why lottery needs a multi channel approach
DESCRIPTION
Why Lottery needs a multi channel approach. RICHARD BATESON, 5 TH NOVEMBER 2013 . Our philosophy Background – our players The need for multi-channel The results . 2. Our philosophy. Allow players to play wherever and whenever they want to…. It is about player convenience. - PowerPoint PPT PresentationTRANSCRIPT
![Page 1: Why Lottery needs a multi channel approach](https://reader034.vdocument.in/reader034/viewer/2022051317/5681602d550346895dcf3f5d/html5/thumbnails/1.jpg)
Why Lottery needs a multi channel approachRICHARD BATESON, 5TH NOVEMBER 2013
![Page 2: Why Lottery needs a multi channel approach](https://reader034.vdocument.in/reader034/viewer/2022051317/5681602d550346895dcf3f5d/html5/thumbnails/2.jpg)
2
• Our philosophy
• Background – our players
• The need for multi-channel
• The results
![Page 3: Why Lottery needs a multi channel approach](https://reader034.vdocument.in/reader034/viewer/2022051317/5681602d550346895dcf3f5d/html5/thumbnails/3.jpg)
Our philosophy
![Page 4: Why Lottery needs a multi channel approach](https://reader034.vdocument.in/reader034/viewer/2022051317/5681602d550346895dcf3f5d/html5/thumbnails/4.jpg)
Allow players to play wherever and whenever they want to…
4
It is about player convenience
We don’t tell our players where to play, they tell us!
![Page 5: Why Lottery needs a multi channel approach](https://reader034.vdocument.in/reader034/viewer/2022051317/5681602d550346895dcf3f5d/html5/thumbnails/5.jpg)
Background – our players
![Page 6: Why Lottery needs a multi channel approach](https://reader034.vdocument.in/reader034/viewer/2022051317/5681602d550346895dcf3f5d/html5/thumbnails/6.jpg)
The UK lottery operates in one of the most competitive markets in the world
6
9,000 Sports Betting outlets 677 Bingo Halls
144 casino’s800 Society Lotteries
2,000 gaming centres
![Page 7: Why Lottery needs a multi channel approach](https://reader034.vdocument.in/reader034/viewer/2022051317/5681602d550346895dcf3f5d/html5/thumbnails/7.jpg)
7
The UK lottery makes up only 22% of the gambling market
UK consumers have ‘choice overload’Camelot has had to innovate
Compounded by consumer changes
![Page 8: Why Lottery needs a multi channel approach](https://reader034.vdocument.in/reader034/viewer/2022051317/5681602d550346895dcf3f5d/html5/thumbnails/8.jpg)
The changing consumer: 2013
8
![Page 9: Why Lottery needs a multi channel approach](https://reader034.vdocument.in/reader034/viewer/2022051317/5681602d550346895dcf3f5d/html5/thumbnails/9.jpg)
Consumers are adopting technology quicker and this will accelerate
9
To reach an audience of 50m took:
50
radio years
30
TV years
4Internet years
3iPod years
1Twitter year
![Page 10: Why Lottery needs a multi channel approach](https://reader034.vdocument.in/reader034/viewer/2022051317/5681602d550346895dcf3f5d/html5/thumbnails/10.jpg)
10
Smartphones are accelerating this need for convenience
![Page 11: Why Lottery needs a multi channel approach](https://reader034.vdocument.in/reader034/viewer/2022051317/5681602d550346895dcf3f5d/html5/thumbnails/11.jpg)
Retail is adapting to convenience demanded by consumers
11
Use of smartphones in-storeClick and collect
E-vouchers/couponingSelf serve/self check-out
Taking the store to the shopper…. the list goes on
![Page 12: Why Lottery needs a multi channel approach](https://reader034.vdocument.in/reader034/viewer/2022051317/5681602d550346895dcf3f5d/html5/thumbnails/12.jpg)
The need for multi-channel
![Page 13: Why Lottery needs a multi channel approach](https://reader034.vdocument.in/reader034/viewer/2022051317/5681602d550346895dcf3f5d/html5/thumbnails/13.jpg)
The need?
