Blockbuster television show The Voice® creates once-in-a-lifetime experiences for people hoping to break into the music world, with over 500 million viewers globally tuning in to witness the excitement. Earlier this year, the Kansas Lottery was the first of many U.S. jurisdictions to offer players the chance to experience The Voice for themselves through the newest turnkey instant game program from IGT. Designed to draw passionate interest from The Voice fans and appeal broadly to multiple player segments, the program features a second-chance promotion with a prize package and a two-stop VIP trip that includes live performances, additional cash prizes, and the energy of the live show at NBC Studios.

“Customers told us they want to appeal to younger and wider demographics, and add new games to refresh their instants portfolio,” said Pat Schmidt, Senior Director, Marketing Brand Licensing, IGT. “With our turnkey programs like The Voice, lotteries can connect players to brands they love, build relationships with new audiences, and continue to engage with them through their player-loyalty programs.”

Turnkey packages from IGT include ticket art and a complete, interactive multi-channel marketing program, allowing lotteries to easily cherry-pick and customize elements to their preferences. “The ticket art can be unique to each lottery, as can the price point and the prize structure,” explained Keith Cash, VP and General Manager, IGT Printing & Services. “For The Voice, Kansas chose three different scenes for their tickets. Ohio printed the game on foil for special effects.” Lotteries can select from and customize point-of-sale pieces, radio spots, static and digital banners, a play-for-fun digital game, and social media content, all pre-approved by the licensor.

The second-chance promotion treats winners to IGT’s signature white-glove service before and throughout the VIP trip, from the airport to backstage-access to The Voice’s “Neon Dreams” live concert in Las Vegas, to travel to Los Angeles. There, the program includes tours and The Voice viewing party, where attendees have the chance to win up to $1 million and the chance to attend the live Season 16 finale. More than an instant game, the program offers lotteries a way to create a closer connection with players through life-changing experiences.

IGT reported 11 lottery jurisdictions will be launching The Voice instant game (Arizona, BCLC, Indiana, Kansas, Missouri, Nebraska, New Jersey, Ohio, Rhode Island, South Carolina, and WCLC).