For lotteries the real payout is player data. Mining that data was nearly impossible before MDI/Scientific Games pioneered online second chance drawings. Taking that interaction to the next level for the Michigan Lottery, MDI’s PlayerCity.Net, is a virtual player community designed and built by DigiKnow.
Here the lottery creates repeat play and new data mining opportunities fueled by a reward point system, online games, surveys, instant game animated how-tos and a variety of syndicated content.