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LEADERSHIP IN THE LAND NASPL LAUNCHES NEW SITE The Official Publication of the North American Association of State & Provincial Lotteries INSIGHTSMay/June 2016 Focus on: Draw Games From the President NASPL Staff David B. Gale Executive Director Thomas Tulloch Director of Administration Andrew White VP of Operations Tamika Ligon Director of Program Planning f you haven’t been NASPL’s website recently, you should check it out! The site has been refreshed John Koenig Graphic Designer Iand has a new colorful, tiled look that is now mobile Janine Hutzell Accounting friendly. Since nearly two-thirds of U.S. residents have Patricia McQueen Editor smartphones, this upgrade was critical. The redesign also included adding a rotating features box, a new Jake Coy Vendor Relations section on responsible gambling and player protection, Mike Duff NSI Coordinator and a media center. The link to the Matrix from the website is new, too, and offers lottery members quick Paul Corey I.T. / Software Development access to important research information. Also, check out the article in this issue about Connecticut becoming the first U.S. lottery to license the British Columbia Lottery Corp.’s GameSense program, NASPL Executive Committee which offers positive materials to promote responsible May Scheve Reardon President play. One theme of the branding program is to be sure players see gambling as entertainment, and not a source of income. We all want players to have fun without Rose Hudson First Vice-President getting in over their heads. Charlie McIntyre Second Vice-President We’ve also compiled a section on draw games: a look at some of the game innovations out there, how lotteries advertise their jackpots and the promotions Alice Garland Treasurer they’ve launched. It’s interesting to see that in some ways lotteries promote these David Barden Secretary games in a similar fashion, but we all are using different strategies. In addition, there’s a look at how Canadian lotteries have refreshed their big national lotto games. Terry Rich Immediate Past President Speaking of strategies, NASPL’s expanded executive committee, which includes David Loeb Pres. Interprovincial Lotteries past presidents still in director roles, met recently to decide the top three long-term key strategic priorities. As we identified through a previous survey of members and Carole Hedinger Region I Director vendors, we needed a strategic plan with clear actionable items. We agreed the top Paula Harper Bethea Region II Director three anchors are training and professional development, the annual conference and big industry issues. First, members think training and professional development Randy Miller Region III Director events are relevant and have a clear purpose for attendees. Second, while they get Gary Grief Region IV Director a lot out of the annual conference, members would like to see more unique topics; presentations they can’t find at any other industry event. Third, we need to address big industry issues, like uniformity, along with NASPL developing positions on key issues. Members want NASPL to be the voice of the industry. So the next step is for members to develop an action plan for these anchors during May and June. Webinars will be held for directors and lottery staff in May to gather input. Then during the Spring Directors’ INSIGHTS Meeting in June, we will hold breakout sessions to develop detailed items to be included in the final action plan. So we have much work ahead of us. And like Henry Ford once said, “Coming Circulation: Insights ISSN 1528-123X, together is a beginning; keeping together is progress; working together is success!” May/June 2016, Volume No. Sixteen, Issue Three. Published bi-monthly by NASPL (North American Association of State and Provincial Lotteries) 7470 Auburn Road, LL1 May Scheve Reardon Concord, OH 44077 NASPL President © 2016 All rights reserved. Executive Director, Missouri Lottery NASPL Email: [email protected] Web Sites: www.naspl.org / www.nasplmatrix.org P. 440.361.7962 2 INSIGHTS May/June 2016 F. 440.867.2327 INSIGHTS May/June 2016 3 May/June 2016 Leadership in the LAND In this Issue: Focus On: Draw Games 6 34 52 Around the Industry Lucky Numbers Watching While You Win News around the industry featuring the Kentucky Lottery, Draw-based games may lack the pizzazz of Games offering both an instant win and Wheel of Fortune and Ghostbusters. their instant counterparts, but as we all saw nightly draw feature are popular in some in January, there’s nothing like an enormous jurisdictions, particularly in Canada. 