IGT: Innovation and growth begin with player understanding

IGT’s research division, Insights360, provides the lottery industry with extensive consumer and retailer research, including a new global study on Player Motivations, that help lotteries accelerate profits by keeping lottery games and the transaction experience relevant and engaging.

Research Exchange 2016, Windsor, UK


A global and comprehensive approach to understanding the player. 

Foresight into consumer behavior can accelerate a lottery’s growth. IGT’s Insights360 team helps lottery customers harness actionable consumer and retail insights across all aspects of their businesses, enabling more efficient decision-making. The group and its partners uncover emerging trends that guide technology and game and product development with the goal of keeping lottery games and the transaction experience relevant and engaging.

The Insights360 team is comprised of dedicated market research professionals spread across the globe and across gaming disciplines—lottery, gaming and social.  This cross-disciplinary interaction leverages gaming industry research assets, such as the Gaming Player Panel, and provides a richer view of players.  With a global perspective, IGT leverages its worldwide experience, benchmarks, and best practices to tailor research protocols to local needs. This includes using the most appropriate and effective methodologies from varying technology, geographic, and psychographic perspectives, for example, fielding in-home interviews in less-developed markets and using online and mobile surveys in more developed markets while keeping core survey questions consistent.

IGT also has an arsenal of best-in-class independent market research partners, including a dozen firms with offices worldwide. Collaborating with research experts on a daily basis creates true partnerships that produce the most statistically robust and accurate methodologies and sample plans to the lottery and gaming industry.

During the 12 months ending December 31, 2016, IGT engaged more than 215,000 consumers and approximately 16,000 retailers in 66 cities worldwide.  The resulting 291 research reports provided customers and IGT management with a robust database of market learnings that are used for benchmarking and deep understanding beyond single-study data.

Additionally, IGT hosts an annual research exchange that provides a forum for lottery research professionals from around the world to meet and share ideas.  Started in 2009, lotteries discuss their research programs, methodologies and challenges; identify commonalities for better coordination; share insights into how to improve market research efforts; and are exposed to new methodologies by third parties.  Last year’s exchange, attended by several European Lottery researchers, was held in the UK; the 2017 Exchange will take place at IGT’s Instant Ticket Printing facility in Florida.

Keeping on top of trends.

IGT’s partnership with Foresight Factory and ORC International keeps it on the forefront of consumer and technology trends.  Synthesis of learnings from recent studies point to several trends, such as:

  • “The Dream” still exists, albeit bigger in terms of jackpot and prize levels, particularly in mature
  • The fast pace instilled by interactive devices has led to a growing desire for instant gratification and shortened attention spans—boding well for instant win
  • Likewise, dwindling interest and participation in draw games, which require waiting “long periods” for results. Additionally, poor odds result in longer waiting periods for a “winning ”
  • Technologically, many players, and particularly younger adults, want lottery with cashless payments and interactive gaming.
  • Worrisome generational differences exist on attitudes and participation levels, with the average age of the lottery player getting older.

New approaches to research.

Although most of IGT’s research uses tried and true methodologies, 2016 was an exceptionally busy year for harnessing new research methodologies. Last year, Insights360 conducted several surveys delivered on mobile devices. This methodology works best for simple, quick surveys, and is perfect for researching interactive games played on mobile devices or websites.  IGT also uses mobile phones to conduct ethnographies. Respondents are asked to text messages and take pictures and videos of themselves before, during, and after a lottery transaction. Since respondents provide feedback individually through their mobile devices, there is absolutely no group-generated bias and, thus, the feedback is remarkably in-depth and honest.

IGT also pioneered a product-testing method that dramatically heightens the experiential nature of what research participants do while they evaluate new game concepts. In the beta test, approximately 1,000 players were exposed to a new game concept over a 10-day period, experienced 40 lottery draws, and were subjected to losses, near wins, and wins based on actual odds. The resulting feedback is more relevant, since it is based on many experiences and not just seeing a concept only once.

While there have been developments in usability and biofeedback, the internet remains the most impactful change to research, with more and more surveys done online every year. This factor has expanded the sample base, made surveys less costly and faster to execute, and driven more market-based decision making. Online has created new methodologies like online focus groups, community blogs and digital ethnography, resulting in marketers’ ability to get closer to the time-strapped consumer while remaining grounded in sound research statistics and analytics techniques.

