程阳：吉泰克，让玩彩票成为指尖的快乐

Putting Lottery In Players’ Hands

The mobile and wireless market is one of the fastest growing markets in the world. The direct and constant point-of-sale connection to the consumer is unprecedented, surpassing previous computer/ Internet sales opportunities simply because the point of connection between consumer and product is continually, and literally, in the hands of the consumer.

To leverage growth opportunities generated by this constant consumer contact, lottery products, need to be accessible through the mobile channel. To grow, the lottery has to be where the players are, offering a rewarding experience. Providing the optimal mobile solution that will create value-added services for players while helping lotteries drive incremental revenue for good causes is now a primary goal in every lottery/vendor partnership.

GTECH is responding by offering both mobile Web apps and native apps with value-added features. Apps offer an effective way to distribute lottery products because smartphone users have become predisposed to going to the app store as their first port of call when looking for digital products and experiences. On the other hand, players go to mobile Websites often only when exposed to specific advertising created by gaming operators at a substantial acquisition cost. For this reason, the provision of apps, in addition to a Web presence, best supports distribution, acquisition, brand awareness, and revenue growth.

We are constantly monitoring which consumer devices are getting traction in the market, emphasizing the customer experience by delivering high-end gaming and products. Our mobile strategy is tailored to the player and play location, acknowledging, for example, that smartphones are for single-handed use on the go, and tablets for twohanded comfort in the home.

As a result, we have adopted an Open API-based solution to interactive channels, supporting smartphones, tablets, and smart TVs through our API gateway. Regardless of the device, the user experience is seamless. Our portfolio includes convenience applications such as retailer locators, jackpot alerts, and reading bar code readers. Wagering applications include mobile Web Bingo and Casino clients, Poker, and e-Instants, with Skill games in production. Our games are available as both real money and play for fun, with social gaming scheduled to be released later this year.

GTECH supported the Illinois Lottery in its goal of being the first U.S. lottery to sell tickets using a dedicated smartphone solution. The Illinois Lottery mobile solution went live successfully at the end of February 2013. This is an example of collaboration among GTECH, the lottery, and third parties to support one of the lotteries top priorities.

• Defining the Growth Plan

Recruiting best practice is accomplished through both paid and organic search methods, since data show that smart-device users are easily persuaded to perform searches by ads they see on TV and elsewhere. Television advertising with a call to action has proved to be effective for mobile recruitment because it involves customers ‘going second screen’ during the ad break of the broadcast. It is particularly effective in generating Sports betting activity when ads are shown during a relevant sporting event watched by a prime target audience.

Social media have proved to be the least expensive form of acquisition, with high conversion rates. The best acquisitions utilize a combination of media and applications to hit the widest possible group of potential customers.

• Quality in the User Experience

Ease of use will feed repeat use. A good first-time user experience helps to ensure that the player will use the lottery app again. It is important to unify reward offers across all platforms (Facebook, Website, mobile applications, etc.) in order to maintain messaging. Funneling is also important; certain betting types feed other betting types. For example, Lottery feeds Bingo because both have similar audiences; likewise, Sports betting feeds Casino. CRM should be customized to take advantage of this as well as mobile Website development. The days of all-in-one portals are behind us; today, it is imperative to allow players to easily switch from one application to the next while maintaining an identical gaming environment. In the mobile channel, context is king. Knowing who your customers are, where they are, and what they are doing, and presenting consistent and coherent branding, is absolutely critical to success.