Mapping global consumers and markets: one-size does not fit all!

As a global leader in the gaming industry, INTRALOT is constantly into gaining thorough understanding of new technology trends and tendencies in the consumer and the retail business contexts, so as to serve all its stakeholders better. To this respect, in late 2017, INTRALOT led the way into a global market research project, addressing 11.000 “dynamic” consumers, 18-54 years old internet users who live in urban centers, in 11 countries and 2.107 gaming & non-gaming offering retailers in 12 countries, further segmented into: large chains, independent stores and exclusive gaming stores, so as to define each audience’s relation to technology & innovation and their respective needs and trends.

WHO IS THE GLOBAL CONSUMER OF TODAY?

Living in a multi-geared world, dominated by different levels of attainment to technology and innovation, is a fact that INTRALOT knows all about.  From a global point of view, “one size fits all” is a misconception that cannot apply to the complex, multi-leveled forces of change; nor is the “black or white” approach enough to capture the diversity and richness-in-difference of today’s global consumers. To determine behaviours and preferences, thinking in continuums is more appropriate; thus, Intralot has segmented global consumers into 6 clusters depending on their degree of affiliation, familiarity and use of technology and technology innovation, representing a continuum of stances that vary from tech-enthusiasts to tech-phobics.

For this continuum to make sense, one has to keep in mind that overall stances towards technology and innovation are highly influenced by individual factors such as age, gender, education, income but, most importantly, by “collective identity” parameters, such as historical and cultural legacy, collective past experience with technology and country’s level of social maturity. Thus, extreme tech-enthusiasts and tech-rookies may be mainly located in newly emerged markets, such as Russia and China, while, tech-phobics or down-to-earth users of technology can be mainly found in the technologically and socially “mature” markets of Northern Europe [Germany & Sweden], USA and Australia.

Who are, thus, the 6 global consumer segments? Tech Rejecters, as per their name, seem distanced and worried about technology, even if they use it on a daily basis; Digital Rookies are on their first steps, eager to familiarize themselves better with technology but often in need of assistance and support; Contemporary Bloomers represent the young and link technology to innovation, gadgets and fun, while still being reluctant to fully digitalize their lives; Lifestyle Driven are rather superficial tech-adopters, focusing on social & leisure usage, mainly smartphone and gadget dependent; Pragmatic Engagers have a life-long relationship with technology, thus being more “mature” users, exploiting its benefits on their own terms for fun & convenience; Tech Lovers, finally, are non-judgmentally into technology and innovation, eager to adopt everything that is new, at once!

HOW DO RETAILERS RESPOND TO CONSUMERS’ DIVERSIFIED NEEDS?

Opposite to consumers, retailers seem to follow a rather bi-polar “path” to innovation, either pro or against it; in other words, retail tech-diversity is still in the making and it will take considerable effort to achieve.

 A dynamic group of open & uneasy retailers, mainly located in “mature” and competitive markets, such as U.S.A., Canada and Germany, or in tech-thirsty markets, such as China, easily adopt advanced applications and invest in new ideas ant propositions. Such retailers are the ones that follow technology and social trends, adapting to their customers changing needs; they also tend to describe the profile of their customers as rather tech-advanced who appreciate innovative offerings and spend considerably higher than others.

On the other hand, the majority of the global retail market consists of more settled retailers, with a set rule of habits, product portfolio and technological applications, who, in turn, portray a more traditional customer profile. Such retailers can be mainly found in markets, such as Greece and Romania, and tend to use mainstream technologies and devices only; respectively, they tend to attract lower-spending, less tech-engaged customers, who are not engaged by innovation.

HOW DOES DIVERSITY AFFECT THE GAMING MARKET?

Across profiles, targets and markets, it is evident that technology adoption, openness to the new and “thirst” for innovation go hand-in-hand with games of chance. Innovation-driven consumers “casualise” games of chance and incorporate them in their daily leisure patterns while dynamic, uneasy retailers of all sectors gradually incorporate gaming offerings in their portfolio.

As a result, current players of games of chance are mainly found among the Tech Lovers [54%] and Contemporary Bloomers [57%], who, combined, produce about 75% of total gaming share! Next to them, Digital Rookies [eager to familiarize themselves better with technology] are a new gaming audience of high potential.

