1 / LA FLEUR’S MAGAZINE / NOVEMBER/DECEMBER 2011 LA FLEUR’S MAGAZINE / NOVEMBER/DECEMBER 2011 / 2 contents NOVEMBER/DECEMBER 2011 4 LOTTERY BIZ 28 CORPORATE PROFILE: BALLY TECHNOLOGIES The Oregon Lot- La Fleur’s Magazine in- tery is market- terviews Dick Haddrill, ing a truly epic CEO of Bally Technolo- Holiday Sweater gies, on changing market Scratch-it. The conditions for the global Maryland Lottery VLT market. is forecasting a blizzard of sales 29 WILL PROFILE: ALICE GARLAND for two holiday North Carolina Education Lottery online promos. The Nebraska Lottery executive director Alice Garland is whips up fun with Frost-O-Matic web profiled for La Fleur’s WILL series. Publishers app. The California Lottery launches its Teresa Markle La Fleur first $10 scratch ticket. Florida Lottery 30 INDUSTRY NEWS <[email protected]> markets Peppermint Payout ticket. Ar- West Virginia Lottery pulses Alche- Bruce La Fleur kansas and Kentucky lotteries launch my3-licensed Chia Pet instant tickets. <[email protected]> MDI’s-licensed A Christmas Story™. Diamond Game develops ITVMs Minnesota Lottery launches $20 pouch for bar and tavern market. The New game. D.C. Lottery markets its first Mexico and Virginia lotteries market Director, IT hockey ticket. New lottery director GTECH Printing-licensed Plants vs. Byron La Fleur appointments in Delaware and Illinois. Zombies ticket. Edemol extends DOND licensing contract for land-based gam- Cover Designer 12 FY11 NORTH AMERICAN VLT REPORT ing sector with SPIELO International. Claire La Fleur This comprehensive report looks at Scientific Games reports Holiday Gold VLT developments in the U.S. and and Dazzling 7’s Doubler are big holi- Proofreader Canada, new jurisdictions on horizon, day hits. MDI acquires “Marvel’s The mid-Atlantic competition, poor market Avengers” license. INTRALOT signs Karen Unruh conditions and emerging technology. VLT monitor system contract with Ohio Lottery. Editorial Office 19 EURO CHRISTMAS TICKETS 51 Monroe Street, Suite 1502 Scandinavian 34 GLOBELINK Rockville, MD 20850 U.S.A. lotteries re- WCLC runs Tech the Halls promo. port record ALC uses digital strategy for Holiday Phone: (301) 610-6070 sales for their Mega Pack. BCLC kicks off new $20 Fax: (301) 610-6072 Advent Cal- holiday ticket. Loto-Québec launches Web Site Address: endar instant Celebration 2012. OLG changes Gift www.lafleurs.com tickets. Dan- Pack prizing. NZ Lotteries reports a hit ske Spil advertises that it is “the only for The X-Factor scratch ticket. © 2011 Christmas tradition which can make TLF Publications, Inc. 36 VENDOR WORKS you rich.” GLI releases its GLI-23 Video Lottery ISSN# 1536-8750 Terminal Standard. Kambi creates an La Fleur’s Magazine is published six times a year 23 VENDOR GUIDE TO ONLINE TERMINALS Advisory Committee. License2win signs contract with Loterie Nationale in January/February, March/ The annual roundup of vendors’ online for Adventures of Tintin license. Neo- April, May/June, July/ terminals highlights key advances in Games launches 3D scratch card. Bet- new terminal offerings. August, September/October ware’s system is certified in Spain. MDI and November/December now offers Palitos Locos™ license. by TLF Publications, Inc. Pollard debuts Social Instants™. GLI forms global lottery consulting group. MDI announces Missouri contract. 3 / LA FLEUR’S MAGAZINE / NOVEMBER/DECEMBER 2011 EPIC HOLIDAY SWEATERS on its ear this holiday season,” said Hardy. “POP includes characters from The Oregon Lottery is challenging the tickets donning Epic Sweaters and players to give the truly epic present: gift box towers holding cards shaped the Holiday Sweater Scratch-it. like holiday sweaters.” lL O T E R Y B I Z “Each year we try to develop a To create buzz through its social game and promotion that represents media channels, the lottery is also the essence of brand Scratch-its—a offering players a chance to get pho- little bit of fun,” said Carole Hardy, tographed in their Epic Sweaters at assistant director, marketing, Oregon holiday events, such as the Portland Lottery. “Holiday sweaters are a tradi- Holiday Ale Festival and The Wood- tion that everyone loves to make fun of, burn Company Stores Outlet Mall. but that they also embrace.” “We have found that if we pro- The “brain-blizzard” for this epic vide photo opportunities for people idea resulted from the Oregon Lot- at events, people will take photos of tery’s in-house Scratch-it product team themselves and post them immediately playing “snowball” with BPN (the lot- to Facebook. We are helping them do tery’s ad agency). Overall, we reached the highest sales week for Scratch-its in the history of that by using a service that instantly Hardy said the group’s mission was prints a hard copy of a photo and im- to create a holiday