PUBLICGAMINGJuly 2006 ™ INTERNATIONAL

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EGC Research • Internet Wagering Solutions

July 2006 PUBLICGAMING INTERNATIONAL Features 4 Ohio to Launch Make Me Famous, Make Me Rich

6 North American Lottery Keno Programs

12 International Lottery Player’s Survey: Electronic Game Card The Kopel Research Group takes a look how potential players view one of last year’s PGRI Product of the Year award winners. On the Cover: Director 14 Bingo: Breathing New Life Into an Old Game! Gary Peters A look at what some jurisdictions are doing to revitalize interest in their bingo halls.

15 B-On Platform: Innovative Gaming Services for a Growing Industry

16 Betware Presents the Turn-Key Solution for Internet Wagering Departments 17 Another Major Order for KEBA from the Osterreichische Lotterien GmbH Industry News 2 KEBA remains the exclusive supplier. 18 The Purpose and Power of Color in Design Around the World 4 Something as simple as the color chosen in an ad or product design can make a huge difference. Poker 20 20 New Hampshire Launches NH Lottery Replay

Video News 22 27 Lottery Sponsors “The Year of Your Life” Promotion People 24 On the Internet 26 Public Gaming International is now also available on the web. RoundUp 29 www.publicgaming.org

PUBLIC GAMING INTERNATIONAL ADVERTISING SALES PUBLISHER ART DIRECTOR CO-CHAIRMEN PRESIDENT VICE PRESIDENT OF SALES Duane V. Burke L. Robinson Doris Burke Paul Jason Raquel Orbegozo EDITOR Duane Burke EXECUTIVE VICE PRESIDENT Tel: (425) 985-3159 Todd Koeppen Susan Jason (800) 493-0527

Public Gaming International (ISSN-1042-1912) July 2006, Volume 32, No. 7. Published monthly by the Public Gaming Research Institute, Inc., 218 Main Street, #203, Kirkland, WA 98033. (425) 935-3159. ANNUAL SUBSCRIPTION RATES: United States: $145. Canada & Mexico: $160(U.S.). All other countries: $225(U.S.). POSTMASTER: Send address changes to Public Gaming International, 218 Main Street, #203, Kirkland, WA 98033. SUBSCRIPTION REQUESTS: Sent to same address. NOTE: Public Gaming International is distributed by airmail and other expedited delivery to readers around the world. ©2006 All rights reserved. Public Gaming Research Institute. E-mail: [email protected] Web site:www.publicgaming.org IndustryIndustry NewsNews

MDI Signs Golden Tee, which support business critical systems such Extends NASCAR as slot machines, are always up and running. Golden Tee® Golf, one of the world’s most Under terms of the agreement, IGT will dis- popular video arcade games, is available to lot- tribute Marathon's high availability solution, teries now that MDI Entertainment, a wholly- and the two companies will work cooperatively owned subsidiary of Scientific Games Corporation, has acquired the rights on joint marketing, sales and lead generation initiatives. to license the extremely popular brand. Intralot Signs with Hamburg Golden Tee’s popularity has been steadily growing over the last decade. Lotto Hamburg will be the first German lottery company to employ an The coin-operated game features a trackball to simulate a real swinging Intralot central system. Intralot will develop a German version of its Lotos motion and images of fantastic golf courses around the world that the play- system, including a subsequent and extensive practice test. ers navigate through as if they were actually playing a round of golf. Lotto Hamburg acted in response to the Greek proposal of adjusting this Since its release in 1989, over 100,000 Golden Tee machines have been standard software to German requirements within a limited time frame in deployed. Innovative features such as wireless tournament play enabling a pilot project at no cost for Lotto Hamburg. The new system is scheduled competition with players across the world, customizable on-screen charac- to go online in the first half of the year 2007 and prove itself under real ters, interactive help, and courses that change with both the season and conditions. After conclusion of the pilot project, Lotto Hamburg will the time of day. In June players in bars, nightclubs, restaurants and arcades commence tendering procedures for the central system estimated to take across the globe could enter the Golden Tee LIVE Regional place in the second half of the year 2007. Championships for a chance to win their share of $100,000 in cash prizes. NASCAR: NASCAR’s top drivers remain available to now New Jersey Orders Signs from Carmanah that MDI has extended its agreement with Roush Racing to exclusively Carmanah Technologies has received a two-year contract to supply up offer lotteries the rights to the sport’s superstars. The drivers include Greg to $336,000 in LED-illuminated signs to the State Of New Jersey Bureau Biffle, Carl Edwards, Matt Kenseth and Mark Martin, all of whom are con- of Purchase. These signs will be used for point-of-purchase applications sidered top contenders in the Chase for the NEXTEL Cup. At the Coca and installed throughout the retail network for the . Cola 600, all of the Roush NEXTEL Cup teams finished in the top ten. This order from New Jersey Lottery was comprised of hanging window Since 2000, more than 20 lotteries have offered games featuring the signs and instant ticket dispenser signs. It follows a previous order from race car numbers and autographs of the sport’s rising stars and as of 2004, this organization for more than 1000 LED edge-lit signs that were deliv- the NASCAR brand itself became available to lotteries along with an ered during 2005. expanded NASCAR merchandise portfolio from which to build GLI Moves to New Las Vegas Building NASCAR-themed game prize structure. In addition to the four Roush GLI is proud to announce its Las Vegas laboratory has moved to a spa- drivers, MDI also continues to offer lotteries the rights to NASCAR driv- cious 43,000 square foot building. The new facility includes a 28,000 ers Kasey Kahne and Jeremy Mayfield through an exclusive agreement square foot section dedicated to Systems and Interoperability testing. with Evernham Motorsports and drivers Jeff Gordon and Jimmie Johnson GLI’s larger Interoperability Center allows for complete end to end testing through an exclusive agreement with Hendrick Gordon Licensing. of gaming systems and gaming devices that connect to them as well as new Kansas Launches Electronic Game Card downloadable and server based technologies. This allows GLI, as the only The has launched a new Electronic Game Card (EGC), GSA certified laboratory, to expand its certification-testing program for becoming the second in the nation to offer its players the advanced-tech- GSA against their SAS, S2S and G2S protocols. nology game. The new $20 game, “Super 7’s,” offers 80 chances to win, a Additionally, GLI will expand their Special Technology, Device Testing top prize of $500 and a guaranteed prize of at least $3 in every game. and Field Inspection groups in Nevada. This expansion will better facili- Scientific Games markets and promotes the EGC to the global lottery tate the increasing needs of gaming regulators and manufacturers by pro- market under a joint venture arrangement with Electronic Game Card, Inc. viding higher levels of training and awareness. Also, the increase in space At $20, “Super 7’s” is the highest price point game the Kansas Lottery and manpower dedicated to the new Las Vegas facility strengthens GLI’s has ever offered. The game is available at about 1,900 retailers statewide capabilities in the western region of the US. with an initial distribution of 120,000 game cards. Last July, the Public GTECH Selected by Virginia Gaming Research Institute (PGRI) named the EGC as a 2005 Lottery GTECH has been selected as the apparent successful vendor by the Product of the Year during its conference in Las Vegas. to provide a new lottery central system, new terminals, IGT, Marathon Sign Agreement and a new IP wireless communications network, under a proposed seven- Marathon Technologies Corporation announced that IGT is now dis- year integrated services contract. tributing Marathon's everRun FT high availability solution in conjunction Under the terms of the proposed contract, GTECH will convert the ™ with the IGT Advantage™ Casino System. While not physically interacting Lottery's existing online central system to the GTECH Enterprise Series with gaming applications, Marathon's everRun FT will work seamlessly with solution. In addition, GTECH will replace the Lottery's existing terminal the IGT Advantage™ System to help casinos ensure that their applications, …continued on page 28 Public Gaming International • June 2006 N2

UND O T

R H Guatemala months of the year, an 11 percent increase against the same period of 2005. Operating profit rose by 27 percent to NIS 212 million. Lotto A Santa Lucía Lottery, a

E Guatemalan lottery, is celebrating sold NIS 246 million (+11 percent), scratchers brought in NIS 236 mil-

lion (+3 percent), and the Chance lottery yielded NIS 210 million. W its 50th anniversary on September,

D 15, 2006. The Lottery sold 15,000 L O Malaysia R tickets for its first draw in 1956. Today, Malaysia’s Berjaya Sports Toto turned a 10 percent revenue increase the Lottery distributes 70,000 tickets per (RM 2.94 billion from RM 2.67 billion) into a 35 percent jump in net prof- week, holding 39 ordinary draws per year, 12 spe- its – up to RM443.03 million for the financial year ended April 30 2006. cial draws, and gives away 21,500 prizes per year. The Lottery is the only The growth was attributed to better performance of its Super 6/49 Lotto. financial source of the Worthy Committee of Blind and Deaf Persons of Guatemala which provides programs and services to the people who UK suffer visual and/or auditory deficiencies. Camelot and Comtech Holdings Ltd announced that following a suc- cessful trial they will be rolling out 2500 ‘jackpot communicators’ across Guyana the network of lottery retailers. The in-store ‘jackpot communicator’ The Guyana Lottery Company’s largest prize ever, $112,640,940, (JPC) is a wireless digital unit which displays jackpot levels for Lotto and recently expired without being claimed. The Lottery is using the money EuroMillions in real time. The JPCs are designed to be “plug-and-play” to launch a big promotion that features 108 prizes ranging from $10,000 for easy installation. to $10 million. In addition the Lottery boosted a starting jackpot in The system is managed centrally, obtaining the information on jack- June from $4 million to $10 million. pot levels from Camelot, which is then automatically delivered to the Hungary displays over the Orange wireless network. The Hungarian National Lotteyr, Szerencsejáték Zrt., launched a A 90-store trial was run over a year, and across a range of National new scratch ticket on June 3, which brought outstanding results. Lottery retailer formats, from convenience stores through to supermar- Income from this scratch ticket, called “Autómánia” (Car mania), kets. During the period of the pilot, the technology proved to be reached 60,000 euros on the first day – a 24 percent increase over the extremely robust, while increased levels of player awareness helped to best launch ever in the 200 HUF price point. boost ticket sales in participating stores. Autómánia targets male customers, which are under-represented among Ukraine the Lottery’s players. The appealing and elegant black design of the ticket Lottery Dynamics launched its Lotto Gold+™ program with the and 8 car vouchers as top prize definitely meets this goal. The voucher gives Ukrainian National Lottery on June 7 with a highly successful debut the winner the opportunity of choosing any preferred car. The ticket was and a 10 million UAH jackpot winner who played the Super Loto designed and printed by Scientific Games. This is the game for 3 UAH. second ticket Szerencsejáték has run offering a car Lotto Gold+™ is a unique, patented game that voucher worth 5.000.000 HUF or 20.000 EUR. provides player choice and player value by offer- “Banknote” was the first. ing three ticket-price entries and three ways to Israel participate in the jackpot. This game is designed Mifal Hapayis, Israel’s National Lottery, report- to help lotteries increase sales by 40-100 percent ed revenues of NIS 886 million for the first three and boost transfers to good causes. p

Ohio to Launch “Make Me Famous, Make Me Rich”

Ohio Lottery players will have to say farewell to Cash Explosion Aug. 4. The Make Me Famous, Make Me Rich instant game comes in Double Play, which will air its final episode on Saturday, September 30. a $1 and $2 extended-play ticket option. One of the lottery industry’s longest-running TV shows, Cash Explosion The $2 ticket offers additional play and prize value, and a special Double Play will be replaced by Make Me Famous, Make Me Rich. The prize premium for TV show contestants. Players of the $2 game can also new TV show debuts statewide at 7:30 p.m. Saturday, Oct. enter a special merchandise prize drawing that could ultimately lead to 7, in the same time slot occupied by Cash Explosion Double Play. a stint as co-host of the show! “Over the 19-year run of Cash Explosion Double Play, we’ve learned Cash Explosion tickets will continue to be sold and can be used to that players not only enjoy winning, but get really excited about appearing enter the Make Me Famous, Make Me Rich contestant drawing. on a television show,” said Lottery marketing director Roderick Ingram. Since its debut in February 1987, Cash Explosion Double Play has “The new game show builds on that excitement, allowing 30 contestants to remained a top-rated TV show in its time slot. More than 7,900 con- appear on each episode.” testants have won more than $138 million in cash and prizes. Look for Like its predecessor, the key to getting on the show is the instant more information about the new game show and the wind down of the ticket Make Me Famous, Make Me Rich, which goes on sale Friday, Cash Explosion game in the weeks ahead. p Public Gaming International • June 2006 N4

