includes a Bejeweled play for fun game that can be played on
any device and on any platform.
MOBILE GAMES & COMPONENTS
Mobile games on smartphones and tablets have clearly
reshaped customer expectation for the lottery. The Leger
study has provided GTECH with many insights into mobile
device users’ and lottery players’ gaming experience and
their attitudes about online lottery games (play for fun and for
sale), including which mobile game genres appeal to lottery
players and some of the brand affinity and brands that might
resonate with these players. Of particular note is the finding
that as many as 40% of U.S. adults, nearly half of all past-
month lottery players, and 60% of past-week players surveyed
say they are interested in playing an online scratch game via
mobile device.
Of course, you can also have a powerful mobile
strategy without actually offering mobile
games. Evolving your draw games portfolio to
incorporate a mobile reveal, such as has been
incorporated in the new Bingo To Go game
(launching later in 2014), will draw consumers
to your lottery’s app and website and keep
them coming back. Results can be seen via an
animated drawing on the Lottery app; when
the player scans the QR code on his or her
ticket, numbers will automatically populate the
player’s bingo board as they are drawn!
Pundits used to speak of the mobile channel
as the future of the Internet, but clearly, that
future has arrived. Whatever your intentions
or legislative restrictions, having an effective
mobile strategy in place is one of the keys to
maintaining and growing your customer base
in today’s mobile age.
Public Gaming International • July/August 2014
42
