34 PUBLIC GAMING INTERNATIONAL • JANUARY/FEBRUARY 2026 sellout penetration (+3%). Within three months of launch, the game attracted nearly 700,000 players, growing to 900,000 in the following quarters. Based on player-panel surveys and observation, Brightstar Italy found that the profile of POP players skewed slightly younger (average age 48.5) and more male (52.5%) than the general instant ticket base. Notably, the game appealed strongly to segments that are typically harder to engage, including selective players (24.6%), who were much more oriented toward entertainment and greater engagement with the game. These early adopters were drawn to POP’s standout graphics and the novelty of color-based mechanics. Post-Launch: Turning Feedback into Features While the team now understood which aspects of the game players appreciated, a qualitative post-launch study revealed why some players, after an initial burst of enthusiasm, had begun to trail off. “The game’s ability to attract attention and drive sales was significant. Players recognized the graphic distinctiveness of the proposal, and they perceived it as offering a good level of entertainment compared to other games,” says Federica. “But what we learned from the ‘abandoners’ – who had purchased the game five or more times in the previous month before deciding not to buy it again – is that they desired a more involved, extended-play style game to sustain their interest.” Rather than consider it a setback, the product team saw it as an opportunity to further develop the game’s potential and harness more of Infinity Instants’ capabilities to deliver entertaining products that are color and feature rich. They launched a structured evolution process, which included defining new proposals for the 5€ game and an upgrade to 10€, developing different product concepts that would increase the level of entertainment. This new phase of product development yielded proposals for games that were uniquely possible to create with Infinity Instants technology. The team performed qualitative and quantitative testing on both the 5€ and 10€ proposals, and as a family, to determine likeability and preferences. The new concepts were tested with current 5€ players, abandoners, and 10€ ticket buyers, to ensure broad Following a launch, lotteries can pivot to more closely match the game attributes that prove to be most desired by players in that market. Infinity Instants technology, by virtue of its design, offers more options for doing so.
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