As lotteries conceive new instant games for the upcoming holiday season, developing creative ways to make their holiday games stand out becomes increasingly difficult. With more instant games sold during the holiday season than at any other time, lottery marketers have no room for error; their games must cut through the clutter.
“Customization is a key differentiator for holographic material,” noted Robert Hazen, Executive Vice President for Hazen Paper Company. “Hazen holographic comes in coordinated patterns that leverage gaming themes, anniversary events, and lottery logos.
Players purchase instant games as holiday gifts and stocking stuffers for friends, family members, and co-workers during the holidays. To meet this demand, lotteries offer a wide array of holiday games. Last year, some lotteries offered as many as 13 holiday-themed instant games. In North America, more than 240 holiday-themed instant games were sold in 2022.
In support of the 2023 holiday season, Hazen Paper is introducing six new holographic holiday patterns: Candy Canes, Holiday Stockings, Holiday Presents, Peppermints, Snowmen & Snowflakes, and Christmas Tree Lights. These new holographic holiday patterns can enhance lottery holiday ticket sales by increasing their visibility at the point of purchase and improving their appeal for gift-giving.
“Typically, we see a 15% to 30% increase in sales for holographic games over plain-board,” observed Hazen. “The Texas Lottery saw a $5 game in a holographic family of games (FOGs) that indexed at 202 with the average index in this series at being 143. A Tennessee Quantitative test (which isolated holography as the only variable) confirmed that a holographic game indexed at 179 vs. a comparable plain board game.”
Holographic games boost sales and profits, which marketers can see proof of using Hazen’s Profitability Calculator at www.holographyx.com/profit. “The increases in sales come primarily because of holography’s heightened visual impact at the point of sale. Holographic holiday games look more festive because of their changing 3-D effects, colors, and visual movement,” said Hazen.
Holiday-themed FOGs can also benefit from using holographic backgrounds because their theme visually connects the games. “At the end of the day, performance matters,” declared Hazen. “In state after state, we consistently see higher indexing for holographic FOGs. Texas has seen indexes in the 140s, Ohio ranges from 121 to 146, and North Carolina tops the charts with an astonishing 165 to 197.”