The British Columbia Lottery Corporation (BCLC) has launched Crossword Extreme, the lottery’s first $20 Crossword ticket. Printed by Pollard Banknote Limited, the game was launched at the C$20 price point in celebration of the 20th Anniversary of the B.C. Lottery’s successful Crossword category.
To entice players with an attractive value proposition, Crossword Extreme was printed utilizing Pollard Banknote’s Jumbo Pop ‘n’ Play™ innovation, allowing for 13 games across the front, back, and inside of the ticket. Jumbo Pop ‘n’ Play™ tickets feature a perforated center, inviting players to open the ticket and reveal a jumbo spread of games loaded with chances to win. BCLC is known for being an innovative lottery, so it is fitting that it is the first lottery to launch this innovation.
Crossword Extreme contributed to a remarkable 22% sales growth of the Crossword category (based on a comparison of sales 10 weeks before and after launch), with minimal cannibalization of current lower price point Crossword games. Crossword Extreme, with its unique play format, was so successful that the Lottery is launching a refreshed version in 2018.
To let players experience the incredible amount of game play in this unique ticket hands-on, BCLC leveraged on-counter displays at select retail locations. These displays allowed players to touch and open the product to see the wealth of play grids on the front, as well as the inside of the ticket.
“We are happy to continue helping BCLC grow its Crossword category and enhance its instant ticket portfolio,” said Brad Thompson, Director Sales and Marketing, Pollard Banknote. “For over three decades we have worked with the Lottery to help keep its instant ticket portfolio fresh by offering innovative products. We look forward to continuing to work with BCLC in order to help the Lottery offer new, exciting products to its players.”
“Crossword Extreme, the Lottery’s first $20 Crossword ticket, is a big success,” said Heather Tryon, Senior Manager, Lottery Marketing, BCLC. “Pollard Banknote’s Jumbo Pop ‘n’ Play innovation maximizes play area, offering players an unprecedented 13 puzzle grids, each enhanced by neon and multicolor translucent inks. Pollard Banknote’s innovative products have helped us drive revenues in support of the province for over 30 years, and this game proves that we can still offer our players new Scratch & Win experiences.”