Keno

North American Lottery Keno Programs

Sixteen North American lottery jurisdictions sell some form of Keno, these two venues apart. and most have seen excellent results from the game. In an attempt to pro- The Lottery has operated Keno Parties on a retailer-by-retailer basis vide a report on North American lottery Keno programs, Public Gaming for the last two years to help promote game awareness. Its most recent International Magazine recently surveyed each of these jurisdictions. venture has been a year-long promotion called KENO PLAY DAY. This Of the ten lottery jurisdictions that responded to our Keno survey, is in conjunction with the Lottery’s 20th Anniversary. Players that play eight gave figures regarding the number of venues they have selling the on the 20th of each month from January through November, have a game and the average weekly sales of those venues. These eight juris- chance to get a free 5-spot play. dictions (DC, Maryland, Massachusetts, Michigan, New York, Oregon, The promotion has been a success, as the Lottery has seen an Quebec and West Virginia) combined have 21,470 Keno retailers increase in the awareness of the game and sales have broken the $1 mil- pulling in a combined $48,071,252 per week from the game. The com- lion mark for a month for the first time since March 2004. bined population of these eight jurisdictions is 54,466,474, meaning Quebec that there is one Keno venue for every 2,537 people, and that the aver- Loto-Quebec has offered Keno, under the name Banco, since 1989. age person spends $0.88 per week on the game. Banco draws daily and sells for $1. Banco has some advantages that aren’t present in other Loto-Quebec KENO JURISDICTIONS product offerings. In comparison with the majority of online games; Jurisdiction Population Keno Venues Weekly Keno Banco is offered on a daily basis instead of once or twice a week. In Per Person Sales Per Person comparison with the instant game, Banco is a lottery that players can customize according to their taste. Maryland 5,296,486 2,463.5 $1.82 Most of Loto-Quebec’s Banco players are also big fans of Lotto. The typ- Massachusetts 6,349,097 3,691 $2.51 ical player is 54 percent female, 46 percent male; 42.3 percent are between Michigan 9,938,444 4,732.5 $0.85 the ages of 50 and 64; 48.7 percent ceased schooling after high school; 44.4 percent are retired; and 79.2 percent are native French speakers. New York 18,976,457 5,671.5 $0.47 The latest change to Banco occurred in April 2001, when the Lottery Oregon 3,422,000 1,226.5 $0.69 introduced a new way to play the game – a $5 ticket called Banco Quebec 7,568,600 881.5 $0.32 Spécial. With Banco Spécial players choose 20 numbers, and win if they have 0, 1, 2, 3, 8, 9, 10, 11, 12, 13, 14, 15, 16, 17, 18, 19, 20 num- West Virginia 1,808,344 5,651 $0.11 bers in the Banco draw on the same day. Loto Quebec sees Banco D.C. 553,523 1,203 (1 venue $0.41 Spécial as a different way for their loyal Banco customers to play, and a with monitor for good way to increase overall Banco sales. every 9,710) All Loto-Quebec retailers with a lottery terminal sell Banco (8,584 in total), with the majority of these being convenience stores, drug- What follows is a summation of each responding lottery’s Keno program. stores, grocery stores and gas stations. The average weekly sales per West Virginia venue is $279, with Lottery kiosks holding the highest average weekly The launched Keno on December 20, 1992, sales ($857 per week – see Chart A). presenting it with an opportunity to reach a social market. Expansion There is a wide variance in weekly sales between some types of retail- of the game was put on hold in January 1993, and restricted to adult ers. This variance can be attributed to such factors as a retailers open- environments (establishments with a liquor license or 75 percent beer ing hours and the fact that some retailers (drugstores, grocery stores and consumption on premises) by Legislation on March 17, 1994. The game gas stations) don’t have terminals at all of their pay stations. draws every five minutes. Loto-Quebec has held two different promotions in support of Banco The typical West Virginia Keno players is married, 35 to 54 years old, in the last few years. One promotion occurs every day from the 2nd to a high school graduate, and in a technical/professional job making the 20th day of a month. On each of these days, a different wager is between $31,000 and $54,000. the bonus wager and pays 1.5 times its regular prize structure! For The last time the Lottery made a significant change to its Keno pro- example, for a type 2 wager to be eligible to the bonus prize, it must gram was October 10, 2004, when it replaced the game’s BULLS-EYE be valid for the May 2 draw. A type 3 wager will be eligible for the feature with BONUS feature in order to create chatter among players May 3 draw and so on, up until May 10. This promotion has been very and increase sales. successful. Each time it has been run Banco sales have increased The Lottery has 320 Keno retailers, averaging $617 per week, per between 17.5 and 26.5 percent. venue in sales. The Lottery’s top retailer is Green Valley Bar & Grill, In another promotion, the Lottery pays $2 for each dollar wagered on averaging $7,218 weekly. The Lottery’s lowest selling venue averages a 10 spot Banco ticket if the ticket has 0 winning numbers. With this $167 per week. The retailer and clerk relationship with the players, promotion the Lottery wanted to bring new players to play Banco. This along with their willingness to promote the game, are really what set promotion has had a small, but positive impact on sales.

Public Gaming International • July 2006 N6

Keno

CHART A primarily focuses on social environments, such as restaurants (1,933), bowling centers (212) and Off-Track Betting parlors (117). The state Venues Weekly Sales BANCO has legislated restrictions as to minimum square footage and percentage 2005-2006 of food for on-premise alcoholic beverage locations which impact the Lottery kiosks $857 Lottery’s ability to expand the retailer base. Grocery stores $220 The average weekly sales per venue is $2,675 (Quick Draw sales only). The restaurant/tavern locations produce the highest sales on Convenience stores $314 average due to their social atmosphere and length of stay for their Gas stations $230 patrons, while the Off-Track Betting locations sell less on average. The reason for the difference is logical. The restaurant/taverns are providing Drugstores $166 Quick Draw as an additional form of entertainment for extended visits Tobacconist and variety shop $392 by patrons. The OTBs are providing an additional form of gaming to an Others $186 existing gaming menu. Quick Draw is essentially competing against the race tracks for the wagering dollar. Total $279 The Lottery has implemented promotions centered around its Keno program on nearly a quarterly basis. All prizes won on tickets purchased Oregon within a given two-hour period (e.g., 6p – 8p) are marked-up an addi- The has offered Keno since 1991. As opposed to tional 50 percent. Generally these are scheduled for the same day of the other Lottery games, Keno is a social game that can be played while out week for an entire month (e.g., “every Thursday in May”). The promo- with friends, making it part of a fun night out. The number of options tion has proved to be a success. It rewards the dedicated player base a players has to choose from when playing Keno is another aspect of the with higher prizes at the same odds as normal. Customer and retailer game that other Lottery games do not offer. feedback is overwhelmingly positive for these promotions. Oregon’s typical Keno player is 54 percent male, 56 percent married, 85 percent Caucasian (reflective of the overall population of Oregon), Michigan and 43 percent have incomes between $30,000-$75,000. The Michigan Lottery began offering it’s Keno product on Oct 27, The Oregon Lottery’s Keno game operated on a five-minute draw for 2003. On November 20, 2005, the Lottery added a multiplier feature, the first 13 years, then changed to a four minute draw in February of Kicker, aimed at maintaining post-launch game excitement and to offer 2004. The change allowed for an additional 76 games to be made avail- larger prizes. able for retailers to sell and players to win. The Lottery’s Keno game draws every five minutes in approximately Oregon has 2,790 retailers selling Keno. Venues consist of on-prem- 2,100 Class C Liqour licensed establishments (bars, restaurant/bars, ise (bars, taverns, restaurants and lounges), and grocery and conven- bowling ctrs, etc). ience stores. On premise sites bring in an average of $1.8 million per While the average venue sells $4,000 in Keno product per week, the top week, single-register sites (convenience stores) bring in $374,328, and ten percentile of retailers (includes some bars, restaurants and bowling multi-register sites (grocery stores) sell an average of $129,320 per centers) sells $12,000 per week. In contrast, the lower ten percentile aver- week. On-premise sites hold the advantage of allowing customers to age $600 per week in sales. The Lottery believes the big driver for sales is play Keno while out with friends in a bar-like atmosphere versus a small retailer attitude and the social aspect of the hospitality environment. deli area (if that) in a grocery store environment Michigan’s typical Keno players are age 35-55, comprised of more Within this year, there will be an additional allocation of sales to the men than women and more blue collar than white collar workers. Oregon Lottery Keno 8-spot rolling jackpot bonus (in October 2006). The Lottery has experimented with a buy 5 get 1 free terminal based pro- Currently the 8-spot jackpot bonus receives 1.1 percent, while the 7- motion, but the scheme did not increase the amount of the average wager. and 6-spot rolling jackpots receive .5 percent. An additional .5 percent Massachusetts will be added to the 8-spot JP bonus for a total of 1.6 percent. The launched Keno in 1993, bringing New York Massachusetts players a more social game that allows players to interact The has been selling its Keno product since while playing. In Massachusetts, Keno draws every four minutes. September, 1995. Keno draws every 4 minutes between 10am and 3pm, Research indicates that the Massachusetts Keno player base is 58 per- and between 4pm and midnight (197 draws per day). The game brings cent male, 42 percent female, the average age is 45, the average income the Lottery ease of delivery to a customer base, in predominantly social is $63,000, 55 percent have gone to college, and 57 percent are married. environments, that shows a preference for frequent play action. It also In December, 2005, the Lottery made its most recent change to its provided the Lottery entry into the social environment locations that, Keno program, adding a bonus feature. The new feature was added to prior to Keno, were not interested in instant or online lottery products. provide players with greater prizes and added excitement, but also to The game was last changed in March, 2003, when the draw frequen- increase local aid revenues available to cities and towns. cy cycle was shortened from 5 minutes to 4 minutes in order to provide To take part in Keno Bonus, Keno players double their wager. After more entertainment to players and generate more revenue for retailers each Keno draw, a bonus number is displayed on the computer screen, and the state. and players multiply their winnings by that amount if they match the New York’s 3,346 Keno retailers are a varied group. Still, the Lottery randomly selected numbers. With Keno Bonus, players can increase

