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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
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?
So want do Consumers want?
Commercial in Confidence – Camelot Global Services Limited © 2012
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
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
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.
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
Point in time for the Marketeer to step up to the plate by providing solutions
Commercial in Confidence – Camelot Global Services Limited © 2012
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.
Commercial in Confidence – Camelot Global Services Limited © 2012
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
UK Case Study: Millionaire Raffle add on game
UK Case Study: Millionaire Raffle add on game
UK Case Study: Millionaire Raffle add on game
UK Case Study: Millionaire Raffle add on game
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 game
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: matt.osgood@Camelotglobal.comM: +44 (0) 7968 939 175
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