“We have experienced great success with ‘mini families.’ Last spring we launched a $2 game, Boil it Up, as a strategic alliance with Zatarain’s seafood boil with a $1 crawfish ticket using similar colors/graphic feel, and marketed the two games together. While our seasonal $1 crawfish game is typically a higher performer, this year’s ticket indexed at 139 and the $2 branded game reached 162! As a take-off on the same concept, to mark our 11th consecutive annual partnership with the New Orleans Saints, we launched not one but TWO team-branded games at the $2 and $5 price points. Both are eligible for entry into our second-chance drawings for game day experiences and official autographed merchandise.”—Susan Clayton, Director of Products, Louisiana Lottery Corp.
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