Alchemy3 and the Tri-State Lotteries’ successful evolution of The Big Spin culminated recently in Las Vegas with a VIP winners’ getaway that took the popular “spin event” experience to a whole new level.
“A lot of lotteries have had strong success with a $5 Big Spin, but many have struggled to adapt the concept to a higher price point,” explained Alchemy3 Account Director Fivi Rondiri. “Our Golden Spin execution proves that adding a sought-after travel destination and a licensing twist to this gameplay adds a new level of excitement and exclusivity that players see tremendous value in.”
Striking Gold
The $10 Golden Spin scratch game launched across Maine, New Hampshire and Vermont in May 2024 as a follow up to the Tri-State Lotteries’ $5 Big Spin. Unlike the original game where winners gathered at a local venue for a chance to win big with a spin on the wheel, the $10 iteration sent five grand prize winners to the Golden Nugget Las Vegas Resort & Casino for a four-day, three-night stay in a luxurious two-story 1,200-square-foot spa suite. In addition to the Golden Nugget accommodations and airfare for two, the winners’ package included $1,000 in spending money, $500 in gaming chips, $500 of dining credit, a show at the Sphere and a ride on Vegas’ High Roller. Plus, on their last evening in Vegas, players would get a chance to win up to $250,000 at the Golden Spin event.
Players in all three states instantly gravitated to the gilded game. In the days following launch, demand was so high in Maine that the lottery had to move up their second-chance drawings as sales were on pace to sell out twice as fast as anticipated. Sales for all three member states exceeded expectations, with Maine’s Golden Spin indexing at 105, New Hampshire’s indexing at 107 and Vermont’s coming in at 119.
Showtime
On June 25, the Golden Spin wheel was placed front and center on the First Street stage on Fremont Street, a stone’s throw away from the Golden Nugget. Mickey Boardman, Deputy Director of the Maine State Lottery, served as host welcoming each contestant on stage for their spin. Of the five Tri-State winners, one hit it big with a $250,000 top prize, three players won $75,000 each, and one took home the minimum guaranteed win amount of $50,000.
“The players were elated with their experience, with all of them saying they had a fantastic time,” said Boardman. “The overwhelming sentiment was that this was a once-in-a-lifetime experience, with prize winnings going towards such things as house repairs, helping family members, providing for their children’s future, vacations, a new fishing boat, and a horse trailer.”
Curious onlookers gathered around the Fremont Street stage during the Golden Spin event, Boardman recalled. Many of them asked how they could get up on stage and spin the big wheel.
Boardman was happy to explain that the Tri-State Lotteries awarded the prizes, and you had to play the lottery for a chance to win.
A Golden Opportunity
Boardman said that the Lotteries judged the game’s success on more than just a sales lift. “We try to bring more players into the game who may not otherwise play. It’s a long-term strategy to build a player base,” he said. “Licensed titles succeed when they serve a bigger objective. In Maine’s case, we also measure how many new entrants and new loyalty members were generated by the program because loyalty fuels growth for repeat play and future engagement. You are missing out if you’re not launching these types of games.”
Not All That Glitters …
The Tri-State Golden Spin event capped a clever refresh that combines a proven game mechanic with a proven brand. But the evolution of the “spin” game does not end here, as Alchemy3’s Rondiri explained: “This is only the beginning. Golden Nugget has proven that blending a strong brand with a beloved game mechanic boosts sales, increases loyalty entries and gets players talking. For Tri-State, Alchemy3 is putting together other partnerships that continue this evolution. We’re now pairing it with brands that spark different kinds of excitement.”