Transcript Arkansas Scholarship Lottery Player Rewards Programs David Barden ASL Vice President of Gaming.

Arkansas Scholarship Lottery
Player Rewards Programs
David Barden
ASL Vice President of Gaming
Overview
The Arkansas Scholarship Lottery (ASL) launched
an innovative, multi-faceted marketing
program that offers additional opportunities
for players to win cash as well as the chance to
earn points that can be redeemed for prizes.
Rewards Programs
• Customers are familiar with rewards programs.
• Ex. Banks, Airlines, Hotels, and Grocery Stores.
• Some objectives of rewards programs:
- Retain existing customers.
- Reward most valuable customers.
- Acquire new customers.
- Establish customer relationship.
- Understand purchase behavior.
- Improve marketing efficiency.
- Build sales.
Rewards Program Participation is Soaring
Estimated Total Memberships (Millions)
1,700
+35%
1,200
700
1,807
+38%
973
1,341
200
2000
Source: Colloquy Industry Survey
2006
2008
Websites vs. Players’ Clubs vs. Rewards Programs
Players’
Club
Rewards
Program
No Commitment
Minimal Commitment
(Opt-In)
More Commitment
(Enter Tickets)
Casual Inquiries and
General Information
Better Information,
Entertainment, and
Interaction
Website
Tangible Benefits
Rewards Programs
With robust rewards offerings available in the
marketplace already and a growing emphasis
on online interactivity, player rewards
programs are a natural progression for the
lottery industry.
ASL Opportunities
1. Build a strong relationship with players from
launch.
2. Maintain player interest.
3. Reward players for playing our games.
4. Provide added value for instant games.
5. Maintain top prize availability throughout the life
of an instant game.
6. Create a dynamic and engaging web presence.
7. Communicate directly with players through email.
Program Introduction
• ASL online player services fall under the
umbrella players’ club named The Club.
• Instant vendor Scientific Games administers
the player services, website, and drawings.
Program Introduction
• Player registration began with the lottery
startup on September 28, 2009.
• Players register for a free account with their
email address, contact information, and
password.
The Club
Players’ Club benefits include:
• Lottery email updates.
• Website with lottery news and events.
• Player polls.
• Access to Play It Again™ and Points for
Prizes™ services.
ASL Website
The Club Log In Page
Play It Again™
• One top prize amount is awarded through a
second-chance drawing at the end of every instant
game.
• Players submit non-winning tickets online.
• Allows a top prize to remain available to players
throughout the life of every game.
Submitting Non-Winning Tickets
• All player services are accessed online. Mailed
ticket entries are not accepted.
• Winning tickets are not accepted.
• The player enters a 12-digit number from the
ticket front and a 13-digit number from the
ticket back.
Ticket Markings
• “Visit myarkansaslottery.com to Play It Again!” is
printed on both side borders of every ticket.
• Entry instructions and Points for Prizes™ logo
appear on the back of tickets.
Additional Second-Chance Drawings
• Some instant games feature additional second-chance
opportunities for prizes such as trips or prize packs.
• Web-based games offer players a predetermined,
interactive game to reveal their entries.
• Ex. The Price Is Right®
and World Poker Tour®
Points for Prizes™
• Announced in January 2010 and implemented
in February.
• For every non-winning ticket entered, players
also earn rewards points that can be redeemed
in drawings or for merchandise.
Points Redemption Center
Catalog includes:
• Lottery-branded merchandise (t-shirts, hats, etc.)
• Apparel, accessories, outdoor items, electronics, and
other merchandise.
• Gift cards, magazine subscriptions, and discounts.
• Enter for occasional prize drawings including trips.
• Music downloads coming soon.
Ticket Entry Process
Submit
Ticket
1 Entry
for Play It
Again™
Points for
Prizes™
Points
Special
Edition
Drawing
Entry
Total Registered Players
109,093
120,000
117,349
95,577
100,000
80,000
83,324
60,573
60,000
40,000
20,000
0
Oct
Nov
Dec
Jan
Feb
Impact of Introducing Points for Prizes™
Entry Activity through mid-March 2010
• Approximately 18% of eligible tickets have been
entered by players.
• Approximately 3,000 items have been redeemed
from the Points for Prizes™ store.
• Top item by quantity ordered: restaurant.com
certificate (1,763 ordered to date).
• $191,000 awarded in Play It Again™ prizes.
Entry Activity through mid-March 2010
• More than 122,000 registered players since launch.
• Approximately 1,500 new registrations per week.
• More than 11 million non-winning tickets entered.
• More than 103 million Points for Prizes™ points
earned.
Continuing to Grow
• ASL’s player rewards programs will continue to
grow and change to maintain the relationship
these programs have established with players.
• “Double Points” promotions:
– target specific game or multiple games;
– limited time periods or for life of game.
• Excellent opportunity to spur sales for slower
moving/older games.
• “On Sale” store items:
– limited time “points pricing reductions” on
featured items within PFP store.
“This
is the greatest thing ever!! I love
to get away from life and just sit down
to enter all of my non winning tickets
to win something else!!!! Thanks for
doing this. Keep me updated for any
other ideas ya'll come up with.”
- Ashley Henderson, Hensley, AR