41 / 76
May/June 2016 // PUBLIC GAMING INTERNATIONAL //
41
tained great results on different social
platforms. Our Facebook group reached
a follower base of 120k where people not
only can gain information about our ser-
vices, but can interact with us on a range
of different topics. As mentioned, sports
betting is used as a pilot for new devel-
opments. For example, that is why we
launched our Tippmixpro Twitter channel
where we can take advantage of the poten-
tial of live sport events. It is clear that the
future is to acquire a better understanding
of our customers.
Lene Finstad:
The most pressing mat-
ter for the lotteries is to turn the business
from being product-oriented to being
customer-oriented focus as quickly as pos-
sible. This means to focus on fully regis-
tered play for all customers. We need to re-
think and re-define the role of traditional
retail, and build up modern marketing
operations that enable us to communicate
with our customers directly. We have no
time to lose in accomplishing this.
Vincent Pauly:
At the Loterie Natio-
nale, our goal is to have an effective pro-
motional system, with cash/coupon offers
for our customers. It will be a significant
improvement to our current strategy
as this will help also build synergy with
the social networks in which promotions
work so well and are such a key part to
engaging the audience.
Jari Vähänen:
The products should
be as good/excellent as possible! Ser-
vices must support the products and the
gaming and player experience and offer
customer benefits. The combination of
the gaming products and overall player
experience that should be delivered in a
customer-centric way. When the focus is
on the customer, the marketing will be of
genuine service to the customer. Lottery
should understand that marketing is total-
ly different than it was in the past, and the
rate of change is accelerating. Customer
data is giving us new insight and under-
standing about the customers – what they
want to do, what they are willing to do.
We can now provide products, services,
and marketing communications based on
that information. Marketing is no longer
just about advertising and promotion.
Modern marketing should be of real value
and service to the consumer, and that is
made possible by technology and effective
application of data analytics.
How will data-analytics impact Lottery’s
ability to identify the player behavioral
trends, personalize communications, and fo-
cus product and business development in a
more customer-centric way?
Anita Bánki:
As our online player base
gets bigger every year, the information we
obtain gets more valuable. It has become
crucial for us to differentiate the signal
from the noise. Evolving playing patterns,
customer behaviour creates opportunities
for us to evolve our communications to be
more and more precise, personalized, and
effective. We are moving from a tradition-
al marketing mix to both more composite,
and more direct, solutions.
Lene Finstad:
Data is the foundation
for this revolution, but it is not just a ques-
tion of collecting data. It’s not even about
the intelligent organization and analysis of
the data. It is more than that. We must
also transform the sales and marketing
processes to turn all of this new customer
knowledge and information into real val-
ue for the players.
Vincent Pauly:
Especially since the
launch of the new website version of Lote-
rie Nationale, we are applying significant
data analysis to improve our advertising,
our actions, and even our games. It’s now
a “vital need” to analyze data. As Luxem-
bourg is a multicultural country, which
makes it very difficult to clarify and clas-
sify customers profiles. So we are testing
and building and revising and relaunching
our offers for our players everyday.
Jari Vähänen:
Veikkaus was already
a very product orientated lottery even
10 years ago. In 2004 we launched the
first Customer Strategy. Since then, we
have evolved our approaches, processed
through many changes, and continue to
work hard to derive a real understanding
about our customers, how the insights
and information we gain can be used to
develop the best products and serve the
players in the best ways possible.
Game Development: How can Lottery de-
velop games that appeal to the powerful con-
sumer trends of social networking and long-
playing games of entertainment on Mobile?
Anita Bánki:
Mobile applications, such
as Tippmix Radar scan the bet-slip and
keep track of the results real-time, notify-
ing the player about winning. Self-service
functionality allows players to make their
selections on their own mobile devices, or
touchscreens that are now available in re-
tail, providing an identification field that
enables the player ID to be entered into
the terminal. No coupons are required.
And there are now apps and webpages that
direct players to the nearest open shop
based on their GPS coordinates.
Lene Finstad:
As we turn to the cus-
tomers to ask what they want, we must
be prepared to streamline the offering
to different sub-segments much more
quickly than is being done today. We
need to radically decrease time to market
for each offering and we need to dramati-
cally increase the number of games and
content on offer. To be able to do this we
need to re-think how we do development
and the models for co-operation with
content providers.
Vincent Pauly:
Social gaming appeals
mainly young people. The Loterie Na-
tionale has a strict Responsible Gaming
policy and so we are not building games
and apps for free gaming. We have even
removed the demo version of our games
from our new website.
Jari Vähänen:
The psychology in casu-
al games and money games is very differ-
ent, and they don’t mix at all. Maybe we