The attendees at IGT’s 10th Global Gaming Insights Exchange – held on April 25th and 26th – had 162 collective years of lottery research experience. This annual event is a unique collaboration between IGT and its lottery customers, demonstrating IGT’s commitment to furthering industry knowledge.
The Insights Exchange brought 13 representatives from nine lotteries together with members of the IGT Insight Team, creating a unique opportunity for lottery and gaming organizations from around the world to meet and learn from their research counterparts while building relationships. It’s the only workshop in the gaming industry that focuses solely on market research.
The theme of the event was “exchanging experiences,” as the attendees are all sharing the same challenges in the lottery environment and need market research to 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 Atlantic Lottery Corporation (Atlantic Canada), Loterie Nationale Belgium, the Missouri Lottery, National Lotteries Control Board (Trinidad and Tobago), Nebraska Lottery, New Jersey Lottery, Ontario Lottery and Gaming Corporation, Washington’s Lottery, and the Wisconsin Lottery.
For the second year, IGT hosted the event at the IGT Instant Ticket Services facility in Lakeland, Florida, where attendees enjoyed touring our updated printing facility, with its new Tresu printing press and Player Experience Lab. The Insights Exchange participants explored areas such as scratch game segmentation research, self-service in-store research, market research/data analytics integration, understanding the path to lottery play, player behavior relating to social space games, innovation and iGaming research, the advertising/research relationship, the link between motivational segmentation and transactional segmentation, and performance metrics for the instant ticket business.
During a presentation on Attracting New Players, the group addressed the challenges of attracting non-, lapsed, or infrequent players, and what combination of factors must be addressed to draw these potential players to lottery. Discussion points included investigating new games, exploring new channels, and cultivating a potential player base that feels “neutral” about the lottery category in general.
Over the course of the two days, participants also talked about several different research-based methodologies/approaches, including one-on-one usability interviews, online surveys, the use of VIP clubs as a respondent base, and intercept research in retail.
On the last day of the event, Kevin O’Connor of User Insight, a leading usability research company, gave the keynote address. O’Connor spoke about various approaches to usability research that allow research clients to evaluate consumer receptivity and challenges when using websites, phone apps, or self-service kiosks, and making the overall research program much more reflective of an individual’s unique perspective, while facilitating improvements to user interfaces. He shared that usability research can be an iterative process consisting of ideation, refinement, and development where clients go into usability research with a concept, refine it (and perhaps retest it), and then go into development based on the collective learnings.
The Insight Team is already thinking about the next exchange, and is currently collecting feedback on this year’s meeting. IGT looks forward to the next opportunity to come together as a lottery research community. As one participant commented, “The exchange was wonderfully informative, valuable and fun.”
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.
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