36 PUBLIC GAMING INTERNATIONAL • NOVEMBER/DECEMBER 2022 Qualitative Science Not all of the science inside the company’s innovations are driven by hard, quantitative data. Scientific Games’ Consumer Insights Team has a long history of collecting meaningful qualitative information on players. That information is equally rich in its ability to provide insights that can be used to create products and services that enable lotteries to realize their vision and achieve their objectives. At the foundation of Scientific Games’ player research is its ONE Segmentation. ONE looks beyond the who and the what of player behavior to get to the why – the motivations behind the behavior. Knowing that a certain consumer type buys a certain product (the who and the what) is helpful, but knowing why they purchase that product can be transformative in how a lottery designs and builds future products. Originally launched in 2014, the company recently completed the next generation of its ONE Segmentation. Tim Menzia, Scientific Games’ Director of Consumer Insights: “Consumer motivations remain fairly stable over time, but there are countless other factors like technical advancements, changes in government policy, and, most recently COVID, that can significantly affect consumer behavior. So it’s important that we look at our ONE Segmentation periodically to ensure that it reflects what is actually happening in the marketplace.” An excellent example of how Scientific Games applies both behavioral and motivational player insights to its product design process is the company’s SCiQ retail ecosystem. Both SCiQ Vista and SCiQ SlimLine clearly display the number of the next ticket in the instant scratch game pack so that players can easily see what ticket number they are buying. Jeff Martineck, Scientific Games SVP of Product Innovation: “Years of consumer research and retailer interviews made it clear that knowing the ticket number was a buying strategy for core players, but a pain point for retailers. Once we understood that, we were sure to ‘bake’ that learning into our design of SCiQ. By clearly displaying the number of the next ticket, SCiQ enables players to get the information they want without being a burden to the retailer. It’s a win-win. But we had to understand that nuance to make it happen.” The Science is Here to Stay Scientific Games has been integrating science into everything it does for almost five decades – it is a part of their DNA. The company was built and named on the premise that science should be at the core of every product it delivers – every ticket, every game, every terminal, every digital solution, every back office system. There is an inherent integrity in designing and building products based on science, an integrity that Scientific Games’ lottery partners have come to expect. Creating innovative new products that players want is only a part of the equation. It is also vital that those products be delivered, purchased, and played safely and securely. And that balance – creating safe and secure products that players want to play – requires real, data-based science. There is no doubt that Scientific Games’ heritage of creating solutions grounded in science has delivered results. The company’s lottery partners are some of the highestperforming lotteries in the world and continue, year after year, to deliver increased revenues to the good causes they support. As Scientific Games enters its 50th year in 2023, lotteries will hear more about why those five decades of the science inside its products and services strikes the right balance between the wisdom of the past and the innovation of the future. MAP™, Infuse™, OrderCast™, GameChoice™, ONE™, and SCiQ®, are trademarks of Scientific Games, LLC. © 2022. All rights reserved. Optimove® is a registered trademark of Mobius Solutions, LTD, © 2022
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