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Optimove Pulse. The iGaming Industry Benchmark Tool
From Netflix, sports betting, and online casinos, consumers have countless ways to connect to entertainment at their fingertips. Lotteries can position themselves as a unique and compelling form of entertainment to outshine the competition. This post offers essential strategies for lottery operators to enhance their market position and increase revenue.
Lotteries can secure a larger share of the consumer’s disposable income entertainment wallet by positioning themselves as an affordable, accessible, and rewarding form of entertainment. Lotteries can stand out in a competitive market by offering instant gratification, leveraging technology, targeting relevant audiences, fostering social connections, and incentivizing players.
Unlike many forms of entertainment, which often require significant financial expenses, lotteries offer a low-cost entry point. With just a small deposit, players can experience the thrill of participating in a big event, making it an attractive option for budget-conscious consumers.
Lotteries offer a quick turnaround compared to vacations or even other forms of online gaming, which can take more time and resources. The fast transition from depositing to drawing provides instant excitement and satisfaction, making lotteries more appealing than other forms of entertainment.
Similar to how consumers can shop or stream movies online, lotteries can capitalize on the convenience of online platforms that allow players to participate from anywhere at any time. Mobile apps and websites make it easy for players to buy tickets, check results, and engage with the platform, offering a seamless and accessible entertainment option.
Pro-Tip: Incorporating interactive features, such as games, social sharing, and personalized experiences, can make lotteries even more engaging. This approach mirrors the interactivity of online shopping or social media, keeping players engaged and invested.
Every player is different as each has their own unique preferences and behavioral activity. Lotteries can personalize their communications by segmenting their audiences into precise target groups with similar interests, allowing them to target specific demographics with products that appeal directly to them. For example, younger audiences might be drawn to digital scratch-offs, while older players prefer traditional lottery games.
Lotteries can enhance their appeal by promoting group play, where friends, family, or colleagues can pool their money for a shared chance to win. This collective playing aspect mimics the social nature of dining out or going to a gathering, adding a layer of enjoyment and shared experience.
Also, encouraging players to share their lottery experiences on social media can amplify the fun and excitement, making lottery a topic of conversation and increasing its visibility as a social activity.
Many consumers are drawn to socially responsible brands. Lotteries can create an emotional connection with players by highlighting how lottery proceeds support public projects, NGOs, education, or charitable causes. This sense of contributing to a greater good can make playing the lottery feel more meaningful than other entertainment options.
Here are three different ways to incentivize players to continue playing:
By implementing these seven strategies, lotteries enhance their appeal and position themselves as a great entertainment value where consumers open their wallets just for fun.
To learn more about how lotteries can attract more players and capture a larger share of their spending, contact us to request a demo.
Optimove Pulse. The iGaming Industry Benchmark Tool
Explore Optimove’s iGaming Pulse to instantly benchmark your performance against the rest of the industry.
Jeff Laniado has led iGaming sales for Optimove in the US and Canada for over four years, working with top operators in sports betting, iCasino, DFS, sweepstakes, and lottery.
He is responsible for managing many of the US-focused iLottery partnerships. Jeff has more than a decade of experience in sports, gaming, and promotional marketing strategy and sales.
