DA-DUM!
Two syllables.
DA-DUM!
The sound that evokes a sense of nostalgia and excitement all at once.
DA-DUM!
The brand with 95% awareness among the 25-54 age demographic in North America–JAWS–is making a splash in the lottery industry! Twelve lotteries have already launched this iconic brand with Pollard Banknote and with more activations on the way, JAWS continues to be the hottest scratch ticket summer after summer!
A Blockbuster Success
When JAWS hit theaters in June 1975—traditionally a quiet season for cinema—it shattered expectations and ushered in the era of the “summer blockbuster”. Similarly, in the lottery industry, spring break marks the start of a seasonal slowdown that stretches through summer, making it the perfect time for JAWS to make waves and reignite excitement. Across multiple jurisdictions, JAWS consistently proved itself as a strong seasonal performer. In New Mexico and Massachusetts, JAWS debuted as one of the strongest performers at the lotteries’ respective $5 and $10 price points. And in Western Canada, JAWS once again topped its category with a 5-week index well above the summer average.
JAWS marked its 50th anniversary in 2025 and six lotteries capitalized on the excitement. A standout was the Florida Lottery’s $2 JAWS scratch-off game, which outperformed their previous $2 licensed game from 2024 by 14% and exceeded the performance of their May 2024 $2 ticket by over 70% within the first six weeks.
Lights, Camera, Marketing!
Lotteries are “gonna need a bigger boat” to take advantage of the waves of creative assets provided by Pollard Banknote. Digital assets–from key movie clips to trailers and the iconic soundscapes–provide lotteries with opportunities to tell stories and connect players with the brand in a multitude of ways. Attention-grabbing imagery and nostalgic visuals, including the instantly recognizable movie poster, will catch the attention of any movie fan at retail. States like Texas and Massachusetts have also taken advantage of Pollard Banknote’s Spectrum Scratch FX® to enhance the shimmering depths of the water behind the iconic shark on their instant tickets.
Reel in more fantastic marketing opportunities including digital content and custom co-branded merchandise for giveaways at retailers and lottery events! With valuable opportunities to offer unique, once-in-a-lifetime experiential prizing that lends itself to rich social media campaigns and other marketing promotions, these games have undeniable appeal to players across all categories.
Welcome to JAWS Week!
For this week only, Pollard Banknote is taking over La Fleur’s website with JAWS Week in December! Follow along to learn more about JAWS-themed experiential events, lottery success stories, and later this week, an exciting JAWS announcement that players can really sink their teeth into!