Companies that dig deeper within the wealth of data they gather from players can benefit both themselves and “power the customer experience”, according to Helen Taylor, head of EuroLotto at Cherry Group.


Speaking at an ICE TotallyGaming 2015 conference session entitled ‘Building a customer-focused brand fit for the future’, Taylor described how all players can be assessed in terms of financial value, engagement, gaming interaction and marketing flags.


Such business intelligence (BI) can be assessed so the company knows best how to interact with the customer, from automated email to snail mail, through to birthday greetings, surveys and offers.


The correct use of data in such interactions can “power the customer experience”, with Taylor showing that all actions and opportunities on EuroLotto’s website are centralised towards the ‘optimal customer experience’.


Taylor added that EuroLotto has recently conducted a review of its offering to customers and instigated changes that will help to improve a player’s experience. Paramount was that “mobile, tablet and desktop sites should be customised for each platform”, while ticket-buying has become simplified and navigation is now easier.


EuroLotto has also expanded its offering by increasing its product portfolio, which means it can appeal to a wider range of customers, particularly those younger players who are less likely to play lottery games. EuroLotto adds new games virtually every week, offers ‘free to try’ options and – as with the main lottery – primarily offers ‘wager small, win big’ games.


Taylor, speaking at London’s ExCeL, said: “The range of product portfolio should slow player burn-out, cross-sell and maximise revenue.”


Taylor is pleased with the impact affiliates have had on EuroLotto’s ability to attract younger players, especially through non-traditional routes such as coupon deal websites. EuroLotto has also sought to attract customers through social media, using Instagram competitions and using its live draw as an attraction on YouTube.


EuroLotto has also been successful in establishing itself as an ethical and responsible company. It promotes data safety and responsible gambling, and the company gives customers the option of choosing a charity to which a percentage of their net gaming revenue will be donated each month.


She added: “We want players’ experience to be positive, even if they don’t win.”