Using Consumer Insights to Fill Gaps in the Draw Portfolio and Offer New Reasons to Play

In European markets, where draw portfolios usually include multijurisdictional jackpot games and Lotto games with multi-million-euro prizes, it’s less typical to see a daily “cash game” offering an aspirational prize for a modest ticket price. Based on advanced customer-segmentation methodology and models that were tailored to the local market, Italy’s Lottomatica developed and launched a €1 draw game that gives players “a chance every day to be a millionaire.” The essence of this successful game has the potential for adoption by other European lotteries.

In a mature and competitive market such as the Italian one, innovation is a key ingredient in the recipe for continued growth. And while innovation is clearly the backbone of the online gaming segment, it’s also possible to be innovative within traditional lottery portfolios where the primary sales drivers are still retailers.

The new “MillionDay” draw game launched in 2018 by IGT’s Lottomatica, the largest lottery supplier in Italy, has successfully broadened the lottery customer base while also attracting retailers and existing draw-game players. With record sales of close to €1 million in a single day and 35 of the million-dollar prizes awarded in just eight months, it’s an example of how innovation and tradition can work together – and potentially be adapted by other European lotteries.

Marzia Mastrogiacomo, Senior Vice President Lotteries, Lottomatica

MillionDay is easy to play, making the game accessible and appealing to a large portion of consumers: Players choose five numbers out of 55 for a chance to win €1 million in a daily scheduled draw at 7 p.m. The fixed price of €1 also positions MillionDay as an upsell to other game purchases.

“One euro for the chance to win one million is something that people can easily add to their daily routine,” says Marzia Mastrogiacomo, Senior Vice President Lotteries, Lottomatica. “You stop at the coffee bar to get your coffee and add a euro. Or someone thinks, ‘I feel lucky today, I’m going to play today.’ The amount of the prize is achievable, but it’s also life-changing for the majority of people.”

The game mechanics and marketing were designed to appeal to diverse player groups based on Lottomatica’s sophisticated consumer segmentation methodology. This disciplined approach includes in-depth research on consumer attitudes and regular audits of the consumer base, yielding both insights and gaps that need to be addressed.

“We identified some opportunities here in Italy based on our market research and strategic needs. Lottomatica also took advantage of IGT’s broad knowledge base and game innovation process to exchange ideas and look at other successful business cases,” says Mastrogiacomo. It’s an example of innovating within a portfolio gap and leveraging deep customer insights to cover “white spaces” in the portfolio and give players an appealing reason to consider the game.

The Path of Innovation

The game concept for MillionDay evolved from an analysis of the U.S. market, where daily “cash games” coexist with weekly jackpot draw games and fast games with multiple draws per day.

Lottomatica had introduced fast-play games to its portfolio in 2010 with 10eLotto, a live monitor game of 20 numbers drawn out of 90 every five minutes. “10eLotto was an initial way to innovate with the traditional Lotto game, which was declining,” explains Mastrogiacomo. “It was created to address players’ desire for more frequent wins and a higher availability of draws. Traditional Lotto is slow because you wait for the drawing three times per week – and the complexity of the game is high. When Lotto was the only game in the market, it enjoyed great success. But when competition came from instant scratch games and other competitive games, we realized that we needed to move into new forms of Lotto without abandoning the flagship.”

10eLotto delivers higher speed, higher engagement, and a higher payout. After the game proved to be successful in the market for a few years, Lottomatica’s player research showed an opportunity to extend 10eLotto and expand the experience into a second chance offer. Looking at the player insights and leveraging the knowledge of IGT’s North American product marketing teams, Lottomatica introduced the additional draw of one “golden number” – Numero Oro, a type of bulls-eye feature. In another wave of evolution, Doppio Oro followed in 2014, giving players second-chance access to the Numero Oro prize structure, as well as the chance to receive even higher prizes if both “golden numbers” are matched.

As a result, the overall program for 10eLotto broke the barrier of €5 billion sales in 2017, and projected sales for 2018 are even higher. 10eLotto is now the top draw game in Italy by sales.

Launching MillionDay

To continue innovating within the draw portfolio, Lottomatica leveraged U.S. models to create MillionDay, strategically positioning the draw frequency between the traditional “three times a week” of Lotto and the “every five minutes” of 10eLotto.

“The three games are precisely designed to appeal to different consumers and players,” notes Mastrogiacomo. “They match different customer needs.” MillionDay and the other draw games in the portfolio can be played via mobile and online ─ an important aspect of accessibility and appeal to mid- and younger-aged players, as traditional games attract players in the 55-60 or older age range.

In the retail channel, retailers have the whole day to sell MillionDay without being overwhelmed by too many draws. “The fixed draw time of 7 p.m. became a central element of Lottomatica’s marketing campaign,” notes Mastrogiacomo. In each television spot, at precisely 7 p.m., an actor “jumps” out of his or her everyday life and into dream locations such as the deck of a yacht or a tropical island, to be welcomed by other millionaires there. Television and radio spots are complemented by an online video campaign on YouTube, as well as specific social media activities to support awareness and engagement through dedicated content.

