By Randy Spielman, Deputy Executive Director, Product Development and Digital Gaming, N.C. Education Lottery
In FY22, the NCEL’s Lucke-Rewards loyalty program launched a number of special promotions. In February 2022, we launched our annual Multiplier scratch-off family second chance introducing the Super Bonus. Players earned entries with each ticket entered, but if they entered a complete family set, they earned 100 Super Bonus entries into the second chance. Incentivizing play across all price points proved a major marketing success.
Then, in June 2022, we launched NCEL’s first rolling jackpot second chance, bringing the anticipation of a rolling jackpot prize to the second chance experience. With every eligible “Carolina Jackpot” scratch-off entered into Lucke-Rewards, players earned entries, and the jackpot rolled in real-time. To further gamify the experience, players got a chance to play a Carolina Jackpot digital game at ticket entry to reveal the variable number of entries they earn in the promotion.
In FY23, our primary focus will be on back-end development, game changes (such as the launch of the Fireball add-on for Pick 3 and Pick 4), the launch of Pick 3 and Pick 4 in our Online Play eCommerce platform, and user flow optimizations. One expansion we eagerly anticipate in FY23/24 is the development of promo codes for Lucke-Rewards draw entries.