Co-presenters Juliette Link, Senior Specialist at BCLC, and Juliann Ng, SVP at element54, presented “Market Landscape, Innovation Leads & Avenues: Bringing Segmentation to Life.”
In early 2018, the ILC Innovation Network, in partnership with element54, wrapped up a research project focused on exposing customers’ non-traditional lottery needs. The research identified and prioritized five distinct customer segments —Social Gamers, Effortless Solos, Mobile Escapees, Dollar Driven Dominators, and Play with Purpose—based on their gambling, gaming and other entertainment behavior. Their presentation reviewed the customer segments and shared how different lottery jurisdictions have used this research.
To further validate and refine the concepts, the team is taking further steps to test with customers: Casino Your Way, TeamBet and PPL.