La Fleur’s 2018 Austin Conference Tentative Program

Monday, December 3, 2018

5–7 p.m.—Registration

5–7 p.m. Opening Night Reception (Gabriel’s Restaurant, AT&T Hotel & Conference Center (Co-Sponsors: Jackpocket & LatinWorks)

Tuesday, December 4, 2018

8–5 p.m.—Registration

8–9 a.m.—Coffee & Bagels

9–9:15 a.m. Welcome Address Gary Grief, Executive Director, Texas

9:15–9:30 a.m. The $5 Million Vegas Challenge and the Big Cedar Cash Adventure: Non-Licensed Scratch Family Promotions Ryan Mindell, Lottery Operations Director, An overview of two exciting upcoming Texas Lottery promotions. First, the $5 Million Vegas Challenge will launch with the six games in a multiplier family starting December 6. The promotion will offer a guaranteed $1 million prize (up to $5 million) to one winner, with multiple $1 million prizes available. Second, the Big Cedar Cash Adventure will launch with the four games in a Gems 7 family starting May 6, 2019; 400 winners will win a trip to the Big Cedar Lodge and experience a private VIP concert.

9:30–9:45 a.m. LUCK HAPPENS Case Study Andrew Leeper, Brand Strategy Coordinator, Texas Lottery In 2017, the Texas legislature reduced the Texas Lottery ad budget by 23% from $32 million to $26.4 million. This was a huge challenge considering that the Texas Lottery was already ranked 39th out of 45 US in ad budget per capita. With record sales goals to beat, the Texas Lottery had to really get scrappy and find creative ways to stretch the advertising budget to make sure every ad dollar was working as hard as possible. Using a holistic approach, the Texas Lottery team developed a synergistic strategy across all platforms that built equity with every interaction and engagement. This new approach emphasized not only efficiency but impactful creative messaging that resonated with consumers key motivations for playing lottery.

9:45–10 a.m.—Texas Lottery Interactive Panel

10–10:30 a.m.—Coffee Break

10:30-11 a.m. 5 Secrets of Master Game Designers to Inspire Innovation Tom Long, Studio Head, GoneGypsy Games Inspiring innovation year-over-year is critical to growing the largest entertainment in the world to over a mind-blowing $100 billion a year video game industry. Learn 5 powerful secrets that master game designers use to hone their craft and how you can leverage it in your production of real money gaming. This talk will introduce and briefly review 5 of some of the most important and practical concepts a professional game designer should know and use when producing a new game. These concepts were curated specifically for this conference audience and should provide a solid action-item foundation for your lottery game success.

SEGMENT: iLottery & Lottery Modernization

11-11:15 a.m. Rapid Adoption of New Game Categories, New Distribution Channels, Cashless Payment Options, and Lottery Modernization Initiatives Drew Svitko, Executive Director,

11:15–11:30 a.m. iLottery Case Study: Pennsylvania Lottery Stephanie Fidler, Deputy Executive Director, Marketing & Products, Pennsylvania Lottery The Pennsylvania Lottery launched iLottery just six months after the law was enacted to authorize internet sales. Five months later, play/sales reached a milestone of $100 million. How did they do it? The Pennsylvania Lottery will share with you things that your lottery can do now to prepare to sell online; key decisions that are integral to the success of iLottery and other lessons learned along the way will be discussed.

11:30–11:45 a.m. iLottery Case Study: Shannon DeHaven, Deputy Director, Digital Operations, Michigan Lottery

11:45–12 p.m.—iLottery Panel -Shannon DeHaven, Deputy Director, Digital Operations, Michigan Lottery -Drew Svitko, Executive Director, Pennsylvania Lottery -Stephanie Fidler, Deputy Executive Director, Marketing & Products, Pennsylvania Lottery

12-12:15 p.m. The Fleurry Best Lottery Ad Awards Ceremony

12:15–1:45 p.m.—Luncheon

1:45-2 p.m.—MUSL Panel - Bret Toyne, Executive Director, MUSL - Drew Svitko, Executive Director, Pennsylvania Lottery - Gary Grief, Executive Director, Texas Lottery

2–2:15 p.m. Gold Program Sponsor Presentation: Self-Service & the Consumer Experience Dan Morales, Senior Manager Retail Sales & Analytics, IGT According to TechNavio, there is an expected 49% growth in retail self-service options over the next three years and Forrester predicts 79% of customers would rather use self-service than a human assisted support channel. How can lotteries be properly positioned with retailers and solutions to remain a sustainable product for consumers in the future of retail?

