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Colorado Lottery Tracking Study Presentation March 2012 (W4)

Colorado Lottery Tracking Study Presentation March 2012 (W4). for Colorado Lottery by Simon Jaworski. Colorado Lottery Tracking Study: Content. Background , Objectives & Methodology Key Findings & Recommendations Ad Awareness

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Colorado Lottery Tracking Study Presentation March 2012 (W4)

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  1. Colorado Lottery Tracking Study Presentation March 2012 (W4) for Colorado Lottery by Simon Jaworski

  2. Colorado Lottery Tracking Study: Content Background, Objectives & Methodology Key Findings & Recommendations Ad Awareness Second Chance Drawings, Social Media, Website & Benefits Overall Lottery Playership Scratch Games Multi-State Jackpot Games – Powerball & Mega Millions Other Drawing Games – Lotto, Cash 5, MatchPlay Game Satisfaction, Jackpot Triggers Online Lottery Purchases & Event Sponsorship Colorado Lottery Segments Analysis – W4 Tracking

  3. Background • TRiG is conducting a point-in-time tracking study for Colorado Lottery and Scientific Games: • Wave 1: April 18- April 26 (conducted for CO Lottery and Cactus) • Wave 2: June 3- June 13 (conducted for CO Lottery and Cactus) • Wave 3: September 19 - September 29 • Wave 4: February 23 – March 5 • TRiG has been conducting this study with the following focal points: • Data Continuity with historical Colorado Lottery tracking studies • Ensuring data collected online comports with previous RDD only studies • Managing sample to be reflective of overall Colorado population • There are two key goals for this Colorado Lottery Point-In-Time Tracking Study: • To give the Lottery and Scientific Games accurate and relevant information, to enable both parties to make sound business decisions based upon market trends. • To enable the Lottery to use the new Tracking Data in conjunction with the historical information captured over the previous Telephone Tracking Study, and to make both the study and the data a seamless integration into the lottery’s business plan, on a weekly, monthly and annual basis.

  4. Methodology • 600 Colorado respondents participated in a 15 minute online survey in Wave 4 • The respondents: • Must be older than 18 years of age • Must not have moral objections to Colorado running a state lottery • Must not work for an advertising agency, market research company, marketing consultant, any type of Lottery or a store that sells lottery tickets • Phone respondents must not have internet access • Margin of Error – Statistical Sample Accuracy at 90% confidence on n=600 completes is+ or – 3.4%

  5. Sample Frame • W1 (N = 596 completes) • W2 (N = 601 completes) • W3 (N = 604 completes) • W4 (N = 600 Completes) *Percentages total more than 100% as respondents were allowed to select more than one answer choice

  6. Key Findings

  7. Key Findings (1) – Ad Awareness & Social Media • 60% of Coloradoans recall viewing or hearing Colorado Lottery advertising within the past month, down from 63% in W3 to the lowest level for two years. • However, Multi-state drawing game unaided ad awareness is up significantly from Wave 3, with Mega Millions at its highest level for more than a year at 15%. • Powerball and Mega Millions total Ad awareness is up significantly, while Ad awareness of other games is down across the board. • 80% of Coloradoans utilize social media. 71% are Facebook users and 15% are on Twitter, both up significantly in Wave 4. • Those who have viewed the CO Lottery brand within the Facebook and Twitter social media channels have been impressed with the quality of the content. • The Social Media content areas that stoked the most interest among respondents were related to ‘Winning Numbers’, ‘Current Jackpot Amount’ and ‘Contests and Promotions’. • The CO Lottery website is the most popular communication channels for winning numbers and contest/promo information. Interest in receiving information on contests and promotions via Facebook is up significantly this wave.

  8. Key Findings (2) – Multi-State Games & $2 Powerball • Powerball playership is up significantly from Wave 3, from 54% to 59%. • However, only 43% Coloradoans played at least one CO Lottery game in the past month in W4, down from the 50%+ levels in mid-2011. This decline is being driven by Scratch Game playership numbers being down. • Powerball spend, in the $2 game era, is up in for spend per play and in average spend per month. • Mega Millions spend is also up ‘per play’, and also up significantly ‘per month’ from W3. • 40% of all Powerball players typically spend more than $10 in a month on new $2 Powerball. • 42% of players spent $6 or more the last time they played, up significantly from Wave 3; the highest of any wave to date. • Awareness and understanding of Mega Millions should be a #1 priority for the Colorado Lottery moving forward as there is a great opportunity to increase player penetration and trial.

