The Virginia Lottery // Product Development
Sloane Beaver (CS) | Danielle Delph (AD) | Chelsea Garber (CT) | Russ Gottwald (CBM) | Whitney Newman (CBM) | Amy Ruiz (CW)
Our Task
THE SITUATION The Virginia Lottery is not relevant to younger, digital-heavy consumers. These iDrenz associate the Virginia Lottery with older players who squander their paychecks and savings on scratchers and powerball tickets in quick attempts to get rich. The current state of the lottery is antiquated from the way iDrenz live their lives. THE CHALLENGE It’s a lot of labor for a lottery ticket. The Virginia Lottery must find new ways to eliminate barriers to play for the iDrenz segment. iDrenz are looking for thrills but not where the Virginia Lottery is providing them. Our approach: Provide unexpected thrills in a relevant way OBJECTIVES 1) Increase the number of iDrenz that play the Virginia Lottery by shifting the perception from “thrill for them” to “thrill for me” 2) Increase the amount of money they are willing to spend on the lottery through competitive gaming platform
Sloane Beaver (CS) | Danielle Delph (AD) | Chelsea Garber (CT) | Russ Gottwald (CBM) | Whitney Newman (CBM) | Amy Ruiz (CW)
Our Strategy HOW? Be relevant. iDrenz are digital heavy and tech savvy. 99% participate in gaming activities 86% use mobile features 83% use Facebook For iDrenz, there is no barrier to entry into the digital world. Digital isn’t a separate world - it’s simply a layer on top of the rest of their world. They are so connected that they’ve become uncomfortable with having nothing to do. Their phones have become their key to filling the “dead” moments of the day MAIN IDEA Ease the discomfort of being alone with competitive engagement. Occupy dead time. WHAT WE NEED A gaming platform that will: - be played in spurts - be played on the go - get the competitive juices going
Sloane Beaver (CS) | Danielle Delph (AD) | Chelsea Garber (CT) | Russ Gottwald (CBM) | Whitney Newman (CBM) | Amy Ruiz (CW)
New Gaming Platform: Lady Luck // User Experience
1) Download and load Lady Luck app.
2) Choose log in method.
2) Add friends to compete against.
Sloane Beaver (CS) | Danielle Delph (AD) | Chelsea Garber (CT) | Russ Gottwald (CBM) | Whitney Newman (CBM) | Amy Ruiz (CW)
4) Select game to play.
5) Select game mode.
6) Play game.
7) Game over. Choose to keep playing or switch to a new game/mode.
Sloane Beaver (CS) | Danielle Delph (AD) | Chelsea Garber (CT) | Russ Gottwald (CBM) | Whitney Newman (CBM) | Amy Ruiz (CW)
What Lady Luck Offers
-DEGREE OF CONTROLFrom “The odds are against me.” to “I can control my odds.” -COMPETITIONFrom beating a system to beating a friend -BETTER ODDSFrom - “What if?” to “When?”
Sloane Beaver (CS) | Danielle Delph (AD) | Chelsea Garber (CT) | Russ Gottwald (CBM) | Whitney Newman (CBM) | Amy Ruiz (CW)
What will keep iDrenz playing?
- SOCIAL CONNECTION “I think the most fundamental part of our success is the social connection, which sometimes I call obligation or guilt - the connection that forms in the game when people commit to each other to play.” – Paul Bettner, Zynga
- HOT STREAKS KEEP THEM GOING LONGER “The best games are incredibly addictive and never-ending. I like when there is no end to what you can achieve in the game. Win I win a level, I always keep playing!”
Sloane Beaver (CS) | Danielle Delph (AD) | Chelsea Garber (CT) | Russ Gottwald (CBM) | Whitney Newman (CBM) | Amy Ruiz (CW)
How will the iDrenz know it’s out there? {Phase 1: Target highly concentrated areas of iDrenz through the influencers} Virginia Lottery Brand Ambassadors - Virginia
college campuses - Students asked to play and invite friends - Paid per recruit Infiltrate college campuses during key “procrastination periods” - Table
Tents - Restroom Flyers - Library Give Aways Broaden the reach - Utilize
current presence at sports games - Interactivity rewards fans for playing - Gets the game on their phones {Phase 2: Let the influencers spread the word organically} Sloane Beaver (CS) | Danielle Delph (AD) | Chelsea Garber (CT) | Russ Gottwald (CBM) | Whitney Newman (CBM) | Amy Ruiz (CW)