Iris Case Studies Innovative Market Research Strategy for Camelot Games

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	Innovative Market Research Strategy for Camelot Games Iris

Innovative Market Research Strategy for Camelot Games

Iris

Applicable Functions	Product Research & Development
Challenge	Camelot, the operator of The National Lottery since its launch in 1994, was facing a significant shift in its audience demographics. The new generation of players, more accustomed to playing games like Candy Crush on their smartphones, were not as engaged with the National Lottery. The challenge was to create games and content that would specifically appeal to this younger demographic, aged between 18-35. This required a fresh approach to game development, one that could effectively tap into the preferences and habits of this new audience. Read More
About Customer	Camelot is a leading lottery operator that has been running The National Lottery since its inception in 1994. Over the years, they have had to adapt to changing market dynamics and audience preferences. The company is known for its innovative approach to game development and is constantly seeking ways to engage new audiences. In this case, they were looking to attract a younger demographic, aged between 18-35, who are more accustomed to mobile gaming. Read More
Solution	Camelot adopted an innovative approach to address this challenge. They initiated a series of rapid innovation sprints, where teams of Camelot strategists and developers were paired with students from Greenwich’s Ravensbourne College. This collaboration aimed to co-create games and content concepts that would resonate with the younger audience. The top three ideas generated from these sprints were then pitched to a 'Dragon’s Den' panel of senior Camelot executives. The winning pitch was selected for development, ensuring that the new game concept was not only innovative but also had the backing of the company's leadership. Read More Log in to view content
Contents

Applicable Functions

Product Research & Development

Challenge

Camelot, the operator of The National Lottery since its launch in 1994, was facing a significant shift in its audience demographics. The new generation of players, more accustomed to playing games like Candy Crush on their smartphones, were not as engaged with the National Lottery. The challenge was to create games and content that would specifically appeal to this younger demographic, aged between 18-35. This required a fresh approach to game development, one that could effectively tap into the preferences and habits of this new audience.

About Customer

Camelot is a leading lottery operator that has been running The National Lottery since its inception in 1994. Over the years, they have had to adapt to changing market dynamics and audience preferences. The company is known for its innovative approach to game development and is constantly seeking ways to engage new audiences. In this case, they were looking to attract a younger demographic, aged between 18-35, who are more accustomed to mobile gaming.

Solution

Camelot adopted an innovative approach to address this challenge. They initiated a series of rapid innovation sprints, where teams of Camelot strategists and developers were paired with students from Greenwich’s Ravensbourne College. This collaboration aimed to co-create games and content concepts that would resonate with the younger audience. The top three ideas generated from these sprints were then pitched to a 'Dragon’s Den' panel of senior Camelot executives. The winning pitch was selected for development, ensuring that the new game concept was not only innovative but also had the backing of the company's leadership.

Impact #1	The operational results of this innovative approach were not explicitly mentioned in the case study. However, it can be inferred that this strategy allowed Camelot to tap into the creative ideas of a younger demographic, closely aligned with their target audience. By involving students in the development process, they were able to gain fresh perspectives and ideas that may not have emerged from their internal team. The 'Dragon’s Den' style pitch also ensured that the final game concept had the buy-in from senior executives, increasing the likelihood of its successful implementation and adoption.

Impact #1

The operational results of this innovative approach were not explicitly mentioned in the case study. However, it can be inferred that this strategy allowed Camelot to tap into the creative ideas of a younger demographic, closely aligned with their target audience. By involving students in the development process, they were able to gain fresh perspectives and ideas that may not have emerged from their internal team. The 'Dragon’s Den' style pitch also ensured that the final game concept had the buy-in from senior executives, increasing the likelihood of its successful implementation and adoption.

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Overview

Innovative Market Research Strategy for Camelot Games

Operational Impact