Tom Seaver, Director, Colorado Lottery
Summary
In this presentation, we will discuss the process of selecting, developing and marketing our first multiple $50 game
offerings. We will start with our investigation of the concept of multiple games with regular high price point game players.
This provided the guidance and confidence to move in this direction.
Then we will discuss product positioning, also guided by this consumer research. Positioning became the critical
strategic element in making sure a second $50 game would provide incremental sales, and not cannibalize the existing
$50 product, or $20 games in market.
Finally, we will talk about bringing the new $50 game to market as part of a “family of games”, and why we feel this
was a successful strategy.