Public Gaming International • July 2006 N8

Keno

their base prize up to 10 times, for a maximum prize of $400,000. thereby multiplying any possible winnings by that amount. There are currently 1,720 Lottery agents that offer KENO in These promotions increased total Keno sales by 17.8 percent during Massachusetts. Primarily, these are establishments that hold “pouring the eight week period the Lottery ran them, and revenues increased licenses” – restaurants, bars, taverns, but there are also some conven- by 4.2 percent despite the increased payout. The Lottery also ience stores and other retailers that offer Keno. achieved three of its all time weekly highs in total Keno sales during The average weekly sales per keno venue is $9,256. The top selling the promotion period. venue is Good Time Billiards (an establishment which also includes a Kansas bar), which averages $68,345 per week in Keno sales. The lowest sell- The Kansas Lottery Fast Keno game started October 29, 1992, bring- ing venue is at an American Legion Post which averages $234 per week. ing in additional sales without seeming to cannibalize anything. The The factor separating these two establishments is accessibility, as the game is played typically by a somewhat younger player, skewed slightly number of players at the American Legion Post is limited to the num- male, and perhaps slightly more affluent. ber of members they have. Other than tinkering with hours, the last time the Lottery made a In the last few years, the Massachusetts Lottery has implemented a significant change to Fast Keno was Fall 1999, when it added a Bulls- few promotions in support of its Keno program. In one promotion, dur- Eye feature, shifted to 4-minute draws, and added 6, 7,(and later 8) spot ing a set time period, every Keno sale earned agents one entry into a jackpots, thus increasing sales by more than 28 percent. drawing to win New England Patriot football and Revolution soccer Any lottery retailer selling on-line products may sell Keno. Most do. tickets. In another promotion built for the launch of Keno Bonus, secret The bars are individually the biggest retailers. However, because there shoppers visited randomly chosen agents and if those agents were wear- are so many of them, the convenience stores do well over half of the ing Keno Bonus shirts and/or had the appropriate signage up they won Lottery’s Keno business. prizes. With each promotion the Lottery received positive feed back from the agents, and in both cases sales were very strong. D.C. The D.C. Lottery launched DC KENO on May 5, 2003, bringing a Maryland rapid draw game that can be played every four minutes and is directly The has offered Keno since January 4, 1993, associated with a social setting and/or retailer. The monitor offers the bringing frequency of play, and the advantages of a social setting to its player a visual experience of fun and excitement with a relatively high product mix. prize payout. The major attraction of the overall game is that players are According to research conducted by Ipsos-Reid (April 2006), the typ- empowered to select the amount of risk via the odds based on the ical Keno player in Maryland is male (61 percent), 18-44 (72 percent), amount of the wager and the number of spots chosen. This experience income $10,000 – to just under $55,000 (48 percent). is somewhat similar to the various price points of an instant game, but The last significant change to the Lottery’s Keno program happened not as detailed. in March of 2002, when the draw time was changed from every five D.C. Lottery’s research shows that there is no “typical” Keno player. minutes to every four minutes. That move was made after customer The game is popular across all demographics. research showed that changing the Keno drawing time from every five The last change to D.C.’s Keno program occurred on May 4, 2006. minutes to every four minutes would increase sales, cashing commission Routinely, the Sales Department will shift monitors in the market place and revenue. to have a higher revenue impact, logistically. In Maryland, 2,150 separate venues sold at least $10 worth of Keno Specifically, on May 4 of this year, the D.C. Lottery launched a DC a week on average since the beginning of (calendar year) 2006. Bars, KENO Double Days promotion that features two months, two days, taverns and restaurants comprise 42 percent of the Lottery’s Keno twice as much fun and cash from May 4 through June 23. The major retailer base, convenience stores and gas stations 26 percent, liquor reason behind the change is the opportunity to interact with customers stores 24 percent. Other venues make up the remaining 8 percent of and directly influence purchase behavior. With D.C. Keno Double Keno retailers. Days, players have the chance to double their winnings on Thursdays The average Keno venue in Maryland has $4,479 in sales per week. and Fridays from 6 p.m. – 8 p.m. by playing the 5-spot game. Bars, taverns and restaurants sell the most with a weekly average of To ensure high recognition, the face or faces of the promotion are a $5,788, while the group that makes up the “others” category sells the set of twins. The Sample sisters, Denise and Dolores, are the stars of a least, with a weekly average of $2,917. The difference in sales can be several promotional events throughout the city, including Metro tran- attributed to seating areas for players, number of terminals, and over- sit stops, and agent locations. Their photo is also prominently featured all convenience. on a large mobile billboard that will be featured at the promotional In the last two years, the Lottery has run three different promotions events and used to advertise in general citywide. centered around its Keno Program: Keno Doubler, Keno Tripler, and Initial indications are that Keno Double Days will be a success. Since Keno Sprinkler. The promotions are based on statewide Keno sales. In it was launched May 4, the promotion has generated sales increases of each promotion, Keno terminals would generate, through pre-set inter- over 50 percent. vals, tickets that either double or triple winnings on a ticket. In the Keno All 460 D.C. Lottery agents sell Keno, and 57 locations have moni- Doubler promotion, prizes on such tickets would be double. With Keno tors. The monitors appear in social settings, such as restaurants and Tripler, the prizes would be tripled. In Keno Doubler-Tripler-Spinkler, ter- nightclubs, while the rest of the agents are full service-convenience minals would, in pre-set intervals, generate Doubler or Tripler tickets,

…continued on page 31 Public Gaming International • July 2006 N10 nitio Recog n Dig er ital D b ra um w N S c ys ti OVERNM t a . G E S N e . T U m m FIPS 140-2 o CERTIFIED MODULES t U T .S u . N G E OVERN M A

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Traditi onal Dra wi ng More than Eq 100 lotteries draw u the winning numbers, ip with Smartplay’s full m line of air mix and gravity e n pick drawing machines, t prize wheels and game show equipment. SMARTPLAYSMARTPLAY INTERNATIONAL,INTERNATIONAL, INC. INC. One Linda Lane, Southampton, NJ 08088 USA . www.smartplay.com . Phone 609.859.1133 . Fax 609.859.1885 Market Research

Electronic Game Card An International Lottery Players’ Survey By Phil Kopel, President Kopel Research Group, Inc.

A product called an Electronic Game Card is being offered as a new First they were asked how likely they would be to buy this product if concept for Lotteries. We tested this concept with our International the card cost $20 and there were 80 plays to the card: Market Research ePanel. The version we showed to respondents looked Overall, 53 percent say they definitely or probably would buy a $20 card like a pocket slot machine. It is about the size of a credit card, is battery offering 80 plays – only 12 percent say they definitely would buy it. powered, and plays like an Instant Pick 3 game. • Those 18-34 and 35 -54 years old are more likely to play it than those 55+ The card works like this: • There is no significant difference based on gender. To begin, the player presses the “Play” button on the front of the Next they were asked how likely they would be to buy this product if card, displaying the starting number of plays – in this case, 80 plays. By the card cost $50 and there were 200 plays to the card: pressing “Play” again, the card reveals a three-digit number. If any of the Overall, just 32 percent say they definitely or probably would buy numbers displayed match the combination of numbers specified in the a $50 card offering 200 plays – only 7 percent say they definitely prize grid, the player wins the corresponding point amount. Each time would buy it. the player reveals a winning combination, the combination flashes a • Respondents aged 18-34, are significantly more likely to buy this card message of how many points it is worth. After each play, the card auto- than 35-54 and 55+ age groups. matically accumulates the points throughout the 80 plays. Each point is • Although respondents 35-54 are significantly less likely to buy this worth 25 cents. card than those 18-34, they are significantly more likely to buy this The Electronic Game Card we showed would cost $20 for 80 plays. card than the 55+ age groups. Each game card is guaranteed to pay back a • Males are significantly more likely to buy minimum of $3. this card than females. Approximately 2,000 Lottery players make up KRG’s international marketing Finally, they were asked how likely they research panel (66 percent are from North would be to buy this product if the card cost America and 34 percent are from $100 and there were 400 plays to the card: Australia, Asia and Europe). The panel is Overall, only 23 percent say they defi- 50 percent male and 50 percent female and nitely or probably would buy a $100 card age distribution is 35 percent 18-34 years; offering 400 plays – only 6 percent say they 50 percent 35-54 years; and 15 percent definitely would buy it. 55+ years old. • Once again there is disparity across the The findings presented below identify age groups. Respondents 18-34 are signif- differences across market segments. All dif- icantly more likely to buy this card than ferences cited are statistically significant at 35-54 and 55+ age groups. the 95 percent level. • Although respondents 35-54 are signifi- Results of Research Panel cantly less likely to buy this card than Respondents were able to “test drive” the those 18-34, they are significantly more look and feel of the game by playing a likely to buy this card than the 55+ demonstration version of it on a web site. age groups. After experiencing the demo, the • Males are significantly more likely to buy respondents were asked how likely they this card than females. would be to play this product if it was offered by their lottery. Respondents were provided with a list of possible game concept designs and asked to

Public Gaming International • July 2006 N12 Market Research

choose up to 3 themes that they would be most interested in play- ing. The following 2 charts show the themes in overall descending order of interest, broken out by age group and gender: • Lottery players 18-34 and 35- 54 year old, appear more interested in Bingo, Texas Hold ‘Em, Tic Tac Toe, Match Game, Hangman and Caribbean Stud than those 55 and older. • Games like 5 Card Draw and Pick 3 appear to have similar appeal across all age groups. • Lottery players 55 and older are significantly less likely to play this game and conse- quently many of them have little interest in any of the themes. • Females are significantly more interested in games like Bingo, Tic Tac Toe, Match Game and Hangman than Males. • Males are significantly more interested in gambling oriented themes like Texas Hold ‘em, 5 Card Draw, 7 Card Stud, Horse Racing and Caribbean Stud than Females. Overall, among themes tested for the Electronic Game Card: • Bingo is the clear leader. • There is a virtual 6 way tie for second place: Texas Hold ‘Em, 5 Card Draw, Pick 3, Tic Tac Toe, Match Game and Hangman. • Keno, 7 Card Stud, Horse Racing and Caribbean Stud Poker appeared to have some- what less appeal. Summary The Electronic Game Card concept offers a new and innovative opportunity to reach the Lottery playing marketplace. While there is a fairly large percentage of Lottery play- ers that show a potential interest in playing this game, most of that interest appears to be less than enthusiastic (probably would play rather than definitely would play). However, one of its strengths is that it appeals mostly to the 18-34 year old and male market segments, an audience that is traditionally hard for lotteries to reach. p The Author: Philip Kopel, is President, of Kopel Research Group, Inc. The company provides a variety of Lottery market research solutions, including; ePanel management, game and player segmentation analy- sis, game mix optimization, sales forecasting, statewide benchmark studies, and retail agent feedback. For more information visit www.kopel.com.

N13 Bingo

Bingo: Breathing New Life Into an Old Game!

The face of bingo is changing. For a while it looked like this timeless Bear Mountain Bingo in Dawson Creek became operational with 50 slot gem might be reaching the end of its run, but new technology and recent machines on October 1, 2004 and Signal Point Gaming Centre in Williams attempts at redefining bingo halls is breathing new life into the game. Lake began operating on November 3, 2004 with 97 slot machines. Here’s a look at what some bingo jurisdictions are doing to revitalize In March of 2005, Enterprise Entertainment in Kamloops opened its interest in their halls. doors with a purpose built, 700 seat, state-of-the-art bingo facility. Players have a variety of comfortable seating options in the climate-controlled British Columbia – Community Gaming Centers environment, including 312 electronic touch-screen bingo terminals that The British Columbia Lottery Corporation recently undertook a ven- feature a new gaming system. ture to change the way the public looks at bingo halls, changing them into In its 24,000 square feet, Enterprise Entertainment boasts a first-class Community Gaming Centers. restaurant, and comfortable lounge areas where electronic, paper bingo Community Gaming Centers (CGCs) are designed to provide a fun and and Keno are available. There are also private suites where groups can entertaining social setting where a player can play traditional paper-based book bingo party functions. bingo and electronic bingo with personal play options, in addition to a selec- The creation of Enterprise Entertainment was a concept developed tion of other games that may include Keno, a variety of lottery products, off- jointly by British Columbia Lottery Corporation (BCLC) and Pat and track horse betting and slot machines. The facilities are also enhanced with Gary Hart, who are contracted by BCLC to provide bingo operational comfortable seating options and amenities such as restaurants and lounges. services. The facility will be the new home for Brock Bingo and its affili- BCLC has worked in collaboration with Bingo Service Providers to ated charitable and community organizations. develop the CGC gaming model and provide enhanced entertainment options for B.C.'s bingo industry. Bermuda – Daily Linked Games Community Gaming Centres are about offering players an assortment of In January, Bingo venues in Bermuda joined in an effort to offer linked gaming and entertainment options, with bingo being the principal game. bingo games on a daily basis. The country is hoping that the fact that their The CGC model will help revitalize and strengthen the game of bingo, linked games operate on a daily basis will make them a mecca for bingo which has been in a state of decline across North America, and restore a vital fans around the world. conduit through which gaming revenues are channeled back into local com- Players continue to use the traditional game cards and pen markers, munity charitable groups through affiliation with local bingo operations. but, with each of the venues being linked electronically, all the players CGCs will build on the unique appeal of the current bingo gaming expe- receive the numbers at the same time. When someone calls a bingo, rience and will be enhanced with upgraded facilities, services and product game staff at that facility will push a button to let other venues know offerings. An inviting social meeting place where customers can partake in that a card is being checked. gaming activities, a CGC may attract new customers to bingo facilities, Five venues signed up for the launch of linked games and others have such as people who have not traditionally sought out a bingo hall. expressed interest. Local government approval must be obtained before a CGC with Ireland – Rehab Bingo operational slot machines can be located within a municipality. By In Ireland, Rehab Bingo is continuing rapid growth from a successful February 2005, CGCs were approved in eight locations - Dawson 2005 launch by surpassing the 2 million payout mark in its first six Creek, Williams Lake, Kelowna, Campbell River, Fort Nelson, € Courtenay, Kamloops and Fort St. John. …continued on page 28

