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Recalibrating the Traditional Product Mix

The theme for La Fleur’s 2013 Lottery Symposium is “Recalibrating the Traditional Product Mix”. What can traditional lotteries do now to grow their sales if they can’t sell online?

Thanks to a laser focus on the multi-jurisdictional lotto category, U.S. lotteries are reaping the sales benefits from “Bigger-Better-More” jackpots. Learn how the lotteries are devising a marketing strategy calibrated to keep these multistate games top-of-mind for players. Hear what’s ahead in 2013 for the premium game, Powerball and Mega Millions. Powerball “powers up” as America’s National Jackpot Game with the addition of the California Lottery launching sales in spring 2013.

On the online horizon, find out what U.S. lotteries are moving forward to sell products on the Internet. Whether issuing RFPs, launching subscription sales or expanding the online portfolio of products, the U.S. lottery industry is actively pursuing a multi-channel approach for selling lottery tickets while keeping their bricks & mortar retailers happy.

But there are potential threats on the horizon. While the Kyl/Reid bill (Internet Gambling Prohibition, Poker Consumer Protection and Strengthening UIGEA Act of 2012) was pulled late in the session, it is fully expected that new legislation will be introduced in 2013. This promises to be a topic of strenuous debate by U.S. lottery directors on a not-to-be-missed panel.

Marketing case studies will highlight how lotteries are recalibrating their draw and instant game portfolios to meet consumers’ changing tastes. In calendar 2012, U.S. lotteries’ sales grew at a 9%+ pace. From new hybrid lotto/numbers game launches to high tech “smart” instant games, the focus will be geo-specific for players’ gaming entertainment. Seasoned lottery marketers will present case studies on their marketing initiatives, including designing social media campaigns to provide digital integration across platforms and implementing mobile campaigns to drive engagement with tech-savvy 20-somethings. The Return on Investment (ROI) for lottery sponsorships and promotions will also be scrutinized.

On the retail front, alternative channels for lottery retailing as well as managing and promoting a lottery store in a transportation outlet will be spotlighted. The trend of quasi-privatization of North American lotteries will also be appraised.

We would like to thank the following: D.C. Lottery (co-host of the symposium as well as our Dual Program Sponsor (GTECH Corporation) and our Program Sponsors (INTRALOT, Inc., NeoGames, Pollard Banknote and Scientific Games).