Kara Sparks, Director of Products
Pennsylvania Governor Josh Shapiro signed legislation reducing the Pennsylvania Lottery’s mandatory profit margin from 20% to 10%. This change will give the Lottery more prize structure flexibility, particularly in scratch-off tickets, to better respond to player demand for games with larger payouts and more chances to win. We are thrilled that the first games that will see increases in payout and prizes are our holiday-themed games, going on sale in November.
In August, we are launching a set of games that, in concept, couldn’t get much larger: Jurassic Park! At retail, a $10 Scratch-off and a $10 Fast Play game will use movie assets to their full effect, utilizing HD play symbols, specialty printing, and a lush jungle of prizes. Our eInstant and EZ eInstant games will add progressive jackpots to the mix. Pennsylvania Lottery players rank Hawaii as a top dream destination, so we’re thrilled that forty winners from our Jurassic Park Second-Chance Drawing will have a chance to win up to $1,000,000 in the $1,000,000 Jackpot Challenge in Oahu, Hawaii.
In October, online only, we are launching two Stranger Things games – an eInstant and an EZ eInstant – both timed to coincide with Season 5 of the Netflix hit series.
And in November, Elf is bringing cheer to our holiday line-up. In development now, there will be a $5 Scratch-off, a $5 Fast Play, an eInstant, and an EZ eInstant – all full of maple syrup and snowballs – and prizes!
And for Valentine’s Day, we are launching a $2 Love is Blind Scratch-off game, which is certainly a modern twist on finding a match!
Jenny Merriman, Deputy Director of Marketing
This fiscal we made a few tweaks to our Scratch-off media channel support. The biggest change was increasing budgets to in-store media channels and media channels where people are out and about to help boost sales to impulse purchasers. Media channels include TV, OTT/streaming, online video, paid social, including influencer support, and out of home (digital, 30 sheets, and permanent boards). New media channels for us this year include streaming radio, in-store radio, and gas pump videos at select retailers, as well as Atmosphere TV that will run in bars and restaurants.
We also continue to use sponsorship events to support our licensed property tickets at major concert venues and retailers across the state. These events are used to interact with all types of players and remind consumers that the PA Lottery is fun and exciting. Merchandise, promo tickets, and coupons are given away in a fun game that relates to the ticket concept. Also new this year is our own branded Lottery events that feature a giant scratch-off ticket where you “scratch” to win PA Lottery branded merch.