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Building the Brand 2 INSIGHTS September/October 2015 DEBUNKING NASPL ASSOCIATE MANAGING GAMES, LOTTERY MYTHS MEMBER PROFILES TEXAS STLYLE The Official Publication of the North American Association of State & Provincial Lotteries INSIGHTSSeptember/October 2015 NASPL 2015 Building the Brand 2 INSIGHTS September/October 2015 From the NASPL Staff President David B. Gale Executive Director Thomas C. Tulloch Director of Administration Andrew White VP of Operations Tamika Ligon Director of Program Planning John Koenig Graphic Designer This saying has always been one of my favorites: Happiness happens on the way to success. Janine Hutzell Accounting Patricia McQueen Editor And if the past year is any indication, we’re pretty happy in the North American lottery industry. Yes, we saw Jake Coy Vendor Relations some stressors in the past 12 months, but we stacked up Mike Duff NSI Coordinator some enviable results at the same time. Combined, U.S. and Canadian lotteries sold more than US$78 billion in products while raising some US$23 billion in proceeds for the worthy causes benefitted by our organizations. NASPL Executive Committee Interestingly, our success was achieved against a backdrop Terry Rich President of some fairly significant stressors. Paula Harper Bethea First Vice-President We kept up conversations in Washington, D.C., where lawmakers discussed proposals May Scheve Reardon Second Vice-President that would establish federal regulation of Internet gaming in the United States, thwarting Rose Hudson Treasurer states’ rights to provide (or not provide) the gambling products that their citizens desire. Our efforts were noticed, and have made a difference. Charlie McIntyre Secretary Gary Grief Immediate Past President Along the way, we’ve also worked on ideas for new games, renewed retailer collaboration and better lotto-game branding; held collaborative meetings, workshops and seminars; David Loeb Pres. Interprovincial Lottery and started a new industry governance discussion that will set our course for even more Carole Hedinger Region I Director fun in the future. Alice Garland Region II Director We’ve been unafraid of taking on some of the biggest misconceptions/myths/urban Randy Miller Region III Director legends about lotteries. In this edition of Insights, you’ll find the real-world facts that address some of the most common mistaken assumptions about our industry. David Barden Region IV Director As my term as NASPL president draws to a close, I pause and reflect on the many great things we have accomplished. My thanks go out to the hard-working NASPL staff, the NASPL executive committee and board, the Iowa Lottery staff, the great staffers at lotteries throughout North America, the dedicated lottery vendors who support our industry’s efforts, and all who smiled as we recognized that happiness really is happening on our way INSIGHTS to even more success. Circulation: Gary Grief and his Texas staff have worked hard to build an exciting annual conference Insights ISSN 1528-123X, for us at NASPL 2015 in Dallas. Let’s brand this event as the place for continued success, September/October Issue 2015, respect and giving thanks for all who have helped build our industry to today’s enviable Volume No. Fifteen, Issue Five. levels. Thanks again for a fun year! Published bi-monthly by NASPL (North American Association of State and Provincial Lotteries) 1 South Broadway, Geneva, OH 44041 © 2015 All rights reserved. Terry Rich NASPL President NASPL Email: Chief Executive Officer, [email protected] Iowa Lottery Authority Web Sites: www.naspl.org / www.nasplmatrix.org Phone: 440.466.5630 Fax: 440.466.5649 INSIGHTS September/October 2015 3 Visit us at NASPL 2015 Dallas to discover more The Dawn of a New Era Coming October 2015 © 2015 GTECH Corporation. The trademarks and logos contained in this document are marks owned by or exclusively licensed to GTECH Corporation and/or its affiliates. IGT is committed to socially responsible gaming. Our business solutions empower customers to choose parameters and practices that become the foundation of their Responsible Gaming programs. 4 INSIGHTS September/October 2015 September/October 2015 Making a Difference: Robert Tirloni Page 18 IN THIS ISSUE! 6 22 40 New National Campaign Puts What Veronique Taught Me Managing Games, Focus On ‘The Five White Balls And about Advertising Texas Style The Powerball’ Stephen Wade, Research and The host lottery for NASPL 2015, the Ads will feature drawing balls with Development Manager, Washington’s Texas Lottery has been busy with a words instead of numbers. Lottery and Principal, Lottery lot of moving parts in its games and Management Consulting, LLC operations. 10 By Patricia McQueen The Rhode Island Lottery 26 Achieves NSI Quality Assurance Cashing in on Cashless Solutions 46 Verification Consumers are increasingly expecting NASPL 2015 Awards Nominees cashless transactions in all aspects of and Judges 12 their lives, and the lottery industry needs to offer solutions to capture the Stuff those Holiday Stockings 64 Responsibly opportunities. 