When Virginia Lottery research findings indicated Alchemy3’s “Let’s Make a Deal” licensed property could be a great fit, management went “all in.” And what better way to showcase the iconic game show’s potential than to give employees the chance to experience the fun and excitement firsthand?
In 2024, Lottery staff participated in a live recreation of the iconic game show at its annual sales and marketing conference. On the network television show, host Wayne Brady has audience members participate in various games to win prizes and then offers deals to exchange those prizes for better—or potentially worse—outcomes. The version of the show put on for Virginia Lottery was just as quirky and thrilling, with directors, managers, and sales reps dancing and singing to their hearts’ content.
“We had Alchemy3 come in and do a big event,” Scott Kenyon, Deputy Executive Director of Marketing, Virginia Lottery, says. “It showed why people will like this game and why they will engage with it. It was a cool way to highlight the fun features that make game shows great for lottery.”
Jeffrey Schweig, President at Alchemy3, agrees: “Let’s Make a Deal is perfect for integrated marketing executions, and we’ve expanded our experiential events business by offering these kinds of localized, scalable, and affordable programs to meet the individual needs of any lottery.”
The Research
The immersive live version of the show wasn’t the only reason the Lottery felt “Let’s Make a Deal” would be a great game. Virginia conducts biannual scratch-and-concept research, reviewing 50 to 60 game concepts with players across various price points. Let’s Make a Deal was included in one of the most recent rounds of testing.
The results were phenomenal. “Let’s Make a Deal” was the top performer among all the $5 licensed property scratchers and second highest performer among all $5 scratchers—both licensed and generic—in the MaxDiff analysis, a survey technique that helps researchers understand how consumers prioritize items by asking them to choose the best option from a set.
“It also had the highest likelihood of purchase among new and lapsed players,” Kenyon adds. “Overall, it was a strong performer. Based on the research, we decided this was a good opportunity for us to explore.”
The Lottery worked with Alchemy3 to launch Let’s Make a Deal on October 1, 2024. The property is featured on a $5 scratch ticket, $2 Print ‘n Play, and an iLottery game.
“We want players to engage with us in whatever way is most comfortable for them, whichever way they prefer. So having it across multiple channels allows us to do that,” Kenyon says.
Because the iLottery channel allows for a more interactive entertainment experience, the eInstant game maximizes several iconic mini-games featured on the show. For instance, one game, Big Box or Small Box, has contestants choose between two mystery prizes—one hidden in a big box and the other in a small box. Contestants hesitate because one prize will be fantastic while the other is a “zonk,” or an unwanted prize. It’s a simple concept, but integral to the show, and the Lottery has incorporated it as one of the four eInstant bonus rounds. These types of mini-games, already well associated with the brand, help enliven the experience for players. “That gamification that’s already naturally built into the game really does help connect it so well to lottery,” Kenyon comments.
The Virginia Lottery launched the game on October 1 with a comprehensive A-level marketing campaign to support Let’s Make a Deal, including television and radio, in-store point-of-sale materials, and digital outlets to maximize visibility. “Licensed properties are so important from an acquisition perspective for us. We want these to be out there in as many different media channels as possible because that’s where we engage with new players,” Kenyon says.
Showtime!
Among the most compelling elements of Let’s Make a Deal are the second-chance experiential event opportunities. With two main options for these events—sending players to attend live tapings of the show in Los Angeles or replicating the game show experience in-state—lotteries can connect with players meaningfully, creating memorable experiences that generate buzz and excitement.
For lotteries mindful of their budgets, producing game-show experiences in-house is a realistic, cost-effective option. Alchemy3 demonstrated at the Virginia Lottery sales and marketing conference that engaging events don’t have to break the bank. Lotteries can host affordable local experiences for players, from a small launch party to a massive state fair production. This approach is scalable, allowing the lottery to select more winners while leaving more budget for prizes, and it could also generate valuable earned media.
Let’s Make a Deal’s appeal is obvious. When tested, it exceeded expectations in Virginia’s research groups. The flexibility of the ticket will enable lotteries to scale events from an intimate, grassroots gathering to a larger-scale VIP experience, depending on audience and budget needs. The program even offers fun gamification options for second-chance entry reveals and bonus rounds with the eInstant game. As Kenyon affirms, “We’re trying to create experiences that resonate with players and let them be a part of something really fun.”
