Marketing Strategy

CURRENT TRENDS IN MARKET

✔️LICENSING AND THE GAMIFICATION OF INSTANT WIN

✔️THE RISE OF MOBILE GAMING

✔️RISING ADVERTISING PRICES

✔️ACCESS TO GAMES FROM NEW DEVICES

PRODUCT MANAGEMENT

✔️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.

"USER EXPERIENCE DRIVES SALES"

PLAYER ACQUISITION

✔️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

"SEARCH ENGINE ADVERTISING AND OPTIMIZATION ARE THE TOP ACQUISITION CHANNELS"

PLAYER RETENTION

✔️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

"HAVING A CLEAR STRATEGY FROM THE OUTSET IS ESSENTIAL"

CHALLENGES FACED BY US

✔️DECIPHERING AND UNDERSTANDING THEIR DATA

✔️REDUCING BARRIERS TO DIGITAL PLAY

✔️RESTRICTIONS IN APP STORES AND ON SOCIAL MEDIA

HOW JUMBO TICKET IS TACKLING THESE CHALLENGES?

✔️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

MARKETING GOALS

✔️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.