Page 41 - Public Gaming International September/October 2017

proponents felt they had their best meetings with Governor Rick 63% feel it is appropriate to expand lottery
chance. Synder’s office as well as key offerings on the Internet and another 20%
But in May, a bomb was dropped legislators. And those meet- are neutral. In terms of purchase intent,
on the process. The Boston Globe ings paid dividends, as he 34% of said they would “definitely or prob-
ran a story headlined “Voters received support right up to ably” buy a lottery ticket via the Internet.
Oppose Online Lottery, Survey the Governor. Additionally, 85% of Virginians said it is
Finds.” The article starts as follows: “The Governor said ‘It just as acceptable if not more acceptable for
“Nearly 70 percent of certainly makes sense to the Virginia Lottery to have the same type
Massachusetts voters do not support distribute lottery products of online selling ability as horse racing and
legislation that would allow the state through any method that will fantasy sports.
lottery to sell tickets online, a new survey has help drive sales. And, frankly, I can’t under-
found. stand why it’s not happening already,’” said
Just 5 percent said they support expanding Bowen, who now works for NeoPollard
the lottery to include Internet games “very” Interactive as the Senior Vice President of
strongly, the survey found, while 7 percent Business Development. “We also met repeat-
said they support the proposal “somewhat” edly with retailers and as a concession, told
strongly.” them we wouldn’t include either of the Daily
The article stated that the research was 3 or Daily 4 games in our online sales. That
funded by Princeton Research on behalf of gesture seemed to placate some of their
a coalition that included the New England concerns.”
Convenience Store and Energy Marketers A study on the Michigan Lottery’s iLot-
Association, Massachusetts Package Store tery efforts certainly supports the state’s
Association, and Boston Convenience Store online decision. In a December 2016 report
Owners Association. But nowhere in the by Digital Gaming Group on the Michigan
article is it outlined the methodology of the Online Lottery, much like online gambling,
research or how the questions were asked. the online lottery customer and the tradi-
One of the more outrageous or perhaps tional brick-and-mortar lottery players tend
more accurately, uninformed, comments to be two different players.
was from Jon Hurst, president of the “The Michigan Lottery’s success story
Massachusetts Retailers Association, who should be a page in the book of every
said, “Abandoning the current system for a lottery looking to convince its stakeholders
model which has yet to be proven success- of the value, certainty and complementary
ful anywhere in the country is simply bad nature of this new sales channel,” the report
policy,” he said. states. Additionally, the report found exist-
But this is the hyperbole that lotteries ing lottery customers who register online
are facing as they look to modernize their accounts don’t decrease land-based spend.
operations. “Multi-channel growth has been observed
In the Virginia debate, a common talk- across the globe where iLottery is present
ing point of the iLottery opposition groups and the industry is finally obtaining domes-
was underage gambling. “I’m still concerned tic evidence as well,” the report concludes.
about verification online,” said Eddie As Bowen travels across the U.S. helping VENDORS, NASPL HERE TO HELP
Aliff, director of the Virginia Assembly of lotteries chart their iLottery futures, he said For lotteries looking to implement an
Independent Baptists. “Kids are smart, and the Michigan results are proof that iLottery iLottery program, there is help. Most of
I just don’t know how you are going to do can succeed. the large vendors have some type of interac-
that.” This despite the fact that online player “The Lottery just passed the $1 billion tive division which can work with lotteries
verification is often times stronger than that mark in iLottery sales and at the same time, on their online plans. And the National
of brick-and-mortar lottery retailers. retail sales are up 16%,” he said. “It’s been Association of State and Provincial Lotteries
proven – in Michigan, Canada and every- provides support to member lotteries. In fact,
FOR iLOTTERY ROADMAP, LOOK TO where in the world where Lottery products on its web site NASPL provides info to help
MICHIGAN
are sold online, that iLottery brings in lotteries debunk the most common myths
Someone needs to send the opposition more people. The more distribution points about online lottery sales:
groups the results of the Michigan Lottery’s you have, the more you can take care of the “If lottery sales are allowed on the inter-
experience. demand for your products.” net, retailers will lose considerable sales.”
In 2012, Scott Bowen, at the time the And research shows that consumers want Although relatively new to the
Michigan Lottery’s Executive Director, more lottery options via the Internet. A United States, online games are a staple
began implementing a plan to bring iLot- 2016 KANTAR TNS Research consumer in other countries, where they have
tery to his state. Bowen undertook countless survey of 1,000 adult Virginians found that
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