Missouri Lottery launched its first-ever $50 ticket, called “Millionaire Blowout,” on January 31, 2022. Printed by Scientific Games, it features an 80% prize payout.
“Our estimated weekly sales and weekly PC sales for this $50 game is $2,614,059 (26-week weekly average), 0.43 per capita,” said Bill Burton, Scratchers Product Manager, Missouri Lottery.
Advertising will include digital and retail campaigns. “We have a digital only advertising campaign planned using Streaming TV (Hulu, Roku, YouTube) with 30-, 15- and 6-second spots, Streaming Audio (Pandora, Spotify) with a 30-second spot and paid Facebook advertising,” said Rhonda Fehr, Advertising Manager, Missouri Lottery. “We will provide retail/POS presence for both the game and the monthly drawings.”
The lottery will be including the new $50 ticket in its monthly Scratchers drawings. “Formerly, the drawings included only the $30 games, and now with the inclusion of the $50 game, we are branding the drawings as the ‘Scratch Big, Win Big’ monthly drawings. Players receive one entry for every $10 worth of $30 and $50 games in a monthly drawing for 10 winners of $500 cash,” said Tyler Luetkemeyer, Promotions Manager, Missouri Lottery.
Marty Zuniga, Community Relations Manager, Missouri Lottery added that “we will feature ‘Millionaire Blowout’ and the ‘Scratch Big, Win Big’ monthly drawings in our sponsorships with Black History Month in February.”
There is a special social media promotion. “We’re excited to offer an interactive puzzle contest on social media, using the game art, awarding 20 winners with a free ticket,” said Wendy Baker, Communications Manager, Missouri Lottery.
Finally, the higher price point ticket will be featured in the players’ club. “We will highlight the new $50 by having players enter it into the Players Club to earn Rewards. As the game progresses, we will pair with another high price point for a different reward,” said Kristin Vuilcott, Draw Games Product Manager, Missouri Lottery.