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

analog to digital in 7 months
SMART_READER_LITE
LIVE PREVIEW

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


slide-1
SLIDE 1

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

slide-2
SLIDE 2

2

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

slide-3
SLIDE 3

MIX TAPE MAKING 101

slide-4
SLIDE 4

4

WHO IS THE INSPIRATION?

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

THE MUSE

slide-5
SLIDE 5

5

MODE OF LISTENING

slide-6
SLIDE 6

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

slide-7
SLIDE 7

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

slide-8
SLIDE 8

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

slide-9
SLIDE 9

9

CONSIDERATIONS

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

mandated or self imposed regulations into final product WARNING LABELS

slide-10
SLIDE 10

THE BASICS

slide-11
SLIDE 11

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

slide-12
SLIDE 12

THE TAPE

slide-13
SLIDE 13

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

slide-14
SLIDE 14

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

slide-15
SLIDE 15

THE COVER

slide-16
SLIDE 16

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

slide-17
SLIDE 17

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

slide-18
SLIDE 18

THE COVER

18

THEN

slide-19
SLIDE 19

THE COVER

19

NOW

V

slide-20
SLIDE 20

THE COVER

20

THEN

slide-21
SLIDE 21

THE COVER

21

NOW

slide-22
SLIDE 22

THE COVER

22

THEN

slide-23
SLIDE 23

23

slide-24
SLIDE 24

SELECTION SONG

slide-25
SLIDE 25

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

slide-26
SLIDE 26

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

slide-27
SLIDE 27

27

SONG SELECTION

GAMES

slide-28
SLIDE 28

WARNING LABELS

slide-29
SLIDE 29

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

slide-30
SLIDE 30

RESULTS

slide-31
SLIDE 31

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%

slide-32
SLIDE 32

32

slide-33
SLIDE 33

nhlottery.com

THANK YOU!