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Lottery and Young Adults: Canadian Lotteries Take Lotto to the Max!

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Lottery and Young Adults: Canadian Lotteries Take Lotto to the Max! The Official Publication of the North American Association of State & Provincial Lotteries LotteryJune Issue 2011 Insights Lottery and Young Adults: Canadian lotteries take Re-Defining the Generation Game in Lotto to the Max! an Increasingly Multi-Cultural Society By Patricia McQueen By Simon Jaworski, VP, Lottery Research, TRiG Page 24 Page 12 In This Issue Lottery Insights June Issue 2011 From the President Conference Update: Jeff Anderson, Director, Idaho Lottery NASPL ‘11 Partner/Companion Page 4 Program Page 20 NASPL Staff The Georgia Lottery Corporation Achieves NSI Verification NASPL 2011 David B. Gale Page 6 Professional Development Executive Director Update Thomas C. Tulloch Page 22 Director of Administration Alchemy3 Introduces Andrew White “EL GRANDE” Project Manager New Game has Multi-Cultural Canadian Lotteries take Lotto to Tamika Ligon Appeal the Max! Program Planning Coordinator Page 8 By Patricia McQueen, Staff Writer, NASPL John Koenig Page 24 Graphic Designer Janine Hutzell Now Playing at the Nebraska Accounting Lottery: Green Lantern By Patricia McQueen, Staff Writer, Lottery Leadership Re-Cap Cindy Horn NASPL Andrew White, NASPL Tradeshow Coordinator Page 10 Page 32 Patricia McQueen Staff Writer Lottery and Young Adults: I Like the Lottery! Circulation: Re-Defining the Generation Game By Carol Tobler and Margaret Mueller, Lottery Insights ISSN 1528-123X, in an Increasingly Multi-Cultural- Ph.D. Independent Lottery Research June 2011, Volume No. Twelve, Issue Six. Published monthly by Society Page 36 NASPL (North American By Simon Jaworski, VP, Lottery Association of State and Provincial Research, TRiG Lotteries) Page 12 Future Seminars & Conferences 1 South Broadway, Geneva, OH 44041 Page 45 © 2011 All rights reserved. The Social Media Strategy: The Ohio Lottery NASPL Email: [email protected] By Mary Kotynski, Marketing Web Site: www.naspl.org Phone: 440.466.5630 Communications Ohio Lottery Fax: 440.466.5649 Commission Page 18 2 | Lottery Insights - June 2011 Lottery Insights - June 2011 | 3 8,5x11inches From the NASPL President Dear Friends, If that isn’t enough, they all participated in a Skype session with DC Lottery Executive Director I recently had the chance Buddy Roogow. Buddy presented and discussed to visit with and speak to the lottery’s latest achievement, Intranet Gaming. twenty-one participants He talked about how it evolved, current status, at the recent Lottery and next steps. He finished with an interactive Leadership Institute question and answer period. Seminar held in Ohio last month. The attendees participated in a group project and gained valuable knowledge outside of their job A big thank you to all descriptions. The Lottery Leadership Institute is of the speakers who participated and I extend an irreplaceable training tool for our industry. my gratitude to the Ohio Lottery for hosting this important educational event. There’s still time for you and your fellow team members to enjoy another NASPL learning experi- Each attendee heard from leading lottery profes- ence. Next month NASPL will hold its 2011 Pro- sionals who shared ideas on how best to work fessional Development Seminar in New Orleans, on our business, not just in it. They also took Louisiana. The Louisiana Lottery Corporation is part in sessions led by experts that specialize in our host for this meaningful educational and net- strengthening personal leadership skills. Our working opportunity. The agenda is outstanding attendees also visited the Ohio Lottery to hear and full of relevant, real-world topics for today’s from research professionals talk about real lottery lottery professionals. case studies and corporate responsibility. They were able to ask questions of a retailer panel and Finally, don’t forget registration for the October discuss current work being done on a daily basis. 2011 Annual Conference and Trade Show is now open. Kathryn Densborn and her team from the Hoosier Lottery have a terrific conference planned for you. Experience Hoosier hospitality in Indianapolis and “Expect the Unexpected”. Introducing... See you soon. The New NASPL Website Click Here! Jeff Anderson Director, Idaho Lottery NASPL President 4 | Lottery Insights - June 2011 Lottery Insights - June 2011 | 5 Industry News The Georgia Lottery Corporation Achieves NSI Verification Continues Quality Assurance Excellence The Georgia Lot- to provide both lotteries and vendors with tery Corporation simple, documented, and approved methods recently achieved for building quality into the product develop- the status of ment and testing processes. In the long run, “Verified” within these practices result in greater efficiencies the NASPL Stan- while reducing cost and risk. This verification dards Initiative provides an acknowledged set of quality assur- (NSI), under the ance processes and procedures that will permit Best Practice Qual- the Georgia Lottery Corporation and its gaming ity Assurance of Product Development in the system vendor(s) to follow an approved and Lottery Industry: Requirements Definition. repeatable method when defining, developing, and accepting software products for installation The Quality Assurance best practice is intended at the lottery. 