32 PUBLIC GAMING INTERNATIONAL • JANUARY/FEBRUARY 2026 Test, Validate, Innovate How can you refine a game post-launch to more fully satisfy player preferences? A recent example from Italy offers a framework for innovation—one that can be leveraged in other markets to evolve games in ways that truly resonate. Sometimes you think you know which player groups are likely to adopt a new game − and which features they will enjoy. You might have tested concepts and planned the launch based on research and a current understanding of the projected player groups. And sometimes players surprise you when their engagement with a game reveals unexpected preferences and behaviors. “It’s exciting when this happens, because players themselves are pointing the way to evolution,” observes Federica Valentini, Vice President Instant Lottery Product Management & Development, Brightstar Lottery Italy. “But you can only turn those insights into action if you have collected and analyzed players’ feedback. In addition to extensive pre-launch research, we have found that gathering insights from consumers after a game is in market can reveal important new information and provide a blueprint for continued innovation, specific to your players.” For example, when Brightstar Italy unveiled the POP 5€ game in October 2024 — created with the company’s Infinity Instants™ technology —they weren’t just launching a new scratch game, they were reimagining the traditional scratch-card product for the Italian market. The new game quickly captured attention with its vibrant, color-based mechanics. But what happened next offers a case study in how player insights can guide product evolution. A Strong Start with Detailed Understanding The team in Italy took a data-driven approach to developing the initial POP 5€ game. "We segment our customer base thoroughly," Federica explains. “Segmentation allows us to tailor product development based on critical factors such as demographics, price sensitivity, preferred game mechanics, themes, and more. A well-structured,
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