INTRALOT: A Canvas full of opportunities

“Whatever you do, do it well. Do it so well that when people see you do it they will want to come back and see you do it again and they will want to bring others”, said Walt Disney back in the day and in that way he had successfully risen the importance of experiences over the simple “consumption” of products before anyone else was ever aware of them.  

If one was offered the opportunity to interview major lottery winners around the world throughout time, they would most probably talk more about the experience of winning and less about the prize they actually received. This does not mean of course that the prize would be overlooked, after all it is a bliss, a financial relief and sometimes even a life-changing thing. Nevertheless, lottery winners would eventually talk about the thrilling feel and the excitement of winning. The place and moment when they first found out, the way they shared the news with their loved ones and the kind of celebration they chose to hold, would probably be what actually matters the most. Once the dust has settled, players always remember their winning moments as unique and exceptional. Imagine now the impact on the players’ experience, if we were able to stimulate and bring out a small piece of these feelings and excitement, from the winning moment to the game as a whole.

Our industry, as the entire market shifted its focus from product-driven strategies to experience-oriented ones, was bound to follow. The services’ section made the first baby steps towards the new trend, and fast-consuming goods tried to keep up, but it was the Lottery world that seemed destined for even greater things, as it was already blessed with that special gaming sparkle and anticipation of joy, being at the same time committed to embrace and enhance the global principles of responsible gaming. Therefore, what have we missed? Why haven’t we already thrived in the world of experiences?

Steve Jobs said that “you’ve got to start with the customer experience and work back towards the technology – not the other way around” in order to succeed in this area. Lotteries, operators, systems designers, platform developers, game providers and governments have all spent countless resources, hours of hard work and research in order to create complete and robust products, trustworthy platforms, stable systems, rewarding responsible games. And we all performed remarkably. But somewhere along the way, we may have underestimated the perceived value of customers’ experience and the fact that, in many occasions, they have raised the bar significantly in terms of expected outcome. We definitely respected all existing regulatory restrictions and safeguarded our faith and trust in the traditional ways of operation but have we truly shown excellence in listening to customer’s voice?

In INTRALOT, we have carried out extensive research on various groups of players and platform users (originating from different markets) in order to gather the insights required and ultimately create a perfect solution. We combined our findings with our deep knowledge and experience of the lottery industry and today, we are proud to present INTRALOT Canvas.

Canvas is an all-in-one platform, designed to offer centralized management of multiple game verticals and focus on providing a personalized and consistent User Experience (UX) across all sales channels, both online and retail, to the players.

By listening closely to the pulse of the gaming market, Canvas became the ultimate tool to serve a state-of-the-art gaming experience to all audiences, specifically designed to provide various gaming content to multi-channel solutions with exceptional cost and time efficiency.

For the design of Canvas, INTRALOT has deconstructed its 25-years of managing multiple operations, gathered every single issue ever addressed and had it included in the platform. Information is gathered through research and a continuously updated and learning mechanism of tracking and monitoring KPIs in order to compose a complete and ultimate solution which will be able to predict every customer need.

Canvas architecture is optimized to equally satisfy both elementary and proficient CMS users. It offers simple modules and explanatory user journeys to facilitate its usage and productivity, but also advanced tools, like personalization functions, A/B testing and segmentation engines, that sets the platform on top of its competition.

Its core goal is to minimize the time and effort spent from operators when distributing different gaming content to multiple sales channels in a consistent, usable and functional manner.

Additionally to that, it showcases a modern, flat Users’ Interface (UI), presenting dashboards and functionalities through wizard-like journeys that are fully and easily customizable by the operator, offering thus an exceptional user experience to both the management team and the end customer. Fully tested and certified, secure and compatible with every 3rd party tool or platform already installed in an existing operation (CMS, RGS etc.), Canvas is the ultimate multi-channel content management tool.

In every industry, when it comes to boosting sales, it is paramount that companies create and compose their buyers’ profiles. Only by knowing your customer to a great extent, will you be able to offer them exactly what they want. Through Canvas, player profiling becomes the core of a successful platform that guarantees great results. Its personalization capabilities are even more enhanced, when combined with INTRALOT’s new and innovative CMS platform. Through this universal solution, lottery operators are offered not only premium Player Account Management capabilities, but they can also organize promotional campaigns, view data dashboards and monitor e-satisfaction analytics.

In a fast evolving and changing market, Canvas could not be anything less than a user-centric hyper tool. As our users become more and more demanding, it was of high priority to offer a product of customer service excellence and with the ability to adapt and evolve according to any customer need.

