Lottery Benchmarking and Success Factors - Benchmarks, Success Factors, and Best Practices 3rd Edition
MECN GmbH, September 2011, Pages: 110
Updated Benchmarking Report For The Global Lottery Industry Includes Analysis Of Sales, Costs, And Sales Channels
MECN is proud to present the 3rd edition of our study “Lottery Benchmarking and Success Factors”. The study again provides a wealth of information on lottery-specific industry benchmarks far beyond existing sales comparisons.
In addition, the 3rd edition includes many new analyses, in particular a greater number of analyses of the Internet/interactive segments and the benchmarking of responsible gambling measures.
NEW IN 3rd EDITION
– Many more analyses of the Internet/interactive segments incl. product breakdown (Internet lotto, betting, ...), mobile business, active users, .... In total, the analyses of the interactive segments now make up one third of the entire report.
- For the first time we analysed the highly sensitive topic of benchmarking responsible gambling measures (e.g., age limits and verification systems, ...) and best practices.
KEY FEATURES
2009 and 2010 data – Analyses of data from ca. 120 state/public lotteries and operators for the years 2009 and 2010.
Sales-related benchmarks – Total sales and product-related sales (e.g., lotto, betting, instant, …) benchmarks such as per-capita sales analyses.
Sales channel benchmarks such as number of residents and sales per outlet, interactive/Internet sales per capita, ...
Marketing benchmarks such as marketing/advertising expenses in % of total sales, optimal media mix of the ad budget, ...
Operating expenses benchmarks such as operating expenses in % of sales broken down into human resource (e.g., average personnel expense, sales per employee), IT and communications, and other benchmarks.
Success factors of the lottery business – The analysis of success factors is based on an updated survey conducted among more than 40 lottery executives.
Best practices – For each benchmark area we provide updated best practice case studies of the leading lotteries.
In total, the report has 110 pages and more than 100 graphs/exhibits.
