程阳：英楚乐INTRALOT
彩票移动终端的新看点
Lottery Number Games Reloaded: Bringing Games a “TAP” away
from players
Renewing the player experience of number games, especially in
retail and particularly for younger demographics, has been
mind-boggling for Lotteries. Although Lotteries worldwide have been
making many efforts to modernize this gaming offering by providing
for example more appealing prizes and using more attractive
play-slips, the main concept of participating to these games has
remained al
most the same. Building up player interest for the so-called
traditional games is a serious objective: these games make up for
2/3 of total lottery sales1, while they contribute
over-proportionately to profits and good causes
internationally.
Having this goal in mind and leveraging NFC (Near Field
Communication) technology2, INTRALOT sought to innovate along
several lines: (a) playing existing number games in new ways, at
all times and across locations; (b) expanding the idea of selecting
number sequences into selecting sequences of numbers across
different locations to achieve intermediate or final goals; (c)
bringing in traffic but also excitement to a geographic area by
creating specific, location-based game events linked to particular
numerical stimuli.
NFC: Every Place Becomes a Play
Tap’n’Play Games by INTRALOT refers to a new family of games
that enables Lotteries to bridge the distance between land and
mobile gaming by NFC technology and incorporating it in Lottery
gaming. Players need only to “tap” their smart phone on any
possible surface to enter the game. Games or gamified promotions of
lottery games may be offered in store or out of store: on posters,
shop windows, tables, bus stop display areas, football events
ticket booths, etc – practically any surface can become a play
surface.
Tap’n’Play covers a wide spectrum of game categories, from
traditional to skill and knowledge games. The look & feel of
the game is customized and optimized according to the needs,
objectives, branding assets and design guidelines of each
lottery.
‘Tap’n’Play Lottery’, ‘GameSpot’ & ‘GameTrails’ games can
be offered through the existing Lotteries’ License for land-based
gaming. A paperless gaming environment where Lotteries engage their
current players more, step into new channels and capture the
dynamic younger population with an interactive family of games is
created.
Whether simply selecting numbers, or searching for a winning
spot or even following a route, players are presented with a new
gaming experience - “everywhere- anywhere-interactive”. Players
respond very well to the fun embedded in the new idea: young
people’s intention to play even a simple Tap’n’Play numbers game
more than doubles compared to the same game when a traditional play
slip is used.
Merging the real with the virtual by a single
tap
Incorporating NFC - powered games to its already diverse
portfolio of games serves INTRALOT’s strategy to provide to its
customers and players a Universal Gaming Experience, where lottery
games and entertainment are realized within a gaming interface that
connects players, games, mobile devices and retail stores in a
natural and seamless way.
Designed to build up a contemporary brand image, “Tap’n’Play”
enriches land-based Lotteries’ existing game portfolios with
interactive games currently unreachable for their land network. It
allows them to use the high penetration of mobile phones to reach
wider audiences, and connect with a younger dynamic demographic by
tapping into their needs for interactivity and fast paced
connectivity at the places they frequent and
socialize.
“Tap’n’Play” also introduces a new dynamic era to Lottery
Sales and Channel Management. It reduces the Lotteries’ dependence
on paper, thus their operating costs, while increasing their
operational hours allowing participation 24/7, anytime, anywhere:
on POS store window, outside POS (e.g. bus stop). From building new
channels to efficiently extending the operational capacity and
reach of the land-based network, to building traffic and revenue
within and across channels and store types, the possibilities are
just endless.
1 Source: La Fleur World Almanac 2012 – the percentage
includes Lotto, Numbers, Draw and other traditional
games
2 Near field communication is a set of standards for smart
phones and similar devices, such as tablets, to establish radio
communication with each other by touching them together or bringing
them into close proximity, usually no more than a few centimeters.
Communication is also possible between an NFC device and an
unpowered NFC chip, called a «tag».
