The challenge of reaching new player segments has been driving innovation in the interactive casino (iCasino) business for years, and now some of that innovation is coming to market. Digital lottery operators, who face similar challenges, are watching closely.
As some states pioneer legislation to help modernize the play experience and introduce new payment methods, each must also look at whether there is opportunity to leverage digital channels. One important consideration is related to player behavior when jackpots roll for a number of weeks and reach very high levels.
As major life events are being delayed, repeated or reordered, life stages are no longer the predictable concept they once were. The notion of a clear, predictable path through traditional life stages is being eroded. This creates new commercial uncertainties as well as opportunities for consumer-facing brands.
What drives success when a lottery introduces digital sales? With changing governmental regulations allowing more lotteries to sell via digital channels, and the oldest online lotteries now operating for more than two decades, there’s much discussion in the industry about how to best leverage digital lottery to drive growth and meet a wider range of player needs and preferences.
Globally, gaming is facing an influx of new technologies that are driving new consumer behaviors and creating new trends. Recently, IGT joined 134 participants for the Corporación Iberoamericana de Loterías y Apuestas de Estado (CIBELAE) 2017 in Panama City, Panama to discuss how best to embrace these new technologies and harness them to meet new market demands and drive growth.
Only about five percent of worldwide lottery sales in the past three years can be attributed to brand-new product launches, versus 25 to 70 percent for industries where there is much more consumer pressure to innovate. To succeed in the lottery category, a new game must strike the right balance between being just “more of the same” and being so extreme that it risks not being adopted.
The use of multiple social networks and communication methods is becoming commonplace. From pokes to emojis, and from Facebook posts to self-destructing Snapchat images, we are witnessing a new level of digital dexterity within communication habits.
IGT is at NASPL 2017 in Portland, Oregon, presenting an immersive showcase of our new Lottery Product Ecosystem and the many ways we are modernizing play to support lotteries on their growth path.
Connected mobile devices, such as smartphones and tablets, are now the preferred platforms for many of our internet activities. Everything from social networking to commerce, and TV-watching to personal data tracking, is now a mobile activity.
Innovation is probably one of the most frequently Googled words these days. Everybody talks about it, but innovation is sometimes overstated when it comes to the reality of how organizations approach the challenge of sustainable growth.
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