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How to use Facebook® Applications to make Lottery Games more Relevant

How to use Facebook® Applications to make Lottery Games more Relevant. Ed Honour Chief Technology Officer MGT Lottery Technologies. Perspective!. 105 million people watched the Superbowl. 77 million people play Farmville® on Facebook EVERY DAY!. Ed’s Farm. Social Games.

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How to use Facebook® Applications to make Lottery Games more Relevant

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  1. How to use Facebook® Applications to make Lottery Games more Relevant Ed Honour Chief Technology Officer MGT Lottery Technologies

  2. Perspective! • 105 million people watched the Superbowl. • 77 million people play Farmville® on Facebook EVERY DAY! Ed’s Farm

  3. Social Games • In social gaming players socialize with their friends by playing games that require player interaction. • In Social Games the player is required to perform tasks alone and as part of a group. • Social games involve acquiring points, collecting items, winning awards, and increasing levels. • Waiting for events is a major part of most social games.

  4. Top Social Games • Farmville – 77,000,000 players • Cafe' World - 30,032,716 • Texas Hold’em Poker – 28,332,917 • Mafia Wars - 24,704,179 • Fishville - 23,309,522 • Zoo World - 19,080,925 • YoVille – 12,496,375 • Bejeweled Blitz - 10,576,224

  5. What makes a successful social game? • The game must foster communication. • Tell your friends what you are doing. • Invite your friends to play with you. • Be rewarded for getting friends to play. • Be fully integrated with Facebook communication. • The game should model a real world activity. • During the game, the player will collect items, awards, and points. • Player must be able to “show-off” the items they have acquired. • The game should involve a time component. • Most games involve waiting for an event to occur and then reacting to the event.

  6. Significant Planning goes into a Social Game • Planning for “Stickyness” • You want the player to come back every day. • You want the player to spend the “right” amount of time on the game every day. • Planning for Interaction • Planning for a “Viral Effect” • Integrating Social Networking functions • Wall “stream” Posts • Invitations • Notifications

  7. Why is this relevant? • Over 100 million people play these types of games every day. • Social games are a MARKETING MEDIA! • In order for Lotteries to attract new players to lottery games they need to be relevant to players who regularly use social media. • Players of social games encompass an under utilized market for Lotteries. • Becoming relevant to these younger players will create a new market for lottery products for years to come.

  8. What is a Facebook Application? • A Facebook® application is a third party application which is fully integrated into Facebook using the Facebook API.

  9. What is a Facebook Application? • Written in a proprietary language called FBML. • Although Facebook states that nearly 1 million people develop applications for Facebook, less than 50,000 developers use FBML and less than 2,000 developers use the Facebook/Adobe API. • All of the major features of Facebook are available to Facebook Applications. • Access to user profile data. • Ability to post to the player’s (and friends) walls. • Ability to post notifications and invitations. • Access to a player’s friends.

  10. Social Game Marketing Model

  11. Focus on Quality • Quality of the games is vital! • Free players are just as critical of games as paid players. • You must provide games that players want to play more than once. • You must provide games that players will want to tell their friends about. • Multiplayer Games are important! • People want to play games with their friends. • Multiplayer and Tournament games are easier to make viral.

  12. Introducing “The Game” • Bringing the Lottery to Facebook and Facebook users to the Lottery. • Using social gaming as a marketing and media tool to enhance online lottery games.

  13. How it works? • Follows the proven social game model. • “The Game” is a tool to entice Facebook users to play lottery online games alone or as part of a group. • Invite your “future millionaire friends” to play. • Enter and track lottery tickets. • Create groups and play together. • Share results using the Facebook wall. • Earn “virtual” prizes just by playing. • Send gifts to other players. • Earn points for every ticket. • Purchase “virtual” items from the winners catalog.

  14. Progress in the Game

  15. Priority #1: Player Education • Powerball and Mega Millions are the only games where for $1 you may be set for life. • Real people win. • It’s easy to play. • Your friends play. • Your friends win.

  16. Priority #2 – Player Entertainment • Make the game fun. (even when you don’t win) • Make the game competitive. • Make the game viral.

  17. Facebook Updates • Facebook Friend me for updates: ed@edhonour.com Include the word “lottery” in your friend request!

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