Ammie Smith, Senior Marketing & Product Development Manager at South Carolina Education Lottery (SCEL), examined the lottery’s instant product and advertising strategy. This presentation provided an overview of SCEL’s fiscal year product plan strategy and how it works with the lottery’s overall Marketing Plan.
“We launch a lot of games with a lot of quantity to keep the freshness,” said Smith. “We’ve been very successful. Some months we’ve had two launches. We spent a lot of time on the $10 price point and $20 price point.”
Smith said the lottery monitors six independent elements of instant games: prize fund, prize strategy, game appearance, product positioning, number of games in marketplace and odds.
In December, SCEL will introduce its $10 Royal Jewel Jackpot ticket. It will advertise information about Mega Millions on the back of the ticket.