July 30, 2014
Dimitris Stergiopoulos of INTRALOT Interactive, talks to eGR North America about the growth of lottery markets and the company’s new Mobile Lottery offering
Every now and then, a technology comes along that revolutionizes the way people communicate and interact; radio, telephone, television. The Personal Computer arrived in the 80s. One decade later, it was the time of the internet and the cell phone as a communication device. Now, the notion of mobile device - mainly but not limited to - smartphone, smart watch, smart TV, wearables and sensors are shaping the future. It’s easier than ever before to communicate, socialize and consume content which is meaningful, relevant and personalized. Content that is fed automatically by our location, habits, needs, mood, lifestyles and created just for us. That’s a whole new experience. Real world meets virtual world. A glimpse of the future.
The mobile lottery experience
Dimitris Stergiopoulos of INTRALOT Interactive, talks to eGR North America about the growth of lottery markets and the company’s new Mobile Lottery offering Every now and then, a technology comes along that revolutionizes the way people communicate and interact; radio, telephone, television. The Personal Computer arrived in the 80s. One decade later, it was the time of the internet and the cell phone as a communication device. Now, the notion of mobile device - mainly but not limited to - smartphone, smart watch, smart TV, wearables and sensors are shaping the future. It’s easier than ever before to communicate, socialize and consume content which is meaningful, relevant and personalized. Content that is fed automatically by our location, habits, needs, mood, lifestyles and created just for us. That’s a whole new experience. Real world meets virtual world. A glimpse of the future.
A new game
Experience. Excitement. Thrill. Fun. Entertainment. Does it sound familiar? That’s what the lotteries promised and have been delivering for the last 600 years. Today, those small escapes from routine, are also possible through a device in the palm of players’ hands. Entertaining, social and personal. Anytime. Anywhere.
Mobile devices, not just mobile phones, have allowed users to play existing lottery games, whenever they feel like it, from the comfort of their couch or on the go. Same game rules, different channel. Is the imitation of the current process through a new media enough? Well some Lotteries, especially in Scandinavian countries where smartphone penetration is almost 100%, have done just that and have seen the huge potential of mobile applications. They designed a mobile app solution and boom, up it goes! They’ve also noticed the central role mobile can have in rejuvenating the brand and customer acquisition, while it is also efficient at bring customers back by adopting real time campaigns.
Mobile devices, not just mobile phones, have allowed users to play existing lottery games, whenever they feel like it, from the comfort of their couch or on the go. Same game rules, different channel. Is the imitation of the current process through a new media enough? Well some Lotteries, especially in Scandinavian countries where smartphone penetration is almost 100%, have done just that and have seen the huge potential of mobile applications. They designed a mobile app solution and boom, up it goes! They’ve also noticed the central role mobile can have in rejuvenating the brand and customer acquisition, while it is also efficient at bring customers back by adopting real time campaigns.
Audience
Is mobile relevant to all? During the average day, 79% of people have their smartphone on or near them for 22 out of 24 hours. Are mobile games just for the younger generation? SponsorPay indicates that 45% of app sessions on smartphone are games, and very much relevant to all age groups - “life is a game! Never stop playing.”
It is true that an app from a strong local and recognizable brand, if done correctly, can get to number one of the app stores ranking and get instant presence (downloads) to tens of thousands of consumers. This usually happens with great momentum, in the first two-three days of release, otherwise it will be very difficult to ever get there or it will be very expensive to do so. Those consumers can be either existing users of lottery services or completely new, triggered by the high app ranking.
Is simply getting a lot of downloads enough? Studies show that one in five apps are deleted after the first use. So, knowing your audience and building your product accordingly, simple, meaningful and relevant, is very crucial. Which bring us to the notion of the “mobile tribes” in the lottery “ecosphere”.
It is true that an app from a strong local and recognizable brand, if done correctly, can get to number one of the app stores ranking and get instant presence (downloads) to tens of thousands of consumers. This usually happens with great momentum, in the first two-three days of release, otherwise it will be very difficult to ever get there or it will be very expensive to do so. Those consumers can be either existing users of lottery services or completely new, triggered by the high app ranking.
