Randy Warick, Assistant Marketing Director, Washington’s Lottery, focused on “Friction Points in Your Player’s Journey.” He said the digitally enabled consumer has changed the game. As an example, he cited such innovative companies as Amazon, Uber, Coin and Apple Pay that solve consumers’ problems.
“Lotteries need to identify what these friction points are and work with new technologies to make purchase/play more ‘fun’ along the way,” said Warick.
He said the lottery’s mobile app, Winners’ App, statewide player updates and vending are key. “Smartphone sensors (Geo, camera, accelerometer, touch ID) create new opportunities,” said Warick. “Consumers have high expectations for user experience and they rarely go back once they find a better UX.”