The number 297 represents the collective number of years in lottery research experience- almost three centuries – held by attendees at the seventh Global Gaming Market Research Exchange on April 26th and 27th.
This year, IGT hosted the event at IGT Printing Operations in Lakeland, Florida, where attendees enjoyed being in close proximity to the instants business and were given a tour of our printing facility. During the Exchange, IGT, along with its lottery customers, explored areas such as new research methodologies, data visualization, engagement of Millennials and Gen Y, prizing research, retail research, play simulation models and experiential research.
IGT brought representatives from 14 lotteries together for the Exchange, a unique opportunity for lottery and gaming organizations from around the world to meet with and learn from their research counterparts while building relationships. It’s the only workshop of its kind in the gaming industry focusing solely on market research. In it, the “walls come down” as we are all sharing the same challenges in the lottery environment, and need to make market research meet those challenges. Increasingly, the analytics and market research organizations are harnessing their expertise to jointly support their lotteries.
Participants at this year’s Exchange included the Barbados Lottery, Caribbean Lottery, Illinois Lottery, Kentucky Lottery, Loterie Nationale of Belgium, Minnesota Lottery, Missouri Lottery, Nebraska Lottery, New Jersey Lottery, Ontario Lottery and Gaming Corporation, Oregon Lottery, Supreme Ventures, Washington’s Lottery, and the Wisconsin Lottery.
On April 27, Jim Kraus of leading market research company KS & R gave the keynote address about a new approach to ethnographic research that allows research participants to respond to questions using their mobile devices through pictures and video, making the overall research program much more reflective of an individual’s unique perspective. The case study using this approach led to the development of an advertising campaign for a lottery, translating to increased sales for a specific game.
IGT (as legacy GTECH) hosted the first Global Gaming Market Research Exchange in 2009 as a Customer First initiative. As in previous years, the event was organized by IGT Senior Director of Marketing Insights Gerard Caro, and Senior Manager of Marketing Insights Audrey Pate.