Ammie Smith, Chief of Product, SC Education Lottery
From October through December of last year, we introduced Cash Pop Bonus, aligning with the same promotional window used for Cash Pop Doubler in 2024. Cash Pop Bonus promotion gave players the opportunity to instantly win double their purchase amount (for example, $4 on a $2 play). Like Doubler, the offer was available across all four price points. The promotion was supported with in-store POP, digital billboards, and a new broadcast and radio campaign.
In 2024, Cash Pop Doubler increased year-over-year sales by 30% during the promotional quarter and drove a sustained 19% lift in weekly base sales after the promotion ended.
Cash Pop Bonus entered the market with the challenge of exceeding an already high-performing benchmark set by Cash Pop Doubler. Player response exceeded expectations, with Cash Pop Bonus outperforming Cash Pop Doubler by nearly 8%. We are currently seeing another sustained 19% lift, though we expect that growth to normalize over time.
Because of the success of Cash Pop Bonus, we are introducing Pick 3 and Pick 4 Bonus from July through September of this year. The players will see $10 instant wins on their Pick 3 and Pick 4 purchases, offering a reward to our most loyal players. We hope to see similar sales results to those we saw with Cash Pop Bonus.