Is simply getting a lot of downloads enough? Studies show that one in five apps are deleted after the first use. So, knowing your audience and building your product accordingly, simple, meaningful and relevant, is very crucial. Which bring us to the notion of the “mobile tribes” in the lottery “ecosphere”.
Lottery mobile tribes
“I am playing lottery games anyway, I will try a new game on mobile as well.” Existing players will evolve.
“I have never played the lottery, but I will try this new app because it's on mobile, it’s trendy, and I’ve seen it high on app ranking,” this represents new player acquisitions that you couldn’t reach through the normal lottery acquisition process.
“I’ll give it 20 seconds, and if it’s exciting enough, I will play some more,” this is the view of the demanding players and potentially the most loyal ones.
“I have never played the lottery, but I will try this new app because it's on mobile, it’s trendy, and I’ve seen it high on app ranking,” this represents new player acquisitions that you couldn’t reach through the normal lottery acquisition process.
“I’ll give it 20 seconds, and if it’s exciting enough, I will play some more,” this is the view of the demanding players and potentially the most loyal ones.
Out of the box
People play lottery games in the real world. Lottery users also play casual and social games in the virtual world. Let's have a crazy idea. What if people could play virtual games in the real world, their surrounding world, interacting with real people. Lottery games that exist in a new exciting world. Sometimes the experience is more important than the results.
So the mobile offering is not just another channel. Mobile enables interaction with players on a very personal level. We have to take a step back, rethink design, UI, UX, channel and social elements from scratch, and with these tribes in mind, answer the question of meaning and relevance to them on a personal level. It’s a completely new product, a whole new approach.
So the mobile offering is not just another channel. Mobile enables interaction with players on a very personal level. We have to take a step back, rethink design, UI, UX, channel and social elements from scratch, and with these tribes in mind, answer the question of meaning and relevance to them on a personal level. It’s a completely new product, a whole new approach.
Engagement
Acquisition is one thing. Keeping them close is another. Understanding your customer by tracking his playing behavior, has become slightly easier than in the past. But this evolves all the time. People are constantly changing preferences, devices, habits, lifestyles. Can lotteries afford to stay put? Evaluating regularly is key. Making good use of this knowledge is crucial in the process of offering a more personalized gaming experience. - innovation, adaptation, maturation.
User retention is an ongoing challenge. Simplicity is always the key. But a player that looks for more features on the app and new excitement has to be rewarded by more challenging technology and gizmos. A mobile app can be adaptive, as simple as possible and also as advanced as a demanding user wants it to be, based on CRM, loyalty and sophisticated player ranking. Imagine that for engagement. Unlock features and games as you play. Features that interact with your environment, your personality, your mood, your location, your player skills. It’s not about the features. It’s the experience that matters.
Push notifications are a blessing when it comes to re-engaging players with the lottery . Don't mistreat them though. Send meaningful (right content), relevant (use proper segmentation, based on in-app behavior) push notifications at a time and a pace that the user wants. The user still has the power to silence you, let alone to delete the app all together. And then, it will be extremely costly to get those users back.
Push notifications are a blessing when it comes to re-engaging players with the lottery . Don't mistreat them though. Send meaningful (right content), relevant (use proper segmentation, based on in-app behavior) push notifications at a time and a pace that the user wants. The user still has the power to silence you, let alone to delete the app all together. And then, it will be extremely costly to get those users back.
Welcome Mobile Lottery
So the need for the modern lotteries is not just a mobile app. It's a mobile “experience” strategy. Here at Intralot Interactive we did just that. We went back to the design board, jumped into uncharted waters – continuous innovation and R&D - and created an unparalleled mobile experience with our Mobile Lottery offering. Simple and powerful. The real and interactive world combined. That's -Interactive squared - I2
Dimitris Stergiopoulos manages the mobile products of INTRALOT Interactive. Previously, he held the position of strategy & business development director at various ICT companies for a decade, before becoming a partner at a mobile strategy firm focusing on the conceptual design of innovative solutions for the mobile world.
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| Title | Description | Download |
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The mobile lottery experience |
Dimitris Stergiopoulos of INTRALOT Interactive, talks to eGR North America about the growth of lottery markets and the company’s new Mobile Lottery offering. |
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