  9. Key Findings (3) – $2 Powerball • 33% of $2 Powerball ‘lapsed’ players (not played in the past month) wait until the Powerball jackpot hits $100m. • Only 40% of Powerball players are aware of improvements made to the game • The most mentioned examples of improvements were ‘bigger jackpots/higher payouts’ and the ‘price change’. • Among those players who have continued to play Powerball, 82% state that they will continue playing Powerball now that it is a $2 game. Only 6% say they will stop playing. • 40%of $2 Powerball players will spend $11 or more on $2 Powerball in a typical month. • 40% of Powerball players are aware of the changes to the Powerplay feature, and 75% are not changing their Powerplay playership behavior in Wave 4. • 83% of PowerPlay players say they will continue to play Powerplay despite the introduction of the $2 Powerball ticket, (up significantly in W4).

  10. Key Findings (4) – Jackpot info., Spending & Issues • The most effective source of jackpot information is ColoradoLottery.com followed by television news and outdoor advertising. • Facebook is the #1 single source where players would like to hear about Jackpots, with emails #2. • 64% of players will spend roughly the same on all games, including Powerball, as Powerball increases to $2, with 53% of these players keeping spend across all games the same, and 11% altering their levels by game. • 19% would increase spend overall, 10% would decrease spend overall. • As the $2 Powerball game has become a reality, the percentage of players keeping spend levels the same has risen dramatically in Wave 4. • Average spend figures for Lotto are up significantly in Wave 4. • Satisfaction levels for all games except Lotto are hovering around 40%. Scratch Game satisfaction is down significantly in Wave 4.

  11. Key Findings (5) – Scratch Games • The average Scratch game spend ($) figures(both last time played and per month) are up significantly in Wave 4. • However, Scratch Play for both Past Year and Past Month is down again in Wave 4. • 53% of all players spent less than $5 the last time they played Scratch Games, down significantly from Wave 3. Both these facts indicate that the more casual player is not currently coming into the market. • Having less money available to spend is the key driver behind decisions to spend less on Scratch Game, however there was been a bump in those who ‘felt they didn’t win enough’. • Super Lemon-Lime Crossword and Wheel of Fortune are the most preferred $5 Instant Scratch Games among players. • Almost half of Scratch players would be interested in playing Scratch style Lottery games online.

  12. Key Findings (6) – Proceeds, Playership & Purchasing • 58% of Coloradoans are aware of Second Chance Drawing. Almost 1/3 of respondents that are aware of Second Chance Drawings, participate in them. • Lottery players are generally very satisfied with the number of outlets available to purchase tickets. Only 6% of players claim there are not enough Lottery outlets • The number of Past Year Lottery players claiming to have experienced an issue due to store employee’s lack of knowledge, declined significantly in W4. • Close to two out of three Coloradoans indicated a likelihood to purchase lottery games in the future, similar to the last two waves. • 36% of players would be interested in buying tickets online for other state’s drawing games. 45% of players are interested in purchasing CO Lottery drawing game tickets online. • The most recognized CO Lottery Community Outreach Programs are the Colorado State Fair and the Taste of Colorado. However half of all Coloradoans think none of the programs are in this list.

  13. Recommendations • The Colorado market already appears to have adjusted to the $2 Powerball game. • Game Awareness, Ad Awareness and understanding of Mega Millions should be the #1 priority for the Colorado Lottery moving forward, as there is a great opportunity to increase player penetration. • Looking at days where Players claim to play, the largest opportunity to increase Lottery purchases is Tuesday. Weekends and Wednesdays are already strong (as with most historical Powerball states). This can go hand in hand with a strategic build of Mega Millions. • There appears to be a strong case for an increased use of Social Media in Lottery communications, specifically to ensure all players, especially the youngest age group, are aware of ‘Winning Numbers’, ‘Current Jackpot Amount’ and ‘Contests and Promotions’. • There does appear to be an opportunity in further educating Coloradoans about where the Lottery money proceeds are spent, especially with the Outreach program numbers from Wave 4.

