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RESEARCH
AGENDA

All PDS sessions will be held at the CHI Health Convention Center at 455 North 10th St, Omaha, NE 68102

Monday, July 22 

 

5:30pm – 8:30pm                  

Vendor Meet & Greet 

Tuesday, July 23 

 

9:00am – 9:15am

Conference Kickoff 

Brian Rockey, Director, Nebraska Lottery 

 

9:15am – 10:15am

General Session – TBA 

Todd Simon, Chairman and Chief Steak Evangelist, Omaha Steaks 

 

10:15am – 10:30am

Networking Break 

 

10:45am – 11:15am

Roundtable Discussion – What’s Going On in Your Jurisdiction?  

 

11:30am – Noon

2024 Update: Lower Price Point Instant Scratch Games in Today’s Lottery Landscape 

Angie Saviano, Director of Marketing, Scientific Games
Rob Thompson, Director of Analytics & Insights, Scientific Games 

As players continue to move up the price point ladder, the question of how – or even if – lower price point games fit into a lottery’s overall product plan remains an important conversation. A follow-up to last year's PDS discussion, this presentation provides an update on various lower price point trends across the U.S., including sales, number of games launched, and more. Scientific Games will also share an overview of the various research methodologies they’ve employed to better understand the role that individual price points play in the minds of the consumer and how this knowledge can help lotteries design better, more compelling games at the lower price points, complimenting the overall product portfolio and positioning them for success.

Combined session with Product Management

Noon – 1:30pm

LUNCH  
Lunch sponsored by Allwyn and Aristocrat Interactive
 

1:45pm – 2:45pm

General Session – Lotteries in the Gaming Space 

Helene Keeley, Director, Delaware Lottery 

Matt Strawn, Chief Executive Officer, Iowa Lottery 

Senator Dan Dawson, Chair, Iowa Senate Ways and Means Committee 
Michael J. Pollock, Managing Director, Spectrum Gaming Group, Executive Director, National Council of Legislators From Gaming States

2:45pm – 3:00pm

Networking Break 

 

3:15pm – 3:45pm

A Nostalgic Journey: Enhancing Lottery Advertising Through the Power of the Past 

Kayla Kassis, Research Manager, California Lottery 

Kim Short, Senior Vice President, Brand Health Tracking, Ipsos 

The decades following World War II painted a picture of prosperity and progress. Globalization spurred economic growth, iconic brands emerged, and life expectancy rose. For those who came of age between 1950 and 2000, it was an era of relative peace and optimism – a golden age. However, the landscape has shifted dramatically with recent events like the pandemic, inflation, and global conflicts. Consumers now find themselves yearning for the comfort and simplicity of the past. This presents a golden opportunity for brands, especially lotteries, to tap into this nostalgia and forge deeper connections with their audience. Join us as we explore the power of nostalgia and its impact on lottery advertising:  

  • Understanding the Shift – We'll delve into the major forces shaping American thought today and how they contribute to the longing for simpler times.  

  • Nostalgia as a Marketing Tool – Discover how nostalgia marketing effectively addresses consumer desires during uncertain times and creates powerful emotional connections. 

  • California Lottery Case Study – Witness the compelling results of the California Lottery's nostalgia-driven television campaigns and their impact on brand engagement.  

  • Implementing Nostalgia in Your Lottery – Learn practical strategies to incorporate nostalgia into your own lottery's marketing efforts and enhance your brand's appeal. 

Leave this presentation equipped with valuable insights into the American mindset and actionable strategies to leverage nostalgia and hope in your lottery's brand marketing. 

4:00pm – 4:30pm 
Roundtable Discussion – NASPL Matrix Research

Jake Coy, Director of Vendor Relations, NASPL

4:45pm – 5:15pm

Powers Awards and Ott Brown Scholarship Presentation 

Celebrate industry excellence with the annual Powers Awards and Ott Brown Scholarship! 

The prestigious annual NASPL Powers Awards are presented in recognition of the significant contributions lottery and vendor employees have made through exceptional job performance. NASPL also awards one lottery professional the Ott Brown Scholarship each year, enabling the recipient to participate in the NASPL Lottery Leadership Institute at no cost. 

