Page 63 - Public Gaming International September/October 2017

Centralized control of

messaging means less
reliance on retailers for printed

POS placement, as well as less
demand on retail staff for

how-to-play education

can trigger interactive experiences, visitors. On the interactive signage DS is a chance to look at how our
inspiring a younger demographic of side, Lottery Marketers can track players experience Lottery retail in a
players, offering instant gratification, analytics similar to a website, allow- new way. To think creatively about
and educating new players on how- ing for split testing and providing how we interact with our players. To
to-play. Multi-lingual communication, direct feedback to optimize future disrupt our status quo. DS networks
multiple product categories, and experiences. are not a way to do things the way
complicated sports betting informa- we’ve always done them, just on a
tion all become straightforward and One thing is for sure: this is not your digital screen. They’re a channel that
clear. grandparents’ lottery. DS allows us gives us virtually limitless possibilities
to create experiences that transform for targeting, attracting, interacting,
When it comes to measurement, the player journey at retail; from the inspiring, and delighting players in
cameras built into DS enable Lottery moment the player approaches the ways we have never done.
Marketers to use Anonymous Visual store (with sunlight readable LCD
Analytics (AVA) to refine their jackpot signage), to their shopping The time to protect Lottery’s privileged
understanding of players, telling experience (with strategically placed position at retail, while capitalizing on
them just who’s looking at what and Digital PlayStations and player adver- the benefits of DS, is now. n
when. Engagement and dwell times tising displays), to their wait at the
can be monitored to optimize type checkout (with in-lane signage and
and duration of content, improving Lottery Digital Menu Boards). We are
engagement with target audiences. able to interact with players in ways
Not only does AVA capture anony- convenient to them, while protecting
mous data on gender, age, distance, our footprint at retail and reposition-
presence, and more—it’s also intel- ing Lottery as a cool brand.
ligent enough to recognize repeat

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