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If you venture deep into Oregon’s forests, you might catch a glimpse of Bigfoot. But at an Oregon Lottery retailer, you’re guaranteed to see him along with four other cryptids in the Lottery’s newest game, Oregon Monsters. This $5 instant ticket offers a $30,000 top prize and a second-chance drawing.
The idea for Oregon Monsters came when the Lottery wanted a fall-themed game that could avoid the limited sales window of typical Halloween tickets. “We didn’t want to do a Halloween-focused ticket because you never know if it’ll sell out before the season ends,” says Shad Barnes, Senior Manager, Digital Marketing, Oregon Lottery. Yet, every state has local lore. Oregon has several famous cryptids, most notably Sasquatch. The Lottery could tap into these homegrown monsters on a ticket; it would provide a Halloween feel but offer a longer lifespan given its ties to the state. “We pitched about six different ticket ideas, and this was the one we felt had the most legs in terms of local storytelling,” Barnes adds.
The front of the ticket is high-contrast and brightly colored, featuring five cryptids from different regions of the state—Sasquatch, Dogman, Colossal Claude, the Devil’s Lake Monster, and the Wallowa Lake Monster. “We really wanted to lean enough into the regional identity. For this game, we had the intention of focusing on specific geographical areas and lore behind the creatures,” Barnes explains. They toned down the monstrous aspects of their cryptids. Their take on Colossal Claude was not meant to mirror traditional sea creature designs. Instead, they opted for a more customer-friendly art style, steering away from darker interpretations. The focus was on creating something fun and approachable, rather than scary or intimidating; this resulted in a more lighthearted look for the creatures.
On the back, players can read local tales about each cryptid, adding depth and connecting the ticket to Oregon’s rich folklore. For instance, Sasquatch says, “Also known as Bigfoot. This seldom-sighted, giant, hairy beast of the Pacific Northwest is known for the ginormous footprints it leaves behind.”
Marketing
Once the game hit retailers, Barnes’ team supported it with a digital-first campaign, which included digital display ads, out-of-home, social media ads, in-store interactive displays, earned media, email, and owned channel messaging, including an enter-to-win giveaway.“We don’t put an advertising campaign behind every ticket, but we believed Oregon Monsters would perform well, so we invested in promoting it,” Barnes says. As part of the social media push, the Lottery’s advertising agency purchased media that promoted the game on TikTok. The ads were built by Oregon Lottery staff and invited players to “search for the cryptids” in a playful, first-person, reality-TV style.
Sales
Every indication shows the game is a hit and will sell out fast—it is the leading $5 game in their market and is trending to sell out a month earlier than initially projected. “Contextually-themed, ‘Oregon’ games resonate with players,” Barnes notes. “When you do a promotion or game that’s well connected to your state, it resonates because it’s relatable and meaningful for the people who live there.”
By leaning into local lore, the Oregon Lottery shows how localized games celebrating different regions of the state can be powerful drivers of a game’s success. Similarly, the New Jersey Lottery saw fantastic results with The Jersey Debate, which pitted North and South Jersey against each other. Localized games that celebrate authentic aspects of the state—rather than played-out stereotypes—can bolster ticket sales. “We’re excited to see how this momentum carries forward,” Barnes concludes.