Understanding players’ motivations.
IGT continues extensive market research around the world into 2017. One of the most anticipated studies is “For the Win: A Global Study of Player Motivations,” fielded in 10 countries with more than 8,100 adult players and non-players. It will help lottery marketers and product managers gain a broader understanding of the primary emotions and need states that drive non-lottery and lottery gaming.

For the Win: A Global Study of Player Motivations (extract)

The first White Paper to come from this study, “Beyond Hope: Engaging Player Motivations” will be released in April 2017, and is designed to enable the lottery industry to evolve beyond the emotions of hopes and dreams to better understand consumers’ needs and emotions in order to responsibly attract more players.  IGT is excited to share the learnings from these studies with its customers to identify player insights and new game concepts that can have a positive impact on Lottery Business Plans.

This content is offered by IGT. To learn more, visit www.igt.com/LotteryBlog, or contact Gerard Caro, Senior Director of Insights360, at gerard.caro@igt.com.

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Synopsis

Français
L’innovation et la croissance commencent avec la compréhension des joueurs. La division de la recherche d’IGT, Insights360, fournit au secteur de la loterie une vaste recherche réalisée auprès des consommateurs et des détaillants, notamment une nouvelle étude mondiale sur les motivations des joueurs, afin d’aider les loteries à accélérer leurs profits. Une approche globale et complète pour comprendre le joueur.  La prospective sur le comportement des consommateurs peut accélérer la croissance de la loterie. L’équipe Insights360 d’IGT aide les clients de loteries à exploiter les connaissances des consommateurs et des détaillants, sur tous les aspects de leurs activités, permettant ainsi une plus grande efficacité des processus de prise de décision. Le groupe et ses partenaires dévoilent les tendances émergentes qui guident la technologie et le développement des jeux et des produits, dans le but de garder pertinents et engageants les jeux de loterie ainsi que l’expérience de transaction.   L’équipe d’Insights360 est composée de professionnels dédiés à la recherche de marché répartis dans le monde entier et dans toutes les disciplines de jeu – loterie, jeux et social. L’interaction interdisciplinaire s’appuie sur les actifs de recherche du secteur du jeu, comme le Gaming Player Panel (panneau des joueurs), et offre une vision plus riche des joueurs. Dans une perspective globale, IGT tire parti de son expérience mondiale, de ses repères et des meilleures pratiques pour adapter les protocoles de recherche aux besoins locaux. Comprendre les motivations des joueurs. L’une des études les plus attendues d’IGT en 2017 est intitulée « For the Win: A Global Study of Player Motivations » (Pour la victoire : une étude globale sur les motivations des joueurs), réalisée sur le terrain dans 10 pays avec plus de 8 100 joueurs et non-joueurs adultes. Elle aidera les spécialistes marketing des loteries et les gestionnaires de produits à avoir une meilleure compréhension des émotions primaires et des états de besoin qui conduisent aux jeux et aux jeux de loterie. Le premier livre blanc à être issu de cette étude, « Beyond Hope: Engaging Player Motivations » (Au-delà de l’espoir : engager les motivations des joueurs), sera publié en avril 2017. Il est conçu pour permettre au secteur de la loterie d’évoluer au-delà de l’ensemble d’émotions qui président aux espoirs et aux rêves, afin de mieux comprendre les besoins et les émotions des consommateurs et attirer, de façon responsable, plus de joueurs. IGT est enthousiaste à l’idée de partager avec ses clients les enseignements tirés de ces études et d’avoir ainsi un impact positif sur leurs activités.                       
Español
