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Using Lotto Game Participation to Attract Consumer Interest

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Johanna Zaho
Using Lotto Game Participation to Attract Consumer Interest

Promotional games attract a wide range of audience and can be used effectively in a number of situations. Promotional games have been used widely in retail shops and on the internet. While previous literature has focused extensively on post-game implications of promotional games, including how player differences drive game involvement, very little is known about the underlying psychological processes or post-win decision making.

For many years, a marketing culture has developed around the idea of consumer participation. Marketing professionals consider the provision of goods and services to consumers as an important aspect of creating long-term customer relationships. It is also necessary to understand that consumers are more likely to engage with a marketing message if they feel that they have an influence in doing so. In promotional games this is often translated as giving away items or services in order to receive some form of benefit in return.

Although this may sound like a simple idea, promotional games go far beyond giving away a product or service in order to receive something in return. In reality, promotional games go far beyond simple recognition of a brand. In fact, promotional games help to promote a brand through different channels - such as through helping consumers learn more about a brand that they may not otherwise consider, or by offering them the opportunity to participate in an event that could only occur with that brand. This is why many companies create events such as charity ball tournaments and draws, which connects consumers who may never have even met in order to celebrate W88vn chance to win a prize.

However, understanding how promotional games affect the mood of participants goes much further than just helping to promote a brand or raise awareness of an issue. Promotional games can actually affect the mood of players themselves. It has been well established that some people are more affected by their moods than others, and promotional games allow people to let off their 'rage' so to speak, by letting them express themselves in a fun and competitive environment, and rewarding them for their participation.

When players feel happy and positive, they are more likely to feel confident when participating in a marketing activity. This is because positive emotions are contagious; the more comfortable a participant feels about a given situation, the more likely they are to be able to project that positive emotion into others. It stands to reason therefore that in addition to benefiting the participants of a promotional games event, the marketing message being conveyed to the target group will also be spread into their subconscious minds.

One common example of how promotional games influence consumers is by allowing them to win prizes, rather than just receiving goods as a reward. Many people love contests and competitions, and the associated prizes. In fact, in almost all types of consumer marketing, prizes are used as a way to draw more participants and encourage them to participate in a larger, interconnected scheme. The same is true when it comes to promoting a brand through promotional games. The winners help to reinforce the message that the brand wishes to communicate, while the prizes themselves can serve as lasting reminders of what the brand has to offer.

In addition to drawing more participants, lottery themed promotional games encourage participants to participate in a lottery that features a lotto theme. Prizes, if offered up on a regular basis, tend to increase the likelihood that individuals will continue to participate in future drawings. Whether drawn as cash, merchandise or prizes from the main product being promoted, lotto games that involve participation are excellent methods of enticing consumers to keep playing.

It is important, however, not to confuse lottery game participation with actual lotto. While many promotional games incorporate elements of chance, many provide a specific goal or objective that align with the overall aim of a brand's marketing strategy. For example, some promotional games include drawings that specific award prizes based on a player's chances of winning. Others offer consumers the chance to purchase an item and/or service using a certain dollar amount. If the goal of a brand is to generate sales, then game participation may be the optimal method of encouraging customers to purchase or invest in a brand.

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