Gaming organizations constantly face challenges in a rapidly changing market. They need to address crucial questions such as:

  • Discover New Product Development Opportunities: Prioritizing Your Pipeline
  • Entering New Territories: Organic Development or M&A?
  • Winning Bids: Consulting for New Lottery or Casino Licenses
  • Digital Domination: Outperforming Competitors Online
  • Building Loyalty: Effective CRM Strategies for Gaming Organizations

How we help

L.E.K.’s gaming expertise spans lotteries, casinos, bingo, betting services, digital (on-line and mobile gaming) and Gamtech. From strategy development and business planning to strategy activation, M&A and business performance improvement, we have the global experience to unlock value for our clients and deliver success.

We provide clients with a deep understanding of gaming markets and winning competitive strategies. Our work on operating strategies includes support for new product development, innovation, sales and marketing strategy, CRM, and distribution channel choices.

For site-based gaming businesses, we support network decisions and optimization of the physical offer, including integration with broader hospitality and entertainment offers. Digital strategies include fostering new product development and digital activation and developing an integrated multichannel approach to market. Corporate strategy services include support in license and private management bids, mergers and acquisitions, and organizational design.

L.E.K. has worked with leading international lottery operators preparing robust, long-term growth plans for their domestic operations and for entering new international markets. Our work has included all elements of operating strategy, including product, distribution, marketing, CRM, capability development (people, technology, partnerships), organization and financial plan.

Examples of our work

To learn more about L.E.K.’s work in the gaming sector, please refer to these case examples:

  • A major U.S. casino operator with limited European operations engaged L.E.K. to evaluate the potential for organic and M&A growth across Europe. We evaluated market attractiveness across the EU28 countries; developed a granular casino supply-and-demand model at the subregional level in all markets; assessed new-build economics in a number of resulting target locations; and conducted acquisition screening of all major European casino groups.
  • A lottery operator engaged L.E.K. to assess and capture opportunities for the private management of lotteries in the U.S. and other geographies. We helped the client assess more than eight jurisdictions, including four bid submissions. Our work included benchmarking to peers and best-in-class approach; developing product, distribution and marketing plans; and leading the development and modeling of bid structures and business plans.
  • A lottery business was looking to greatly expand its domestic digital gaming activities and put in place digital capabilities for international bids. L.E.K. developed digital targets for the business and assisted management in all aspects of digital planning, including innovation and new product development, activation strategies, digital channel
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