IGT: 8 Consumer Trends Shaping Lottery Player Behavior in 2018

“Engineered Empathy” and “Life in Beta Mode” are two of the global trends expected to influence consumers in the year ahead. How can lotteries stay in tune with these forces and deliver more of what players want? IGT partnered with the consumer analytics and trends agency Foresight Factory to look at a set of eight key trends and explore the implications for lottery. The insights are drawn from data collected from 50,000 consumers in 24 countries in two waves each year, as well as a team of 500 trend spotters in 80 markets.

How will emerging consumer trends impact lottery players’ expectations in the year ahead? IGT worked with consumer analytics and trends agency Foresight Factory to examine a set of eight global trends and consider their implications for lottery in a new Special Report, “8 in 2018.” Findings from a separate IGT global study will be released in a series of White Papers throughout 2018 to share further insights on attracting new players.

Trend 1: Quest to Purchase

A trend toward elective barriers to purchase reveals that consumers are willing to “work” to receive their favorite brands. Challenge-walls, such as puzzles and treasure hunts placed between consumers and the entry to a game, for example, can drive excitement and create a sense of exclusivity, as well as increase positive shares on social media. 40% of Asia-Pacific (APAC) consumers and 33% in Europe say they aspire to be more “open to new challenges.” For lotteries, there is an opportunity to engage players by inviting them to complete challenges for greater jackpots, exclusive draws, and more. Explains Ailsa McKnight, Senior Director, Customer Experience at IGT, “The important move is to put more play at the heart of the transaction itself, to increase entertainment and the satisfaction of the purchase.”

Trend 2: Custom at All Costs

In 2018 and beyond, consumers will remain extremely price sensitive and will continue to adopt “maximizing” strategies to seek the best deals possible, effectively customizing their own pricing models. According to Foresight Factory, 45% of APAC lottery players agree that they price-maximize when buying household goods, compared to 29% of non-lottery players. “For lotteries, the opportunity may be to offer players the optimal game or bundle of games to suit their preferences on any occasion, thereby maximizing their odds of winning or offering the biggest potential win for the stake they have available,” said McKnight. Emerging conversational services, from chat bots to in-home assistants, could allow consumers to converse around a point of sale. For example, a player could theoretically ask an Artificial Intelligence (AI) assistant or type into a messaging app a question such as: “I have 3 euro to play. Which games give me the best chance of winning for that amount?” and receive a recommendation. A similar request could be made about which lottery products offer a particular type of prize.

Trend 3: Engineered Empathy

While the race is on to perfect Artificial Intelligence, the world is also demanding Emotional Intelligence. “Cold” brands that don’t project empathy will be given the cold shoulder as a brand’s ability to engage on a human level becomes a core, advocacy-building consumer expectation. Foresight Factory research found that consumers expect a warmer human embrace while shopping online: 47% of European lottery players are interested in using an online shopping assistant for advice as they are browsing products online, and this figure rises to 79% in China and Southeast Asia. In response, lotteries could develop rounded and responsible strategies that assess and respond to the real-time emotional states of players. Just as “love-it-or-hate-it” food brand Marmite invited customers to capture their own facial reactions to the product on video, lotteries may seek in various ways to understand their players’ sentiment toward playing, winning, and losing when engaging with games. By measuring (with permission) the emotional impact that a product, process, or interaction has on players, lotteries have an opportunity to deliver more emotionally rich interactions to players.

Trend 4: Truth as a Commodity

Truth, trust, and believability are all under serious pressure in a consumer landscape where traditional sources of authority are being questioned. With a variety of information sources readily at hand, checking peer reviews is now a common behavior for consumers in search of honest, unbiased opinions. 94% of lottery players from 24 countries surveyed claim to have used their mobile phone to read a peer review about a product while shopping in store. Foresight Factory found that 22% of lottery players have used a fact-checking service, and a further 34% are interested in doing so. Given that the lottery industry’s existence is predicated on the public’s trust, lotteries can continue to demonstrate that they operate in a fair and secure manner, and support these claims with data and third-party verifications. “End-to-end transparency is key,” says McKnight. “How a lottery is run, how good-cause projects are awarded, the security of lottery systems and player data──all are key to building player confidence.” Talking up the many existing lottery safeguards and security measures, independent auditors, and retailer integrity programs can support lottery’s reputation at a time when there is a trend toward consumer distrust of corporations. Lotteries could also explore how their regulated status, stringent security, independent verification, and distribution-fund processes can provide added value to customers as a new touchpoint and opportunity for engagement.

