The only buzzword more often used to describe Millennials than social and experiential is probably the word Millennial itself. Study after study shows this age group puts a premium on the experiences they have in their day to day lives. Ulli Appelbaum of First The Trousers Then The Shoes recently released one of these studies showing that 66% of highly effective Millennial marketers design their campaigns around real life events.
This is the social media generation. They grew up being able to interact with their peers through the convenience of their mobile devices. They value in-person social experiences with their friends. And when you can combine the two, it makes for the perfect marriage.
EquiLottery clearly satisfies that desire to connect. Millennials are 37% more likely to recommend our game to their friends than Ipsos’s average for the lottery games they’ve tested over the years. As a reminder, we’re sourcing Ipsos because they are our partners for the quantitative research of 1,853 lottery and non-lottery players on which we’re basing this “Why Millennials Love EquiLottery” series.
We also satisfy that need for real life events incorporated in Millennial campaigns mentioned in the study above. That is why this generation was 51% – 21% in favor of our “Every Ticket Is A Winner” program that turns every winning and non-winning ticket into a free giveaway at participating racetracks. A free general admission, food or beverage item, track program or parking voucher is apparently all it takes to entice Millennial players to go see the ponies in person. Especially considering it’s all part of the EquiLottery mobile app experience included in any of our lottery contracts, that’s a pretty easy way to add value to a lottery ticket and get new people out to the track. And for our current and future racetrack partners, it’s highly likely they’ll throw more than a few bets down throughout their racing day and increase your food and beverage bottom line. Especially when it’s a shared experience among friends.
Millennials are nearly 20% more inclined to say EquiLottery “adds some excitement to their lives” than the average Ipsos study participant (58% – 20% overall) and scored 63% – 20% on a game “determined by the result of a live horse race are more exciting than other draw games”. That shakes out to Millennials scoring 63% – 16% on the idea that EquiLottery “provides good entertainment value” and perfectly aligns with Applebaum’s live event findings.
Millennials are 16 points more inclined to join their lottery’s players club than Baby Boomers when EquiLottery is an option in their state. Due to the quick pick nature of this game, we asked if players would buy more tickets until they got the horse names they liked. This proved to encourage more ticket sales, especially among Millennials who were twice as likely than Boomers to let this be a reason for increased spending and 50% more likely than Generation X. And as the generation most at ease with having long distance friendships due to their connection to social media platforms, it’s no surprise featuring races from outside the state they live in enhances the experience, by 17 points more than their nearest Generation X rivals to be precise.
Whew, that’s a lot of statistics. We probably need to take a nap.
This generation prefers our game because it’s tailor made for what they look for in social experiences. If we’re being honest, we didn’t think about Millennials at all when developing our game. And there’s likely the secret as to why EquiLottery is appealing to this generation. Above all else, Millennials are savvy consumers who have been marketed to their entire lives. They can smell a fraud coming miles away. Millennials want to play EquiLottery because it’s not targeted for them, it just happens to be for them. In honor of the famous PBS painting instructor Bob Ross, we’ll call it our happy little accident.
The Next Reasons Why Millennials Love EquiLottery: Our Perfect Prizes