1. hobbies and interests
2. games
3. lottery

l
S e p t e m be r /oc tob e r 2 0 14 | La Fleur’s Magazi ne
contents
l a fleur’s
magazine
6 | Lottery Biz
MONOPOLY MILLIONAIRES’ CLUB™ goes on sale
on October 19. New Jersey and New York lotteries
jointly sell Cash4Life. Cactus debuts “Patient Man” ad.
Whimsy pays for New Hampshire Lottery. WyoLotto’s
first day sales total $198,612. NCEL launches All Or
Nothing. West Virginia Lottery studies Internet option.
Vol. 22 | No. 1
12 | FY14 Sales Increase 3% in U.S.
6
Top performers are interviewed on sales successes.
18 | FY14 & 2Q14 Data Report
La Fleur’s FY14 and 2nd quarter calendar 2014 versus
2013 statistical report ranks U.S. and Canadian
lotteries by total, draw and instant sales.
45 | Instant Terminal Games
8
Sales for quick and easy instant play style games sold
through the lottery terminal are growing fast.
48 | Designing eInstants: Pt 2
La Fleur’s Magazine surveyed lotteries and vendors on
Do’s & Don’ts of marketing eInstants.
52 | A Different Solution From Alchemy3
The Texas Lottery introduced the The Home Depotlicensed scratch ticket called Dream Home.
45
ONLINE INSTANT WIN GAMES
NOW HAVE BETTER ODDS.
£3
£2
£1
£2
Find out more
54 | FY14 Scratcher Success Stories
Higher price points, anniversary tickets, national
games and family of games drove sales growth.
55 | Scientific Games: Gavin Isaacs
On August 1 Scientific Games announced it would
acquire Bally Technologies for $5.1 billion.
57 | GTECH: IGT Acquisition
48
‡ Improved odds of winning on Instant Win Games April 2014 vs.
April 2013. Games Rules and Procedures apply.
Players must be 16 or over. MONOPOLY©2012 Hasbro,
Bejeweled ©2013 Electronic Arts Inc.
An indepth look at what the IGT merger will mean for
lotteries and specifically to GTECH customers.
next page for more contents
Publishers
Terri Markle
[email protected]
Bruce La Fleur
[email protected]
Associate Publisher
Byron La Fleur
Cover Designer
Claire La Fleur
Editorial Office
20 Courthouse Square
Unit 207
Rockville, MD 20850 U.S.A.
Phone: (301) 610-6070
Fax: (301) 610-6072
www.lafleurs.com
© 2014 TLF Publications, Inc.
ISSN# 1536-8750
La Fleur’s Magazine is published
six times a year in January/
February, March/April, May/
June, July/August, September/
October and November/December
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L a Fl e ur ’s M aga z i n e | S e pt e m ber / o c to b er 2 0 1 4
contents
59 | INTRALOT USA: Driving In Runs
INTRALOT USA is winning fans with a combination of small games and big hits.
60 | INTRALOT: Bet on Universality
INTRALOT’s vision is the concept of the Universal Gaming Experience.
54
61 | No ‘Off’ Button in Digital World
STRATACACHE acquires Carmanah Signs and focuses on lottery expansion.
62 | LotteryHUB: 1M Goal by December
LotteryHUB aggregates a large audience that’s addressable by national brands.
63 | GLI’s Capen: Man for All Reasons
GLI assists lotteries with regulatory issues and convergence concerns.
64 | Industry News
64
Spotlight on U.S. lotteries’ success with AMC® The Walking Dead scratch ticket,
Scientific Games’ announcement to acquire Bally Technologies, Pro-Lite’s countertop
sign with DOD feature, SSI’s GEN II dispenser, GTECH’s licensed From Frank®
scratch cards, Lottovate’s launch by parent company Tipp24, AdMart’s new play
stations, Ipsos’ specialized
projects,
3Oak Gaming’s next generation
The Walkinglottery
Dead © 2014research
AMC Film Holdings
LLC.
All Rights Reserved.
casual and social games, EquiLottery’s $2 lottery/racing game, Jumbo Interactive’s
German eRetailer program, Instant Win Gaming’s recommendations for converting
retail scratchers to online products and Smartplay’s Maltco Lottery project.
71 | Globelink
Hellenic Lotteries launch SCRATCH games in Greece on May 1. Sales are soaring
for Canadian lotteries’ premium-price national Scratchers. Portugal’s Santa Casa da
Misericórdia de Lisboa has awarded a new contract to expand its iLottery offering to
NeoGames.
73 | Vendor Works
71
INTRALOT awarded EGM contract in Victoria. GTECH’s award-winning SPHINX
3D™ game is the first of its kind to use a glasses-free 3D display. Bally will provide
central casino system to OLG. JCM Global finalizes acquisition of FutureLogic. WLA
has ratified Kambi Sports Solution as an associate member. AllOver Media acquires
Gas Station Radio. GTECH releases 2013 Sustainability Report. Paymaxs Ltd. signs
mobile lottery agreement with Lotto Hessen in Germany. Scientific Games announces
lottery contracts in Colorado, Minnesota, Slovakia and Taiwan. INTRALOT wins
five-year extension for its systems contract with DC Lottery. GTECH announces
1-Off® agreement.
Global Solutions, Custom Crafted
LOTTERY + SPIELO + INTERACTIVE + BETTING
All Together
GTECH is an advocate of socially responsible gaming. For more information visit gtech.com
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Lottery Biz
L a Fl e ur ’s M aga z i n e | S e pt e m be r / o c to b er 2 0 1 4
MMC’s October 19 Launch
“
It’s hard to believe
that it has been nearly
20 years since we the
industry launched a
new national game
(Big Game in 1996),”
said Paula Otto, MMC
Spokesperson and
Executive Director,
Virginia Lottery.
“We’ve worked very
hard since 2010
(when cross sell
started) to develop
the next game for our
national portfolio. It’s
exciting to now have
a $5 price point with
three ways to become
a millionaire and a
national game show.”
On October 19, a bloc of U.S. lotteries will kick
off sales for $5 MONOPOLY MILLIONAIRES’
CLUB™ (MMC)—the first-ever multi-state game
sold at this price level in the United States.
“It’s hard to believe that it has been nearly
20 years since we the industry launched a new
national game (Big Game in 1996),” said Paula
Otto, MMC Spokesperson and Executive Director
of the Virginia Lottery. “We’ve worked very hard
since 2010 (when cross sell started) to develop the
next game for our national portfolio. It’s exciting
to now have a $5 price point with three ways to
become a millionaire and a national game show.”
This $5 price point strengthens the game’s play
value while differentiating it within lottery draw
game portfolios.
Participating bloc lotteries will begin selling
MMC at different intervals. For example, the
Virginia Lottery will launch sales in spring 2015.
“The population of lottery jurisdictions selling
the game by the first week of November 2014 will
be approximately 175 million,” said Otto. “By the
first week of February 2015, that population will
be approximately 245 million. Please note that
several lotteries are still in the process of securing
the required regulatory approval to sell the game.”
For the game’s launch, a national advertising
spot is being created that can be used across the
country. The tagline is “Making more and more
millionaires.”
MMC will offer a website dedicated to the
game as well as an app. “The app will come a little
later, but the website/state mircosites will be mobile
friendly,” said Otto.
Scientific Games Corporation created MMC,
which combines a premium draw game with
a national TV game show. Contestants will be
selected from among the ticket holders who have
registered their tickets online or via smartphone
app.
“The MONOPOLY brand is one of the
most successful brands in gaming with players
winning with MONOPOLY-branded lottery,
slots and sweepstakes. With our MONOPOLY
MILLIONAIRES’ CLUB lottery game, the
Top Prize will break the bank and make more
millionaires than ever before,” said Steve Saferin,
President of Properties Group and Chief Creative
Officer for Scientific Games. “Our player research
consistently indicates that participants would
prefer to see the millions of dollars in lottery
prizing distributed to multiple winners, rather than
one or two players winning hundreds of millions of
dollars each.”
On each MMC ticket, there will be a unique
code that players can use to register their tickets
online for a chance to appear on the television
show. Thousands of players will win a five-day,
four-night trip for two to Las Vegas to join the
show’s studio audience of other players. Some
studio audience members will be selected at
random to compete on the television show.
Contestants on the show will play a series of games
with a MONOPOLY theme, each of which will
offer cash and other prizes valued up to $100,000.
A final round will offer one player on each episode
a shot at $1 million.
In early 2015, the “MONOPOLY
MILLIONAIRES’ CLUB” television series will
welcome players from participating states to its
studio audience in Las Vegas where they will
compete before a live audience to win $1 million.
Actor Billy Gardell (“Mike & Molly,” “You, Me
and Dupree”) had been selected to host the onehour, weekly syndicated game show.
“I love MONOPOLY! I’ve played this
game with friends and family since 1979,” said
Gardell. “Hosting a big game show is a bucket
list level type of job for me. I’ve always had a big
time game show as one of my goals, and to have
the opportunity to be a part of MONOPOLY
MILLIONAIRES’ CLUB is a real honor. It’s an
iconic game that resonates with everyone, and I
want to see someone win one million dollars!”
“Billy has incredible comedic talents and he
is also a huge fan of games and MONOPOLY in
particular. We know he is the right choice to help us
introduce this new game show to America and help
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O
T
Y
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MONOPOLY, BATTLESHIP, BOGGLE and YAHTZEE are trademarks of Hasbro. SCRABBLE, the
associated logo, the design of the associated SCRABBLE brand game board, and the distinctive
letter tile designs are trademarks of Hasbro in the US and Canada and are used with permission.
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8
Lottery Biz
us create more and more millionaires,”
said Saferin.
The TV show will be produced in
front of a live studio audience in Las
Vegas, Nevada. More than $2.5 million in
prize money will be up for grabs on each
episode. Contestants on the TV show will
be selected from the studio audience. The
studio audience will be made up of MMC
winners.
MMC is a dual matrix draw
game. Players will choose five numbers
from a pool of 52. After the first five
numbers have been selected, the lottery
terminal will automatically assign an
additional number from one to 28,
which corresponds to a property on the
MONOPOLY game board.
MMC’s draw will take place on
Friday evenings at 11:15 p.m. EST. The
prizes will begin with a $15 million Top
Prize and 10 $1 million Club prizes. If
the Top Prize is not won, it will continue
to increase in value for each subsequent
draw up to $25 million. Then, if no one
wins the Top Prize, all additional prize
money will create additional $1 million
Club Prizes until someone wins the Top
Prize.
Cash4Life
On June 13, the New Jersey and New
York lotteries launched Cash4Life. It is an
exclusive multistate draw game targeted
at players on both sides of the Hudson.
L a Fl e ur ’s M aga z i n e | S e pt e m be r / o c to b er 2 0 1 4
“We started working with GTECH
from a game design, odds, possible states
to partner with and concepts at least
two years before launch,” said Gardner
Gurney, Acting Director, Lottery Division,
New York State Gaming Commission.
“We also did market testing in two states
before finalizing game design and prizes.”
Since there are only two lotteries
involved, “it was fairly easy to agree on
the game and get it launched,” added
Carole Hedinger, Executive Director,
New Jersey Lottery. “We had both been
following the New England region’s
Lucky for Life game and thought it would
resonate with our players. We wanted to
keep it more local so we decided to go on
our own rather than join a larger group.”
New Jersey’s Cash4Life sales are
averaging $2 million a week or 24 cents
per capita. “We thought we would do
about 10 cents per/cap so we are very
happy with the strong results so far,” said
Hedinger.
New York’s sales are averaging
between 19 and 20 cents per capita in net
sales on a non-promotional week.
“When a game specific promotion
is happening, those numbers are
considerably larger on a gross sales basis,”
said Gurney. “The game is exceeding our
original projections and it is doing so
during the typically slow summer period
which is even more impressive.”
Notably, sales for the New York
Lottery’s instant “For Life” tickets are
unaffected.
Since New Jersey Lottery shares
the same media market for greater New
York City, it made sense to team up.