The backbone of the game is relatively simple, but the consumer insights behind it, the brand idea, and the marketing execution have rapidly made MillionDay the market leader in the daily games segment in Italy. “Even though the concept isn’t new, the way it’s done may be interesting for other lotteries to consider and adapt to their own market,” says Mastrogiacomo.

To learn more, please contact: Sharon Duncalf, Vice President, Marketing Operations and Strategic Planning, WLA International

Sharon.Duncalf@IGT.com

This content is offered by IGT. For more information, visit igt.com.

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Synopsis

Français

Utiliser la connaissance du consommateur pour combler les lacunes du portefeuille de tirages et proposer de nouvelles raisons de jouer

Bien que l’innovation constitue clairement le pilier du segment des jeux en ligne, il est également possible d’innover au sein des portefeuilles de loteries traditionnels, où les détaillants continuent à être les principaux moteurs de vente. Le succès du nouveau jeu de tirage « MillionDay », lancé au début 2018 par Lottomatica d’IGT, a été conçu avec des mécanismes de jeu et du marketing pour plaire à divers groupes de joueurs, sur la base d’une méthodologie sophistiquée de segmentation des consommateurs. C’est un exemple de la façon dont l’innovation et la tradition peuvent fonctionner de concert, et pourraient éventuellement être adaptées par d’autres loteries européennes.

MillionDay est facile à utiliser, ce qui rend le jeu accessible et attrayant pour une grande partie des consommateurs : Les joueurs choisissent cinq numéros sur 55 pour avoir la chance de gagner 1 million d’euros lors d’un tirage au sort quotidien à 19 h. Le prix fixe de 1 € positionne également MillionDay dans la catégorie de vente additionnelle aux autres achats de jeux. Le concept de jeu a été élaboré à partir d’une analyse du marché américain, où des « jeux d’argent » quotidiens coexistent avec des jeux proposant un tirage hebdomadaire du jackpot et des jeux rapides avec plusieurs tirages par jour. Lottomatica avait déjà introduit les jeux rapides dans son portefeuille en 2010 avec 10eLotto, un jeu en direct composé de 20 numéros tirés sur 90 numéros toutes les cinq minutes. Lorsque le jeu a remporté un franc succès sur le marché, Lottomatica a étendu avec succès l’expérience aux offres de la seconde chance.

Avec MillionDay, Lottomatica a continué d’innover au sein du portefeuille en positionnant de manière stratégique la fréquence de tirage entre le traditionnel « trois fois par semaine » de Lotto et le « toutes les cinq minutes » de 10eLotto. « Les trois jeux sont conçus avec précision pour plaire à différents consommateurs et joueurs », note Marzia Mastrogiacomo, directrice générale adjointe des loteries, Lottomatica. Des spots télévisés et radiophoniques pour promouvoir le jeu sont complétés par une campagne vidéo en ligne sur YouTube et des activités sur les réseaux sociaux destinées à sensibiliser le public et à susciter son engagement.

Le pilier du jeu est relativement simple, mais la connaissance du consommateur qui le sous-tend, l’idée de la marque et l’exécution du marketing ont rapidement fait de MillionDay le leader du marché des jeux quotidiens en Italie. « La manière dont il est exécuté peut faire réfléchir les autres loteries, qui peuvent l’adapter à leurs propres marchés », déclare Mastrogiacomo.

Pour savoir plus, veuillez contacter : Sharon Duncalf, vice-présidente, Opérations marketing et planification stratégique, WLA International - Sharon.Duncalf@IGT.com

Ce contenu est proposé par IGT. Pour plus d’informations, veuillez consulter igt.com.
Español

Uso de los datos de consumidores para llenar huecos en la cartera de juegos de sorteo y ofrecer nuevas razones para jugar

Si bien la innovación es sin duda la columna vertebral del sector del juego en línea, también se puede innovar dentro de la cartera de loterías tradicional, donde las principales ventas siguen siendo realizadas por vendedores en persona. El juego por sorteo “MillionDay” fue estrenado a principios de 2018 por Lottomatica, de IGT, y ha resultado todo un éxito, con una mecánica de juego y un marketing diseñados para atraer a diversos grupos de jugadores, usando metodologías de segmentación del consumidor de lo más sofisticadas. Este es un ejemplo de cómo la innovación y la tradición pueden ir de la mano, y posiblemente ser adoptadas por otras loterías europeas.

Jugar a MillionDay es muy sencillo, lo que logra que el juego sea accesible y atractivo para un segmento muy amplio de los consumidores: Los jugadores escogen 5 números entre 55 posibles y juegan por la posibilidad de ganar 1 millón de euros en un sorteo programado a diario a las 7 de la tarde. El precio fijo de 1 euro por boleto posiciona también a MillionDay como un método para ofrecer otros productos de juego. El concepto de juego evolucionó a partir de un análisis del mercado estadounidense, en el que los “juegos de efectivo” coexisten con juegos de sorteo semanales de bote y juegos rápidos con múltiples sorteos diarios. Lottomatica ya había introducido los juegos de sorteo rápido en su cartera de productos en 2010 con 10eLotto, un juego de seguimiento en vivo en el que se seleccionan 20 números de 90 posibles cada cinco minutos. Cuando quedó claro el éxito del juego en el mercado, Lottomatica extendió con éxito la experiencia a las ofertas de segunda oportunidad.

