LaFleur's 2013 Lottery Conclave and Interactive Summit
San Francisco Marriott Marquis
San Francisco, California
La Fleur’s 2013 Conclave & Interactive Summit Program
Friday (Interactive Summit) Schedule
SEGMENT: Responsible Gaming (RG)
The Business Case for including a RG Component in your Internet plans
Don Feeney, Research & Planning Director, Minnesota Lottery
The presentation will be focused around Internet gaming and other new technologies. It will address three key elements: 1) The business case for including a RG component in your Internet plans; 2) What the research says about Internet gambling and problem gambling (It's not the horror story some make it out to be.) 3) Best practices and standards, with a focus on the National Council of Problem Gambling (NCPG) standards.
SEGMENT: Focus on Summit Sponsors
Panel: Focus on Interactive Opportunities
This segment will consist of five-minute “speed networking” presentations by summit sponsor panels in a panel format.
Sponsor Presentation: GTECH Corporation
Sponsor Presentation: InComm
Sponsor Presentation: Karma Gaming
Sponsor Presentation: Scientific Games
Michael Lightman, VP, Business Development and Sales, Scientific Games
Today, the internet is a central element of every consumer business. Yet in the U.S., authorization varies significantly from state to state in terms of what lotteries are permitted to offer their players on the internet. The good news is that there are many options and innovations that can meet every lottery’s unique requirements and business goals for mobile and internet. In less than five minutes we’ll tell you how.
Sponsor Presentation: Shoutz, Inc
Donald Clark, Senior Project Manager, Shoutz, Inc
The Shoutz Presentation will focus on Five Best Practice Principles for the creation of a Mobile Application that is designed to inform, provoke, and facilitate an engagement with a prospective fan, or a current fan of the Brand.
All Mobile Behavior is just Behavior.
Introduction of eight perceptual determinants that are the key to human behavior and why they must guide the design of mobile and tablet applications.
Design of UI for engagement must be simple and eliminate friction
Creating a feedback path is critical to success.
Provoking specific behavior that is observable is a valuable analytic.
SEGMENT: Social Advertising Trends
Zero to Powerball: Juggling Caution, Politics and Vendors to Launch a Successful, Integrated Social Media Program
Ryann Petit-Frere, Manager, Digital Media Strategy, California Lottery
Social advertising evolves dramatically each year. It has gone from a nice-to-have tactic for community building to a strategic necessity for player acquisition. But successfully growing an integrated social media program in the Lottery industry presents a number of unique challenges. From limited resources to political sensitivity, this presentation will guide the internal evangelist through how to the California Lottery addressed such obstacles to launch a $0-budget, content marketing strategy that grew their total social reach to the largest of lotteries in the nation.
Using examples and case studies Petit-Frere will cover:
• Tactics to comfort caution and build a culture that embraces social
• The vendor-client relationship and teamwork evangelism
• Campaigns that deliver ROI for shoe-string budgets
• California Powerball launch campaign as a case study
Google & YouTube: The Consumer Shift to Digital
Frank Frasuto, Media Partnerships, Google
Frank Frausto is a Google veteran of over 10 years. He will showcase the lottery consumers’ shift of focus to digital media, as well as the discrepancy of current media dollar investment across traditional media. Additionally, he will delve in to how lottery marketers can leverage Google and YouTube to better connect with their current players and appeal to the new. The goal of the presentation is to help the marketers and partners in attendance begin to shift their marketing paradigms to include Google and YouTube’s as necessary engagement points in an ever crowded marketplace. This presentation will include: The consumer shift to digital (13 million lottery ticket purchasers on YouTube.com and Google’s Display Sites), building a brand with YouTube, and getting in the know with Google+ & Search.
Facebook: World Is Going Mobile, So Should Your Marketing Strategy
Jamie Ruth, Account Manager, U.S. Government and Politics, Facebook
One out of every five minutes on a mobile device in the U.S. is spent with Facebook or Instagram, and 90% of U.S. smartphone owners check their News Feeds at least once a day. Successful lottery marketers are no longer just maintaining active Facebook pages to “check the social box”; they’re activating new and existing players with Facebook’s mobile-first marketing solutions. Ruth will explore how lotteries can use Facebook News Feed advertising, Mobile App Ads, and powerful targeting capabilities to reach players where they are – and ultimately capture new streams of revenue as the global consumer “goes mobile.” This presentation will include:
Introduction to Facebook as a marketing platform, driving ticket sales, and capturing greater share of mobile app revenue.
PANEL: Focus on Social Media Platforms
-Ryann Petit-Frere, Manager, Digital Media Strategy, California Lottery
-Jamie Ruth, Account Manager, U.S. Government and Politics, Facebook
-Frank Frasuto, Media Partnerships, Google
-Moderator: La Fleur’s Magazine publisher Terri Markle
This panel will consist of executives from major social media platforms sharing their best practices in media and social plus hurdles facing lottery industry. The goal is to help lottery marketers and advertising agencies understand the untapped potential of social. The discussion would cover the use of the platforms, innovation in social advertising, engagement and advertising.
PANEL: Casual Gaming & Social Gaming Spotlight
- Marcus Yoder, Executive Director, IGT Interactive Business Development
- Nathalie Rajotte, Managing Director, Ingenio (subsidiary of Loto-Quebec)
- Moderator: La Fleur’s Magazine publisher Terri Markle
Lottery organizations need the help of the interactive community to socialize, digitize and monetize their game content and networks. How are these companies “disrupting” the player universe? Is the chase on to pursue real money gaming? How will game developers transition casual gamers into paying players?
Lottery Marketers Luncheon: Social & Digital Media
The summit will conclude with attendees sharing lunch and listening to a panel discussion by lottery marketers on social and digital media opportunities.