NOVOMATIC Lottery Solutions: Staying relevant to make a difference

In business, as in most aspects of life, relevancy is important, and in today’s world of millennials if you are not relevant, you do not matter – worse perhaps, if you are not relevant, you do not exist. Historically, by the very nature of our industry, lotteries have relevance to everyone both directly through prize payouts and indirectly by revenue to good causes and/or government programs.

But the emotional connection that makes lottery matter to all adult demographics is lacking. There was a time when jackpots were enough, but then again, there was a time when a one-million-dollar jackpot drove scores of people to the local retailers to wait in long lines for their chance to win “big”. Jackpots are now in the billions of dollars. There is no “Jackpot Fever” at the one-million-dollar mark anymore and just as importantly, there is far less mention of lottery in the media as a consequence. In fact, the Multi-jurisdiction US Powerball game increased its starting jackpot to $40 million dollars. And even at that, significant segments of the population in many lottery jurisdictions do not engage in the mission of lottery, despite the potential to win prizes and despite the fact that they are morally in favor of supporting good causes.

This is lottery’s current delta between relevance and having a substance that matters to people, to players.

In this post-internet age of instantaneous, international interconnectivity, people are even more moved by the uncertainty of world security, the desire for human harmony and civility, and the real and pressing concern for environmental protection. Using the power of the purchase to also advocate for community, for social causes, is increasingly becoming one of the primary criteria in the selection of products and companies considered in a purchase decision. Recognizing and staying true to a cause has been at the core of the success of companies like Patagonia:

“Patagonia Mission Statement: Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.” “At Patagonia, the protection and preservation of the environment isn’t what we do after hours. It’s the reason we’re in business and every day’s work.”

THIS…is “Big Community” at its best. As identified during the recent EL/WLA Marketing Seminar:

BIG COMMUNITIES: The strategies and tactics of building and developing communities around lottery offerings…. (this includes) … using the stories of beneficiaries in marketing operations and benchmarking examples from other industries and new developments in the use of social media.

In conjunction with Big Jackpots and Big Data, Big Communities is the third significant element that can affect the current standing with the large segment of lottery’s missing demographics. Ironically, our industry is already the “do-good” industry in the gaming sector, but we are akin to the flower bulb beneath the soil in spring: the gardener knows it’s there, is thankful that it will return each year, but is truly awed only during the short blooming season. Lotteries, both individually and collectively, could benefit greatly by showing the world the true splendor of all that is continually flourishing as a result of the lottery business model.

Of course, generally every individual lottery does exactly that presently, but the communication typically relates specifically to the games with some advertising budget earmarked for mention of support to good causes and/or responsible gaming. But what if the industry began to collectively, and individually, leverage the current desire for activism that is directly impacting consumer behavior.

“That’s the crux of successful marketing today: activism is in. Our activism is currently mediated by brands,” says Will Fowler, Creative Director of Headspace.

“Brands are allowing people to pat themselves on the back without them personally having to sacrifice anything.  It’s true. … We’re all feeling the need to right the wrongs of today’s … world. If a brand can allow (people) to carry on (everyday) living and fuel social consciences” … that’s a win, win.

If the question is “What more can be done to elevate the image of and interest in lottery in the eyes of this activist society, in addition to the current efforts undertaken daily by brilliant operators?”, the answer may be to consider an additional use of the power of social media.

People talk… a lot these days, and in a lot of ways, which can be a great thing when the chatter can also serve some kind of greater good—the Big Communities. If lottery were trending because of the good lottery does past the jackpots and prizes, lottery would matter to people in a whole new way. Despite the differences of cultures and countries, people talk because people are people—a mother is a mother, an artist an artist, a teacher a teacher no matter the geographical boundaries. When something touches the heart, it is universal, as can be seen in these few examples of community building or social success among some successful companies.

Social Media for Lottery means….

People talk… a lot these days, and in a lot of ways, which can be a great thing when the chatter can also serve some kind of greater good—the Big Communities. If lottery were trending because of the good lottery does past the jackpots and prizes, lottery would matter to people in a whole new way. Despite the differences of cultures and countries, people talk because people are people—a mother is a mother, an artist an artist, a teacher a teacher no matter the geographical boundaries. When something touches the heart, it is universal, as can be seen in these few examples of community building or social success among some successful companies.

HAGKAUP: “PLAY FOR GOOD”          

Hagkaup is Iceland’s high end grocery and department store and before Christmas they decided to let their customers contribute to a good cause. A piano was put in front of the store in Iceland’s two biggest (possibly only) shopping malls. For each person who played the piano, Hagkaup donated 5000 kr. (around 40 euros) to a charity that supports underprivileged families. In addition to supporting a good cause, the playing enriched the holiday shopping experience for thousands of Christmas shoppers and created considerable social media buzz. By allowing their customers to be part of the giving experience, instead of simply giving the money to charity directly, Hagkaup made the most of its charitable donation.