Scientific Games to Implement and Operate Electronic Bingo Game for Michigan Lottery Scientific Games has been awarded the contract to operate the new progressive jackpot electronically linked bingo game (ELBG) for the Michigan Lottery. The five-year contract, valued at approximately $4 million, grants exclusive rights to Scientific Games. The new ELBG system will electronically link approximately 600 bingo halls and offer larg- er progressive jackpots to the players. The new system will also provide additional security and monitoring capabili- ties to the Michigan Lottery. “Bingo brings important funding to the state of Michigan,” said Lorne Weil, Chairman and CEO of Scientific Games. “We are looking forward to working with the Michigan Lottery and Charitable Gaming to introduce these game enhance- Gary C. Peters, ments that will help to increase both revenues and attendance.” Commissioner of the State of “Scientific Games submitted the strongest proposal for this new kind of game and I am eager for them to begin implementing Michigan Bureau it,” said Gary C. Peters, Commissioner of the State of Michigan Bureau of State Lottery. “I believe the legions of of State Lottery

Michigan bingo players are going to love it.” p

Public Gaming International • July 2006 N14 Product Innovations

B-On Platform Innovative Gaming Services for a Growing Industry

INTRALOT features ‘’B-On’’, the first innovative gaming platform enabling lottery, sports betting games and entertainment games on digital distribution channels. B-On is the realization of betting and entertainment convergence in the virtual community of con- nected PC and mobile users. B-On Operators can offer a wide range of new game types based on chance, player’s skills and knowledge, while expanding the traditional lottery and sports betting games sales by supporting sales through interactive personal devices eg. Web, PDAs, Interactive TV and Cell Phones. B-On incorporates customer profile management fea- tures, which allow the implementation of targeted marketing strategies, Customer Relationship Management policies and development of Business to Customer value added services. Player Socializing Prior to the inception of interactive media channels (Web, Mobile, iTV), players used to play lotto games, buy instant scratch tickets and place bets with a betting company, ‘‘ the bookmaker’’, at the point of sales. But looking back in the history, games were used as a means of social interaction. People got together to play games. Socialization and the so – called ‘‘table talk’’ were the reasons for game playing. The interactive digital channels and especially the introduction of mobile phone gaming to the mass market are going to radically change the way games are conceived and designed. Mobile phones are personal devices extensively used for facilitating social contracts. People use them primarily to communicate, to keep in touch with friends, family etc. It is thus strongly anticipated that interactive channels and espe- cially mobile gabling and community games will be widely accepted by consumers around the world. Live Competition & Betting Exchange In B–On games competition is a major aspect. Multi–player games enable players to bet against each other and participate in cash competitions, like poker game competition, skill game person to person competition and tournaments. B–On ‘’Metagame’’ elements create a ‘‘game around the game’’ that increases player’s interest. For example, an online card game can be combined with a social interaction through chatting. For the funs, this way of gaming is an exciting experience, since it is more important than whether they win or lose a particular game. Tournaments and leagues are an incentive to compete. Playing is now an ongoing activity and not only one game session. Examples of such games are Peer to Peer Betting on Rally Racing, Tournament Racing or Multiplayer Poker. Combining Knowledge, Skills & Chance In most of the existing games, winning is actually based on luck, the unpredicted event that changes or influences the result of the game, on statistical challenges, or on odds cal- culated by the “bookmaker’’. B-On is introducing a “New Gameware Ecosystem”. The new games are based on a combination of chance, knowledge and skills. In a sense, any game is a competition, a struggle; players are expected to prepare and train themselves in order to achieve their objectives. In the ‘‘B-On Gameware Ecosystem’’, the players simultaneously play with or against each other in the same online game. The player’s skills and knowledge rule the player’s performance and, with the combination or not of chance, affect the game results. B–On provides a complete new gaming solution that enhances the gaming content towards a new direction. p Submitted by Intralot.

N15 PProductroduct Innovations

Betware Presents the Turn-Key Solution for Internet Wagering

The newest solution developed by Betware started with the idea of being able to sell a solution which came as a package with features and games included. Betware’s solu- tion so far has been a highly customized one, done to client specifications with hours spent on personalizing all the generic features for any new client.The Turn-Key solution was born from a need to keep things more simple during implementation both at Betware and for new clients and to be able to offer smaller lotteries a good packaged “deal” without putting a constraint on the budget. “The Turn-Key is a natu- ral evolution of product development within Betware. We started initially focusing on building a robust and secure wagering platform.Then we customized lottery specific applications on top of the platform, mostly web and mobile applications. This has worked fine in the past, but customizing applications from scratch is both time-consuming and expensive,” says Olafur Andri Ragnarsson, Chief Software Architect at Betware.The ease of implementation and cost benefits also result in a “shorter-time-to-market” a lottery’s product offerings.

Lotteries around the games in the Turn-Key package. Additionally, the Turn-Key solution world are changing. They has built-in support for all games currently developed by Betware. are increasingly competing When implemented for a lottery, the Turn-Key solution would come for the attention of their with features like Live Betting, which would enable a lottery’s cus- players, and in some areas, like in sports betting, they are facing a fierce tomers to bet on live events during the event, Risk Management, a competition from the private market. This has led them to change their service which is designed to monitor sales and/or liability in order to marketing strategy. Instead of developing ideas for newer games and minimize the risk for sports betting operators and Event Management, specifying more innovative products, they are looking at different ven- which allows the lottery to manage the events offered in sports betting dors for solutions. When a lottery decides to offer a particular game, games. The Event Management Application allows a lottery to enter, they look for a game vendor that has the game. However, they are no import, edit events (like soccer games), set handicaps, odds, TV infor- longer looking at a single vendor to provide all solutions. mation and so on. Besides all these features, the Event Management The Turn-Key solution provides horizontal platform services, such as Application supports multiple bet types, for example three-way, two- wagering and customer support. It also provides implementation of typ- way, handicaps etc. ical lottery web applications. Lottery web applications usually provide The Turn-Key solution is being hailed as a “break-through solution similar functionality. Players register, they login and logout, they trans- in the gaming industry” by Icelandic Lotteries’ CEO Bergsveinn fer money, buy tickets, and view their profile and actions. All this func- Sampsted. Betware has been the gaming services vendor for the tionality, and more, is provided by the Turn-Key solution. However, the Icelandic Lotteries – Islensk Getspa and Islenskar Getraunir – since Turn-Key solution is component built, which means that lotteries can 1996 when Islenskar Getraunir was the first lottery to put sports betting configure which parts of the solution they want and how these parts on the Internet. The recent changeover from the old system to the new should behave. For example, registration flow is usually customized for system took place in early June, just days before the soccer World Cup, different lotteries and the Turn-Key solution would provide a way to to allow for the addition of a new game which uses the live betting make this customization easy. functionality. “Upgrading to the Turn-Key solution was the way forward for Furthermore, the application and the way it looks to the player are us,” said Sampsted at the time of signing the contract, “Many of the separated. This means that it is easy to customize the way the web appli- smaller lotteries would find what they are looking for in Betware’s Turn-Key cation looks. Most of the customization of the Turn-Key solution is to solution since something like this has not been offered before in the gaming provide the look and feel, or branding the web for a particular lottery. market. It is a feature rich solution that does not need customization in the This also means that the positioning and the layout of the web page can first instance, so it is affordable by the smaller lotteries.” be customized. The Icelandic lotteries are Betware’s second client to choose the The Turn-Key, being a systems-independent solution, can be inte- Turn-Key solution. The first to buy the solution were Chariot (UK) plc, grated to any other gaming vendor’s central system or run as is. Offered the company behind “monday – the Charities Lottery” lotto game in as standard with the Turn-Key solution are the gaming platform along the United Kingdom. p with three games, namely, Lotto, Toto (traditional 1x2 pools game) and For more information on the Turn-Key solution of other Betware services Oddset Long List. At present Betware is also working to offer its instant please contact [email protected]. Submitted by Betware.

Public Gaming International • July 2006 N16 Product Innovations

Another Major Order for KEBA from the Osterreichische Lotterien GmbH

KEBA, the Linz automation professionals, wins the international call for quotations by the Österreichische Lotterien for more than 4,400 new lottery terminals, thus defending its position as exclusive supplier. 8,700 lottery terminals of the KEBA KeWin terminal family have already been in successful use for the Österreichische Lotterien for many years. Austria’s lottery agencies will now be equipped with the latest generation of terminals. The granting of the order for new lottery terminals in May 2006 continues a longstanding, suc- cessful partnership. The new order includes the delivery of 4,400 KeWin multimedia terminals. In 1999, KEBA equipped 4,200 lottery agencies in Austria for the first time with KeWin multimedia terminals, the high-speed lottery terminals for agencies with medium to large betting slip volumes. Three years later, KEBA scored once more with high quality features and best price/performance ratio, again prevailing against international competition. In 2002/2003, 4,780 KeWin mini terminals were delivered to the Österreichische Lotterien. The latest generation of KEBA terminals differs from its predecessors in the integrated bar- code reader and in the connection options via both fixed line and wireless networks, as well as in an additional thermal print head for stamping the receipts. “In addition to the high level of satisfaction with the terminals already out in the field, the excep- tional product features such as the speed and precision of our systems were crucial for the renewed success of KEBA with the Österreichische Lotterien,” according to Gerhard Luftensteiner, Board Member of KEBA AG. The KeWin multimedia terminal offers maximum reliability and constant availability through the combination of high-quality PC components with industry standards and state- of-the-art PC technology. The operation and display via the graphics-capable TFT color display with touchscreen, the high-performance scanning of betting slips up to DIN A4 with the highest recognition rates and the automatic data processing were able to convince the Österreichische Lotterien once again. Furthermore, as well as the most powerful and most reliable system, KEBA offers the qui- etest product on the market at the same time. The KeWin multimedia terminal achieved the highest score in the technical evaluation during the selection process. And even an external testimonial, created by the A-SIT center for reliable information technology, determined that the KEBA terminal best meets the demands of the Österreichische Lotterien. In addition to the impressive product features, the great flexibility of the Linz terminal manufacturer proved decisive as KEBA was able to quickly and professionally implement the adaptations specific to the Österreichische Lotterien. KeWin: The principle of the family The highest degree of modularity is the exceptional feature of the KeWin terminal fam- ily, which enables a terminal mix of the KeWin multimedia and KeWin mini systems to be precisely matched to the betting slip volumes of the respective lottery agencies. This means one-off investments can be technically and functionally extended to optimal- ly adapt to changing market conditions and applications. Above all, the common hardware and software architecture makes the family flexible and cost effective so the system components can be individually configured as required, thus enabling them to be perfectly tailored to the specific requirements. KEBA KeWin terminals have an open system architecture that allows freedom of choice with regard to operating systems and HOST

connections. p Submitted by KEBA.

