Adding More “Pop” to Cash Pop
Katherine Cundiff, VP, Product Development & Research, Georgia Lottery Corp.
Katherine Cundiff, VP of Product Development and Research at the Georgia Lottery Corp., discussed the launch and evolution of “Cash Pop,” a game designed to attract new and younger players. She outlined the initial strategies used to introduce the game in 2019, including engaging marketing campaigns with characters like “Bob Revere,” social media influencers, and a focus on simplicity and multichannel availability.
Despite initial success, the game experienced a sales decline, prompting the Lottery to add new features such as instant cash wins at retail and a $10 wager option. These enhancements revitalized the game, significantly increasing sales and player engagement.