1 INTRODUCTION
2 TOTAL SALES BENCHMARKS
2.1 Total sales per capita
2.2 “Real” market penetration - per-capita sales as % of per-capita income
3 LOTTO SALES
3.1 Benchmarks
3.2 Success factors – Results of MECN survey
3.3 Best practices
4 BETTING SALES
4.1 Benchmarks
4.2 Success factors – Results of MECN survey
4.3 Best practices
5 INSTANT LOTTERY SALES
5.1 Benchmarks
5.2 Success factors – Results of MECN survey
5.3 Best practices
6 KENO SALES
6.1 Benchmarks
6.2 Best practices
7 VLT SALES
8 RETAIL CHANNEL BENCHMARKS
8.1 Density of retail outlets
8.2 Sales per retail outlet
8.3 Retail strategies in comparison
8.4 Success factors – Results of MECN survey
9 INTERNET AND INTERACTIVE CHANNELS BENCHMARKS
9.1 Interactive/Internet sales
9.2 Registered users and active players, sales per user/player, and other related benchmarks
9.2.1 Registered users and related data
9.2.2 Active players and related data
9.3 Mobile channel benchmarks
9.3.1 Will the smartphones finally make it happen?
9.3.2 Mobile gambling offers of state lotteries
9.3.3 Mobile benchmarks
9.4 Development of interactive sales of state/public operators
9.5 Interactive product breakdown
9.5.1 Internet lotto games benchmarks
9.5.2 Internet betting benchmarks
9.5.3 Internet instant/scratch benchmarks 9.5.4 Internet keno benchmarks
9.6 Effects of market liberalisation on state lotteries and operators
9.7 Success factors – Results of MECN survey
9.8 Best practices
10 OVERALL COST EFFICIENCY
10.1 Operating expenses benchmarks
10.2 Success factors – Results of MECN survey
11 MARKETING EFFECTIVENESS
11.1 Marketing expenses benchmarks
11.2 Success factors – Results of MECN survey
12 HUMAN RESOURCE EFFECTIVENESS
12.1 Personnel expenses benchmarks
12.2 Success factors – Results of MECN survey
13 PRIZES / PAYOUT
14 IT AND DATA COMMUNICATIONS COSTS
15 RETAILER COMMISSION
16 RESPONSIBLE GAMBLING BENCHMARKING AND BEST PRACTICES
16.1 Overview and challenges
16.2 Analyses of responsible gambling measures of state/public operators
16.3 Best practices regarding selected responsible gambling measures
16.3.1 Age limits and verification systems
16.3.2 Self-assessment opportunities
16.3.3 Responsible advertising and marketing
16.3.4 Research in the field of responsible/problematic gambling
16.3.5 Others
17 OTHER BENCHMARKS
18 METHODOLOGY
Exhibits
Benchmark Exhibits
Benchmark Exhibit 1: Total sales per capita
Benchmark Exhibit 2: Average total sales per capita – 2006 to 2010
Benchmark Exhibit 3: Annual growth rates of total sales of all lotteries/operators analysed – 2007 to 2010
Benchmark Exhibit 4: Average annual growth rate of total sales – 2007 to 2010
Benchmark Exhibit 5: Per-capita total sales as % of per-capita income
Benchmark Exhibit 6: Lotto sales per capita
Benchmark Exhibit 7: Lotto sales as % of total sales
Benchmark Exhibit 8: Betting sales per capita
Benchmark Exhibit 9: Betting sales in % of total sales
Benchmark Exhibit 10: Instant lottery sales per capita
Benchmark Exhibit 11: Instant lottery sales in % of total sales
Benchmark Exhibit 12: Keno sales per capita
Benchmark Exhibit 13: Keno sales in % of total sales
Benchmark Exhibit 14: VLT net income per capita
Benchmark Exhibit 15: VLT net income (in EUR thousand) per machine
Benchmark Exhibit 16: Number of retail outlets per 1,000 residents
Benchmark Exhibit 17: Average number of residents per outlet
Benchmark Exhibit 18: Catchment area of outlets – sq km per outlet
Benchmark Exhibit 19: Sales per outlet (in EUR thousand)
Benchmark Exhibit 20: Sales per retail trade sector (tobacconist, gas station, ...) – example 2010
Benchmark Exhibit 21: Interactive/Internet sales per capita
Benchmark Exhibit 22: Development of average interactive sales per capita – 2007 to 2010
Benchmark Exhibit 23: Interactive/Internet sales in % of total sales
Benchmark Exhibit 24: Registered users of state/public operators and lotteries in % of population
Benchmark Exhibit 25: Registered users of state/public operators and lotteries in % of total Internet users
Benchmark Exhibit 26: Interactive sales per registered user
Benchmark Exhibit 27: Demographics of interactive customers of selected lotteries
Benchmark Exhibit 28: Active players of state/public operators and lotteries in % of population
Benchmark Exhibit 29: Active players of state/public operators and lotteries in % of total Internet users
Benchmark Exhibit 30: Interactive sales per active player
Benchmark Exhibit 31: Mobile sales in % of total interactive sales
Benchmark Exhibit 32: Mobile sales per capita
Benchmark Exhibit 33: Internet sales of lotto games – 2005 to 2010
Benchmark Exhibit 34: Lotto games sales via the Internet in % of total lotto sales – 2006 to 2010
Benchmark Exhibit 35: Internet sales of betting games – 2005 to 2010
Benchmark Exhibit 36: Betting games sales via the Internet in % of total betting sales – 2006 to 2010
Benchmark Exhibit 37: Internet sales of instant/scratch games – 2006 to 2010
Benchmark Exhibit 38: Instant/scratch games sales via the Internet in % of total instant/scratch sales –
2006 to 2010
Benchmark Exhibit 39: Internet sales of keno games – 2005 to 2010
Benchmark Exhibit 40: Keno games sales via the Internet in % of total keno sales – 2006 to 2010
