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.

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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.

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