Splashdot is trusted by all Canadian lotteries for digital contests, promotions, loyalty, and player programs and has now set its sights on expansion into the United States and worldwide. Splashdot currently works with all Canadian lotteries and is celebrating its 20th anniversary; being in the industry this long, the company’s experts know how to build a successful program.
“Player programs are about creating and strengthening relationships. Once established, we use these relationships to help lotteries keep players engaged,” Scott McWilliam, VP of Sales and Marketing, Splashdot. “We are confident our experience with some of the world’s most innovative lotteries can greatly advance digital engagement in the U.S. and abroad.”
Twenty years ago, lotteries used player clubs and second-chance programs to extend the play experience and generate databases for email communication. Today, this is still a primary objective for lotteries, either gearing up or waiting for approval to sell online. But for those selling online, these programs have evolved into a primary acquisition engine. For those not yet selling online, such programs play a crucial role in player engagement resulting in a better experience & higher retail sales.
The benefits of player programs in terms of cost of acquisition savings and increasing the lifetime value of players are extensive. Lotteries can promote cross-play, directly communicate with players, personalize player experiences, and aid in companywide marketing KPI’s like increased sales, new game trial, reduce lapsed play, engaging younger demos & more.
As a leader in player engagement and loyalty, Splashdot suggests three easy starting points to consider when launching a new program.
First, a player program must adopt a “Player First” mentality—the player needs should be considered before the lottery’s marketing needs. “If the benefits are not there, the players won’t be either,” explained McWilliam.
Second, the program needs to be simple. Benefits, sign up, ticket entry, and ongoing participation should all be focused on ultimate player simplicity.
Third, lotteries need to a plan to engage consistently. It is vital to allocate the resources needed to keep the program fresh and always engaging. Splashdot has developed a series of tools and mechanisms in its nCentive platform to break the mold of typical earn and redeem models. As Splashdot has learned over the years, successful programs constantly reward players with great experiences and entertainment.
Modern player programs also require lotteries to consider more nuanced issues, from app integration, email integration, and player account simplicity. Splashdot’s nCentive platform is gaming system agnostic and offers maximum flexibility.
A key concept is what role retail will play in the program. “The online crusade can easily dominate corporate attention. It is a mistake to ignore retail in your efforts to grow your digital footprint. Retail and online working together to build omni-channel experiences is the only way to maximize your online portfolio,” said McWilliam. “The retail player base is the best opportunity for generating a return on your digital investment.”