ANALOG TO DIGITAL IN 7 MONTHS A REALIZATION THAT LAUNCHING iLOTTERY - PowerPoint PPT Presentation

ANALOG TO DIGITAL IN 7 MONTHS A REALIZATION THAT LAUNCHING iLOTTERY IS LIKE MAKING AN AWESOME MIX TAPE KJ CLELAND & MAURA MCCANN | MAY 15, 2019

OVERVIEW 1.MIX TAPE MAKING 101 2.THE BASICS 3.THE TAPE 4.THE COVER 5.THE SONGS 6.WARNING LABELS 7.RESULTS 2

MIX TAPE MAKING 101

THE MUSE WHO IS THE INSPIRATION? o Your best friend o Any friend o A crush o A boy/girl friend o A sibling o Your upcoming road trip 4

MODE OF LISTENING 5

THE TAPE CONSIDERATIONS o Length: 30, 60, 90, 120 o Brand: Maxwell, TDK, Memorex, Sony, JVC o Endless loop o Legacy tape or recordable Decisions matter! This is the system on which your masterpiece will be enshrined! 6

THE COVER CONSIDERATIONS o Art: tells a story o Font: reinforces the story & adds feeling o Is the cover hand-drawn & written, with photos, collage or just re-use the basic insert? The cover informs the user what to expect inside- it sets the tone. This is how the user interacts with and understands what they have. 7

SONG SELECTION CONSIDERATIONS o Expose listener to songs never heard before (blow their mind!) o Mix of songs that remind them of you o Emotional connection o Make them dance o Repeat certain artists or all unique o Variety of genres o Flagship song o Seasonal songs o Hidden track o A secret spoken message from you 8

WARNING LABELS CONSIDERATIONS o Explicit language o Laws, rules, regs o Public perception o Legal implications o How to incorporate mandated or self imposed regulations into final product 9

THE BASICS

THE BASICS THE WHO, WHEN, WHERE, HOW THE WHO- AUDIENCE WHEN, WHERE, HOW? o 18+ o Available 24/7/365 o Any US person- NH o Any where in NH based on resident or not geolocation o Must have US social o At work, at home, in the car security number (not while driving), during holidays o Desktop, smart phones, tablets, etc. 11

THE TAPE

THE TAPE- SYSTEM CHALLENGES & TIPS o Challenges: Late realization that we were responsible for the • gaming system & ICS Purchasing equipment due to year-end deadlines • o Tips: Focus on the gaming system as much as the • portal Know what the expectations are before a project • plan is set Involve your IT in every decision • Incorporate purchasing constraints into timelines • 13

THE TAPE- SYSTEM CURRENT STATUS & FUTURE o Current Status: Full time DoIT employee & 24/7 • on call IT coverage Re-evaluating traditional & • iLottery systems & firewall to reconfigure to State expectations o Future: Hiring systems analyst to focus • solely on iLottery system- enhancements, releases, bugs 14

THE COVER

THE COVER- PORTAL CHALLENGES & TIPS o Challenges: Overhaul of website to support e-commerce • Integration of NPi portal widgets • Ensure brand familiarity with players • With increased content, streamline look, feel & navigation • Two marketing aspects- acquisition with one company • and retention with another o Tips: Ensure brand consistency between acquisition & retention • marketing groups Increase agility due to constant data analysis • Have an egoless team who are ready to win the 11 • legged race 16

THE TAPE CURRENT STATUS & FUTURE o Current Status: Frequent meetings with all stakeholders • Lots of planning • Constant evaluation of results and data • Test messaging, CTA’s, offers • o Future: Hire digital marketing coordinator & analyst • Have winner scroll on website • Smart, personalized game mix based on • preferences 17

THE COVER THEN 18

THE COVER NOW V 19

THE COVER THEN 20

THE COVER NOW 21

THE COVER THEN 22

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SONG SELECTION

SONG SELECTION- GAMES CHALLENGES & TIPS o Challenges: Determining the payout • Determining game mix & launch • schedule o Tips: Research what other lotteries do & • what is successful for them (thank you Michigan) Ask lots of questions about payout • and how variances impact player engagement 25

SONG SELECTION- GAMES CURRENT STATUS & FUTURE o Current Status: Launching one e-Instant a month • on the last Wednesday Measuring game sales and index, • like scratch o Future: Integrate scratch & e-Instant games • e-Instant RFP to launch for 3 rd party • integration Create bespoke games • Hire product coordinator • 26

SONG SELECTION GAMES 27

WARNING LABELS

RESPONSIBLE GAMING CURRENT POTENTIAL o $500 Daily o Confirm 18+ for demo games o $1,500 Weekly o Cap on number of e-Instants o $3,000 Monthly per 24 hours o Self-Exclusion o Session timer o Mindfulness for annual o Increased self-exclusions goals o Proactive outreach 29

RESULTS

….OR NEVER UNDERESTIMATE THE POWER OF EXCEEDING ALL KPI’S Month Target- Actual- % Gap FTD Target- Actual- % Gap Target- Actual- % Gap FTD FTD Deposits Deposits Deposits NGR NGR NGR Sept. 2018 2,000 2,845 + 42% $117,663 $244,614 + 108% $68,687 $182,593 + 166% Oct. 2018 2,500 10,737 + 329% $218,258 $950,467 + 335% $141,965 $626,660 + 341% Nov. 2018 1,500 593 - 60% $286,729 $486,511 + 70% $200,545 $346,028 + 73% Dec. 2018 1,100 1,363 + 24% $298,860 $689,708 + 131% $211,595 $493,335 + 133% Jan. 2019 750 869 + 16% $316,539 $739,966 + 134% $225,369 $543,081 + 141% Feb. 2019 2,500 818 - 67% $421,917 $739,343 + 75% $285,832 $518,412 + 81% Mar. 2019 800 3,465 + 333% $437,821 $1,226,328 + 180% $312,152 $812,845 + 160% Apr. 2019 800 670 - 16% $448,892 $935,343 + 108% $317,496 $654,233 + 106% 31

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THANK YOU! nhlottery.com