Scientific Games Symposium offers lotteries worldwide thought leadership

“The Symposium uniquely integrates lottery security and marketing professionals, offering a perspective on both of these important aspects of the lottery business as well as views from experts from outside of our industry,” said Jennifer Welshons, Vice President, Lottery Insights for Scientific Games.

“Our goal is to offer the opportunity to share and discuss innovations and happening in our industry and other industries, to refresh perspectives, rejuvenate purpose and apply relevant new thinking to lottery security and marketing,” he concluded.

Lauren Luttrell, Instant Product Manager of the Massachusetts State Lottery said, “The Symposium was filled with relevant, usable information shared through engaging key note speakers and lively, informative panel discussions. Overall, it was a terrific forum for professional growth with many opportunities to share and exchange ideas – I look forward to the next Symposium’s offerings.”

The four-day 2014 Security & Lottery Products Symposium was themed The Road to Success, with a focus on rapidly evolving consumer preferences, creating and marketing lottery products in today’s multi-channel world, educating lottery retailers, and protecting the security and integrity of the games.

“In terms of security, the Symposium is one of the most valuable seminars offered in the lottery industry. It is a real opportunity to share experience and expertise between security managers and our provider in different locations worldwide,” said Thierry Pujol, Director of Risk Management and Security for La Francaise des Jeux, the Lottery in France.

“Although we are managing confidential issues, we can share ideas about how to avoid problems, how to improve our procedures and how to fight against fraud. It helps to continually challenge our own procedures and equipment.”

Mark Lauber, Business Development Leader for Swisslos, the Lottery in Switzerland, said, “The Symposium proved to be an excellent platform to meet with U.S. colleagues and exchange ideas about security issues.”

“The Symposium is one of the best programs for lotteries in the U.S.,” said Charlie McIntyre, Executive Director of the New Hampshire Lottery Commission. “Our lottery staff came back to New Hampshire energized and motivated.”

One of the Symposium highlights was keynote speaker Herb Sorensen, Ph.D., a renowned retail consultant and self-described “shopper scientist” who has worked with Fortune 100 retailers and consumer packaged goods manufacturers for more than 40 years studying consumer behavior, motivations and perceptions at the point of purchase.

“Gaming is actually a very natural part of retail – shoppers are always looking to ‘win’ with a surprise delight purchase or a great price,” said Sorensen who received the 2013 Charles Coolidge Parlin Award from the American Marketing Association. “This means there is a huge potential to integrate lottery right into the purchase process.”

Welshons said that the Symposium featured a special look at the Millennial generation through a live panel discussion with 13 participants of varying ages and segments within the adult age cohort (18-34). The panel connected with lotteries, answered questions and provided a glimpse into their consumer habits and how lottery products fit into their lifestyles.

“Lottery attendees seemed to really enjoy the unique opportunity to bounce ideas off of a captive audience,” Welshons shared. “Their main takeaway was that going after Millennials is not an effective strategy because they are not a homogenous group. A model of studying consumer segments—and within those segments, studying younger adults – is a much better strategy.”