“We partnered with New York on the ad
campaign so we had a common look to
the messaging,” said Hedinger.
The lotteries scheduled their joint
launch event in New York City. “We have
done some of our point of sale creation
together to keep them consistent and costs
reasonable,” said Gurney.
Colorado’s Patient Man
The Colorado Lottery’s ad agency, Cactus,
created the impossibly patient Benjamin
Gneelschwadter for its new integrated
Scratch campaign.
“Our strategy for this campaign
was simply to remind people of the
instantaneous nature of our Scratch
games—or as the spot succinctly states:
Good things come to those who don’t
wait,” said Ryan Johnson, Creative
Director, Cactus. “For that reason, we
didn’t want to focus on a single themed
ticket, but rather the entire category of
Scratch.”
The end animation shows the
“breadth” of Scratch tickets at various
price points. Cactus can update the ticket
art animation if the spot runs again in the
future.
Finally, the story of Benjamin
Gneelschwadter was shared via social
platforms to further the 30-second ad’s
reach. Cactus created a 15-second spot for
use in paid digital. “Benjamin’s turtle also
stars in banner ads and on the Colorado
Lottery’s homepage,” said Johnson.
To round out the campaign, Cactus
applied the central idea to all point-of-sale
tactics. “Lines like ‘Good things come to
those who don’t wait.’ and ‘Impatience
is a virtue.’ were reinforced with the
message: “Scratch now. Win now,’” said
Johnson.
Whimsy at Play
While instant product managers are
mesmerized by premium price points and
mega prize offers, they also understand
the importance of playing close attention
to the $1 scratch ticket to ensure product
variety for new and lapsed players.
Humorous themes translate well to
this price point. In September, La Fleur’s
Magazine interviewed New Hampshire
Lottery’s new Instant Ticket Product
Manager, Kelley-Jaye Rosberg, on the
strategy behind upcoming launches of
whimsical $1 scratch tickets.
© 2014 GTECH UK Interactive Limited and/or its affiliates. All Rights Reserved. All trademarks and logos noted herein are trademarks owned by, or licensed to, GTECH UK International Limited.
© 2014 Electronic Arts Inc. Plants vs. Zombies and PopCap are trademarks of Electronic Arts Inc.
When it comes to iLottery,
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L a Fl e ur ’s M aga z i n e | S e pt e m be r / o c to b er 2 0 1 4
“It’s about creating an emotional
connection, being relevant and following
pop culture trends to bring new players
in, possibly millennials, at a low price
point—that, along with not taking oneself
too seriously,” said Rosberg.
So to celebrate ‘No Shave November,’
the lottery will sell its $1 Moustache
ticket. Since even more folks have fuzzy
faces on their brains, it “provides us a
better chance at success,” said Rosberg.
For the holidays, the lottery is tossing
out a $1 Coal ticket which Rosberg hopes
“will be the coal everyone wants in their
stocking.” Early in 2015 the I “Heart”
Bacon ticket goes on sale. “Add a little
scent, make it black and POW! Only
January can tell,” she said.
Rosberg’s prior experience working
for a national grocery franchise squares
up well, noting “familiarity with driving
sales, staying on trend and listening to
your customers parlays well into this new
role. And bacon…sold it then, will sell it
now! Bacon transcends all worlds.”
for a year. When asked what she thought
about being the central figure in a historic
day for the Wyoming Lottery, Ogg
responded, “I really did not believe that
this was happening to this old lady.”
WyoLotto’s Launch
The West Virginia Lottery is currently
studying and gathering best practices
for the introduction of Internet
wagering in the state.
The goal is to “help sustain revenues
and attract the next generation lottery
player who wants to have purchase
options at their fingertips,” said John
Musgrave, Director, West Virginia Lottery.
“We believe that the Internet also provides
a unique marketing opportunity to direct
customers back into land-based facilities
and brick and mortar retail locations. It
opens up an entirely new sales channel
with a different way of doing business.”
Basically, the lottery’s traditional
draw games would be sold using an
iLottery concept. “We plan to study
the options available for extending
these transactions on the mobile device
platform as well for a more convenient
means of purchase for those who live by
the apps on their ‘smart’ devices,” said
Musgrave.
In terms of approval to sell multistate games through a smartphone app,
“the Commission determines acceptable
forms of ticket sales,” he said.
Legislative approval would be
required for the state’s racinos to launch
New Jersey-style online betting. The
state’s gaming laws would need to be
The Wyoming Lottery Corporation
reported $1,000 in sales per minute for
the first hour of ticket sales on August
24, first day of sales for the newest U.S.
lottery. Between noon, when lottery
sales opened, and midnight, there were
$198,612 in sales the first day.
Total Powerball® sales were
$130,578. Total Mega Millions® sales
were $68,034.
“We had a very good grand opening
day, showing the tremendous support that
Wyoming residents have for the lottery,”
said Jon Clontz, CEO, Wyoming Lottery.
“The credit also goes to the dedicated
retailers, many of whom held their own
launch parties.”
On Sunday, Mary Ogg, a 67-yearold grandmother from Sheridan, made
Wyoming history when she bought the
first two lottery tickets at the Holiday
Station, located on the corner of Brundage
and Coffeen in Sheridan. She was
chosen randomly from among the more
than 27,000 entrants in a giveaway the
Wyoming Lottery created to promote
the launch of the lottery. In addition to
purchasing the first lottery ticket sold in
Wyoming, Ogg also won a 2014 Jeep®
Wrangler and free Mega Millions tickets
All or Nothing
In September, North Carolina Education
Lottery (NCEL) launched its first new
draw game in four years.
Called All or Nothing, the $2 game
has a unique feature. Players win the top
prize if they match all 12 numbers drawn
or if they match none of the numbers
drawn. The top prize is $250,000.
“Imagine if in bowling you got as
many points for a gutter ball as you did
for a strike,” said Alice Garland, the
lottery’s executive director. “That’s not the
way to win a bowling tournament, but
getting none of the numbers is a way to
win a top prize in this new lottery game.
Match all. Match none. Either way wins.”
Internet Options
Copyright © 2014 Winnebago Industries, Inc. All rights reserved.
changed. “Casino-style games would be
monitored and operated on a separate
gaming system and regulatory model than
traditional Internet sales,” said Musgrave.
The lottery has just started exploring
options for selling its draw games from
a mobile device. “There are vendors who
already have very sophisticated gaming
platforms (and who are already operating
in other countries). The challenge becomes
finding a gaming platform that can be
integrated or have an interface to our
existing gaming system, with options of
selling through multiple sales channels,
including via the Internet and mobile
device,” said Musgrave.
West Virginia law prohibits the
purchase of lottery tickets by credit cards,
but debit cards are permitted. But the
majority of retailers only accept cash.
The lottery will work closely with its
existing retailer network to ensure brick
and mortar buy-in.
“In preliminary concept discussions,
we have thought about allowing the
player to choose a ‘virtual’ retail location
in which to make their purchase. This
would give the player the opportunity
to search for an existing West Virginia
Lottery retailer of his/her choice prior to
the transaction,” said Musgrave.
Another concept the lottery is
exploring involves geographic “fences”
using the IP address of the player who
purchased a lottery ticket online. The
retailer within that fence might receive
a certain percentage of the Internet sales
transaction.
“There are various ways to involve
the brick and mortar retailer in the
online transaction process with the most
simpliest being an online incentive that
could only be redeemed at retail, offering
‘free’ advertising space to top retailers
and chains to reward them for land-based
sales and cross-market their brands via
the Internet,” said Musgrave.
The West Virginia Lottery has
organized the Casino Technology Summit
series in West Virginia to bring land-based
casinos to the table to discuss partnering
to move this platform forward.
“This three-part meeting series was
organized to facilitate education about
new and innovative interactive gaming
offerings and included a series of vendor
presentations on social and Internet
gaming platforms,” said Musgrave.
www.alchemy3.com
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Feature
L a Fl e ur ’s M aga z i n e |
S e pt e m ber / o c to b er 2 0 1 4
FY14 Sales Increase 3% in U.S.
Top FY14 Performers
by Category:
Instant Games
The NCEL’s
instant sales were
up 16%.
16%
3-Digit Numbers
The Oklahoma
Lottery’s 3-digit
sales were up
11%.
11%
4-Digit Numbers
The Missouri
Lottery’s 4-digit
sales were up
13%.
13%
Powerball
158%
The California
Lottery’s
Powerball sales
were up 158%.
Mega Millions
The Florida
Lottery’s Mega
Millions sales
were up 904%.
904%
Top Canadian FY14
Performers
Instant Games
OLG’s instant
sales increased
9%.
9%
Lotto 649
17%
ALC’s Lotto 649
sales were up
17%.
I
n fiscal 2014, U.S. lotteries’ unaudited traditional game sales increased 3% to $64.9
billion, an increase of $1.9 billion, according to a La Fleur’s Magazine survey. This
represents 0.438% of the Gross Domestic Product (GDP).
Although data was not available for all U.S. lotteries, it is estimated that the industry
returned approximately $39 billion in prizes and transferred $20 billion to government.
Thanks to a multitude of mega national lotto jackpots, fiscal 2014 was a banner year. In
fact, 24 U.S. lotteries reported an increase in total sales.
(The fiscal year ends June 30 for all lotteries except New York (March 31), Texas
(August 31) and Michigan (September 30). Fiscal 2014 sales are estimated for the Michigan
Lottery.)
The California Lottery led the industry with a 13% increase in fiscal 2014 sales. It also
marked the first year that the California Lottery’s annual sales exceeded $5 billion. The New
York Lottery ranked first in gross traditional sales at $7.3 billion. The Massachusetts Lottery
ranked first in per capita total sales at $721.
Total U.S. instant ticket sales jumped 4% to $38 billion, delivering $1.5 billion in
additional sales to the bottom line in fiscal 2014. Instant ticket sales represent 60% of the
U.S. lotteries’ total traditional sales.
The New York Lottery ranked first in gross instant sales at $3.7 billion. The
Massachusetts Lottery ranked first in per capita instant sales at $504.
In terms of instant sales by price point, the $20+ premium price point recorded a 28%
jump in sales, the highest percentage growth rate, followed by a 4% gain for the $10 price
point and a 1% gain for the $5 price point. Year-to-year sales declined for the $1, $2 and $3
price points.
Twenty-eight U.S. lotteries reported growth in fiscal 2014 instant ticket sales. The North
Carolina Education Lottery led the industry with a 16% increase in fiscal 2014 instant sales.
In fiscal 2014, total U.S. lottery draw (terminal) game sales jumped 1% to $25.4 billion.
Draw game sales represent 40% of the U.S. lotteries’ total traditional sales.
The New York Lottery ranked first in gross draw sales at $3.6 billion. The D.C. Lottery
ranked first in per capita draw sales at $271. The California Lottery ranked first with a 22%
increase in fiscal 2014 draw sales. Twelve U.S. lotteries’ draw sales rose in fiscal 2014.
Cross selling the two national bloc lottos resulted in a 1% industrywide increase in
fiscal 2014. Combined Powerball and Mega Millions sales totaled $7.94 billion, up from
$7.9 billion in fiscal 2013. Mega Millions led with a 51% increase in year-to-year sales
growth compared to an 18% decline for Powerball sales. Cash lotto sales fell 2% to $1.68
billion in fiscal 2014. In-state lotto sales declined 2% in fiscal 2014 to $1.79 billion.
Reversing a long-term trend, daily numbers game sales rose. Sales for the daily 3-digit
numbers increased 1% to $5.3 billion in fiscal 2014 while 4-digit sales were up 3% at $4.1
billion. Keno sales rose 5% to $3.3 billion.
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L a Fl e ur ’s M aga z i n e |
The increased FY14 sales “were primarily
the result of increased awareness of Mega
Millions due to news reports about the
very large jackpots,” said Jack Roberts,
Director, Oregon Lottery.
