The Oklahoma Lottery recently launched its Fast Play category in October 2022, and the game has exceeded expectations. “It’s done so much better than expected. We’re thrilled with it,” Abby Morgan, Director, Marketing & Product Development, said.
To speed up understanding player preferences and optimize promotions, the Oklahoma Lottery has introduced new Fast Play games quicker than other lotteries. Morgan shared, “I think I already have 15 or 16, and I have two more coming out in two days. I wanted to get to 20 as fast as I could.” It helped her gather insights into player preferences, play styles, themes, and price points within a year rather than taking two or three years.
Oklahoma Lottery’s Players’ Club has shown that Fast Play players defy expectations. The game’s demographic has not skewed younger, as initially thought, but rather, it has resembled the age breakdown of scratch ticket players. The Lottery also expected casino players to be highly interested in Fast Play, but the results have been mixed.
When asked about the potential of Fast Play replacing low-price point scratch tickets, Morgan said that such a shift is unlikely to happen anytime soon. “When do we get rid of the $1 scratch tickets? I don’t think that’s any time soon for us. I mean, we sell a lot of $1 tickets. They’re just so popular, and people love them,” she explained.
Morgan emphasized the importance of maintaining low-price point entry products for players who cannot afford more expensive tickets or for younger people who want to dabble without spending much. “From my standpoint, I wouldn’t say $1 scratch tickets take that much effort. I don’t see that happening anytime soon. They’re just too popular,” she said.
While Fast Play has seen success, Morgan believes it still needs more time to be fully understood. The category must reach 20 games before Morgan considers it fully implemented; player awareness of the category can always be increased; and the Lottery has yet to introduce multi-price point, progressive jackpot games, which have been very successful in other states. As Morgan gathers insights and tweaks it, the category’s impressive start will likely grow into a true powerhouse for the Oklahoma Lottery.