Christopher Pate, Draw Games Product Manager, Michigan Lottery
In January 2025, the Michigan Lottery implemented several strategic changes to the Club Keno add-on portfolio to improve value perception, simplify the offering, and enhance jackpot potential.
First, the 10X multiplier was removed from Kicker, and the frequency of 2X–5X multipliers was increased. The intent was to create more consistent multiplier wins rather than relying on a rare top-end outcome.
Second, Extra was replaced with Plus 3. Plus 3 provides players with three additional numbers to match against their Club Keno selections, effectively improving the odds of winning a Club Keno prize and adding perceived value through more frequent prize opportunities.
Finally, The Jack was modified from an 8-spot to a 9-spot game. This structural change allowed jackpots to grow larger and generate stronger headline wins. Most recently, The Jack reached a record $822,159, demonstrating the enhanced jackpot potential.
From a performance standpoint, Kicker sales have stabilized at approximately 25% of total Club Keno sales, compared to about 25.75% prior to the changes. The slight decline is likely attributable to the introduction of Plus 3. When both Plus 3 and Kicker are added to a ticket, the Kicker cost doubles, which may influence player bundling behavior. Individually, each add-on remains priced at $1 per $1 Club Keno wager.
To support the Club Keno enhancements, the Michigan Lottery executed a fully integrated marketing campaign designed to drive awareness and reinforce the updates at retail.
The campaign included broadcast and cable television, connected TV, gas station TV, traditional radio, streaming radio, and in-store radio to reach players across multiple touchpoints. Digital support included paid digital media and digital out-of-home placements to extend reach and reinforce messaging. Print and point-of-sale materials were deployed in-store to capture attention and clearly communicate the game modifications at the point of purchase.