Mary Cimaglio, Senior Instant Games Manager, Arizona Lottery
SUMMARY
As the instant scratch market grows, jurisdictions are exploring opportunities to expand with new high-tier price points. While the addition of a new ticket is exciting, it can also create an imbalance in value propositions for a portfolio. When preparing for a new $50 ticket, the Arizona Lottery mapped the value propositions of their instant product line in order to determine how they could avoid cannibalizing existing sales. Mary Cimaglio will walk attendees through the Arizona Lottery’s analysis process as well as show how other jurisdictions can use perceptual mapping to determine where gaps may exist in their market.