The Arizona Lottery launched a new Summer Family of jackpot-themed games at the $1, $2, $5 and $10 price point.
The June launch of the ever-popular instant jackpot-themed games will bring a boost to sales in the last month of fiscal 2021. “We are launching our summer family of games in June 2021 to capture as many sales prior to our fiscal year closing. The campaign will run through the fiscal year to help kick-off a strong start to fiscal year 2022,” said Chris Rogers, Arizona Lottery Deputy Director, Marketing and Products.
“The family of games will be accompanied by the Summer Jackpot Progressive promotion where a progressive jackpot will grow each time an eligible ticket is entered. The jackpots will start at $25,000 and can grow up to a maximum of $150,000,” he added.
In addition, Arizona Lottery is selling it as part of Fast Play. “An added benefit of focusing on jackpot-themed Scratchers tickets, is that the Arizona Lottery also has a line of progressive jackpot Fast Play tickets,” added Rogers. “We have made all Jackpot Scratchers and Progressive Jackpot Fast Play games eligible for the promotion. By cross-promoting Scratchers and Fast Play games in our campaigns, we’re able to bring maximum awareness to a product line that we otherwise wouldn’t be able to support with marketing dollars.
The lottery will be promoting its new summer family of Jackpot-themed instant tickets accompanied by a promotion in its Players Club. “The family of games will be accompanied by the Summer Jackpot Progressive promotion where a progressive jackpot will grow each time an eligible ticket is entered. The jackpots will start at $25,000 and can grow up to a maximum of $150,000,” said Shelby Alessi, Arizona Lottery Marketing Manager.
Traditional advertising will also support the summer vacation theme. “We are continuing to take a more feel-good approach to our advertising campaign in radio and TV to promote the memories and togetherness of summer,” said Rogers.
In terms of social channels, Alessi added that “we will continue to run livestreams and paid social campaigns to keep our audience engaged.”