Wednesday, July 24 

 

9:00am – 10:15am

General Session – Leadership & Overcoming Obstacles for Pioneering Innovation 

Jeff Koterba, Speaker, Author, and Creativity Coach  

 

10:15am – 10:30am

Networking Break 

 

10:45am – 11:15am

Agile Research Platform 

Audrey Pate, Senior Manager of Global Lottery Insights, IGT 

IGT has developed an Agile Research Platform that harnesses the power of at least two million adults in the United States willing to answer a survey within 24 hours of receipt. Powered by one of IGT’s research partners, but executed by IGT researchers, this tool enables users to get valid results on a variety of topics in short time frames. This presentation will cover the Agile panel platform, the methodologies available, how this tool can help internal managers initiate new market research, and more. Attendees will learn that conducting lottery-related market research does not always require a full-service approach; there are flexible, responsive programs that can address research needs using a complete DIY platform for primary research. If appropriate, these tools provide the level of research needed at a lower cost. Attendees will learn the criteria we use to evaluate whether a project aligns for execution through an agile panel or through a traditional study involving a third-party. Additionally, we will address how to educate internal customers about new methodologies and how these new methods can help them achieve research goals.   

 

11:30am – Noon

The Power of Powerball in 2024 

Simon Jaworski, Founder & Chief Executive Officer, Lotto Research 

In 2024, MUSL commissioned Lotto Research to conduct the most expansive Powerball research study ever conducted in the United States. With more than 43,000 completed interviews, the research examines the literal “power” of the Powerball brand, and its place among some of the most recognized brands in America. Take a deep dive into the brand values Powerball currently embodies, where it needs to improve, which brands Powerball should partner with moving forwards, and the words and phrases most connected with the leading lottery brand in America. 

Combined session with Marketing, Product Management and Sales 

 

Noon – 1:30pm

LUNCH  

 

1:45pm – 2:15pm

Optimizing Scratch-Off Sales: A Deep Dive Into Player Behavior and Retail Strategies 

Rohit Nair, Vice President of Innovation, Ipsos 

Scott Morasch, Senior Vice President, Ipsos 

Anastasya Kroyer, Data and Research Analyst, Florida Lottery 

The Florida Lottery boasts one of the nation's largest scratch-off game markets. In FY 2023, scratch-off games generated approximately $7 billion, constituting a substantial 72% of the Florida Lottery's total sales. Consequently, optimizing scratch-off sales is paramount, making effective display, merchandising, and promotion strategies within retail environments essential for success. 

In 2023, the lottery embarked on a comprehensive exploration of the retail player journey and experience. Their primary goal was optimizing their scratch-off display and dispensers at retail and improving player engagement across different store formats. A pivotal question emerged: Should Scratch-off dispensers be organized by price point or game type to maximize visibility and drive sales? 

To gain comprehensive insights, a multi-phased research approach was adopted, drawing upon methodologies commonly employed in the Consumer Packaged Goods (CPG) and Fast-Moving Consumer Goods (FMCG) sectors. These included: 

  • Planogram and layout assessment of different dispenser configurations using eye-tracking technology. 

  • Quantitative testing of dispenser planogram configurations using a simulated shopping experience. 

  • Auto-ethnography with lottery players to capture their entire store journey experience. 

The research findings provided actionable insights that guided the Florida Lottery in optimizing planogram design and maximizing product visibility, ultimately leading to increased sales and player engagement. This presentation will highlight the key findings and business implications from the Florida Lottery’s comprehensive research on this topic, offering valuable insights for optimizing scratch-off sales. 

 

2:30pm – 3:00pm

Let’s Take a Journey Into the Numbers: A Deep Dive Into Prize Structures 

Pollard Banknote 

How do the prize structures of top-performing games differ from bottom performers? In this session, we’ll uncover the not-so-secret world of game prize structures! Why do top performers in lotteries tend to have longer overall odds, even though they offer better prize payouts? We’ll walk through break-even and near-break-even prize payouts and the concept of “chatter-level prizes.” But it’s not just about prize size – player behavior after winning also plays a role. Do winners tend to reinvest their winnings in more tickets? And what about the types of prizes players prefer – do they lean towards convenient retail redemptions or bigger prizes that require a trip to the claim center? Join us as we uncover the answers to these questions and the secrets behind successful game prize structures. It’s a journey worth taking! 

