A slate of lotteries plan to launch IGT’s Super Ticket™ in 2018, with the list to date including Texas, Kansas, Nebraska, Indiana, Idaho and DC, plus Lotterywest.
The reason is super simple—a Super Ticket launch brings an immediate lift to a lottery’s instants category. This oversized game offers an attractive value proposition, creates a new product category and increases product facings. There is also less strain on a lottery’s bottom line because Super Ticket can provide an opportunity to exchange payout for play value.
Super Ticket has a high perceived value, with players getting an oversized ticket, often with multiple games, for $10. The product attracts attention because the 8”x 8”, 12”x 8” or 12”x 16” ticket breaks through the clutter at retail. IGT can produce it in many product configurations.
Super Ticket has been executed in wide-ranging themes, including cash, holiday and gems. Some 2017 Super Ticket launches include “Precious Metals,” “Happy Holidays,” “Big Money,” “50x,” and “Super Hit.” The top three lottery jurisdictions as ranked by a 12-week index for Super Ticket are Kansas Lottery, Virginia Lottery and Nebraska Lottery. And a new $30 Super Ticket in Kansas is already a winner, with one retailer selling-out 10 packs within one hour of receiving their initial order.
IGT pre-sells custom Super Ticket dispensers and has developed many best practices, including building a program, developing a 12-month product plan, featuring multiple dispensers (per retailer), doubling normal order quantity, and featuring a “4 Games for $10” callout.
IGT’s analytics show Super Ticket sales are mostly incremental, with no cannibalization evident at the $10 or $20 price points. Super Ticket outperforms rotational games, with longer print runs and higher penetration being key factors. Super Ticket has been seen to grow overall portfolio averages by more than 5%.
Super Ticket is a global phenomenon with success in both U.S. and European markets. TIPOS, a.s. in Slovakia launched a very successful international Super Ticket, Super Zreb, in July 2017.