Using IGT’s Six Pillars of Instant Success to Re-engage the Current Playerbase使用IGT的六根立柱成功重新启动现有玩家基地
The New Jersey Lottery and IGT leverage the popularity of poker to increase affinity and re-engage the current playerbase. Situation. A highly successful organization with the third-highest per-capita instant game sales in the United States, the New Jersey Lottery knew that, to maintain their sales momentum, they needed to revitalize their relationship with current players. Quantitative research amongst players conducted in early 2014 showed that affinity levels were flattening. The critical “for people like me” brand health metric had peaked at 44%. Qualitative research indicated that they were playing less because they were missing positive winning experiences and didn’t feel a sense of control when playing. Most of the players were not aware of the current VIP Club and thought the second chance drawings should be emphasized as a major benefit of the club. With a tight marketing budget, the New Jersey Lottery team strategically leveraged each of IGT’s Six Pillars of Instant Success to overcome their challenge. 新泽西彩票和IGT利用扑克的受欢迎程度来增加亲和力，重新吸引当前的玩家基础。情况。一个高度成功的人均第三高的组织。在美国的即时游戏销售中，新泽西州的彩票知道，为了保持他们的销售势头，他们需要重振他们与现有玩家的关系。定量研究a2014年初进行的Mongst球员调查显示，亲和力水平正在变平。“像我这样的人”这个关键的品牌健康指标已经达到了44%的峰值。定性研究表明因为他们错过了积极的胜利经验，在比赛中没有感觉到控制感，所以他们打得更少了。大多数球员都不知道现在的VIP俱乐部，他们认为这是个问题。d机会图纸应强调为俱乐部的一个主要利益。由于营销预算紧张，新泽西州彩票团队战略性地利用了IGT的六个立竿见影的成功支柱。没有克服他们的挑战。
Insights. To rejuvenate the relationship with its players, the New Jersey Lottery utilized insights garnered from recent segmentation studies to focus on the gaming enthusiast group called “Galvanized Gamers” and launched the $5 World Series of Poker® ticket. 洞察力。为了恢复与玩家的关系，新泽西彩票利用了最近的细分研究获得的洞察力，将注意力集中在被称为“镀锌”的游戏爱好者团体上。游戏玩家“并推出了5美元的世界扑克系列门票。
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