THE POWER OF ONE How a unified Instant Team is driving sales and players online AND at retail
BACKGROUND
3 $15.4M in sales $116M in sales $241M in sales Per caps of $6.60 Per caps of $49.70 Per caps of $103.14
Team Mission: • Convert retail instant players into known players • Deliver seamless experience for players across digital and retail channels • Generate cross-play across game types and channels • Align processes and delivery models • Learn from each other 4
WHY INTEGRATION?
Year 9 of annual program 100,000+ members 5% of total population
3 of f top 5 are staple scratch brands
OMNI-CHANNEL EXAMPLES
SUPER CASH BUSTER PROMO • First scratch ticket to embed $1 promo code for alc.ca • $5 scratch ticket • Launched April 3 • Digital instant brand (IWG) applied to scratch ticket • Play style modelled after digital play mechanic
Owned Assets Owned Assets Email Paid Online Awareness Retail
Play Again Owned Assets Deposit Promo Code Register CCC Support How to Video Enquiry Landing Page
40,733 Free Plays redeemed on alc.ca from 5,352 total players: 1,016 generated from new accounts Redemption rate of 19% More than 4,000 existing account Ticket sales +16% above avg. sales holders generated multiple codes of last three $5 EPG games
June 2019 Launch at Retail & ALC.ca
July 2019 Launch at Retail & ALC.ca
RESULTS
Q4 sales up +6% to previous year Avg. weekly sales in Q4 up +17% to earlier part of fiscal
Weekly play levels consistently rising in recent weeks
Other Benefits: • Efficiencies realized through combined marketing investments and buying power • New digital games benefiting from wealth of institutional wisdom • Traditional scratch games benefiting from real-time digital game data • Shared team objectives driving new discoveries • New learning experiences opening up for all team members 2 0
WHAT’S THE POINT?
Channel Based Model Customer Based Model
THANK YOU Merrill Fullerton merrill.fullerton@alc.ca
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