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Reimagining Instant Play for a Social Audience
As lotteries worldwide look for ways to reach new audiences, WestLotto has introduced a product that blends traditional instant play with elements of social trivia and digital engagement. The German operator’s new game, Lucky Bunch, combines the familiar mechanics of scratch tickets with quiz-based gameplay designed to create a more interactive and social experience.
The product targets players aged 35 to 45, a demographic many lotteries are increasingly focused on engaging through new formats and entertainment-driven play experiences. Rather than relying solely on traditional instant ticket mechanics, Lucky Bunch incorporates multiple components intended to encourage shared play and participation beyond the scratch itself.
A Multi‑Card Play Experience
Unlike a conventional instant ticket, Lucky Bunch is sold as a multi-card set. Each package includes six quiz cards containing trivia questions, a “Lucky Card” that functions as the primary instant ticket, a bonus card linked to an online picture quiz via QR code, and instruction cards with a link to a tutorial video explaining gameplay.
Players begin by reading a question on one of the quiz cards. The answer, along with a gameplay symbol, is hidden beneath a scratch field. Once the symbol is revealed, players compare it with symbols shown on the Lucky Card. If a symbol from a quiz card matches one on the Lucky Card, the player wins the respective prize.
Separating Skill from Chance
Importantly, the quiz element does not influence the prize outcome. Players may attempt to answer the trivia question before scratching, but the result of the question itself has no impact on whether a prize is won. WestLotto designed the trivia component primarily to add entertainment value and encourage social interaction among players.
“Research conducted during development indicated that the intended audience is strongly motivated by social interaction and a sense of community. Players in this segment often enjoy experiences that allow them to demonstrate knowledge or ability while engaging with others cooperatively or competitively,” says Jennifer Walters, Product Manager, WestLotto.
Because lottery products must remain games of chance, incorporating skill-based outcomes presents regulatory limitations. To address this challenge, WestLotto separated the quiz experience from the prize determination. This structure allows players to demonstrate knowledge and participate socially while maintaining the randomness required of a lottery product.
Designing Around Player Motivation
Testing also suggested that the gaming experience itself may be more important to this audience than the prospect of a single high jackpot. Participants in product research indicated that fun, shared play moments, and a sense of participation can be stronger motivators than the possibility of a large but unlikely prize.
As a result, Lucky Bunch was designed with a prize structure emphasizing more frequent, smaller wins. Early feedback indicated that players often perceive such prize structures as more realistic and satisfying than those focused heavily on top-prize potential.
Product Details and Digital Extension
Lucky Bunch launched on September 24, 2025, and is sold exclusively through WestLotto retail outlets. The product carries a ticket price of €7 (≈ about $7.50–$7.70 USD), a top prize of €10,000 (≈ about $10,800–$11,000 USD), and an overall payout rate of 39.4 percent. Only the Lucky Card is required to redeem a prize, and each set carries a unique serial number printed on every card to prevent players from mixing cards between sets.
The game also includes a digital extension through its bonus card. By scanning a QR code, players are taken to an online picture quiz featuring additional questions. Completing the quiz unlocks an additional bonus scratch opportunity, providing an extra symbol that may match with the Lucky Card.
Early Results and Industry Implications
“Early results suggest the concept is resonating with players across a broad age range. Approximately 19 percent of Lucky Bunch purchasers had not previously bought a WestLotto product, indicating the format may be helping attract new customers to lottery retail locations,” according to Walters.
“We are proud to have been chosen as WestLotto’s partner for this innovative game. The lottery has turned a global recruitment challenge into a genuine opportunity to attract new players, and we’re delighted to congratulate them on this success,” says Julia Cloutier, Senior Director, Sales & Marketing, Pollard Banknote.
For lotteries exploring ways to evolve the instant ticket category, Lucky Bunch illustrates one possible direction. By layering trivia gameplay, social interaction, and digital elements onto traditional scratch mechanics, WestLotto is experimenting with how the player experience around instant games can expand beyond the ticket itself.