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

2

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

MIX TAPE MAKING 101

4

WHO IS THE INSPIRATION?

• Your best friend
• Any friend
• A crush
• A boy/girl friend
• A sibling
• Your upcoming road trip

THE MUSE

5

MODE OF LISTENING

6

CONSIDERATIONS

• Length: 30, 60, 90, 120
• Brand: Maxwell, TDK,

Memorex, Sony, JVC

• Endless loop
• Legacy tape or recordable

Decisions matter! This is the system on which your masterpiece will be enshrined! THE TAPE

7

CONSIDERATIONS

• Art: tells a story
• Font: reinforces the story & adds

feeling

• 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. THE COVER

8

• Expose listener to songs never heard before

(blow their mind!)

• Mix of songs that remind them of you
• Emotional connection
• Make them dance
• Repeat certain artists or all unique
• Variety of genres
• Flagship song
• Seasonal songs
• Hidden track
• A secret spoken message from you

SONG SELECTION CONSIDERATIONS

9

CONSIDERATIONS

• Explicit language
• Laws, rules, regs
• Public perception
• Legal implications
• How to incorporate

mandated or self imposed regulations into final product WARNING LABELS

THE BASICS

11

THE BASICS

THE WHO, WHEN, WHERE, HOW

WHEN, WHERE, HOW?

• Available 24/7/365
• Any where in NH based on

geolocation

• At work, at home, in the car

(not while driving), during holidays

• Desktop, smart phones,

tablets, etc. THE WHO- AUDIENCE

• 18+
• Any US person- NH

resident or not

• Must have US social

security number

THE TAPE

13

• Challenges:
• Late realization that we were responsible for the

gaming system & ICS

• Purchasing equipment due to year-end deadlines
• 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

THE TAPE- SYSTEM

CHALLENGES & TIPS

14

• Current Status:
• Full time DoIT employee & 24/7
• n call IT coverage
• Re-evaluating traditional &

iLottery systems & firewall to reconfigure to State expectations

• Future:
• Hiring systems analyst to focus

solely on iLottery system- enhancements, releases, bugs

THE TAPE- SYSTEM

CURRENT STATUS & FUTURE

THE COVER

16

• 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

• 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

THE COVER- PORTAL

CHALLENGES & TIPS

17

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

preferences

THE TAPE

CURRENT STATUS & FUTURE

THE COVER

18

THEN

THE COVER

19

NOW

V

THE COVER

20

THEN

THE COVER

21

NOW

THE COVER

22

THEN

23

SELECTION SONG

25

• Challenges:
• Determining the payout
• Determining game mix & launch

schedule

• 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

SONG SELECTION- GAMES

CHALLENGES & TIPS

26

• Current Status:
• Launching one e-Instant a month
• n the last Wednesday
• Measuring game sales and index,

like scratch

• Future:
• Integrate scratch & e-Instant games
• e-Instant RFP to launch for 3rd party

integration

• Create bespoke games
• Hire product coordinator

SONG SELECTION- GAMES

CURRENT STATUS & FUTURE

27

SONG SELECTION

GAMES

WARNING LABELS

29

RESPONSIBLE GAMING POTENTIAL

• Confirm 18+ for demo

games

• Cap on number of e-Instants

per 24 hours

• Session timer
• Increased self-exclusions
• Proactive outreach

CURRENT

• $500 Daily
• $1,500 Weekly
• $3,000 Monthly
• Self-Exclusion
• Mindfulness for annual

goals

RESULTS

31

….OR NEVER UNDERESTIMATE THE POWER OF EXCEEDING ALL KPI’S

Month Target- FTD Actual- FTD % Gap FTD Target- Deposits Actual- Deposits % Gap Deposits Target- NGR Actual- NGR % Gap 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%

32

nhlottery.com

THANK YOU!