  14. Ad Awareness

  15. Past Month CO Lottery Ad Awareness • 60% of Coloradoans recall viewing or hearing Colorado Lottery advertising within the past month, down from 63% in W3 to the lowest level for two years. (n = 596) (n = 601) (n = 604) (n = 600) Note: Solid arrows indicate Wave 4 significantly higher/lower than Wave 3 at 95% confidence level Arrow outlines indicate Wave 4 significantly higher/lower than Wave 3 at 90% confidence level Q1. In the past month have you seen or heard any advertising for Colorado Lottery games?

  16. Games Advertised Past Month – Unaided Ad Awareness Total Market • However, multi-state drawing game unaided ad awareness is up significantly from Wave 3. • Mega Millions Unaided Ad Awareness is at its highest level for more than a year at 15%. W1 W3 W2 W4 (n = 596) (n = 601) (n = 604) (n = 600) Note: Solid arrows indicate Wave 4 significantly higher/lower than Wave 3 at 95% confidence level Arrow outlines indicate Wave 4 significantly higher/lower than Wave 3 at 90% confidence level Q2. Please list which Colorado Lottery games you have seen advertised in the past month?

  17. Games Advertised Past Month – Total Ad AwarenessTotal Market • Powerball and Mega Millions total Ad awareness is up significantly, while Ad awareness of other games is down across the board. W4 W1 W3 W2 (n = 600) (n = 596) (n = 601) (n = 604) Note: Solid arrows indicate Wave 4 significantly higher/lower than Wave 3 at 95% confidence level Arrow outlines indicate Wave 4 significantly higher/lower than Wave 3 at 90% confidence level Q2. Please list which Colorado Lottery games you have seen advertised in the past month? Q3. Which of the Colorado Lottery games have you seen or heard advertising for in the past month?

  18. Colorado Lottery, Social Media, Website, Loyalty Club & “Sign & It’s Yours” Campaign

  19. Social Media Websites Used • 80% of Coloradoans utilize social media. • 71% are Facebook users and 15% are on Twitter, both up significantly in Wave 4. W4 W1 W3 W2 (n = 600) (n = 596) (n = 601) (n = 604) Note: Solid arrows indicate Wave 4 significantly higher/lower than Wave 3 at 95% confidence level Arrow outlines indicate Wave 4 significantly higher/lower than Wave 3 at 90% confidence level Q7. Which of the following Social Media websites do you actively use (or visit frequently)?

  20. New Questions Presence of CO Lottery Brand on Facebook/Twitter • Those who have viewed the CO Lottery brand within the Facebook and Twitter social media channels have been impressed with the quality of the content. W4 Saw CO Lottery Brand on… “Liked”/“Follow” the CO Lottery Brand on… Quality of Content on… Facebook Twitter (n = 43***)^ (n = 7***)^ (n = 425*) (n = 82**) Facebook (n = 89*) (n = 13**)^ Twitter Mean Rating: 7.6 8.4 Top 3 Box: 58% 86% ^ Caution small base size *Base=Respondents who actively use/visit Facebook **Base=Respondents who have seen the CO Lottery brand on Facebook/Twitter ***Base=Respondents who have “liked”/ “followed” the CO Lottery on Facebook/Twitter. Q7AW4. Have you seen the Colorado Lottery brand on… ? Q7BW4. Have you (IF FACEBOOK INSERT) "liked" (IF TWITTER INSERT) "follow“ the Colorado Lottery on Facebook/Twitter? Q7CW4 On a scale of 1 to 10, where 10 is an excellent quality that offers you everything you need to know about the Colorado Lottery and 1 is poor quality, how would you rate the Colorado Lottery on Facebook/Twitter?

  21. New Questions Presence of CO Lottery Brand on Facebook/Twitter • Coloradoans who have not yet ‘liked’/’followed’ the CO Lottery on social media definitely express an interest in doing so in the future (2:1 ratio). (small base sizes) W4 Reasons for Not being Interested in “Liking”/“Following” CO Lottery on Facebook/Twitter Interest in “Liking”/“Following” CO Lottery on Facebook/Twitter (n = 14**)^ (n = 39*)^ Facebook (n = 2**)^ (n = 6*)^ Twitter *Base=Respondents who have not “liked”/ “followed” the CO Lottery on Facebook/Twitter. **Base=respondents who would not be interested in “liking”/“following” the CO Lottery on Facebook/Twitter. Q7DW4 Would you be interested in "liking"/"following" the Colorado Lottery on Facebook/Twitter? Q7EW4 Why aren’t you interested in "liking"/"following" the Colorado Lottery on Facebook/Twitter?

