Zozobra Case Study: Goodbye Glooms, Hello Fun!
Carolyn Cabell, Chief Operating Officer, New Mexico Lottery Authority, presented a case study on the launch of a Zozobra-themed scratch ticket. (Zozobra is a 50-foot effigy nicknamed “Old Man Gloom” that Santa Fe residents stuff with written worries and burn each Labor Day weekend.) The $5 ticket featured custom player-submitted artwork and a second-chance promotion tied to Santa Fe’s iconic Zozobra festival. With strong vendor collaboration and creative event activations at Meow Wolf and local festivals, the game indexed at 156, making it one of the Lottery’s best-performing $5 games to date.