WESTJET

In the airline industry WestJet is something of a prodigy in social media success. Their Christmas event has for years been the standard that other annual events are judged by. Seeing is believing. Head over to WestJet´s YouTube page, scroll down to the WestJet Christmas Miracle Videos section and pay special attention to their Real Time Giving and 12.000 Mini-Miracles videos. It’s easy to see parallels with what can be done by lotteries. For additional information on the success of the 12.000 Mini-Miracles, check out the Shorty Awards page for 12.000Mini-Miracles.

KLM ROYAL DUTCH AIRLINES

Another airline deserves a special mention here. KLM’s Bonding Christmas Buffet – is a great, well-executed idea that fits well with the social and coming-together mission of many lotteries. KLM is not a one trick pony and their “lost and found service” video has received over 22 million views since it was released in 2014.

DUMB WAYS TO DIE

What a title and what a brilliant idea. Tired of ineffective safety videos that are simply ignored, Metro Trains Melbourne created this gem of a video. They also created a number of follow up videos and apps that have had over 200 million downloads. The “Dumb Ways to Die” song reached the iTunes top 10 singles chart in the first week after the video’s release. There is also a website: http://www.dumbwaystodie.com/ where you can buy merchandise and learn more. It is easy to envision a similar video on responsible gaming getting widespread attention and really bringing home the message of playing within your means.

Good news has a universally positive effect, but to win and sustain allegiance and respect requires having the capacity to exploit social media, for example, to create and stay connected to a community. Consider Apple’s success in keeping the iPhone in the hands and in the lives of a large number of smartphone users.

When the iPhone was launched it was a revolution. Now, ten years later, the iPhone, and smartphones in a broader context, are simply part of our lives. The way Apple has managed to stay relevant is by employing modern technology at the outset and then constantly evolving and updating it. Apple has released over 10 major iOS releases and 15 different handsets during this time and added functionality that we take for granted today, such as copy/paste, the app store, a front facing camera and much, much more.

It seems to be becoming interesting for lotteries to engage in long-term technology contracts as a way to manage cost and perhaps avoid the pain of protracted procurement processes.  This could be a mistake, imagine you bought an IPhone back in 2007 on a ten-year contract and were still having to use it today. With its much slower network connectivity, lower resolution screen and limited memory etc., you simply would not be in a position to take advantage of the plethora of new applications, now available. This example offers an interesting parallel to 10-year lottery contracts. Succeeding in business both now and 10 years from now, in a world that moves as fast as ours, requires the use of the most modern technology that supports constant innovation and an ability to harness new trends. Together, technical superiority and social relevance will always matter in the formula for long-term business success.

This content is offered by NOVOMATIC Lottery Solutions. For more information, visit www.novomaticls.com.