To optimize its performance, INTRALOT has initiated its Customer Experience Dashboard scheme, which allows the combination of ongoing top-down evaluation and review with bottom-up data-driven analysis in order to always be one step ahead of the market. Through the CX Dashboard mechanism, KPIs are selected and monitored through sales data and research findings, which as soon as they are gathered and analyzed, they are fed back to the system functionality for further evaluation. This way, operators are given a chance to preview first the market trends and choose through A/B testing the segmentation strategy that best serves the most personalized and meaningful content to their players.

This offers a complete board of usage analytics, including monitoring every activity and personalized offering the operator wants, setting a higher level of gaming experience, customer satisfaction, trust and impeccable conversion rates in all sales channels served by Canvas.

As part of INTRALOT’s Next Generation of Customer Experience platforms, Canvas aims at facilitating operators to come closer than ever to their customer needs through proven and sustainable data, embracing change and offering them a set of cutting edge tools that will help them refine their sales, services, marketing strategies and overall product offering to their end users.

To conclude, it is not only about how many game titles you offer, how competitive your payouts are and how often your jackpots are hit. It is also about how this is perceived by your customers, how smoothly it is served to them and how the whole experience makes them feel. It is said that quality in a service or product is not what you put in to it but what the customer actually gets out of it. We at INTRALOT, aim at offering the most exciting and remarkable, solid and safeguarded experience there is.

The best time to plant an apple tree may have been ten years ago but the second best time is always now, so make a  leap of faith and offer your customers a playing experience to remember. And as Walt Disney said, they will come back again and bring others along them.

This content is offered by INTRALOT. For more information visit www.intralot.com.

The Authors

intralot_logo_for-web-useChristina Boubalou is a Senior Manager of Gaming Experience at INTRALOT. With more than 17 years in the entertainment and advertising sector as a Marketing and Communications Specialist, she has spent the last 4 with INTRALOT designing games and optimizing customers’ experiences.

Dimitrios Kakkos is Director of Product Management in the Products and Services Division at INTRALOT. He has 12 years of experience on design, implementation and delivery of multi-vertical and cross-channel interactive gaming solutions for lotteries and regulated gaming operations.

