Why does it matter?
The lottery and gaming world are the original “gamers”, but more and more, gaming techniques are used in spaces like Facebook, Foursquare, and GetGlue. Therefore, it’s important for your business not to lose at its own game.
Aside from gamification boosting sales and driving loyalty as reasons to invest, your patrons expect it. Millennials (those born between 1978 and 1994) conduct business differently and expect social experiences in everything they do. They embrace shopping and sharing in social spaces more than any other patron segment, and desire deeper engagement with the brands they trust.
So, what next? Gamification has created a whole new roster of competitors that offer gaming in non-traditional settings, and patron expectations have shifted in a way that gaming is an everyday activity.
This is an opportunity for the lottery and gaming world.
Historically, your service offering has been driven by IRL activities at casinos, entertainment venues, and through retailers. It’s time to look beyond an afternoon at the casino and commit to extending the patron experience through gamification. By rewarding patrons in their everyday, you will remain top-of-mind, drive deeper brand engagement, and encourage their return.
According to Gartner Research, by 2015, more than 50% of organizations that manage innovation processes will gamify those processes. By 2014, more than 70% of Global 2000 organizations will have at least one gamified application. Gamification is clearly here to stay and should be on the minds of key decision makers.
But before jumping in, take a step back and determine what kind of change you’re looking to make, who your target audience is, and whether it is internal or external. A great place to start is with your own employees, as improved internal engagement through rewards-based programs will ultimately improve productivity and efficiency.
Remember, due to the intricacies of the lottery and gaming sector, there are important security measures to consider before adding elements of play to your processes. That is mind, assessing risk will be critical to your success.
Look to subject matter experts in the gamification arena for risk assessment support and to identify the technical capabilities and infrastructure needed to execute on gamification plans. Most importantly, make sure gamification principles are at the heart of your efforts. Collaboration, competition, and constant feedback will be critical in driving the change you want to see in your organization.
With a sound strategy, strategic and risk assessment counsel, and the right technology, you’ll be ready to add elements of play to your process and choose the ones that will bring the most benefits.
By Lesley Luk, Senior Manager in KPMG’s Gaming practice; and Louie Velocci (CA-CISA, CISSP, CAA, GCFA, CGEIT), Partner with KPMG’s IT Advisory Practice in Atlantic Canada.