PANELISTS - Scott Kenyon, Draw Games Product Manager, Massachusetts Lottery - Stephanie Weyant, Deputy Executive Director, Marketing & Products, Pennsylvania Lottery - Julie Terrell, Draw Games Coordinator, Texas Lottery - Moderator: Byron La Fleur, Associate Publisher, La Fleur’s Magazine The Draw Game Panel focused on what areas of innovation need to be explored in draw [...]
[pdf-embedder url="https://lafleurs.com/wp-content/uploads/2019/12/Texas-Themed-Games_Dale-Bowersock_Texas-Lottery.pdf" title="Texas-Themed Games_Dale Bowersock_Texas Lottery"] Dale Bowersock, Scratch Ticket Strategy Coordinator, Texas Lottery, presented “Texas Themed Games: The Creation of Unique Promotions.” The Texas Lottery was tasked by one of the Commissioners to create games which highlight Texas tourism and Texas businesses. In response to this request two games were created—Texas Road Trip and [...]
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Carlos Rodriguez, Director, Lottery Games, Connecticut Lottery Corp. (CLC), presented “Shifting Strategy: Synergy Between Product & Advertising.” Fiscal 2020 brought change to CLC’s instant strategy. “We started adjusting ticket print runs for faster selling cycles, freshening the portfolio more frequently. Innovative shifts in prize distribution have provided players with more meaningful prizes and they are [...]
Mike Purcell, Senior Vice President, Sales & Marketing, Kentucky Lottery Corp. (KLC), focused on why “Families Matter.” He discussed how scratch sales can be maximized through the use of the “family of games” strategy. This included examples of three non-family games launches versus three family games launches in comparable time frames. He also showed examples [...]
Tamara Dawson, Advertising Director, Lottery Games, Western Canada Lottery Corp. (WCLC), discussed the Big $pin, which is a $5 instant ticket which includes a spin prize. Launched in March 2018, the game was patterned after Ontario Lottery & Gaming’s pioneering game. The value of the spin prize is revealed when players validate their ticket at [...]
Scott Kenyon, Draw Games Product Manager, Massachusetts Lottery discussed the lottery’s draw games strategy. “As a lottery with a heavy focus on Instant Tickets and Keno, the Massachusetts Lottery developed a FY20 Draw Game strategy that focuses on challenging long-standing assumptions about our players and market,” said Kenyon. For example, in-state game drawings will be [...]
Stephanie Weyant, Deputy Executive Director, Marketing & Products, Pennsylvania Lottery showed how lotteries can increase draw game sales, in some cases by as much as 80%, without a matrix change or price increase. The solution is daily drawings. She shared the sales impact of changing two games—Match 6 Lotto and Cash 4 Life—from twice weekly [...]
Julie Terrell, Draw Games Coordinator, Texas Lottery focused on the April 2019 launch of the add-on Fireball game. To ignite the fire, the lottery focused on retail, digital and app promotions. To stoke the fire, “we continued with all the messaging but switched out for launch messaging and added POS, a statewide player promotion, promotions [...]