Related Articles

View all

Synopsis

Français
INTRALOT : Faites le plein d’opportunités avec Canvas. Steve Jobs a dit « vous devez commencer par l’expérience client et ensuite travailler l’aspect technologique et non l’inverse » afin de réussir dans ce secteur. Les loteries, les opérateurs de jeu, les concepteurs de systèmes, les développeurs de plateformes, les créateurs de jeux et les gouvernements ont tous investi des sommes faramineuses, des heures de travail et de recherches pour créer des produits complexes et résistants, des plateformes fiables et des systèmes stables, en favorisant les jeux responsables. Et nous avons tous très bien travaillé. Mais en chemin, nous avons probablement sous-estimé la valeur perçue de l’expérience client et le fait que, à de nombreuses occasions, ils ont mis la barre très haute en termes de résultat attendu. Nous avons sans aucun doute respecté toutes les restrictions réglementaires existantes et conservé notre foi dans la manière d’opérer traditionnelle, mais avons-nous été à l’écoute de nos clients ? Chez INTRALOT, nous avons mené d’intenses recherches sur différents groupes de joueurs et d’utilisateurs de plateforme (provenant de différents marchés) afin de rassembler les connaissances requises et créer finalement la solution parfaite. Nous avons associé nos découvertes à notre connaissance et notre expérience approfondie de l’industrie du jeu et nous sommes aujourd’hui fiers de vous présenter INTRALOT Canvas. Canvas est une plateforme tout-en-un ; conçue pour offrir une gestion centralisée de différents jeux et axée sur l’offre d’une expérience client personnalisée et cohérente tout au long des réseaux de ventes, en ligne ou chez les revendeurs. En écoutant attentivement le pouls du marché du jeu, Canvas est devenue l’outil idéal, proposant une expérience de jeu hors du commun à tous les publics. Elle est spécifiquement conçue pour fournir différents contenus ludiques à des solutions multi canalisées, à des coûts et délais défiant toute concurrence.
Español
INTRALOT: un mundo de oportunidades Steve Jobs dijo una vez que, para tener éxito en el sector, «debes empezar por la experiencia del cliente y después, solo después, trabajar en la tecnología. No al revés». Loterías, operadores, diseñadores de sistemas, desarrolladores de plataformas, proveedores de juegos y gobiernos; todos han invertido incontables recursos, horas de duro trabajo e investigación con el fin de crear productos sólidos y completos, plataformas fiables, sistemas estables y juegos responsables y gratificantes. Y todos hemos hecho nuestro trabajo realmente bien. Pero en algún momento hemos subestimado el valor percibido de la experiencia del cliente sin tener en cuenta que, muy a menudo, el público ha subido considerablemente el listón en cuanto a los resultados esperados. No cabe duda de que hemos respetado toda la normativa legal y hemos salvaguardado nuestra fe y confianza en las operativas tradicionales, pero ¿realmente hemos conseguido esa misma excelencia a la hora de escuchar la voz de nuestros clientes? En INTRALOT hemos llevado a cabo una amplia investigación, en la que hemos contado con varios grupos de jugadores y usuarios de plataformas (provenientes de distintos mercados), para poder recopilar toda la información que necesitábamos con el objetivo de crear, en último término, la solución perfecta. Hemos combinado estos descubrimientos con nuestro profundo conocimiento y experiencia en el sector de las loterías, y hoy estamos orgullosos de poder presentar INTRALOT Canvas. Canvas es una plataforma todo en uno diseñada para proporcionar una gestión centralizada de múltiples verticales de juego y centrada en ofrecer a nuestros jugadores una experiencia de usuario (User Experience, UX) personalizada y coherente a través de todos los canales de venta, tanto online como en comercio minorista. Prestando la máxima atención a las tendencias del mercado del juego, Canvas se ha convertido en la herramienta integral capaz de ofrecer una experiencia de juego de última generación a todos los públicos. Ha sido diseñada específicamente para ofrecer diferentes contenidos jugables a soluciones multicanal, con una excepcional eficacia en cuanto a coste y tiempo.
Deutsch
INTRALOT: Erfahre die Möglichkeiten. Steve Jobs hat einmal gesagt: „Du musst bei der Kundenerfahrung anfangen und dann den Weg zurück zur Technologie finden – nicht andersherum.“ Nur so kann man hier Erfolg haben. Lotterien, Veranstalter, Systemdesigner, Plattformentwickler, Spielehersteller und Regierungen haben alle unzählige Ressourcen, Stunden harter Arbeit und Forschung investiert, um vollständige und robuste Produkte zu entwickeln, verlässliche Plattformen, stabile Systeme und verantwortungsvolle Spiele, die Spaß machen. Und wir alle machen das sehr gut. Aber vielleicht haben wir dabei den Blick dafür verloren, wie wichtig die Kundenerfahrung ist, und welche Bedeutung es hat, dass unsere Kunden heute in vielen Bereichen bedeutend stärkere Ergebnisse erwarten als früher. Wir haben eindeutig alle bestehenden regulatorischen Vorgaben beachtet und sind unseren herkömmlichen Vorgehensweisen treu geblieben, aber haben wir unseren Kunden wirklich gut genug zugehört? Wir von INTRALOT haben intensive Untersuchungen verschiedener Spielergruppen und Plattform-User (aus unterschiedlichen Märkten) durchgeführt, um die entscheidenden Erkenntnisse zu gewinnen und so am Ende eine perfekte Lösung zu entwickeln. Wir haben diese Erkenntnisse mit unserem umfangreichen Wissen und unserer Erfahrung im Bereich Lotterie verknüpft, und heute sind wir stolz, Ihnen INTRALOT Canvas vorzustellen. Canvas ist eine All-in-One-Plattform, die für die zentrale Verwaltung multipler Spielevertikalen entwickelt wurde. Der Fokus liegt hierbei auf einer personalisierten und konsistenten Kundenerfahrung (User Experience UX) für die Spieler über alle Kanäle hinweg, sowohl online als auch im Einzelhandel. Wir haben erkannt, was der Spielemarkt braucht, und konnten Canvas dadurch zum ultimativen Tool für eine erstklassige Spielerfahrung für alle Arten von Nutzern entwickeln. Die Plattform ist speziell darauf ausgelegt, breit gefächerte Spielinhalte für Multi-Channel-Lösungen bereitzustellen, und das besonders günstig und zeiteffizient.

Other Articles

View all

Successful EL/WLA seminar highlights value of responsibility

Hosted by EL Member Hrvaska Lutrija, this year’s successful seminar provided an excellent opportunity to hear from experts in RG and CSR, understand how other lotteries are implementing their progra......

Read more Synopsis: fr / es / de

EL elects new Executive Committee & adopts Antwerp Resolution

Hansjörg Höltkemeier re-elected as EL President for the period 2019-2021 Re-elected EL President Hansjörg Höltkemeier (right) said, ‘‘We have had three fantastic days at the special 10th edi......

Read more Synopsis: fr / es / de

EL publishes first-ever Annual Report

Looking back at a successful 2018, EL has presented its first ever Annual Report. The Annual Report provides an overview of activities from the past year, which would not have been achieved without the ongoing support of EL members. By continuing to provide best practices, content and enthusiasm, they pave the way for the work of the Association....

Read more Synopsis: fr / es / de

EL’s Responsible Gaming Certification continues to reap benefits for members

Peter Simoner, CEO of Loteria Kombetare received his Commitment certificate from EL President Hansjörg Höltkemeier Benefits of the Commitment Level Loteria Kombëtare in Albania was the first-eve......

