INTRALOT: Successful data-driven strategies require a holistic approach that drives player engagement

Lotteries and gaming operators are modernizing fast by applying digital transformation, data-driven strategies. The quality of the data that goes into the system is critically important. INTRALOT has been offering a holistic approach that enhances player registration and systematic data selection through the integration of the mobile and interactive channels into the retail experience.


In the big data era, collection and analysis of information is transforming traditional industries and gives birth to new ones from manufacturing to retail and services.

As lotteries and gaming operators are moving fast towards modernizing the way they address their customers’ needs and digitizing the shopping experience, more and more best practices are being transferred from other industries that have already developed sophisticated analytics and big-data handling tools. Every industry, though, is different and a successful big-data strategy in gaming needs to focus on certain industry-specific targets, practices and knowledge but also has to be tested and improved with industry specific-techniques.

Enhancing and unifying the playing experience across channels and product verticals has been a key goal for recent INTRALOT’s new Products and Services design philosophy. The newly launched CRM system, Pulse, and a personalized Content Management System, Canvas, have been at the center of the “All about the Player” concept which aims at expanding and diversifying our product portfolio and digitize the lottery shopping experience.

Optimal results from big-data analysis are usually experienced in all industries when a longer, holistic view is adopted. Marketing Tools, Risk and Fraud mechanisms, as well as Responsible Gaming tools are all essential CRM components for a successful big-data handling system. But the quality of the data that goes into the system is also critically important. Whether applied to product design, facilitating inventories or boosting sales through targeted, personalized marketing, the quality of the collected data in every industry is key in delivering improvements and adding value.

Player registration hence becomes an important and central element towards improving data quality when unfolding a big data strategy. Player registration not only enhances analytics policies but also drives player engagement and loyalty. A registered player is an engaged player. And then, of course the CRM-CMS systems themselves, by delivering value back to the player, enhance the player engagement process.

Integrating the mobile and interactive channels into the brick-and-mortar experience, therefore, becomes an enabler for player engagement and a driver for the collection of accurate and relevant data. INTRALOT has been an early champion of this approach by providing ways by which the digital/mobile channel can become an ally rather than a threat for the sustainability of the retail channel. Last but not least, successful player engagement requires that the data players agree to share with the operators remain secure and will only be used for the purposes they have been provided for. It’s another very important element for building trust and loyalty with the player.
On the technical level now, Lotteries and Operators require flexible solutions to implement their digital strategies. INTRALOT’s modular architecture allows scalability and flexibility to adapt to Operators’ needs including easy, seamless integration of third party tools, across verticals and across channels.

The entire industry is being driven by the need to integrate a consumer-focus with operations and retailing.  There is no doubt that consumer expectations will keep evolving.  And this is why vendors need to stay current with consumer trends, learn from other industries and bring swiftly to market the products that fully satisfy their clients while opening new markets that are leapfrogging directly to the digital era.

Success will be determined by our ability to harvest accurate and relevant information, handle it securely, and convert it into value for the consumer.

