Game time
How Tabcorp developed a strategy
to reinvigorate the game of Keno
Executive summary:
Accenture helped
Tabcorp’s Keno business
set a new strategic
direction to overcome
business challenges, drive
new growth and expand
into the digital arena.
Client profile
Tabcorp is a leading provider of gambling and
entertainment brands in Australia, including
Keno, Luxbet, Sky Racing, Sky Sports Radio,
tab.com.au and Tabcorp Gaming Solutions.
The company employs 3,000 people and serves
millions of customers across its Wagering,
Gaming Services, Media and International,
and Keno business groups. In FY14, the company
generated revenues of approximately $2 billion.
Business challenges
Keno is a lottery-style game in which
participants select numbers and win payouts
when their choices are drawn. The Keno
business generates more than $200 million
a year in high margin revenue for Tabcorp
and is played by more than 2.5 million
customers in approximately 3,500 club
and other venues across Australia.
Despite a consistent history of growth and
the fact that approximately 85 per cent
of Australians are aware of the game,
the Keno business was at a crossroads, driven
by dramatically raised growth expectations
by Tabcorp leadership. In short, a ‘reimagination
of the game’ was required.
Initial research had identified a number
of challenges to be overcome including an
offering seen by some as too complex and
by others as dated, a limited digital presence,
a venue-partnership model in need
of reinvention, and a brand in need
of a brisk and meaningful polish.
How Accenture helped
Tabcorp needed to set a new strategic growth
plan for Keno, and it decided to use its existing
relationships, collaborating with Accenture Strategy
and Accenture Interactive (through Fjord). While
the Keno leadership team were passionate and
committed to the step-change required, the
decision was made to harness Accenture’s expertise,
particularly in strategy, innovation, and
service design in order to attain the full result
they were after.
Copyright © 2014 Accenture
All rights reserved.
More information
Over a 10-week period, a strategic review was
initiated to deliver a robust and actionable
strategy that would be endorsed by Tabcorp’s
board and leadership while also having the
commitment from the team on the ground who
would be tasked with execution.
David Mann
Managing Director, Accenture Strategy ANZ
[email protected]
To drive this engagement, Accenture advised
a partnering approach where the Keno team
themselves would lead and run the work streams
for the duration of the project.
About Accenture
Initially, a small team of experts from
Accenture Strategy and Fjord worked
in close collaboration with Keno staff to
formulate a framework for the new strategy.
Accenture Strategy and Fjord jointly planned
and helped facilitate a series of innovation
workshops, which brought together a multifunctional group from all levels of Tabcorp and
Keno in an open and collaborative environment,
to examine and re-imagine their business.
Over the course of the engagement, the
combined Accenture Strategy and Fjord
team also:
• advised staff on best-practice analytical
techniques and helped them resolve challenges
as they arose
• informed the business about the potential
of digital in enhancing the customer
experience and disrupting the status quo
• utilised design and innovation capabilities
of Fjord, to ensure the customer experience
was taken into account at every stage
• aided in the planning and development of
the final Board paper
The day-to-day work was largely run by Keno
teams, enabling staff to develop their own
strategic and analytical skills, and to foster an
ownership mentality of the strategy within the
Keno business.
John Cassidy
Head of Digital Strategy, Accenture
[email protected].
Accenture is a global management consulting,
technology services and outsourcing company,
with more than 305,000 people serving clients in
more than 120 countries. Combining unparalleled
experience, comprehensive capabilities across
all industries and business functions, and
extensive research on the world’s most successful
companies, Accenture collaborates with clients to
help them become high-performance businesses
and governments. The company generated net
revenues of US$30.0 billion for the fiscal year
ended Aug. 31, 2014.
Its home page is www.accenture.com.
About Fjord
Fjord has been pioneering service design since
opening the doors in 2001 with around 200
supremely talented designers, strategists, and
technologists. Together with clients, Fjord
have created services that make millions of
people’s lives a little bit better every day. Fjord’s
aim is not to just create breakthrough digital
services for its clients, but to redesign people’s
relationships with the world around them.
This document makes descriptive reference to
trademarks that may be owned by others. The
use of such trademarks herein is not an assertion
of ownership of such trademarks by Accenture
and is not intended to represent or imply the
existence of an association between Accenture
and the lawful owners of such trademarks.
High Performance Delivered
By working side by side with Keno’s executives
and work stream leads, Accenture and Fjord
supported the business develop a detailed
strategy and three-year execution roadmap.
This document comprehensively addressed the
company’s growth challenges and also put
forward detailed solutions.
The strategy was approved by the Tabcorp board
and leadership team. The Keno team is now
ready to execute plans and implement various
initiatives designed to expand the game’s appeal
across Australia, and create the potential to
double the value of their business over the
next five years.
14-5890