It should be all-or-nothing for lotteries which have an ambition to offer their services online, says Kim Sloth Bengtsen, CEO at Lotto24.
Bengtsen plans to tell lottery companies “go all in or go home,” when he addresses a session at the EiG show in October.
His panel session, Moving Forward with Lotteries, takes place on the middle day of the three-day show, which is being held on October 20-22 at the Arena Berlin in Germany.
Bengtsen said that he is looking forward to “an open and honest dialogue about the advances in digital offerings across the board.” When it came to moving the lottery online, he said, only a comprehensive, committed and compatible approach would work.
“Customers want full integration, flexibility and up-to-date content on a 24-seven basis, directly on their phone. You must make sure that you have a fully functional product launched that has been tested again and again. If you do not do that, you will surely lose your customers before you have them.”
He continued: “We see it repeatedly in any area of business; customers have no time for poorly created content or bad connections.
“If it doesn’t work they will skip on to the next one in line and – trust me – there is always a better one out there.”
He said that the cost-benefit aspect is of critical importance for moving online with the key challenge being to avoid “bursting budgets”.
“You need to figure out if the way to move forward is to hire a team, since the process will undoubtedly be long and costly and be part of your ongoing projects.”
Bengtsen highlighted mobile as a key theme he expected to be discussed in depth at EiG: “It is one thing to secure your slice of the mobile market, but a completely different thing to keep it and increase the size. Retention, working with multi-channel marketing and being innovative are just some of the general areas that any business should be focussed on these days.
“Thinking about any national lottery and their position in this regard; what do they have to lose?”
