Rhonda Zimmerman, Director of Scratch Product
We’re thrilled about the lineup of exciting games launching this year! One of the highlights is a brand-new $5 hybrid game we’re developing in collaboration with Scientific Games. This innovative ticket combines the classic key number match scratch-off experience with a digital twist: a QR code that links players to an interactive game for a chance to win additional prizes. While the ticket remains a bearer instrument and prizes must still be claimed at retail, this hybrid format adds a fresh layer of engagement. Launching in September as part of our Halloween lineup, the game also features a player-favorite “frenzy-style” prize structure, offering lots of $600 top prizes that are cashable at retail.
In the spring, we are launching a heartwarming omnichannel campaign that spans Scratch-offs, Fast Play, and Instant Play games, all centered around an adorable pet theme. In partnership with Kentucky’s largest pet adoption agency, this campaign will feature images of cats, dogs, and even horses, all of which have found their forever homes. It’s a wonderful way to celebrate these beloved animals and their heartwarming stories. To add an extra layer of excitement, the game will include a second-chance promotion, giving players the opportunity to win pet-themed prizes. It’s a delightful way to engage our audience and support the game.
Michelle Stevens, Director of Media and Digital Strategies
This year, for Scratch-off products specifically, we are utilizing more in-retail media tactics than previous years, such as in-store audio and gas-pump and point-of-sale messaging to increase promotion of newly launched games and promote trial of all products that can be found in retail, whether that’s a c-store or chain retailer location.