N17 Product Development

The Purpose and Power of Color Design By Jason A. Morris, Asst. Professor, Western Washington University

Color may be the most influential factor in decoration, and simply a matter of personal preference. However, col- the decision to buy, or not to buy. In Malcolm ors chosen for a design can be meaningful, purposeful, and even func- Gladwell’s book, Blink: The Power of Thinking tional. Choosing color in design is an objective decision that is as Without Thinking, he suggests that when pre- important as the function and form. sented with a choice, the subconscious mind The following is a discussion of four ways that color can be purpose- makes a decision within just a few seconds. Even fully used in design. before one rationalizes and investigates the choices, the mind through rapid 1. Color as association cognition has already been made up. In relation to design, that critical deci- Color can have high emotional and symbolic associations. It can be sion is the purchasing decision. Within those first few seconds the majority applied in design to conjure up soothing emotions or vivid memories to the of the information that is available is visual information and one of the most user. These associations vary by culture, geography, and generation. These dominant aspects of that visual information is color. So, considering this, the emotions seem to come from general associations the mind makes with that application of color and finish in design becomes much more important color through long-term memories. These memories were developed than one first thought. throughout our lifetime through repetition or specific indelible events. The Power of Color For instance, when asked to describe what they like about the Apple Color can dominate all other factors of a product design’s success. iPod, most people say that it looks clean. Why is this a common One might not buy or drive a Porsche automobile if it were a hideous description? Consider the material, finish and colors. It is glossy white color, despite the quality of manufacture and engineering, prestige of and polished stainless metal. For most people in America, every morn- the name, or the high performance. The same is true with home appli- ing of every day of their lives they spend time cleaning themselves in a ances, consumer electronics, soft goods, sports equipment, shoes, lottery room that is usually made of white porcelain with polished metal fix- tickets, and practically every area of design. A poor choice of color and tures. The bathroom is a place of cleaning and cleanliness, and this finish can make or break the success of a product. association is ingrained deeply into the mind. So why, in our efforts to design products, do we spend most of our time Colors can also be meaningful by associated symbolism. This is par- exploring form and usability, while color is often a last minute after-thought? ticularly true with national flags. In the African country of Cameroon, The main reason is that many people view color as purely subjective for instance, the national flag consists of three panels of green, yellow,

The following are some common associations with colors in Western culture: COLOR COMMON ASSOCIATIONS EMOTIONS AND SYMBOLISM red blood, fire, lava, roses, apples, lady bug, warmth, passion, love, stimulating, vigorous, exciting, irritating, ball, balloon, sports car danger, courage orange fire, sunset, orange (fruit), tiger (Bengal), heat, burning, glory, laughter, harvest, happiness pumpkins, autumn yellow sunlight, daffodils, cheese, duck, birds brightness, liveliness, joy, happiness, egotist, intelligence, cowardice, decay, sickness yellow/green spring leaves, amphibians growth, youth, verdant, fresh, cheerfulness, peace, faith green leaves, grass, evergreens, frogs, pears restful, growth, relaxation, efficient, quiet, victory, environmental green/blue sea, Caribbean ocean, turquoise cool, clean, mystery, song, poetry, aloofness blue blueberries, water, sky, sea, ocean loyalty, cool, spaciousness, safe, conservative, sensible, spirituality, serenity, mystery, truth violet/purple grapes, royalty, scarlet dignified, regal, seductive, richness, melancholy, aesthetic, sadness, piety pink Barbie, young girls, pigs feminine, delicate, youthful, romantic, sweet brown earth, dirt, wood, bread, dogs, bears, grounded, earthy, soft, furry, substance, stability leather, chocolate black night, olives, dominoes, shadow, tuxedo mourning, dignity, death, formal, classic, elegant white clouds, milk, snow, polar bears, swans, purity, clean, holy, winter sheep, porcelain, doves grey fog, shadow, elephant, pavement practical, timeless, classic, ambivalent, distance, shadowy silver silver, platinum, steel, spoon, faucets classic, cool, strength, value, high tech

gold gold, jewelry, coins value, rich, preciousness, radiant, warm p

Public Gaming International • July 2006 N18 ProductProduct Development

and red. For the Africans, green is symbolic for the vegetation, growth, Application of these colors in design can attract buyers who are, con- and prosperity. The yellow represents the sun and the happiness it sciously or not, affected by today’s hot palette. These colors change brings. Red represents unity of the African people. This brings signifi- depending on the target market, the geographic region, the season of the cant symbolic meaning, recalling history, struggle, and pride. year, the culture and the design. Because of these factors of variability, considerable research must be done to select an appropriate palette. 2. Color as user interface How does one find out about color trends and fashion? Current peri- Color can give cues as to how to operate a machine or an appliance, odicals and design magazines will exhibit what is hot at the moment, or even an instant ticket. Even without understanding of the function but can’t be relied upon for predicting the future of color trends. of a form, a contrasting colored feature indicates how and what to do. A green button usually indicates “go” or “start,” a red button may indi- 4. Color as identity cate, “stop” or on a trigger may mean, “fire.” Our traffic lights use green, Color can be used to identify the object with a person, a company, or yellow and red to direct drivers with its color cues. a group. The use of color for a corporation becomes critical for those The white stripes of a crosswalk on the street direct the pedestrians with strong brand recognition. Even a sports team is identified through where to safely cross and warn drivers. The controls of an X-Box game its application of color on helmets and uniforms. Color can also identi- controller are colored differently, gray for the controls that are ordinary fy a user or efficiently organize items. and commonly used and colors for the special functions. With a series of Corporations are well aware how powerful color can identify them controls, only the most important and critical ones are usually colored. with their brand. The teal colored gift box with a white ribbon is syn- This application should be used carefully and with consideration. onymous with Tiffany’s. Green and yellow on a tractor immediately Liberal use of color on many buttons or controls dilutes the power and identifies it with John Deere. influence of the colors. Contrasting colors can be applied to those controls Colors used to identify are most successful when they are strong, that are critical and most important, even though they may be rarely used. saturated, and primary or secondary colors. This is to easily distinguish one from the other. Complex and subtle color distinctions may be 3. Color as fashion Fashion announces a fresh new palette of trendy colors every season. …continued on page 31

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N19 Public Gaming International • July 2006 A A A J PokerPokerPokerPokerPokJ er

Famed Poker Player Annie Duke Launches Oregon’s and Ben Affleck, who went World Poker Tour™ Instant Ticket on to win the 2004 California Poker great Annie Duke joined Oregon Lottery representatives for a State Poker Championship. “poker run” media tour in Portland to launch the Lottery’s new World Steve Saferin, president of Poker Tour™ instant ticket. The Lottery recently launched the game at MDI Entertainment, said MDI’s more than 2,500 retail locations across the state. The $5 game offers a poker games including WPT, top prize of $50,000 and a chance to win merchandise prizes and a seat World Series of Poker and

in a World Poker Tour (WPT) tournament. The media tour with Duke Celebrity Poker Showdown, have

J J J was part of an Integrated Marketing campaign designed by the Oregon been successful in every state that has J Lottery and MDI Entertainmnet, a wholly-owned subsidiary of launched the games and are important because Scientific Games Corporation. they offer lotteries a new play experience and fun “By helping bring Poker Champion Annie Duke to Portland for a day-long game for their players, resulting in increasing the bottom line. Adding media tour, MDI was certainly key in the successful launch of our new World a promotional element to a game launch, he said, just adds to the Poker Tour Scratch-it,” said Chuck Baumann, Senior Communications excitement and sales results. Specialist at the Oregon Lottery. “Not only was Annie entertaining, she “Sometimes just launching a game and letting it ride on its own is fine, but was able to clearly communicate the good things that Lottery profits do for to really achieve significant ticket awareness, a media tour like Oregon’s is a Oregon. That combination provided the Lottery with invaluable exposure, huge boost,” Saferin said. “Annie Duke is arguably the most visible female both for the game and the Lottery's benefits message.” poker player today having beaten out the best of the best, including her own Duke, who lived in Portland before relocating to Los Angeles, shared brother. I can’t think of a better to launch a new poker game and I’m sure the details of the WPT game during the media tour, and even sat down other states will take advantage of our IMC efforts to bring that kind or expo- with some radio promotion winners to play a few hands of Hold ‘Em sure to their games.” Poker and provide a few friendly tips. In all, she appeared on eight radio MDI Entertainment's Integrated Marketing Communications (IMC) stations and several television segments. In addition to sharing infor- division offers customers a full-service, comprehensive strategy to help mation about the new World Poker Tour game with the media, Annie lotteries take their sales to the next level. By coordinating all pieces of shared memories of growing up playing cards with her family, including a marketing campaign including broadcast, out-of-home, POS, promo- the sense of accomplishment she feels when she actually beats her men- tions, special events and grass-roots efforts, MDI’s IMC team works one- tor brother, famed poker player Howard Lederer, who first convinced on-one with lotteries to build product awareness and increase sales. her to start playing poker professionally. In just its first two weeks, the World Poker Tour game has already To date, Duke has won over $3 million in tournaments and serves as produced its first $50,000 winner. Lee Hughes of Portland bought two a consultant for the online poker site UltimateBet.com to ensure that WPT tickets at a 7-Eleven and after scratching one of them he thought their rules of poker and tournament structure match those found in he had won $5,000. “I was pretty excited about that,” he said, but when famous Vegas poker rooms. Furthermore, she is sought after for her vast the retailer checked the ticket, they discovered the poker hand Lee poker skills and has even coached celebrities including Matt Damon uncovered in Game Two was actually a $50,000 winner. p

New Hampshire Launches NH Lottery Replay NH Lottery Replay is the ’s first program to a non-winning ticket. These Instant Replay prizes, which are awarded give players the chance to “replay” their non-winning New Hampshire randomly, can be accepted or traded in for 250 points. Players can also lottery tickets on the Web…free. This new program allows players to win prizes by entering points into monthly drawings, or into the enter “Replay Codes” from their non-winning tickets (instant tickets, Ultimate Replay drawing, which is held every three months. Hundreds , Megabucks and more) at www.nhlotteryreplay.com. of prizes will be awarded, including a new car. Once signed up, players accumulate Replay Points for each ticket The first Ultimate Replay prize, which will be awarded in September entered. In general, points are earned in increments equal to five times 2006, is a 2007 Dodge Caliber RT, stacked with great features and val- the dollar value of a non-winning ticket. For example, a $1 Powerball ued at approximately $20,000. Monthly Replay prizes that will be ticket is worth 5 points. A $5 instant ticket is worth 25 points and so awarded in July include gift certificates and prize packages from La-Z- on. A .50 cent Pick 3 bet will earn 3 points. Replay members can earn Boy/Fallon’s Furniture, the Manchester Wolves, Shorty’s Mexican points in several other ways as well, including referring a friend to the Roadhouse, the Nashua Pride, E&R Cleaners, Canobie Lake Park, Best program and signing up to receive lottery emails. Buy, New England Dragway, Merry Maids, Daddy’s Junky Music stores, There are three ways to win through New Hampshire Lottery Replay. T-Bones/Cactus Jack’s, Isles of Shoals Steamship Company, and

Players can win prizes instantly when they enter a “Replay Code” from WOKQ-FM to name a few. p

Public Gaming International • July 2006 N20 Don’t Miss SMART-Tech 2007 The gaming industry’s premier stage for sharing ideas that grow government gaming revenues February 19-22, 2007 at the Wynn Las Vegas

For more information contact Susan Jason at 800.493.0527 or [email protected] EXPO/ILAC International Lottery and Gaming Expo and ILAC Congress 2007 July 16-19, 2007 at the Loew’s Miami Beach Hotel Miami Beach, Florida

