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

Consumers: What They Tell Us & 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.

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

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

  2. Camelot provides players access to lottery products where, when and how they want, to ensure categoryrelevance in a networked society

  3. Camelot provides players access to lottery products where, when and how they want, to ensure categoryrelevance in a networked society

  4. USA Sales: FY94-12 split by Draw Games and Instants Camelot provides players access to lottery products where, when and how they want, to ensure categoryrelevance in a networked society

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

  6. Through driving consumer appeal regardless of the luck of big jackpots

  7. The Consumer as our Boss

  8. The Consumer is Boss

  9. So who are these people?

  10. 1 Person = 3 different mind-sets: Consumer, Shopper, Player Reflective: On Mission: In the game:

  11. And how do we avoid this?

  12. So want do Consumers want?

  13. So want do Consumers want?

  14. Consumer ironies about Lottery

  15. 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

  16. 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 Insurance

  17. 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.

  18. 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 week

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

  20. Camelot’s approach

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

  22. …and their motivations to play… With others Everyone else was To be sociable BEING PART OF THE CROWD SOCIAL INTERACTION Support charity To enjoy the atmosphere Share an interest To compete To day dream To win To have fun To experience Brighten up my day Relaxation/ “me-time” To avoid missing out Thrill of taking chance MENTAL ESTIMULATION THRILL Change my life Prevent Boredom Brain Active Improve my lifestyle Using my Skill CHANGE MY LIFE On my own Source: Camelot CCC Survey Nov 2008; Weighted Base: 5465000 motivation scores given UK Gamers Aged 18-79

  23. … and what influences their expenditure...

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

  25. Case Study: UK Millionaire Raffle add-on game

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

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

  28. UK Case Study: Millionaire Raffle add on game • 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

  29. UK Case Study: Millionaire Raffle add on game • Our understanding led us to offer: • A Guaranteed UK Millionaire every draw • Integrated Portfolio National Lottery branding device • New 3600 advertising campaign designed to address fears of winning and issues around dream ceiling • Periodical Super Raffles • 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

  30. UK Case Study: Millionaire Raffle add on game

  31. UK Case Study: Millionaire Raffle add on game

  32. UK Case Study: Millionaire Raffle add on game

  33. 3 Year Results: UK Case Study: Millionaire Raffle add on game • Over 420 additional UK Millionaires made by EuroMillionsvs. 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%

  34. Driving appeal regardless of jackpot luck in the UK Launch of UK Millionaire Raffle in Nov 2009

  35. THANK YOU • Camelot Global Services Ltd • Matt Osgood – VP Brands and Marketing • E:   matt.osgood@Camelotglobal.com • M: +44 (0) 7968 939 175

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