The Tri-State Bloc, consisting of the Maine, New Hampshire, and Vermont Lotteries, introduced a new $10 scratch-off game, The Golden Spin. As a successor to the popular Big Spin, it has already proven to be a standout, thanks in no small part to its blend of familiar gameplay with a licensing twist.
The Tri-State Bloc aimed to build on the momentum from The Big Spin while appealing to players seeking more “VIP” experiences. “The success we had with the $5 price point made it an easy decision to bring on the next iteration of the game. The timing was right when Alchemy3 presented the next level of The Big Spin,” says Maura McCann, Director of Marketing, New Hampshire Lottery.
Next Level Game
The Golden Spin launched in May 2024. This iteration increased the ticket price to $10 and diversified the prize reveal options, incorporating mobile phone reveals for New Hampshire and Maine, while Vermont opted for a combination of retail, website, and app reveals. Additionally, it significantly upgraded the grand prize experience. Jeffrey Schweig, President, Alchemy3, highlights, “By leveraging our Golden Nugget partnership, the Bloc created a game that elevates the prize experience to a new level. The Golden Nugget brand is synonymous with luxury, cash, and big wins, making it the perfect fit to enhance this promotion. This collaboration allows us to offer a unique and memorable experience that stands out.”
One of the most interesting aspects of the original Big Spin was its in-store prize reveal. After purchasing, players—and anyone else in the store—could watch a short video of a prize wheel on the terminal monitor to see if they won a prize. McCann explains, “Next for New Hampshire was moving the ‘SPIN’ prize with a ‘prize reveal’ from retail and taking it to the next level. When a player wins a ‘SPIN’ prize, instead of the reveal being at retail, New Hampshire took it one step further with a mobile phone reveal—convenience in the palm of your hand.”
Finally, the Bloc wanted to level up the grand prize experience. While The Big Spin had a local event, The Golden Spin will send five grand prize winners to the Golden Nugget Las Vegas Resort & Casino for a four-day, three-night stay in a luxurious two-floor, 1,200-square-foot spa suite. The suites feature a spiral staircase and floor-to-ceiling windows that offer dramatic views of the Las Vegas Strip. Each winner will also receive $2,000 for shopping, dining, and gaming.
On the last night, the winners will participate in the grand finale. Alchemy3 and the Golden Nugget will set up a giant prize wheel in the heart of Las Vegas. Each winner will take center stage, for all of Fremont Street to see, spinning the golden wheel for a chance to win up to $250,000.
Each state’s ticket showcases unique art and promotes the game in its own way. Maine and Vermont even collaborated on a TV commercial.
“The Golden Spin commercial begins in the setting of a typical laundromat, capturing the rhythm of daily life. As the wheel slows to a stop, laundromat customers find their regular clothes replaced with glamorous Vegas-style attire. The message is clear: with The Golden Spin, even the most ordinary can be transformed into an exciting, unforgettable experience,” Marina Dosch, Marketing Manager, Vermont Department of Liquor and Lottery, says.
Next Level Sales
Despite some marketing differences, players love the ticket across the Bloc. “It is doing exceptionally well in Maine. We had to move up our second-chance drawing dates because we will sell out of the tickets in half the time we anticipated,” Lisa Rodrigue, Marketing Manager, Maine Lottery, notes.
“If you asked that question and we all answered at once, we would yell ‘exceptional’! Compared to other $10 price points in New Hampshire, it’s our best seller, even beating out the ever-popular $10 holiday scratch games,” McCann emphasizes.
The Golden Spin’s evolution showcases a perfect example of how lotteries can merge a tried-and-true game with a license to deliver an even better result. As Rodrigue puts it, “It was the next step. We wanted to make The Big Spin bigger and better, and we achieved that.”