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September/October 2016 // PUBLIC GAMING INTERNATIONAL //
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PGRI Introduction:
For the 10th year
in a row, the N.C. Education Lottery
set new records in sales and earn-
ings in fiscal year 2016, raising more
than $600 million for education pro-
grams in North Carolina. Sales in-
creased by 20% over FY 2015, shat-
tering the $2 billion mark to reach
$2.38 billion. Net funds increased by
16.5% to deliver $607.8 million to its
beneficiary, public Education.
As enviable as these accomplish-
ments are, there is another achieve-
ment that is just as impressive. Alice
Garland was awarded the Don Hulen
Award from the National Council on
Problem Gambling for her leadership
in expanding Responsible Gaming
(RG) efforts across the United States.
Now we need to create an award for
combining dedication to the princi-
ples of RG and the business goal of
maximizing sales and net funding for
Lottery’s beneficiaries—we have our
first winner!
Paul Jason:
People often talk about a
“balance” between RG and sales maximi-
zation. Your results seem to show that both
can be pursued with equal vigor and dedi-
cation. Is there a trade-off between RG and
sales maximization?
Alice Garland:
No. Showing concern
for players is not only the right thing to
do, but it is the right business practice
too, because it sends a positive message
to our customers and the public that we
serve. Lotteries don’t need sales to prob-
lem gamblers to be successful. Today’s
consumers have multiple choices for
how to spend their entertainment dol-
lars. They are not only choosing prod-
ucts that deliver great value, but they are
also choosing to spend their dollars with
companies that care. I’m pleased that
the N.C. Education Lottery has such a
strong record of success with sales, but I
am just as pleased that each year as we
have grown our sales, we’ve also built a
stronger responsible gaming program.
Promotion of a responsible and healthy
approach to recreational gaming would
seem to be key to building a business that
is sustainable. In the short-term, though,
the aggressive (and less responsible) ap-
proach towards customer acquisition and
maximizing GGR applied by commercial
operators generates higher profits. How
can we ensure that our good intentions do
not put us at a competitive disadvantage
over against our competitors in the games-
of-chance industry?
Alice
GARLAND
Executive Director,
North Carolina Education Lottery (NCEL)
Responsible Gaming and Sales Maximization go Hand-in-Hand
We can meet that competition by knowing that
in the end, today’s consumers, especially that
much sought after millennial demographic,
want to do business with businesses that show
they care. They expect and demand
great customer service. And responsible gaming
is at the heart of good customer service.
PUBLIC GAMING
INTERVIEWS