Digital Empowerment of the Lottery Industry

Scientific Games’s mission is to “empower our customers by creating the world’s best gaming and lottery experiences”. “What do customers really want?”, kicked off Staffan Lindgren, SG Digital, Vice-President. SG prides itself on the provision of its casino, interactive and instant lottery games designed to reach players wherever they are, whenever they want to play, and in any channel they choose: retail or digital.

Data, data, data

Customer data received by lottery and gaming companies is undoubtedly crucial to the provision of lottery solutions and tailoring solutions to customer preferences. The data being gathered at SG indicates that peer-to-peer gaming tournaments, for instance, is a crucial area that SGI are looking at very closely for the future. Peer-to-peer social media is the future and ensures high entertainment value for customers. Outside the sector, SG are taking a close look at how companies such as Google, Oracle and American Express are using Artificial Intelligence for growth learning.

A sporting lesson from the US?

SGI’s Sportsbook Conduct Vice-President Nikolaos Konstakis said that sports and betting are very natural for human beings but the potential is “untapped”. The US market is more developed in this regard – “sports in the US is all about FUN!”. According to SG, there are lessons to learn from the US on European lotteries’ journey to offer entertaining experiences. Delivering an impassioned message, Mr. Konstakis argued that the riskiest thing to do is to stay safe and remain where lotteries currently are. The sector must move from a transactional to a much more experiential interaction – an important message regularly repeated throughout the EL 2018 Industry Days by Premium and Semi-Premium Partners alike.

Lotteries as entertainment

Interestingly, SG suggested that much can be learnt from other entertainment providers such as Disney, Starbucks, Netflix. Indeed, Starbucks offers digital experiences through its app reward scheme; whilst Netlix manages to offer a seamless digital experience to its consumers wherever they watch content. SGI are convinced that it is these companies with whom the lottery and gaming sector must compete with in the entertainment industry. Mr Konstakis’ ultimate aim – to make a ten Euro investment in sports betting equal in terms of the customer’s experience to a ten Euro cinema ticket.

Related Articles

View all

Synopsis

Français

Valorisation numérique de l’industrie de la loterie

La mission de Scientific Games consiste à « valoriser nos clients en créant les meilleures expériences de jeu et de loterie au monde ». « Que veulent réellement nos clients ? » a lancé Staffan Lindgren, vice-président de SG Digital. SG est fier de proposer ses jeux de casino, de loterie interactifs et instantanés, conçus pour atteindre les joueurs où qu’ils soient, quand ils veulent jouer et à travers n’importe quel circuit choisi : en magasin ou via le numérique. Dans un message passionné, SG a déclaré que la chose la plus risquée à faire serait d’être prudent et de rester là où se trouvent actuellement les opérateurs de loteries. Le secteur doit passer d’une interaction transactionnelle à une interaction beaucoup plus expérientielle ; un message important régulièrement répété tout au long des EL Industry Days 2018 par les partenaires premium et semi-premium.

Español

Potenciación digital de la industria de las loterías

La misión de Scientific Games es “potenciar a nuestros clientes creando las mejores experiencias de juegos y loterías del mundo”. Staffan Lindgren, vicepresidente de SG Digital, comenzó su comparecencia haciéndose una pregunta: “¿Qué es lo que realmente quieren los clientes?”. SG se enorgullece de su casino y sus juegos de lotería interactivos e instantáneos, diseñados para llegar a los jugadores estén donde estén, cuando deseen jugar y de la forma en que deseen hacerlo: en persona o digitalmente. SG pronunció un mensaje apasionado, argumentando que lo más arriesgado que se puede hacer es querer ir sobre seguro y quedarse estancado en los sistemas actuales de loterías. El sector debe evolucionar, pasando de dedicarse puramente a transacciones a alcanzar una interacción más basada en la experiencia; ese importante mensaje se repitió una y otra vez a lo largo de los Industry Days EL 2018 tanto por socios Premium como Semi-Premium.

