Page 81 - Public Gaming International September/October 2017

Philippe Vlaemminck according to Kotler/Armstrong “ Principles must continue to tell their story and conduct
continued from p 82 of Marketing”, that the organization’s task is business. Societal marketing can help them
to determine the needs, wants, and interests to do it in an acceptable way and consistent
fact that revenue from the marketing of the of a target market and to deliver the desired with the EU case law. n
latter is used to finance activities which are satisfactions more effectively and efficiently
non-profit-making or in the public interest, it than competitors in a way that preserves or
should also be recalled, first, that, according enhances the consumer’s and the society’s
to settled case-law, although it is a relevant well-being. Steve Rogers
factor that games played for money may Therefore, marketers must endeavor to continued from p 67
contribute significantly to the financing satisfy the needs and wants of their target
of such activities, such a ground cannot in customers in ways that preserve, protect and and Virtual Sports outperforms pretty much
itself be regarded as an objective justification enhance the well-being of consumers and every other product in the betting shops in
for restrictions on the freedom to provide society as a whole. It is less profit oriented terms of year-over-year growth. Virtual
services. The latter are permissible only on and clearly driven by the need to protect the Sports is ever-ready, always on, and isn’t
condition, in particular, that the financing consumer by offering an attractive product
of such social activities constitutes an ancil- with no harm , and at least no negative seasonal or subject to the uncertainties of
lary beneficial consequence of, and not the consequences for society, but by preference actual real-world sports. You don’t have to
substantive justification for, the restrictive also a benefit for society. wait for kick-off time, you just play whatever
policy established.” It is closely linked with the principles you want whenever you want to play.
In order to fight illegal operators State of corporate social responsibility and of
Lotteries need , in the same manner as sustainable development. However, clas- The UK is growing, but so is every other
private licensed operators, a strong marketing sic CSR “focuses more on a corporate level market we have entered.
strategy that fulfils the criteria of controlled and stakeholders”, while societal market-
expansion outlined by the European court , ing is more concerned about the consumer, You started by installing Virtual Sports in phys-
but at the same time the Court added that society and their long term benefits. CSR, ical venues. Is Digital now growing faster than
the advertising of exclusive right holders social and environmental concerns need to land-based gaming?
must remain measured. Focusing on poten- be integrated into all business operations.
tial big winnings and/or good causes are in Societal marketing fits better in the Shared Steve Rogers:
real life of course necessary, but must be done Value approach of Porter and Kramer , but Land-based has been the predominant
in a responsible way to channel consumers is only addressing an aspect of it, although revenue channel for us for the last fifteen
towards authorized games. How to address important.
this issue in a consistent but at the same time What lessons for Lotteries? Well lottery years. There is no question that that is chang-
reasonable and logical way? We do not think marketers better benchmark their strategy ing; mobile playing has exploded such that
that there is a reason to distinguish between and practices against the basic rules of soci- Digital revenues recently surpassed reve-
different types of operators, licenses and/or etal marketing. Providing the consumer the nues from non-digital wagering. Mobile
exclusive right holders. Each of them forms dream of an attractive and possibly innova- and online now accounts for over 50% of
part of the state choice to develop a consis- tive game that poses no harm, is low cost and our Virtuals income and growth is increas-
tent policy to protect society and consumers. provides lots of entertainment is the best way ing. We have now gotten to the point where
But they do it in a different way by operat- to satisfy the consumer and persuade her to we have two different and distinct product
ing mostly different products. Both must be not look for illegal gaming alternatives. Tell roadmaps - physical venues with big screens
able to actively promote their games in order the consumer that her recreational gaming
to fight illegal operators. Announcing big activity is also helping society by adding provide a fabulous Virtual Sports playing
winnings and/or telling people that the prof- value to societal and charitable causes. And experience that is very popular because it is
its go to good causes may not be a prohibited educate the consumer on the tools that help social while Mobile lets you play wherever
means of marketing their services. him avoid harm and related health risks and and whenever you want, 24/7/365 days a
In 2010, the Council of Ministers of the costs. Facing illegal competitors by appealing year. We expect both channels to continue to
EU recalled that contributions of lottery and to the consumer with a story about socially be essential in serving the different play and
related services play an important role for acceptable entertainment, with a heart for a betting styles that inhabit the market-place.
society, via for example the funding of good better world and with dreams of a wonderful
causes, directly or indirectly where appli- future for him/her and for the community/ Steve Rogers is CCO Digital Games at
cable, and emphasized that this specific role planet where he/she is living. Bring social Inspired, and has over 15 years experience
needs to be recognized in discussions at the innovation into the Lottery’s business model
European level. and centrally embed a modern CSR 2.0 in the virtual sports sector. Prior to his
The question is rather how to do it. policy into the Lottery strategy. Facilitate current role, Steve Rogers was COO of Red
This brings us to the concept of societal the creation of a community of players whose Vision, which was acquired by Inspired in
marketing. social bond is the shared goal of contribut- 2006. n
The societal marketing concept holds, ingh to the society of the future. Lotteries

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