Transcript Consumers: What They Tell Us & What it Means for Our Games Matt Osgood 23rd October 2012

Consumers:
What They Tell Us
& What it Means for Our Games
Matt Osgood
23rd October 2012
Camelot provides players access to lottery products
where, when and how they want, to ensure
category relevance in a networked society
Camelot provides players access to lottery products
where, when and how they want, to ensure
category relevance in a networked society
USA Sales: FY94-12
split by Draw Games and Instants
$70
$60
$50
Sales (Bn)
$40
$30
Camelot provides players access to lottery products
$20
where,
when and how they want, to ensure
category relevance in a networked society
$10
$0
FY94 FY95 FY96 FY97 FY98 FY99 FY00 FY01 FY02 FY03 FY04 FY05 FY06 FY07 FY08 FY09 FY10 FY11 FY12
Scratcher/ Pull Tabs
DBG
Looking at Multi Jurisdictional Per Caps –
massive growth potential for the US
$60
Multi Jurisdictional Games- Sales Per Capita based on latest (FY12)
data
$51.9
$50
$46.0
$44.2
$43.6
$40
$36.7
$30
$27.3
$20
$15.3
$13.6
$10
$0
Lotto 649
*Based on 2011 calendar
LottoMAX
Canada
Oz Lotto
PowerBall
Australia
EuroMillions
Viking Lotto*
Europe
Nordic
Mega Millions
PowerBall
USA
Through driving consumer appeal
regardless of the luck of big jackpots
UK- Total EuroMillions Per Capita Sales
€40
€ 33.7
€35
€30
€25
€ 22.8
€20
€ 16.3
€15
€ 13.5
€ 12.5
€ 9.0
€10
€ 5.4
€5
€0
2005
2006
2007
2008
2009
2010
2011
The Consumer as our Boss
Commercial in Confidence – Camelot Global Services Limited © 2012
The Consumer is Boss
So who are these people?
1 Person = 3 different mind-sets:
Consumer, Shopper, Player
REFLECTIVE:
Consumer
ON MISSION:
IN THE GAME:
Player
Shopper
And how do we avoid this?
So want do Consumers want?
So want do Consumers want?
Consumer ironies about Lottery
Commercial in Confidence – Camelot Global Services Limited © 2012
Consumer ironies about Lottery No.1
People Say/Feel/ Think:
“Jackpots under $50million are not worth
playing for.”
And yet….
Yet given $500k to pay off the mortgage,
they would be over the moon
Consumer ironies about Lottery No.2
People Say/Feel/ Think:
“There’s too many games, now. It’s too
confusing.”
And yet….
They don’t say this about Beer or Gum or
Soda or Insurance
Consumer ironies about Lottery No.3
People Say/Feel/ Think:
“$100 million is too much for one person…
share the wealth - $1million for 100 people”
And yet….
Bigger jackpots are what they really want
and when they play.
Consumer ironies about Lottery No.4
People Say/Feel/ Think:
“I dream of being a Millionaire.”
And yet….
View $5 million not enough / Don’t know
the jackpot that week
Point in time for the Marketeer to step
up to the plate by providing solutions
Camelot’s approach
Commercial in Confidence – Camelot Global Services Limited © 2012
Camelot’s foundation to do this is by being
grounded in our consumers…
…and their motivations to play…
With others
Everyone else was
To be sociable
BEING PART
OF THE CROWD
SOCIAL
INTERACTION
Support charity
To
win
To enjoy the
atmosphere
Share an interest
To compete
To day dream
To have fun
To
experience
Brighten up my day
To avoid
missing out
Relaxation/
“me-time”
Thrill of taking chance
THRILL
MENTAL
ESTIMULATION
Change my life
Improve my lifestyle
CHANGE MY LIFE
Prevent
Boredom
Brain Active
Using my
Skill
On my own
Source: Camelot CCC Survey Nov 2008; Weighted Base: 5465000 motivation scores given UK Gamers Aged 18-79
… and what influences their
expenditure...
…to uncover the truth, beyond the usual responses, to
the things they really think and feel and need.
Case Study:
UK Millionaire Raffle add-on game
Commercial in Confidence – Camelot Global Services Limited © 2012
EuroMillions growing but by 2008 only 38% of
Lotto players had ever played
UK EuroMillions
£700.0
£600.0
£500.0
£400.0
UK EuroMillions
£300.0
£200.0
£100.0
£0.0
2004/5
2005/6
2006/7
2007/8
2008/9
We talked to non-playing Lotto players to
understand what their ‘round ball’ was
UK Case Study: Millionaire Raffle add on game
Players said:
1. You’re the National
Lottery – who’s this Euro
Lottery?
2. No one ever wins in the
UK
3. Jackpots too big for one
person
4. Winning will cut me off
from my friends
5. Don’t want to fund
European Good Causes
UK Case Study: Millionaire Raffle add on game
Players said:
Our understanding led us to offer:
1. You’re the National
Lottery – who’s this Euro
Lottery?
2. No one ever wins in the
UK
3. Jackpots too big for one
person
4. Winning will cut me off
from my friends
5. Don’t want to fund
European Good Causes
1. A Guaranteed UK Millionaire
every draw
2. Integrated Portfolio National
Lottery branding device
3. New 3600 advertising campaign
designed to address fears of
winning and issues around
dream ceiling
4. Periodical Super Raffles
UK Case Study: Millionaire Raffle add on game
UK Case Study: Millionaire Raffle add on game
UK Case Study: Millionaire Raffle add on game
UK Case Study: Millionaire Raffle add on game
3 Year Results:
• Over 420 additional UK Millionaires made by EuroMillions
vs. the 34 in the preceding 5 years
• $1.33 Billion in incremental sales from Millionaire Raffle
• 59% of Lotto players now playing EuroMillions too vs. the 38%
Driving appeal regardless of jackpot
luck in the UK
Launch of UK
Millionaire Raffle
in Nov 2009
THANK YOU
Camelot Global Services Ltd
Matt Osgood – VP Brands and Marketing
E: [email protected]
M: +44 (0) 7968 939 175