 Lottery Executives  State Government Officials/Laws  Our Customers/Lottery Players  The Public-at-Large  Gaming Opposition  Our brands/products  Retailers

 While all of these stakeholders are important, we must define and then capture our market in order to make $$ with the customer being the focus  We know that customers ultimately drive our ability to generate and sustain the big picture…but are customers and lottery players the same?

Customer  Anyone at any age with the ability or desire to purchase a product or service Player  Customers 18 years of age or older with the intent or desire to purchase or play a game of their choice

What’s missing…  Critical Customer Base › Adults age years of age  Brand that speaks one voice! › Many Lotteries, many voices  Goal that transforms customers into players AND maintains existing player base.

 We cannot market to an entire “Customer” base. We can only attract and try to retain a segment of their markets  We do not have the financial means to consistently market in their space (i.e. one brand, one voice)  While we have created brand recognition, we have established only a small amount of equity  Too many people shaping the decisions of the Lottery industry’s future, often in the absence of knowing or understanding the needs of our business

 Do a better job of speaking the language of the customer (particularly the segment of the market we are missing – year olds)  Become more agile and flexible to change when customers speak up (How many people have seen a White Coke can around lately?)

 Create demand of existing and new products by using the many channels already available to attract new customers (Social Media, Mobile, Radio, POS) – When Apple launches a new iPhone or iPad, why does everyone believe they need one?

 Speak their language… › In the VLT world, the language of the customer looks a lot like this…

 Create demand › What if we launched a “special” Powerball or Mega Millions drawing that only allowed a specified number of tickets to be sold…would players feel a since of urgency to “get in the game”? › The Spectacular Advertisers do it all the time? Why don’t we?

 Develop products that speak the language of the customer…talk like a text… › LOL › OMG › K › Where R U?

 While we may not have all the answers or know what the future looks like, we have to do something different…now!  Adding new gaming types and diversifying are mix will only be successful if we can improve our ability to connect our products to our “CUSTOMERS”!