Instant tickets have long been the key driver of lottery sales, and recently, those sales are hotter than ever. To maintain this momentum, lotteries need to focus on creating seamless experiences that offer multiple sales channels and touchpoints to connect with players. From social media and digital engagement to new and existing retail channels and iLottery, there are countless options available to lotteries to maximize their reach regardless of where they are on their digital or retail journey.
Leveraging social media is a great way to create excitement regarding an upcoming game launch by offering interactive content that piques player interest. Lotteries can also bolster an instant ticket program with engaging digital games to extend the play experience and exciting second chance promotions. When these are tied into a loyalty program, there is added opportunity to create meaningful and lasting connections with players.
An effective retail strategy strives to meet players where they are. For example, Pollard Banknote company Diamond Game’s NexPlay® and EZ Tab® products are designed specifically to excel in social establishments. Both have proven very successful in jurisdictions where they have been implemented. Similarly, Select 4™, developed by Pollard Banknote companies Diamond Game and Schafer Systems takes the best features of an ITVM and reduces the size and cost creating a product that facilitates the sales of instant tickets in non-traditional venues.
All of these strategies are particularly successful when coupled with recognizable brands. Frogger, for example, has proven extremely popular as an instant ticket and, as a result, many lotteries have opted to present it in other channels including 2nd chance promotions, electronic pull tabs in new retail locations and on iLottery platforms.
Adopting this approach is the most effective way for lotteries to build brand recognition that will result in continued growth and success.
With a focus on outstanding games, retail excellence and digital innovation, Pollard Banknote is committed to supporting its lottery clients in creating customized and effective strategies that maximize engagement and drive sales to benefit the good causes they support.