13
• Our core-weekly players don’t demand it!• You can’t download an Instant• You can play in thousands of shops in my
State!• Business has grown by over 3.5% last year!
• Who are we missing from our current set-up?
• How can we become relevant to more consumers?
• How can you fend-off competition?• How can we make the lottery more
convenient?
V’s
![Page 14: Why Lottery needs a multi channel approach](https://reader034.vdocument.in/reader034/viewer/2022051317/5681602d550346895dcf3f5d/html5/thumbnails/14.jpg)
The facts
14
Player penetration is fallingYounger players aren’t interestedin the current tired lottery formatToday’s consumer expects immediacy and convenience from all brands Gamification/other leisure activities are stealing our lottery $
![Page 15: Why Lottery needs a multi channel approach](https://reader034.vdocument.in/reader034/viewer/2022051317/5681602d550346895dcf3f5d/html5/thumbnails/15.jpg)
The offer
15
Offer full interactive services: - PC, smartphone and tablet (today)Continue to invest in retail: - UK $220m over the last decadeCarefully target players to complimentspend and bring in new players to the lottery
![Page 16: Why Lottery needs a multi channel approach](https://reader034.vdocument.in/reader034/viewer/2022051317/5681602d550346895dcf3f5d/html5/thumbnails/16.jpg)
Continue to invest in retail!
16
Place order View & select Pay Receive
tickets
App
YOUR NUMBERS
My Card1234 5678
Scan phone order Virtual ticket / voucher
Paper ticket /Game Store
voucher
Scan player card / registered
Fast Pay card
‘DRP’ points
Traditional
Retail experienc
e
Digitalretail
experience
Place order View & select Pay Receive
tickets
App
YOUR NUMBERS
My Card1234 5678
Scan phone order Virtual ticket / voucher
Paper ticket /Game Store
voucher
Scan player card / registered
Fast Pay card
‘DRP’ points
Traditional
Retail experienc
e
Digitalretail
experience
![Page 17: Why Lottery needs a multi channel approach](https://reader034.vdocument.in/reader034/viewer/2022051317/5681602d550346895dcf3f5d/html5/thumbnails/17.jpg)
The results
![Page 18: Why Lottery needs a multi channel approach](https://reader034.vdocument.in/reader034/viewer/2022051317/5681602d550346895dcf3f5d/html5/thumbnails/18.jpg)
The results so far…
18
Over 6 million players registered
Growing retail and interactive business - record lottery sales at $11bn - interactive sales over $1.9bn - retail has grown 28% over past 5 yearsPositivity and trust in the UK
lottery at record levels
Record participation levels – 70%+
Top 5 interactive site in UK and Top 3 consumer goods brands
![Page 19: Why Lottery needs a multi channel approach](https://reader034.vdocument.in/reader034/viewer/2022051317/5681602d550346895dcf3f5d/html5/thumbnails/19.jpg)
Players shop across channels and their value increases as they do
19
Retail Only 89%
On-line Only 5%
Multi Channel 6%
Participation by Channel
All Pla
yers
Retai
l Only
On-line
Only
Multi-C
hann
el
£3.98 £3.74 £4.46
£7.30
Average Weekly Player Spend (claimed)
![Page 20: Why Lottery needs a multi channel approach](https://reader034.vdocument.in/reader034/viewer/2022051317/5681602d550346895dcf3f5d/html5/thumbnails/20.jpg)
In summary
![Page 21: Why Lottery needs a multi channel approach](https://reader034.vdocument.in/reader034/viewer/2022051317/5681602d550346895dcf3f5d/html5/thumbnails/21.jpg)
Multi channel is not an if, it is a when
21
Competition is increasing and requires innovation to stay ahead
Our players’ behaviours are changing and will do so more rapidly in the future – consumer expect immediacy and convenience
Multi-channel builds value - It is not about retail or interactive, it is about both
Need to invest in all channels Interactive will attract younger players and those not currently disposed to the lottery
![Page 22: Why Lottery needs a multi channel approach](https://reader034.vdocument.in/reader034/viewer/2022051317/5681602d550346895dcf3f5d/html5/thumbnails/22.jpg)
Thank you