IGT’s second International Market Research Exchange customer workshop took place in Madrid at the end of last month, with 10 lotteries attending to share their latest research techniques and findings.
At the exchange, I presented a recent example of the use of conjoint analysis techniques to assist the Colombian Lottery with the development of their game portfolios.
Other presenters included U.K. operator Camelot, who updated attendees on its developing use of data to profile its digital lottery players, as well as how to use different sources of information to generate growth from insights; Czech Republic operator Sazka, who shared its innovation process rooted in consumer insight; and French operator Française des Jeux, who showed how to measure its customer experience and identify pain points that could be resolved to enhance player experiences. From Spain, Sociedad Estatal Loterías y Apuestas del Estado shared some of the key elements that have made the annual El Gordo draw the biggest in the world, and from Belgium, Loterie Nationale brought a case study on how to bring together two classic segmentation approaches to create one single and comprehensive customer view. Finally, from Poland, Totalizator Sportowy delivered a fascinating insight into the use of instant ticket prize claim rates as a tool to understand elements of ticket design.
In addition to speakers from the lotteries themselves, three keynote speakers were invited to share relevant topics for lotteries from the perspective of their own industries. Consulting firm Conento presented on how marketing analytics are growing in importance, and how traditional market research departments are harnessing Business Intelligence to deliver a richer and more colorful picture of markets and consumer behavior. From BBVA, the second major global Spanish bank, we saw insights into the changing face of in-house research. While in-house teams save money and accelerate the development of a customer-centric culture within the organization, this can sometimes be at the expense of neutrality. Finally, we heard how crowdsourcing tools are becoming an overall trend that is already offering interesting options for the lottery market.
Finally, IGT’s Gerard Caro shared the findings of the latest IGT global player research study, “Attracting New Players,” and Ailsa McKnight presented the latest consumer trends set to impact the lottery industry, offering ideas for lotteries to align with today’s consumer thinking.
IGT’s customer workshops, covering Market Research, Omnichannel Data, Instant Tickets, and Retail topics, are by invitation only. If you are interested in joining, please speak to your Account Development Manager.
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