6 | Lottery Insights - June 2011 “I want to commend the Georgia Lottery Corpo- million students have benefited from the lottery- ration and their vendor partner GTECH,” said NSI funded HOPE Scholarship and Pre-K Programs. Project Manager Andrew White. “You can see through their work that both organizations have committed to using the best practice in all facets of their day-to-day operations. The benefits and efficiencies are clearly present.” About the Georgia Lottery Corporation “GTECH has demonstrated a consistent approach Since its first year, the Georgia Lottery Corp. has through all of the jurisdictions they work with returned more than $12.5 billion to the state of especially in the lotteries that have achieved the Georgia for education. All Georgia Lottery profits status of Verified,” said NASPL Executive Director go to pay for specific educational programs, in- David Gale. “We are starting to see quality work cluding Georgia’s HOPE Scholarship Program and across the North American lottery market and Georgia’s Pre-K Program. More than 1.3 million this is an example of how NSI works.” students have received HOPE, and more than 1.1 million 4-year-olds have attended the statewide, The Georgia lottery’s growth is a result of hard voluntary prekindergarten program. For more work and sound business practices like the most information on the Georgia Lottery Corporation recent Quality Assurance Verification. The end visit: www.galottery.com result has meant more educational opportuni- ties for a growing number of Georgians. Over 2.4 Lottery Insights - June 2011 | 7 Industry News Alchemy3 Introduces “EL GRANDE” New Game has Multi-Cultural Appeal As the Hispanic population in America contin- ues to grow at a rapid pace with more than 15 percent of the population belonging to this ethnicity (source: Hispanicpopulation.net), Al- chemy3 (A3) is pioneering a series of Hispanic- centric games—the first being “EL GRANDE”. El Grande is a new and exciting lottery game based on 15th century Spanish culture. There is a popular board game by the same name that was developed and produced in Germany and has been widely distributed through Europe. “A3 has developed a lottery game that brings EL GRANDE to lottery players around the globe” mostly through the introduction of Taco Bell said David Schorr, A3’s chief executive officer and Starbucks menu items. “We believe that EL and one of the company’s three founders. “This GRANDE will have great appeal to both Spanish is our first attempt at reaching out to a diverse and non-Spanish speaking consumers. This is audience which has been under-represented in important as our clients are asking for games the past and continues to grow at a rapid pace that will appeal to a new audience without nationwide. While some lotteries have already alienating the lottery core player”, Schorr con- begun efforts to broaden their lottery base , we cluded. hope that our multi-cultural strategy will aid our clients in reaching this emerging audience and in turn, generate additional revenue for lottery good causes” Schorr added. About Alchemy3: Founded in Alpharetta, Georgia in 2007 by lot- The premise of the original game focuses on tery industry veterans, Alchemy3 has quickly groups of “Caballeros” who battle each other become a leader in lottery strategic planning. with the ultimate goal of controlling and taking The company creates “smart gaming solutions” over regions/territories. In the end, the player that often times merge licensed consumer who has conquered the most regions wins the brands and lottery games. Alchemy3 represents game. The “El Grande” instant game play is a select group of brands including the GRAM- familiar to core lottery players as it incorporates MY AWARDS, CBS Consumer Products, Bass Pro the popular your score/their score feature— Shops, Six Flags, M&M/MARS and Royal Carib- widely accepted by existing players and easy for bean to name a few. Alchemy3’s capabilities new players to understand . The title and call- also include the design of mobile apps, devel- out messages are in both English and Spanish. opment of internet games and implementa- The word “GRANDE” has become part of the tion of loyalty programs. To learn more about U.S. and Canadian vernacular over the years— Alchemy3, visit www.alchemy3.com. 8 | Lottery Insights - June 2011 CULTURAL CONNECTION Introducing “El Grande”, the first of many games to come from Alchemy3’s multicultural gaming initiative. We’re building brands that capture lucrative markets by combining today’s technology with rich cultures. For more information, please contact your Alchemy3 Account Director. www.alchemy3.com Lottery Insights 770 - June 442-6993 2011 | 9 Industry News Now Playing at the Nebraska Lottery: Green Lantern By Patricia McQueen The movie may not hit theaters picture,” said Neil Watson, the Lot- good pre-publicity, will appeal to until June 17, but Green Lantern tery’s Public Information Officer.
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