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

Related Articles

View all

Synopsis

Français
Les stratégies réussies axées sur les données demandent une approche holistique qui stimule l’engagement des joueurs Alors que les opérateurs de loteries et de jeux avancent rapidement vers la modernisation des réponses qu’ils apportent aux besoins de leurs clients et vers la numérisation de l’expérience d’achat, de plus en plus de meilleures pratiques issues d’autres secteurs sont transférées vers celui-ci. Cependant, une stratégie Big Data réussie dans le secteur du jeu doit être centrée sur certaines cibles spécifiques au secteur. Améliorer et unifier l’expérience de jeu à travers les canaux et les secteurs verticaux de produits est un objectif clé de la récente philosophie de conception de nouveaux produits et services d’INTRALOT. Le système de gestion de la relation client (GRC) lancé récemment, Pulse, et un système personnalisé de gestion de contenu, Canvas, sont désormais au centre du concept « Tout pour le joueur » qui vise à élargir et à diversifier notre portefeuille de produits et à numériser l’expérience d’achat dans le secteur de la loterie. Les outils marketing, les mécanismes de risque et de fraude, ainsi que les outils de jeu responsable représentent tous des éléments GRC essentiels pour un système de gestion performant de Big Data. Mais la qualité des données qui entrent dans le système est également d’une importance capitale quand il s’agit des améliorations et de la valeur ajoutée. L’enregistrement des joueurs devient ainsi un élément important et même crucial pour l’amélioration de la qualité des données lors du déploiement d’une stratégie Big Data. L’enregistrement des joueurs améliore non seulement les politiques d’analyse, mais permet aussi de renforcer leur engagement et leur loyauté. Un joueur enregistré est un joueur engagé. Intégrer les canaux mobiles et interactifs dans l’expérience concrète devient de ce fait un catalyseur de l’engagement des joueurs et un moteur pour la collecte de données précises et pertinentes. INTRALOT a été l’un des premiers à employer cette approche en fournissant les moyens pour que le canal numérique/mobile devienne un allié, plutôt qu’une menace, pour la durabilité du canal de vente. Au niveau technique maintenant, les loteries et les opérateurs ont besoin de solutions flexibles pour mettre en place leurs stratégies numériques. L’architecture modulaire d’INTRALOT permet souplesse et flexibilité pour s’adapter aux besoins des opérateurs, y compris l’intégration facile et harmonieuse des outils tiers, à travers les secteurs verticaux et les canaux.
Español
Las estrategias de éxito basadas en datos requieren un enfoque integral que aumente la implicación del jugador Dado que las loterías y los operadores de juego están modernizando a gran velocidad la forma en la que abordan las necesidades de sus clientes y digitalizan la experiencia de compra, se están imitando cada vez más las mejores prácticas de otros sectores. Sin embargo, una estrategia exitosa de Big Data para juegos de azar debe centrarse en ciertos objetivos específicos de este sector. Mejorar y unificar la experiencia de juego en los distintos canales y los mercados verticales de producto han constituido uno de los objetivos fundamentales en la nueva filosofía de diseño de Productos y Servicios de INTRALOT. El recién lanzado sistema de CRM, Pulse, junto a un sistema de gestión de contenidos personalizado, Canvas, ha sido el núcleo del concepto “Todo sobre el jugador”, que tiene como objetivo ampliar y diversificar nuestra gama de productos y digitalizar la experiencia de compra de lotería. Los mecanismos de las Herramientas de Marketing, de Riesgo y de Fraude, así como las herramientas de Juego Responsable son componentes esenciales del CRM para ofrecer un sistema de gestión de Big Data eficaz. Pero la calidad de los datos que se incorporan al sistema es también muy importante a la hora de realizar mejoras y ofrecer valor añadido. Por lo tanto, la inscripción de jugadores se convierte en un elemento muy importante a la hora de mejorar la calidad de los datos cuando se desarrolla una estrategia de Big Data. La inscripción de jugadores no solo mejora los patrones de análisis, sino que también contribuye a aumentar la implicación y la fidelidad del jugador. Un jugador registrado es un jugador implicado. Por ello, la integración de los canales móviles e interactivos en la experiencia de juego tradicional se convierte en un elemento que facilita la implicación del jugador y que favorece la recopilación de datos precisos y relevantes. INTRALOT ha sido uno de los primeros promotores de este enfoque, ofreciendo sistemas con los que el canal digital/móvil puede convertirse en un aliado, y no una amenaza, para la sostenibilidad del canal de puntos de venta. En el plano técnico actual, las Loterías y los Operadores requieren soluciones flexibles para implementar sus estrategias digitales. La arquitectura modular de INTRALOT ofrece escalabilidad y flexibilidad para adaptarse a las necesidades de los Operadores, incluyendo una integración fácil y sin problemas de herramientas de terceros en distintos mercados verticales y canales.
Deutsch
Erfolgreiche datengesteuerte Strategien erfordern einen ganzheitlichen Ansatz, der das Engagement der Spieler fördert. Da sich Lotterien und Spielbetreiber schnell zu einer Modernisierung der Art und Weise bewegen, wie sie die Bedürfnisse Ihrer Kunden ansprechen und das Einkaufserlebnis digitalisieren, werden immer weitere Best Practices aus anderen Branchen übernommen. Eine erfolgreiche Big-Data-Strategie im Spielebereich muss sich jedoch auf bestimmte branchenspezifische Ziele konzentrieren. Die Steigerung und Vereinheitlichung des Spieleerlebnisses über Kanäle und Produktvertikalen hinweg war ein wichtiges Ziel für die aktuelle INTRALOT Designphilosophie für neue Produkte und Dienstleistungen. Das kürzlich gestartete CRM-System Pulse und ein personalisiertes Content Management System, Canvas, stehen im Mittelpunkt des Konzepts „Alles dreht sich um den Spieler“, das unser Produktportfolio erweitert und diversifiziert und das Lotterie-Shopping-Erlebnis digitalisiert. Marketing-Tools, Risiko- und Betrugsmechanismen sowie Tools für Verantwortungsvolles Spielen gehören alle zu den wesentlichen CRM-Komponenten für ein erfolgreiches Big-Data-Handling-System. Aber die Qualität der Daten, die in das System eingehen, ist bei der Bereitstellung von Verbesserungen und der Wertschöpfung ebenfalls von entscheidender Bedeutung. Die Spielerregistrierung wird daher ein wichtiges und zentrales Element zur Verbesserung der Datenqualität bei der Entwicklung großer Datenstrategien werden. Die Spielerregistrierung verbessert nicht nur die Analytik-Richtlinien, sondern auch das Spielerengagement und die Loyalität. Ein registrierter Spieler ist ein engagierter Spieler. Die Integration der mobilen und interaktiven Kanäle in die nicht virtuelle Erfahrung wird daher zum Sprungbrett für das Spielerengagement und zum Antrieb für die Erhebung genauer und relevanter Daten. INTRALOT war ein früher Meister dieses Ansatzes, indem er die Möglichkeiten bietet, mit denen der digitale/mobile Kanal ein Verbündeter werden kann, anstatt einer Bedrohung für die Nachhaltigkeit des Einzelhandelskanals. Auf technischer Ebene benötigen Lotterien und Betreiber flexible Lösungen, um ihre digitalen Strategien umzusetzen. INTRALOTs modulare Architektur ermöglicht Skalierbarkeit und Flexibilität, um sich an die Bedürfnisse der Betreiber anzupassen, einschließlich der einfachen, nahtlosen Integration von Drittanbieter-Tools über Vertikalen und Kanäle hinweg.

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