2:15–2:30 p.m. Gold Program Sponsor Presentation Nick Papadoglou, VP & CCO, INTRALOT

2:30–2:45 p.m. Gold Program Sponsor Presentation Julin Shaw, Director, Marketing, NeoPollard Interactive

2:45–3 p.m. Gold Program Sponsor Presentation TBA, Scientific Games

3–3:30 p.m.—Coffee Break

3:30–3:45 p.m. Gold Program Sponsor Presentation: What’s Noovie At The Movies? Stacie Tursi, SVP, Local & Digital Sales, National Cinemedia (NCM) This Gold Sponsor presentation will discuss the following: 1. What’s releasing in movie theaters for December 2018 and 2019 2. Noovie Everywhere a. Enhancements to the Noovie Pre-Show 3. Digital Updates 4. NCM & State Lotteries a. How NCM reaches lottery players b. History of our partnerships with State Lotteries c. Case Studies/Testimonials

3:45–4 pm Gold Program Sponsor Presentation: Unlocking Sustainable Growth in Lottery 3.0: Player Engagement in a Digital World Adam Barry, Director Sales Operations, Camelot Global With a rich history spanning more than 50 years, the U.S. lottery industry is reaching new levels of maturity. Over this time overall lottery sales and profits have grown, driven predominantly by retail penetration and product optimization. Standing in 2018 and looking to the future, we live in a transformative digital time. Future growth will not come from the same place as it has in the past, with player and consumer expectations for all goods and services increasingly driven by personalized experiences. Camelot will look at how U.S. lotteries can drive relevancy with players, grow their player base, and unlock sustainable and responsible future growth.

4-4:15 p.m. Gold Program Sponsor Presentation Andrew Crowe, VP, Emerging Markets, Worldpay

4:15-4:30 p.m. Alice Cooper: The ’s Licensing a Legend Chris Rogers, Deputy Director, Products & Marketing, Arizona Lottery The Arizona Lottery will use our extraordinarily popular “Alice Cooper” ticket as a case study to show attendees how out-of-the-box thinking can not only spur sales but can also do the greater good. This unique and visually appealing Scratchers® ticket has allowed the Arizona Lottery to leverage the cachet of an international rock star and local hero to help him help troubled teens while, at the same time, license his image and name to create a culturally significant ticket with broader than expected appeal. Along with our artist-in- residence created “Lucha Libre Loot” tickets, attendees will learn more about how to create these locally relevant licensed third-party properties to generate significant earned media and attract new players.

4:30-6 p.m. —Private Lottery Marketers Meeting

6:30-10:30 p.m. CELEBRATE TEXAS WITH IGT

Location: Bullock Texas State History Museum, 1800 Congress Avenue, Austin, Texas

All attendees are invited. You will need to wear your conference badge as identification. Casual attire or jeans and boots encouraged. Enjoy dinner and live music with The Motts Band!

Wednesday, December 5, 2018

9–9:15 a.m. Lottery Marketing Director Panel - James Hutchinson, SVP, Marketing & Product Development, Corp. - Jay Finks, Deputy Director, - Stephanie Fidler, Deputy Executive Director, Marketing & Products, Pennsylvania Lottery - Robert Tirloni, Products Manager, Texas Lottery

9:30–9:45 a.m. Georgia Lottery’s FY19 Instant Initiatives James Hutchinson, SVP, Marketing & Product Development, Georgia Lottery Corp. Meghan Dondero, VP, Product Development, Georgia Lottery Corp.

9:45–10 a.m. Oklahoma Lottery Re-Launch: Instant Case Study Brandie Reisman, Director of Marketing & Administration, Oklahoma Lottery After years of declining instant sales, the Oklahoma Lottery re-launched their entire instant ticket portfolio in July 2017 resulting in an 82% sales increase. This presentation focuses on the efforts of the Lottery staff to re-launch the product line including the state of instant sales leading up to the re-launch, research findings supporting major changes to prize structures, establishing a $10 price point and the eight-day execution plan. Not only did the Oklahoma Lottery meet their aggressive sales goal in the first year, they far surpassed and achieved sales increases at every price point.

