What They Tell Us amp What it Means for Our Games Matt Osgood 23 rd October 2012 Camelot provides players access to lottery products where when and how they want to ensure category relevance in a networked society ID: 233119
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Slide1
Consumers: What They Tell Us & What it Means for Our Games
Matt Osgood
23
rd
October 2012Slide2
Camelot provides players access to lottery products where, when and how they want, to ensure category relevance in a networked societySlide3Slide4
Camelot provides players access to lottery products where, when and how they want, to ensure category relevance in a networked societySlide5
Camelot provides players access to lottery products where, when and how they want, to ensure category relevance in a networked society
USA
Sales: FY94-12
split
by Draw Games and InstantsSlide6
Looking at Multi
Jurisdictional
Per Caps –
massive growth potential for the US Slide7
Through driving consumer appeal regardless of the luck of big jackpotsSlide8
The Consumer as our BossSlide9
The Consumer is BossSlide10
So who are these people?Slide11
1 Person
=
3
different mind-sets:
Consumer
,
Shopper
,
Player
Reflective
:
On Mission
:
In the game
:Slide12
And how do we avoid this?Slide13
So want do Consumers want?Slide14
So want do Consumers want?Slide15
Consumer ironies about LotterySlide16
Consumer ironies about Lottery No.1
People Say/Feel/ Think:
“Jackpots under $50million are not worth playing for.”
And yet….
Yet given $500k to pay off the mortgage, they would be over the moonSlide17
Consumer ironies about Lottery No.2
People Say/Feel/ Think:
“There’s too many games, now. It’s too confusing.”
And yet….
They don’t say this about Beer or Gum or Soda or InsuranceSlide18
Consumer ironies about Lottery No.3
People Say/Feel/ Think:
“
$100
million is too much for one person… share the
wealth - $1million
for
100 people”
And yet….
Bigger jackpots are what they really want and when they play.Slide19
Consumer ironies about Lottery No.4
People Say/Feel/ Think:
“
I dream of being a Millionaire.”
And yet….
View $5 million not enough / Don’t know the jackpot that weekSlide20
Point in time for the
Marketeer
to step up to the plate by providing solutionsSlide21
Camelot’s approachSlide22
Camelot’s foundation to do this is by being grounded in our consumers…Slide23
Source: Camelot CCC Survey Nov 2008; Weighted Base: 5465000 motivation scores given UK Gamers Aged 18-79
…and their motivations to play…
Brain Active
Prevent
Boredom
Relaxation/
“me-time”
Using my
Skill
On my own
With others
To
win
To
experience
To be sociable
Share an interest
To compete
To have fun
To enjoy the
atmosphere
SOCIAL
INTERACTION
MENTAL
ESTIMULATION
Brighten up my day
Improve my lifestyle
Change my life
To day dream
Everyone else was
Support charity
BEING PART
OF THE CROWD
CHANGE MY LIFE
THRILL
To avoid
m
issing out
Thrill of taking chanceSlide24
… and what influences their expenditure...Slide25
…to uncover the truth, beyond the usual responses, to the things they really think and feel and need.Slide26
Case Study: UK Millionaire Raffle add-on gameSlide27
EuroMillions growing but by 2008 only 38% of Lotto players had ever playedSlide28
We talked to non-playing Lotto players to understand what their ‘round ball’ wasSlide29
Players said:
You’re the National Lottery – who’s this Euro Lottery?
No one ever wins in the UK
Jackpots too big for one person
Winning will cut me off from my friends
Don’t want to fund European Good Causes
UK Case Study: Millionaire Raffle add on gameSlide30
Players said:
You’re the National Lottery – who’s this Euro Lottery?
No one ever wins in the UK
Jackpots too big for one person
Winning will cut me off from my friends
Don’t want to fund European Good Causes
Our
understanding led us to offer:
A
G
uaranteed UK Millionaire every draw
Integrated Portfolio National Lottery branding device
New 360
0
advertising campaign designed to address fears of winning and issues around dream ceiling
Periodical Super Raffles
UK Case Study: Millionaire Raffle add on gameSlide31
UK Case Study: Millionaire Raffle add on gameSlide32
UK Case Study: Millionaire Raffle add on gameSlide33
UK Case Study: Millionaire Raffle add on gameSlide34Slide35
3 Year Results: Over 420 additional UK Millionaires made by EuroMillions
vs. the 34 in the preceding 5 years
$1.33 Billion in incremental sales from Millionaire Raffle
59% of Lotto players now playing
EuroMillions
too vs. the 38%
UK Case Study: Millionaire Raffle add on gameSlide36
Driving appeal regardless of jackpot luck in the UK
Launch of UK Millionaire Raffle
in Nov 2009Slide37
THANK YOU
Camelot Global Services Ltd
Matt Osgood – VP Brands and Marketing
E:
matt.osgood@Camelotglobal.com
M:
+44 (0) 7968 939 175