35 PUBLIC GAMING INTERNATIONAL • JANUARY/FEBRUARY 2026 appeal and relevance prior to a planned launch in 2026. Asked for insights on how others could structure a useful post-launch study, Brightstar’s Annalisa Spano’, Senior Director, Global Market Insights, emphasized that it is a key research step to assess performance and consumer perception: “The research should measure satisfaction, loyalty, and repurchase intent, while identifying areas for improvement,” she notes. “Effective post-tests involve both active players and those who abandoned the game — to understand the reasons for their dissatisfaction—as well as retailers with significant sales, who can share their own feedback as well as consumer reactions.” Adds Annalisa: “We recommend combining qualitative methods − such as interviews or focus groups involving at least 30–40 participants − with quantitative analysis involving a sample of no fewer than 300 people. This combination helps to ensure a deep understanding of a product’s strengths, weaknesses, and the impact of key factors on players’ future purchase behavior.” Greater Potential: The Power of Flexible Game Design The case underscores that innovation doesn’t end at launch. In fact, that’s where it begins again. “Postlaunch evidence clearly underlined that POP is a distinctive and appreciated game, and one with even greater potential to fulfill,” says Federica. When it comes to evolving a game, Infinity Instants technology, designed for flexibility, makes it a powerful partner in innovation. The technology gives lotteries an extensive toolset and endless options to create and adapt games to player preferences through its ability to enhance virtually all elements of an instant ticket with color; enable all-new play mechanics; and customize graphics for games that can be offered across channels. “We’ve seen that sometimes it may not be as simple as doing a ‘version 2’ of a new game without fully understanding the player segments who are drawn to it and what type of entertainment they’re seeking,” reflects Federica. As lotteries look to excite new audiences and retain existing ones in the face of growing competition from other entertainments, the case offers a powerful reminder: The best ideas can come from players themselves. Player insights, gained through post-launch research, are critical for understanding who is playing a game and how to further evolve a product to meet their preferences.
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