2015 NASPL Associate NASPL endorses the holiday responsible By Patricia McQueen gaming campaign. Member Profiles By Patricia McQueen 30 Debunking Lottery Myths 18 Lottery PR professionals address a Making a Difference: dozen lottery myths. Robert Tirloni Products and Drawings Manager, Texas Lottery Commission INSIGHTSINSIGHTS September/October July/August 20152015 55 Pam links your players’ way to the ultimate game experience. © 2015 Scientific Games Corporation Engaging today’s players can mean entertaining on a big stage with high stakes and huge payouts. At Scientific Games, Pam Lee creates multi-jurisdictional games, the kind that offer experiential prizes like once-in-a-lifetime vacations. Whether launching TV game shows or licensing some of the world’s most popular brands for your games, Pam’s philosophy is to “roll the dice weekly for big winners!” Let us show you how we can bring the next big game to life for your lottery. THE WORLD’S BEST LOTTERY EXPERIENCES Visit scientificgames.com/lottery SG_LotteryAd_NASPL_LI_Pam.indd 1 8/25/15 11:39 AM 6 INSIGHTS September/October 2015 A Look Around the Industry New National Campaign puts Focus on ‘The Five White Balls and the Powerball’ Ads will Feature Drawing Balls with Words Instead of Numbers national advertising campaign for Powerball® debuts this fall that will give a new look to a Ahighly recognizable but utilitarian part of the game: the six balls used in its twice-weekly drawings. Rather than displaying numbers as they normally do, the five white balls and one red ball will feature words spelling out fun messages in the new ads. The idea behind the campaign is to allow messaging that can vary from state to state but still produce familiar visuals across the country. “Our goal was to have a more consistent look across the nation for Powerball,” said Paula Harper Bethea, Executive Director of the South Carolina Education Lottery and lead project member of the Marketing and Promotions Committee at the Multi- State Lottery Association. “But the real beauty of this work is that it’s fully customizable for all lotteries to their individual messages. Graphically, we can look the same, but the message can adapt to an individual state’s preferences.” After a request for proposals was issued in fall 2014, the MUSL Marketing and Promotions Committee chose the St. John & Partners agency of Jacksonville, Fla., to develop a full complement of television, radio, out-of-home, digital and key messaging. The campaign begins with the updated INSIGHTS September/October 2015 7 8 INSIGHTS September/October 2015 A Look Around the Industry version of the Powerball game that debuts in October and is • Someone’s Gonna Win Why Not You? designed to have staying power for the next 48 months. • No Better Time To Start Playing Gary Grief, Executive Director of the Texas Lottery • $40 Million Reasons To Start Playing and National Chair of the Powerball Game Group, said he • There’s A First Time For Everything appreciates the campaign’s contemporary approach. “The polished, modern and fun look of the advertising The objectives of the campaign include establishing more campaign capitalizes on the strength of the Powerball brand urgency for all jackpot levels while invigorating the brand; and positions us as we launch the newest version of the creating a stronger emotional relationship to the brand; game,” he said. inspiring new players; increasing the frequency of play; and Some of the six-word messages that may be emblazoned encouraging earlier, entry-level play. on the drawing balls in the campaign include: Welcome to the NASPL Matrix NRI www.nasplmatrix.org Visit the NASPL Matirx at: www.nasplmatrix.org INSIGHTS September/October 2015 9 “Omaha Steaks”, “Omaha Steaks Private Reserve” and “Private Reserve” are trademarks owned by Omaha Steaks Omaha Steaks by owned trademarks are Reserve” “Private and Reserve” Private Steaks “Omaha Steaks”, “Omaha All Reserved. Rights Inc. 2015, OS SalesCo, used ©Copyright permission. under and Inc., International, www.alchemy3.com • 770 442-6993 GGW_TailgatingAd.indd 1 8/12/15 10:36 AM 10 INSIGHTS September/October 2015 A Look Around the Industry The Rhode Island Lottery Achieves NSI Quality Assurance Verification ecently the Rhode Island Lottery finalized its verification important piece is educating the staff, scheduling the effort under the Quality Assurance Best Practice within incorporation of processes, engaging the right resources for Rthe NASPL Standards Initiative (NSI). implementation and monitoring the progress through to The QA Best Practices are intended to provide both completion. lotteries and vendors with a simple, documented and approved method for building quality into the product development processes (definition, development and acceptance) as applied to the delivery of vendor products into the lottery environment. About NSI: “The Rhode Island Lottery staff members have shown The NASPL Standards Initiative (NSI) is a collaborative effort dedication in achieving this milestone,” said NASPL Executive between Lotteries, Vendors and Retailers to provide an Director David Gale.
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