Localized content is relevant for players, reinforces a lottery’s commitment to its jurisdiction, and strengthens consumers’ loyalty to their state lottery to assist in raising funds for good causes. IGT helps lottery partners launch bespoke games and promotions that are meaningful in their local markets. Here are two recent “localized” success stories:
Georgia
IGT scored with an Atlanta Falcons-themed game and promotion in Georgia.
The Georgia Lottery Corporation (GLC) launched the Atlanta Falcons Rise Up game in late August 2023, just in time for football season. Featuring a “multi-matchline” game mechanic and popular sports theme, Georgia gridiron fans could tackle the targets in the QB Targets Bonus round or reveal jerseys in the Pick Bonus for a chance to win.
The game performed like a pro, landing in the top five for percentage of sales and percentage of players, furthering the Georgia Lottery’s mission to maximize revenue for Georgia’s HOPE Scholarship and Pre-K Programs.
Rhode Island
IGT worked with the Rhode Island Lottery (RILOT) to celebrate its 50th anniversary this year.
50 Years was an omnichannel success, featuring an elegant online eInstant game and a complementary group of scratch tickets using the Lottery-designed 50th anniversary logo. The collaborative process between IGT’s eInstant studio, printed ticket designers, RI Player Marketing team, RI Instants Account team and RILOT resulted in a bespoke game and custom retail tickets, all sparkling in gold, the traditional color for 50th anniversaries.
Plus, RILOT offered iLottery players golden promotions like the 50 Years Birthday Bonus, with a 50% deposit match up to $50 on Tuesdays in May 2024. There is also a year-long Second Chance opportunity in both online and retail channels. Player wagers on the 50 Years eInstant game and non-winning 50 Years scratch tickets entered on the website are eligible to participate in a drawing; five winners will be selected to play in a “pick- ‘til-you-win” style game, with guaranteed prizes from $10,000 to $1,000,000.
50 Years had the second highest in player spend after four months and experienced the third highest player retention performance since 2022, with 30% of players still playing four months after launch. This commemoration of 50 years of RILOT excellence helped support the state general fund, benefiting Rhode Island residents with support toward tax relief, education, public safety, law enforcement, and human services.
Lottery State of Mind
IGT can assist lotteries in meeting players where they are by developing thoughtful custom content that is relevant to their residents. Talk to your IGT representative about creating appealing, entertaining games that will be a homegrown success in your local market.