Winnesota isn’t a place on a Rand-McNally road map. It’s a destination where winning is a reality in Minnesota.
The Minnesota Lottery’s featured summer product is a collaboration with well-known Minneapolis artist Adam Turman and its ad agency. “The Winnesota Summer scratch game features four brightly colored scenes that highlight a popular summer activity, which are sure to resonate with Minnesotans. The game will have a second chance component to give players an opportunity to win merchandise featuring some of Turman’s artwork or $10,000 cash,” said Liz Smith, Brand Strategist, Minnesota Lottery.
Marquee names, new price points, progressive jackpots and family of games also define the scratchoff launches in fiscal 2022, according to a La Fleur’s Magazine survey.
Multiple lotteries will launch WILLY WONKA GOLDEN TICKET™ in 2021. The New Mexico Lottery Authority launched the game in June as part of its year-long 25th-anniversary celebration. “The game features a second-chance drawing with a chance to win a trip to Las Vegas, NV for a chance to win up to $1 MILLION per year for a lifetime,” said Wendy Ahlm, Director, Advertising & Marketing, New Mexico Lottery.
The Pennsylvania Lottery reports its $10 WILLY WONKA GOLDEN TICKET™ ticket will include specialty print features, as well as iLottery and Fast Play spinoffs. “This summer will be filled with new play styles and themes with eye-catching designs utilizing a few specialty print features offered by Scientific Games,” said Kara Sparks, Director of Products, Pennsylvania Lottery.
The Ohio Lottery will offer a $5 WILLY WONKA and second-chance promotion. “Win trips to Vegas for a shot at one million dollars will be the call to action for the VIP Club,” said Sandy Lesko Sabbath, Deputy Director, Marketing, Ohio Lottery.
In FY22, Georgia Lottery Corp. will introduce its first $15 scratcher. The $50,000 Extravaganza game is loaded with $50,000 top prizes. “In support of this game, we will launch the first digital scratch promotional activation in social media. From ad placements in social media, players will be able to click on the image of this exciting ticket and digitally scratch it to win cash prizes,” said James Hutchinson, SVP, Marketing & Product Development, Georgia Lottery Corp.
The Georgia Lottery will award a predetermined number of winners per day with cash electronic gift cards. “The goal is to have players become familiar with the product through an online promotion with the hopes that the familiarity leads to the product purchase when they are in the store,” added Hutchinson.
The Arizona Lottery is launching a new Summer Family of jackpot-themed games at the $1, $2, $5 and $10 price point. “The FOG will be accompanied by the Summer Jackpot Progressive promotion where a progressive jackpot will grow each time an eligible ticket is entered. The jackpots will start at $25,000 and can grow up to a maximum of $150,000,” said Chris Rogers, Deputy Director, Marketing and Products, Arizona Lottery.
FOG Launches
The D.C. Lottery kickstarted the summer with its money-themed Power Cash FOG in June. “We wanted to bring some of the pre-covid excitement back to the summer, so we focused on ticket themes that resonated well with our players as they slowly got back to living their best lives outdoors,” said Stephen Cooke, Instant Product Manager, DC Lottery.
The Florida Lottery launched its Week For Life in July. The FOG features 20 top prizes ranging from $500 to $5,000 a week for life. “Since Week for Life is a regular part of our Scratch-Off tickets mix, our goal was a campaign that gives this familiar Scratch-Off product a fresh spin to grab our players’ attention. The overriding theme is that the Week for Life Scratch-Offs are one of the best motivators to stay healthy—because the longer you live the more you could win! So the excitement lasts as long as you live!” explained Everett Williams, Advertising Manager, Florida Lottery.
Georgia Lottery launched its CA$H FOG in July. “They are designed using exciting bold colors, and this will be the first time holographic and sparkle paper have been combined to achieve a unique look designed to grab the attention of players. The family will include $1, $2, $3, $5, and $20 price points,” said Hutchinson.
The Illinois Lottery will offer a “mini” family featuring the Gold and Silver Premium play during the summer months. “The timing of this mini-family also coincides with the Olympics, so we hope to see some synergies there as we bridge Q3 into the holiday season,” said Marissa Zimmerman, VP, Marketing, Camelot Illinois.
The Power Scratch-off family will launch in Indiana in August. It includes the $1 Power 5X, $2 Power 10X, $5 Power 20X and $10 Power 50X. “The campaign, highlighting that the high-voltage games are electrified with excitement, will be promoted with heavy retail, TV, outdoor, radio, digital, social media and PR support. We will help extend the promotional support with media, social media influencers, retailer and Indiana State Fair promotional activity,” said Brittany D’Haenens, Director of Marketing, Hoosier Lottery.
The New Mexico Lottery’s “Show Me” family features a $3, $5 and $10 ticket. The FOG will offer New Mexico-themed prizes in second-chance drawing that includes trip prizes, cash and merchandise,” said Ahlm.
The Texas Lottery Commission (TLC) will be launching the Jackpot family on September 7. “The Jackpot family is printed by Scientific Games and features the popular $5 Million Vegas Challenge Promotion which was developed by the TLC and SGI,” said Dale Bowersock, Scratch Ticket Strategy Coordinator, Texas Lottery.
The number of entries is based on the ticket’s price point. The primary drawing awards $100 cash plus entry prizes to a total of 19,140 winners. Each winner is entered into a secondary drawing conducted by Scientific Games. The secondary drawing awards 20 trip prizes to Las Vegas where the participants participate in the $5 Million Vegas Challenge® Event. They are guaranteed to win prizes from $5,000 to $5 million.
The West Virginia Lottery launched the Level Up family in late July. “The family features price points at $20, $10, $5, $3, $2, and $1. Each game features a black and single, near-neon color. The game is a fast play ‘avoid’ play style that our players like. This will be the first time that we have included a bingo game in the family. We are sure our players will level up with these fun tickets,” said Michael Thaxton, Product Development Manager, West Virginia Lottery.
The Michigan Lottery’s summer lineup was strategically designed to provide additional diversity to the existing lineup by way of rotational offerings—a $2 top prize taxes paid game, $5 Poker Multiplier, and $10 Ca$h Game.
“These three games showcase our strategic desire to deploy products that meets the playing needs and expectations of several different player segments with the goal of sustained engagement through the summer especially as our return to normal post pandemic gives our players additional external (non-Lottery) opportunities to spend their disposable income relative to last year same time,” said Travis Priest, Printed Products Manager, Michigan Lottery.