Con MillionDay, Lottomatica sigue innovando dentro de su cartera de productos, posicionando estratégicamente la frecuencia de sorteo entre el método tradicional de “tres veces por semana” de la loto y el sistema “cada cinco minutos” de la 10eLotto. “Los tres juegos se han diseñado con precisión para atraer a diferentes tipos de consumidores y jugadores”, indica Marzia Mastrogiacomo, vicepresidenta general de loterías para Lottomatica. Los anuncios de televisión y radio para promocionar el juego se complementan con una campaña de vídeo en línea específica en YouTube y actividades en las redes sociales para aumentar la concienciación y la participación.

El juego en sí es relativamente sencillo, pero los conocimientos sobre consumidores que hay detrás, la idea de marca y la ejecución de marketing han hecho rápidamente de MillionDay el líder en el mercado de los juegos diarios en Italia. “Es posible que para otras loterías sea interesante estudiar la forma en que lo hemos hecho, por si desean adaptarlo a su propio mercado”, dice Mastrogiacomo.

Para obtener más información, póngase en contacto con: Sharon Duncalf, vicepresidenta de operaciones de marketing y planificación estratégica, WLA International - Sharon.Duncalf@IGT.com

Contenido ofrecido por cortesía de IGT. Para obtener más información, visite igt.com.

Deutsch

Kundeneinblicke helfen, Lücken im Zielspiel-Portfolio zu schließen, und erschließen neue Motivationen zur Teilnahme an Glücksspiel

Während die Innovation zweifelsohne das Rückgrat des Online-Glücksspiels darstellt, können auch traditionelle Lotterieportfolios, die nach wie vor hauptsächlich über den Einzelhandel vertrieben werden, von innovativen Praktiken profitieren. Das erfolgreiche neue Ziehspiel „MillionDay“, das Anfang 2018 von IGTs Lottomatica auf den Markt gebracht wurde, richtet sich mit seiner Spielmechanik und seinem Marketing basierend auf einer fortschrittlichen Kundensegmentierungsmethodik an verschiedene Spielergruppen. Damit stellt es ein Beispiel dafür dar, wie Innovation und Tradition einander zuarbeiten können. Eine Übernahme dieser erfolgreichen Initiative durch andere europäische Lotterien ist möglich.

MillionDay ist leicht zu spielen, was das Glücksspiel leicht zugänglich macht und eine große Anzahl von Kunden erschließt. Spieler wählen aus 55 fünf Zahlen aus und haben damit täglich eine Chance, bei der Ziehung um 19h eine Million EUR zu gewinnen. Der Festpreis von einem EUR macht MillionDay zu einem idealen Upsell für andere Einkäufe. Das Konzept begründet sich auf einer Analyse des US-amerikanischen Marktes, wo „Cash Games“ mit täglichen Ziehungen mit wöchentlichen Jackpot-Ziehspielen und schneller getakteten Glücksspielen mit mehreren Ziehungen am Tag koexistieren. Lottomatica hatte schnell getaktete Glücksspiele bereits 2010 mit 10eLotto in sein Portfolio aufgenommen, einem Live-Monitor-Spiel, bei dem alle fünf Minuten 20 Zahlen aus 90 gezogen werden. Als das Glücksspiel sich auf dem Markt behaupten konnte, erweiterte Lottomatica die Spielerfahrung um Second-Chance-Angebote.

Mit MillionDay stellte Lottomatica erneut seine Innovationskraft unter Beweis, indem es zwischen den drei- bis fünf Gewinnmöglichkeiten pro Woche im Lotto und den fünfminütig getakteten Gewinnmöglichkeiten von 10eLotto eine neue Spielkategorie schuf. „Die drei Glücksspiele wenden sich an verschiedene Kunden und Spieler“, erklärt Marzia Mastrogiacomo, Senior Vice President Lotteries von Lottomatica. Werbespots in Fernsehen und Radio werden von einer speziellen Online-Videokampagne auf YouTube und Social Media begleitet, um den Bekanntheitsgrad und die Kundenbindung auszubauen.

Das Spielprinzip ist relativ einfach, doch die Kundeneinblicke, die Marke und das Marketing haben MillionDay in Italien schnell zum Marktführer im Glücksspielsegment mit täglichen Gewinnchancen gemacht. „Unser Vorgehen könnte auch für andere Lotterien interessant sein, die es für ihren eigenen Markt anpassen möchten“, so Mastrogiacomo.

Wenn Sie mehr erfahren wollen, kontaktieren Sie bitte: Sharon Duncalf, Vice President, Marketing Operations and Strategic Planning von WLA International - Sharon.Duncalf@IGT.com

Diese Inhalte werden Ihnen von IGT präsentiert. Mehr Informationen erhalten Sie unter igt.com.

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