For years, lotteries have wanted the means to analyze each lottery player’s interactions in order to intelligently and responsibly enhance player engagement. Now that long-awaited day is here. At the recent World Lottery Summit (WLS), IGT debuted its OMNIA™ Connected Play solution that digitizes the retail player journey and provides player-level retail data to lotteries. Also featured at WLS were live demonstrations of the powerful capabilities of IGT’s Player Data Platform. The future of lottery is here with the capability to capture all player interactions across retail and digital, and the power to responsibly analyze and leverage that data to enhance player relationships.
IGT’s Player Data Platform, an industry first, is an enterprise-wide, cloud-based, data-analytics platform built by IGT experts specifically for the lottery industry. With its artificial intelligence (AI) and machine learning models, the platform empowers lotteries to utilize a data-driven decision-making process that saves time and staffing costs, improves processes, and maximizes marketing budgets to responsibly increase player acquisition, retention, and sales. The platform can import data from a multitude of data sources, including:
- Player Account Management (PAM) platform
- Retail systems
- Remote Game Server (RGS)
- CRM solutions
- Web analytics
The platform eliminates siloed data to provide a full, 360-degree view of player interactions and transactions.
IGT’s Player Data Platform includes dashboards that visually present trends such as revenue forecasts, player behavior, and game performance, as well as sophisticated models that predict the likelihood to churn, player lifetime value, purchase behavior, marketing campaign performance, and game recommendations. IGT’s data scientists, machine learning engineers, and analysts used lottery industry knowledge and data to design the reports and models, differentiating them from other solutions on the market.
“It was truly a lightbulb moment for many as I demonstrated the AI and machine learning models to WLS booth visitors,” said Alan Mackey, IGT Senior Director Advanced Analytics and AI. “People understand that big tech companies like Amazon and Apple successfully utilize AI to improve their business and customer experience. At WLS, we showed customers how the same technologies can be applied to the lottery industry. They saw the value in how the platform deepens the understanding of all players across retail and digital, and significantly improves decision-making and marketing capabilities to optimize player relationships and marketing investment.”
The Player Data Platform also gives IGT’s Marketing Services team a compelling edge in supporting lottery customers by providing new insights on growth opportunities via predictive models and algorithms. At WLS, Karri Paavilainen, Senior Director Marketing Services, demonstrated how lotteries can use these models and data to market more intelligently and leverage the ability to send relevant, personalized messages.
“The application of the data is endless,” said Paavilainen. “We now know the correct bonus amount to offer a player to maximize ROI on the marketing budget, the optimal day and time to send that offer, and which games to promote based on that player’s likelihood to play those games. The platform removes the guesswork and allows lotteries to engage players responsibly and profitably. IGT has started to roll-out predictive model-based campaigns across its marketing-services customers, and we look forward to the day when we can personalize every player interaction.”
To learn more about IGT’s Player Data Platform and Marketing Services, please contact your Account Manager.