Ailsa McKnight, Senior Director, Customer Experience, IGT

Trend 5: Anti-Automation

From entrepreneurs and policy makers to tech specialists and everyday consumers, there is growing fear about the disruption that evolving AI and automation will bring. In the short term, consumers welcome the related benefits, such as lower prices or greater options and speed. However, they also recognize the longer-term threats and want companies to maintain the human touch somewhere in their value chain. “54% of European lottery players—and 52% of non-players state a preference for ‘human-first’ brands,” says McKnight. “There is an opportunity for lotteries to emphasize the human face of the industry.” Even when much of lottery is digital and automated, the heart of the game is still the players, the daily sellers, and the recipients of good-cause funding. Lotteries can increase the emphasis on their transformational impact on human lives, both for winners and good-cause recipients, and make the human touch of lottery more available to players through online chat and chat messenger apps.

Trend 6: Harnessing the Free-Range Shopper

Thanks to an abundance of choice and enticements, consumers now demand more freedom in their buying relationships. They are reviewing long-term or overly complex contracts and commercial entanglements. Likewise, winning brands will emphasize ease of both entry and departure. Ironically, such leave-when-you-like arrangements can also help to build long-term brand stickiness. 46% of lottery players in the U.K. say they have actively avoided buying a product or service in the past because the contract tied them in for a long period of time. New opportunities for lotteries lie in creating offers that are worth committing to but are easy to exit or re-enter. For example, in many lottery markets, players like to play by monthly direct debit, however there is little flexibility in this arrangement. Could subscribers be offered a game switch if an alternative game were rolling, or a top-up entry for a big draw? Maybe a “pause” option would retain players who otherwise would have cancelled.

Trend 7: Fine to Be Fallible

The world is increasingly at ease with the notion that failure or defeat are an acceptable aspect of being human──and can be a necessary ingredient of success. This attitude offers a platform for lotteries to celebrate the pleasure in taking part, and not only the big wins.

Trend 8: Life in Beta Mode

With smart devices being upgradable via the Internet, products can now reach their “peak” after they are bought by consumers, and brands can deliver an ongoing stream of alerts and other communications to customers. Both represent a trend toward engaging with consumers beyond the sale to provide or publicize new benefits. In line with this trend, lotteries can use business intelligence to better understand player behavior, interests, and preferences more deeply, with greater potential to engage players and extend the value of a ticket beyond the outcome of the draw.

For weekly insights and growth strategies for your lottery, and to download the full report:  www.igt.com/lotteryblog

Contact: Ailsa McKnight, Senior Director, Customer Experience, IGT   Ailsa.McKnight@igt.com

This content is offered by IGT. For more information, visit igt.com.

 

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Français

IGT : 8 tendances des consommateurs qui vont influencer le comportement des joueurs de loterie en 2018

Comment ces tendances de consommation vont-elles impacter les attentes de joueurs de loterie pour l’année qui vient ? IGT a collaboré avec Foresight Factory, une agence de recherche sur la consommation, pour passer en revue huit tendances générales et analyser leur impact sur la loterie dans un Rapport spécial, « 8 tendances pour 2018 ».

Première tendance : La quête vers l’achat Alors que les consommateurs sont de plus en plus disposés à « se donner du mal » pour interagir avec leurs marques préférées, les opérateurs peuvent les inviter à interagir davantage en proposant des nouveaux types de défis à relever avant de pouvoir accéder au jeu lui-même : énigmes à résoudre, puzzles, chasse au trésor, etc.

Seconde tendance : La personnalisation à tout prix Comme les consommateurs recherchent les meilleures offres et personnalisent leurs propres modèles de prix, les opérateurs pourraient proposer aux joueurs plus d’options de personnalisation, telles que des recommandations individuelles de jeux ou des offres groupées adaptées à leurs préférences.

