Promoted feature: Ten years of insights
Jessica Powell of NPi gives insights on the ilottery adoption curve and reveals her top tips for avoiding the player acquisition doldrums
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Understanding the ilottery adoption curve
Five tips for avoiding the player acquisition doldrums
- Perform ongoing consumer research – understanding consumers’ barriers and motivators of online play is critical to the success of an ilottery marketing strategy. Attitude and usage studies should be conducted annually to inform media plans and creative strategies. In addition, persona development exercises should be performed every two years. Although these research programs have high costs, the benefits of more accurate targeting, more relevant creative messaging, and lower cost per acquisition will undoubtedly result in a positive return of investment (ROI).
- Reinvent yourself in Year 2 – the strategies that brought in ‘lottery enthusiasts’ and ‘early adopters’ at the beginning of the program may not be relevant to the ‘early majority’. Lotteries should be prepared to cast a wider net with their digital media programs. Also, because these consumers have not played the ilottery frequently, they will need more education on the play experience and registration process to overcome their misconceptions regarding security.
- Prepare for higher media and bonus investments – while most digital marketers strive to constantly refine their cost per acquisition key performance indicators (KPI), lotteries will need to adjust expectations around higher cost per acquisition (CPA) and invest more in bonuses and free games to get the attention of new players, especially in markets where sports betting and online casinos are competing for players.
- Leverage subscriptions – ilottery subscriptions and auto-renewal programs are an essential part of your marketing program. Players who participate in subscriptions have a higher player value. In addition to convenient ‘set it and forget it’ transactions, they also play incrementally. A strategic retention program targeted to this segment can successfully introduce them to new games and motivate additional play with bonuses and offers.
- Get ready for Generation Z – more than 86 million strong, this generation, born beginning in 1996, is larger than the Baby Boomer or Millennial generations. Now entering their 20s, members of Gen Z belong to the generation of employees, consumers, and trendsetters that is emerging fastest, not only because of its sheer size but also because of its comfort with technology. Because members rely on technology, they are an ideal audience for ilottery games. But game selection, the registration experience, and above all, advertising strategy are critical to acquiring this elusive demographic.