In a competitive lottery landscape, differentiation is essential. Licensed games drive growth and engagement by connecting with players through familiarity, emotion, and entertainment, capturing attention at purchase and building trust, especially in crowded retail environments where this is a distinct advantage. However, impact depends not just on brand strength, but on how it’s activated in-market.
Pollard Banknote’s licensed games philosophy is grounded in designing outstanding games for each lottery’s unique jurisdiction. Rather than use a one-size-fits-all approach, we partner with licensors and lotteries to deliver programs that feel authentic, relevant, and built for local players. Every program element is thoughtfully developed to reflect the brand and the market, enabling creative execution that drives stronger performance.
Licensed games succeed because they tap into an established fan base, but execution determines results. Placing a popular brand on a ticket is not enough. The most effective programs adapt the brand experience to align with local preferences, cultural context, and retail environments. Our bespoke strategy bridges global brand equity with the specific needs of each lottery.
The Loto-Québec Back to the Future Special Edition Ticket was shaped to reflect local culture and humor. In close collaboration with the licensor and Pollard, the lottery infused the creative with distinctly Québécois references, delivering a humorous campaign that resonated across generations. Engagement extended beyond the ticket, with branded Time Machines featured at a Montréal Casino event becoming an amusing attraction and bringing awareness about the ticket. The strong social participation highlighted how localized storytelling and experiential elements deepen player connection and amplify campaign impact.
The California Lottery JAWS Program was tailored to California players and the campaign extended beyond the instant ticket to create a unique second-chance experience. It featured trip prizing to Martha’s Vineyard inspired by the film’s setting, limited-edition co-branded merchandise curated for second-chance prizing, and a custom digital extension built on a familiar play mechanic. These elements combined to connect retail and loyalty acquisition while deepening engagement. The results were significant: after launching on April 20, 2026, the lottery experienced a record-breaking performance, selling 42% above the average $5 game within its first five weeks, demonstrating the impact of integrated, customized programs.
Beyond performance, licensed games serve as strategic tools. Brands bring defined audience profiles, offering insight into player demographics and behaviors. Strong results signal alignment with the player base, providing valuable intelligence to refine segmentation and inform future product development.
Bringing calm, creativity, and a touch of nostalgia, Bob Ross paints the perfect addition to our customization-led strategy, coming to life as our newest licensed brand. With broad, multi-generational appeal and a distinctly positive tone, Bob Ross offers a meaningful way to engage players. His brand extends beyond visual identity to iconic artwork, uplifting messaging, and a rich library of video and voice content rooted in landscapes and natural environments adaptable across markets.
Importantly, Bob Ross enables experiential innovation. Programs can include “Happy Little Getaways” or immersive art workshops, transforming prizing into lifestyle-driven experiences. This aligns with evolving player demand for emotional connection and shareable moments. His themes of creativity and inclusivity reinforce the shift toward more engaging, personalized lottery experiences.
Ultimately, licensed games succeed not because players recognize them, but because they see themselves in them. By combining global brands with localized execution, Pollard Banknote’s adaptive, market-led approach enables lotteries to build authentic connections, drive engagement, and deliver growth.
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