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Ipsos Scratch Price Point Optimizer

Have you ever wondered what the optimal combination of top prize, ticket theme, play style, number of play areas, added features, etc., is for a Scratch ticket? And what combinations of these features will yield the highest sales or share of sales?

Use Ipsos Scratch Price Point Optimizer™ to help build the best Scratch games for your target market.

What Goes Into the Ipsos Scratch Price Point Optimizer™ Research Design?

The Ipsos Scratch Price Point Optimizer™ research is based on the following principles:

Focus on Scratch players’ preferences. Ipsos' team of Lottery and Gaming researchers, work with you to tailor the research to better understand the needs of your players.

For example:

• Will adding a bonus area on a ticket increase the ticket's appeal among players?
• Could you offer a lower top prize if the ticket had a doubler feature?
• What is the optimal number of play areas on a $5 gaming themed ticket?

Customized and flexible approach. The research design includes potential combinations of each of the following game attributes, customized by you:

• Price points
• Prize points
• Ticket themes
• Play styles
• Number of play areas
• Bonus areas
• Added play features
• Different types of non-cash prizes at different price points, and more.

Experimental randomization process. Each respondent does not have to see every possible combination of factors and levels, nor do all respondents have to evaluate the same choice sets. The model works by identifying patterns in players' choice behavior.

The Result: Ipsos Scratch Price Point Optimizer™ Simulator

The research results are analyzed and used to develop a Simulator, a powerful tool which allows you to model scenarios and design tickets that appeal most to your players. All of the elements that went into the research design are incorporated into the Simulator and the "What If" possibilities are virtually endless! The Simulator reports results in terms of choice share – how a ticket compares to the others you have modeled. The Simulator can also provide results by any subgroup of interest; for example, Scratch player segment, Hispanics, or 18 –34 year olds (dependent on sufficient sample size).

It is also possible to incorporate product cost estimates for the production and marketing of Scratch tickets to calculate sales and contribution projections within the Simulator to better understand the full potential of the "optimal" Scratch ticket design.