  22. New Questions CO Lottery Content on Social Media • The content areas that stoked the most interest among respondents were related to ‘Winning Numbers’, ‘Current Jackpot Amount’ and ‘Contests and Promotions’. Desired Facebook/Twitter Content W4 (n = 425*) (n = 89*) *Base=Respondents who actively use/visit Facebook/Twitter Q7FW4 What kind of activity would you like to see from the Colorado Lottery on Facebook/Twitter?

  23. Social Media Access • The overwhelming majority of social media users utilize their PC to access these sites. • 37% access social media via mobile phone. W3 W4 (n = 427*) (n = 483*) Note: Solid arrows indicate Wave 4 significantly higher/lower than Wave 3 at 95% confidence level Arrow outlines indicate Wave 4 significantly higher/lower than Wave 3 at 90% confidence level *Base=Respondents who use social media Q7c. How do you access social media?

  24. Lottery Information Communication Preferences • The CO Lottery website is the most popular communication channels for winning numbers and contest/promo information. • Interest in receiving information on contests and promotions via Facebook is up significantly this wave. Contest and Promotion Info Winning Numbers Info W4 W3 W4 W3 (n = 600) (n = 604) (n = 600) (n = 604) Note: Solid arrows indicate Wave 4 significantly higher/lower than Wave 3 at 95% confidence level Arrow outlines indicate Wave 4 significantly higher/lower than Wave 3 at 90% confidence level Q7d. How do you prefer to receive winning numbers from the lottery? Q7e. How would you prefer to receive information about Lottery contests and promotions?

  25. New Questions Second Chance Drawing • 58% of Coloradoans are aware of Second Chance Drawing. • Almost 1/3 of respondents that are aware of Second Chance Drawings, participate in them. W4 Aware of Second Chance Drawing Interest in Second Chance Drawing Participate in Second Chance Drawing (n = 600) (n = 346)* (n = 346)* Mean Rating: 3.1 Top 2 Box: 35% *Base=Respondents who are aware of the Second Chance Drawing Q5. Are you aware of the Second Chance Drawing that the Colorado Lottery runs, which allows players to submit their losing tickets for an opportunity to still win prizes from a separate drawing? Q5BW4. Do you participate in the Second Chance Drawing that the Colorado Lottery runs? Q5AW4. Overall, how interested are you in the Second Chance Drawing that the Colorado Lottery runs?

  26. New Questions Getaway Package Interest • Steamboat Springs, Glenwood Springs and Estes Park are the leading getaway package destinations. W4 (n = 346*) Mean Rating: 3.0 2.9 2.8 2.5 2.5 3.1 2.8 3.2 2.8 3.2 2.6 3.1 3.0 2.9 2.8 3.2 3.1 2.8 Top 2 Box: 38% 33% 31% 21% 23% 38% 31% 44% 30% 44% 24% 42% 39% 35% 30% 44% 37% 31% *Base=Respondents who are aware of the Second Chance Drawing Q5cw4. Overall, how interested would you be in the prize of a complete getaway package (including accommodations and activities) to one of Colorado's most popular resort towns, if you could win it in the Second Chance Drawing that the Colorado Lottery runs?

  27. Overall Lottery Playership

  28. CO Lottery Games - PlayershipTotal Market • 74% of Coloradoans have played a CO Lottery game ever in Wave 4. • Powerball playership is up significantly from Wave 3, from 54% to 59%. Ever Played CO Lottery Games Games Ever Played W1 (n = 596) W2 (n = 601) W3 (n = 604) W4 (n = 600) Note: Solid arrows indicate Wave 4 significantly higher/lower than Wave 3 at 95% confidence level Arrow outlines indicate Wave 4 significantly higher/lower than Wave 3 at 90% confidence level Q13. Have you ever played any of [these] Colorado Lottery games? Q14. Which Colorado Lottery games have you ever played?

