|The Kentucky Lottery Corp. directors took a major step toward online ticket sales at a meeting Friday by choosing to negotiate with GTECH to develop the computer-based system for what is being called iLottery services and games. Lottery president and CEO Arch Gleason said the outcome of the negotiations will determine what games will be offered online as well as when and how the ticket sales will be handled. He said the best initial candidates for online ticket sales are probably Powerball and Mega Millions.|
|FortuneCookieAdvertising.com will be distributing almost 1 million fortune cookies in over 70 Chinese restaurants throughout Kansas City, St Louis, Springfield, Jefferson City and Columbia. This is the first time the Missouri Lottery has implemented this form of advertising. Missouri Lottery officials said they are tapping into this large audience by sponsoring the fortunes and lucky numbers inside the cookies, creating a fun way for players to pick their number for various lottery games. "The Missouri Lottery is continually searching for fun and innovative ways to reach new players," said May Scheve Reardon, executive director of the Missouri Lottery. "What could be more unique than using fortune cookie messages? We're anxious to see how customers respond to this new advertising medium."|
|Dating back to the 19th century, the Fat One is a cultural institution in Spain, where people stand in line for hours at certain sales points considered to be “lucky,” and tickets get sold months in advance. The state agency hired advertising firm Leo Burnett to produce this year’s series of spots, said Selae president Inmaculada García Martínez. Each commercial tells a short and moving story about ordinary people and how the lottery touches their lives, often indirectly. Juan García Escudero, creative director at Leo Burnett, said they knew the focus had to be on the word “sharing.” “The lottery is won by work colleagues, by people you see down at the corner bar, by relatives. We are all participating, really,” he said. Hence the decision to make this year’s slogan “The best prize is sharing it.”|
|Analyst firm Gartner forecasts there will be 25 billion things connected on the internet by 2020|
www.publicgaming.org for Early
The tipping point has arrived. Regulatory changes, universal consumer adoption of digital communication technologies, and the adoption of multi-channel retailing by lottery operators are transforming the face of the industry. The convergence of social media, internet promotional strategies, and traditional advertising channels is opening up entirely new vistas for Lottery to connect with its customers.
Government Lotteries and their commercial partners have become the market leaders. Instead of responding to change as it occurs in the market-place, Team Lottery is leading the charge with innovative approaches to brand extensions, integrating multi-media strategies for new customer-acquisition and core customer relationship management, aligning game development and marketing strategies with real-world player profiles instead of old-school demographic segmentation, and converting ‘big data’ into better products delivered at the right time, in the right place, to the right consumer. All the pieces are in place for Team Lottery to consolidate its position as the most progressive, exciting, and trusted operator in the games-of-chance industry.
Public Gaming Magazine January/February 2014