Specific own-brand payment apps are now more popular than Apple Pay and Android Pay
But why is this fact so important to omni-channel lotteries/gaming organisations and Link2Win?
In June this year, Parks Associate's in the USA reported that 25% of smartphone owners now use payment apps at least once a month. However, if an organisation’s audience is large enough, or if the organisation has a tailored product, then having their own payment app can result in a high take-up and other benefits. For example, Starbucks’ payment app is used for five million transactions a month, which means Starbucks can control the app’s payment features and rewards, and promote products with loyalty perks.
Applying this trend to the gaming industry, imagine a future where a player can purchase a lottery game in-store, online, or on the move via mobile through a single mobile payment app. This reality is not that far away as the sport betting community has already been very successful in the UK with physical player cards which enable players to spend their funds in any channel using a PIN. The next logical step is for the physical card to turn into a mobile payment app, and this may happen very soon.
The early adopters of mobile payment apps in lottery and gaming should see the same fantastic results which are already being seen in the retail sector, with Starbucks and Walmart being notable examples. Own-brand payment apps create opportunities to build a much better and more detailed understanding of customers’ purchase behaviours, and this data can then be used to develop innovative ways to promote and reward their brand loyalty through real-time notifications.
I hope this brief summary of this important topic provokes the same early discussion in your organisation as it has at Link2Win, especially in terms of how services, products and games will be paid for via smartphones in the future, regardless of the channel.