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Hong Kong Mark Six Lottery Leveraging the Digital Tools The Hong Kong Jockey Club May 3, 2012 Mark Six Lottery, Hong Kong The only legal lottery product in HK • Mono-game • Picking out of 49 numbers • draws per week • Average HK$49m turnover per draw, one of the highest in the world • >HK$7b annual turnover Mark Six Lottery, Hong Kong We have been leveraging the digital world to enhance turnover per draw Transaction Channel Intelligent Selling External Digital Marketing Mark Six Lottery, Hong Kong We have been leveraging the digital world to enhance turnover per draw Transaction Channel Intelligent Selling External Digital Marketing Mark Six Lottery, Hong Kong High internet and smartphone usage in HK 87% used internet Hong Kong highest internet usage among 35% young adult aged 20-34 owned smartphone Mark Six Lottery, Hong Kong Online betting (eWin) launch in 2001 Turnover and channel share keep growing Digital cert removal 700 10% Website revamp 9% 600 8% 500 e-basket launch 7% 6% 400 5% 300 4% eWin launch 3% 200 2% 100 1% 0% 2001/02 2002/03 2003/04 2004/05 2005/06 Turnover (HK$m) 2006/07 2007/08 2008/09 Channel Share 2009/10 2010/11 Mark Six Lottery, Hong Kong Smartphone betting app launch in 2011 4% share within months Mark Six iPhone & Android App Share 4% 3% 2% 1% 0% 07/11 08/11 09/11 10/11 11/11 12/11 01/12 02/12 03/12 Mark Six Lottery, Hong Kong Simple, customer-centric web / app design and navigation experience is always the key • • • • The most important information upfront Key function keys at a fingertip Maximum steps to get to destination Optimized navigation experience by platform / device, yet with synergy Web Homepage Smartphone App Main Frames Mark Six Lottery, Hong Kong Quick pick gamification on smartphone to trigger impulse purchase on the move Mark Six Lottery, Hong Kong We have been leveraging the digital world to enhance turnover per draw Transaction Channel Intelligent Selling External Digital Marketing Mark Six Lottery, Hong Kong Online channel marketing to engage new, young and casual customers 55% new Mark Six account customers bet online via the web or smartphone app +2.5% channel share uplift during snowball draw Mark Six Lottery, Hong Kong Personalized selling on important days with perceived luck among Chinese Birthday week It’s your birthday ! Try your luck Chinese New Year It’s year start of your Chinese horoscope ! Try your luck Mark Six Lottery, Hong Kong Jackpot push notification at the right time with the right mood to re-invest When customer login and check account balance online - at the end of racing meeting… - at the end of football match… - long time since their last Mark Six purchase Mark Six Lottery, Hong Kong We have been leveraging the digital world to enhance turnover per draw Transaction Channel Intelligent Selling External Digital Marketing Mark Six Lottery, Hong Kong Search engine optimization (SEO) to divert free, unpaid online traffic Key webpage sections title tagging Mark Six key words meta tagging Expiry date tagging (prioritize latest draw) Insite link converted to text format ALT-text for images >250k monthly visits from search engines representing >5% of total monthly online visits Mark Six Lottery, Hong Kong Forum seeding to create buzz on big jackpot and winning tactics Redirect to customized statistics and tactics relevant to the situation Seeding Suggest tactics Planted response Mark Six Lottery, Hong Kong Promote stories that generate sharing in online community or free media mentioning HKJC “Loss” story “HKJC need to allocate an extra $26m in 1st months to cope with huge number of people winning Mark Six ……” First time ever Halloween Snowball Mark Six Lottery, Hong Kong Enable Mark Six specific push notification and location-based features on third party mobile app Third Party iPhone app “Mark Six Pro” $30m jackpot push notification Location-based searching for closest betting branch Mark Six Lottery, Hong Kong Thank You ... leveraging the digital world to enhance turnover per draw Transaction Channel Intelligent Selling External Digital Marketing Mark Six Lottery, Hong Kong We have been leveraging the digital world to enhance... smartphone to trigger impulse purchase on the move Mark Six Lottery, Hong Kong We have been leveraging the digital world to enhance turnover per draw Transaction Channel Intelligent Selling External Digital. .. leveraging the digital world to enhance turnover per draw Transaction Channel Intelligent Selling External Digital Marketing Mark Six Lottery, Hong Kong Search engine optimization (SEO) to divert
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