12 jackpot to capture the attention of the entire By Patricia McQueen Q&A with Rose Hudson, President and Chief world. Executive Officer, Louisiana Lottery Corporation By Patricia McQueen 56 By Gabrielle Braud, Greater Baton Rouge Business Report Beyond the Draw 42 How lotteries are taking a different 18 Testing Draw Game Concepts in look at draw products. Making a Difference: North Carolina Carole Everett, Director of Communications, Maryland Lottery Q&A with Randy Spielman, Director of Product 60 and Gaming Control Agency Development, North Carolina Education Advertising Jackpot Games - Lottery Strategies That Sell 22 Roundup of jackpot advertising strategies Leadership in the Land 44 around North America. Lottery Leadership Institute is one of NASPL’s fastest-growing Harnessing the Power of Powerball events, and the Class of 2016 experienced another dynamic Paul Lauzon, Senior Vice President and 72 program. Managing Director with Ipsos Reid, and Jason Does Jackpot Advertising Work? Allsopp, Vice President with Ipsos’ Lottery & 26 Gaming practice. 76 A Field Guide to the Lottery Games Promotional Play of North America 48 Roundup of draw game promotions Stephen Wade, Research and Development Manager, Washington’s Orchestrating Lotto Success – around North America. Lottery and Principal, Lottery Management Consulting, LLC With a Little Luck – in Canada Canada’s two national lotto games soared in 28 FY16, with a number of factors contributing to GameSense Comes to Connecticut a miracle year. The Connecticut Lottery is the first U.S. lottery to license By Patricia McQueen GameSense, a unique responsible gambling program developed by the British Columbia Lottery Corp. 30 NASPL Launches New Website 4 INSIGHTS May/June 2016 INSIGHTS July/August 2015 5 INSIGHTS May/June 2016 5 Around the Industry Wheel of Fortune delivering new fans – and sales – to lotteries mmy award winning Wheel of Fortune is the number one syndicated game show in the United States with an Eunprecedented 33 year history of success. The Wheel of Fortune brand is also one of the most successful and well established brands in the multi-billion dollar gaming industry. 2016 marks the 20th anniversary of the Wheel of Fortune slot games. IGT has created over 200 WOF-themed games in multiple formats that have prominent placement in casinos across North America. IGT’s acquisition of the Wheel of Fortune lottery license has provided a strategic opportunity to further strengthen the Wheel of Fortune brand through convergence into the lottery industry with a focus on game innovation in multiple product channels including instant scratch games, draw games and interactive games. IGT research has confirmed the widespread appeal of the Wheel of Fortune brand with lottery players of all ages – including the highly sought after 18-34 year old age group. Research also shows that both quick-play and extended-play Wheel of Fortune games are appealing, with a Wheel of Fortune crossword game having significant appeal among extended-play players. Research conducted by Wheel of Fortune also confirms that Wheel of Fortune TV fans who watch 3+ times per week also have an affinity for crossword puzzles and play at least twice per week. That is 158 percent more likely than the average adult and far more often than other similar leisure activities, such as board games or playing cards. Fifteen US lotteries will launch a Wheel of Fortune instant scratch game in 2016 and participate in a linked 2nd chance promotion that will send 84 lucky winners to Los Angeles to participate in a lottery winner only, non-broadcast game of Wheel of Fortune. Current sales are showing the power of the brand with Florida Lottery experiencing historical, record breaking sales results with their $5 Wheel of Fortune scratch game smashing the previous record by more than 10 percent. And after six weeks of sales, the Idaho Lottery’s Wheel of Fortune instant scratch game is indexing at 124. Continuous innovation will be the key to sustaining the Wheel of Fortune brand in all formats – the TV game show, casino games and lottery games. Sony has done an outstanding job of keeping the game show relevant and popular with viewers and continues to invest in innovation. Likewise IGT will continue to invest in innovating the Wheel of Fortune games across all product channels to bring customers games that will deliver results. 6 INSIGHTS May/June 2016 The Dawn of a New Era Built on our legacy, our learning, and our leadership, Aurora is the high-reliability, high-performance solution for lotteries the world over. Player-centric • Retail focused • Omnichannel • Responsible • Transformational The tools you need to grow your business today… and tomorrow. That’s the brilliance of Aurora. © 2015 IGT Global Solutions Corporation. The trademarks used herein are owned by IGT or its affiliates, may not be used without permission, and where indicated with a ®, are registered in the U.S. 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. INSIGHTS May/June 2016 7 Around the Industry Some Kentucky Lottery games now available for purchase via the internet Ushering in a new era, in April the Kentucky Lottery launched sales of several products via the internet.
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