The Oklahoma Lottery launched its first $100 instant ticket, Deluxe Gold, at the end of February. It is the second $100 ticket in the United States, following Texas, and the fifth $100 ticket in North America.
To promote the new scratcher, the Oklahoma Lottery has skinned its website to look like the $100 ticket. In late May, the lottery will run a three-week ticket-for-entry promotion, with one prize of $100,000 up for grabs.
“This is the largest promotion prize we have ever done,” Abby Morgan, Director of Marketing & Product Development, Oklahoma Lottery, said. “We have a large digital and TV campaign starting on March 13th to help support awareness of the ticket and we plan to launch a large enter-to-win promotion in late May.”
The Deluxe Gold $100 scratcher is a limited-edition product, which is a departure from the lottery’s usual strategy. “This is very different for us and from what I can tell, very different from what any other state has done. I did an extremely limited print quantity on this in hopes to drive urgency and give it something a little more special,” Morgan said.
Compared to the Texas Lottery’s $100 scratcher, which had a print run of 10,379,010 tickets and Oklahoma’s $50 game, which had a print run of 3,600,000 tickets, the Oklahoma Lottery only printed 492,204 Deluxe Gold tickets.
“I think this is a great opportunity to see what the market will do with a $100 option out there,” Morgan said.