An ongoing concern for state lotteries is that they seem to mostly appeal to an older audience, predominantly men. While they still remain profitable, it raises a concern for the longevity of the lotteries, as many of their current players will not be playing in 20-30 years. The reality is, a traditional concept doing traditional marketing is going to appeal to traditional people. So, whom exactly are they trying to reach? For most, it is the group aged 21-35, otherwise known by the overused (and often times derogatory) term: Millennial. Why can’t lotteries attract them? Why does this group differ so much from their parents and grandparents? What interests them? Engagement! Millennials value engagement. We see it in the way they choose their workplaces, their hobbies and how they interact online. The traditional lottery retail experience doesn’t align with who they are and how they act. So how do we engage them?
Story-telling: show who benefits from the lottery. Share the winner stories (big or small) and show the charities that are directly impacted.
Did a children’s hockey team get new uniforms? Share their story.
Did a couple finally get that honeymoon they never got to take? Share their story.
It is not about the numerical value behind the winnings or charitable donations, it is about the impact it has made on others and allowing the players to experience the value their contributions have made in the community. It is worth noting that these altruistic stories also highly appeal to females, who are largely underrepresented in the lottery playing market.
Digital presence: This is an extension of the above-mentioned point. According to Forbes, a majority of millennials follow brands on at least one social media platform and they have the highest monthly average of internet usage. That is not to say they do not make purchases in brick-and-mortar shops, they do, but it’s typically following a digital engagement that they’ve had with the brand prior to. Beyond branding, for those that wish to make their purchases online or by kiosk, can they do so? If so, is the user interface pleasing? Is there a loyalty component to their engagement? Important considerations that are often neglected.
In the end, they want to have great experience that is easily accessible and connects to their values, something traditional state lotteries often miss.