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// PUBLIC GAMING INTERNATIONAL // May/June 2016
The theme of the EL/WLA Market-
ing Seminar in London in February was
Digital Transformation in Marketing. The
theme of the EL/WLA Industry Days
Marrakech in June is Renaissance of Retail
in Digital Times. And the theme of PGRI
Lottery Expo Miami is Integration of
New Media, Modern Lifestyles, and Lot-
tery. The following discussion with four
industry leaders focuses on these topics
… how digital technology is being used
to improve lottery operations and deliver
more value to the players.
Key to this discussion is a sense of
urgency. Take a look at Jean-Luc Mon-
er-Banet call-to-action on page 27.
Government-Lottery’s monopoly used
to protect it from the impact of com-
petition. Modern lifestyles, the easy
availability of alternative gaming op-
tions, and other changes are reshaping
traditional player segmentation mod-
els, leaving Lottery vulnerable to the
impacts of a much more dynamic and
fluid market-place. Jean-Luc’s article is
based on a presentation he made on this
topic at PGRI Smart-Tech in New York.
The main idea is to identify and lever-
age Government-Lottery’s strengths and
competitive advantages to carve out the
successful future that our stakeholders
depend upon. Our esteemed panel of ex-
perts in this article speak to some of the
many concrete action-plans that Lottery
can implement to ensure the sustainable
growth model that serves our players, so-
ciety, and the worthy causes which are
supported by Lottery funding.
What technological innovation/initiatives
have done the most to enhance the consumer/
player experience?
Anita Bánki:
The omni-channel ap-
proach is an integral part of our develop-
ment philosophy. Szerencsejáték Zrt. is
using sports betting as the pilot for such
developments, since this type of gambling
is the most dynamic, information-de-
manding of all. Our goal is to divert users
to digital screens, and preferably to their
own personal devices, instead of the tradi-
tional printed betting offer and bet-slips.
The introduction of live and outright bet-
ting, thousands of events and new mar-
kets into the retail environment forces us
to go web-based with as many services as
possible. Dedicated and dynamic digital
screens present the actual betting offer for
players in many different ways: last min-
ute, top recommendations, live events,
and more.
Lene Finstad:
I Think the revolution
of the Mobile is the single technology that
has been the most important in enhancing
the customer experience. We are now able
to communicate directly and in real-time
with each and every one of our customers,
offering them a tailor-made experience
wherever they might be. Think of the fu-
ture implications for us in mastering this!
Vincent Pauly:
The most important
thing is how the market is shared be-
tween smartphones/tablets and desktops.
Since the end of 2015, In Luxembourg
we have more (55%) smartphones/tablets
than desktop users. This is a very impor-
tant fact to consider, and the trend will be
key to our strategies. Here is the key for
us. We are exploring ways to bring our
mobile customers in our POS. Technol-
ogy provides many new ways to engage
and interact with the consumer: geoloca-
tion, SMS, Push notifications, … Loterie
Nationale is currently in the process of
defining a strategy that applies these tools
to best effect.
Jari Vähänen:
The most important
thing is how we can continuously develop
UE (User Experience) code. Current de-
velopment is based on analytics and agile
methods. The “package” includes a com-
bination of data, data source, and analyt-
ics to enhance direct marketing and make
it a personalized service. Instead of banner
advertisements, for instance, we send out
personalized game offers.
What do you see as the most pressing need for
Lottery to address over the next three years—
especially as it relates to the “Digital Trans-
formation in Marketing?”
Anita Bánki:
Szerencsejáték Ltd. ob-
On Building a Sustainable Future
for Government-Lottery:
A Focus on Technology-Driven Action-Plans
•
Anita Bánki
Director of Marketing and Business Development,
Szerencsejáték Zrt., Hungary
•
Lene Finstad
Executive Vice President, Product and Brands, Norsk Tipping, Norway
•
Vincent Pauly
Marketing, Web Product Manager, Loterie Nationale Luxembourg
•
Jari Vähänen
Senior Vice President of Business Development, Veikkaus Oy, Finland