Public Gaming Magazine November-December 2015

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November/December 2015 // PUBLIC GAMING INTERNATIONAL // 27
were fine with older, more cluttered Whole Foods
stores offering a confusing array of products at higher
prices. Relying too heavily on demographics to define a
consumer base is fundamentally flawed.
The same is true within
lottery and gaming. There are
segments of people that span
demographics (age, ethnicity,
income, etc.) yet want the
same product experience.
However once a product is
developed, communicating it
to those interested may require
customized marketing messages
and communications channels.
To better illustrate, let’s go back
to our example of Pop n’ Pak
and consider that the product
developed meets the experience
criteria desired by the Friend
segment and the criteria for gift
giving occasions among less engaged segments, such
as Acquaintances. With the product solidly developed
on consumer motivations, how do we let these types of
people know it is available in the market? This is where
demographics may play a part. When we consider some
dominant characteristics of these segments and we
acknowledge that there are in fact generational skews
with media consumption, we can explore a number
of ways to market the product. One example is the
following:
CONCLUSION
There will always be those who doubt the motivational
segmentation approach—people who are not sold on
the idea that a 24-year-old Millennial could be seeking
the same product experience as
a 42-year-old mother of three.
But circular conversations are no
place to live and so as a growth
organization, Scientific Games
uses consumer motivations
as our foundation. There will
always be randomness in the
population. We would rather
accept what we can control and
focus on moving the movable
and doing the doable as a one-
stop-shop for one consumer and
his/her one wallet.
My hope is that in 2020, a quote
in a PGRI article will read, “2020
is the year that the industry optimized play across [insert
segment name here] and thus returned billions more to
good causes.” That is whenwewill know the conversation
has changed.
All copyrights, trademarks and service marks are owned by their respective owners in the
United States and elsewhere. © Scientific Games. All rights reserved.
Sources:
2Bolton, Robyn.“Whole Foods’Misguided Play for Millennials.”
Harvard Business Review. May 14, 2015
SG proprietary ONE Segmentation Study, 2015
PRODUCT DEVELOPED ON MOTIVATIONS
Key Characteristics to Consider for Marketing
16% Decides game purchase
prior to entering store
13% Hispanic
15% 18-29 Years Old
96% Active on Facebook
83% Engage with YouTube
44% Use Twitter
21% Decides game purchase
prior to entering store
59% Female
50% 50-69 Years Old
96% Active on Facebook
43%EngagewithYouTube
8% Use Twitter
Marketing Considerations:
Traditional media and Facebook campaign,
placement skewed female, call to action to head to
store with purchase in mind.
Marketing Considerations:
YouTube commercial(s) using humor in English
and Spanish, Game alter Tweet through proximity
marketing upon entering store, point-of-sale in
English and Spanish to disrupt shopping and convert
to purchase.
“2020 is the year
that the industry
optimized play across
[insert segment
name here] and thus
returned billions more
to good causes.”