Consumers: What They Tell Us & What it Means for Our Games Matt Osgood 23 rd October 2012.

Consumers: What They Tell Us & What it Means for Our Games

Matt Osgood

23rd October 2012

Camelot provides players access to lottery products where, when and how they want, to ensure category relevance in a networked society

Camelot provides players access to lottery products where, when and how they want, to ensure category relevance in a networked society

FY94 FY95 FY96 FY97 FY98 FY99 FY00 FY01 FY02 FY03 FY04 FY05 FY06 FY07 FY08 FY09 FY10 FY11 FY12$0

$10

$20

$30

$40

$50

$60

$70

Total Scratcher/ Pull Tabs

Sale

s (

Bn)

USA Sales: FY94-12split by Draw Games and Instants

Lotto 649 LottoMAX Oz Lotto PowerBall EuroMillions Viking Lotto* Mega Millions PowerBallCanada Australia Europe Nordic USA

$0

$10

$20

$30

$40

$50

$60

$43.6

$51.9

$44.2

$36.7

$46.0

$27.3

$13.6$15.3

Multi Jurisdictional Games- Sales Per Capita based on latest (FY12) data

*Based on 2011 calendar

Looking at Multi Jurisdictional Per Caps – massive growth potential for the US

Through driving consumer appeal regardless of the luck of big jackpots

2005 2006 2007 2008 2009 2010 2011€0

€5

€10

€15

€20

€25

€30

€35

€40

€ 5.4

€ 12.5

€ 9.0

€ 13.5€ 16.3

€ 22.8

€ 33.7

UK- Total EuroMillions Per Capita Sales

Commercial in Confidence – Camelot Global Services Limited © 2012

The Consumer as our Boss

The Consumer is Boss

So who are these people?

1 Person = 3 different mind-sets: Consumer, Shopper, Player

Consumer

ShopperPlayer

REFLECTIVE:

ON MISSION:

IN THE GAME:

And how do we avoid this?

So want do Consumers want?


Consumer ironies about Lottery

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 moon



“There’s too many games, now. It’s too confusing.”

And yet….They don’t say this about Beer or Gum or Soda or Insurance



“$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.



“I dream of being a Millionaire.”

And yet….

View $5 million not enough / Don’t know the jackpot that week

Point in time for the Marketeer to step up to the plate by providing solutions


Camelot’s approach

Camelot’s foundation to do this is by being grounded in our consumers…

Source: Camelot CCC Survey Nov 2008; Weighted Base: 5465000 motivation scores given UK Gamers Aged 18-79

…and their motivations to play…

Brain Active

PreventBoredom

Relaxation/“me-time”

Using mySkill

On my own

With others

Towin

Toexperience

To be sociable

Share an interest

To compete

To have fun

To enjoy theatmosphere

SOCIALINTERACTION

MENTALESTIMULATION

Brighten up my day

Improve my lifestyle

Change my life

To day dream

Everyone else was

Support charity

BEING PARTOF THE CROWD

CHANGE MY LIFE

THRILL

To avoidmissing out

Thrill of taking chance

… and what influences their expenditure...

…to uncover the truth, beyond the usual responses, to the things they really think and feel and need.


Case Study: UK Millionaire Raffle add-on game

EuroMillions growing but by 2008 only 38% of Lotto players had ever played

2004/5 2005/6 2006/7 2007/8 2008/9£0.0

£100.0

£200.0

£300.0

£400.0

£500.0

£600.0

£700.0

UK EuroMillions

UK EuroMillions

We talked to non-playing Lotto players to understand what their ‘round ball’ was

Players said:

1. You’re the National Lottery – who’s this Euro Lottery?

2. No one ever wins in the UK

3. Jackpots too big for one person

4. Winning will cut me off from my friends

5. Don’t want to fund European Good Causes

UK Case Study: Millionaire Raffle add on game

Players said:

1. You’re the National Lottery – who’s this Euro Lottery?

2. No one ever wins in the UK

3. Jackpots too big for one person

4. Winning will cut me off from my friends

5. Don’t want to fund European Good Causes

Our understanding led us to offer:

1. A Guaranteed UK Millionaire every draw

2. Integrated Portfolio National Lottery branding device

3. New 3600 advertising campaign designed to address fears of winning and issues around dream ceiling

4. Periodical Super Raffles


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%


Driving appeal regardless of jackpot luck in the UK

Launch of UK Millionaire Rafflein Nov 2009

THANK YOU

Camelot Global Services Ltd

Matt Osgood – VP Brands and MarketingE: [email protected]: +44 (0) 7968 939 175

mailto:[email protected]

Consumers: What They Tell Us & What it Means for Our Games Matt Osgood 23 rd October 2012.

Documents

Transcript of Consumers: What They Tell Us & What it Means for Our Games Matt Osgood 23 rd October 2012.