Novomatic: The Potential of Trivia Apps is Anything but Trivial
Business Insider recently reported on a popular new app that launched this past August. The app, described as “a trivia-styled, fast-paced mashup of ‘Who Wants to Be a Millionaire’ and ‘Jeopardy’ for the internet age” is currently only available for iOS users, but it is still one of the most popular apps on the market. The trivia app offers an interactive gameshow-like broadcast twice a day in which any user can participate by answering a series of trivia questions. One incorrect answer results in elimination, but any player who can answer each question correctly wins a portion of the day’s jackpot. The final individual payouts so far have amounted to only a few hundred dollars, depending on the number of winners each round. However, the prizes and the number of players have steadily grown with no sign of slowing.
Of course, gray market lottery and casino games are not new topics in the regulated gaming world, but this is something very different. This app is still new to the market so it remains to be seen whether it will actually develop into a disruptive element for the gaming industry.
First, what would the spread of this game or similar models mean for traditional lottery retail? It’s tempting to think that the differences between traditional lotto and an online trivia app are large enough that they would not compete for players. After all, even if the trivia app develops a more lucrative funding model, it would probably struggle to offer the massive jackpots characteristic of the traditional lottery. But such reasoning overlooks some important similarities between the two products. The trivia app broadcasts only take place at prescheduled times each day, so the game play in this respect is more similar to traditional lotto than, say, an on-demand e-casino. The trivia app is also designed to create a social experience that resembles that of the nightly lotto draw. Friends and family once gathered to watch lotto draws on television, but now the television is being replaced with personal mobile devices, the numbers with trivia questions, and tickets are no longer required at all.
Another question worth considering is: does the trivia app appeal to the same audience as the traditional lottery? Probably not, but that’s also part of the problem. The trivia app caters to the interests of Millennials—a key and challenging demographic for the lottery industry—in a way that lotteries have yet to perfect. The accepted wisdom on how to reach Millennials includes strategies like creating engaging social experiences, offering games that are fun and easy to play, and offering games that balance both skill and luck. While lotteries struggle to do these things, the trivia app achieves all of them with the added advantage that participation costs absolutely nothing!
There are, of course, more questions, but the one the lottery industry must answer now is: what should lotteries do to respond? The answer isn’t entirely clear, but what is clear is the lottery industry must recognize that fast-emerging technologies have the potential to bring about hugely disruptive changes incredibly quickly. The trivia app launched only a few months ago, but today it has over two-hundred thousand users. How many could it have a year from now? And how many might its eventual competitors have two years from now?
It’s not enough to respond to changing conditions, the lottery industry must be able to respond quickly. The challenges of today’s retail environment will require that modern lotteries move toward hardware-independent solutions, open architectures, and API-driven integrations. That means less reliance on terminals and paper tickets and more on mobile devices and apps. It also means an ability to quickly and efficiently integrate third-party games and solutions. For example, any lottery with the right combination of technology and creative thinking could work with existing products like the trivia app to offer additional in-app purchases for larger jackpots, or lotteries could develop their own games that build on the successes of existing models while raising money for good causes.
With open, flexible infrastructures, lotteries will have the tools to approach disruptive trends as opportunities rather than as threats. The tools exist and the opportunities exist, so maybe the real question is: which lotteries will be ready?
Szerencsejáték Zrt. First, Scientific Games won the implementatio...Read more
Robin Bowler, Government Markets Director at Playtec...Read more
George Vassilaras, INTRALOT Group Retail Director How do customers a...Read more
Novomatic: Le potentiel de Trivia Apps est tout sauf insignifiant
Business Insider a récemment publié un article sur une nouvelle application populaire lancée en août dernier. Ce jeu a le potentiel pour devenir un concurrent des loteries réglementées, et la viabilité d’un jeu disponible dans le monde entier offrant des prix en espèces sans frais d’entrée soulève des questions très épineuses.
Novomatic: No hay que tomarse como un juego el potencial de las aplicaciones de juegos de cultura general
Recientemente, Business Insider sacó un artículo sobre una nueva aplicación muy popular lanzada el pasado agosto. Este juego tiene el potencial de convertirse en un competidor para las loterías reguladas, y la viabilidad de un juego disponible globalmente y que ofrezca premios en metálico sin costes de inscripción da lugar a preguntas escabrosas.
Novomatic: Quiz-Apps sind kniffelig
Business Insider hat jüngst von einer beliebten neuen App berichtet, die im vergangenen August auf dem Markt kam. Dieses Spiel kann sich schnell zu einem Konkurrenten behördlich regulierter Lotterien auswachsen, und das Geschäftsmodell, das es ermöglicht, mit einem global verfügbaren Spiel ohne Einstiegskosten Geldgewinne auszuschütten, wirft komplexe Fragen auf.
The European Commission closes all infringement probes and pending complaints in the gambling sector
EU Flags at the European Commission Building The College of Commissioners decided on 07 December 2017 to close all the pending infringement probes and complaints in the gambling sector. Thereby the......Read more
The mission of WILL is to drive high-performance business growth through supporting the advancement of women into top positions of lottery management, leadership and responsibility. WILL powered the......Read more
The current tax framework does not fit with modern realities Following a narrative that the current tax framework cannot capture activities which are increasingly based on intangible assets and d......Read more
Avoiding fake news Her advice for marketers is straightforward: Be honest. Don’t give in to the impulse of using clickbait headlines. Tell a true story, and......Read more
Keynote speaker highlights At the conference, a number of top-class keynote speakers focused their attention on communication strategies relevant to the lottery sector. Jon Du......Read more
Georg Wacker: “EL provides important international standards for state-lotteries which demonstrate to consumers that the games we offer are absolutely trustworthy.”
Georg Wacker, Managing Director of Staatliche Toto-Lotto GmbH Baden-Württemberg Georg Wacker gives his opinion on the current gaming sector and the challenges faced by lotteries: “As ma......Read more
INSERTA Network activity with HR & CSR managers Moreover, it will be an important collaboration between lotteries, European Institutions and national governments to achieve the objectives of the......Read more
Dr. Bettina Rotharmel, Board Member of GKL Gemeinsame Klassenlotterie der Länder Bettina Rothärmel has a degree in economics and many years of experience in marketing and sales. During h......Read more
Ralf von Einem, Managing Director of Lotto-Toto GmbH Sachsen-Anhalt (LTSA) Ralf von Einem was born in 1966 in Hamburg and studied economics and organizational sciences, as well as business......Read more
Lotteries are bound by strict rules; they cannot simply make money, but also have a duty to protect society. If Lotteries want to advertise, they are prohibited by law from painting an overly rosy p......Read more