Appeal
Avi Levy Instant Marketing Director, Mifal Hapais (the Israeli National Lottery)
All lotteries want instant tickets to appeal to new players. A customer who comes to a POS to buy other impulse products may spot and want to try an instant ticket for the first time ever–will they do it with a ticket of $5? $10? $20 or is it too risky? $1 tickets increase the chance of a new player playing an instant tickets for the first time.