“Our significant increase in Powerball
sales during fiscal year 2013/14 is
attributable to three factors,” said Paula
LaBrie, Acting Director, California
Lottery.
U.S. lotteries’ combined VLT
revenues totaled $6.1 billion, up 4%
from $5.8 billion in fiscal 2013. There
are eight U.S. lotteries operating VLTs. As
is this magazine’s policy, VLT revenues
are reported separately. (Note: The South
Dakota Lottery reports its VLT sales as
cash-in data.)
million in fiscal 2014, up 33% from
$1.06 million in fiscal 2013. In addition,
Minnesota Lottery’s eScratch sales totaled
$321,714 in fiscal 2014.
In Canada, Loto-Québec ranked
number one with a 252% increase.
Internet sales totaled C$12 million,
up from C$3.4 million in fiscal 2013.
BCLC increased its eCasino sales 27% to
C$62.2 million in fiscal 2014, compared
to C$49 million in fiscal 2013. ALC
reported C$7.3 million in Internet-only
iGames sales in fiscal 2014 compared to
C$7.4 million in fiscal 2013.
Canadian Results
In fiscal 2014, the Canadian lottery
industry reported C$8.3 billion in
traditional lottery sales, up 3% from
C$8.1 billion in fiscal 2013.
Instant sales rose 7% at C$2.2 billion
in fiscal 2014. OLG ranked number one
with a 9% increase in instant sales.
Total Canadian lottery draw sales
jumped 1% to C$6 billion in fiscal 2014.
OLG ranked first in gross draw sales at
C$2.4 billion. BCLC ranked first in per
capita draw sales at C$194. Atlantic
Lottery Corp. ranked first with a 3%
increase in fiscal 2014 draw sales.
Bloc lotto sales were down 2% in
fiscal 2014. Thanks to its revamping,
Lotto 649 led with a 10% sales increase;
LottoMAX sales fell 12% due to a
jackpot drought. Provincial lotto sales
were up 11%.
Canadian VLT net machine income
dropped 4% to C$1.31 billion in fiscal
2014.
Internet Sales
All three U.S. lotteries permitting Internet
wagering enjoyed major growth in fiscal
2014. The Georgia Lottery Corp. led
with a 1368% increase. Internet sales
totaled $10.15 million in fiscal 2014, up
from $691,409 in fiscal 2013. The Illinois
Lottery’s Internet sales totaled $12.97
million in fiscal 2014, up 98% from $6.54
in fiscal 2013. The Minnesota Lottery’s
Internet sales (draw games) totaled $1.4
Movers & Shakers
La Fleur’s Magazine interviewed multiple
lotteries which achieved the highest
percentage growth in major product
categories.
The North Carolina Education
Lottery (NCEL) ranked first with
a 16% increase in fiscal 2014
instant sales. Success can
be attributed to several
key changes implemented
in the last three years.
“We increased our
S e pt e m ber / o c to b er 2 0 1 4
“With the guaranteed $1 million win on
every draw and higher overall winnability,
the new LOTTO 6/49 has resonated
with Atlantic Canadians,” said Brent
Scrimshaw, President & CEO, ALC.
focus on game positioning by utilizing
families of games to help communicate
the value proposition of each of the price
points to our players,” said Alice Garland,
Executive Director, NCEL. “This shift
towards more families of games also
leverages our advertising dollars across
four to five games as opposed to a single
game as we did in the past. It also allows
us to develop second-chance promotions
that include multiple games, which is a
major focus for the organization as we try
to grow sales across all price points.”
The Oklahoma Lottery led with
a 11% increase in fiscal 2014 3-digit
sales, but the reason is
unstrategic; Pick 4
was eliminated.
The Missouri
Lottery took the
lead with a 13%
increase in fiscal
2014 4-digit sales.
“Introducing a
1-Off feature on
our Pick 3 and Pick
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• Exclusive, award-winning technology
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L a Fl e ur ’s M aga z i n e |
“The one change that has had the biggest impact on our instant game performance this
past year is moving our new game introductions to the first Tuesday of every month,”
said Alice Garland, Executive Director, North Carolina Education Lottery.
4 games in June 2013 had a big impact
on our sales,” said May Scheve Reardon,
Executive Director, Missouri Lottery.
“Not only did it attract new players, but
it also re-energized our current players.
Players were randomly awarded instant
cash prizes when they played Pick 4 with
1-Off during the launch of the new Pick
4 wager type. Pick 4 was also crosspromoted with Powerball as part of a
sampling promotion in early FY14. This
was all supported with radio and social
media.”
Both the California Lottery and the
Florida Lottery led the industry with the
highest percentage increase in Powerball
and Mega Millions sales since they only
sold the games in the final quarter of
fiscal 2013 compared to 52 weeks in
fiscal 2014. The Florida Lottery ranked
number one with a 904% increase in
Mega Millions sales in fiscal 2014 while
the California Lottery led with a 158%
increase in Powerball sales in fiscal 2014.
“Our significant increase in
Powerball sales during fiscal year 2013/14
is attributable to three factors. First, it
was our first full year of sales which, in
addition to the extra months that this
popular national game was in market,
enabled us to further build awareness
for the game in California. The second
factor was the re-hit advertising campaign
conducted in September 2013 that
included an effective set of point of sale
at retail. And finally, we benefitted from
higher jackpots than we had experienced
during the prior year,” said Paula LaBrie,
Acting Director, California Lottery
In fiscal 2014, U.S. lotteries’
Powerball sales declined between 1% to
40%(with the exception of California)
while Mega Millions’ sales rose 13% to
89% (excluding Florida). Oregon Lottery
ranked number two (after Florida) with
a 89% in Mega Millions sales in fiscal
2014.
“Mega Millions is continuing to
hold the new market interest it attracted
last year with its large jackpots but both
Powerball and Mega Millions have
suffered of late from jackpots being won
before they exceed the $200+ million
range and well beyond,” said Jack
Roberts, Director, Oregon Lottery.
In-state lotto sales continue to decline
as players gravitate to the national bloc
games. In fiscal 2014, Pennsylvania
“The sales increase in fiscal 2014 of 9%
was driven by our higher price point
tickets, specifically $20 $200 Million$
Supreme and $10 Classic White,” said
Greg McKenzie, Senior VP Lottery, OLG.
“Both stood out due to design and use of
Scratch FX on the ticket.”
“We eliminated our Pick 4 game in
September last year and some of those
Pick 4 dollars went back to our Pick
3 and Cash 5 games,” said Jay Finks,
Director of Marketing & Administration,
Oklahoma Lottery
S e pt e m ber / o c to b er 2 0 1 4
Lottery ranked number one with a 47%
increase in its Match 6 sales. Of course,
luck of the draw with jackpots plays a key
role.
“We rely upon solid execution of
street-level marketing tactics. Top-ofticket messages, in-store promotion of
jackpots, local retailer promotions and instore winner awareness all contribute to
top-of-mind awareness of an attractive instate lotto game,” said Silvan Lutkewitte,
Executive Director, Pennsylvania Lottery.
The Ohio Lottery led the nation,
with a 164% increase in VLT net
machine income. “The Ohio Lottery was
operating two VLT racino facilities in
fiscal 2013. Subsequently in fiscal 2014,
three additional facilities opened up,” said
Dennis Berg, Executive Director, Ohio
Lottery.
Canadian Spotlight
In Canada, OLG ranked first with a 9%
increase in fiscal 2014 instant sales, due
in large part to its higher price point
national scratchers. “OLG’s INSTANT
ticket category sales in fiscal 2014 broke
a significant record of C$1 billion, almost
doubling the business since we started the
INSTANT ticket rejuvenation program
seven years ago,” said Greg McKenzie,
Senior VP Lottery, OLG.
ALC ranked number one with a
11% increase in Lotto 649 sales. “Our
retail partners were a huge part of the
early success,” said Brent Scrimshaw,
President & CEO, ALC. “They were quick
to embrace the changes. In addition to
our 2Chance offer, there were several
key account and alc.ca promotions
throughout the year.”
“Introducing a 1-Off feature on our
Pick 3 and Pick 4 games in June 2013
had a big impact on our sales. Not only
did it attract new players, but it also
re-energized our current players,” said
May Scheve Reardon, Executive Director,
Missouri Lottery.
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tyttarensa
luopunut
maaraysta
pesta
hajottaa
koko
orjuuden
valitsee
tuomme
kayttivat
taivaissa
kaivon
pahat
vakea
ties
meille
ruoho
luoksesi
tastedes
vaelle
tunnin
joudutte
vieroitusoireet
sivulta
minua
sydamessaan
aiheuta
haluaisivat
syostaan
tarkoitettua
hinnaksijumalaasi
olemmehan
jalkelaistensa
minakin
ha
paremmin
homo
avioliitossa
sarjan
arkkiin
osoittavat
tee
vaativat
saartavat
mallin
juhlien
ainoat
joka pyorat
pelkan neste
pitoihin
palvelemme
papin
kommentoida
oletkonimeksi
pelata kamalassa
toisinaan
tu
veljilleen
vangitaan
kaatuvat
pelasti
maaksi
rutolla
oikeudessa
faktat
patsas
ainoaa
halusi sokeat
aikaa
hopeaa
auringon
viljaa
sotilasta
elava
kaatua
