Localized content is relevant for players, reinforces a lottery’s commitment to its jurisdiction, and strengthens consumers’ loyalty to their state lottery. IGT partners with customers such as the Kentucky Lottery Corporation (KLC) to launch bespoke games and powerful promotions that are meaningful in their local markets, supporting lotteries in raising funds for good causes.
One of a Kind
In 2024, the KLC was eager to launch another progressive jackpot game to meet player demand, following the popularity of IGT titles like Reef Riches and Cleopatra Clusters. IGT created the bespoke Bluegrass Bucks eInstant game, displaying beautiful Kentucky-themed graphics, released in April 2024, in honor of KLC’s 35th anniversary. The launch coincided with a variety of other KLC anniversary-themed promotions.
“We collaborated with the IGT game team on Kentucky themes and motifs that would be recognizable to all Kentucky players,” says Laura Turner, IGT Senior Manager, Product Requirements. “The IGT Account Management team worked with KLC on ideas for relevant elements and winning symbols that were specific to Kentucky and KLC.”
Becka McFarland, Game Producer for IGT’s innovative eInstant studio, gives credit and high praise for the unique final product to the talented game squad, which included client engineers, quality assurance testers, artists, and animators.
The KLC logo is used on the load screen as a wild symbol, and there are numerous other clever custom elements. “There are 12 kinds of birds native to Kentucky depicted in the game—from red-headed woodpeckers and coopers hawks to winter wrens—in two different poses each,” says McFarland. Other notable Kentucky motifs include horses, instruments associated with Bluegrass music, landmarks such as Fort Knox, and Kentucky’s state fish, the large-mouthed bass. The Cumberland Falls background reinforces the craftsmanship of the game and commemorates Kentucky’s state parks. The game audio provides a suitable, on-theme musical soundtrack.
The Name of the Game
The story behind the development of the final game title, Bluegrass Bucks, reinforces its local flavor. KLC polled its player base to gather feedback and ideas for potential names for the Kentucky-themed game.
First, on social media, KLC offered the public an opportunity to select the name they would like best—either one of three options created by the Lottery, or to “write in” one of their own. In just one weekend, initial Facebook, Instagram, and X posts generated 227 responses. The lottery then sent an email survey to KLC Fun Club members featuring the three lottery-developed options, along with the top player-generated “write in” response, Bluegrass Bucks. Over 2,100 poll responses were received, with the public’s write-in suggestion, Bluegrass Bucks, emerging as the winner, beating out Kentucky Riches, Hometown Treasure, and Commonwealth Cash. “The KLC team turned around the entire custom naming process in just over two weeks,” notes Greg Wood, Director, Market Research Strategies, Kentucky Lottery Corporation, “resulting in a name, and game, that iLottery players and Kentuckians could be proud of!”
Sharing in the popular progressive with two other KLC games as part of its Hot Hits Jackpot, the Kentucky Lottery’s Bluegrass Bucks powerfully reinforces the unique offerings of the state, helping to fuel imagination and fund education for all Kentuckians.
IGT can assist lotteries such as the KLC in meeting players where they are, by developing thoughtful, custom content that is relevant to their player base.
Talk to your IGT representative about creating appealing, entertaining games that will be a homegrown success in your local market.