10–10:15 a.m. —Oklahoma Lottery Panel - Jay Finks, Deputy Director, Oklahoma Lottery - Brandie Reisman, Director of Marketing & Administration, Oklahoma Lottery

10:15-10:45 a.m.—Coffee Break

10:45-11 a.m. The : Conservation Organization Tom Seaver, Director, Colorado Lottery One of the most common pieces of common knowledge in the lottery business is that people aren’t motivated to play based on the knowledge that the money raised is going to a good cause. This presentation doesn’t attempt to refute that belief. However, as Coloradans see our natural land and open space gobbled up by development, and pressured by extraordinary in-migration, the importance of being part of the solution elevates the dialogue. The Colorado Lottery is using technology, and closer cooperation with our beneficiaries, to position our brand closer to the identity of the state, and the people who live here. I’ll share some of our initiatives, and what we hope to accomplish. And, as our research continues to suggest, any reminder of the Lottery brand, or our games, tends to generate sales. So building a positive association with our brand may not just make people feel better—it might put an asterisk by what lotteries already “know” about proceeds marketing.

11-11:15 am. Now & Future: Taking the Long View Terry Presta, Executive Director, Kansas Lottery This presentation will detail the GGR nature of our current contract with SGI that started on July 29, 2018. The difference from current contract is that the lottery pays on gross profit instead of gross sales. This necessitates both parties being cognizant of and protecting margin. This then is combined with the success of our PlayON loyalty program that we started almost two years ago. This was done to prepare to go digital. Our players club has grown from 9,000 to almost 150,000 over the last 23 months. We now have 150,000 customers ready to plug into mobile or sports betting should we be authorized to do either. Finally, the NASPL API will allow us to “plug into” new retailers and new retail formats to be truly ubiquitous in the market place. The presentation will briefly explain our new social environmental program to sign up bars and restaurant to sell keno and especially our new Racetrax game.

11:15-11:30 a.m. : Retail Initiatives Tom Delacenserie, President & CEO, Kentucky Lottery Corp. In October, Kentucky joined Georgia and Ohio to offer a Lottery product in-lane solution. As part of the Blackhawk-Linq3 pilot—and unlike the Georgia/Ohio launches—Kroger for now will have an exclusive offering in Kentucky giving it a distinct launch advantage. A second difference between Kentucky and the other pilots involves the intensive co-promoting being done by both Kroger and Kentucky Lottery. In addition to in-lane signage, Kroger will offer price off grocery specials for Lottery gift card purchases, up to 4x fuel points and phone texted alerts and coupons. The Kentucky Lottery is focusing on a statewide media blitz along with in-store promotions and additional point of sale to help improve consumer awareness. Results will be provided.

11:30-11:45 a.m. —Lottery Director Panel -Tom Seaver, Director, Colorado Lottery -Terry Presta, Executive Director, Kansas Lottery -Tom Delacenserie, President & CEO, Kentucky Lottery Corp. -Drew Svitko, Executive Director, Pennsylvania Lottery -Gerald Aubin, Director,

11:45-11:50 a.m. Silver Program Sponsor Presentation: Tim Yahya, Head of Retail Relations-N.A., Abacus Solutions International Group

11:50-11:55 a.m. Silver Program Sponsor Presentation: Play at The Checkout – Linq3’s Family of In-Lane Solutions Mark ™ Smith, CMO, Linq3 In Q1 next year, Linq3 will launch a new inlane solution—The Quick Ticket . Linq3’s Play at the Checkout family of products ™ ™ includes Lottery Card and Quick Ticket providing lotteries with the ability to sell lottery in-lane in 91% of supermarkets as well ™ ™ as some of the largest big box retailers in the U.S.

11:55-12 noon Silver Program Sponsor Presentation Robert (Bob) Hamman, CEO & President, SCA Promotions

12–1:45 p.m.—Luncheon

1:45–2 p.m. Embracing Diversity as a Driver of Success Manny Flores, Founder & CEO, LatinWorks Marketing LLC Discover how bringing together individuals of varied experiences, cultural backgrounds, genders, generations and educational qualifications are vital to your success. Learn how promoting a culture of diversity and inclusion not only instills a sense of purpose throughout your organization, it allows you to understand consumer trends that drive meaningful growth and business results.

2–2:15 p.m. The Role of Compassion in Advertising Yumi Prentice, President, David&Goliath The thing that advertising must never lose sight of, in today’s digital disruption, programmatic, GDPR, AI driven frenzy – is what its purpose is and who we ultimately serve. I will touch on the renaissance of human-centered design, and why experience is everything.

2:15–2:30 p.m. Colorado Lottery: Joe Conrad, Founder & CEO, Cactus Lucky for Life launched in Colorado in July 2016, and the Colorado Lottery has produced four mass media campaigns to push the game over the last two fiscal years. Each time, sales jumped significantly, but quickly dipped back down and plateaued when there was no messaging in market. To combat that trend, the Colorado Lottery took a new approach to the advertising in September 2018. Cactus will share the thinking and results behind this campaign.