Benchmark Exhibit 41: Operating expenses in % of total sales
Benchmark Exhibit 42: Marketing/advertising expenses in % of total sales
Benchmark Exhibit 43: Personnel expenses in % of total sales
Benchmark Exhibit 44: Average personnel expense per employee (in EUR thousand)
Benchmark Exhibit 45: Average sales per employee (in EUR million)
Benchmark Exhibit 46: Average prizes in % of total sales
Benchmark Exhibit 47: IT and data communication expenses in % of total sales
Benchmark Exhibit 48: Retailer commission in % of total sales
Benchmark Exhibit 49: Helpline call statistics - example
Benchmark Exhibit 50: Average number of employees by department - example
Benchmark Exhibit 51: Operating expenses breakdown - example
Other Exhibits
Exhibit 1: Success factors for achieving high lotto sales (semi-active and passive lotteries) – Results
of MECN survey
Exhibit 2: Development of size/breakdown of LAE’s lottery products – 2006 to 2010
Exhibit 3: Development and breakdown of Norsk Tipping’s lotto sales – 2006 to 2010
Exhibit 4: Development and breakdown of D.C. Lottery lotto sales – 2008 to 2010
Exhibit 5: Development of average betting sales per capita – 2006 to 2010
Exhibit 6: Development of total betting sales of public/state operators – 2006 to 2010
Exhibit 7: Success factors for achieving high betting sales – Results of MECN survey
Exhibit 8: Development and breakdown of Svenska Spel’s betting gross revenues (sales minus
payouts) – 2009 to 2010
Exhibit 9: Development and breakdown of Norsk Tipping betting sales – 2006 to 2010
Exhibit 10: Development and breakdown of Veikkaus betting sales – 2006 to 2010
Exhibit 11: Development and breakdown of OPAP’s betting sales – 2006 to 2010
Exhibit 12: Success factors for achieving high instant lottery sales – Results of MECN survey
Exhibit 13: Development and breakdown of Massachusetts Lottery’s instant sales – 2006 to 2010
Exhibit 14: Massachusetts Lottery - examples of instant lottery tickets
Exhibit 15: Development of Lottomatica’s instant ticket sales – 2006 to 2010
Exhibit 16: Retail strategies in comparison
Exhibit 17: Success factors for achieving high retail sales – Results of MECN survey
Exhibit 18: Lotteries that are doing the best job regarding effective retail management – Results of MECN survey
Exhibit 19: Subscription revenue (Internet and mail-in) of U.S. lotteries
Exhibit 20: Overview of mobile offers (platforms and games) of key online gambling operators
Exhibit 21: The iPad could finally make iTV a reality
Exhibit 22: Development of Norsk Tipping mobile share – 2007 to 2010
Exhibit 23: Mobile offers of state lotteries – examples
Exhibit 24: Development of interactive sales of state/public lotteries and operators – 2005 to 2010
Exhibit 25: Examples of instants/scratch offered via the Internet Benchmark
Exhibit 26: Market/growth potential for state/public operators and other market players in liberalised markets – Results of MECN survey
Exhibit 27: Development of FDJ’s sports betting sales before and after the liberalisation
Exhibit 28: Development of FDJ’s and Bwin’s number of unique visitors in recent months
Exhibit 29: Success factors for achieving high interactive sales – Results of MECN survey
Exhibit 30: Development of Austrian Lottery’s interactive/Internet sales (Win2Day) and registered users – 2006 to 2010
Exhibit 31: Austrian Lotteries – examples of Internet casino games
Exhibit 32: Development and breakdown of PMU’s interactive sales – 2006 to 2010
Exhibit 33: Development and breakdown of Norsk Tipping’s interactive sales – 2006 to 2010
Exhibit 35: Development and breakdown of Veikkaus’s interactive sales – 2006 to 2010
Exhibit 36: Economies of scale - Operating expenses in relation to total sales
Exhibit 37: Appropriate rate (% of sales) to spend on key operating expenses – Results of MECN Survey
Exhibit 38: Likelihood of buying groups in the lottery industry – Results of MECN survey
Exhibit 39: The most relevant factors for high-impact marketing/advertising – Results of MECN survey
Exhibit 40: Appropriate rate (% of total sales) to spend on marketing/ advertising – Results of MECN survey
Exhibit 41: Most relevant marketing tools – Results of MECN survey
Exhibit 42: Appropriate rate (% of sales) to spend on personnel expenses – Results of MECN Survey
Exhibit 43: Overview of responsible gambling measures and their impact on problem gambling
Exhibit 44: Appropriate rate (% of sales) to spend on responsible gambling measures (incl. training, research, ...) – Results of MECN Survey
Exhibit 45: Overview of total evaluation of state/public operators
Exhibit 46: Customer card for betting and selected lottery products of Lotto Bavaria
Exhibit 47: Norsk Tipping playing card, card reader, and pin code website
Exhibit 48: Online self-assessment at Veikkaus
Exhibit 49: Warning messages at point of sales and billboard advertising of Lotto Bavaria
Exhibit 50: Online information of time played at U.K. National Lottery
Exhibit 51: Industry background of survey participants
Exhibit 52: Exchange rates
Exhibit 53: State/public lotteries and operators included in benchmark analysis
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