“In Canada, we are seeing a big change in the 55 and older demographic and that is good news for the lotteries. Lottery’s demographic is going to double or triple over the next decade. It is quite favorable unlike some other industry sectors,” said BCBC’s Finlayson. “Many companies are going after the affluent consumer but with the increase in inequality more people have less money so for the lotteries maybe a refocus on lower price points would work.”
“My advice to the lotteries would be to get a lot of tests out in the market, things that you can get out quickly,” said Accenture’s Fry. “We find that invariably if we focus a study on concept “A” we end up learning way more about B, C and D than we ever learn about A. The beauty about testing is that you learn more about your customer’s needs than you could have imagined existed. Tests don’t fail. Tests are about learning.”
“It is easy to fall in love with technology but will the consumer love it? The things we might find creepy they don’t and vice versa. You see this all the time in social. The consumer gets in and out of technology very, very quickly so you have to go with them. You have business objectives but none of that works unless you know where the consumer is heading. I think the lottery industry could improve the ease of play. I am a huge sport fan but sports wagering is still a big pain. It is a pain in Las Vegas. It is a pain everywhere. We have to get better at being easy. Why can’t we bring the ease to the lottery?” Tribal DDB’s Yaskowich said.
