Carlos Rodriguez, Director, Lottery Games, Connecticut Lottery Corp. (CLC), presented “Shifting Strategy: Synergy Between Product & Advertising.”

Fiscal 2020 brought change to CLC’s instant strategy. “We started adjusting ticket print runs for faster selling cycles, freshening the portfolio more frequently. Innovative shifts in prize distribution have provided players with more meaningful prizes and they are letting us know they approve,” said Rodriguez.

“We’ve also taken a look at how advertising can drive product design and how product design can drive the direction of advertising campaigns. This approach brings it all together for a positive player-experience and a consistent message. We also intend to introduce quarterly ‘featured’ games to increase consumer engagement with the goal of attracting new and lapsed players while not alienating our core players,” he added.

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