Simon Jaworski, Executive Vice-President of Leger’s U.S. office, recently wrote an article for the July/August 2022 edition of Public Gaming Magazine titled Capitalizing on the Incredible Brand Awareness of Powerball® and Mega Millions®.
ABOUT THE PUBLIC GAMING MAGAZINE ARTICLE
Drawing from the results of a Leger study conducted among 1,000 Americans in June 2022, this article explores how sports betting brand recognition compares to brand recognition for more ‘traditional’ gaming sector brands.
As noted by Simon in the article, “If you were a sports bettor, you’d probably wager that with the billions of dollars spent on advertising sports betting brands over the past five years, those self-same sports betting brands would have greater recognition among Americans than other, more ‘traditional’ gaming sector brands. And you’d be wrong!”
The data and insights shared in the Public Gaming Magazine article led to the following industry questions:
- Are we underselling the Powerball and Mega Millions brands, in terms of both recognition and trust?
- Are we promoting winning enough in the Lottery sector, especially Scratch tickets?
- Do Lottery games have enough of a ‘fun’ component to compete with other gaming options?
- Can draw games offer greater levels of fun, with more winners?
DISCOVER LEGER’S PLAYER VALUE GAMING STUDY
Do you work in the American lottery, sports betting, casino gambling, online gambling or video/social gaming/eSports sector? Would you like to understand what drives player value post-COVID, respond to changing behaviours and inform your planning decisions?
Leger’s lottery and gaming research experts are launching a new Player Value Tracking Study which includes an index and player segmentation based on value. Over 3,000 Americans aged 16 and over will be surveyed annually, and purchasers of the study will receive the Player Value Index, data tables filtered by generation, market segmentation based on the Player Value Index, a comprehensive national report and a 45-minute presentation.