|“This new game spreads the wealth and does what consumers want,” said Lottery CEO Rich, who predicted the new lottery product would have “millennial” appeal to players in their 20s and 30s with its interactive components, while older players will get a “throwback feel” from the new “mainstay” game with an iconic Hasbro brand.|
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The tipping point has arrived. Regulatory changes, universal consumer adoption of digital communication technologies, and the adoption of multi-channel retailing by lottery operators are transforming the face of the industry. The convergence of social media, internet promotional strategies, and traditional advertising channels is opening up entirely new vistas for Lottery to connect with its customers.
Government Lotteries and their commercial partners have become the market leaders. Instead of responding to change as it occurs in the market-place, Team Lottery is leading the charge with innovative approaches to brand extensions, integrating multi-media strategies for new customer-acquisition and core customer relationship management, aligning game development and marketing strategies with real-world player profiles instead of old-school demographic segmentation, and converting ‘big data’ into better products delivered at the right time, in the right place, to the right consumer. All the pieces are in place for Team Lottery to consolidate its position as the most progressive, exciting, and trusted operator in the games-of-chance industry.
Public Gaming Magazine January/February 2014