The California Lottery relaunched one of its most popular licensed property (LP) games, LOTERIA™, with a fresh color pulse in March.
“In addition to $3 LOTERIA™ (SGI) in March 2023, the Lottery will also be launching two other licensed games in April 2023, which reflect California’s brand initiative for instant games: $2 – UNO™ (SGI) and $5 – Magic 8 Ball™ (SGI). We are excited to integrate these popular franchises into the Scratchers® lineup for the very first time and offer players the fun nostalgia and playfulness of these LPs,” said Whitney Alderson, Assistant Deputy Director of Marketing, California Lottery.
The California Lottery’s long-term strategy to reposition the Scratchers product line with a Scratchers® brand initiative began in 2021. “This initiative places emphasis on the entire Scratchers® category, rather than marketing a single game or theme, and positions Scratchers as the perfect way to add a little unexpected fun to your day. The initiative features the memorable tagline, A Little Play Can Make Your Day, that comes to life through a variety of creative marketing and advertising tactics across paid, owned and retail channels,” said Alderson.
The winter 2023 marketing flight for this initiative aired from February 20 to April 3, 2023.
These commercials are running in our winter and spring flights for the Scratchers category repositioning.
General Market: “Paper B-Ball” (English language)
Hispanic Market “Kick Anything” (Spanish language)
Asian Market “Origami” (4 languages)