Brandie Reisman, Director of Marketing & Administration, Oklahoma Lottery presented her “Re-Launch Instant Case Study.” After years of declining instant sales, the Oklahoma Lottery re-launched their entire instant ticket portfolio in July 2017 resulting in an 82% sales increase. Major changes included removal of old product and replacement with new higher prize payout games in short time frame and the launch of a $10 price point.
“We reduced distribution in weeks leading up to the change. We set allocation of new games based on weekly sales/bin count by price point. We messaged loud and often about new product,” said Reisman.
Oklahoma Lottery’s instant sales grew from $67 million in fiscal 2017 to $128 million in fiscal 2018. “Not only did the Oklahoma Lottery meet their aggressive sales goal in the first year, they far surpassed and achieved sales increases at every price point ($1, $2, $3 and $5),” she said. The new $10 ticket generated $36 million in fiscal 2018.
Fiscal 2019 program includes debit card launch, licensing liquor stores, accepting promotional entries via the web, and offering native lottery apps to enhance functionality.
Link to Powerpoint: