One of the bigger challenges for most lotteries is beneficiary awareness. Sure, most people have at least a vague notion that the profits generated by games go to some good cause within the jurisdiction. However, it’s not uncommon for people to have an incorrect notion of where the money goes, or more commonly, simply not know or care.
The Virginia Lottery’s We’re Game for Education is a ticket that places Virginia’s beneficiary information directly into people’s hands. Unlike traditional Scratchers, We’re Game for Education is not available at retailers. The free ticket is handed out at community and education-related events by Lottery employees. This way, the Lottery is placing beneficiary information directly into the hands of the audience they want to reach.
The name of the game builds on the Virginia Lottery’s “We’re Game” brand. It has a $50 top prize which can be redeemed at retailers.
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“By handing out the ticket directly to people in the education community and at fun special events, we not only help build beneficiary awareness, we also often reach new players,” said Virginia Lottery Executive Director Paula Otto. “Our overall strategy is to build the player base. What better way to help do that than with a game that educates players and non-players alike about the Lottery’s benefit to K-12 education in Virginia?”
The ticket, printed by Scientific Games with a top prize of $50, was created to have lots of small prizes. In fact, the odds of winning a prize are 1 in 1.99.
When the ticket first appeared in Spring of 2016, Lottery employees quickly discovered that many people who received the free game had never before scratched a lottery ticket.
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