Lottery Industry Insights Survey 2019
Genera Networks recently sent out the Lottery Industry Insights Survey to lotteries across the world. We were happy to see some great responses and insights come out of the survey. The purpose of the survey is to get a better understanding of what challenges lotteries face, how they address these challenges and what they plan to do in the future.
What can players see/do online with your lottery (check all that apply)? The vast majority, said their website allowed for viewing winning numbers and corporate information. Second to that, were the engagement elements: player profile login and playing games. In the ‘other’ category, they listed Second Chance and Sports Wagering. Surprisingly, less than half said they displayed the charities they supported.
What good cause(s) does your lottery support? Interestingly enough though, over 95% of respondents do have charities that they help.
Is informing the player about which good causes are beneficiaries important to your lottery? And, when asked if informing the players about good causes their lottery supports, almost all respondents showed some level of interest in doing so.
How do you promote your games? When asked what lotteries do to promote their games, we were pleased to see equal representation on traditional vs. modern forms of media. TV and online at 95% of respondents, social media and radio at just over 90% of respondents.
Rank your challenges from biggest to smallest We wanted to know what the lotteries biggest challenges were and how they planned to address them. They were asked to rank them in order of biggest to smallest. Not surprisingly, Aging player Base ranked highest. Second to that was New Game Formats .
How do you attract a younger demographic to lottery games? Aging Player Base We asked the lotteries to tell us what they thought would attract young people to their games. Tied for first place at over 80% were Social Media Integration and Mobile Ability (purchase and play). Tied for second place at close to 60% was Ability to Connect Game Play with Friends and Community Connection.
Is a game with social media integration of interest to your lottery? In line with this response, over 80% of respondents also said that Social Media Integration was of interest to their lottery (although close to 30% were not permitted to do so)
What are you considering adding to your portfolio? Check all that apply This response was also consistent with what games they were considering adding to their game portfolio. Over 80% of respondents said they would add Mobile games. Almost 70% said they would add Social Games (games played with friends).
Does your lottery have mobile use for players? When asked if the lotteries have mobile use for players, around 2/3 of respondents said they had mobile capabilities to both verify winnings and to play games. Around 1/3 had mobile ability to verify winnings only. Very few respondents did not allow for mobile use at all.
How do you plan to rejuvenate your player base? New Game Formats Surprisingly, when we asked the lotteries the actual steps they were willing to take to rejuvenate their player base, 'Launching a New Game' was actually the lowest on the list, with only a quarter of the respondents saying they would. 69% said they would enhance products in their existing portfolio 50% said they would increase product and brand presence in social media channels 44% said they would simplify services such as payment, registration, subscription 25% said they would launch a brand-new lottery game
What is your biggest challenge when trying to launch a new game? To understand this response, we looked at how what challenges they faced when trying to launch a new game. The overwhelming top response was the lack of new innovative games. Second to that was existing IT vendors and Other (not specified).
Which of these will be the NEXT focus of your lottery? We then asked what the next focus that lotteries planned to put their attention on. There was no one direction that they all shared. Four categories had a similar number of respondents at close to 20% : - Changing Platforms - New Content/New Games - Sports Betting - Internal Operations
Are you looking to introduce/increase digital sales of your lottery products? In keeping with the theme of attracting a younger player base, we also asked if they had plans to introduce/increase the digital sales of their lottery products, to which almost all respondents answered 'Yes'.
Indicate which of these your lottery would consider using in the future? Finally, we asked them to indicate which innovative solution would they would consider using in the future. There was an equal interest ( almost 70%) expressing interest in: - AI Chatbots for Customer Service - Facial Recognition for Player Verification - Registration of Players/Player Data in Retail
We thank all of the lotteries that participated in the Lottery Industry Insights Survey for 2019. We hope that you've found the results interesting! Please visit us at www.generanetworks.com if you'd like to know more about what we do.
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