For more information contact Susan Jason at 800.493.0527 or [email protected] Teradata Active Data Warehouse Deployed at Harrah’s New Casino for Iowa Teradata is delivering a series of upgrades to the industry-leading data For 12 years the Catfish Bend Riverboat Casino has summered at Fort warehouse at Harrah’s Entertainment, Inc. These upgrades follow Harrah’s Madison, Iowa then wintered in Burlington. The Iowa Racing and acquisition of Caesars Entertainment last June. When fully deployed, the Gaming Commission recently voted 4-0 to allow the riverboat to per- new system will enhance Harrah’s existing data collection, storage, analy- manently dock at Fort Madison while a new casino is being built at the sis and business resumption capabilities, and will support the data analysis existing Pzazz Hotel and Fun City entertainment complex in Burlington. needs at nine properties previously owned by Caesars. The changes permit year-round casino operations in both cities. Harrah’s, the world’s largest provider of casino entertainment, is Oregon to Put Hotline Number on VLTs expanding its enterprise data warehouse to incorporate the customer This fall, the Oregon Lottery will begin placing stickers with the phone loyalty data from Caesars Connection Card into Harrah’s Total number for the problem gambling help line in a prominent place on the its Rewards® program. Once complete, the merged database will have 11,070 VLTs in more than 2,100 bars and taverns around the state. Oregon accounts for nearly 40 million customers. residents can receive free treatment for gambling addiction, as can the fam- Harrah’s is a leader in active data warehousing and integrates a variety ily members of problem gamblers. About 1,500 people a year seek treatment. of real-time data with historical data to create an array of revenue-, oper- ations- and customer-focused applications. In addition, Harrah’s is Paltronics Obtains License in Illinois deploying the Teradata Dual Active Solution to ensure that their data Paltronics Inc. has been granted a supplier’s license in the State of Illinois. warehouse is always available to users and protected against disasters or a “Paltronics brings a refreshing line of products to the casinos in Illinois and major single system outage. These active applications can execute more we have anxiously awaited their licensing approval here,” commented than 400,000 tactical queries against the Teradata platform daily. Mitch Johnson, Slot Director, Casino Queen. “We have plans to build a Harrah’s has been a Teradata customer since 1998. substantially larger facility and will deploy a Paltronics One Link media and “Information is crucially important to the successful integration of the slot system throughout to manage progressives, advertise our promotional Caesars’ business with Harrah’s,” said Tim Stanley, senior vice president events and generate more excitement.” and chief information officer of Harrah’s. “The expansion of our Teradata Aristocrat Opens Macau Office data warehouse and the deployment of the Teradata Dual Active Solution will Aristocrat Technologies has formally opened the premises for their Asia enable a smooth data migration and simultaneously provide all of Harrah’s with Pacific headquarters and branch office in Macau. Aristocrat (Macau) Pty the peace of mind that comes with a sound business resumption solution.” Ltd was unveiled to local gaming dignitaries by Warren Jowett, Executive In addition to the technology upgrade, Teradata Professional Services General Manager Australasia and Asia Pacific, and Ken Jolly, General will provide the scope, design and implementation of the Dual Active Manager Asia Pacific, and attended by traditional dancing lions and solution. Teradata Customer Services will provide the installation, Chinese pyrotechnics. The grand opening coincided with the 2006 Asian backup, archive and recovery services, and business critical support. Gaming Expo in Macau held June 13-14, where Aristocrat presented a range Bally Announces Deal with BLB of new and exciting system and product offerings to the market. On display Bally has signed a contract with Lincoln Park, a subsidiary of BLB for the first time was the Video Lottery Terminal (VLT) offering produced Investors, to provide an advanced suite of Bally Power Bonusing™ by Aristocrat’s recently acquired Swedish company, ACE Interactive. products and up to 4,752 iVIEW touch-screen displays for all VLTs Aristocrat also showcased the innovative virtual poker table, PokerPro™. planned for the Lincoln Park racino in Lincoln, R.I. Along with Bally G2E Acquires AGMMA Power Winners, Lincoln Park will select from a suite of Bally Power Global Gaming Expo (G2E) announced its acquisition of the Asian ™ Bonusing products that also includes Bally Power Rewards , Bally Gaming Expo from the Australasian Gaming Machine Manufacturers ™ ™ Power Sweepstakes and Bally Power Promotions . Association (AGMMA). The Asian Gaming Expo, which currently is North Carolina House Votes to Ban Video Poker comprised of the largest casino gaming equipment trade exhibition in The North Carolina House voted 110-4 to ban video poker. The bill the Asian region and the Asian Gaming Expo Conference, will be was the same as one that passed in the Senate a week prior, with one renamed G2E Asia and will feature a unique perspective on the latest amendment that would require eight to 10 months of jail time for sec- trends within the growing Asian gaming market. ond and third offenders. The amended version passed the Senate by a WMS to Acquire Orion Gaming vote of 44-1. The bill slowly reduces the number of video poker WMS Industries has entered into a definitive agreement to acquire machines any retailer can operate or distributor set up at one location 100% of the outstanding stock of privately-held Orion Financement from three to none by July 1, 2007. …continued on page 31 Public Gaming International • June 2006 N22 Welcome to the Center of your Universe.

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g2e_2006_Ad_blue.indd 1 3/15/06 3:21:03 PM People The New Mexico Lottery Authority board of directors named money to help raise funds for the company, giving them a stake of Tom Romero as its new chief executive officer. Romero becomes about 7 percent in the enlarged company. the New Mexico Lottery's fourth CEO since its 1996 inception. Liberian President Ellen Johnson Sirleaf recently named Thomas He has served as interim CEO since November. Prior to that he Fasue Kelleh as head of the country’s lotteries bureau. Kelleh has a served as executive VP of security for the Lottery. He started his Master Degree in Public Administration and a Certificate in Public law enforcement career in New Mexico with the Tucumcari Affairs Management from the Hamline University in Minnesota. He Police Department serving as dispatcher, patrolman, sergeant and served as auditor at the Robbinsdale Bank in Minnesota before he lieutenant from 1976 to 1988. He then joined the New Mexico was appointed Managing Director of the Liberia Industrial Free Zone Department of Public Safety in 1989 as an instructor and was Authority (LIFZA). He has served as Liberia’s Minister of later promoted to bureau chief of the NM Law Enforcement Commerce as well as the country’s Ambassador to the Federal Academy Bureau. He also served as bureau chief in the Republic of Nigeria. Investigations Bureau. Cadillac Jack announced that Dean Martin has joined the The North American Gaming Regulators Association Company as Vice President of Operations. Mr. Martin is respon- announced the presentation of the organization’s Excellence in sible for strategic planning and operations for all of Cadillac Gaming Regulation Award to James (Jim) Haynes, Director of Jack’s rapidly growing product lines including Class II and III, Charitable Gaming and Investigative Services, Nebraska charitable, redemption, and international gaming. In addition, Department of Revenue. The award was presented at the organiza- he will also oversee global Customer Service operations. Mr. tion’s annual conference which was held June 11-14 in Scottsdale, Martin comes to Cadillac Jack from Scientific , a leading Arizona. The NAGRA Excellence in Gaming Regulation Award is Fortune 500 telecommunications equipment provider, where he open to NAGRA members who have demonstrated outstanding was Director of New Product Development for Transmission accomplishments in the gaming regulatory or enforcement environ- Network Systems. ment. The selection committee considered nominees who have demonstrated sustained achievement, exceptional performance and Electronic Game Card has appointed Sean Manchanda and Mark who deserve recognition for their extraordinary contribution in the Hadland of GoldStrike Capital as advisors to the Board to support field of gaming regulation. the immediate development of the business. Both Manchanda and Hadland are joint managing directors of GoldStrike Capital and Tim Madden has been chosen to head the South Carolina have extensive experience in developing sales and share holder Education Lottery Commission. He replaces C.B. Smith, who value for clients. Manchanda has worked on projects for clients retired recently after serving as chairman since the lottery's including Harrah’s Entertainment, MGM MIRAGE, and launch in 2001. Madden, 42, is a partner in the law firm Nelson International Game Technology, and Hadland on projects for Mullins Riley and Scarborough. He specializes in complex family Caesars Entertainment, Electronic Arts and Microsoft. law matters. He's a 1985 graduate of Wofford College and the University of South Carolina Law School in 1988. Governor Bally announced the appointment of Gavin Isaacs as Executive Mark Sanford has named Nathaniel Spells of Hopkins to fill the Vice President and Chief Operating Officer, effective September vacancy on the board. Spells is president and CEO of 1, 2006. Isaacs will report to CEO Richard Haddrill, who has also Construction Dynamics Incorporated. Spells is a 1972 Clemson extended his employment agreement with Bally through University graduate. December 2008. Isaacs is concluding his responsibilities as President of Aristocrat Technologies, Inc. Additionally, the com- Tim Newing, IT Director of the Year in the 2005 Jaeger- pany announced the following executive appointments and LeCoultre Telegraph Business Awards, is to leave Camelot, operator changes: Mark Lipparelli will assume the position of Executive of the U.K. National Lottery, to join EasyJet. Tim joins EasyJet as IT Vice President of Planning and Strategy; Mickey Roemer will Director with effect from August 21. He has played a major role in assume the position of Senior Vice President of North American the development of the National Lottery over a 10 year period, first Sales; Doug Mack has been named Vice President of as technical manager for IT supplier GTECH UK before joining Manufacturing; Robert Crowder, Vice President, will assume the Camelot itself as Head of Projects and Networks in December 2000, added responsibilities of Project Management and Compliance; after the company was awarded the second license to operate the lot- and Mike Mitchell, Vice President, will assume the added respon- tery. He became IT director in March 2002 and oversaw a period of sibilities of Product Management. major technological innovation for the lottery. Multimedia Games, Inc. announced that Craig S. Nouis, Vice Chariot, the AIM-listed rival to the UK National Lottery, restruc- President and Chief Financial Officer, has resigned to pursue other tured the company and named Peter Jones and John Finan, previ- business opportunities. Randy Cieslewicz, Multimedia's Vice ously non-executives, as chairman and deputy chairman respective- President of Tax, Budget and Corporate Compliance, will serve as ly. Mr Jones and Mr Finan are putting up £250,000 of their own Multimedia's Interim CFO. p

Public Gaming International • June 2006 N24

on the internet

Rehabbingo.com Reaches Payout Milestone betting operation and the risks will be handled by the system itself. This Rehab Bingo is continuing rapid growth from a successful 2005 way, the betting system can be kept open around the clock – 24/7. wwwlaunch by surpassing the 2 million payout mark in its first six months In other news, EGET announced that the companyis taking a new € of operation. Ireland's first online bingo site, RehabBingo.com, recently strategic direction with the launch of a new concept called paid out its two millionth euro to a lucky bingo player, marking an EnterGainment, and a new subsidiary company called WinOne. EGET important milestone in the evolution of this trendy online gaming site. will focus on offering EnterGainment Services – entertaining e-gaming solutions with enhanced service offering for gaming operators and Slovaks Can Bet on the Vote brand owners that wish to serve a mass market audience. Tipos a.s., the National Lottery of Slovakia, allowed customers to bet EGET’s EnterGainment Services are total turn-key solutions and on the results of this years general elections, which were held on June 17. include a wide range of enjoyable game types to ensure a successful gam- Customers could place bets on which party will win the elections, the ing business, new customers and more profit. name of the future prime minister, the number of parties that will win With this move, EGET has also decided to separate its business areas, seats in parliament, the election results of individual parties and the voter and created WinOne, a subsidiary company that will specialize in turnout. Customers could only bet on the election via the Internet. mobile money gaming solutions - Mobile EnterGainment. Xchangebet.com Wins Philippines License Kansas Players Club The Philippine Amusement and Gaming Corp. has reportedly Kansas Lottery players can now get connected to e-news, winning num- granted a license to operate the first Philippine-based online sports bers, promotions and more ways to win by signing up for the new Kansas betting exchange to local company Inter-active Entertainment Lottery Players Club. Membership is free and open to anyone 18 years of Solutions Technologies (IEST). age and older. Members can have any or all of the following emailed to Xchangebet.com expects to make 5 million pesos in its first year of them: winning numbers, news and information, and special promotions. operation. The site will require people to provide personal information, such as bank account details, but bettors will remain anonymous. Bettors Washington Internet Wagering Ban to take Effect can wager between 100 and 100,000 pesos per day. Xchangebet.com is The State of Washington recently made wagering on the Internet a also offering pre-paid cards to finance virtual accounts. Class C felony, punishable by as much as five years in jail and a $10,000 fine. The new law took effect June 7. The bill passed overwhelmingly, Michigan Player City Hall of Fame with only five dissenting votes in the House and none in the Senate. The Michigan Lottery has inducted 100 loyal Lottery players into its Player City Hall of Fame. Inductees into the Hall of Fame earned the Goodlatte Passes House Committee honor by accumulating the most “Player City Points” during the past A House panel recently voted 25-11 to amend the 1961 Federal Wire year through Player City, the Lottery's Internet-based VIP club. Player Wager Act to explicitly prohibit online gambling. It also would outlaw City members earn points for various on-site activities and then electronic transmission of funds to pay for gambling bets, give law “redeem” their points later for members-only contests. Additionally, enforcement agencies authority to block such money transfers, and points accumulated put residents in the running for Hall of Fame hon- increase penalties for violation of the law. It is unclear whether the law ors. Point totals are updated every 5 minutes. will reach the House floor this year. Additionally, Michigan Lottery players now have their own place on Moneymaker Gaming to Use IMX Solutions the web to brag about their luckiest experience with the Michigan Moneymaker Gaming has chosen imX Solutions as its provider of Lottery. The “Lucky Me!” section of the Player City website allows interactive internet shopping cards in order to capitalize on the grow- members to contribute their personal story for all members to see, and ing prepaid gift card market. Moneymaker Gaming will use the imX earn 2,000 Player City points in the process. internet shopping card technology as a direct marketing promotion, in EGET Chosen by Fortuuna.ee as Company order to increase online revenue at its website and raise the profile of Takes New Direction the moneymaker gaming brand. EGET announced the delivery of a mobile betting solution to its Mobile Lottery Solutions Launches ‘The Mailman’ Estonian customer, Fortuuna.ee. With this delivery, Fortuuna.ee will now Mobile Lottery Solutions announced the successful launch of its power- also be able to offer 24/7 mobile and online sports betting to its players. ful ‘Mailman’ technology, the central component of MAP™, the company's The mobile delivery is well-timed for the start of the Football World Cup. exclusive Mobile Applications Platform. The ‘Mailman’ enables lottery In addition, EGET also provides Fortuuna.ee with a new automatic risk- players to easily download games to their mobile phones in a way that is management feature that supports unmanned, 24/7 operation. The oper- leading edge to anything currently available in either Europe or Asia. p ator will be able to set the system in a mode where the supervision of the

