Industries | Lotteries & Gaming Industries
Lotteries & Gaming Industries
Even in these times of hard-work, there is plenty of spare time to be filled, and products to be purchased that enhance leisure time. Colmar Brunton has significant expertise on how consumers will spend discretionary income on leisure activities such as sports, gaming and lotteries.
The lottery and gaming industries face a market that is more dynamic, competitive, and globalised than ever before. In this rapidly-changing market, industry leaders are faced with tough questions, from how to maintain player interest in maturing games to what new gaming concepts have the greatest potential to succeed.
At Colmar Brunton, we revel in the challenge of opening the door to new opportunities.
We have conducted hundreds of studies, including:
- new product development,
- tracking,
- international trends,
- secondary research,
- ad testing,
- internet surveys,
- web-based product testing
We have provided clients with the insight and understanding crucial to effectively determine:
- Customisation of product and service offerings to life style/life stage sub-segments
- Delivery of communication strategies which appeal and are relevant to the key target segments in the marketplace
- Optimising sales and marketing resources to grow acquisition, retention and customer share
- Positioning to maximise penetration in the gaming market through effective differentiation based on customers' needs.
- Effective brand strategies.
For the lotteries category, Colmar Brunton appreciates the need to segment beyond simple usage and frequency statistics. Our approach to segmentation is an extremely thorough one. We don't just want to understand what people play and when; we want to develop an understanding as to the needs and motivations of players and an understanding of where our clients' brand offerings currently fit into these needs.
We have conducted hundreds of studies in this area for not only the gaming industry but also in such categories as:
- tourism
- banking
- insurance
- road assist
- food
- shoes
- media
In addition, Colmar Brunton currently helps some of Australia's highest profile advertisers gain better results from their advertising budgets. Many ads currently seen on TV or seen in the newspaper or received in the form of a brochure have benefited from our research.
Lottery and gaming companies use us throughout the entire process to provide research insights, and in some cases, even creative for campaigns. A key area of our advertising research is effectiveness tracking while the campaign is in progress and also post-campaign evaluation.
Colmar Brunton has also conducted qualitative research into player perceptions of winning, and the communication of winning stories to players.
We also have extensive experience researching product enhancement ideas across each of the national lotto brands and scratch-it products.
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