  29. Games Played In …Total Market • In W4, 64% of respondents have played CO Lottery in the past year. • 43% played at least one game in the past month in W4. … Past Year … Past Month 69% May-10 Note: Solid arrows indicate Wave 4 significantly higher/lower than Wave 3 at 95% confidence level Arrow outlines indicate Wave 4 significantly higher/lower than Wave 3 at 90% confidence level Q15. IN THE PAST YEAR, which of these Colorado Lottery games have you played? Q16. AND IN THE PAST MONTH, which of these Colorado Lottery games have you played?

  30. Outlets Where CO Lottery Tickets Purchased RegularlyTotal Market • 44% of respondents purchase tickets at Convenience Stores regularly. • 33% buy at Grocery Stores. W4 W1 W3 W2 (n = 600) (n = 596) (n = 601) (n = 604) Multiple answers accepted. 36% did not state an answer Note: Solid arrows indicate Wave 4 significantly higher/lower than Wave 3 at 95% confidence level Arrow outlines indicate Wave 4 significantly higher/lower than Wave 3 at 90% confidence level Q18. From which of the following outlets do you regularly purchase your Colorado Lottery tickets?

  31. New Questions Available Outlets to Purchase Tickets • Lottery players are generally very satisfied with the number of outlets available to purchase tickets. • Only 6% of players claim there are not enough Lottery outlets W4 (n = 385*) Are There Enough Outlets Available to Purchase CO Lottery Tickets? Where Else Would You Like to Purchase CO Lottery Tickets? *Base=Respondents who have played CO lottery games in the past year Q18AW4. Do you think that there are enough different outlets available for you to purchase your Colorado Lottery tickets? Q18BW4. Other than Convenience stores, grocery stores, liquor stores and restaurant/bars, where else would you like to be able to purchase your Colorado Lottery tickets?

  32. Issues Faced at Lottery Retail Stores • The number of Past Year Lottery players claiming to have experienced an issue due to store employee’s lack of knowledge, declined significantly in W4. • The most common issues experienced are out-of-stock games and game terminals/dispensers not working. W4 W1 W3 W2 (n = 385) (n = 409) (n = 393) (n = 390) Note: Solid arrows indicate Wave 4 significantly higher/lower than Wave 3 at 95% confidence level Arrow outlines indicate Wave 4 significantly higher/lower than Wave 3 at 90% confidence level *Base=Respondents who have played CO lottery games in the past year Q19. Which, if any, of the following issues have you faced at Lottery Retail stores over the past year?

  33. Likelihood to Purchase CO Games in the Future • Close to two out of three Coloradoans indicated a likelihood to purchase lottery games in the future, similar to the last two waves. • Only 17% stated they would be unlikely (definitely or probably not) to purchase in the future. Mean Rating: 3.9 3.8 3.7 3.8 Top 2 Box: 67% 63% 63% 63% (n = 600) (n = 604) (n = 596) (n = 601) Note: Solid arrows indicate Wave 4 significantly higher/lower than Wave 3 at 95% confidence level Arrow outlines indicate Wave 4 significantly higher/lower than Wave 3 at 90% confidence level 5-point scale where ‘5’ means Definitely Purchase and ‘1’ means Definitely Not Purchase Q23. How likely are you to purchase Colorado Lottery games in the future?

  34. Amount Spent on Scratch Games… • The average Scratch game spend numbers (both last time played and per month) are up significantly in Wave 4. • 53% of all players spent less than $5 the last time they played Scratch Games, down significantly from Wave 3. … Last Time Played … In Typical Month Mean: $10 $11 $8 $10 Mean: $21 $24 $14 $23 (n = 287*) (n = 279*) (n = 287*) (n = 279*) (n = 273*) (n = 273*) (n = 246*) (n = 246*) Note: Solid arrows indicate Wave 4 significantly higher/lower than Wave 3 at 95% confidence level Arrow outlines indicate Wave 4 significantly higher/lower than Wave 3 at 90% confidence level *Base=Respondents who have played Scratch games in the past year Q26. How much did you spend the last time you played Scratch games? Q27. Approximately how much do you spend on Scratch Games in a typical month?