Public Gaming International • June 2006 N26 Georgia

Georgia Lottery Sponsors “The Year of Your Life” Promotion

In conjunction with the new game Win for Life (run in conjunc- 1) a one-year lease on a Chevy HHR from Bill Heard Chevrolet; tion with the Virginia and Kentucky lotteries), the is 2) one round-trip travel voucher per month for a year from Air- launching the exciting statewide promotion “The Year of Your Life.” Tran Airways; Georgia Lottery players can enter a second chance drawing for the 3) a $500 per month Publix gift certificate for one year; chance to win a free car, free gas, free groceries, a free cell phone and 4) a new cell phone along with a basic monthly cell services plan for cell phone service, free air travel, free dining, free tickets to sporting one year from Cingular; events and concerts, and free Win for Life tickets for an entire year. 5) a $50 per month gift certificate for one year from Moe's South- Georgia Lottery President and CEO Margaret DeFrancisco introduced west Grill; “The Year of Your Life” promotion at an Atlanta Braves game on June 6) two tickets each month to designated sporting events and concerts 2. The promotion started on June 3, and all entries must be received for one year from Empire Tickets; by July 28. 7) $100 per month for the purchase of gasoline for a year; During the month of July, “The Year of Your Life” Street Teams will 8) 104 single "Free Play" Win for Life lottery coupons. be traveling around the state of Georgia. Players will be able to enter The approximate value of the Grand Prize Package is in excess any non-winning Win for Life ticket with a minimum $5 purchase on a of $30,000. single ticket by mail, at www.galottery.com, or at Street Team events. Ten contestants will be randomly drawn from all entries received to The nine finalists will each win the consolation prize including: participate in “The Year of Your Life” Grand Prize Event at the August 1) a $500 groceries gift certificate from Publix: 12 Atlanta Braves game. One lucky contestant will walk away with 2) a Samsung X497 and a Pre-Paid Starter Kit from Cingular; “The Year of Your Life” Grand Prize and the other nine participants will 3) a $50 gift certificate from Moe's Southwest Grill; receive an amazing consolation prize. 4) Win for Life tickets for an entire year.

“The Year of Your Life” Grand Prize Package includes: The approximate value of the Consolation Package is $874. p

N27 Public Gaming International • July 2006 Industry News… continued from page 2 base and install up to 5,250 Altura® terminals. The Company will also facilitate convenient player-activated identification of winning tickets. install a new IP wireless communications network. GTECH will also pro- GTECH will provide ongoing services to the Virginia Lottery including vide the Virginia Lottery with 225 GamePoint™ machines, the installation, operation, and maintenance of the online central system, ter- Company's all-in-one instant and online lottery self-service solution. minals, and communications network; on-site marketing support; in-state ™ Additionally, 250 Express Point Plus machines will be installed, which hotline management; and field service. p

Bingo: Breathing New Life Into an Old Game!… continued from page 14 months of operation. Rehab Bingo, a division of Rehab Lotteries, is bid- Peterborough, and Sudbury, and one other site to be developed in Toronto. ding to break into the 150 million global online bingo business in an € The Philippines – Bingo Boutique Expansion effort to raise funds to develop vital new services for people with disabili- Leisure and Resorts World Corp. is reportedly allocating P100 million ties and those who are socially marginalized. to be used for the expansion of bingo operations in the Philippines. The Bingo has always been a hugely popular method of charity fundraising company is reportedly planning to launch 30 to 50 bingo boutique outlets in Ireland and Rehab believes that the online version of the game will (stand-alone sites with an average area of 100 square meters, containing continue to become even more popular. Rehab Lotteries managing direc- 20 electronic machines and one rapid terminal) across the country. Most tor, Dr. John McGuire noted that around three quarters of regular Internet of the company’s current bingo facilities are located in shopping malls. bingo players at present are women despite the fact that up to now they The company, which currently has 819 e-bingo machines and 49 rapid had very little involvement in an online gaming market which is now terminals, is also planning to place 350 additional e-bingo machines and worth 2 billion a year in Ireland alone. € 15 rapid bingo terminals in 36 outlets. Mexico – Apuestas’ Bingo Halls Sweden – Svenska Spel to Refurbish Halls In March, Multimedia Games announced that it has been selected by Svenska Spel will begin helping local sports in Sweden to raise money Apuestas Internacionales S.A. de C.V. to provide traditional and elec- for their activities through bingo halls in October of this year. The Lottery tronic bingo gaming, technical assistance, and related services for has been cooperating with bingo entities for the last five years. Apuestas' locations in Mexico. Apuestas was granted a permit by the Now, 20 bingo halls have signed a contract with the Lottery, and 20 more Ministry of the Interior of Mexico to open 65 facilities throughout Mexico may join the pact. Svenska Spel will completely refurbish these halls, giving to operate bingo and sports books. them a new design and technology which makes it possible to have local as Multimedia Games will initially train Apuestas personnel in tradition- well as national jackpots, and the whole range of Svenska Spel´s products al bingo games, and provide all of the electronic bingo units for the first which are available at www.svenskaspel.se (except Internet poker), includ- facility, which is expected to open during the second quarter of 2006. ing a variety of bingo games which the Lottery has offered online since 2003. After the initial six months, Multimedia will provide 70 percent of the Svenska Spel is looking to broaden bingo’s player base – which cur- units in the establishments opened by Apuestas. During calendar 2006, rently hovers at 200,000 out of a possible 1.8 million – attract a younger approximately 10 facilities are expected to come online. audience and make the bingo halls more of a community activity. Ontario – Bingo Revitalization Project Texas – Bingo Boom In September, 2005, the Ontario Lottery and Gaming Corporation Non-profit organizations across Texas that conduct charitable bingo undertook a project to revitalize the charity bingo in its jurisdiction. Five games reaped significant gains during calendar year 2005, bringing in just bingo centers were chosen for the pilot project. Sites were chosen because over $633.6 million or 4.8 percent more in gross receipts than in 2004. they are isolated from other bingo centers, allowing for a cleaner, more “Calendar year 2005 was the sixth-highest year for gross receipts since we start- controlled testing market, as well as ensuring that the upgraded facilities ed keeping records in 1982, and $29.1 million above the 2004 figure of $604.5 won’t compete with business at other centers. million,” said Billy Atkins, director of the charitable bingo division of the Highlights of the revitalization pilot project includes extensive renova- Commission. “The gross receipts are a clear indicator of bingo’s tions to the bingo centers in order to offer players a more comfortable and popularity, and they also tell the story of why there was a notable rise in total prizes. enjoyable environment, the testing of electronic bingo games (including Prizes in 2005 were $471,390,751, $26.8 million more than in 2004.” handheld and tabletop devices), enhanced customer service, and a new As a result of conducting charitable bingo games, non-profit organiza- revenue-sharing model among the bingo centers, charities, municipality tions across Texas can celebrate another milestone; reaching $800 million and the province. Electronic bingo will give players the option of playing in proceeds from the conduct of games since 1982. games through computer terminals as a complement to playing tradition- Bingo games as they are played in Texas today aren’t your grandmoth- al paper bingo cards. er’s old game anymore. Decades ago, bingo was played with small piece of In addition to offering a new way to play, the bingo pilot project sites paper and kernels of corn that players would put on the paper. “Now games also feature refreshing new interiors to make the bingo centers a place are played with pull-tabs as well as card minding devices, which are electronic where people will want to be. The new amenities plus the new electronic devices that allow players to play up to 66 cards at the same time. So, bingo has options for play will help to grow the popularity of bingo and ensure reli- made the jump to the 21st Century,” Atkins said. able funding for local charities into the future. In Texas, there are 1,265 non-profits that conduct charitable bingo The five locations involved in the project are Barrie, Kingston, games to raise money for their charitable causes. p Public Gaming International • July 2006 N28 RoundUP Connecticut other applicable initial taxes and fees for the vehicle. Total value of the Dino Esposti, a soft-spoken, 87-year-old retired school principal from grand prize is approximately $52,000. Plainville, CT won the Grand Prize of $100,000 on June 17th at the The Kansas Lottery recently announced its partnership with the Corporation’s Hot Series Second Chancer draw- newly formed Kansas Association of Rodeo Committees and its spon- ing event. Earlier this year, the CT Lottery launched the “Hot Series,” sorship of the first-ever Kansas Lottery Championship Rodeo Series. four scratch games featuring pricepoints of $1, $2, $3 and $4 each, with Professional rodeo contestants will earn points by competing in several top prizes ranging from $27 up to $7,777. rodeos being held in Kansas this summer, all of them part of the Kansas To participate in the Second Chancer Drawings, a player simply had Lottery Championship Rodeo Series. The contestants with the highest to collect one non-winning ticket from each of the four Hot Series cumulative series point totals in their events will win $1,000 cash prizes Games, and mail all four to the CT Lottery. During the entry period and trophy buckles. Events include saddle bronc riding, bareback rid- (ended May 19, 2006) more than 130,000 second chance entries were ing, barrel racing, tie-down roping, steer wrestling, bull riding and team submitted by CT Lottery players. From that group, 20 lucky finalists roping. The series will involve 12 Kansas rodeos in two divisions. The were randomly chosen. Each of the 20 received a $5,000 prize and an “Heeler Division” and the “Header Division.” entry into the Grand Prize $100,000 drawing. Kansas Lottery players who buy $3 or more in Super Kansas Cash on a The event was also used as a venue to film a television commercial - single ticket automatically receive a voucher for a “Buy One, Get One which will serve as a “roadblock,” airing on five local stations all at the Free” offer for admission to the Kansas State Fair. The promotion will con- same time, in an effort to reach a large percentage of television viewers tinue through the week, or until the lottery generates 30,000 vouchers. with information about Second Chancer drawings, and the CT ’s upcoming Second Chancer Treasure Island Series. Mega Scratchers games and super-sized jackpots helped the Missouri Georgia Lottery set record proceeds during fiscal year 2006, coming in 19 percent With two weeks remaining in the fiscal year, the Georgia Lottery higher than the last fiscal year transfers and 13 percent higher than the pre- announced its annual sales surpassed $3 billion for the first time in vious record $230.3 million set in fiscal year 2004. The final monthly pro- GLC history. ceeds transfer of $23,097,875 brought the total proceeds transferred to Missouri’s public education during FY06 to $260.3 million. The Lottery’s Illinois first “mega” Scratchers game was introduced in September 2005, and the The Illinois Lottery is giving away $200 million in total available Powerball jackpot surpassed $300 million two times during fiscal year 2006. prizes through its largest ever second chance promotion, called “Set for Life.” The Lottery is holding weekly drawings for 16 weeks, where one Montana winner will be randomly drawn to participate in a not-to-be-missed Oberthur Gaming announced the signature of a licensing agreement grand finale event on Sept. 30th at Wrigley Field. The 16 lucky winners with the for the use of OGT’s FailSafe® patented key- will walk away with one of the following: $100,000 a year for life, the less validation system. The Montana Lottery will utilize FailSafe® for cash equivalent of a new leased car every year for life or the cash equiv- keyless validation and check a ticket purposes. alent of a fabulous vacation every year for life. To enter, players must Unique to OGT, FailSafe® consists of a barcode that is printed under send in $30 worth of eligible non-winning tickets from the “Set for the latex area of an instant scratch ticket, making FailSafe® entirely Life” instant ticket suite or any “Pick 'n Play” tickets. Players can mail secure for the validation of instant tickets. For a greater performance, the in entries or submit online at http://www.illinoislottery.com by Sept. 1. Montana Lottery has opted for the multi-dimensional PDF-417 mini-bar- code, one of the most advanced barcodes available today, which is five Iowa times smaller than conventional barcodes and designed to provide total For a limited time, the offered players a chance to pur- security and integrity. The PDF-417 contains a built in redundancy chase a combination of lotto games at a discounted price. Starting June which allows the barcode to be read even if it is partially covered by latex. 4, when players asked their local retailer for the “Quick 6,” they were able to sample and save on lottery products. Players got one Powerball Nebraska with a Power Play ($2 value), one , one Pick 3, one Pick 4 The ’s UNO® game, an Oberthur Gaming licensed and one $100,000 Cash Game ticket – a $6 value – for only $5. The property, has shot to the top of the deck with incredible sales results. Quick 6 promotion ended July 1. “For the last several weeks, UNO® sales have surpassed our very popular $35,000 Bingo game sales,” said Angela Petersen, Products Manager for Kansas the Nebraska Lottery. “Plus, it has helped increase total sales for our $3 The Kansas Lottery’s Hot Lotto, Cool Ride promotion should product line.” UNO® has seen similar success among other U.S. lottery encourage players to try the Lottery’s newest lotto game if they haven’t organizations that have launched the game. done so already. Starting May 28, players who buy $2 or more of Hot Lotto on a single ticket automatically receive an entry for a drawing to New Mexico win a 2007 Ford Explorer Sport Trac. The Hot Lotto, Cool Ride draw- The New Mexico Lottery has launched a statewide search for musicians ing will be held September 17 at the Kansas State Fair in Hutchinson. to be featured in a new series of Powerball television commercials. The In addition to the 2007 Ford Explorer Sport Trac, the grand prize Lottery has featured New Mexico musicians (in both English and Spanish) includes mandatory state and federal income withholding taxes, plus in commercials in the past. In order to be considered, musicians must be at