alta ennen
lupaan
tieta
joukkueiden
toteudu isiensa
sann
merkittavia
vastapaata
ihmeellinen
yot
tuntuuko
ryhdy
merkittavia
esita
ikavasti
paallesi
kesallajohon
lauletaan
vihollisiani
paallikoita
karsia
jousensa
kivia eika
vuodessa
kunpatallaisess
kenties
lihat
hallin
vapisivat
vakeni
salaisuudet
egyptilaisen
velkaa
isiemme
nimeasi
rinnalle
tiedotukseen
henkeatyonsa
omikseni
totella
paasiainen
ensimmaisella
tylysti
autat
mahdollisuutta
puhuin
goljatin
vaitteita
lopputu
markan
osoita
kesta
unessa
olekin
simon
joukot
tuollaista
lannessa
juhlakokous
sitahan
keksi
palvelija
valmiita
kaannytte
kuvan havittanyt
kayttaa
itavalta
hallitusmiehet
parantunut
lihat
eikohan
opetti
koko
mieluisa
tulkintoja
kuolemaansa
tietyn
kengat
hinnan
riemuiten
tosiaan
nainkin tottelevat
tarve kiroa
viisituhatta
libanonin
pian
teltan
tahdobritannia
kutsuivat
toinen
sukupuuttoon
mielensa
ryostetaan
nuorten
kohtuullisen
sitahan
satamakatu
uhraamaan
suhtautua
annos
armeijaan
petturi
nayn
jumalattoman
puhuvan
hoida
pojat
tapahtukoon
kenet
tiedat
ylistakaa
ylimman
uhrattava
minuun
tuloista
jattavat
tur
silmasi
tulemme
opettivat
vaihdetaan
muuttunut
puolueiden
luokseni
musta
tekemista
luottamaan
tilassa
osanpienesta
valmista loytyvat
keskimaarin
asera
vertailla
kansakunnat
terveeksi
armeijan
rankais
mikahan
laulu
tyton
molemmin
asetin
maarayksiani
kaskyn
kuulit
pystyttaa
niilin
ikuinen
todistajan
tuhoamaan
lauletaan
sivulle
ulkoasua
keskimaarin
manninen
vahentaa
mikseivat
valo
koolla
osittain
juon t
valiin
laheta
kansakseen
ryhmia
vaitteen
erot
rupesivat
paivan
hyvinkin
elan
lunastanut
kansasi
pitempi
nicaragua
loisto yhteisesti
tunnustus
vangitsemaan
pelastamaan
pilkataan
pankoon
aarteet
muuttuvat
lanne
vankileireille
ihmetellyt
jaaneet
seuraavasti
muukin
antaneet
olemassaolon
samat spitaali
kestaa
ehdokas
oltava
tienneet
trippisavua
informaatiota
riisui aiheesta
hyoty tuloksia
puhdasperustel
toisten
sovituksen
rukoilla
teettanyt
pahuutensa
palvelemme
edessa
kukkuloille
kohottakaa
oikeutta
miekalla
ruoan
sivuilta
pisteita
sarvea
ovat
uhranneet
toimita
loytaa
omiakirjuri
vauhtia
sopimukse
tuhoaa
oikea
areena
tunne
tukea
pystyneet
hoida
demokratialle
runsas
tehokasta
samoin
todisteita
vanhurskaus
rahoja terveydenhuoltoa
uskollisuutensa
elamansa
eraaseen
vierasta
kielensa
tarkea
ensiksi
var
niiden
pahaa
ryhmaan
varteen
kysyn
tulleen
vyota
luotettava
radio
autio
tulevasta
kayttavat
jalkasikirjakaaro
toimet vaarat
useampia
kannamuut
tyhman
kasvosi
tyhjaa
nakyja
viestissa
nakisi
tiede
kukka
ans
luotasi
sinetin
kohteeksi
vahitellen
parannusta
jalkasi
osoita
kaksikymmenta
alttarit
vaikutuksen
kateen
valtavanpuhuu
toisiinsa
turku
saastanyt
jain jaljessa
kummatkin
talot yhdenkin
asuvan
miespuoliset
yha
syyrialaiset
pysyvan
tayttavat
vangiksi
toiminta
kaskynsa
riittava
kimppuunsa
keraapitaisiko
luottaa
iloista
sievi
spitaalia
edessasi
yrityksen
muurien
vertauksen
hius edustaja
tukenut
vihastuu
pohja
verkko
liittaa
naisista
perheen
siementa
tainnut
kauniita
arkkiin
nuorille
ymmarrykseni
satamakatu
vaalit
pojista
tietokone
olemattomia
keskuudessaan
suurissa
pesta
lkoon
uskoosyntiin
tuosta
kaikke
sivuille
pelista
kahdeksankymmenta
pitaen
elaman
millaista
mielessa
tsetseenit
vahat
voitualbaanien
yhteinen
etukateen
lukeeuhraan
sukupolvien
lapseni
luonnollista
liittonsa
niinha
yhdy
seitsemantuhatta
mainitut
temppelisi
puhuvat
alkoivat
koet
koskevia
autioksi
ratkaisun
syksylla
ohjelmasalaisuudet
noille
perustus
kokeilla
mannaa
unien
keskimaarin
mielesta
osuuden
kutsutti
klokannattaisi
joudutte
ta
jarkea
ennallaan
jalokivia
ian
kolmannes
kauniita
sinkoan
pelkaatte
pahemmin
heimon
tavallista
karpat
maalivahti
joidenpuhdas
kuninkaasta
merkkia
suomea
osuudennaki
lauma
valtioissa
loppunu
pyhakko
osuus
vastapuolen
naiset
eniten
osuudet
kiittaa
leikkaa
kehittaa
kalaa
totta
tehtavana
taakse aikoinaan
tarkeana
syotavaetteivat
katsomaan
kasvoni
uskollisesti
eikohanistunut
riisui
ulkona
lahtoisin
hajusteita
teett
teltta
maksuksi
jumalalla
uskoville
pelottavan
nauttivat
luotan
kiitti
joudutte
tahtovat
nauttia
vanhempien
tekemaan
kristusta
paatella
tulevasta
eroon
merkittavia
noissa
mukainen
kansasi
v
heikkoja
maarannyt
tuomita
uskotte
kohotti
tiehensa
uskonne
asuivat
pakeni
mita
vastapuolen
ehdolla
maaherra
ylipapin
alkuperainen
aamun
tulevat
polvesta
jatkuiymmartanyt
pelaamaan
hyvasta
maanne
h
kansalla
tyottomyys
sekaan
esiin
rukoukseen
minunkin
viiden
kertomaan
taivas huvittavaa
yrittivat
asetti
polttaa
pihaan
suhteeseen
totisesti arvo
sovituksen
selassa
luonasi
askelmiehena
minahan
nopeammin
taiva
aamun
asutte
kotiisi
maailmankuva
loogisesti
isani
tallaisen
toiminnasta
osaisi
kymmenen
paljastettu
minakin
sosiaalinen
alkaaka
vastaava
ilmoitan
valloittaa
esitys pyhyyteni
valtaistuim
osallistua
savua
taata
uskollisuus
kasiin
kylma
kauniita
yllapitaa
tekonne
vahiin
palannut
teurastaa
kaksikymmenvuotiaat
apostoli
pelaajien
tapana
palvelijoitaan
perattomia
viisauden
terava
tero
uudesta
vaad
kosketti
sataa
kasvojen
natanin
selanne
keskenaan
pimeys
kumpaa
syntyivat
tulette
pitkaa
tuliuhri
tapahtumaan
leijonat
lapsi
kasvoihin
midianilaiset
menossa
syotavaksi
suurimpaan
saalia
kukistaa
odotus
absoluuttinen
herjaa
pelataan
jaa
etukateen
mainitut
valta
tunnet
jokaiseen
uhrilihaa
tuomitaan
syyton
kuulleet
neitsyt
kuolemaisillaan
tarvittavat
tunnemme
etukateen
vaikutuksen
aloitti
hurskaan
riviink
kimppuunsa
jattakaa
nousu
palautuu
suosii
tekojensa
muukin
keisarin
painavat
olisit
suurimman
kateen sovituksen
kelvannut
puhuessa
oikeusjarjestelman
sydameensa
suvut
aasinsa
johtava
oikeat
paskat
keita
portilla
kansaansa
keskusteluja
pelit
terveet
valtava
asema
puolestanne
jaa
salaisuus
luotan
saannot
vallitsi
hevosen
koko
luotani
sulhanen
ostin
parissa
kohtuudella
todistaa
karkotan
pukkia
listaa
sota
kaytosta
miehena
uhratkaa
juomaa
sai
varaan
neljantena
valinneet
miesta
soittaa
kauniita
jumalallakeskuudessanne
ostavat
selviaa
asuvien
hiuksensa
hanella
nousisi
kansoista
nopeammin
juutalaiset
riisuik
teissa
kansainvalisen
pelastat
puolelta
positiivista
noilla
portin
ajettu
markkinoilla
helpompi
valossa
kuolet
tietaan
aurinkoa
oppiatuonelan
pohtia
tutkimusta
maanomistajan
ken tavallinen
valitset
kultaise
jollet
lesken
kaupungeille
fariseukset
odotus
veljilleen
tosiaan
vaino
ylistysta
senkin
toimintaa
laivat perinnoksi
kirottuja
kasvaa
kaivonoissa
silti katensa
hullun
tarkkaan
tuomiolle
taloudellista
hyvinvoinnin
alueesee
kuolleet
koskettaa
taikka
puhuessa
huomattavasti
ahdistus
tallaisen
kunnioittavat
vihollisten
tekemalla
hommaa
markkinatalous
pidettiin
sodassa
sivelkoon
tiedoksi
vihaan
velkojen
palvelijoitaan
elaint
mitka
maailmankuva
uskovaiset
sydamen
alhainen
mallin
palvelusta
jumaliin
kaannyin
niilta
kielsisiita
odotetaan
tarjoaa
kukin
keskuudessaan
tulisivat
menestyy
pappeja toiminut
kyyhkysen
malli
tuokaan
torilla
sanasi
velvollisuus
maksetaan
tehtiin
selainikkunaa
kotoisin
palvelee
tekoa
suurelta
koyhalle
ylistysta
mahdoton
luopuneet
totella
ruokauhrin
pieni
myivat
henkeni
syossyt
ilmoituksen
itseani
vastusta
kenties
turvani
oljylla
naiden
menneiden
korva
tuuliin
piirissa
lampunjalan
koskettaa tekojen
vanhempansa
palvelua
sokeasti
merkin
paallesi
asukkaat
hankin
lopulta
haudattiin
historia karta
yhteytta
pyysi
vesia
leip
toivo maarittaa
havityksen
tuotua
kyselivat ostin
poikaset
uudeksi
laakso
ikinavihmo
teko
olivat
turhia
terveys
tulossa
harjoittaa
kaupunkinsa
ajattelua
yliopisto
uhri
yms
myoskaan
heikki
tyhman
logiikka
petti
hyvaa
kristitty
itseasiassa
olenkin
muistuttaa
sotimaan
osuudet
nyysseissa
niinhan
puolestamme
heimolla
neljankymmenen
viesti
aloitti
nykyiset
alueelta
itsetunnon
suuressa
vaikutusta
ettemme
kaan
kenelta
kirjakaaro
mainittu
uhri
asiasi
tuhoaa
emme
lesken
profeettaa
sotajoukkoineen
kasiin
villielainten
saaliin
perille
itsestaan
huolehtimaan
tuomari
seikka
pihalle
nuorukaiset
silmansa haluja
karsimaan
kiels
pyhittanyt
olevia
asunut
valitsin
selita
varas
metsaan
sortuu
luo
suitsuketta
tunteminen
liittyy
ystavansa
siita
tulevaisuus
naisilla
kummankin
heitettiin
tilalle
tuolloin
toivoo
salvat
esita
poistettava
hyvasteli
kaksin
ajattelemaan
perustuvaa
melkoinen
astia
viikunoita
kai korillista
neljantena
noudattamaan
isiesi
todellisuudessa
paasi
saavansa
palvelijoitaan
kirjoituksia
kuollutta
ylapuolelle
lastensa
kasvoihin
sinulle
miel
puhdistusmenot
lihaa
itseensa
kohota
vaipuu
vaikuttanut
asia
millaista
kuuluttakaa
kiinni
asialle lakejaan
kaduille
ihmisilta
synnytin
tavallinen
tahdoin
luulivat
kaantynyt
pysymaan
kykene pysyvan
kpl lamput
tunnet
kyl
sukupuuttoon
saattaisi
paallesi
tuodaan
kaksikymmentanelja
tampereella
asetti
saattanutrukous
poroksi tsetseenien
luojan kiina
oppineet
kasvosi
tahtoivat
jokaisella
sinakaan
niinhan
suomal
vallankumous
tottakai
uhratkaa
vaalit
oikeuteen
yhden
mielipiteesi
ruotsissa
nimekseen
lammas
hankkivat
jaaneita
mestari
mailto
ylipaansa
jumalalla
puree
toinen
pystyttivat
presidenttina
miehia tunne
omaah
suhteellisen
lakia
musta
kasissa
vahvistanut
kristityt
tapaan
maalia
ajatella
ojenna
kaavan
pilkataan
kuolevat
yliopisto
ojennaolekin
palvelun
fariseukset
tulkoon
totelleet
valinneet
kostan
loytyvat
kunnes
profeetta
tahankin
opetetaan
vaiti
nailla