  35. Why Spending Less on Scratch Games • Having less money available to spend is the key driver behind decisions to spend less on Scratch Game, however there was been a bump in those who ‘felt they didn’t win enough’. SPENDING LESS W1 (n = 97*) W2 (n = 87*) W3 (n = 93*) W4 (n = 83*) *Base=Respondents who are spending less on Scratch Games Q29. Why are you spending less on Scratch games? Is it because…? Note: Capital Letters indicate a significant difference across player groups at the 95% confidence level Lowercase Letters indicate a significant difference across player groups at the 90% confidence level

  36. Importance - Scratch Games Purchase – Why & What • ‘Having spare money’ is the key driver in decisions to purchase Scratch Games, followed by seeing the scratch tickets and also feeling lucky. PAST YEAR SCRATCH PLAYERS WHY MAKE SCRATCH PURCHASE? PAST YEAR SCRATCH PLAYERS WHAT DRIVES SCRATCH CHOICE? W1 (n = 287*) W2 (n = 279*) W3 (n = 273*) W4 (n = 246*) * Base=Respondents who have played Scratch games in the past year Q30. Please think about the last time you bought Scratch games. Below is a list of reasons that may or may not have been important to you in deciding to buy these Scratch games. Please check whether each reason was important or not important in deciding to buy the Scratch games. Q31. Below is a list of reasons that may be important when you’re deciding WHICH Scratch ticket to buy. Please indicate whether any of the following reasons are important to you in choosing which Scratch games to play.

  37. New Question $5 Game Preference • Super Lemon-Lime Crossword and Wheel of Fortune are the most preferred $5 Instant Scratch Games among players. W4 $5 Scratch Game Tickets Like Best (n = 63)* Base=Respondents who have played $5 games in the past week or past month Q25cW4. And which of the following $5.00 Scratch Game tickets do you like best?

  38. New Question Interest in Online Scratch Games • Almost half of Scratch players would be interested in playing Scratch style online Lottery games. W4 (n = 246)* *Base=Respondents who have played Scratch games in the past year Q32BW4. Would you be interested in playing Lottery games online, such as specially designed instant win scratch games where you virtually scratch to see if you have won?

  39. Multi-State Games &

  40. Amount Spent on Powerball & Mega Millions… • Powerball spend, in the $2 game era, is up in for spend per play and in average spend per month. • Mega Millions spend is up per play, and also up significantly per month from W3. • 33% of Powerball players who are lapsed players (not played in the past month) wait until the Powerball jackpot hits $100m. • 40% of all Powerball players typically spend more than $10 in a month. • 42% of players spent $6 or more the last time they played, up significantly from Wave 3- the highest of any wave to date. • More frequent players are less motivated by increasing jackpot sizes. • Weekly players are more motivated to play in $20-30 million jackpots. Spend Last Time Played – Mean $ Spend In Typical Month - $ W1 W2 W3 W4 $15$15 $12 $16 $15 $20 $8 $11 W1 W2 W3 W4 $8 $7 $8 $9 $7 $8 $4 $7 *Base=Respondents who have played Powerball in the past year Q34/47. How much did you spend the last time you played Powerball/Mega Millions? Q35/48. Approximately how much do you spend on Powerball/Mega Millions in a typical month?

  41. Jackpot Spend Trends • 38% of players will spend more as jackpot size increases • Half of players who spend more when the jackpot size grows increase their spend when the jackpot hits $100 million +. • Is player behavior adjusting to the new, higher jackpots? Amount at Which Spend More Spend More as Jackpot Grows Mean = $104m W3 (n = 116**) (n = 271*) W4 Mean = $123m (n = 261*) (n = 100**) Note: Solid arrows indicate Wave 3 significantly higher/lower than Wave 2 at 95% confidence level Arrow outlines indicate Wave 3 significantly higher/lower than Wave 2 at 90% confidence level *Base=Respondents who have played Powerball in the past year ** Base=Respondents who spend more on Powerball tickets as the jackpot grows Q38. Do you typically spend more on Powerball tickets as the jackpot grows? Q39. At what jackpot amount do you start to spend more on Powerball?

  42. Reasons for Playing POWERBALL • Half of Powerball players cite the “chance to win” as the key reason they play the game. (n = 271)* (n = 261)* Base=Respondents who have played POWERBALL in the past year Q33a What is the key reason that you play POWERBALL?

