New IGT Research What Drives Player Loyalty?
A new IGT report outlines best practices and actionable strategies to harness the power of loyalty programs.
As lotteries compete for entertainment dollars and adapt to changing consumer behaviors, loyalty programs offer a powerful tool for boosting engagement and driving sustainable revenue growth.
To gain a deeper understanding of what drives player loyalty and share the findings with the industry, IGT’s Global Marketing Insights team partnered with Russell Research in 2024 to invest in a seven-country thought leadership study with over 7,000 consumers, among the largest study the two organizations have fielded together.
Surveying a general population of adult consumers, not morally opposed to playing lottery, a major piece of the study was dedicated to examining the benefits and perks of loyalty and membership programs that resonated most with lottery players.
IGT and Russell associate researchers also executed extensive desk research to identify the best-practice loyalty programs among non-lottery consumer brands, as well as perform a complete audit of existing lottery loyalty programs worldwide.
The insights revealed in the new report can help to inform lotteries’ strategies for player acquisition and retention, among other applications. Click to read more