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Lottery and Gaming

OUR WORK IN THE SECTOR

We have deep experience helping clients accelerate growth in the lottery, gaming, and sports sectors.

Our Service Offerings

Lottery

BrandMap™ and Brand Strategy

Strategic Planning & Execution

Product/Portfolio Strategy

Operating Models and Processes

Gaming / Sportsbooks

BrandMap™ / Primary Research

Brand Strategy

Product Strategy

Customer Segmentation

Sports

BrandMap™ / Primary Fan Research

Brand Strategy

Strategic Planning

Culture, Community & Change

Select Clients

Our Leadership Team in the Sector

Michael Carter
Managing Partner, President

Michael Carter

Managing Partner

Efram Lebovits

Principal

Jordan Shapiro

Principal

Laura Richard

Director

Evin Demirli

Recent Thought Leadership

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In the Media:

Playing to Win: The Ideal Sportsbook Brand in a Nascent, Crowded Market

June 22, 2023
As the legal market for online gaming in Ontario moves into its second year, the market experiences growth and stability. With anticipated brand consolidation, exits, and new provincial markets opening up, the question arises: How will the dozens of competitive sportsbooks set themselves apart?
Jordan Shapiro, Laura Richard
Article Header
Perspective Paper:

Opportunities for Increasing North American Lottery Sales Among Younger Consumers

October 14, 2022
Gen Z and Millennial consumers are re-shaping industries with their habits and preferences – and industries must adopt new strategies and approaches to attract and retain these customers. The lottery sector is no exception.
Efram Lebovits, Evin Demirli, Laura Richard
Article:

The Medium is the Message

October 12, 2022
For the lottery industry to maintain success, balance is needed in terms of sales channels – both adapting to digital and maintaining physical brick-and-mortar offerings. 
Efram Lebovits
LotteryIndustry-ideas
Article:

How the Lottery Industry Can Embrace Gen Y & Z: Relevance and Purpose

October 3, 2022
“Gen Y and Z habits and preferences are causing rapid change across sectors, which leaders I work with in the lottery sector are proactively embracing to secure the sector’s future.”
Efram Lebovits
Article:

Continuing Success in the Lottery Industry: Embracing Gen Y & Z

September 22, 2022
Public sources and our own Level5 data indicate that when younger players do become engaged with the lottery some exhibit strong play behaviours.
Efram Lebovits
Article:

Leading In5:
Featuring Peter ter Weeme, Chief Social Purpose Officer and VP, Player Experience of BCLC

February 10, 2022
In this latest feature, Efram Lebovits interviews Peter ter Weeme, whose unique approach to incorporating social purpose into leadership has enabled him to build enduring relationships for long-term results.
Efram Lebovits

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