Scientific Games: Elements of Social Success
With 46 percent of the world’s human population (or 3.4 billion) connected to the internet, today there are more than 20 social media sites with virtual communities of 100 million+ active users. Given the inherent social nature of games, many lotteries have made themselves right at home on social sites.
Social, a creative yet strategic channel, strengthens a lottery’s brand, promotes games and jackpots, gives the lottery feedback from players – and offers new ways to extend play through second-chance and for-fun games, without necessarily adding to prize structures and affecting net proceeds.
We spent some time with Amanda Saferin, Director of Product Marketing and Brand Integration, Lottery, for Scientific Games. Saferin is a member of a highly creative team bringing interactive games, mobile apps and more to the world’s lotteries.
One of the team’s primary focuses is creating a higher level of entertainment for new and younger lottery players. They’ve created unique interactive games that carefully leverage the element of skill, the excitement of leaderboards, and social media technology to offer interactive social competitions.
Skill-With-Reveal games are an all-new category of skill-based, interactive games that use a variety of techniques to award prizes – both monetary and virtual –without violating lotteries’ individual rules and regulations.
The games have a genuine skill component with leaderboards tied to the player’s social identity and network (such as Facebook), and an overlay or bonus feature for awarding predetermined prizes (such as drawing entries). Players can win prizes or play just for fun.
Skill-With-Reveal games are attractive to lotteries unable to offer internet components with their games and promotions for regulatory reasons. The games can be offered for pure entertainment by simply eliminating the reveal component and leveraging the games themselves to engage players in a truly social competition.
“The ways in which interactive second-chance and for-fun games integrate with social media is on the rise. These games are attracting the newest generation of lottery players who literally grew up playing digital games socially at home and on their mobile phones,” said Saferin. “Beyond second-chance games that complement games purchased at retail, lotteries are also offering free, for-fun games and for-fun modes in games that engage a community of players around the lottery. And the free, for-fun modes are proving to convert new players into paying players. Achievements keep them coming back.”
Saferin cites three key elements needed to integrate social into second-chance and for-fun games:
- Amplification: Social Sharing. It’s not rocket science that lottery games with social components will get talked about and shared time and time again by millions via Facebook and other social networks, amplifying awareness, interest and excitement.
- Convenience: Social Logins. Like mobile apps, social media networks are a convenient way for players to login to play in just seconds.
- Engagement: Leaderboards. What’s better than a little friendly competition amongst friends, family and co-workers? If an interactive lottery game is good, monetary prizes might not be needed. The prize is the player’s name sits atop a leaderboard for everyone to see.
Winning at Social
At the recent Global Gaming Awards in Las Vegas, an interactive Skill-With-Reveal game created by Scientific Games for the Pennsylvania Lottery made the top three for “2016 Digital Product of the Year.”
$100,000 Holiday Countdown Second-Chance Game featured six holiday-themed instant games purchased at retail. The Lottery’s VIP Player’s Club members were offered a second-chance to win instant cash prizes up to $500 and entries into a grand prize drawing for $100,000 by entering non-winning instant tickets in the online portal, or scanning the tickets with the Lottery’s official mobile app, also developed by Scientific Games.
The fast-paced, match-three puzzle game, Holiday Countdown gave players 60 seconds to line up three or more identical ornaments by shifting ornaments up or down, with power-ups quickly increasing the score. Players could compare scores with other players and friends on a social leaderboard.
The results proved the entertainment power of Skill-With-Reveal. With an overall participation rate of 17%, more than 5.5 million of the 32 million+ eligible non-winning tickets were entered into the $100,000 Holiday Countdown Second-Chance Game. The interactive game was played 972,000+ times during the nearly 11-week entry period, an average of 88,000+ plays per week.
“We support games like these with our Social Awards Gaming Engine, SAGE™,” said Saferin. “This is what makes it possible to integrate with more than 30 social networks, including Facebook, Twitter, Google+ and YouTube which are the primary networks right now for lotteries. Through social integration, players can share the lottery’s brand and games with their social groups. Social is the true meaning of interactive.”
After all, games are meant to be played with friends.
Written by Therese Minella, with contributions by Amanda Saferin
This content is offered by Scientific Games. For more information, visit scientificgames.com/lottery
- Amplification : Partage social. Ce n’est pas avoir la science infuse que de dire que les jeux de loterie à composantes sociales seront partagés maintes et maintes fois par des millions de personnes via Facebook et d’autres réseaux sociaux, amplifiant la notoriété, l’intérêt et l’excitation.
- Commodité : Connexion sociale. Comme les applications mobiles, les réseaux sociaux sont un moyen pratique pour les joueurs de se connecter en quelques secondes pour jouer.
- Engagement : Classement. Quoi de mieux qu’une petite compétition amicale entre amis, collègues ou en famille ? Si un jeu de loterie interactif est bon, des prix en espèce ne sont pas forcément nécessaires. Le prix est le nom du joueur qui se trouve au sommet d’un classement que tout le monde peut voir.
- Amplificación: Participación social. No hace falta ser un genio para ver que los juegos de lotería con componentes sociales darán de qué hablar y serán compartidos una y otra vez por millones de jugadores a través de Facebook y otras redes sociales, aumentando su presencia, el interés y la emoción.
- Comodidad: uso de credenciales de redes sociales. Al igual que las aplicaciones para móviles, las redes sociales permiten a los jugadores registrarse con comodidad para jugar en cuestión de segundos.
- Participación: Tablas de clasificación. ¿Qué es mejor que una pequeña competencia amistosa entre amigos, familiares y compañeros de trabajo? Si un juego de lotería interactivo es bueno, puede que no sea necesario obtener premios monetarios. El premio es el nombre del jugador situado en la parte superior de una tabla de clasificación para que todos lo vean.
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