Page 37 - Public Gaming International September/October 2017

“hey, these three games tested high for the How did the results of the ONE study change What is ONEVoice, the market research online
‘Friend’ segment you’re trying to reach” and Scientific Games’ point-of-view? community (MROC) platform we’ve been
they know exactly what we’re talking about. hearing so much about?
This common language is certainly near the Jennifer Welshons: Our point-of-view
top of the list of most useful accomplish- prior to ONE was informed by many years Jennifer Welshons: Well, the magic
ments from our ONE study. of research, observation, and analyses of happens when the business intelligence and
hundreds of studies we conducted with analytics are integrated with IT, with the
So now you can focus on applying the insights lotteries all around the world. Our purpose sales and marketing teams of the lottery
instead of the methodologies? was to apply common language meth- and Scientific Games, and into all digital
odologies that might reveal oversights or products like players clubs, loyalty programs,
Jennifer Welshons: Yes. A fundamental misguided conclusions. We accomplished and second-chance draws. This is why creat-
of research is isolating variables to ensure this and, not surprisingly, the common ing the ONEVoice community has been so
validity. The ONE framework gives us the language also validated much of our previ- important. It takes our ONE framework and
ability to hold constant the core aspects of ous point-of-view. Both insights, i.e. the ones gives us a way to integrate primary consumer
consumers, those which don’t easily change, that corrected misconceptions and the ones research with other secondary data points.
yet greatly define their relationship with that validated previously held conceptions,
gaming products. From there, we can layer are valuable.
on additional ways of segmenting, such as
buying behavior, social media usage, and Scientific Games is focused on translating
shopper journeys, to name a few. Even new knowledge into action plans that are applied
research methodologies can be applied. It is in the real world. We discovered that actual
the common language framework based on implementation has less to do with the
motivations for engaging in lottery products relevance and reliability of the knowledge
that does not change and frees us up to focus than with the practical matters of creating
on the insights that drive actionable market- alignment with all the different stakehold-
ing, promotion, and product development ers, whose buy-in is crucial. Everyone may
strategies. This becomes especially important agree that change, a course of action based
when trying to merge insights from different on the evidence, is clearly needed. But ONEVoice is a national online community
gaming categories, like consumer behavior at unlocking the power of business analytics that includes approximately 2,000 consum-
a slot machine in the casino and consumer and intelligence and integrating these into ers, representing all of the ONE consumer
behavior at the lottery point-of-sale in a the information systems is difficult. But this segments. It’s designed to integrate all
retail store. Being able to blend data based is what needs to happen for knowledge to be points-of-view to yield a deeper under-
on a unifying factor (motivation) allows converted into improved sales performance standing of the underlying motivational
us create the foundation for the next step, and funding for lottery good causes. We drivers of player behavior. Several lotteries
which is implementation and execution. hope to show the benefit of this to all of our have leveraged our ONEVoice community
customers. by augmenting consumers from their juris-
dictions, and they can now test new game
concepts in a far more cost-effective way.
The common language enables a 360-degree
view that includes consumer feedback and
quantitative data.

Technology teams talk about application
program interfaces (APIs) that translate
different computer languages into one
common language that allows different IT
infrastructures to communicate with each
other. Well, this is really what the ONE
framework does for a lottery’s marketing
efforts. Deploying a ONEVoice community
enables primary market research to better
link with business intelligence and analytics
gathered and organized by different sources
and organizations.
For instance, lotteries want to connect with
Millennials, the age group of consumers
born in the 1980s and ‘90s who became

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