Introducing new twists on established products is a proven way to renew customer interest, inject excitement, and increase perceived value. This strategy is leveraged by many popular brands, including ice cream giant Ben & Jerry’s, which regularly introduces exciting new flavors that reimagine the classic summer treat. Lottery products are no exception. Instant tickets have achieved outstanding success in recent years, with North American sales trending 30% higher year-to-date in 2021 as compared to 2019. However, to sustain this momentum, innovation is key. Pollard Banknote continually reimagines what an instant ticket looks and plays like, ensuring that the category remains a source of entertainment for players.
For the launch of its The Cash Game ticket, the Iowa Lottery utilized Pollard Banknote’s Clear Play™ innovation. The unique transparent substrate offers a look and feel that is distinct from conventional card stock, allowing light to shine through and making graphics and colors pop. Lottery players loved the refreshed game, propelling the ticket to sales 21% higher than all other $10 games released by the Lottery since 2018.
The use of innovative features is also a perfect way to refresh a family of games, as demonstrated by the Maryland Lottery. Leveraging two of Pollard Banknote’s Winning Combinations™, the Lottery chose Scratch FX® and Neon ink for two price points in its X the Cash family and Scratch FX® and Pure Pastels for the other two price points, ensuring the games captured attention at retail. After 10 weeks of sales, the family performed better than any other launched by the Lottery in the past four years.
Offering added value is another proven strategy to renew interest in established products and was a driving force behind the development of our latest innovation. EasyPack™, coming soon from Pollard Banknote, combines the excitement of pouched games with the ease of vended tickets to create a fan-folded bundle of scratch tickets. This industry-first innovation is ideal for lotteries that rely on standard dispensers and vending machines and offers an unparalleled value proposition for higher price points.
At Pollard Banknote, our passion for innovation means constantly introducing new products and refreshing core products, keeping portfolios exciting, while remaining true to the player experience. Like new ice cream flavor combinations, our innovations add value and appeal to instant tickets, ensuring continued success for the good causes our lottery clients support.