Local Allure: Can Staying Local Motivate Millennials to Play?

Local Downtown Area

Globalization has been one of the major drivers of cultural and commercial change in recent decades. For consumers, the world increasingly feels like one giant store, and our increased global mobility drives exposure to and appetite for new cultural influences and brands; what’s made on the other side of the planet can be in the store down the street, or delivered to our doors, in a matter of days.

At the same time, another trend is emerging: consumers taking pride in their area, and strongly identifying with it, which IGT’s trendspotting partner, Foresight Factory, calls “Local Allure.” Buying local supports one’s community and reinforces the feeling of group identification.

Lottery players are more likely to personally identify with their local areas. On average, 47 percent of global consumers say the area they live in is important to their sense of identity. This goes up to 55 percent for weekly lottery players across the globe. In Italy, the difference is even greater: 62 percent of weekly lottery players say their area is important to their identity, while the average of all Italians is 46 percent.1

In addition, IGT’s recent global study, Attracting New Players, shows that the appeal of good causes holds new significance for non-players. The research found that lottery games that raise funds for good causes in the player’s local area would be a motivator to play. In IGT’s study, 35 percent of millennials said that this factor would make them more likely to play lottery in the future.

Lotteries can leverage the local trend by using information about causes that were funded in players’ local areas to reward players for their participation. Using geolocation technology, lottery apps could also inform players about good causes with messages about lottery funding or needs when they pass near a lottery-funded entity.

Bring heritage into play

Another way to involve players and focus on local identity is to involve locals in game design. For example, in 2017, Arizona Lottery ran a statewide competition for local artists. The winning design would be featured on a special instant ticket for the Mexican holiday, Day of the Dead. The winner was Emily Costello, a self-taught artist who lives in Phoenix. She drew from her Hispanic heritage to design a ticket representing Arizona. After success with this ticket, the lottery collaboration with Costello continued. Four new designs, based on fictional lucha libre wrestlers, went on sale in August 2018. Arizona Lottery has named Costello their first artist-in-residence, and she has been commissioned to produce more tickets.

This move by Arizona Lottery highlights the state’s Hispanic history and unique culture. It also supports the Arizona arts community, and it creates instant tickets with sense of authenticity.

Investing in community activities

Another way for lotteries to act on this trend is to facilitate connections between local residents and local non-profits. Adventure outfitter Patagonia provides an example that lotteries might build upon.

Patagonia Action Works, launched in February 2018, is a website that connects individuals who want to find solutions to the environmental crisis with local action groups. The site shows all the categories users can get involved with, offering a ‘nearby’ option on a map that will link them to groups, events, and stories of initiatives. Users can also buy Patagonia products on the site.

Patagonia Action Works associates Patagonia with local cause-related activities -- without Patagonia funding the work itself. Lotteries might not currently be able to offer their players the choice of which beneficiaries their money supports, but they can help the local community in non-monetary ways like this.

How can lotteries fit-in with the Local Allure trend?

Lotteries looking to leverage this trend might consider:

  • Reinforcing links to local regions or communities
  • Reminding players of the public works that lottery revenues fund, and how purchasing drives business to local retailers
  • Creating local relevance for the lottery through association with local trade and craft
  • Positioning your brand as more than a lottery operating in an area by helping players take part in community activities

The research used in this post was conducted by our research partner, Foresight Factory.

1 Source: Foresight Factory | Base: 392-3433 online respondents per country aged 16-64, [Indonesia 16-54], 2017 August

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