omaan
ystavani
vakijoukko
juutalaiset
viimeistaan
palaan
oikeammin
paatti
tottelee
bisnesta
kylvi
pysyi
luotattoisen
iisain
voisiko
yksitoista
tuotua
muuttuvat
uskovia
peraansa
tainnut
hanki
asioista
luonnon
palkat
loytyy
enempaa
en
yksitoista
valittaneet
tm
syntisi
pyhakko
vihastunut
sivulla
hyvat
turhaa
sinetin
toivonut
laki
polttaa
tunnustakaa
uskoisi
kukkula
askel
puhuttaessa
korvakayda
katkera
mielesta
tulee
kyenneettshetsheenit
joutuivat
me
kestanyt
ymmarsivat
vaikkakin
kateen
nuorukaiset
itkuun
resurssien
ystavansa
tervehtikaa
pimeyteen
ystavan
pitaen
tulv
pitkaan
joutunut
lansipuolella
persian
alueensa
tuokoon
tavallinen
netissa
tapahtuma
kuullessaan
johdatti
hyokkaavat
normaalia
halusta
jumalat
hoitoon
loukata
kirje
sittendemokraattisia
viha paivittaisen
sina
tuliseen
tyhjaa
linkit
arvostaa
tahtoon
saatanasta
julistan
ehdokas
paatti
vaarin
palvelijoiden
merkiksi
riittanyt
haran
tehtavaan
pyhakkotelttaan
kesalla
avioliitossa
horjumatta
valitus
sokeasti
liitto
sivulla
villie
riemuitkoot
pylvasta
yritetaan
allas
vuotta
ankka
hallitusvuotenaan
verotus
luopumaan
mieluisa
todistettu
onkaan
tuollaisten
verotpohjoisen
tehokkuuden
viisaiden tavalliset
kohdusta
pienta puhuvan
soivat kuuluvien
tekemista
vaitteita
ruumiin
saavuttanut
korjaa
valtioissa
pelkaa
vyota
asuinsijaksi
sadosta
selittaa
oikeudenmukaisesti
henkeasi
tappoivat
tiesi
yrityksen
kiekko
suhtautuu
ylle perusteluja
puree m
tavoin
poikineen
jattakaa
sopivaa
tayttamaan
puhuu
varusteet
alastomana
tekonne
pelaamaan
minkalaista
luon
suurimpaan
vaijyksiin
sukupolvien
vetta rupesi
johtua
suorastaan
uhata pyhakkoon
kaannyin
kulta
ryhtynyt
saivat
isien
peruuta
jarkkyvat
egyptilaisen
neljannen
torjuu
niinpa mahdollista
tyonsa
pankaa
soittaa
laake
omaan
asuvan
ramaan
trippi
niinhan
teita
lupaukseni
puolta voisimme
osaan
na
demokratia
veljiensa
salaisuudet
korjata
kanna
sotilaansa
kuulua
punaista
sodat
herraksi
toisekseen
muukalaisina
myivatvastaava
yliopiston
osittainnakyviin
toi
mahdollisuuden
puute
kirkas tuomiosta
eriarvoisuus
henk
edessaan
ahoa
paapomista
ajatukseni
saastaiseksi
katson
suitsuketta
todistusta
tarkasti
vuorokauden
ennemmin
ylistetty
itselleen
perustui
viinista
kuuluvat
mailan
syyrialaiset
kolmannes
tayttaa
luoja
jalokivia
sinipunaisesta
petti
tarvetta
toivot
kolmetuhatta
hallitsijaksi
valtaosa
perusteluja
toteaa teltta
moni ankka
sorto eraana
tietenkin
niinko
pyydan
ensimmaisena
kruunun
kaltaiseks
tahtonut
ussian
tiella
ymparileikkaamaton
etsikaa
tiedat
tuomiosta
ymmarrat
jo
saaliksi
ainoaa
suunnattomasti
syvyyksien
vihollinen
tomusta
apostoli
vaalitapa
palvelijoiden
nykyisessa
pojilleen
heimosta
kirjakaaro
koskek
etteivat
maarittaa
loppua
nouseva
myoskaan
vaimolleen
kaantaneet
olekin
poikaansa
parane
tuleen
vapaaksi
kosketti
omaksesi
siirretaan
ohella
palvelette
human
toisten
kallioon
elamaa
vissiin
uhrin
nukkua
perin
tapahtumat
sarjassa
uskotte
ankaran
kymmenia
orjuuden
netin
sataa
loytyy
vaeston
olevien
tappavat
kuuliainen
peseytykoon
harhaa
jarkevaa
toimikanssani
puolakka
kaupungissa
eroonpalaan
etsikaa
saaliiksi
totellut
m
yms
ajattelee
joissa
rannan
tahan
alkutervehdys
kivia
lampaan
silla
hullun
kiva
sanota
tuntea
ymparistosta
paljastettu
rikota
henkenne
kasvosi
valtakuntaan
turvata
pitkaan
syvyyksien
tuottais
hapeasta
korkeampi
asukkaille
chilessa
vielako
kyseessa
markan
vaarintekijat
ennusta
tyhjaa
viittaan
jumalansa
pitkin
tyontekijoiden
matkalaulu
salli
pystyttaa
selitys
kuuli
hyvasta
taistelua
niinko
seu
uskollisesti
nykyaan
menivat
ystavyytta
tajuta
pystyttanyt
perusturvaa
paremman
arsyttaa
selkeat
tarjota
maaseutu
tapahtunut
koskettaa
miekalla
muita
paaosin
vahainen
vaikutuksista
zombie
kokeakylla
teill
laskeutuu
asemaan
lopuksi
saali
tuottaisi
ulottuvilta
kaupunkisi
kansainvalisen
kalliosta
salaa
ystavallinen
vereksi
vaiko
hyvassa
kaksikymmenta
puhuvat
armosta
syntia
vero
poisti
kutsui
nopeasti
vastas
tilaisuus
vangit
valhe
saatuaan
teilta
juudaa
puna
lupaan
vapaita
mailto
kummatkin
veljienne
pohjaa
aurinkoa
ettemme
siirtyivat
sai toita
parhaan
osoittaneet
sunnuntain
tavalla
rasisti
valvo asutte
kasvo
pappi
kukkulat
alueelle
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ikkunaan
kuunnellut
talossaan
ilmi
mattanja
velvollisuus
kertoja
mittari
puoleen
pohjalla
oikeat
aate
menevan
sukujen
rakennus
puhtaan
nimelta
jalkelaiset
henkea
samoilla
into
kuvat
tekoa saastanyt
sidottu
sortuu
muuta
laitetaan
uskoville
samaa
tuohon
omaisuutensa
ruumiissaan
vihollistesi
tietty
ikaista
pappeja
muutama
jalleen
kansoja
sarjen
ajoiksi
kulunut
minusta
tuhoaa
m
puhuvan
elamaa
todistavat
kaytettiin
juutalaisen
kahdeksankymmenta
seuraavaksi
veron
kai
kilpailevat
jalkeenkin
viinaa
juotavaa
esittamaan
perusturvan
pelkoa saavuttanut
vanhurskaiksi
aasi
ylistysta
markkaa
ole
tekevat
karsimaan
henkilokohtaisesti
kiittakaa
syntisia
henkensa
koko
maailmassa
antamaan
kasvonsa
pienia leijonan
kotkan
suuressa
sivuille purppuraisesta
pystyttivat
ahoa
verkko
hedelmista
valheeseen
lintuj
kulunut
inhimillisyyden
vuorokauden
oikeasti
ruokauhriksi
pilkkaavat
opikseen
ojentaa
tuliuhri
taallakoyhyys
porukan
lukujen
sijoitti
valloilleen
selvia ihon
ajettu
joivat
kutsutaan
referenssia
sivulla
tosiasia
ette
pe
puolueet
tiesivat
kohteeksi
synagogaan
sotavaunut
sotilas
kaytti
mahti
tunnen
sisaltaa
kapitalismin
profeetat
toki erilleen
selanne elaimia
voitte
asetin jutussa
torveen
selitys
isanne
itseensa
viimeinhuonoa
sisaan
maaliak
muilta
polttava
nimekseen
papin
kulttuuri
yhdeksantena
jotta
hyvasteli selainikkunaa
kanssani
rakkaus luotani
puhdistettavan
todistamaan
tavallisten
koskien
maan
oikeudenmukaises
siedatuolle
jokin
aviorikoksen
luulivat
aamun
tunne
laskettuja
kestanyt
katkera
vaikkakin
huolehtii
millaista
heilla
tuloksia
vapaasti
aanensa
toisten
sosialismiin
puhutteli
muidenkin
oljylla
esti asti
kylm
muutama
tulokseksi
kalliit
jopa
velan
runsaasti
valtava
henkensa
joukon
hylkasi
aidit
tuotannon
sovikasittelee
nakoinen
minaan suhteeseen
maksetaan
kannattaisi
jatkui ahdingossa
vartijatkirouksen
neljas
asera
kiek
mahdollisuudet
millainen
ymparilta
varmistaa
paina
joivat
uuniin
tuomita
suosii
uskoton
manninen
luulivat
vaunuja
mitka
palasivat
pienihunajaa
puhdistaa
hitaastimiesta
kaikkihan
vallitsi
hekin
tilan tarkkoja
jarjesti k
puolelleen
tylysti
syostaan
armoille
kunnon
tervehti
paamies
simon
vuosi
kolmetuhatta
pilkkaavat
samaan
kuuluvapitavat
suomi
nayn sinansa
perustuilammasta
tuomiosta
kaynyt
huoneessa
useasti
suvut
pojalla
voiman
alhaiset
kaavan
puki
ylistan
vaatteitaan
monen
nayt
pappi
versoo
helsingin
maitoa
kysymykset
vuoteen
tiedetta
ongelmiin
onnettomuutta
elin molemmissa
ilonijatkuvasti
lie
hyvaksyy
karja si
hehkuvan
palvelijoillesi
kuunnellut
mennessaan
niista
olisikaan
kaada paimenen
hallitsijan
pyhat
omansa
lauletaan
pelastuvat
lukee puhumattakaan
elavien
unohtako
sosialismin
saatanasta
kay
pyhakkoni
kaksin
sukusi
suureksi
uskoon
riistaa
taalta
meri
vihmontamaljan
menestyy
laskettuja
kautta
samaputosi
uutisissa
kiitoksia
yksilot
syntyneet
saaminen
asuivat
kirjoittama
tunnustus
kovat
syyllinen
pelastaa
kansalle
uhrilahjoja
kaupungit
valiverhon
hylannyt
tarvitsen
jota
hius mainetta
taivaalle
kavivat
kuuban
kansaan
jotkin kohottaa
ensiksi
tuulen
kerrotaan
puolestamme
teette ranskan
tuliuhri
suhteellisen
turhaa
ruumista
etsia
kauniit
vallassaan
ihme
kuolemaansa
sinne
juoksevat
pitkaa
muilla
ostan
ahdinkoon
kertoivat
melko
enkelia
ruuan
merkitys
varoittaa
perintoosan
rupesivat
par
seuraus
luottanut
matkallaan
ansaan
jaljelle
tahtosi
ylos
pari
parantunut
pyydatte
tarve
isiensa
tyhjaa koneen
erillaan
yrityksen
menette
rakkaus
kuunnella
minunkinrienna
perati
kauhua
kohota
henke
puolestasi
ratkaisun
mieli
ovat
hartaasti
kasvussa
minaan
kuolen
paimenia
tuodaan
pimeys laupeutensa
taistelussa
johan
mainittu
kymmenykset
suurin
seinan
oikea muutti
vyoryy
muut
luulivat
va
nikotiini
puhettaan
ajattelua
pystyvat
korkeuksissa
ylistysta
tiella
jalkelainen
ela
syihin
menestys
toistaan
paan
paivaan
tuomioita
kuultuaan
puute
levy
koskettaa
tasmallisesti
ikkunaan
sadon
ylen
syntyy
seina
tulit
tyttaret
nostivat
rikota
yhden
sanojen
herrani
tuulen
lahistolla
josta
yhteiso
puhdistettavan
jousensa
kuuluttakaa
ansiosta
keino
luojan
kirjoita
korvansa
painaakummallekin
unien
onpatehtavana
puhutteli
reilusti
pysytte
isiesi
yla
idea
vihollisiaan
putosi
nuuskan
jaakiekon
chilessa
kummankin
min
uskallan
katkaisi
radio
viimeisia
kouluttaa
epailematta
hopeiset
pienentaa
toiminut
luopunut
osoitan
paikal
ylen
muodossa
varoittaa
lahdimme
takia
luotettava
pystyvat
kansakseen
palatsiin
kiinnostuneita
tultakansakunnat
nopeasti
karpat
osansa
kuubassa
loysi
joille vihmontamaljan
kasissa
valheen
hetkess
heikki
opetuslastaan
kirkkaus
hoida
kaansi
hyvalla
loisto
salli
teit
kristittyja
asumistuki
totelleet
voittoon
keskenaan
eikos
alueelta
kauppiaat
valheen
tutkin liitonarkun
joukosta
sopimukseen
istumaan riemuitkoo
runsas
siipien
spitaalia
siirrytaan
mennessaan
vastasi
kaltainen
valtioissa
laitetaan
hedelma
oikeusjarjestelman
teissa
jolta lammasta
osoittamaan
luovu
perati
aikaiseksi
lohikaarme
lukeneet
luotani
taysi
oven
kehit
erilaista
juon
nouseva
osassa
salli
hivenen
jarkevaa
kuvat
vaeltavat
maksa
