Whitney Alderson, Assistant Deputy Director, Marketing
We are excited to continue our celebration of the California Lottery’s 40th anniversary for the second half of 2025, as we launch more games to celebrate 40 years of providing supplemental funds for education. We recently launched California Dreamin’ ($5), a game that highlights fun facts about our mission and how players have contributed to California schools with every purchase.
We will launch another anniversary game near our actual anniversary date in October that is a super-sized, premium makeover of our first-ever Scratchers, California Jackpot, which was originally released in 1986 as a $1 ticket. The new edition will be at the $10 price point.
Following the success of our Hot Spot Multiplier Scratchers, a crossover theme with our Hot Spot monitor game, we’re excited to launch a new Scratchers game based on our in-state lotto game, SuperLotto Plus. Like the Hot Spot game, prizes for this game include $5 worth of plays for the draw game to drive trial and cross-play.
This fiscal year, we are also looking forward to a highly anticipated new partnership with California’s three NFL football teams, which will include branded Scratchers games, 2nd Chance prizing, and co-marketing in the teams’ stadiums. Next spring, we are also excited for the launch of a fun, nostalgic licensed property, JAWS, and its accompanying 2nd Chance promotion.
We will continue to support the entire instant category with our Scratchers repositioning initiative that emphasizes the fun and entertainment value in our games. This initiative is designed to increase the appeal of Scratchers games and frequency of play among casual, new, and lapsed players. This campaign will play a key role in all of our marketing, including an exciting new partnership with California’s three NFL football teams for the 2025 season. Californians are big NFL fans, and they are highly engaged with brands and products that feature their favorite sports team, so these partnerships will help us drive brand awareness, build consumer appeal, and create meaningful experiences with those sports fans.