Deutsch

Digitale Kompetenzen für die Lotteriebranche

Scientific Games hat sich die Mission auf die Fahnen geschrieben, „unsere Kunden zu stärken, indem wir für sie die weltbesten Glücksspiel- und Lotterieerfahrungen bereitstellen“. „Was wollen Kunden wirklich?“, fragte Staffan Lindgren, Vice-President von SG Digital zum Auftakt seines Vortrags. Mit Stolz stellt SG ortsunabhängige Kasino-, interaktive und Instant-Lotteriespiele zur Verfügung. Glücksspieler können so spielen wo sie wollen und wann sie wollen und können so auch den Kanal frei wählen: vor Ort oder digital. In einer leidenschaftlichen Rede vertrat SG den Standpunkt, dass das größte Risiko für Lotterien derzeit darin besteht, zu stagnieren und sich nicht weiterzuentwickeln. Die Branche muss bloße Transaktionserfahrungen hinter sich lassen und interaktive Erlebnisse anbieten – eine wichtige Botschaft, die sowohl von Premium- wie auch von Semi-Premium-Partnern auf den EL-Branchentagen 2018 oft zu hören war.

Other Articles

View all

Scientific Games | Lotteries hit the jackpot with trusted sports betting solutions

Changes have been underway in Europe over the last few years. Today, European players use their mobile devices to place more than 80 percent of wagers on sporting events, and live betting represents a......

Read more

European Week of Sport: EL members encourage citizens to #BeActive

This year’s edition in September marked the 5th edition and focused on five themes including education, the workplace, outdoors, sport clubs and fitness centres. EL worked closely with its members a......

Read more

Szerencsejatek celebrate 20 years of the “Scandinavian” lotto

Bryan Adams gave two exclusive interviews and four lucky winners had the opportunity to meet the star in person as part of a Meet & Greet event. The concert exceeded expectations and showcased som......

Read more

Honorary President Mr Reissiger

EL is thankful for Mr Reißiger’s commitment, expertise and dedication in his role as EL Vice President from 1999 to 2001 and EL President from 2001 to 2005. In 2006 Mr Reißiger was nominated EL Ho......

Read more

EL at first-ever Responsibility in Gaming Conference

Translating the latest insight on problem gambling and looking at the neurological effects seen in the brains of people with a gambling disorder was a core focus on the Conference, together with the d......

Read more

Interview with GLMS General Secretary and Deputy General Secretary – “Reflecting on a successful year for Sport Integrity”

Looking back at an eventful year, what has been the greatest achievement for GLMS? General Secretary Giancarlo Sergi (GS): During 2019 GLMS has a lot of achievements to look back on. We are indeed pr......

Read more

New EL CSR guidelines published

EL and its members are committed to generating the best for the benefit of society in accordance to national laws and regulations. This commitment goes further than Responsible Gaming, as a core value......

Read more

Preparations underway for EL Industry Days 2020

With growing challenges for the lottery sector in the years to come, the 2020 EL Industry Days is a call to all lottery professionals to look at a sustainable lottery model for the future. The chosen......

Read more

Upcoming EL Seminars & Events

5-7 FEBRUARY 2020, LONDON, UK EL/WLA MARKETING SEMINAR: IT'S ALL ABOUT THE PLAYER! Think digital, think physical, think lotteries, think player.  With new emerging trends and digital transformatio......

Read more

Successful EL/WLA Security and Integrity Seminar 2019

Keynote speaker Eneken Tikk of the Cyber Policy Institute in Finland highlighted the growth in cyber threats and called on lotteries to self-reflect on how their services would be perceived and treate......

Read more

Innovation, inspiration and…chainsaws!

In a world where customers are more connected, more tech savvy and more demanding than ever before, innovation has never been so crucial. As many industries are feeling the pressures of heightened con......

Read more

Game Set and Match! How lotteries can win in the sport betting market

Regulation On the regulatory and legal front, lotteries, in almost every market, are facing challenges in their sports betting operations. Lottomatica presented their plans to deal with the general a......

Read more

OECD takes next steps in reaching global consensus on digital taxation

In February the Organisation for Economic Co-Operation and Development (OECD) proposed three different approaches aimed at reaching a global consensus on how taxing rights on income generated from cro......

Read more

IGT | Sustainability Strengthens the Social Contract

IGT recently released its 12th annual IGT Sustainability Report, “Ahead of the Game,” an externally audited document that validates IGT’s sustainability activities and data. The report highligh......

Read more Synopsis: fr / es / de

INTRALOT | Trends and technologies that modernise the Lottery Industry

As it was stated during the 10th EL Congress in the CEO Panel discussion by Maria Stergiou, Group Chief Sales and Operations Officer of INTRALOT, all the above technological trends are creating sever......

Read more Synopsis: fr / es / de