Randy Spielman, Deputy Executive Director of Product Development and Digital, North Carolina Education Lottery
Four years ago the NCEL initiated a scratch-off portfolio optimization project with the goal of positioning the scratch-off category for the next five years of growth. At the time of the project the NCEL had grown scratch-off sales for 11 straight years since the inception of the lottery. To continue that trend, having exhausted all of the natural price point evolution strategies, we had to get a better understanding of what the key drivers of portfolio performance versus individual game performance. This presentation will cover the goals, steps and outcomes of that project, as well as the implications for the future.