Troisième tendance : Marketing émotionnel Les consommateurs veulent des marques Les opérateurs pourraient, avec la permission des joueurs, mesurer l’impact émotionnel d’un produit, d’une interaction ou d’un processus commercial et utiliser ces données pour tenter de fidéliser ces joueurs.

Quatrième tendance : Jouer la carte de la transparence Face au sentiment croissant de défiance vis-à-vis de l’autorité affiché par les consommateurs, les opérateurs doivent insister sur les mesures importantes qu’ils ont prennent pour assurer l’équité et la sécurité.

Cinquième tendance : Réticence affichée face à l’automatisation. Alors que l’intelligence artificielle et l’automatisation sont perçues comme une menace par les consommateurs, les opérateurs ont l’occasion de mettre en avant l’aspect humain et vecteur de changement des loteries, du joueur au vendeur en passant par le financement de causes solidaires.

Sixième tendance : Attirer les consommateurs « électrons libres » Les opérateurs pourraient proposer davantage de jeux à la demande, sans aucune obligation, pour correspondre aux préférences des consommateurs qui ne souhaitent pas s’engager à long terme lors de leurs achats.

Septième tendance : L’échec est acceptable. « L’échec est humain » est une notion de plus en plus acceptée par le public, et les loteries peuvent donc reformuler leur communication pour affirmer que le plus important est de participer.

Huitième tendance : La vie en mode bêta. Tout comme les appareils connectés permettent aux marques de continuer à proposer du contenu et des nouveautés au client après la vente, l’informatique décisionnelle offre aux opérateurs des opportunités accrues pour poursuivre l’interaction avec le joueur au-delà de l’achat du ticket ou du résultat du tirage.

Pour avoir les dernières actualités du secteur, trouver des idées pour développer votre loterie et télécharger le rapport complet : www.igt.com/lotteryblog

Contact : Ailsa McKnight, Directrice principale, Expérience Client, IGT Ailsa.McKnight@igt.com

Español

IGT: 8 tendencias de consumo que definirán el comportamiento de los jugadores de lotería en 2018

¿Qué impacto tendrán las tendencias de consumo emergentes en las expectativas de los jugadores de lotería en el próximo año? IGT se ha asociado con Foresight Factory, una agencia de análisis de consumo y tendencias, para examinar un conjunto de ocho tendencias globales y evaluar lo que implicarán para la lotería en un nuevo informe especial, “8 en 2018”.

Tendencia 1: misión compras. Ahora que los consumidores están cada vez más dispuestos a “trabajar” para conectar con sus marcas favoritas, las loterías pueden invitar a los jugadores a comprometerse aún más con ellas ofreciéndoles nuevos tipos de retos previos al propio juego, como tareas, acertijos y búsquedas del tesoro.

Tendencia 2: personalizar a todo coste. Dado que los consumidores buscan las mejores ofertas y personalizan sus propios modelos de precios, las loterías podrían ofrecer a los jugadores más opciones de personalización, como recomendaciones individuares de juegos o lotes de juegos hechos a medida para ajustarse a sus preferencias.

Tendencia 3: empatía de diseño. Los consumidores buscan cada vez más que las marcas conecten con ellos a nivel humano. Las loterías pueden medir, con permiso, el impacto emocional que tiene un producto, proceso comercial o interacción en los jugadores y usar este conocimiento para conectar más con ellos.

Tendencia 4: la verdad como producto. Frente a la creciente desconfianza de los consumidores hacia las autoridades, las loterías pueden alabar las importantes medidas que toman para garantizar la imparcialidad y la seguridad.

Tendencia 5: antiautomatización. Dado que los consumidores son conscientes de las amenazas que suponen la inteligencia artificial y la automatización, las loterías tienen una oportunidad de enfatizar sus aspectos humanos y transformadores, desde los jugadores y vendedores hasta los receptores de fondos para buenas causas.

Tendencia 6: aprovechando al comprador libre. Las loterías podrían proporcionar más opciones a la carta y sin compromiso de permanencia para ajustarse a la preferencia de consumo que busca relaciones comerciales con poco compromiso.

Tendencia 7: no pasa nada por fallar. Dado que el público se siente cada vez más cómodo con la visión de que el fracaso forma parte de ser humano, las loterías pueden redefinir sus estrategias de comunicación para celebrar el hecho de participar, y no solo ganar.