ticket and campaign the lottery—hitting a $4 million+ sales week. Our average weekly sales are mediately posts it to their site so that effort to attempt to match last year’s others can share,” said Hardy. holiday ticket. around $2.1 million,” said Hardy. The Holiday Sweater Scratch-it The lottery has contracted with a “For What’s in Santa’s Beard, our $2 Portland-based company, Paparazzi holiday game sold last year, we began features a four-scene game, TV, radio, interactive, POP and social media ele- Tonight, to take the photos at events. distribution in late October (weeks ear- Holiday sweater wearers will also lier than all previous years), increased ments. “The campaign showcases how receive a free Truly Epic Holiday the number of our $2 price point Sweater Scratch-it and be invited to holiday game by 50% and sold through The Truly Epic Holiday Sweaters have turned the Oregon fashion industry sign up for an Epic Holiday Prize (an the product by the end of December. iPad 2). LA FLEUR’S MAGAZINE / NOVEMBER/DECEMBER 2011 / 4 “All they have to do is to sign up “This nth promotion is offered a few for the Oregon Lottery player data- times a year and does especially well base through laptops provided at the during the holidays,” said Hofferbert. events,” said Hardy. “If they invite “It continues to produce sales increases friends to sign up as well, they will of 15% to 20%.” l L O T E R Y B I Z get multiple entries into the drawing. “ The lottery is also running a Face- The Truly Epic Holiday Sweater is book contest to promote its $2 Santa only one of four fun holiday Scratch- Paws ticket. “The Keith Kimber- its. “All of the Other Reindeer was lin-licensed property from Pollard also created as a joint venture between Banknote uses six scenes to feature our ad agency and our product team,” six different cute animals (three cats said Hardy. “Santa Paws Scratch-it and and three dogs),” said Nicole Ramey, Holiday Treasures complete the lineup. creative products manager, Maryland We are on track to sell through all of Lottery. the games which will help us meet or The lottery developed a small scale exceed the highest sales week ever for Facebook contest to support this ticket. Scratch-its from last year.” Players can upload photos of their pets for the Cutest Pet Contest. “The Pick 3 Let It Snow Promotion “We thought it would be a nice LET IT SNOW SALES is a ‘Thank You’ to our most loyal play- way to connect fans with the ticket The Maryland Lottery is forecasting a ers,” said Michael Hofferbert, strategic using their love for their pets,” said blizzard of sales from its two holiday products manager, Maryland Lottery. Jason Snapkoski, new media manager, terminal game promotions. In addition, keno players are re- Maryland Lottery. “Also, we felt it was From Nov. 28-Jan. 1, players re- warded with the Keno Sprinkler a good way to test a contest like this ceive instant win cash vouchers in promotion, which runs Nov. 21-Jan to see how powerful the tool can be to the amounts of $5, $10, $25 and $50 1. Players can double to triple their help promote sales without any other when they wager $1 or more on Pick winnings while playing keno. Both additional advertising. The verdict is 3. Vouchers are generated on an nth promotions are funded through the still out.” (As of November 9, the lot- basis. Players can redeem immediately. unclaimed prize fund. tery had 600 entries into the contest.) 5 / LA FLEUR’S MAGAZINE / NOVEMBER/DECEMBER 2011 The pet contest is the third promo- of research well over a year before tion which the lottery has run through launching this game to determine WildfireApp.com. which concept was the strongest and also which callouts were most signifi- FROST-O-MATIC cant to our players,” he added. lL O T E R Y B I Z The lottery has a second advertising The Nebraska Lottery cooked up a wave with a holiday message to launch sweet promotion for its $3 holiday on December 12. There is holiday ticket, Sugar Cookies. creative for general market, Spanish The lottery is promoting the $3 language and Asian language markets. game with a fun web application called The tag for the campaign is “It’s a The Frost-O-Matic, where players can whole lot of cash.” Spanish POS prom- design their own sugar cookie. ises “es mucha lana.” Translated this Players can scan the QR code on the means lots of wool, which is slang for ticket or go to lottery’s website to use lots of cash. To illustrate the idea, the the application. lottery’s Spanish language ad features “After selecting a background, sheep dressed in Santa hats. frosting, and greeting, players can post The general market holiday ads also their cookie on Twitter and Facebook, stress the rich payout for the $10 ticket: or send it via email to a friend,” said “Jingle bells.