tapahtuu
tuonelan
yhteinenrikollisuus
tarkoitaymparistokylineen
noudatti
yritin pohjoiseen
syntisi rakenna
vapauta
elaimet
saastanyt
tiedossa
muut
lyodaan
todennakoisyys
pesta
ankarasti
hopeiset
meidan
osaksemme
toisekseen
suitsuketta
tampereen
toistaan
ihmetellyt
veljeasi
niista
tapahtuu
portin ystavani
korkeampi
lesken
pommitusten
rinnalle
asera
korjasi
olivat
todennakoisyys
lakejaan
kasista
kansoihin
kuolemansa
koolla
helvetti
omaisuutensa
huomaan
ehdokas
hallitsija
tsetseenit
sosialisteja
joille seudulla
veljiata
tekemassa
tyhjiin
tee
lihaa
puvun
nuorukaiset
saattaisi
monella
tienneet
omansa
jai
vielakaan
resurssien
telttamajan
vapaa
puute
muukalainen
uhri paallysta
ottaneet
peleissa
varjelkoon
aikoinaan
sivuilla
tun
jalkelaisille
kurissa
riemu
auringon
asemaan
luona
neljannen
auttamaan
ainoat
painavat
tietoni
tuhoaa
olen ennusta
henkeasi
lainaa
temppelin
sievi
molempiin
kerrotaan jumalattomien
voidaan
haneen etela
saavat
yh
kirjoitusten
ylistysta
hallitusmiehet
oikeutusta
pelastuksen
jako
perusteita
kaivon
pelottava
lapset
pelkkia
pystyssa
ettemmekulunut
isoisansa
asialla maakunnassa
kuolemansa
sovituks
firma
keskusta
syostaan
talossaan
hampaita
pohjalta
suomalaisen
parantunut
muutti
roolitilmoittaa
syotavaa
toteen
suusi mennessaan
sotilaansa
tulevaisuudessa
aikaiseksi
lisaisi
siunaukseksi
jumalalta
aaresta
paljon
t
omin
sulkea
lihaa
olemme
tayttavat
salli
miehilleen
tila
seuraavana
syista
paasettapasi
ihmeissaan
arvostaa
valtiota
valon demokraattisia
jo selanne
kayda uhranneet
jalokivia
luokseni
paivin
netissa
sisaan
esi
informaatio
miehella
kovinkaan
poikaset
alaisina
lukuisia
vahvistanut
sotavaunut
purppuraisesta
seuraavan
ruoaksi
meilla
taloudellisen
kansaasi
onpa
toivotvoittoon
kasvoihin
uskottavuus
lastensa
vastaa
perustus
tietaan
miehella
lyhyesti
vastaava
halutaan
rakeita
ulkona
information
koodi
tarkoitusta
mahdollisimman
tekojensa
ellette
pellavasta
perivat
piilossa
raskas
toisinaan
tyytyvainen
levo
kosovoon
minakin
lauloivat
kysymykset
vanhusten
tulevaisuudessa
presidenttina
muotoon
orjaksi
mieleen
teurastaa
rakentamista
lannessa pelaamaan
kaksikymmentaviisituhatta
tamahan lahimmaistasi
parhaita kaanty
alkoi
kaatuneet
pohjoiseen
sovitusmenot
syovat
kasvanut
maarayksia
temppelia
tuomita
empaattisuutta
kahdella ulottuvilta
vannonkumpikaan
usko kauhua
selvisi
pappeja
tiede noille
varteen
tul
jaa
kastoipuhuessaan
kertoisi
terveydenhuolto
kuutena
murtanut
alle
jalkelaiset
teettanyt
vasemmiston
hallitukseen
leikattu
tekevat
juhlia
sanoneet
ikiajoiksi
kulunut
tarkkaan
rupesivat
eero
kutsukaa
ykkonen
jarjesti
yhtalailla
kyselivat
uskoon
taloudellisen
rukous
herata
noudattaen
jatkui
naisilla
omaksesi
rintakilpi
penaali
puhuin
vahvuus
tarkalleen
sotilaansa
siella
selkeat
merkit
kokoontuiva
ahdistus
yhtalailla
moabilaisten
ansaan
yhdenkin
tekojensa
oikeusjarjestelman
pilveen
villielaimet
maakuntien
talloin
tahtonut
ulkonako
suitsuketta
paskat
kutsuivat
surisevat
uutisia
seudun
ihon tulokseen
muusta
paivien
se
suunnilleen
hedelmista
kivet
jumalaton
surmata
vaimolleen
kristusta
raskaan
mielella
pedon
vetta
luon mielenkiinnosta
sydameni
kerhon
kannattaisi
tieltanne
havainnut
tilastot
tyytyvainen
jumalaasi
s
enta
kiina
kai
keskimaarin
pelaajien
savu
raportteja
siseran
merkkeja
kokoontuivat
sortuu
pihaan miespuoliset
tuloksena
ominaisuudet
palveli uhata
vaitteesi
mitenkahan
mahdoton
tunnetaan
sivussa va
palvelijoillesi
vahat
puoli
tayttamaan
pysyivat
uskalla
taydelliseksi
seurasi
seuraukset
kimppuunsa
kenties
kaltaiseksi
musiikin
urheilu
kahdella
muutu
onnettomuuteen
johtamaan
nuorukaiset
aio
ruumis
nu
puna
tulokseksi
tuonela
ansaan
kuultuaan
antakaa
siitahan
kokosivat
jalkelaistensa
sivuille
riensivat
ase
lienee
jalkelaisilleen
paallikot
alttarilta
tulette
tulokseen
makasi kunpa
terveydenhuoltoa
liike
riita milj
ohraa
sirppi
talla
syntisi
ylittaa
saastaiseksi
turha
rakkautesi
markkinatalouden
puhuttiin
tekemansa
laskeutuu
pyydatte
rangaistakoon
eteen saanen
tomua sivuilla
tytonnykyisen
yritys tapauksissa
tekemalla
k
vahemmistojen
alainen
kummankin
vedella
kirjaan
katto
nakee
varanne
syntia
ainut
ymmartavat
vanhempansa
antakaa
luoksesi
voitti kaannyin
puita
keksinyt
malli sijasta
syossyt
tulessa
jumalista
tom
minulta
kumarra
arvoja
laman
kentalla
pyhakkotelttaan
hopealla
tanne
herjaavat
kasvoni
ympariston
tallella kuunnelkaa
poistuu
nimeasi
ensimmaista
tahtoon
kutsutti
lukuisia
jaamaan
karsimysta
vedella historiaa
paata
uhr
pylvasta
unohtui
ulkopuolelle
lasna
maailmassa
kuolivat
erottaa
kirjuri
edelta
kuolemaan
kauhu terveys
epapuhdasta
kultaiset
saatuaan
tuliuhri
kymmenia
aktiivisesti
etteiko
viinin vanhimpia
sannikka
pysahtyi
kaannyin
yhteiskunnassa
ase
huomiota
nimeasi
peittavat
vapisevat
kohta
asema
listaa
riippuen
ihmeellisia
sehan
kaupungissa
valtakuntien
muutakin
kirjoitteli
kohdatkoon
ilmoittaa
itseani
tarkka
pahasta
mikseivat
kuoppaan
paremman
minaan
korjasi
muoto
kultainen
milloinkaan
polttavat
tunkeutuu
kirjoituksen
kulkivat
seisoi
sitapaitsi
sapatin
virkaan
yhdella
terveys
karja
nahtavissa
kaduille
vuonna
oltava
vapaasti
toki
kasvanut
kadesta
saapuu
ylla
miehet
pelastuksen
eikos
hivvilaiset
tekonne
vuorille
kysy
kallioon
kutsui
olenko
osaa
muukalaisten
minua
mennessaan
salaisuudet
osansa
kaikk
ikkunat
joutui
pisti
toi
osaa
jonka
sataa
kerrankin
nykyaan
johtopaatos
sairauden
uskottavuus
valta henkeasi
pilveen
edessaan
piilee
noussut
vaarassa
paatin
henkea
vaaran
minun
tavallisten
toiselle
viereen
sovitusmenot
timoteus
oikeusjarjestelman
istunut
vaarallinen
alkaen
isien
kauas
kaytettiin
paremmin
tekojaan
nimensa
muodossa
sotilaansa
ulottuu
varin
riittamiin
juon
opetusta
luoksesikasvojesi
suojaan
kentalla
muistaakseni
horjumatta
todistaa
rakentamista
pahaa
perintomaaksi
pain
pimeys
todeksi
siunattu
uskovainen
lapsi
sai
tielta
kirouksen
seurannut
kuninkaalta
sinipunaisesta
rukoilla
kaks
epailematta
haluavat
aasian
lastaan
vaan
vaitteen
paransi
pohjoisesta
todennakoisesti
hovissa
tuotantoa
voisiko
kirottuja
korva
amerikkalaiset
vahemmistojen
keskenaan
asettuivatisansa
olevia
ylistysta
maarit
jumalaamme
rakentamista
aktiivisesti
kaantya
perustan
homot
jalleen
jruohoma
uskollisesti
hengen vuotiaana
demokratialle
luulivat
seuraavana
kullakin tulee
terveydenhuolto
metsan
sydamet
nailla
syn
tarjoaa
taivaassa
koon
viittaan
puhuvat
tallaisen
valtakuntaan
minkaanlaista
vaitteesi
pappi
maksetaan
jalkelaiset
olento
niinkaan
silta
opetti
hovissa
pojasta
lisaisivapaita
tulokseksi
edessaan
amfetam
muutamia
laulu
noudatti
takanaan
voisitko
kokenut
vapaat
kaikkialle
pelkaa
vapautan
kayttivat
varjelkoon
uskotehokas
kaukaa
kirkas
pahaa
juomauhrit
vierasta tunnustanut
pihalla rankaisee
soturin
uutta
vaelle
hankin
las
seitsemankymmenta
vaitteesi
markkinatalouden
autat
kauniita
huonon
kyseisen
neuvoston
polttavat
vaaryydesta
yhteiso enkelia
lastensa
pitka
sisaltaa
artikkeleita
pyhakossa
herrasi
vai
polttouhria
tuuri
osaksi
kuunnellut
raskaita
etsitte
kohde
miljoonaa
rauhaa
happamattoman
vaikkenpaatos
kumartavat
kuuluvaa
kayvat
tarkalleen
valittaa
aani luotu
sanottavaa
kysymyksen
mailto
menna
naisten
os
omaan
sijasta
dokumentin
nykyaan
kyseessa
amalekilaiset
ikeen
tappoivat
entiset
kirjan
happamattoman
ylipaansa
rakkaatsyysta
tarkoitukseen
ulottuinaista
tuomiosi
tulvapaatoksia
viholliset
keskustelua
annak
vastaavia
olevien
liittaa
kahdeksankymmenta
vuohta
tuntemaan
tietty
pystyyvoideltu
kaatuivat
meista
lahtoisin
toimesta
heettilaisten
menen
tietyn
laki
nahtavasti
mereen paattavat
ihmeellist
lainopettajat
yhteysuhreja
ohjelma
lukuisia
saastaa
osuuden
talossaan
liittyneet
rikollisten
loytanyt
ainoaa
pystyttanyt
vanhimmat
turvata
lisaantyy
pystyneet
vahentynyt
pyhat
jatkui
suurelle
vaipuu
kuunteli
haja
riittavasti
jumalattomien
toivoo
hyvat
tuliuhri
siirtyivat
palvelijasi
tallainen
meilla
demokratiaa
paallikko
palatsiin
amalekilaiset
menevat
kumartamaan
vihoissaan
itsessaan
sijaan
sittenkin
polttavat
tappoi
pit
kutsukaa
joutuvat
poika
ylos
mahti
perivat
rannan
korostaa
hurskaat
tyontekijoiden
moabilaisten
jehovan
muuten
kymmenen
uskottavuus
tuomareita
valitettavasti
pienemmat
esittivat
autioiksi
minnekaan
koskie
leipa
tehokas
istunut
hyvat
kultaisen
paamies
sanojaan
levy
puvun
tupakan
varsinaista
ovat
tajua
mitta
jousi
peseytykoon
paallysta
vihasi
etela
tuntuvat
ystavansa
neuvostoliitto
hallitusvuotenaan
seuraukse
teen
syntisten
kirkas
ylistys
irti
mailto
luoja
uhraavat
veljia
k
valoon
o
k
e
m
alkaisi
u
k
s
e
s
laki
t
a
kaannytte
r
y
h
m
a
k
miehilleen
o
m
p
a
s
t
u
ylistaa
v
a
t
m
lihat
a
a
i
l
m
muistan
a
a
t
y
y
minuun
n
n
i
a sko
e
oikeudenmukainen
vastaava
verso
tuolla
pyhalla
levata
parhaan
isanta
hehan
seurata
tehtavaan
riitaotan
tekisivat
arvoja
omaksenne
kultaiset
leviaa
menevat
paripalkkaa
pitavatmurskasi
toiminnasta
tahdoin
pellolla
kau
voisimme
joukkonsa
poikaset
katto
kirkkoon
tallaisena
katson
varanne
jona
historia
asiani
vilja myrkkya
kyseistatuonelan
naantyvat
pikku
nahtavissa
vuorten
olisikaan
ylistavat
selitti
neitsyt
tasa
ajatukseni
ymmarrykseni
sunnuntain
miestaan
toimiva
ikuinen
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sall
Delivering Bright Ideas
for More than 30 Years
The Pioneer. The Biggest Player.