Read more Synopsis: fr / es / de

European Standard on reporting in support of online gambling supervision notes considerable progress

On 12 and 13 September the CEN Working Group drafting the Standard held its two-day meeting in Brussels. The Standard is expected to be put for public comment and a vote by the end of November 2019....

Read more Synopsis: fr / es / de

European Commission Sport Unit Breakfast welcomes EL

At the fourth European Commission Sport Unit Breakfast EL was invited to present how lotteries are supporting and using sport. EL President Hansjörg Höltkemeier highlighted the importance of promoting the values of sport and the sustainable financing from national lotteries....

Read more Synopsis: fr / es / de

2020 EL Innovation Awards are now open for submission!

For EL lottery members only, the awards are another key initiative led by the EL Innovation Working Group (ELIG), which was set up to inspire, connect and engage the EL community in innovation. The aw......

Read more Synopsis: fr / es / de

EL organises Corporate University Modules for the second year running

The Induction Module, aimed at new entrants in the lottery world (up to 3 years experience), allowed for an extensive introduction to the sector and an insight into the many complex activities. Over t......

Read more Synopsis: fr / es / de

First-ever EL seminar on Instant Games

In 2017 the overall sales of Instant Games (or sometimes called Scratch Cards) in Europe was 25.9 billion EUR. This made Instant Games the second most important game in the portfolio of EL members. Th......

Read more Synopsis: fr / es / de

Upcoming EL Seminars & Events

8-10 October: EL/WLA Security & Integrity Seminar. 5-7 November: Innovation Seminar. 20-22 November: EL/WLA Sports Betting Seminar. 27-29 November: Legal and Regulatory Affairs....

Read more

New appointments for EL members

From left to right: Kerstin Kosanke, Managing Director, Lotto Brandenburg, Alexandru-Mircea Croitoru, General Manager, Loteria Romania, Bekir Yunus Uçar, General Director, Turkish National Lottery Administration & Gábor Czepek, CEO, Hungarian National Lottery...

Read more

10th EL Congress – Lotteries, democracy and the European political landscape

Brett Henning  Brett Henning, Co-founder and Director at Sortition Foundation analysed the results of the elections, looking closely at the rise in European populism. In the past months and years,......

Read more Synopsis: fr / es / de

EL Congress Antwerp – Day 1: The Corporate Success of Chance

The Black Swan with keynote speaker: Mr. Nassim Nicholas Taleb  International bestselling author Nassim Nicholas Taleb focused his keynote presentation on the Black Swan, his book which looks at th......

Read more Synopsis: fr / es / de

EL Congress Antwerp – Day 2: Give Chance a Chance

Talent Vs Luck After a lively performance by mentalist Gili, three inspiring keynote speakers highlighted the role of randomness in success and failure, bringing with them their own personal expertis......

Read more Synopsis: fr / es / de

Call for global action as Macolin Convention enters into force

The Convention entered into force thanks to its ratification by Italy, Moldova, Norway, Portugal, Switzerland and Ukraine. Another 32 countries, including Australia, have also signed it. Within 12 mon......

Read more Synopsis: fr / es / de

New Managing Director at Germany’s Lotto Brandenburg

Kerstin Kosanke, Managing Director of Land Brandenburg Lotto GmbH After finishing her law studies in Potsdam, Ms. Kosanke worked for 15 years as an independent lawyer with a focus on tax law and man......

Read more Synopsis: fr / es / de

Loteria Romania appoints new General Manager

Honoured in his new role Alexandru-Mircea Croitoru as General Manager, he will continue to work on the implementation of projects that will drive the development of the lottery. The Romanian Lottery is one of the oldest institutions in the country, established in 1906 in order to improve the health system, especially in rural areas....

Read more Synopsis: fr / es / de

Interview with Gábor Czepek, new CEO of the Hungarian National Lottery

Gábor Czepek, CEO, Hungarian National Lottery Szerencsejáték Zrt. is one of Hungary’s largest, dynamically developing state-owned enterprises: What were the most pressing tasks in this initial......

Read more Synopsis: fr / es / de

Introduction to new General Director at the Turkish National Lottery Administration

Following a career in journalism, Bekir Yunus Uçar spent over 20 years in public service. He worked in several roles at Türk Telekom before joining the Turkish National Lottery Administration. He was appointed General Director by the Minister of Treasury and Finance....

Read more Synopsis: fr / es / de

Chance is a part of Lotteries. Chance is a part of Success. Chance is also a part of Life.

Hansjörg Höltkemeier, EL President & Jannie Haek, CEO of the National Lottery Belgium open the Trade Show at the 10th EL Congress in Antwerp ‘‘The Success of Chance’’ was the theme for......

Read more Synopsis: fr / es / de