At the same time, tech-adopting retailers, who are up-to date with the latest developments on their sectors, tend to invest in gaming options to a much greater extent than more “traditional” ones; thus, total penetration of games of chance reaches 26% among physical retail stores. Such retailers, aligned to their consumers’ preferences and needs, have incorporated gaming alternatives in their business and are open to enriching them with new, more advanced propositions, as long as they offer a differentiated customer experience environment and enhance profits.

THE FUTURE OF A DIVERSITY-DRIVEN GAMING MARKET

Along with the diversified and multi-dimensional consumers, respective diversification of gaming –in terms of channels, locations, experiences and platforms- is integral in today’s world; gaming providers need to provide the means for all types of players to enjoy seamless gaming experiences and address and cater for more complex audiences through multi-channel platforms.

In line with current global diversity, profile-based targeting is the next big step for retailers. In our days, market success is highly dependent on the degree to which retailers can address the customers they can best service and cater for their needs in a meaningful manner. Players seek tailor-made experiences that suit their broader profile, through retailers that can offer such experiences with specific, tailor-made products; thus, adaptability and flexibility in customer targeting that leads to satisfied, loyal audiences is today’s greatest challenge and asset for gaming retailers all around the world.

INTRALOT today offers 360o Sports Betting and Lottery Solutions that allow diversification and adaptation to payers’ habits and preferences, who expect technology to be naturally at the core of all operations and appreciate a carefree gaming experience, whichever the channel.

Its novel product portfolio enriched with a variety of gaming technology innovations such as cashless transactions, retailer optimization, business analytics, in-lane solution, superior trading managed services and best in class terminals, ensures consumers’ and retailers’ satisfaction.

THE PROFILE OF THE STUDY

A quantitative online study conducted via distinct pre-structured questionnaires that addressed 11.000 consumers, aged 18-54 y.o., residents of urban centres, in 11 countries and 2.107 retailers, either involved in gaming or not, in 12 countries, across 5 continents [North America, South America, , Europe, Asia and Australia], during August and September 2017. The study was led by Focus Bari S.A., a leading Greek market research agency, with the cooperation of SSi and Isra Center.

Here is the link to the Infographics

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Synopsis

Français

Cartographie des consommateurs et marchés mondiaux : une solution générique ne convient pas à tout le monde !

Il est impératif de bien comprendre les nouvelles tendances technologiques dans les contextes de la consommation et du commerce de détail, afin de mieux servir les parties prenantes et de définir plus précisément le rapport de chaque public à la technologie et à l’innovation, ainsi que leurs besoins et tendances respectifs.

Intralot a segmenté les consommateurs mondiaux en groupes, en fonction de leur degré de connaissance et d’utilisation de la technologie. À cette fin, Focus Bari S.A., une agence d’études de marché de premier plan, a dirigé une étude quantitative en ligne auprès de 11 000 consommateurs résidant dans des centres urbains de 11 pays, et 2 107 détaillants dans 12 pays, sur les 5 continents.

Outre les consommateurs diversifiés et multidimensionnels, la diversification respective du jeu (en termes de canaux, de lieux, d’expériences et de plateformes) fait partie intégrante du monde actuel ; les fournisseurs de jeux doivent donner à tous les types de joueurs les moyens de vivre des expériences de jeu homogènes et de s’adresser à des publics plus complexes via des plateformes sur différents canaux. Le succès du marché dépend en grande partie du degré auquel les détaillants peuvent s’adresser de manière cohérente à leurs clients, les servir et répondre à leurs besoins. Les joueurs sont à la recherche d’expériences sur mesure qui correspondent à leur profil plus élargi, par l’intermédiaire de détaillants pouvant proposer de telles expériences avec des produits spécifiques et sur mesure. Les fournisseurs de jeux doivent fournir à tous les types de joueurs des expériences de jeu homogènes, et s’adresser à des publics plus complexes via des plateformes sur différents canaux.

Aujourd’hui, Intralot propose des solutions globales de paris sportifs et de loteries qui permettent de se diversifier et de s’adapter aux habitudes et préférences des joueurs. Ceux-ci attendent de la technologie qu’elle soit naturellement au cœur de toutes les opérations, et ils apprécient une expérience de jeu facile, quel que soit le canal.

Español

Adaptación a mercados y consumidores globales: ¡no vale lo mismo para todos!

