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THE POWER OF ONE
How a unified Instant Team is driving sales and players online AND at retail
THE POWER OF ONE How a unified Instant Team is driving sales and - - PowerPoint PPT Presentation
THE POWER OF ONE How a unified Instant Team is driving sales and - - PowerPoint PPT Presentation
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
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$241M in sales Per caps of $103.14 $15.4M in sales Per caps of $6.60 $116M in sales Per caps of $49.70
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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
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WHY INTEGRATION?
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Year 9 of annual program 100,000+ members 5% of total population
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3 of f top 5 are staple scratch brands
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OMNI-CHANNEL EXAMPLES
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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
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Awareness
Retail Paid Online Email Owned Assets Owned Assets
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Enquiry
Landing Page How to Video CCC Support Promo Code
Register Deposit
Owned Assets
Play Again
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1,016 generated from new accounts More than 4,000 existing account holders generated multiple codes Redemption rate of 19% Ticket sales +16% above avg. sales
- f last three $5 EPG games
40,733 Free Plays redeemed on alc.ca from 5,352 total players:
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June 2019 Launch at Retail & ALC.ca
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July 2019 Launch at Retail & ALC.ca
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RESULTS
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- Avg. weekly sales in Q4 up +17% to earlier part of fiscal
Q4 sales up +6% to previous year
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Weekly play levels consistently rising in recent weeks
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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
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WHAT’S THE POINT?
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Channel Based Model Customer Based Model
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THANK YOU
Merrill Fullerton merrill.fullerton@alc.ca