By Stephen Ortiz, Director, Marketing & Sales, Kansas Lottery (Unabridged Version Here)
The focus for FY23 is around the continued engagement of existing members and increased player retention of seasonal and jackpot chasers. PlayOn engagement remains steady even five years in market; however, there is a great opportunity to capture more “Fairweather” players who play only during the holidays or when large draw game jackpots are rolling and entice them to engage more frequently throughout the year.
Building Jackpot: We know that jackpot runs bring in a large volume of players. While the jackpot (starting at around $300 million) is building, it is important to send targeted communications to players creating awareness around the jackpot amounts, drawing dates, and encouraging players to purchase their tickets for their chance to win. We want to help spread the word during the early days of a jackpot run, so we would like to provide some pre-jackpot communications, such as: Email/Push, Newsfeed, and website graphics. To further encourage players to purchase and submit tickets within the PlayOn platform, we would recommend running a point multiplier tying into the tickets included in the rolling jackpot.
Retailer Partnerships/Event Geo-Fence Player Communications: The lottery has a great relationship with its retailers and has collaborated with them in the past on joint ventures in-store and with their loyalty club promotions. In FY23, there is even more opportunity to expand on those initiatives. KSL has run specific geo-fence player communications in the past, and we would like to carry this forward into FY23. These work by connecting specific locations to a push messaging that is triggered when a player comes within a certain distance from it. The focus of these geo-fence player communications would be to drive traffic to specific retailers during times of promotion as well as encourage players to participate through PlayOn when at specific events.