Growing a Mature Category: Data-Led Solutions to Drive Incremental Wins
Tina Wolf, VP of Product Strategy & Growth, Allwyn North America, on behalf of the Illinois Lottery
Tina Wolf, VP of Product Strategy and Growth at Allwyn North America, on behalf of the Illinois Lottery, presented on how the Lottery revitalized its instant ticket category. Facing economic pressures, retail closures, and increased competition, they conducted extensive data analysis to identify and validate strategies across product development, retail optimization, marketing, and digital engagement. By implementing initiatives like optimizing prize structures, adjusting price points, enhancing merchandising, and leveraging digital platforms for player engagement, they reversed the declining sales trend, achieving a 4.9% year-over-year growth in instant ticket sales.