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Using IGT’s Six Pillars of Instant Success to Re-engage the Current Playerbase

使用IGT的六根立柱成功重新启动现有玩家基地

The New Jersey Lottery and IGT leverage the popularity of poker to increase affinity and re-engage the current playerbase. Situation. A highly successful organization with the third-highest per-capita instant game sales in the United States澳门赌场攻略, the New Jersey Lottery knew that, to maintain their sales momentum, they needed to revitalize their relationship with current players. Quantitative research amongst players conducted in early 2014 showed that affinity levels were flattening. The critical “for people like me” brand health metric had peaked at 44%. Qualitative research indicated that they were playing less because they were missing positive winning experiences and didn’t feel a sense of control when playing. Most of the players were not aware of the current VIP Club and thought the second chance drawings should be emphasized as a major benefit of the club. With a tight marketing budget, the New Jersey Lottery team strategically leveraged each of IGT’s Six Pillars of Instant Success to overcome their challenge.

新泽西彩票和IGT利用扑克的受欢迎程度来增加亲和力，重新吸引当前的玩家基础。情况。一个高度成功的人均第三高的组织。在美国的即时游戏销售中，新泽西州的彩票知道，为了保持他们的销售势头，他们需要重振他们与现有玩家的关系。定量研究a2014年初进行的Mongst球员调查显示，亲和力水平正在变平。“像我这样的人”这个关键的品牌健康指标已经达到了44%的峰值。定性研究表明因为他们错过了积极的胜利经验，在比赛中没有感觉到控制感，所以他们打得更少了。大多数球员都不知道现在的VIP俱乐部，他们认为这是个问题。d机会图纸应强调为俱乐部的一个主要利益。由于营销预算紧张，新泽西州彩票团队战略性地利用了IGT的六个立竿见影的成功支柱。没有克服他们的挑战。

Insights. To rejuvenate the relationship with its players, the New Jersey Lottery utilized insights garnered from recent segmentation studies to focus on the gaming enthusiast group called “Galvanized Gamers” and launched the $5 World Series of Poker® ticket.

洞察力。为了恢复与玩家的关系，新泽西彩票利用了最近的细分研究获得的洞察力，将注意力集中在被称为“镀锌”的游戏爱好者团体上。游戏玩家“并推出了5美元的世界扑克系列门票。

Representing 20% of the playerbase and 18% of total Lottery spend, the Galvanized Gamer segment was an important group that needed to be nurtured. Thirsting for excitement and entertainment and over-indexing for casino gambling, the World Series of Poker® brand would be highly recognizable and attractive to them. For more than forty years, the World Series of Poker® has been the most trusted name in the game of poker. It is the longest-running, largest, richest and most prestigious gaming event in the world, dating back 42 years to 1970, and having paid more than $1.4 billion in total prize money to date. Product Strategy. The game was strategically launched at the $5 price point to align with insights acquired through the segmentation study.

镀锌菠菜是一个需要培养的重要群体，占玩家基数的20%，占彩票总花销的18%。渴望兴奋和娱乐对于赌场菠菜，世界扑克系列品牌将是高度识别和吸引他们。四十多年来，世界扑克系列一直是最受信任的名字在扑克游戏中。这是世界上运行时间最长、规模最大、最富有、最负盛名的游戏盛事，可追溯到42年前，至今已支付了超过14亿美元的奖金。到目前为止。产品策略这款游戏是以5美元的价格推出的，目的是与通过细分研究获得的洞察力保持一致。

Approximately 6 million World Series of Poker® tickets were printed with approximately 67% of the gross receipts going to prizes. On the average, better than 1 in 5 won a prize.

印制了大约600万张世界扑克系列门票，其中约67%的总收入用于颁奖。平均来说，比五分之一的人中有一人获奖。

Promotion & Retail Tactics. Knowing that the most efficient way to reach current players is through the Lottery’s network of over 7,000

促销和零售策略。知道接触当前玩家最有效的方法是通过彩票的7，000多个网络

retailers, the marketing staff designed a comprehensive point of sale program. Recent retail research indicated that product visibility was critical for instant lottery game sales. Among those who decided to purchase a Lottery ticket after entering the store, seeing instant games on display was most commonly cited as prompting the purchase. Heavy and Light Players said that the most important Lottery materials are the Scratch-off/Instant game displays on the counter, the Lottery ticket checker, and the digital ESMM monitors. The retail program included disruptive signage showing the game’s playstyle as well as creating awareness of the second chance program. Danglers were used to call attention to the new game within the Lottery’s instant ticket vending machines and Geminis. The game was also supported at the counter on the ESMM show.

零售商，营销人员设计了一个全面的销售点方案。最近的零售研究表明，产品知名度对即时彩票游戏销售至关重要。在那些12月IDED在进入商店后购买彩票，看到即时游戏的陈列被认为是促使购买的最常见的方式。重量级和轻量级球员说最重要的是洛特ERY的材料是划痕/即时游戏显示在柜台上，彩票检查器，和数字ESMM监视器。零售计划包括展示游戏的Pla的颠覆性标志。你的风格，以及创造意识的第二次机会计划。在彩票的即时售票机和双子座中，悬挂器被用来引起人们对新游戏的注意。这场比赛是在ESMM展览的柜台上支持LSO。

Interactive Tactics. To increase engagement levels amongst the technology-savvy Galvanized Gamer segment and overcome the “no one ever wins” barrier, players could enter non-winning World Series of Poker® instant tickets for a chance to win a VIP trip to Atlantic City.

互动战术。为了提高技术精湛的玩家之间的接触水平，并克服“永远没有人赢”的障碍，玩家可以进入不获胜的世界菠菜大赛。Kker®即时机票，让您有机会赢取到大西洋城市的贵宾行程。

The Lottery conducted five second chance drawings to select a total of 50 VIP trip winners. Each drawing awarded one Grand Prize Trip to Las Vegas, six Second Prize Trips to Atlantic City and ten merchandise prize packs. The VIP trips included two-night deluxe hotel accommodations for two at Bally’s Atlantic City, $250 food & beverage credit, $250 spending money, $250 travel allowance and a $1,500 gaming voucher that could be used within

抽奖活动共抽签了五张机会图，共选出五十位贵宾获奖者。每张画获得一次拉斯维加斯大奖之旅，六次大西洋城二等奖之旅和十次梅尔克奖赠送奖品包。贵宾之旅包括在巴利大西洋城的两晚豪华酒店住宿，250美元的餐饮信贷，250美元的消费，250美元的旅行津贴和1，500美元可在

the casino.

赌场。

Results. Originally launched in August 2014, The World Series of Poker® game was so successful that the New Jersey Lottery re-introduced it in December 2015. With little mass media or marketing investment, the concept outperformed other recent Poker games such as Hold ‘em Poker and New Jersey Hold ‘em, both released in 2013. The 2015 game attained an index of 118 and average weekly sales of $8.2 million in the first 10 weeks and contributed to a year-over-year sales increase of 13.27% from 2014 to 2015.

结果。最初于2014年8月推出的世界扑克系列游戏非常成功澳门赌场攻略，以至于新泽西州彩票公司在2015年12月重新推出了这款游戏。很少有大众媒体或营销投资这一概念的表现强于其他近期的扑克游戏，比如2013年发布的“扑克游戏”和“新泽西扑克游戏”。2015年的比赛指数达到118，每周平均销售额820万美元。在前10周内，Lion将从2014年到2015年，同比增长13.27%。