Pennsylvania Lottery launched its $5 Wheel of Fortune® instant ticket in August, spinning the last days of summer into fun.

Choosing to sell this licensed property was a no brainer. “The Wheel of Fortune brand consistently earns top scores in our player research, and we have sold three Wheel of Fortune branded games in recent history that have over-indexed in their respective price points,” said Kara Sparks, Director, Products, Pennsylvania Lottery. “It is a strong, recognizable brand across the lottery and gaming industries. The brand calls to mind a fun, entertaining game with chances to win big prizes—a perfect fit.”

The lottery anticipates weekly sales will average over $2 million in the first 10 weeks on sale. There are 12 million tickets printed. “Based on our experience with other licensed properties at the $5 price point in Pennsylvania, we are confident that Wheel of Fortune will index above the average $5 game,” said Sparks.

Launch advertising includes TV, digital out-of-home, printed 30-sheet out-of-home boards, in-store signage, online banners, online video and a WAZE ad. The social media campaign will include posts to Facebook, Twitter and Instagram.

The lottery also includes spinning a wheel as part of the product promotion. “Without a doubt, the most important element to maximizing sales of licensed properties in Pennsylvania is staying true to the brand,” said Sparks. “This includes ticket imagery, symbols, and in some cases play style, which should all be closely linked to the brand and its easily-recognizable elements.”

The lottery’s District Sales Representatives are conducting retailer events. “Special events at retail locations will offer players the chance to spin the Lottery wheel if they make a $5 Wheel of Fortune ticket purchase (limit two spins per person),” said Sparks. “The player could win Wheel of Fortune-branded merchandise, including a T-shirt, water bottle, blanket, or Bluetooth speaker or a coupon for a free $2 Powerball® play.”

Licensed games, such as Wheel of Fortune, are important for the lottery to offer instant ticket players.

“Licensed properties lend brand recognition and relevance to our players,” reported Sparks. “Depending on the brand, they can entertain though nostalgia or current events. Our sales force and retail network enjoy and benefit from the promotional and thematic merchandising opportunities licensed properties can provide. In addition to lottery marketing, many retailers bring their own creative ideas to their stores that grab the attention of their regular and occasional lottery customers.”