2:30-2:45 p.m. AI & New Rules of Digital Engagement Dennis Franczak, CEO, FuseIdeas The nature of technology is changing consumer behavior. This session will discuss things like Artificial Intelligence and disruptive technologies that are changing how consumers engage with brands and what Lotteries can do to be prepared. We will show real-life examples of how these technologies can work either as branding and marketing tools, or customer service opportunities.

2:45-3 p.m.—Ad Agency Executive Panel -Joe Conrad, Founder & CEO, Cactus -Yumi Prentice, President, David&Goliath -Dennis Franczak, CEO, FuseIdeas -Manny Flores, Founder & CEO, LatinWorks Marketing LLC

3–3:45 p.m.—Coffee Break

3:45-4 p.m. When Corporate Innovation Works: Delivering Under Time & Under Budget Julie LeBlanc Steeves, Manager, Enterprise Innovation, Atlantic Lottery When Atlantic Lottery developed and launched an in-house innovation program called Catalyst, its purpose was to inspire employees to think differently: to become customer obsessed and to identify and solve as many pain points as possible. LeBlanc Steeves shares a story about how one Catalyst Grad did that in spades. By taking the time to truly understand his customers’ needs, iterating the product alongside the customer and using AGILE to deploy it, he took a user experience from Frustrating to Fantastic. Oh yeah, and completing it under time and under budget.

4-4:15 p.m. WCLC Scratch & Win Rebrand Adam Cortiula, Marketing Director, WCLC This presentation’s focus is on WCLC’s Scratch & Win rebrand—how and why the lottery moved from Scratch & Win to a new positioning with Zing. Cortiula will present the approach that WCLC took with its creative agency, which considered current brand positioning, personality and key consumer benefits—and how WCLC arrived at the new Zing brand name and tagline: “Play. Thrill. Win.” Lucky Gems is the lottery’s first “hybrid ticket” and is presented as an example supporting the new brand. A quick walk through of the ticket will be proffered. Finally, with a nod to OLG, there will be a quick overview of WCLC’s first Big Ticket, 24 Days to Celebrate and the February launch of The Big $pin.

4:15–4:30 p.m.—Canadian Lottery Panel -Julie LeBlanc Steeves, Manager, Enterprise Innovation, Atlantic Lottery -Adam Cortiula, Marketing Director, WCLC

4:30–4:45 p.m. Programmatic Advertising: What Is It? How to Use It? What’s Next? Pat Strader, Founder & CEO, Digital Relativity Programmatic advertising distilled to nuts and bolts of how it works, where you can advertise and how you can use pinpoint targeting to reach lottery players.

Thursday, December 6

9–11:30 a.m.—BAKEOFF INTERACTIVE WORKSHOP

5-Minute Digital Marketing Case Studies followed by audience Q&A

“Dynamic Pricing” BakeOff Case Study

Julie LeBlanc Steeves, Manager, Enterprise Innovation, Atlantic Lottery Corp.

Dynamic Pricing. From craft brew pubs to Ubers, the price of goods and services fluctuates based on their value in the moment. Prices rise and drop in reaction to customer demand… or is it a ruse to influence consumer behavior? And how might it apply to Lottery?

“Digital Marketing” BakeOff Case Study

Pat Strader, Founder & CEO, Digital Relativity

Using digital marketing? How are you managing your ad inventory and tracking it? A look at using campaign URLs, analytics and ad servers to make the most of your digital marketing budget.

“Mystery Game” BakeOff Case Study

Dale Bowersock, Scratch Ticket Coordinator, Texas Lottery

Capitalizing on the success of the popular Amazon Mystery Boxes, a scratch ticket game would be created using a pop-open game design. The ticket design would be created with a generic design element on the front panel, when opened it would reveal a random game. The game would have multiple prize structures and the structure used would be dependent upon the design revealed. Programming and the vast number of scenes required to create the mystery would be the primary challenges.

“BBQ Bucks” BakeOff Case Study

Julie Terrell, Draw Game Coordinator, Texas Lottery

The Austin conference focuses on the player experience. The presentation will focus on adding a player experience to draw game promotions using the mobile app. The promotion presented will be “BBQ Bucks.” This promotion will help drive sales for the new Cash Five game and also encourage Cash Five players to use the app to generate their Cash Five game play. Currently this draw game player uses the Texas Lottery mobile app the least. Players will experience the new game play of Cash Five and be rewarded with fun prizes as a bonus.