How to use Facebook® Applications to make Lottery Games more Relevant Ed Honour Chief Technology Officer MGT Lottery Technologies

Perspective! 105 million people watched the Superbowl. 77 million people play Farmville® on Facebook EVERY DAY! Ed’s Farm

Social Games In social gaming players socialize with their friends by playing games that require player interaction. In Social Games the player is required to perform tasks alone and as part of a group. Social games involve acquiring points, collecting items, winning awards, and increasing levels. Waiting for events is a major part of most social games.

Top Social Games Farmville – 77,000,000 players Cafe' World - 30,032,716 Texas Hold’em Poker – 28,332,917 Mafia Wars - 24,704,179 Fishville - 23,309,522 Zoo World - 19,080,925 YoVille – 12,496,375 Bejeweled Blitz - 10,576,224

What makes a successful social game? The game must foster communication. – Tell your friends what you are doing. – Invite your friends to play with you. – Be rewarded for getting friends to play. – Be fully integrated with Facebook communication. The game should model a real world activity. During the game, the player will collect items, awards, and points. – Player must be able to “show-off” the items they have acquired. The game should involve a time component. – Most games involve waiting for an event to occur and then reacting to the event.

Significant Planning goes into a Social Game Planning for “Stickyness” – You want the player to come back every day. – You want the player to spend the “right” amount of time on the game every day. Planning for Interaction Planning for a “Viral Effect” – Integrating Social Networking functions Wall “stream” Posts Invitations Notifications

Why is this relevant? Over 100 million people play these types of games every day. Social games are a MARKETING MEDIA! In order for Lotteries to attract new players to lottery games they need to be relevant to players who regularly use social media. Players of social games encompass an under utilized market for Lotteries. Becoming relevant to these younger players will create a new market for lottery products for years to come.

What is a Facebook Application? A Facebook® application is a third party application which is fully integrated into Facebook using the Facebook API.

What is a Facebook Application? Written in a proprietary language called FBML. – Although Facebook states that nearly 1 million people develop applications for Facebook, less than 50,000 developers use FBML and less than 2,000 developers use the Facebook/Adobe API. All of the major features of Facebook are available to Facebook Applications. – Access to user profile data. – Ability to post to the player’s (and friends) walls. – Ability to post notifications and invitations. – Access to a player’s friends.

Social Game Marketing Model

Focus on Quality Quality of the games is vital! – Free players are just as critical of games as paid players. – You must provide games that players want to play more than once. – You must provide games that players will want to tell their friends about. Multiplayer Games are important! – People want to play games with their friends. – Multiplayer and Tournament games are easier to make viral.

Introducing “The Game” Bringing the Lottery to Facebook and Facebook users to the Lottery. Using social gaming as a marketing and media tool to enhance online lottery games.

How it works? Follows the proven social game model. “The Game” is a tool to entice Facebook users to play lottery online games alone or as part of a group. – Invite your “future millionaire friends” to play. – Enter and track lottery tickets. – Create groups and play together. – Share results using the Facebook wall. Earn “virtual” prizes just by playing. – Send gifts to other players. – Earn points for every ticket. – Purchase “virtual” items from the winners catalog.

Progress in the Game

Priority #1: Player Education Powerball and Mega Millions are the only games where for $1 you may be set for life. Real people win. It’s easy to play. Your friends play. Your friends win.

Priority #2 – Player Entertainment Make the game fun. (even when you don’t win) Make the game competitive. Make the game viral.

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