Launch Cadence
Dale Bowersock, Scratch Ticket Strategy Coordinator, Texas Lottery
The demand for higher price points and the limited bins available at retail has forced the Texas Lottery to evaluate the future of the $1 price point. The Texas Lottery acknowledges that the $1 price point must remain available for several reasons. First, it is a key price point for new players who aren’t ready to play higher price points yet, and it’s a popular price point during the holidays for gift giving. Also, the $1 price point is valuable for completing purchases when a $2 or $3 ticket is purchased, especially with self-service vending machines that don’t make change. However, to address the limited bins at retail and the reduced demand for this price point, the Texas Lottery has made the decision to start implementing a change to the launch cadence. Previously a $1 scratch ticket game was introduced every month. In this current fiscal year, the introductions were reduced to only six $1 games. The introductions will continue to reduce until we get to our new level starting in our 2025 fiscal year when we will settle in with four introductions, which will include one $1 holiday ticket and a $1 game to be included in our families, which are launched in January, May, and September each year. We plan to reduce print quantities for these games, so there will be only one $1 game in market at any time.