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Second edition - Lottery Benchmarking and Success
Factors - Benchmarks, Success Factors, and Best Practices
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The updated benchmarking report for the global
lottery industry includes analysis of sales, costs, and sales channels
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To compete successfully in the global marketplace,
lotteries want to know as much as possible about benchmarking and success factors, as WLA benchmarking
seminars and several regional initiatives have shown. Moreover, MECN also has repeatedly been approached by
many lotteries asking for an analysis of industry benchmarks.
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In summer 2007 we published our first lottery
benchmarking study, which was very well received. Last year, as more and more requests came in from
clients, we decided to update the study. Now MECN is proud to present the second edition of our
benchmarking study.The updated study includes:
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- Analyses of data from more than 150 lotteries for the years 2006 and 2007
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- Selected 2008 analyses - The impact of the global financial and economic crisis on state lotteries.
- Sales benchmarks - Total sales and product related sales (e.g., lotto, betting, instant, …).
- Sales channel benchmarks - Number of residents and catchment area per average outlet, interactive/Internet sales per capita and per registered user, …
- Operating expenses benchmarks - Operating expenses in % of sales and analysis of economies of scale.
- Marketing benchmarks - Marketing/advertising expenses in % of total sales, min. and max. spending, and optimal media mix of the ad budget.
- Human resource benchmarks - Personnel expenses in % of total sales, average personnel expense, and sales per employee.
- Various others - Retailer commissions, prizes, IT and communications, …
- Updated best practices as well as
success factors.
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The analysis of the success factors is based on a
survey conducted among nearly 50 executives of the foremost European and US lotteries - among them the
who-is-who of the lottery industry. In total, the second edition has 98 pages and over 80
graphs/exhibits.
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