NeoPollard Interactive presented “The Way Forward.” Jennifer Westbury, EVP, Sales & Customer Development for NeoPollard Interactive, presented five lottery case examples.
“The challenge is to create a solution that works with the regulatory and omnichannel we are in. Michigan’s iLottery generated $38 million. Instant lottery has grown 55% while GDP has grown at just 37%. During this decade the player base has remained constant. That is not sustainable.”
In Michigan, iLottery represents 13% of sales (8%-keno, 11% instant respectively.)
“There is a lot of competition for the player’s attention,” asserted Westbury. “Do what you can with where you are when you can. We have great brands and high traffic websites. We can put that together.”
Even if a lottery cannot sell on the internet, other options exist (game apps, loyalty programs, 2nd chance websites and utility apps). “We have developed Space Between™ Apps,” said Westbury.
She then cited a program run in Switzerland. Loterie Suisse Romande has developed a POP game, which a player buys at retail and loads up on mobile. A player takes the winning code and ticket to retail for cash. “It plays like Candy Crush. It is anonymous and digital,” said Westbury.
She also cited three other examples. Pollard’s Playon® loyalty program has been implemented for the Kansas Lottery. The Virginia Lottery is using its subscription program. “We have eSubs in Virginia which allows eWallet purchases. In Vermont, we worked with the lottery on enhancing their second-chance entry,” said Westbury.
Content is critical. “Licensed interactive games rise 22% when we present them digitally than without the digital,” explained Westbury.