Biometric data—everything from retina and fingerprint recognition to heart rate monitoring—opens up the potential for a new world of personalization. Up to now, biometric opportunities have been focused on making fitness trackers more accurate and interesting. However, the real potential of biometrics is just coming into full view. Beyond measuring heart rate, biometrics offer a unique way for companies to interact even more personally with consumers, even from a distance.
Biometrics enable companies to mimic in-person interactions (such as identifying a person, reacting to their emotional state and tailoring services) on a mass scale. As brand interactions become increasingly more digital than physical, biometrics will be a crucial asset for lotteries in terms of building relationships and instigating better interactions with their players. Current figures indicate the market potential: 60 percent of global weekly lottery players express interest in a (biometric) device that monitors stress levels, whereas the global average for all consumers is 49 percent.
For consumers, biometrics offer a way to address two crucial needs: personalization and emotional intelligence. Companies are thirsty for customer data, but, up to now, the data collected has been purely behavioral; thus, consumers have yet to see discernible benefits beyond loyalty discounts for sharing their data. But data tied to how consumers feel allows for much more tailored interactions and deeper relationships with brands. This type of benefit may diminish consumers’ reticence to share information.
Lottery players are more willing than the average consumer to share personal data if it means they will receive personalized recommendations for which products to buy. In the future, IGT anticipates consumers will use third parties to meet their needs based on not only how they feel now, but how they want to feel: “Siri, how can I relax in the next 10 minutes?” Brands will also be able to leverage these emotional opportunities, and consumers will listen and participate as long as they see benefits.
IGT envisages a future scenario in which a lottery offers a player the opportunity to seize upon an emotional moment with a personalized offer. For example, I was just promoted at work, my heart rate is elevated, but not stressed, and I get a notification on my phone – “It’s your lucky day! Why not play Lotto?”
Source: nVision Research February 2017