Katie Luetkemeyer, Draw Games Product Manager, Missouri Lottery
We retired one of our legacy in-state jackpot Draw Games, Lotto, and introduced MO Millions on Oct. 19. Like Lotto, the MO Millions jackpot starts at $1 million and draws on Wednesdays and Saturdays.
MO Millions introduces several structural changes from the previous Lotto game. The new game moves to a $2 price point, compared with Lotto’s format of two plays for $1, and features a revised 6/42 matrix instead of 6/44. It also incorporates a built-in “Bulls-Eye” number and a Double Play drawing alongside the EZ Match option. In addition, prize tiers in MO Millions are fixed amounts, whereas several Lotto prize levels were variable and based on sales.
We had a statewide launch promotion called BigMO Combo. On each Wednesday and Saturday from October 22 to November 29, players who purchased a BigMO Combo received all of the Missouri-only Draw Games and a FREE $2 MO Millions, allowing them to try the new game for free. 13,400 promotional purchases delivered a 25% positive ROI, and we plan to run this promotion again in April and September to continue bringing attention and excitement to this game.
We are in the early stages of promotional planning for Powerball X’s and O’s, as we await final game details from MUSL. We have discussed possible month-long launch promotions, as we have with other games, designating a day of the week to offer a standing Buy X, Get Y promotion centered on the game.