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September/October 2016 // PUBLIC GAMING INTERNATIONAL //
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proof entry into the lottery experience.
Although the majority of the most loyal
lottery players are comfortable with the
traditional retail experience, modern play-
ers are looking for something that parallels
e-commerce transactions that are becoming
an everyday experience for today’s consumer.
For lotteries, the solution can be
found in NeoPollard’s Interactive draw-
based games. These digital versions of the
most popular draw-based games are man-
aged through NeoPollard Interactive’s in-
teractive Central Gaming System—a fully
independent online platform that can be
launched in any jurisdiction regardless of
the current retail system in use—and are
available as part of the company’s iLot-
tery 360° Solution
™
.
In jurisdictions using NeoPollard Inter-
active’s iLottery 360° Solution
™
, the op-
portunity to select numbers and purchase
draw-based games in a digital environment
introduces these products to a whole new
segment of players that are already geared to conduct most of
their everyday purchases via smartphones, tablets or desktop
computers. This “clickquisition” strategy has garnered between
6,500 and 7,000 new players per month for one or NeoPollard
Interactive’s clients since the launch of its interactive draw-based
games portfolio.
Once online, players are exposed to dynamic cross-selling op-
tions that boost sales both online and through traditional retail
locations. As an added bonus, because players can select their
numbers and complete the entire gaming
experience prior to purchase, interactive
draw-based games can be used as a power-
ful educational tool to help encourage new
players to purchase tickets at traditional
bricks-and-mortar retail outlets.
Most importantly, interactive draw-
based games satisfy consumer demand for
a condensed purchase flow. Ticket pur-
chases, including number selection, can be
completed in as little as three clicks online.
This streamlined purchase flow delivers an
e-commerce experience to lottery consum-
ers that is consistent with the experience
that digitally-enabled consumers have
grown to expect in engagements with to-
day’s biggest online retailers.
The results in jurisdictions that have
forged ahead with interactive draw-based
games are compelling. NeoPollard Interac-
tive has found that more than 60 per cent
of players that register online to play in-
teractive draw-based games crossover to
play e-Instant games. That conversion is a critical leap forward
in the drive to expand the lottery player base.
Today’s consumers have a world of goods and services at their
fingertips. This is true across nearly all consumer industries,
including lottery. Ultimately, by offering digital versions of the
most popular traditional games, such as interactive draw-base
games and e-Instants, lotteries can effectively leverage both dig-
ital and retail strategies to acquire and engage a broader player
base across the entire lottery ecosystem.
■
Alice Garland Interview
…
continued from page 26
A. Garland:
Lotteries can follow the
WLA’s Responsible Gaming Framework
or the new Responsible Gambling Veri-
fication Program sponsored jointly by
NASPL and the National Council on
Problem Gambling. What North Caroli-
na found out as it worked to obtain Level
3 certification is that it already had many
important responsible gaming practices
in place. I suspect many U.S. lotteries
would discover that too. But we also saw
the gaps, the places where we needed
to improve our program. One key area
of improvement was in training all our
employees and then all our retailers to
understand what problem gambling is,
know how to recognize it, and know
how to offer resources that can help. Our
work also led us to a new tool for retailers
to easily, and in a discrete manner, pro-
vide the toll-free number for North Car-
olina’s Problem Gambling helpline with
one push of a terminal button. And we
strengthened our partnerships with the
National Council on Problem Gambling
and our local partner, the N.C. Prob-
lem Gambling Program. I don’t know of
any better place to start, however, than
with making sure your employees get the
training they need to offer the right re-
sources to someone who has a gambling
problem. You’ll probably find, as we did,
that your employees—including many
of our sales reps—face these situations
already and are glad to get the training
they need to provide help.
■