Evoplay Focused On Developing iLottery Games For Millennials, Gen Z

Attracting younger players is an emphasis for all facets of the gambling industry.

Lottery is certainly no exception to that.

Finding ways to engage Millennials and Gen Z will be important in the years ahead for the industry to grow business.

Lottery draw games and scratch tickets won’t be enough on their own. Creating online games on lottery apps that will be immersive and engaging will be key.

Recently, during La Fleur’s 2024 Raleigh Conference, Frank Cecchini, the Head of Lottery for Evoplay, spoke on the topic:

“I’ve spent nearly 20 years in the lottery industry trying to sell platforms to lottery. I’ve also spent five years in the gaming industry looking at delivering content. It’s the content that makes a difference. That’s what attracts the player.”

What younger generations want in gaming

Evoplay is an entertainment company with headquarters in Ukraine and Malta.

Largely connected with iGaming and casinos throughout Europe and Asia, Evoplay is also making efforts to become more of a player in the lottery industry. It would ideally like to have a larger footprint in North America.

One way it hopes to do that is by being on the cutting edge of creating online lottery games that will appeal to younger generations.

Cecchini broke down what each generation is looking for in their games during his presentation in Raleigh:

  • Boomers (1946-1964): A more traditional game that they have seen throughout their lives
  • Gen X (1965-1980): Traditional games with improved graphics and more gameplay, pricing options
  • Millennials (1981-1996): More experienced and advanced gameplay, like slots that will engage and not just be spinning reels
  • Gen Z (1997-2012): More interaction and dynamic games where they are involved with the gameplay

Cecchini believes that in order to connect with Millennials and Gen Z, lotteries will have to evolve and meet them in their gaming space:

“In attracting players, you have to understand who your customer is. If you want to attract those players, you have to be where they are. It’s important to engage the player. It’s important to attract the player and keep the player coming back.”

What can lotteries offer Millennials and Gen Z?

There’s no denying that video games and online play are of more importance to the younger generations.

According to Cecchini, 81% of Gen Z are active online video game players.

Not only do these young adults want engaging gameplay, but they also want to have an identity within their game space.

Evoplay has tried to find that balance in some of its recent game releases. It’s done that while still being able to maintain the predetermined outcomes that come with iLottery games.

The company has multiple titles that fit the bill that it believes can be successful in the American iLottery market:

  • Star Guardians: A third-person shooter in an immersive world. Players select a character, weapon, and outfit design and explore the world to attempt a prize-winning outcome.
  • Penalty Shootout: Both a hockey and soccer version of the game exists. Players go head-to-head with a goalie, selecting the location of their shot in an attempt to win the prize. The players can customize their icons to represent their country.
  • Adrenaline: A 3D racing game where the player has manual control of their customized vehicle and attempts to beat other cars around the track. Different routes can be selected for multiplier options, while players can also win car upgrades and bonuses with each play.

Although these games all will have the look and feel of a video game where the player has control of their fate, that won’t be the case. Cecchini notes that the outcome will still be predetermined before the playing experience begins:

“Players control the character in the game, but don’t control the outcome of the game. If it’s a winning game, the player will win. If it’s a losing game, they lose. (The game) has an instant result framework, very quick mechanics, and you can select who you want to be and what your player looks like. But, the reality is the AI in this system will prevent you from winning if you’re not supposed to win.”

Evoplay touts the success of these games in the overseas market. It could be what’s on the horizon for states with online lotteries in the future.

 

Photo by vectorfusionart via Shutterstock

About the Author

Drew Ellis

Drew Ellis

Lead Writer
A member of Catena Media since 2020, Drew Ellis is the Lead Writer at PlayiLottery, where he handles coverage of the online and retail lottery industry in the US. He previously spearheaded news content at PlayMichigan, where he covered one of the most prominent online lottery industries in the US — among the many other aspects of Michigan's sprawling iGaming market. You can email him at [email protected].
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