Tendencia 8: la vida en modo beta. Del mismo modo que los dispositivos inteligentes permiten a las marcas enviar actualizaciones y contenidos a los usuarios tras las ventas, la inteligencia comercial da un mayor potencial a las loterías para conectar con jugadores individuales más allá de la compra de un boleto o del resultado de un sorteo.

Para obtener información semanal y estrategias de crecimiento para su lotería, y para descargar el artículo completo, visite: www.igt.com/lotteryblog

Contacto: Ailsa McKnight, directora en jefe de experiencia del cliente, IGT Ailsa.McKnight@igt.com

Deutsch

IGT: 8 Verbrauchertrends, die 2018 das Verhalten von Glücksspielern beeinflussen werden

Wie werden sich neue Verbrauchertrends im kommenden Jahr auf die Erwartungen von Spielern auswirken? IGT hat sich mit der Foresight Factory, einer Agentur für Verbraucheranalysen und -trends, zusammengetan, um acht globale Trends und ihre Auswirkungen auf das Lotteriegeschäft zu untersuchen. Die Ergebnisse stellen sie in ihrem neuen Sonderbericht „8 in 2018“ vor.

  1. Trend: Konsum als Mission. Kunden zeigen immer mehr Bereitschaft, für ihre Lieblingsmarken Anstrengungen auf sich zu nehmen. Lotterien können also Spieler verstärkt zu Herausforderungen vor dem eigentlich Glücksspielkonsum einladen, wie zum Beispiel zu Aufgaben, Rätseln und Schatzsuchen.
  2. Trend: Personalisierung um jeden Preis. Verbraucher suchen mehr und mehr nach den besten Angeboten und personalisieren ihre Preismodelle effektiv. Lotterien könnten Glücksspielern also mehr Personalisierungsoptionen anbieten und ihnen beispielsweise Glücksspiele oder Glücksspielpakete empfehlen, die auf ihre individuellen Präferenzen abgestimmt sind.
  3. Trend: Schaffen von Empathie. Verbraucher wünschen sich von Marken mehr und mehr eine menschliche Verbindung. Lotterien können mit Erlaubnis die emotionale Wirkung von Produkten, Vertriebsprozessen oder Interaktionen auf Spieler messen und diese Einsichten zur Verbesserung der Interaktionen verwenden.
  4. Trend: Wahrheit als Wettbewerbsvorteil. Verbraucher vertrauen Autoritäten immer weniger. Lotterien sollten also ihre beachtlichen Maßnahmen zur Gewährleistung von Fairness und Sicherheit betonen.
  5. Trend: Anti-Automatisierung. Verbraucher erkennen die Gefahren von KI und Automatisierung. Damit haben Lotterien die Gelegenheit, die menschlichen und sozialen Aspekte des Lotteriespiels zu betonen – von Glücksspielern über Anbieter bis hin zu den Empfängern wohltätiger Spenden.
  6. Trend: Unabhängige Konsumenten. Lotterien könnten für Kunden, die in ihren Konsumbeziehungen ungerne Verpflichtungen eingehen, auf Abruf verfügbare Arrangements ohne Mindestdauer anbieten.
  7. Trend: Scheitern einkalkuliert. Die Öffentlichkeit akzeptiert mehr und mehr, dass Scheitern ein wesentlicher Teil des Menschseins ist. Lotterien können in ihrer Kommunikation dementsprechend vermitteln, dass es nicht nur ums Gewinnen geht, sondern auch die Teilnahme eine schöne Erfahrung darstellt.
  8. Trend: Leben im Beta-Modus. Während smarte Geräte es Marken erlauben, nach dem Kauf Updates aufzuspielen und Inhalte bereitzustellen, gewährt die Geschäftsintelligenz Lotterien ein großes Potential, auch nach dem Kauf eines Loses oder dem Ergebnis eines Zieh-Glücksspiels noch mit einzelnen Glücksspielern zu interagieren.

Auf der folgenden Seite können Sie den Bericht in Gänze herunterladen und erhalten zudem wöchentliche Einblicke und Wachstumsstrategien für Ihre Lotterie: www.igt.com/lotteryblog

Kontakt: Ailsa McKnight, Senior Director, Customer Experience, IGT Ailsa.McKnight@igt.com

 

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