 

3:00pm – 3:15pm

Networking Break 

 

3:30pm – 4:00pm

Leveraging AI for Lottery Innovation: Uncovering Opportunities and Enhancing Concepts 

Scott Morasch, Senior Vice President, Ipsos

Rohit Nair, Vice President, Ipsos 

The lottery industry faces the ongoing challenge of attracting and engaging players while adapting to evolving consumer preferences. Artificial Intelligence (AI) offers powerful tools to address these challenges by providing data-driven insights and facilitating innovative concept development. This presentation will explore how AI can be effectively utilized in lottery innovation, focusing on addressing unmet player needs and enhancing the concept development process. Key areas of discussion will include: 

  • Evolving Player Preferences – Utilizing AI to analyze player data and market trends to understand changing preferences and identify opportunities for innovation. 

  • Identifying Unmet Needs – Exploring how AI can reveal hidden patterns and previously unrecognized needs within player segments, providing valuable insights for concept development.

  • AI-Driven Concept Generation – Examining the role of AI in brainstorming and developing creative lottery concepts that align with identified needs and market trends. 

  • Concept Optimization and Refinement – Understanding how AI can assist in refining concept wording, prize structures, and marketing messages to maximize player appeal and market potential. 

  • Predictive Market Analysis – Leveraging AI models to assess the viability of new lottery concepts and predict their potential success, enabling data-driven decision-making. 

The presentation will showcase real-world examples of how AI has been successfully applied in innovation, leading to the development of engaging and successful products. Attendees will gain practical insights into leveraging AI effectively for concept development and driving innovation within the lottery industry. 

Combined session with Marketing and Sales 

 

4:15pm – 4:45pm

New Jersey Lottery: Winning the Under-40 Crowd 

James Carey, Executive Director, New Jersey Lottery 

Combined session with Product Management

5:30pm – 7:30pm

NASPL Networking Reception 

The Durham Museum 

Thursday, July 25 

 

9:00am – 9:15am

Closing Remarks From Our Host  

Brian Rockey, Director, Nebraska Lottery  

 

9:15am – 10:15am

General Session – TBA 

 

10:15am – 10:30am

Networking Break 

 

10:30am – 11:15am

General Session – Identifying and Mitigating Points of Failure: Building a Business Resiliency Program 
Cathleen Atchison, Business Continuity Program Manager, Oregon Lottery 

 

11:30am – Noon

Accelerating Sales and Retailer Onboarding Through Digital Transformation
Kelly Green, Chief Strategy Officer, Patterson Pope


Join us for an insightful session on how digital transformation can significantly accelerate sales and streamline retailer onboarding processes. This session will delve into the technology and strategies included in the P2 Lottery Automation System, focusing on practical applications and real-world solutions. Attendees will learn how to leverage automation, data analytics, and digital tools to enhance efficiency, improve retailer experiences, and drive sales growth.
Key topics include:

  • Integrating digital tools for seamless retailer onboarding

  • Utilizing data analytics to identify and target high-potential retailers

  • Automating sales processes to reduce manual effort and increase productivity

  • Case studies showcasing successful implementations and outcomes

This session is designed to provide valuable education on the benefits and implementation of digital transformation within the lottery industry, offering potential solutions that can be tailored to various organizational needs. Don’t miss this opportunity to learn how to harness technology to transform your sales and retailer onboarding processes effectively.

Combined session with Marketing and Sales 

 

Noon – 1:30pm

LUNCH  

 

1:45pm – 3:00pm

Roundtable Discussion – What Are the Biggest Challenges Facing Your Organization? 

 

3:00pm – 3:30pm

Final Networking Break 

The connections made at PDS lead to new ideas, friendships and business successes. Spend this dedicated time mingling, establishing new professional relationships, and strengthening existing ones. Share a beverage, exchange contact information and connect with others before departing. 

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