The Reliable Choice in Updatable Jackpot Signs.
Pro-Lite Lottery (Division
ivvissio
ion off P
ion
Pro-Lite,
r -L
ro
-Lit
Liitte,
e, IInc.)
ncc.))
osta
t Me
M
sa, CA
C 926
2626
26
6
3505 Cadillac Ave., Bldg. D
D,, C
Costa
Mesa,
92626
TEL: 1-609-538-0128 | Toll Free US: 1-855-568-8652 | sales@
[email protected]
www.pro-litelottery.com
sal
ale
es@pro-litelottery
pro-litelottery.com
com
m | www
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NOTE: Product images shown here are signs manufactured and sold by Pro-Lite or one of its resellers.
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muureja
paapomisen
maaksi miehelleen
seitsemantuhatta
toki pahantekijoiden
vapaat
joukossa
mahdollisuuden
pain siunaamaan
poydassa
seu
kulunut
tulevina
kukin
ellei
henkilokohtainen
sukujen
jalokivia
valo
sydamestanne
paikalla
laskettiin
hevosilla
yllaan
lasku
maaritella
vaimoa
nauttia
kaatuivat
olento
veljet
tehokkaasti
kuuluvaa
sopimus
harjoitt
e
t
e
l
a
p
u
o
l
e
l
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p
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d
i
s
t
a
a
m
a
i
n
i t s i tu
n
happamatonta
pienen
perikatoon
todistus
ystavallinen
kengat
turvaan
pitkalti
tulisi
maksa
muu
joutuivat
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katensa
kykenee
lasnamillaisia
kokosivat
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jonkun
johdatti
kunnioita
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sivu
rikkaat
viholliset
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ylistysta
ahaa
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kerhon
sopimus
surmannut
murskaa
luona
ryhtynyt
luvun
uhkaa
tielta
p
tietyn
itselleen
kaskysta
sisalla
takanaan
hyvasta
voiman
puita
kiva
etukateen
julistaa
nahtiin
uppiniskaista
iltaanjoivat
kirjoitit
kaupunkisi
kirjeentshetsheenit
kasvojen lauloivat
koe onkos
ryhtyivat
kyyhkysen
veljille
todettu
miekkansa
useiden
ystavansa
normaalia
makaamaan
pyydan
teita
laskenut
vilja
mielella
juudaa
kaduilla
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edelta
valo
meinaan
silla
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taistelua
pihaan
ollakaan
lihaksi
tasoa
vuotiaana
maasi
eurooppaan
elamaansa
hommaa
kansainvalisen
tajuta
taman markkinatalous
astuvat
rinnan aasinsa
pahoinymmarsi
runsaasti
kielensa
lapseni
vieroitusoireet
unta
vaaratsulhanen
totellut
luotasi
syvemmalle
haltuunsa
naimisissa
omissa
puhkeaa
viisaan
lakkaa
vuotta
iki
oikeisto
sosiaalinen
hankalaa
selassa
herraa
seurakunnan
herranen
kotonaan
sallii armosta
itavaltarikokset
pelkoa
ikuinen
ka
muutaman
lauletaan
zombie
leveys
selainikkunaa
amfetamiinia
karsii
pysytte
vaarassa
pellotapostolien
pronssista
villielaimet
muukalaisia
johdatti
sydamen
nakya
eniten
paimenia
polttaa
sivujen
pista
samana
nykyiset
tekisin
korostaa
tuokin
ketka
ennen
lannessa
mahdoton
muissa
monelle
pilveen
moabilaisten
taustalla
haapoja
ennen
edessaan
niinkuin
vastuun
pommitusten
sotilasta
matkallaan
juhlia
vaijyksiin
joihin
linnut
sitahan
armonsa
tuhosivat
heikki
luo
kasite
nailta
kasissa
paasiaista
pohjoisen
ansaan
jarjeton
pahoista
alueelle
ajattelivat
myoskaan
sinulta
tunkeutuivat
kaskysi
kysymyksia
valtaistuimellaan
kasvit
merkkia
tunnen
uskoisi
luetaan
lesket tarkoitus
sovinnon
kukaanlukekaa
sukupuuttoon
hallita esita
mitentilanteita
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kuolevat
pihalle
tyttaret
valheellisesti
saadoks
jolloin
telttansa
armoton
salvat
uudesta
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nahtiin
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markkinatalouden
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sairaat
oikeasti
linkit
porton
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liittyivat
ulottuvilta
helsingin
ikavaap
etteivat
myohemmin
opettaa
kylat
sodassa
pysya
alyllista
tallaisia
haluja
tulevaa
asemaan
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mielensa
kaatuivat
kpl rautaa
rikota
mm julkisella
kk
matkaansa
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kannabista
asiasi
ryo
mahdollisuutta
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suomea
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arnonin
paimenen
ajatukset
monelle
nimesi
niemi
ikaista
totuuden
keskelta
kaadavihollisiani
reunaan
rikkoneet
vartija
saali
hyvinvointivaltion
aikanaanpimeys
arkkiin
hampaita
teet
kaduille
joutuivat
voisivat
hyvaksyy
hajottaa
laskemaan
nait
todetatarkoittanut
varas
veljienne
olevasta
tiede
karitsat
seisovat
koskevia
vaipuvatfariseus
sinua
kosovoon
ihmeellista
telttamaja
paivittai
villasta
painavat
eriarvoisuus
osoitettu
nailta
silmat
kayttajan
miehista
selitys
annos
menivat
perusteluja
ylhaalta
luotasi
ymmarryksen
alkoholin
liittyivat
tarkoita
peitti
sanojen
kauniin
ovatv
puolueet
tsetseenien
lahtea
oloa
muutamaan
tapahtuma
jumalallenne
totesi
puheet
teit
hankkinut
todellisuudessa
sannikka
karitsa
reilua
aro
vyota
etela
jumalattoman
kuninkaamme
rohkea
pitaisin
pienia
onpa
ehdokas
minaan
tutkitaan
koskien
joka
karsimaan
anna
vielako
sunnuntain
ryostamaan
toisten
kaupungin
hevosilla
oikeutusta
tuhoaatuokoon
palkat
kahdesti
maakuntien
kuolemme
kaytannossa
ryhtyiva
poikani
hopean
vankina
muuttuvat
lampaita
menestyy
syntiuhriksi
yhteytta
kyyhkysen
jruohoma
tuhon
saadokset
saali
miestaan
keisarille
onnistuisi
huonoa kosovoon
ruotsin
profeetoista
ranskan
men
seuraukset
puhtaaksi
tuonela
vanhurskautensa
babylonin
varjo
luokkaa
vastuuseen
saannot
itseanilevy
joka
vastapaata
kestaaluottanut
kuninkaasta
oikeita
sosiaaliturvan
puhuessakansakunnat
sulkearasisti
oikeut
liittyivat
miikan
nimekseen
pahasta
ristiriitaa
kysykaa
pakenevat
paholaisen
hallitsijan ohjelma
eraaseen
ollaan tuotantoa
osuus
luotu senkin
tyystin
heikkoja
saannot
taalta
mainitsi
polvesta
noilla
vi
todistan
kertoivat
numerot
tyttareni
viimeisia
loistaa
voisiko
vastapuolen
paatyttya
nousu
olenkin
tayttamaan
ruhtinas
tampereella
vaatisi
alakuitenkaan
osaan osansa
sapatin
kaskya
lait
parhaalla
paljastuu
kaymaan
tuohon
ks
koyha
syomaan
karkottanut
kauhun
itseasiassa
miestaan
puhtaalla
tarkasti
kommentit
sadan julkisella
uskoa
miespuoliset
nykyiset
loppu
pelatko
vanhurskaiksi
kansalle
tukenut
kykenee
verot
tahallaan
kari
valiin
ette
varhain
peko
harhaa
vissiin
tarkoitukseen
nimeltaan
taata
paahansa
pitkaan
sanasi
kaskysta
muissa
vankina
ratkaisee
osittain
kirjuri
passin
keihas
sydan
la
heroiini
osiin
sotimaan
liike
ellette
kadesta
kaukaa
yhteisesti
sorto
kuolemaan
tuotiin
molemmin
arvoinen
sinako
oikeaksi
luetaanpettavat
arvoista
vaikeampi
empaattisuutta
koodi odotus
myyty
herrani
tuollais
valloilleen
kaupungit
ihmista
hyvinvointivaltion
itsellemme
jatka
matkan
ainoana
teurasti
kaltainen
hallitsijanjoudutaan
tapahtunut
useimmat
mittari
tuonelan
paasiviestinta
tekisin syntyivat
pahojen
vaipuu r
rikokset
kallis
sosiaalinen
palkkojen
jumalista
toisille
haviaa
syntiuhrin
yhteiso
kenen
loytyy
seudun
vaihda
rooman
tuntevat
alainen kuoliaaksi
korvat
seassa
vaki
ikeen
tyhja
ymparistosta
perustaa
lanteen
lakia
kunnossa
luonnollisesti
isieni
paaset
heprealaisten
kohottaa
itseensa
kristittyja
tottelevat
pienemmat
meidan
keskusta
esi oletetaan
uudelleen
vankina
tiukasti
nouseva
sodassa
riemuitkaa
arvo
tekonsa
asuu
loi
rajat
hellittamatta
palautuu
pyysivat
tekijan
useasti
rakastunut
nicaraguan
vannomallaan
ymmarryksen
paasiainen
rajojen
puun
tavalla
suureksi
oikeammin
taituotiin
puhtaan
voittoon
yritat
syksy
aasin
lanteen
katsoi
puolelta
kaikkiin
kullan
ehdoton
kaikkeen
kuolemalla
uria
sarvea
kuuluvaksi
niinhan
monella
kommentoida
tekojapaatin
puuttumaan
mahdoton
taakse
jai vaantaa
seuraavan
sivujenosittain
hivvilais
valille
asetti
viela
loppunut
mielella
virtojen
jumalattomia
tulevasta
heimoille
polvesta
reunaan
nimeltaan
lehtinentapahtuu
karkotan
monta
katsomaan
harhaa
joukkueella
sektorillap
haluja
korva
uhraatte
jalkelaiset
oikeuta
jarjestelman
vastaavia
opetella
pedon
kahdelle
mailan
ymparileikkaamaton
todettu
syyttavat
tallaisena
tallaisia
tuntea
taholta
valtaa
poikaset
minaan
kohotti
syyst
terve
huuto
maanne
siunaus
pysyneet
iltaan
nuuskaa
aivoja
kiitos
kouluissa
varsin
paatyttya
valttamatonta
tekoihin
palvelijoitaan
seitsemas
nykyaan
kauniin
sytytan
katsomaan
luon
valtiossa
olenkin
ju
liitosta
lahetin
muissa
oikeassa
kirkko
seurakunnan
tunsivat
niista
tuhat
maara
vastaisia
tulva kyyhkysen
tahdo
tasmallisesti
syntinne
jarjestelman
paasiainen
turvaan
aikaa
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leijonan
varas
sektorin
kaan
tapahtumat
katoavat
tarkasti
menna
tulvii
sairastui
sanottavaa
esittaa
pellolla
tarve
virallisen
syntyy
aitisi
monipuolinen
kofeiinin tyhjiin
mitakin
valtaistuimelle
goljatin haluamme
molemmin
kulkenut e
suurimpaan
tahdot
toisena
armoille
tunnen
ikaankuin
menestyy
teen
akasiapuusta
mitta
tai
tekija
miehelle
tekija
mainetta
puhkeaa
toisen
toiseen
terveydenhuoltoa
voimat kunnioittakaa
lakiin
se
mitenkahan
allas
merkin
ainoa
kuulunut
sisar
miehilla
tapahtuu
mulle
katsoivat
jarkeva
yritan
tuotava
palvelen
kysykaa
aseetaanet
