Player Research What do the players say about Win Place Show?
A qualitative study was performed in Kentucky with three focus groups being recruited for both Louisville and Lexington. Each city was represented by a group of core lottery players, infrequent lottery players and lottery retailers totaling 47 participants.
Excitement of a Live Horse Race
Players loved the excitement of a live two minute horse race as the basis for a lottery, saying it felt more authentic than other lottery games. This shorter event time made horse racing the perfect single match sport to feature through the lottery, versus a two to three hour football or basketball game. Retailers celebrated the idea of playing videos of races in their stores to create more in-store foot traffic.
Convenience of Mobile App
Players and retailers found the mobile app appealing and convenient, making the lottery more relevant to people’s daily lives, especially among millennials.
Appealing Price Point
Players found value and horse racing relevance in the $2 price point while retailers believed a Quick Pick ticket without messy play slips would be very easy to explain and sell to players.
Valuable Second Chance Prizes
The second chance raffle and Every Ticket Is a Winner program were intriguing, especially to infrequent players. This is due to the psychology of players receiving something for free with every ticket, even if the player said they did not plan to use it.
An online quantitative study of 1,853 lottery and non-lottery players was conducted with participants who were 18 years or older, not employed in gaming, advertising or media industries and not morally opposed to playing the lottery. Results were weighted by age, gender and region.
Game Appeal and Player Spend
Overall appeal scores were 15% higher than the Ipsos average of all games tested. Win Place Show projects to add 300,000+ new players to the lottery from a state population of 4.4m.
Annual Player Spend
Based on awareness levels between 10-30%, first year projections of Win Place Show range from $18m to $54m year one. Weekly per capita sales of 8-24 cents greatly exceeded our expectations of 5-10 cents.
Cannibalization rates for Win Place Show are quite low, ranging from 0.55% to 1.64%, again based on awareness levels. This means Win Place Show adds new revenue streams to lotteries without meaningfully detracting from other games in their portfolios.
Positive Game Attributes
Study participants were asked how the following statements applied to their image of Win Place Show. The percentages in this chart identify how these statements performed above the average for the hundreds of lottery games tested by Ipsos.
It’s one thing to convince a player to buy their first ticket for a new game. It’s an entirely different thing to convince that same player to be a repeat buyer. Through a proprietary algorithm produced by Ipsos, we know players who want to play Win Place Show will play it often. Players will play weekly 48% of the time, monthly at a rate of 34% and the average player will purchase 2.2 tickets every time they play.
“These findings demonstrate that players find Win Place Show to be a suitable game for them to start playing on a regular basis…the initial indications demonstrate that Win Place Show presents high potential for stickiness.” — Ipsos analysis
As we continued to dig deeper into our numbers, we were excited to see how much Millennials loved Win Place Show. It was initially quite a surprise as both horse racing and lottery have had a difficult time reaching this audience. But it just goes to show, Millennials are not much different than the generations before them when it comes to basic human entertainment experiences. It’s just the delivery method (see mobile phones) that has changed.
About Research Partner Ipsos
Ipsos is the third largest global independent market research firm and is the lottery industry leader in game research. They celebrated their 40th Anniversary in 2015 and served as the agency of record for this research.