Public Gaming International • June 2006 N29 RoundUP least 18 years of age and be based in New Mexico. Complete details are Canadian Cancer Society through the Federated Health Campaign, posted on the New Mexico Lottery’s website, www.nmlottery.com. continuing a tradition started six years ago by an OLGC employee who New York was since lost to cancer. Two cancer-surviving employees will join in throwing the ceremonial first pitch. The New York Lottery recently launched $3,000,000 Jubilee as part of its celebration of the 30th birthday of instant tickets. With 25 different Oregon prize levels, $3,000,000 Jubilee will produce an amazing thirty-five new The Oregon Lottery has passed the $1 billion mark in sales for the millionaires. The new $10 ticket offers players 15 chances to win one of the first time in its 21-year history. Video Lottery is up nearly 27 percent, five $3 million jackpot prizes and thirty $1 million second prizes. Odds of and Powerball sales are up 70 percent over 2005. In FY05 the Lottery winning the top prize of $3 million are 1 in 4.28 million. Odds of winning had sales of $940 million. the $1 million second prize on this game are an incredible 1 in 705,000! Pennsylvania The odds of winning any of the 25 different prize levels are 1 in 4.27. HumonGUS BUCKS, a new $5 instant game, North Carolina offers a second-chance drawing that will award three winners an oppor- The North Carolina Lottery reaped big rewards in its first full week tunity to attend a Lottery television commercial shoot with Gus, the of Powerball sales, selling $6.5 million in tickets for the game. Total second-most famous groundhog in Pennsylvania. HumonGUS BUCKS sales for North Carolina have reached $175 million. is a $5 game that features four different collectible scenes of Gus. The Ohio game offers 20 top prizes of $50,000; more than 1,150 prizes from $500 to $5,000; more than $11 million in prizes from $25 to $100; and 12 The $20 Raffle to Riches on-line game, offering the Ohio Lottery’s chances to win on each ticket. best odds ever of winning a $1 million top prize, goes on sale Sunday, To be entered into the second-chance drawing, players must send July 23. With odds of 1 in 125,000 of winning the top prize, the game three non-winning HumonGUS BUCKS instant tickets to the Lottery is sure to sell out quickly. Only 500,000 tickets will be available for pur- on or before Aug. 8. The second-chance drawing will take place the chase, beginning Sunday, July 23, and will be sold through Saturday, week of Aug. 14 and winners will be notified by the Lottery in August. Sept. 2, or until the game is sold out. Raffle to Riches offers three prize The Lottery will provide two nights' lodging for each winner and his or levels: $1 million, $100,000 and $1,000. Overall odds of winning are 1 her guest, meals and $500 spending money. Also included will be trans- in 982. A total of 509 winning tickets will be drawn. The drawing is portation from anywhere in the state to and from the commercial pro- slated for Labor Day, Monday, Sept. 4. duction, either in Pittsburgh or Philadelphia. On July 1, the Ohio Lottery begins a sales incentive program that rewards retailers who sell top prize tickets of $100,000 or more, with a Québec bonus of one percent of the top prize, up to $10,000. The bonus will be With consolidated revenues of $4.016 billion (+2 percent) and net awarded once the winning ticket is claimed and will be automatically income of $1.614 billion (+1.9 percent), Loto-Quebec remitted a total credited to the retailer’s invoice account. of $1.537 billion (+1.7 percent) in dividends to the Québec Oklahoma Government during the fiscal year ended March 31, 2006. All three of Loto-Québec's principal activity sectors contributed to the increase in The launched its first scratcher game featuring the Corporation's total revenues. In the case of Lotteries, for example, both cash and merchandise prizes. “Trucks & Bucks” will offer players a the renewal of product offerings and the continuous upgrading of the unique chance to win a 2006 Ford F150 Oklahoma Edition XLT distribution network proved to be profitable strategies. With respect to Supercrew Truck. The game, launched on May 25th, gives players the the Casino sector, the increase in overall earnings is all the more note- chance to win over $4 million in prizes, including: up to $5,000 cash, a worthy in view of the Casino de Charlevoix's difficult challenges relat- Ford Prize Pack valued at approximately $500 or one of six 2006 Ford ed to the lengthy strike at the Fairmont Le Manoir Richelieu. F150 Oklahoma Edition XLT Supercrew Trucks. Five of the trucks will be instant winners and the sixth will be awarded at the Grand Prize South Carolina Drawing, September 16th, during the Oklahoma State Fair. The South Carolina Education Lottery and Pulliam Ford, based in Ontario Columbia, held a Mustang® Classic Car Rally on Saturday, June 10, at 1:30 p.m. to celebrate the launch of SCEL’s 2006 Million Dollar More than 50 teams of employees from the Ontario Lottery and Second-Chance Summer Promotion. All classic car owners were invit- Gaming Corporation casinos and slot facilities across the province went to ed to bring their finest to Pulliam Ford for prizes, entertainment, and bat for the Canadian Cancer Society and the Federated Health campaign fun. The person with the vehicle judged the “classiest” won $500 in at a fun and fund-raising slo-pitch softball tournament at the Optimist Ford® merchandise. With Million Dollar Second-Chance Summer, Park sports complex in Niagara Falls June 13 and 14, 2006. More than 900 players must collect any $20 combination of non-winning qualifying employees volunteered their time and travel to participate in the tourna- tickets to qualify to enter the second-chance drawing where two SCEL ment which is the largest event being staged by any corporate supporter of players will win a convertible Ford Mustang® vehicle and a third SCEL the Federated Health Charities Campaign. The event included 20 teams player will win both $1 million dollars and a convertible Ford Mustang® from Niagara Fallsview Casino Resort and Casino Niagara. vehicle. A statewide radio promotion, incorporating Mustang® Trivia, Last year's event raised more than $6,000 which was donated to the will also take place throughout the summer months. A Mustang® con-

Public Gaming International • June 2006 N30 RoundUP vertible will be awarded to a radio listener. make a complete “X” to win $3,000 - $50,000! Tennessee Texas The added Bingo to its instant game roster. With Texas Lottery Pull-tabs posted the highest sales ever for a single quarter four Bingo “cards” and four chances to win up to $50,000 on every tick- during the period from January through the end of March this year. Sales et, players will find this newest game exciting and fun to play. On each of pull tabs were $68.9 million, with instant prizes totaling more than $3 Bingo ticket, scratch-off the CALLER'S CARD to reveal 24 Bingo $50.3 million. “Pull-tab sales continue to be red-hot at charitable bingo halls numbers. Rub corresponding numbers of Cards 1 – 4. The numbers on across the state, and accounted for 39 percent of total bingo receipts for the first CARDS 1 – 4 will turn dark blue when rubbed. Match 5 numbers in a quarter of 2006,” said Billy Atkins, director of the charitable bingo divi- complete horizontal, vertical or diagonal line to win $4 - $30. Match all sion of the Texas Lottery Commission. “Pull-tabs let players know immedi-

numbers in all four corners to win $30 - $60,000. Match all numbers to ately if they’ve won a prize, and that’s part of their great popularity.” p

North American Lottery Keno Programs… continued from page 10

stores, gas stations, and liquor stores. Colorado Sales figures vary, but for the 57 social settings the average weekly The offered Keno for about seven years, from 1991 sales figure is $5,623.00 per venue. In the March 2006, Tenley Market, to 1998. Keno was introduced with the belief that it would be a great a relatively small convenience store located in a high traffic area, gen- revenue opportunity for the Lottery, and started strong. Sales peaked in erated $26,625.00 in Keno Sales per week. Locations that don’t have a the first year at nearly $14 million. After experiencing declining sales monitor may sell as low as $0-$4 a month; with a monitor the low end for several years, the Lottery began developing other On-Line games,

is about $2,000 a month. The monitor is the key difference. such as Cash 5, which was launched in 1996. p

The Purpose and Power of Color Design… continued from page 19

confusing and harder to identify. Conclusion When the shopping customer glances at their choice of products and Color in the Design Classroom makes a quick decision on which to buy, they are determining the fail- When color is seen as having purpose, designers take it more serious- ure or the success of that product. If designers don’t consider and choose ly and begin to think of it as more than subjective decoration. So, how the colors of their products well those products are left on the shelf, can these purposes be introduced into the studio? The following are two unsold, unused, and eventually become garbage. This is a crime to the sample projects for designers to think through their color application environment, the manufacturer, the retailer, and the general public. and integrate color with their forms. Color serves numerous functions; it's not just decoration. Color has Color Purposes Image Search tremendous power that is often underestimated and underutilized by design- Ticket designers can search for the best designed examples of Lottery tick- ers. Because of the way the eye perceives and constructs the world, color is ets. This requires them to look at designs critically and evaluate how the inextricably integrated with form, line, texture and shape. The visual process

design is using color. They can also look for examples in nature and interiors. does not separate those factors, and neither should the visual designer. p Make Color First Jason Morris is currently an assistant professor of industrial design at Instead of applying color decisions at the end of the design process, why Western Washington University in Bellingham, WA. He is an industrial not choose a palette at the beginning? As part of the early research phase designer with 10 years of consulting product design experience, and was princi- of a project, color should be explored and considered. Designers might pal of the award winning design firm TOOL in Boston for four years. Over investigate what colors are appropriate for the project based on its func- three dozen of his designs have made it to the market to be successful products. tion, target market, branding, and culture. Alongside concept sketches of He was awarded a Chicago Athenaeum Good Design Award in 1999 and forms could be various color palettes for critique and discussion. 2004. He also holds nine US design and utility patents with more pending. Jason earned his Master's of Industrial Design from Pratt Institute.

Video News… continued from page 10

Company (“Orion Gaming”). The acquisition will expand WMS' inter- (approximately U.S. $30.5 million dollars), which includes EUR 15 mil- national presence and game library, while adding a proven product lion (approximately U.S. $19 million) to acquire from the two sharehold- development team focused on international opportunities. ers, 100% of Orion Gaming's common stock, plus approximately EUR 9

WMS will pay total consideration of approximately EUR 24 million million (approximately U.S. $11.5 million) to retire existing debt. p

Public Gaming International • June 2006 N31