El punto de partida de la innovación y el crecimiento es entender al jugador. La división de investigación de IGT, Insights360, proporciona a la industria de la lotería investigaciones detalladas sobre los consumidores y los puntos de venta, incluyendo un nuevo estudio mundial sobre las Motivaciones del jugador, que ayudan a las loterías a acelerar sus beneficios. Un enfoque global e integral para comprender a los jugadores La capacidad de prever el comportamiento del consumidor puede acelerar el crecimiento de la lotería. El equipo de Insights360 de IGT ayuda a los clientes de lotería a sacar partido de la información práctica obtenida sobre los consumidores y los puntos de venta sobre todos los aspectos de sus negocios, lo que permite realizar una toma de decisiones más eficiente. El grupo y sus socios descubren las tendencias emergentes que orientan el desarrollo de la tecnología y de los juegos y productos, con el objetivo de que los juegos de lotería y la experiencia de transacción sigan siendo algo relevante y atractivo.   El equipo de Insights360 está formado por profesionales de la investigación de mercado, repartidos por todo el mundo, y que se ocupan de distintas modalidades de juegos de azar: lotería, juego y redes sociales. La interacción interdisciplinaria aprovecha los recursos de investigación de la industria del juego, como por ejemplo el Panel de Jugadores (Gaming Player Panel), y proporciona una visión más completa de estos. Con una perspectiva mundial, IGT aprovecha su experiencia, sus análisis comparativos y sus mejores prácticas en todo el mundo para adaptar protocolos de investigación a las necesidades de cada país. Comprender las motivaciones de los jugadores Uno de los estudios más esperados de IGT en 2017 es “Por la victoria: un estudio mundial de las motivaciones del jugador”, desarrollado en 10 países con más de 8100 adultos, tanto jugadores como no jugadores. Ayudará a los vendedores de lotería y a los directores de producto a comprender mejor las emociones primarias y los estados de necesidad que nos impulsan a jugar a la lotería y a otros juegos de azar. El primer libro blanco que saldrá de este estudio, “Más allá de la esperanza: motivaciones del jugador que crean implicación”, se publicará en abril de 2017, y está diseñado para permitir a la industria de la lotería evolucionar más allá de las emociones unidas a las esperanzas y sueños, para así entender mejor las necesidades y emociones de los consumidores y atraer de forma responsable a más jugadores. IGT se complace en compartir las lecciones aprendidas gracias a estos estudios con sus clientes para que repercutan positivamente en su negocio.      
Deutsch
Innovation und Wachstum beginnen mit dem Spielerverständnis. Die IGT-Forschungsabteilung, Insights360, bietet der Lotteriebranche eine umfangreiche Konsumenten- und Einzelhandelsforschung, darunter eine neue globale Studie über Spielermotivationen, die Lotterien bei der Beschleunigung von Gewinnen helfen. Ein globaler und umfassender Ansatz zum Verständnis des Spielers.  Voraussicht in das Verbraucherverhalten kann das Lotteriewachstum beschleunigen. IGTs Insights360-Team hilft Lotteriekunden, einwandfreie Verbraucher- und Einzelhandelseinblicke über alle Aspekte ihrer Unternehmen hinweg zu nutzen und so eine effizientere Entscheidungsfindung zu ermöglichen. Die Gruppe und ihre Partner entdecken aufkommende Trends, die Technologie und Spiel- und Produktentwicklung anführen, mit dem Ziel, Lotteriespiele und die Transaktionserfahrung relevant und ansprechend zu gestalten.   Das Insights360-Team besteht aus engagierten Marktforschungsfachleuten, die sich auf der ganzen Welt und über alle Spieledisziplinen verteilen – Lotterie, Spiele und Soziales. Die interdisziplinäre Interaktion nutzt Forschungsvermögenswerte der Spieleindustrie, wie das Gaming Player Panel, und bietet eine umfangreichere Sicht auf die Spieler. Mit einer globalen Perspektive nutzt IGT seine weltweite Erfahrung, Benchmarks und Best Practices, um Forschungsprotokolle an lokale Bedürfnisse anzupassen. Spielermotivationen verstehen. Eine der am meisten erwarteten Studien von IGT im Jahr 2017 ist „Für den Gewinn: Globale Studie der Spielermotivationen“, die sich über zehn Länder mit mehr als 8.100 erwachsenen Spielern und Nicht-Spielern erstreckt. Sie wird dazu beitragen, Lotterievermarktern und Produktmanagern ein tieferes Verständnis der primären Emotionen und Bedürfnisse zu vermitteln, die zu Nicht-Lotteriespielen und Lotteriespielen antreiben. Das erste Weißbuch aus dieser Studie, „Jenseits der Hoffnung: Engagierte Spielermotivationen“ wird im April 2017 veröffentlicht und soll die Lotteriebranche über die Gefühle von Hoffnungen und über Träume hinaus entwickeln, um die Bedürfnisse und Emotionen der Konsumenten besser zu verstehen und verantwortungsvoll mehr Spieler zu gewinnen. IGT ist begeistert darüber, Erfahrungen aus diesen Studien mit seinen Kunden zu teilen und dadurch positiv auf ihr Geschäft einwirken zu können.                       

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