Since forging a lasting partnership in 2010, Bass Pro Shops and Alchemy3 have created a wide variety of innovative outdoor adventures for lottery. Together, they have driven ticket sales, engaged players, and boosted promotional visibility for several state lotteries.
“Early on, our team decided that one important portfolio component would be a strong focus on retail partnerships. We felt that tying in with high-profile retail brands would draw in a different group of people and give them prizes that are both relatable and truly valuable to them,” explains Paul Guziel, CEO, Alchemy3.
With the launch of 23 games across 16 states, Bass Pro Shops and Alchemy3 have achieved tremendous success, selling more than 35 million tickets and awarding nearly $5 million in prizes exclusively through Bass Pro Shops games. This success reflects how lotteries have leveraged the versatility and engagement opportunities these games provide to deliver impactful and dynamic campaigns.
Versatility
While the games hold clear attraction to loyal Bass Pro Shops fans, their diverse range of potential prizes—gift cards, merchandise packs, ATVs, and trips to Bass Pro’s exclusive Big Cedar Lodge—ensures even wider appeal. By tailoring prizes, prize structure, and visuals, different lotteries have offered unique, high-value packages. Missouri Lottery included two VIP Big Cedar Lodge getaways and 10 $500 gift cards. Meanwhile, Idaho Lottery’s Cabela’s Cash Cooler ticket (under Bass Pro Shops umbrella) featured a $50,000 grand prize.
The two lotteries also established different strategies for ticket art. While Missouri Lottery showcased the brand prominently, Idaho took a subtler route by featuring a cash-filled cooler—creating a playful tone that still captures the brand’s adventurous spirit.
“Idaho Lottery’s choice to focus less on the brand itself, balancing their design with images that attract core players, is a smart strategy,” Guziel adds. “By focusing on the cash cooler and a wilderness theme, the ticket appeals to a wider audience while still capitalizing on the Cabela’s and Bass Pro Shops’ brands.”
Engaging Experiences
Over the years, lotteries have effectively incorporated fun and engaging Bass Pro Shops events into their game marketing strategies. One popular example leverages the Bass Pro Shops Spring Fishing Classic, an annual celebration of the fishing season that includes special sales, seminars, and family-friendly activities. Bass Pro Shops fans mark the Spring Classic on their calendars and flock to their favorite stores yearly to take advantage of great offers. These events allow lotteries to engage with large groups of players, featuring their brand in a vibrant ecosystem fostering fun and excitement.
During one Spring Classic event, Virginia Lottery and Bass Pro Shops collaborated to boost involvement by offering interactive experiences. A video game fishing challenge allowed customers to compete against Virginia Tech Fishing Team members, providing a fun way to test virtual angling skills.
Similarly, to promote its $250,000 Cash Adventure Bass Pro Shops-themed instant game, the Georgia Lottery hosted the Outdoor Buddy Challenge, which featured contests like air rifle shooting, archery, bait casting, and tent setup. Bass Pro Shops supported the promotion with in-store displays and television commercials, ensuring broad awareness and stronger participation.
These creative activations consistently spark player interest, strengthen brand exposure, and illustrate the advantages of collaborating with Bass Pro Shops to foster lasting connections with players.
The Next “Big” Adventure
Alchemy3 and Bass Pro Shops are already looking ahead to their next promotion: The Wild Spin. Inspired by successes of The Big Spin, The Wild Spin teases a tiered prize structure featuring Bass Pro Shops gift cards, outdoor gear, and unforgettable trips to Big Cedar Lodge, all culminating in a thrilling grand prize spin with a chance to win up to $1 million.
By blending versatility, scalability, and event-based initiatives, they deliver campaigns that connect with players and adapt to varied needs of state lotteries. “This 15-year milestone reflects not just the longevity of our partnership but its ability to evolve and remain relevant,” says Guziel. “Working with a purpose-driven partner like Bass Pro Shops allows us to create memorable experiences that truly connect with players and elevate the lottery industry.”