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 of increases in family of games launched versus new family of games in similar time frames.

“The benefits of the family concept extend beyond just the increase in sales. I will briefly talk about the efficiencies in advertising and in-store merchandising,” said Purcell.

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