Page 36 - Public Gaming International September/October 2017

INTERVIEWS

PUBLIC GAMING Jennifer

WELSHONS

Senior Vice President, Marketing
Scientific Games Lottery

segmentation study – the first of
PGRI Introduction: its kind to span lottery and gaming
categories in the U.S. and Europe –
Supplying 3,000+ instant games per introduced entirely new paradigms for
year to more than 120 lotteries glob-
understanding player motivations and
ally – and driving more than 75% of the Paul Jason:
creating the products and messaging
industry’s retail sales for instant prod-
to appeal to the modern consumer. What proved to be the most useful or actionable
ucts – Scientific Games is in a unique
By shifting the focus from traditional insights of Scientific Games’ ONE study?
position to capture and analyze data
that helps them understand player demographic categories (age, gender, Jennifer Welshons:
behavior. The cutting edge of true ethnicity, income, etc.) to player moti-
innovation, though, is to translate vation, ONE redefined the way player The challenge has always been to combine
player insights into action that helps profiles are segmented and classified, market intelligence and data from multiple
drive lottery revenues and increase and enabled product and promotion sources and convert it all into a common
funding for good causes. This is the development to focus on the more language. By establishing a common
focus of our interview at the 2017 language to convert different descriptors
relevant drivers of consumer behavior.
NASPL Professional Development and metrics into a single common denomi-
The (N)ever Changing Conversation
Seminar in Nashville, Tennessee. nator with the same terminology, the ONE
(visit the Scientific Games section
study synthesizes the way insights and
of Partner Articles at PGRLibrary.
results from different sources are described.
com) is the article that summarized For example, we have one lottery customer
the insights from the ONE study that has fully adopted our ONE framework
conducted by Welshons and the into their business. Now when we work with
It was almost two years ago that Marketing & Insights team she leads them on product and promotion planning,
Jennifer Welshons wrote a ground- at Scientific Games. we are able to evaluate focus group findings,
breaking article for this magazine panel concept testing results, and any second
based on a uniquely ambitious Most recently, Welshons and team chance entry data in an effective manner
research project. This research because all of the information is reported by
used the ONE framework to create a
project combined Scientific Games segment. There is a common denominator
customized market research online
Lottery’s nearly 45 years of experience linking it all, which helps convert informa-
community (MROC) platform called
and 1,800+ research projects with its tion to action. This approach is catching
ONEVoice™ to capture entirely new
immense database of real-world player on with other customers, which benefits
behavior, and continually advanc- data that provides a 360-degree view everyone. When we do our own R&D work,
ing analytical tools and research of players through a community of we no longer have to rely on varying player
methodologies. engaged consumers who are ready definitions; we can tell a customer who is
The company’s ONE™ consumer and willing to share their feedback. trying to reach a certain segment of people,

36 // PUBLIC GAMING INTERNATIONAL // SEPTEMBER /OCTOBER 2017