Tener una profunda comprensión de las nuevas tendencias y modas tecnológicas del consumidor y del negocio minorista es esencial para servir mejor a los interesados y definir de forma más precisa la relación de cada sector de la audiencia con la tecnología y la innovación, además de sus respectivas necesidades y tendencias.

Intralot clasifica al consumidor global en función de su grado de familiaridad y uso de la tecnología. En este mismo sentido, la agencia de investigación líder del mercado Focus Bari S.A. realizó un estudio cuantitativo en línea en el que participaron 11 000 consumidores residentes en centros urbanos de 11 países y 2107 minoristas de 12 países repartidos en 5 continentes.

Junto con la diversificación y la multidimensionalidad de los consumidores, la correspondiente diversificación del juego —en cuanto a canales, ubicaciones, experiencias y plataformas— es fundamental en el mundo de hoy; los proveedores de juegos deben ofrecer los medios para que todo tipo de jugadores pueda disfrutar de experiencias de juego agradables y satisfacer las necesidades de audiencias más complejas mediante plataformas multicanal. El éxito de mercado dependerá en gran medida del grado en que los vendedores sepan dirigirse a los consumidores a los que mejor puedan ofrecer servicios y satisfacer sus necesidades, mientras que los jugadores buscan experiencias personalizadas que se adapten a sus perfiles generales a través de vendedores con productos específicos y personalizados. Los proveedores de juegos necesitan ofrecer los medios para que todo tipo de jugadores disfrute de experiencias de juego agradables, llegando a audiencias más complejas a través de plataformas multicanal.

En la actualidad, Intralot ofrece soluciones integrales de loterías y apuestas deportivas diversificables y adaptables en función de los hábitos y preferencias de los jugadores, que esperan de la tecnología una experiencia natural en todas las operaciones y aprecian una experiencia de juego cómoda y agradable en todos los canales.

Deutsch

Globale Verbraucher und ihre Märkte: Es gibt keine Einheitslösung!

Um effektiver für unsere Stakeholder einzustehen und die Beziehung einzelner Verbrauchergruppen zu Technologie & Innovation und die entsprechenden Bedürfnisse und Trends besser zu verstehen, müssen wir ein umfassendes Verständnis der technologischen Trends und Tendenzen im Einzelhandel entwickeln.

Intralot hat globale Verbraucher basierend auf ihrer Vertrautheit mit und ihrer Nutzung von Technologie in Cluster unterteilt. Zu diesem Zweck führte Focus Bari S.A., eine führende Marktforschungsagentur, eine quantitative Studie unter 11.000 Verbrauchen in städtischen Ballungsräumen in 11 Ländern sowie unter 2.107 Einzelhändlern in zwölf Ländern auf fünf Kontinenten durch.

Lotterien müssen multidimensionale Verbraucher bedienen, die sich voreinander stark unterscheiden. Heute ist die Diversifizierung des Glücksspielangebots hinsichtlich Konsumkanal, Standort, angebotener Erfahrung und Plattform wichtig wie nie zuvor; Glücksspielanbieter müssen sicherstellen, dass alle Spielertypen eine nahtlose Spielerfahrung erhalten, und mit Multi-Channel-Plattformen komplexere Verbrauchergruppen ansprechen. Der Erfolg auf dem Markt hängt stark davon an, inwieweit Einzelhändler diejenigen Verbraucher ansprechen, denen sie den besten Service anbieten können und deren Bedürfnisse sie auf relevante Weise erfüllen können. Glücksspieler wünschen sich individuell abgestimmte Erfahrungen, die zu ihrem Profil passen, von Einzelhändlern, die diese Erfahrungen mit speziell zugeschnittenen Produkten bereitstellen können. Glücksspielanbieter müssen für alle Spielertypen interessante, nahtlose Spielerfahrungen anbieten und mit Multi-Channel-Plattformen komplexere Verbrauchergruppen für sich gewinnen.

Intralot bietet holistische Lösungen für Sportwetten und Lotterie an, mit denen das Angebot diversifiziert und an die Gewohnheiten und Präferenzen der Spieler angepasst werden kann. Denn Spieler erwarten heutzutage, dass alle Abläufe technologisch gesteuert werden und sie ganz unabhängig vom Kanal sorgenfrei das Glücksspiel ihrer Wahl genießen können.

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