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Synopsis

Français
Rester pertinent pour faire la différence.   Par la nature même du secteur, les loteries sont historiquement importantes pour tous, directement par le biais des paiements des gains, tout comme indirectement, par les recettes que les loteries apportent aux bonnes causes et/ou aux programmes gouvernementaux. Mais la connexion émotionnelle qui fait la loterie importe à tous les segments démographiques adultes est insuffisante. Dans notre ère post-Internet de l’interconnexion internationale instantanée, les gens sont plus encore touchés par l’incertitude causée par la sécurité mondiale, le désir d’harmonie et de civilité entre les hommes, et le souci réel et urgent de la protection de l’environnement. La contribution qu’un achat puisse faire à la défense de la communauté et des causes sociales devient l’un des principaux critères dans la sélection des produits et des entreprises considérés dans une décision d’achat.   Actuellement, les loteries font précisément cela, mais la communication est spécifiquement basée sur les jeux, avec une partie du budget publicitaire affectée à la mention du soutien aux bonnes causes et/ou au jeu responsable. Mais que se passerait-il si le secteur commençait, collectivement et individuellement, à exploiter le désir actuel d’activisme qui affecte directement le comportement des consommateurs.   Sur les contrats à long terme : Lorsque l’iPhone a été lancé, c’était une révolution. Aujourd’hui, dix ans plus tard, l’iPhone, et les smartphones dans un contexte plus large, font juste partie de notre vie. Apple a réussi à rester pertinente en utilisant la technologie moderne dès le début, puis en évoluant en permanence et en mettant cette technologie à jour. Au cours de cette décennie, Apple a lancé plus de 10 versions majeures d’iOS et 15 appareils différents, et a ajouté des fonctionnalités qui nous semblent aujourd’hui normales : le copier/coller, l’App Store, l’appareil photo frontal et beaucoup, beaucoup plus encore. La loterie n’a plus besoin de s’engager dans des contrats à long terme. Imaginez que vous ayez acheté un iPhone en 2007 avec un contrat de dix ans et que vous deviez toujours l’utiliser aujourd’hui !
Español
Seguir siendo relevantes para marcar la diferencia.   Históricamente, debido a la naturaleza de nuestro sector, las loterías siempre han resultado relevantes para todo el mundo, tanto de forma directa, mediante los pagos de premios, como indirecta, realizando aportes a causas benéficas y programas del Gobierno. Pero se echa en falta la conexión emocional que hace que la lotería sea importante para la población adulta. En esta época post-Internet de interconectividad instantánea e internacional, la gente se siente conmocionada por la incertidumbre de la seguridad mundial, el deseo de armonía y de civismo, y la preocupación, muy real y apremiante, por proteger el medio ambiente. Utilizar el poder de las compras para promover acciones para la comunidad, y para causas sociales, se está convirtiendo en uno de los criterios principales a la hora de seleccionar productos y empresas cuando se realiza una compra.   Por lo general, todas las loterías ya se sirven de ello en la actualidad, pero la comunicación suele centrarse en los juegos, reservando una parte del presupuesto de publicidad para mencionar causas benéficas o el juego responsable. Pero, ¿qué ocurriría si la industria comenzase a aprovechar, de forma individual y colectiva, ese deseo de activismo actual que está teniendo un efecto directo en el comportamiento de los consumidores?   Acerca de los contratos a largo plazo: Cuando el iPhone salió al mercado, supuso una revolución. Hoy, diez años más tarde, el iPhone y los smartphones en un contexto más amplio son, simplemente, parte de nuestras vidas. Apple ha conseguido seguir siendo relevante mediante el empleo de tecnología moderna desde el principio, y actualizándose y evolucionando constantemente. Apple ha lanzado más de 10 versiones principales del iOS y 15 dispositivos móviles diferentes durante este tiempo, y ha ido añadiendo funciones que, hoy en día, damos por descontadas, como por ejemplo copiar/pegar, la App store, la cámara frontal y mucho, mucho más. La lotería ya no necesita comprometerse mediante contratos a largo plazo. ¡Imagínese que hubiese comprado un iPhone en el 2007 con un contrato a diez años y tuviese que usarlo en la actualidad!
Deutsch
Bleiben Sie relevant, um einen Unterschied zu machen. Historisch gesehen haben Lotterien durch die Art unserer Branche Relevanz für alle direkt durch Preisauszahlungen und indirekt durch Einnahmen von guten Zwecken und/oder Regierungsprogrammen. Aber die emotionale Verbindung, die die Lotterie für alle erwachsenen Demografien ausmacht, fehlt. In diesem Post-Internet-Zeitalter der augenblicklichen internationalen Interkonnektivität werden die Menschen noch mehr von der Unsicherheit der Weltsicherheit, dem Wunsch nach menschlicher Harmonie und Anstand und der wirklichen und dringenden Sorge um den Umweltschutz bewegt. Der Einsatz der Macht des Kaufs als Vertretung für die Gemeinschaft, für soziale Gründe, wird zunehmend zu einem der Hauptkriterien bei der Auswahl von Produkten und Unternehmen, die bei einer Kaufentscheidung betrachtet werden. In der Regel tut jede einzelne Lotterie derzeit genau das, aber die Kommunikation bezieht sich in der Regel speziell auf die Spiele mit einigen Werbebudgets für die Erwähnung der Unterstützung guter Zwecke und/oder verantwortliches Spielen. Aber was wäre, wenn die Branche kollektiv zusammenkommt und individuell den aktuellen Wunsch nach Aktivismus nutzen würde, der das Konsumentenverhalten direkt beeinflusst. Über Langzeitverträge: Als das iPhone ins Leben gerufen wurde, war es eine Revolution. Jetzt, zehn Jahre später, sind das iPhone und die Smartphones in einem breiteren Kontext einfach ein Teil unseres Lebens. Apple hat es geschafft, relevant zu sein, ist, indem es moderne Technik von Anfang an einsetzt und sich dann ständig weiterentwickelt und aktualisiert hat. Apple hat über zehn große iOS-Veröffentlichungen und 15 verschiedene Handys während dieser Zeit auf den Markt gebracht und zusätzliche Funktionalitäten hinzugefügt, die wir heute für selbstverständlich halten, wie z. B. Kopieren und Einfügen, den App Store, eine Frontkamera und vieles mehr. Die Lotterie muss sich nicht mehr für langfristige Verträge einsetzen. Stellen Sie sich vor, Sie hätten ein iPhone im Jahr 2007 mit einem zehnjährigen Vertrag gekauft und müssten es heute noch benutzen!

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