Missouri Lottery is reminding players to “STEP UP YOUR GIFT GAME! When you give the gift of Scratchers®, you’re giving a reason to be cheerful all season long.”
The lottery anticipates the big hits for holiday scratchers in 2021 will be its $5 “Holiday Cash” game and its $20 “Merry Money” game.
“Like last year, our $5 holiday game is printed using Clear Play™ technology that really catches the eye, allowing light to shine through to enhance the game’s colors and bright graphics. Last year’s $5 Clear Play™ game was our highest selling $5 holiday game ever, beating a record set in 2012 and generating great player feedback,” said Rhonda Fehr, Advertising Manager, Missouri Lottery.
“Our $20 game will again offer exceptional play value and provide extra appeal with Bonus Spots and additional Scratch My Back® play on the reverse side. It also features Sparkle® printing technology for an extra festive look at retail. Last year’s $20 holiday Scratch My Back® ticket set a sales record for a $20 holiday game, outselling the prior year’s holiday game by more than 30%,” she added.
Missouri Lottery will introduce six holiday tickets in 2021. On Sept. 27, the lottery launched
$20 “Merry Money” (Scratch My Back® feature and Sparkle® feature). On October 11, sales began for $10 “Cash Flurries” (Sparkle® feature), $5 “Holiday Cash” (Clear Play™ feature), $3 “Festive Fortune,” $2 “Secret Santa” and $1 “Stocking Stuffer.”
In terms of advertising support, Fehr said “there is no holiday commercial this year, as our advertising budget was cut.”
In terms of other promotions, Fehr said “paper POS will be merchandised at retail, and POS will be featured as part of the ESMM slide show as well. For players’ gift-giving needs, we will also offer a free gift envelope via merchandising at retail.”
The lottery will also be staging physical events. “Working with radio partners, we will sponsor live concert events – Santa Jam and Jinglefest – to promote holiday Scratchers tickets. We will also leverage radio promotions in the state’s three largest markets in November and December to support the holiday second-chance promotion and the Scratchers as Gifts campaign,” said Fehr.