In his La Fleur’s Magazine interview about FY23 developments, Barry Pack, Executive Director of the Oregon Lottery, talked about player engagement, back office, and account play.
“We’re focusing on relevancy and sustainability to get more people playing responsibly. That includes modernizing Video Lottery equipment, while working to optimize the business model for the long-term. Back office systems continue their transition to cloud-based platforms. In addition, we will continue taking steps towards ‘known play’ or ‘account-based play’,” said Pack.
The Oregon Lottery is focusing on understanding the demographic make-up of its retailer base to provide better services, support, and communications. “Recognizing that our customer’s buying experience happens primarily at retail, we will continue to leverage the business relationship to better the customer experience, providing the tools, trainings and resources needed by our retailers to provide the high quality experience we envision for our customers,” said Pack.
Finally, the Oregon Lottery continues to focus on a digital first marketing engagement strategy with its players. “Getting back to branding that directly ties Oregon Lottery game play to beneficiaries without nods to shutdowns and pandemics will get some focus this year. We continue to utilize player and user behavioral data provided by our mobile app and website to enhance and improve our owned digital communication and engagement channels. Our focus is to provide the information our customers want in the way they want to consume it…ease and convenience are key goals in supporting our players. For instance, we are looking at introducing user-specific digital promotional offers and adding a second chance feature to our draw games as a way to grow our digital audience, segment and improve player engagement,” ended Pack.