An Exclusive Interview With Hohe Brücke CEO, William Gorton
Hohe Brücke is known as a traditional, Austrian company. Nonetheless, it has been successful in staying relevant throughout modernity. The origins of their success, are revealed by CEO William Gorton in an exclusive interview with L'Officiel Austria.
Hohe Brücke was founded in 1913. Since then, it has established itself as the largest sales partner of Austrian Lotteries, which is the only entity granted a lottery license by the Austrian government. An exclusive interview with the CEO of Hohe Brücke, William Gorton. Adapting seamlessly to the rapid pace of today’s world, the company Hohe Brücke thrives and remains steadfast in upholding its enduring tradition. The secret behind its unwavering appeal could be found in its 35-year-old CEO William Gorton who leads with a fresh and clear vision to keep a traditional company as relevant as ever.
Hohe Brücke is a family-run business. Could you tell us more about Hohe Brücke and your relationship with it?
William Gorton: "For more than a century, Hohe Brücke has been offering one of the most traditional gambling games: the Austrian class lottery. As a state-controlled venture, it is a globally renowned and auspicious form of gambling. In 1995, my father, a former banker, assumed ownership of Hohe Brücke, transitioning into an entrepreneurial role. I became part of the company in 2019 and have remained dedicated to Hohe Brücke since."
Why did you decide to take over at Hohe Brücke instead of pursuing other career paths?
William Gorton: " In our family, entrepreneurship was always encouraged, and it was clear to me from early on that I wanted to be an independent entrepreneur one day. But for that, acquiring the necessary skills and the Know-How was crucial. I started at PricewaterhouseCoopers as a management consultant and worked there for many years in different areas, including gambling projects. The experience was invaluable, although predominantly confined to theoretical approaches. I wanted to be on the entrepreneurial front and feel the impact of my efforts first-hand. Four years ago, I spotted the chance to do so at Hohe Brücke and promptly seized it."
In an era dominated by digital experiences, how does Hohe Brücke retain the charm and allure of traditional, high-end lotteries, all while keeping participants engaged?
William Gorton: " That was my top priority when I started working for the company, following the motto: “Tradition meets digitalisation”. So, we took measures to digitalise it further: Our website was fully redesigned for mobile optimisation, a new CRM system was implemented, and interfaces connecting our lottery software were redesigned for an enhanced customer experience. Our advertising material was revamped and showcased across diverse digital marketing channels, doubling our online presence within the last four years. These measures were implemented without compromising the enduring resonance of our signature slogan, “Hohe Brücke – reich werden mit Klasse!” which has always set us apart in the gambling landscape. This tradition, established in 1913, anchors us as a symbol of trust and reliability in today‘s gambling market, which is a crucial feature for our customers.
An example is our personalised ticket certificates, a long-standing feature for class lottery participants showcasing our commitment to a more personal connection with our clientele."
To sustain consumers’ loyalty. How does Hohe Brücke foster strong connections with its winners, encouraging their continued participation?
William Gorton: "The loyalty of our customers is unique. A good proportion of them have been playing for more than 15 years. Unlike other gambling companies, we maintain personal contact with our customers both online and offline; we do not treat customers as mere numbers but strive to give them bespoke advice and tailor-made assistance should they wish to, ensuring discretion at all stages.
We congratulate our winners personally and, upon their wish, hand over their prizes in person. To encourage their loyalty, we also offer our customers a range of incentives, such as luxury trips or gold prizes. For example, we introduced “Die Luxusklasse” in the spring of 2023 with unprecedented success: In addition to the total prize of 168 million euros in the main game, the luxury class offers the chance to win additional prizes totalling 17 million euros based on a monthly payment plan of 10.000 euros."
The lottery typically attracts male participants. Are these trends changing?
William Gorton: "Our most important group of participants are indeed males over the age of 50. However, our digitalising efforts are now helping us reach out to younger customers in their 30s. As far as online participation is concerned, it is particularly exciting to observe that the proportion of women is increasing and that, fortunately, almost as many women as men are now playing with Hohe Brücke online."
Why do you think women are more reluctant to try their luck in the lottery?
William Gorton: "Interesting question. We suspect this found its roots in history when betting was regarded as a male-dominated activity, maybe due to the greater societal acceptance of gambling among men compared to women. However, we’re pleased to observe a changing pattern in this regard and are especially delighted whenever a female customer becomes part of the Hohe Brücke community."
For our readers who aspire to achieve success as entrepreneurs, what valuable lessons can you share from your journey as the CEO of Hohe Brücke?
William Gorton: "My first tip would be self-confidence. Despite being the youngest, I am at the company’s helm at 35. While I initially felt unprepared, having a firm foundation and the courage to embrace mistakes proved invaluable. Second: Execution is everything. To have a vision is essential, but the discipline to follow through and execute this vision is another thing entirely. I make sure specifically defined KPIs measure our progress.
Third, fostering a solid network is crucial, don’t be too proud to ask other people for advice. Most are happy to help. Fourth, building a strong team and clear communication while ensuring a professional yet light atmosphere in the workplace is key."
What are your future plans for the Hohe Brücke and the brand?
William Gorton: "The product class lottery itself needs to be further developed. To this end, additional games must launch with an increased focus on digitalisation. In recent years we have succeeded in expanding our market share. We want to continue on this path and further improve our marketing activities. Recognising the value of the Hohe Brücke brand, various discussions and projects are ongoing to use our brand outside of the gaming sector, and these will launch shortly. We have a huge customer base, and I see great potential in cross-selling and diversification."
