Page 38 - Public Gaming International September/October 2017

adults in the early 2000s. As a market in fact different than most other products. is no point in marketing to somebody on
segment, though, that does not tell us very Merging the power of big data analytics with Facebook, for instance, if they don’t use
much. There is very little homogeneity other the granular drill-down into the nuance of Facebook. In fact, many Millennials don’t
than the fact that this generation was raised each market, this is where the sweet spot of use Facebook anymore, but they can be
with a deep connection to digital technol- marketing lies and that’s really the whole reached via Twitter and Instagram. For those
ogy. Beyond that, there is a great diversity purpose of ONEVoice. Scientific Games who are on Facebook, knowing what drives
of motivational drivers, game-style prefer- and our lottery customers share the same them to play is critical for knowing what
ences, shopping and lifestyle behaviors, and goals of acquiring a deeper understanding message will be effective. That’s the level
much more. Scientific Games’ goal of detail we seek. It’s like the
is to make sense of this diversity, to keynote speech on diversity we
segment players by relevant behav- heard yesterday at this NASPL
ioral drivers which are motivational Professional Development
rather than generic demographics, Seminar. Patricia Russell-
and to apply tools that convert McLoud conducted a
this unmanageable category into wonderfully interactive
discreet component parts that are session that illustrated how
defined with much greater preci- Millennials, or anyone else for
sion. We then turn this data into that matter, do not want to be
useful business intelligence and lumped into one demographic
action plans that drive our lottery segment. They may have many
customers’ sales and performance. things in common with regard
to their lifestyle and digital
To what extent are these frame- intelligence. But Millennials
works dynamic and fluid, with protest that these attributes
new consumer information and a changing of consumer behavior, and applying that do not define them. Their aspirations, their
marketplace? to develop products and promotions that world views, their personalities and motiva-
appeal to players. Our customers appreci- tions differ just like they do in all age groups.
Jennifer Welshons: The underlying frame- ate that the tools we are building enable us Optimist or pessimist, happy or melancholy,
work based on motivations is relatively stable. to deconstruct the behavioral profiles, and adventurous or cautious – these character-
That’s the reason for building onto the frame- zero in on what motivates players instead of istics have nothing to do with traditional
work; very little shift over time. However, generic demographic data that does little to demographic segmentation.
the behavioral models that are layered on reveal the real market-drivers. And for our
and the subsequent insights and conclusions part, Scientific Games respects the fact that Scientific Games’ new WILLY WONKA
are anything but stagnant. When used prop- each jurisdiction is unique. Our goal is to GOLDEN TICKET™ game combines the
erly, segmentation work becomes a living, clarify the dynamics—the market-drivers appeal of lotto-size jackpots and scratch-off-
breathing, integral part of marketing plans. – so that we can focus on what makes each style instant wins. Why is this innovation
To bring the framework to life, a lottery market and playerbase special. driving such incredible results for the 10 lotter-
needs a platform like ONEVoice to pursue ies that have launched it thus far, with more
a course of continual improvement and Without a model that segments by motivation, to come?
learning in the most efficient and effective and the common language to integrate infor-
way. It’s vital that the tools and methodolo- mation from multiple sources, are you looking Jennifer Welshons: Our WILLY WONKA
gies be dynamic resources that are used and at less understandable end results? GOLDEN TICKET linked instant game
updated on a timely basis. has been phenomenal, and it’s a great exam-
Jennifer Welshons: No company has a set ple of what we’ve just been discussing. Firstly,
How difficult is it to overcome the inclination of research tools that doesn’t require extrapo- it utilizes a brand that has already achieved
to think that the lottery industry’s challenges, lation or interpretation. At Scientific Games, massive success as a slot game. The current
marketplace, or consumers are so different from we are drilling down to unearth a much success in the lottery channel validates our
other consumer product businesses? richer, more accurate, more granular, and research indicating significant crossover
more actionable set of insights. The fact that between casino slot players and lottery
Jennifer Welshons: It’s not logical to think demographic data relating to age, gender, etc. instant game players. Secondly, the way in
that the consumers who lotteries want to is more readily available does not speak to which the game combines many attributes
reach are different than those that other its relevance. Actual behavior is driven by is quite unique. It provides a very interac-
consumer product businesses are after as underlying motivational drivers and person- tive and engaging player experience that
well. Of course, there is significant cross- ality attributes. For building out an effective includes second-chance play through inte-
over. However, the relationship that these marketing action-plan, there is no easy alter- gration with nine different lottery mobile
consumers have with lottery products and native to diving in and stretching to identify apps to give the game maximum jurisdic-
their motivation for purchasing them is those underlying behavioral drivers. There tional penetration. Lastly, it is a multi-state

38 // PUBLIC GAMING INTERNATIONAL // SEPTEMBER /OCTOBER 2017