North Carolina’s $50 Launch Strategy
Vicky Scott, Scratch-off Product Manager, North Carolina Education Lottery
Vicky Scott, the Scratch-off Product Manager at the North Carolina Education Lottery, presents insights on their $50 launch strategy. Strategically timed, the launch aims to optimize portfolio growth, transitioning from $30 games to a $50 price point. Research, including focus groups and quantitative studies, informed the game’s design and name selection. The $50 game boasts a $10 million top prize, 20 $1 million prizes, and 40 chances to win, with the highest odds for a $500 win. Its strong mid-tier wins and 80% payout contribute to its success. The $50 game significantly boosts sales and revenue, with a 14% increase year-over-year and a 14% incremental sales boost compared to a scenario without the $50 game. North Carolina now ranks third in per capita $50 sales.