Gambling might come in many shapes and sizes, but the way that most people get started on it is through the lottery. Monica Rangel, chief operating officer of the Global Lottery Corporation (GLC), joined CalvinAyre.com\u2019s Becky Liggero to talk about the industry advantages of lottery gambling and its future in emerging markets.<\/p>\n
The advantage of lottery gaming is pretty simple: most people have had some experience with it. \u201cYou have to think of lottery as the basis of all gaming in the world,\u201d Rangel explained. \u201cThat\u2019s where it was born, that\u2019s where it kicked off, and more people played the lottery than all the other casinos, sports betting,\u00a0esports<\/strong>\u00a0combined.\u201d<\/p>\n Rangel joined GLC in June 2018, but it\u2019s been around much longer. \u201cGlobal Lottery Corporation has been around since \u201994, so it\u2019s a well-seasoned company,\u201d she told us.<\/p>\n Even though they have that track record, they are still innovating. \u201cWe\u2019re hoping to revolutionize the market with a singular new product we have, which is a\u00a0digital scratch card<\/strong>, which is going to hopefully cross over from the offline to the online, and help our target population to understand a bit better how the online and mobile works,\u201d she said.<\/p>\n Marketing\u00a0lottery<\/strong>\u00a0sites can be a bit tricky, as they don\u2019t have the standard operating model that affiliates are used to. But they do offer something unique. \u201cYou cannot pair it with sports betting or casinos, the CPAs are just too low for comparison,\u201d she noted. \u201cBut we do get one thing that the others don\u2019t, is the share volume. And we pay CPAs [cost per acquisition], we pay [revenue] shares on the amount of tickets sold, which is also very important, for the operator or for the affiliate, the way that I see it.\u201d<\/p>\n As new markets start to emerge, Rangel believes that operators who are willing to invest now will see explosive growth in the future. \u201cBasically, these markets will allow them to learn less in the initial period, but as those markets grow, and get off of being the emergent marks, but being seasoned ones, they will also reap the benefit,\u201d the COO said. \u201cThe fact that they are emerging markets today means that in two or three years, they\u2019re going to be the top markets. Look at Scandinavia, they were the emergent markets of five years ago. And where are they now? They are the top paying markets in the gaming industry.\u201d<\/p>\n The big pie of course will be the\u00a0United States<\/strong>, and Rangel believes it\u2019s unique as a new market. \u201cIt\u2019s so funny to see the U.S. as an emergent market right now, when it\u2019s probably the most seasoned gaming market of all time,\u201d she laughed, and the concluded:<\/p>\n \u201cLook at the U.S. example. You don\u2019t have to put all your eggs into that basket, but it would be a good idea, and I would recommend all European affiliates to start looking at the U.S. as an opportunity. Leave aside the taboo, it\u2019s not blacklisted anymore, and an affiliate can promote in certain territories and prepare your nest egg for two years from now.\u201d\u00a0<\/em><\/p>\n \u00a0<\/p>\n \u00a0<\/p>\n