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The Instant Opportunity

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The Instant Opportunity Management & Marketing Commercial Feature THE INSTANT OPPORTUNITY The unrealised potential of instant win games in the igaming space offers a existing customer experience. They have a significant opportunity for operators, arguesWill Whitehead of mkodo. clear and valuable role to play as a customer acquisition tool. Instant win games currently present or kicking the ball over the rugby posts Operators should also be focused in 2017 something of a conundrum for operators. within the game. This gives the customer on providing content that is tailored to their Among the industry, there is a known the impression they are affecting the end specific vertical, locale and customer base. opportunity to tap into a new client base, outcome and creates a level of suspense that Personalisation of game content based on however the market has yet to establish a is less prevalent in traditional slot content. the target customer’s preferences and locality winning strategy to convert ad-hoc players Instant win games traditionally offer a are now crucial for acquisition and retention. into committed customers. much lower return to player (RTP) than For example, if operators are targeting According to Lottoland demographics, your traditional digital slot game, with some sportsbook customers, the games should be 70% of the UK’s over 18s participate in the instants’ RTP as low as 65%, in comparison designed to appeal to these consumers, such National Lottery, nearly 45 million people. to slot content RTP which can be up to 97%. as the Kick for Cash game offered by mkodo. And, just under ¼ of British citizens buy a Despite the decreased chances of winning, the Similarly, when a lottery operator offers scratchcard at least once a month, while customers’ feeling of being both entertained instant win games, these should be tailored to over 50% buy one at least once in a calendar and more in control encourages repeat play. the tastes and behaviours of lottery-focused year. But could this be a potentially lucrative consumers, such as the digital scratchcard market for those willing to explore it? The engagement game title Rich Food in mkodo’s portfolio. There is a distinction between scratchcards We have 15 years’ experience of working Localisation of the instant win game and instant wins,the former being synonymous in the mobile gaming world, with casino, content is also now a key business driver with a retail experience and instant wins being sportsbook, lottery and bingo operators for operators. Content themes and genres a more involved digital experience providing across Europe and North America. We have must appeal within the region where suspense and entertainment. found that companies working in all these the games are accessible. In the North verticals are interested in instant win games American market, mkodo has been driving Converting scratchcard audiences and feel that their relevant target audience is several sport-themed games focused on ice Lottery and scratchcards continue to grow in entertained by the appropriate content. hockey and American football, whereas popularity, because of their familiarity and Operators who make instant win in the UK, the sports-themed games are quick-fix of a potential monetary reward. content available must think tactically more centred around football and rugby. One of the key ways to draw customers about where, how and to whom the market Therefore, operators also need to think into purchasing their lottery ticket on instant win content about investing in bespoke, personalised a mobile device is to offer additional Do they place instant win content as a game content based on their existing entertainment and transaction opportunities link in the receipt page of a lottery ticket brands in these regions. with the purchase experience, for example, purchase or a sports bet? Do they place the opportunity to play a quick and them in the ‘queue’ stage of a transaction, Will Whitehead is a Senior entertaining instant win game within the such as waiting for a bingo game to start? Or Account Manager at mkodo same session as purchasing a lottery ticket. do operators market instant win content as (www.mkodo.com), a global Instant win games are increasing in a separate and unique vertical, rather than supplier of apps and mobile engagement products since 2001. He popularity as the content is improving and as an afterthought? In my view, operators is a mobile gaming specialist with over four years’ offering customers more opportunities to now need to be giving instant win games experience in the betting and gaming industry, Will impact the end outcome. Many instant win their own platform, their own link on the works with major gaming operators across Europe games offer customers the feeling of control lobby page, a game genre in its own right. and North America and has primary expertise in over the outcome and result. For example, It should not just be seen as an up-sell to mobile sportsbook, mobile lottery, mobile games and the mobile engagement market. answering a series of questions correctly, existing customers or an ‘extension’ to the 116 | iGamingBusiness | Issue 102 | January/February 2017.
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