MAGAZINE OF THE EUROPEAN LOTTERIES, 2011, SEPTEMBER ...

success of a Lottery’s traditional core
retail product and customizes a plan
to drive future growth based on the
company’s experience working with
so many Lotteries around the globe
over the past four decades. The plan
focuses on the core business areas
of game product optimisation, retail
development, retailer expansion and
player acquisition. It is executed in
Europe through Scientific Games’
printing facility in Leeds, technology
center in Vienna, and company offices
in London, Ballymahon, Stockholm,
Hamburg, Bielefeld and Budapest.
“Our program is a consumer oriented
approach that manages multiple variables
and brings end-to-end improvements
and efficiencies across the
supply chain,” said Allen. “It’s about
best practices, but it’s also about innovation
and distribution expertise:
delivering the right product for the
right player in the right location at the
right time.”
These same principles were deployed
with the rollout of the China Sports
Lottery, which has grown from 1,500
terminals in one province, to tens
of thousands of terminals deployed
throughout every province in China
since its debut prior to the Beijing
Olympics in 2008.
Working together within Germany’s
regulatory framework to drive business,
Lotto Hessen and Scientific
Games achieved success by delivering
value to players in both product
and retail execution, despite marketing
restrictions. In order to do this,
Lotto Hessen focused on increasing
loyalty and improving the excitement
and credibility of the entertainment
brand by using promotional tickets
and price point expansion in the
game planning process, along with
delivery to market.
“Throughout the last five years of our
partnership with Scientific Games on
instant tickets, we benefitted from
significant and steady year-on-year
growth in revenues,” said Alex Sausmikat,
Prokurist Marketing & Vetrieb
at Lotto Hessen in Germany. “Combining
Lotto Hessen’s market expertise
and Scientific Games’ proven best
practices helped us to achieve the
best results in a highly regulated environment.”
“We tailor each partnership arrangement
to meet the specific requirements
of the Lottery jurisdiction,”
said Allen. “A close working relationship
is key. The flexibility of the partnership
approach also helps overcome
differences in legislation, as
well as the differences across Europe
in culture, language, currency, consumer
and retailer behavior.”
In Lithuania, where an expanded
partnership program with Scientific
Games began in February 2011, sales
have doubled in the last five months
and are expected to double again by
the year’s end, then again in 2012.
“I am happy to say that the implementation
of a new strategic game plan
and the provision of Scientific Games’
additional marketing services have
resulted in exceptional sales growth
in 2011,” said Midaugas Marcinkevicius,
IT Director for Olifeja. “We are
excited and looking forward to even
better results in the future.”
After a competitive bid process, De
Lotto selected Scientific Games’ CSP.
The partnership began with the top
25 retailers from the Netherlands
• Develop a variety of products that
offer the expectation and desired
value for all consumer segments
• Ensure those products are delivered
in the right manner to the
right retailers and displayed in
the way they were intended
GAMBLING TECHNOLOGIES
CSP Steps to Success
7 NEWS 37 SEPTEMBER 2011
traveling to New York City to learn
about SalesMaker, which will be
part of the Lottery’s upcoming retail
expansion drive to recruit new retailers
using best practices.
SalesMaker is a retail development
program created by Scientific Games
that shows retailers the importance
of the Lottery category to their overall
business. The key objective of Sales-
Maker is to create the ideal lottery
point-of-sale environment at retail.
Retailers receive continuous training
and real-world demonstrations on
how to position lottery products as a
“business within a business.”
“Thanks to Scientific Games’ CSP
program we are finally able to have
a real dialogue with our retailers and
deliver the products they need, when
they need them,” said Frank Bijman,
Chief Creative Officer of De Lotto.
“This dedication to our retailers, combined
with Scientific Games’ superior
instant ticket products and marketing
services, leads us to believe we can
expand the Dutch Lottery – hopefully
by double digits.”
Capturing the DNA of lottery best
practices, Scientific Games’ CSP enables
the company to manage a Lottery’s
instant game operations as a
means of improving operating efficiencies
for the Lottery, while increasing
sales through improved execution
of retail and player development.
• Work with retailers to embrace
lottery as a category and leverage
lottery traffic to enhance overall
store profitability
• Adjust and refine the process
continually to ensure all initiatives
are complementary and on
target for maximum profit to lottery
beneficiaries