程阳：欧洲彩票，如何把玩家当成上帝？

 THE PLAYER IS KING

In this edition we will tackle a topic  that is at the core of our trade: THE  PLAYER, the main stakeholder in the  economic philosophy of all lotteries.  In order to best satisfy their customer’s  needs and secure their loyalty, the  lotteries continuously carry out studies,  organise forums or respond to customer  requirements and needs through  customer service.

Regularly launching new games  is  obviously a necessary step for the  lotteries – in order to “appeal” to their  players and maintain their interest in  the brand. It is nevertheless essential to  have thorough knowledge of their needs.  In order to do so, a constant dialogue  is established by the lotteries, either  by means of Internet, brochures or  electronic messaging. The usage of the  most modern means such as Facebook  and Twitter ensures proximity with the  new generation of adult players.

Some lotteries have introduced loyalty  cards allowing them to regularly assess  the satisfaction level of their players  and to communicate with them  instantaneously.

The players are of course able to  recognize reliable lotteries monitored  by the state. Not only are the security  levels extremely high, but also these  organisations would not be able  to operate without having set up  significant responsible gaming policies.  In their communications to the players,  the lotteries keep them informed about  allocations made, directly or indirectly,  to various charitable organisations.

By nature, the lotteries receive state  licences provided that the collected  sums are used to finance good causes,  after deducting the earnings from  players and covering their costs.  This topic has been well received by  our Members who have answered  our questionnaire extensively. Their  comments are presented either in the  introduction or in separate articles that  give a look at the different strategies set  up by lotteries.

In addition, we are currently working on  the second semester of 2010 with a busy  activity programme:

– Responsible Gaming Seminar in  Stockholm from 29 September to 1  October. During this meeting you  will be given all necessary tools to  complete your Certification (see text  regarding the presentation of the  Certificates in this magazine).

– EL Management in Lausanne from  13 to 15 October. New managers  and executives regularly join the  lottery world and it is important that  they be up to date on best practices  in the gaming sector and that they  familiarize themselves with answers  given by their colleagues facing the  same challenges.

– Legal Seminar on 17 November  in Brussels during which the  Members will receive the latest legal  information from the European  Community.

– Internet Seminar in Rome from 22  to 24 November jointly organised  with WLA. Online markets have  changed during the past months  and new models have emerged.  During this seminar different points  of view will be presented in order to  better familiarise our Members with  the challenges in this continuously  changing sector.

In view of its next meeting on  14 September, the Executive Committee  will receive propositions for the 2011  activities which will thereafter be  available on our website. Please see our  website: www.european-lotteries.org to  find out more.

  PLAYERS’ SATISFACTION: KEY LOTTERY PERFORMANCE INDICATOR

  We all have needs – personal and professional, and if these needs are not recognized or appreciated, our behaviour will change and any relationship around us might be greatly impacted. Successful businesses have long decided that listening to their customers and knowing how to answer their needs will give them an edge on competition, allow them to grow and create value for both groups. More than ever, due to the advances of the digital and mobile technology, the Lottery industry faces harsh competition. Borders are falling thanks to the Internet, new legitimized game operators are allowed to compete against state-sponsored organizations, and players can access games anywhere, anytime.

  Lotteries must become the best in their field in order to remain attractive. To do so, they have to constantly upgrade their products and services, and rethink their management tools. And most of all, they must care about their relationship with players. Games marketers, operators and websites – more or less honest – solicit regularly lottery players, and it can be a daunting task for the consumer to verify the legitimacy of these offers and an up-hill battle to resist the captivating messages. This is where Lotteries can perform best: Players want to be appreciated, consulted and most of all informed. As a legitimate organization whose mission is to collect funds for good causes and the community, a Lottery can easily have the upper hand on convincing players of their honest, transparent and secure game offers. Reaching for consumers on all communication channels, they can create a collaborative environment between them and their players: The Lottery listens and innovates according to the information gained from players and the players are satisfied and respond by becoming loyal customers.

  Establishing a perfect formula to know players’ preferences and anticipate changing behaviours is impossible. Communication must be multidirectional in order to be most effective because what motivates a player one day might change the next day. Therefore, the inter-action between Lottery staff, retailers and players is key to success, and an open communication framework helps each group to better communicate. The other approach is to constantly monitor consumer’s behaviour through market research, studies, regular information exchange and the use of all communication channels.

  Eesti Loto in Estonia has known that fact for a while and to answer the ever shifting behaviour of players, they already provide games on mobile devices and are getting ready to launch a new website as well as gaming opportunities on smart-phones. They are also looking at the popular social networking sites to communicate their message of safe and entertaining games. Israel Sports Betting Board in Israel combines physical and informational access to spur a greater flow of information. Their POS have been entirely redesigned to present a modern, dynamic and friendly environment where players can be entertained, while being made aware of the organization’s mission and ethics commitment.

  Customer relation strategy is an essential tool for a lottery’s performance and most organizations base their business operations and new product development on in-depth customer understanding.

  Veikkaus Oy in Finland has been using this approach for years, knowing that their success depends on meeting or surpassing players’ expectations. They keep in touch with customers any way they can: Internet, social media networks, SMS, e-mails as well as promotional and information brochures offered at POS. They have designed a Customer Loyalty Programme as part of a variety of tangible benefits presented to players, which can give them access to VIP trips to sporting events, concert tickets or free admission to museums for example. Direct feedback from players is the perfect guideline to rethink a new game or develop activities that will enhance customers’ gaming experience in the future. At National Lottery Ireland, the regular tracking of player’s behaviour, new trends, spending patterns as well as non-player attitudes towards the National Lottery is a necessary step not only to improve communication with customers but also the quality of the Lottery products and services. As with other lotteries, National Lottery Ireland also considers its staff and retailers’ comments before launching new games.

  To achieve the best communication, quality service is in the forefront. In Hungary, Szerencsejáték Zrt. Lottery makes sure that the flow of information is fast and precise. Any complaint is answered quickly and accurately. General information and play availability is made possible through a palette of access tools: Internet, SMS, Call Centres, E-players’ cards in addition to regular POS. All Lotteries are committed to responsible gaming and have put in place many services to help their players. In Hungary, Szerencsejáték Zrt. Lottery has a direct relationship with the Medical Strategic Research Centre where players can access information on game dependency and help lines. The one goal that all Lotteries strive to achieve is to retain a players loyalty. This is why Lotteries must have a fully transparent operation and constantly explain the social aim of their profits and their commitment to a safe and responsible game experience. Loteria de Catalunya in Spain has set up all its communication tools to add value to its products and its brand and keep players coming back. Every partner is involved: Retailers, staff and players to make sure that playing remains a safe and entertaining practice.

  In this issue, Lotteries describe the many different information channels they use to open up to players. By engaging customers to communicate and participate in the development of new products, Lotteries can present more satisfying games and services. The equation is simple: A better understanding of their players’ needs equals a broader reach of players, a more cohesive relationship between the two groups and in the end better security for players and strong market advantage for lotteries. A good and regular communication transforms a traditional business into a more cooperative framework - a winning solution for all.