Enhancing Lottery Responsiveness to Player Needs through Intelligent Systems Design

Intralot hosted an entertaining panel entitled “Enhancing Lottery Responsiveness to Player Needs through Intelligent Systems Design”, with moderator George Vassilaras (Intralot, Group Strategic Accounts Director) aptly guiding the panel through the various discussions.

Accenture’s Alberto Bergamini kicked off the panel with a passionate presentation on unlocking the value of digitisation through intelligent systems design for the customer experience. Creating an intelligent systems design that is agile is central to the future of working for business and IT. Digitisation must be human-centred, fun, iterative and data-driven. Agility also means adapting to the customer. Many young people, for instance, are getting tired of apps. In this sense, technology is an enabler “but can also be a constraint”. Lotteries need to closely follow the customer journey, provide strong functionality and also adapt whenever necessary.

Offline or online?

Dermot Griffin, CEO of Premier Lotteries Ireland, revealed some fascinating insights into consumer behaviour. This information helps Lotteries to be agile and parallel their actions with consumer trends.  In Ireland, thousands of consumers use both offline and online facilities. Premier Lotteries Ireland need to be agile as many players change the way they play the lottery depending on the offering. When there is a bigger jackpot for instance, many players supplement their retail purchase with an online purchase. New technologies, such as “automatic testing”, can help companies adapt more quickly to consumer trends. For this to work, Premier Lotteries Ireland emphasise the importance of investment and planning to get products on to market faster.

Digital opportunities and challenges

Antonios Kerastaris, Group CEO of Intralot, explained what digitisation means for him. He explained that digitisation is an inevitable stage of general society. For gaming, “digitisation is to digitize shops to provide experience to consumers and attract them”. In terms of enhancing lottery responsiveness, Mr. Kerastaris reiterated the importance of agility and fast development in cooperation with vendors. He clearly stated that the traditional model of two to three releases per year is not doable for many Lotteries any more. In the final round-up, the panel compared the fast application needed in the lottery and gaming sector to banking, where digital opportunities are exciting whilst also challenging.

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Synopsis

Français

Améliorer la réactivité des opérateurs de loteries aux besoins des joueurs grâce à la conception de systèmes intelligents

La numérisation englobe clairement les opportunités et les défis. À certains égards, le secteur de la loterie et du jeu peut être comparé au secteur bancaire, dans lequel les opportunités numériques sont passionnantes même si elles présentent des défis. Pour exploiter au maximum les opportunités, l’agilité est essentielle afin de concevoir des systèmes intelligents basés sur l’expérience client. Les opérateurs de loteries doivent suivre de près le parcours client, offrir des puissantes fonctionnalités et s’adapter chaque fois que nécessaire. Les nouvelles technologies, telles que les « tests automatiques », peuvent aider les entreprises à s’adapter plus rapidement aux tendances des consommateurs. Pour que cela fonctionne, Premier Lotteries Ireland souligne, pour sa part, l’importance des investissements et de la planification pour commercialiser les produits plus rapidement.

Español

Mejorando la capacidad de respuesta de las loterías ante las necesidades de los jugadores a través de un diseño inteligente de los sistemas

La digitalización representa sin duda oportunidades y desafíos. En algunos sentidos, el sector de los juegos y las loterías se puede comparar al sector bancario, donde las oportunidades digitales son también interesantes y exigentes. Para sacar el máximo provecho de esas oportunidades, es crucial la agilidad a la hora de crear un diseño inteligente en los sistemas que definen la experiencia del cliente. Las loterías tienen que hacer un estrecho seguimiento de la experiencia del cliente, proporcionar sólidas funcionalidades y adaptarse cuando sea necesario. Las nuevas tecnologías, como las “pruebas automáticas”, pueden ayudar a las empresas a adaptarse más rápidamente a las tendencias de los consumidores. Para que esto funcione, Premier Lotteries Ireland, por ejemplo, pone énfasis en la importancia de invertir y planificar con la intención de sacar productos al mercado con mayor rapidez.

Deutsch

Schnelleres Reagieren auf Spielerbedürfnisse durch intelligentes Systemdesign

Die Digitalisierung bringt sowohl Möglichkeiten wie auch Herausforderungen mit sich. In dieser Hinsicht ähnelt die Lotterie- und Glücksspielbranche dem Banksektor, wo digitale Gelegenheiten gleichzeitig spannende Möglichkeiten boten und Akteure vor ganz neue Herausforderungen stellten. Um die sich bietenden Geschäftsgelegenheiten effektiv zu nutzen, müssen Lotterien beweglich bleiben und mithilfe eines intelligenten Systemdesigns eine überzeugende Kundenerfahrung schaffen. Lotterien müssen die Customer Journey genau überwachen, starke Funktionen anbieten und sie gegebenenfalls anpassen. Mithilfe neuer Technologien wie dem „automatischen Testing“ können Unternehmen schneller auf Kundentrends reagieren. In diesem Hinblick weist beispielsweise Premier Lotteries Ireland darauf hin, wie wichtig Investitionen und Planung sind, um Produkte schneller auf den Markt zu bringen.

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