Scientific Games presented “Tech Trends to Drive Engagement.” Amy Hill, Scientific Games’ VP, Digital Content Studio, focused on today’s tech-savvy customers, who demand engagement, convenience, local and personal.
“The technologies I talk about are happening now—the future of retail,” said Hill. “We make decisions faster and with less patience than ever. They want it now on their mobile device.”
Hill said lotteries require immediacy in locations, product categories and brands: “We need to enable retailers to take advantage of this trend. The consumer wants immediate relevance, availability and transparency. Consumers want to order in advance and pick up.”
Hill covered five areas to meet consumer needs. Gamification (#1) for lottery enhances engagements. She cited example of bonus games, skill-with-reveal, social integration, leaderboards and loyalty bonuses.
Mobile and loyalty (#2) will attract Next Gen for lottery through engagement and personalization. Hill said this should include mobile wallet and digital rewards.
Cashless for lottery (#3) is essential, because convenience matters. CRM and marketing automation (#4) for lottery makes it all personal. “Act on predictive analytics paired with customer profiles and segments to deliver real-time information, special offers and rewards,” said Hill.
Finally, Scientific Games’ INFUSE™ (#5) is a BI solution enabling a 360-degree view of the lottery business with a powerful suite of analytics.
