“The speed at which the research and analytics field is changing requires continued discussion of not just what is new now, but how we will evolve in the next few years and how we can prepare for it,” noted one participant following IGT’s recent Global Lottery Insights Exchange.
As a forum for lottery researchers to explore new aspects of their work and build connections with one another, the event is ideally suited to further such discussions: The topics covered at each Insights Exchange have advanced along with participants’ priorities and changing research methodologies over the course of 13 gatherings since 2008, including a virtual event during the pandemic.
The agenda for the 2024 Exchange at IGT’s North American headquarters featured 12 market research subjects and two keynote speakers. Among the topics that generated the most lively discussion was Artificial Intelligence (AI) in Market Research.
Researchers are eager to stay on top of AI developments as lotteries and governments evaluate its potential. With some attendees just starting to pilot AI or work with vendors that incorporate AI, the two-day event spurred much discussion around data privacy, compliance, and how their counterparts in other industries are using the technology.
Keynote speakers Andrew Reid from platform provider Rival Technologies and Jason Allsopp from research firm Angus Reid acknowledged both the excitement and trepidation around AI adoption.
They noted that while some sectors, including lottery, have been slower to adopt AI, ignoring the technology is not an option. Reid and Allsop outlined five ways attendees could apply AI, including use cases such as improving research response rates, data quality, and the overall experience for respondents.
The discussion continued on Day Two with a second keynote presentation on AI delivered by Paul Lauzon and Ethan Bondar from research firm Leger, including AI-based tools currently part of Leger’s offer, and additional tools in development.
Sharing Experiences and Insights
A frequently cited benefit of attending the IGT Insights Exchange is the interaction among participants. The sessions are small enough for individuals to engage informally and ask follow-up questions, which often spur suggestions or ideas related to what other lotteries are researching and the methods they are using.
A discussion about how lotteries supply how-to-play information to retailers, sparked by one participant’s presentation, led to others sharing what has worked for them and what hasn’t. Another hot topic was the use of influencers in lottery marketing, leading to conversations about the limitations and benefits of using influencers, how to find the right fit, and the pros and cons of using sports figures as influencers.
There were several presentations on the use of player panels and one on managing a retailer panel. Others focused on areas such as prize-structure research; blending research and data-analytics; how research can be used to support responsible gaming efforts; the advantages of in-house research for concept testing, social media research and testing, player-ship studies, and more.
The event’s diverse representation included international participants from lotteries in Belgium, Italy, and Poland, as well as first-time attendees from the U.S. states of Virginia and Florida.
The Exchange was further enriched by the mix of roles among participants – including several product managers who also oversee their lottery’s research. One such attendee, Allan Altholz, Draw & Digital Games Product Manager, North Carolina Education Lottery, was participating in his third Insights Exchange. “I’ve always been very curious about consumer behaviors, because everything we do starts with a consumer desire,” he said. “I think marketing and product have to be tightly aligned, with very open lines of communication. Because once you identify an unmet consumer desire and create a game to meet it, the messaging, communication, and promotional support have to align with the reason you created it.”
Annalisa Spano', Senior Director Market Research & Insights Italy Market & iLottery Global, IGT Italy, concurred, noting that while the two functions are separated in her organization, she is able to partner effectively with internal colleagues in product because she’s well-versed on that side of the business, having previously held the role of marketing director. In terms of new ideas for application, Spano' cited Poland’s presentation on sharing complex player segmentation research:
“It’s very interesting how they developed a way to explain segmentation to their internal audiences using videos. It could be a more approachable way of communicating the data – and it was very smart.” – Annalisa Spano'
True to its name, the latest IGT Insights Exchange fostered a collaborative spirit to advance the lottery industry through research and innovation.