  43. New Questions $2 Powerball Changes – Awareness and Playership • Only 40% of Powerball players are aware of improvements made to the game • The most mentioned examples of improvements were ‘bigger jackpots/higher payouts’ and the ‘price change’. W4 Aware of Powerball Improvements? Improvements (n=105**) (n=261*) *Base=Respondents who have played Powerball in the past year ** Base=Respondents aware of Powerball improvements Q39ABW4. Are you aware that the Powerball game has made some improvements recently? Q39ABCW4. What improvements has Powerball made?

  44. Powerball Game Changes • Among those players who have continued to play Powerball, 82% state that they will continue playing Powerball now that it is a $2 game. • Only 6% say they will stop playing. • 40% will spend more $11 or more on $2 Powerball in a typical month. W4 (261)* Will you continue playing Powerball now that the games changed to $2 ticket? Spend on $2 Powerball in a typical month? Mean: $16 *Base=Respondents who have played Powerball in the past year Q39BAW4. Now that the Powerball game has made some improvements … will you still play Powerball? Q39e. How much will you spend on a $2 Powerball game in a typical month?

  45. New Questions PowerPlay Feature – Awareness and Playership • 40% of Powerball players are aware of the changes to the Powerplay feature. • Of those are of the changes, 75% are not changing their playership behavior in Wave 4. W4 Aware of PowerPlay Changes? Playership Since Change (n=104**) (n=261*) *Base=Respondents who have played Powerball in the past year ** Base=Respondents aware of PowerPlay changes Q39AW4. Are you aware that the PowerPlay feature of Powerball has had some changes recently? Q39BW4. Are you playing PowerPlay feature of Powerball more, less, or about the same now that it has changed?

  46. PowerPlay Feature – Now and Future • Just under half of Powerball players play PowerPlay in Colorado. • 83% of PowerPlay players say they will continue to play Powerplay despite the introduction of the $2 Powerball ticket, up significantly in W4. Will you will play PowerPlay ifPowerBall increases to $2? Do you currently play the PowerPlay feature of PowerBall? W3 (n=271)* (n=139)** W4 (n=261)* (n=119)** *Base=Respondents who have played Powerball in the past year ** Base=Respondents who play PowerPlay feature of PowerBall Q39a. Do you currently play the PowerPlay feature of Powerball for an extra $1…? Q39d. Now that the Powerball game increased from a $1 game to a $2 jackpot game, will you still play PowerPlay…?

  47. Impact of $2 Powerball on Total CO Lottery Spend • 64% of players will spend roughly the same on all games, including Powerball, as Powerball increases to $2, with 53% of these players keeping spend across all games the same, and 11% altering their levels by game. • 19% would increase spend overall, 10% would decrease spend overall. Total Past Week Past Month Past Year (n=261) (B)(n=92)* (C)(n=65)* (D)(n=101)* D D c C B Note: Letters indicate a significant difference across player groups at the 95% confidence level *Base=Respondents who have played Scratch games in the past week, month, year Q39f. How will a $2 Powerball game affect your spending on the range of Lottery games you currently play, including Powerball?

  48. Impact of $2 Powerball on Total CO Lottery Spend • As the $2 Powerball game has become a reality, the percentage of players keeping spend levels the same has risen dramatically in Wave 4. W2 W3 W4 (n = 257) (n = 271) (n = 261) *Base=Respondents who have played Scratch games in the past week, month, year Q39f. How will a $2 Powerball game affect your spending on the range of Lottery games you currently play, including Powerball?

  49. Powerball and Mega Millions interaction • 61% of respondents who play Powerball and Mega Millions spend the same on both games regardless of the size of each game’s jackpot. • 15% of those who play Powerball and Mega Millions will increase Mega Millions spend if jackpot is high, while maintaining Powerball spend. (n = 152*) (n = 104*) (n = 138*) (n = 112*) Note: Solid arrows indicate Wave 3 significantly higher/lower than Wave 2 at 95% confidence level Arrow outlines indicate Wave 3 significantly higher/lower than Wave 2 at 90% confidence level *Base=Respondents who have played Powerball and Mega Millions in the past year Q50. When the Powerball jackpot is low, and Mega Millions jackpot is high, do you…?

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