Marketing Strategy
Last updated
Last updated
LICENSING AND THE GAMIFICATION OF INSTANT WIN
THE RISE OF MOBILE GAMING
RISING ADVERTISING PRICES
ACCESS TO GAMES FROM NEW DEVICES
Standards set by e-commerce and other sectors mean that players have high expectations of what their user experience should be.
User experience is of paramount importance in driving sales.
Continuous testing and optimization is key to maintaining user experience and site performance.
Testing should branch out from just game products and also cover website design and processes.
Marketers believe digital sales do not cannibalize retail purchases
Players use both digital and retail channels and play more as a result
Search engine advertising and optimization are top acquisition channels being used
Technical expertise in digital marketing may be falling behind other industries
Jackpot marketing only pays off from a certain jackpot size
Social media remains a point of contention for digital lottery marketers
Having a clear strategy from the outset is essential
Successful lotteries go beyond just collecting data and use insights gained from thorough analysis to inform their strategy
Segmenting lottery audiences increases the chances of conversion
Many lotteries are also missing out on opportunities to cross and up-sell their products
DECIPHERING AND UNDERSTANDING THEIR DATA
REDUCING BARRIERS TO DIGITAL PLAY
RESTRICTIONS IN APP STORES AND ON SOCIAL MEDIA
UNDERTAKING DIGITAL ACTIVITY FOR THE SAKE OF APPEARING ON DIGITAL FORMATS IS NOT AN EFFECTIVE USE OF THE MEDIUM
TESTING, ANALYZING AND OPTIMIZING SHOULD BE CONTINUOUS AND BASED ON HIGH QUALITY DATA
BY LOOKING INTO OTHER INDUSTRIES FOR INSPIRATION
A more profound product development process, using surveys, tester groups or even different stages of tester groups
A stronger belief that truly successful customer acquisition required perfecting the right mix and balance of marketing channels
More advanced strategies for collecting and analyzing data, using it for prognosis of future sales and opportunities for up- and cross- selling.