Published November 19, 2024
Who is my lottery player? This is the million-dollar question that lotteries have been asking for decades. And for many lotteries, loyalty programs have been the key to solving this mystery. Loyalty programs have been the conduit for lotteries to build rich player profiles. These profiles support targeted messaging that resonates with player preferences, increasing the likelihood of engagement.
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In 2017, Pollard Banknote partnered with the Kansas Lottery to launch its PlayOn® Player Loyalty Program, aimed at bringing their players into focus. Over the last seven years, Pollard Banknote has implemented agile and enhanced engagement strategies to support the Lottery in elevating the player experience while at the same time, charting a path towards digital leadership in market.
To strengthen its loyalty programs and deepen the understanding of player behaviors and preferences, Pollard Banknote leverages tooling from Bloomreach—a leader in the digital experience platform space. This partnership allows for more meaningful and personalized player experiences to be infused into its omnichannel loyalty offering. Bloomreach powers the marketing and engagement engine of the Kansas Lottery’s PlayOn® Player Loyalty Program, creating a best-in-class player engagement solution that has yielded valuable customer data. This is driven by robust loyalty campaigns such as the X Cash Blitz Wheel Spin campaign, launched in April of this year.
The X Cash Blitz Wheel Spin, an integrated loyalty campaign, sought to incentivize a player to complete a retail purchase and then further their journey by engaging with the loyalty platform. Once the player became active in the campaign, a triggered and immersive flow-state adjusted the player’s experience in real-time based on their specific actions.
This real-time response helped the player unlock further campaign rewards, maximize their winnings and encourage repeat purchase and play behavior. The agility of the campaign also achieved inspiring results for the Kansas Lottery. In the four weeks the X Cash Blitz Wheel Spin campaign was live on Kansas PlayOn®, $1.15 million in total ticket values were submitted on the platform. Additional omnichannel initiatives supporting the campaign, such as email, saw above average interactions, with the campaign reminder email generating a 50% average click rate and the last chance email receiving a 34% average open rate.
While rewards and results are vital to showcase campaign success, it’s equally important to recognize the deeper player insights the campaign unlocked. The rich player awareness garnered from customized and real-time engagement strategies leads to dynamic targeted messaging. Adapting to a player’s preferences and play behavior builds a stronger connection between the player and the lottery, thereby strengthening loyalty to the lottery brand and the program itself.
The deep integration between Bloomreach and PlayOn® Loyalty keeps lotteries like Kansas continually advancing in the digital sector. Further to this, the ability to offer solutions that transform data into real-time connections with an ever-evolving player base solidifies Pollard Banknote’s position as an omnichannel leader in player discovery and development.