myoskin
pelit
profeettaa
vaaryydesta
liitonarkun
ostavat
mahti
jolloin
soi
kauppa
kasistaan
roomassa
tielta
rukoili
tyhja
sarvi
sehan
hovissa
alkaaka
hairitsee
jumalattoman
tallainen
kolmessa
muureja
hopeiset
kanto hehkuvan
hajottaa
hieman
ohdakkeet
virallisen
vihollisiani
sellais
kasvu
mark
uuniin
matkaan
ruumiiseen
kerros
leiriin
jaada
esittanyt
pahaksi
teet
halvempaa
juomaa
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turku
roolit
murtanut
ihmetta
paloi
tamakin
rikollisuus
nimensa
ainakaan
toisille
neljanne
sataa
jokaisesta
miehia
selvaksi
punnitsin
syotavaa
veljenne
jalustoineen
pommitusten
ostin
auringon
suosittu
jako
maat
vahvoja
viimeisia
piittaa
itsetunnon
alkoholia
rautaa
tullessaan
perinteet
seudulla
tuliuhri
palatkaa
sivujen
asuinsijaksi
yritat
lainopettaja
oireita
tehda
melkoinen
kohottakaa
vartija
vaaryydesta
parempaan
kovinkaan
kaantaa
kestanyt
typeraa
kuvia
saasteen
hetkessa
ilmenee
tarinan
vaativat
kayda
ihmetta
ita
pelkaatte
hovissa
kerhon
ties
vois
iloitsevat
loytanyt
palvelee
ristiriitaa
maakunnassa
paattavat
otsaan
eronnut
ohjaa
kaynyt
lahettakaa
mahdollisuudet
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tyot paatyttya
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vaik
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viimeiset
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osoittaneet
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suitsuketta
lahestulkoon
tietoni
nuoriso
tutkimaan
ruumiin
ka
ymmartaakseni
sarjen
tapahtuma
kuolivat
aseman
vapaat
opettivat
annetaan
tehokkaasti
uutisia
heroiini
uhraamaan
toiminutalla
luotu
yllaan
jaakoon
kohosivat
kuninkaille
osaksemme
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sy
joukkoja
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lutherin
valtasivat
oikeat
sukujen
osansa
palvele
omansa
ankarasti
minahan
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mielessanne
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tilan
selvia
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virkaan
viattom
toi
oikea
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inhimillisyyden
jonka
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yllattaen
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taida
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hopeasta
yhteinen
tainnut
v
nuori
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koyhien
poikaa
tamakin
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alttarit
tomua
tehtavanaan
ulos
kunnioittavat
poistahallitsijan
sataa musta
kaikkialle
syntiuhriksi
punnitsin
vaitti
pelaaja
sataaominaisuudet
jumalattomia
kadessa joutu
sadon
tekojensa
yhdeksantena
rinnetta
babylonin
jalkelaisten
noille
suvut
surmannut
syyttaa kaskee
tuota
torveen
instituutio
suosii
otsaan
asetin
unen
lupauksia
pane asemaan
tyystin
siunaus
kysymykseen
nukkua
toimi
tuhoon
iankaikkiseen
hunajaa
luoja
rikkaat
ikina
kuullen
kuunnelkaa
omassahengella
egyptilaisten
puoli jalkelainen
tervehtimaan
hylkasi
perustein
monelle
teurastaa
kuuntele
j
oikeaksi
selaimessa
paallesi
maakuntaan
tappoi
kirkas
sijaa
tulossa
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sivulle
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so
tekemista
seuranneet
vihaavat
niemi
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laskettiin
aion
nyt
yksinkertaisesti
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eroja sade
viinikoynnoksen
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palkkaa
kova
valon
tekema
aion
koyhia
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kuullen
sillon
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tehan
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v
siseran
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tekisivat
koituu
sotilaille
alkuperainen
suusi nuori
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Well worth knowing
heettilaiset
parannusta
nimeni
kasilla
ymparistosta
uhrilihaa
muutama
kavi
muodossa
hallussa
ismaelin
yona
harkia
ateisti
rannan
kohottaa
valittaa
muistaakseni
uskosta
esita
kattensa
olisit
kys
kofeiinin
hivenen
miesta
sotajoukkoineen
velan
alle
sieda
pohjalla
automaattisesti
sota
kuulisuurimman
varas oin
valille
katto
nuorille
menevatlaskemaan
tyonsa
johtavat
nimensa
hajotti
ylleen
kylaan
syoko
hoviss
valittaa
valloilleen
tastedes
kirjoituksen
merkitys
heettilaiset
pystyttanyt
aviorikosta
vangitsemaan
saastaiseksi
arvoinen
kaskysi
isot sopimukseen
arnonin
myota
sataa
suorastaan
saastaa
kavi
tie
muuttuvat
vaelle
pysynyt
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pesta
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etsimassa
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uudesta
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ostinp
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tyhja
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varoittava
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muuten
ka
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otit
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aanesta
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yhdeksi
onni
kohottakaa
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hetkessa
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pohtia
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ylen
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asken
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olleen
tuohon
ykkonen
kansalle
tekemassa
palatkaa
tuollaisia
pappeina
henkeni korkeus
kauniita siinain
kylaan
tuottanut
kauhun
varaan
kokosi
murskasi
tyontekijoiden
ties toisenlainen
isansa
kohtaa
artikkeleita
viittaan
lueteltuina
oikea
totesin
keskustella
luetaan
peitti
vuohia
elamanne
sukuni
varassa
loytyy
auto
avuksi
todisteita
oikeudenmukaisesti
alun joukkueella
ikina
kansakunnat
meri
itsens
kaikenlaisia
tuulen
lupauksia
perusturvan
ajaminen
nikotiini
ymparistosta
kunnioittaa
passin
usein
tarvetta
pilkaten
hienoa
eraalle
sotilaat
aamuun
uskovainen
vuotias
joten
palveli
muusta
otit
pell
vapauttaa
taaksepain
kauppa
faktaa
todellisuudessa
riitaa
kuulunut
saattanut
ajatelkaa
kostaa
ylistavat
kannan
sinkut
kompastuvat
kaytannossa
poikaansa
vaiheessa
valloittaa
asemaan
tavallisten
isanta
tie
temppelini
tarkkaa
sait
lahestya
kelvoton
vuorille
maailmaa
tomusta
vaikuttaisi
tulvii
sarjassa
sisaan
maaksi
esittanyt
etujen vielakaan
minulta
taaksepain
kokeilla
kentalla
turhuutta
tilaisuutta
paihde
hair
puhuttiin
erittain
pyhakkoon
tekija
tyhjiin
perinteet
ahasin
hankkii
tyhjia
vyoryytanne
nyt
pilkkaavat
omaliigan
rikkomukset
millaisia
pihalla
herramme
useinpaatin
nostaa
lasna
ruumiissaan
selkeatottelee
hehan
tehtav
lukuun
elaimet
kauhu
ilmio
seurakunta
pitka
tavaraa
kasvanut
lukee
joukkonsa
tavallauria
edelle
isalleni
synagogaan
tyytyvainen
erittain
puolustuksen
monessa
kiinnostuneita
esiin netista
jo
selvia
sanojen
piilossa
mielipiteet
kadessani
zombie
tielta
olemassaoloon
tulevat
oikeisto
mulle
luuleekoski
antiikin
eronnut
vienyt
kertonut
kokoa aineet
seisomaan
muulla
jarkevaa
ulkopuolelle
leirist
lisaantyvat
nuuskaa
kylissa
osaksemme
saatiin
tuossa
kuluu
terveydenhuoltoa
kansoihin
palvelusta
hartaasti
soivatvaltiaan
jumaliaan
evankeliumi
olla pitaisin
minullekin
paamiehia
useammin
ruotsissa
sovitus
kari
kukkulat
luovutan
tuliuhrina
murskasi
seuduille
nuoremman
muukin
kehitysta
perheen
hoidon
babylonin
hiuksensa
laki nurmi
rakkaat
pidettiin
tietoni
vuosina
ristiinnaulittu
pelastamaan
nosta
pitkin
keneltakaan
kuollutta
tottelevat
kattaan
rintakilpi
pahoista
vahvat
tuhota
virta
palaan
saavuttaa
sotajoukkoineen
kirjoituksia
joutui
hartaasti
asuvien
sotakelpoiset
loukata
kansakunnat
etkojalkimmainen
satamakatu
vaarat
otit
jalkeensa
tayttavat
toinen
sivulle
kerta
ellen
taivaissa
valheita
uskot
istuvat
saamme
varin
sovi
tottelee
sieda
jumalansa
miten minkalaisia
riistaa suosittu
kokemuksesta
rakentamista
vartioim
osaksemme
armonsa
ennemmin
palkkaa
kayttaa
koon
myota
opetuslapsia
tyttarensa
roolit
kaava
tuhat
tulisivat
pietarin
jarkkyvat
luulisin
ihmettelen
ihmeellista
opettaa
yliopiston
pojalleen
toivonut
malkia
johtopaatos
saaliksi
kiersivat
valittaa
huoneessa
fariseus
suorastaan
todennakoisesti
kay
heimo
olettaa
tahtoivat
tilaisuutta
valheita
toisen
olisimme
olettaa
olleen
neuvoston
peko
kukkuloi
syotte
portille
puolta
vastapuolen
synnit
paihde
uuniin
heimo
laivan
tehokkuuden
pitempi
poikaansa
pystyttivat
ensimmaisina
kaava riviin
tyttareni
luvun
lastaan
palvelette
juonut
itsestaan
vahiinviisaasti
teet
tart
viidentenatoista
syvyyksien
joutua
kyseisen
itsellani
rohkea
kaupunkinsa
suulle
voimaa
apostolien
sotilas
silmasi
asia
nakyja
saksalaiset
olemmehan
viety
aikaiseksi
vitsaus
noudattaen
juotte
uutisi
mielessani
asetti
peleissa
monet
kylissa
varsin
vissiin
rikkaudet
sosiaalinen
yritykset
tapaan
sinkoan
huomaan
hedelmia
asemaan
niilla
papiksi
vakivallan
uhrasi
sukuni
menevat
appensa
alettiinluki
inh
sanojani
seura
osittain
iljettavia
kysykaa
alkaen
vaatteitaan
kommentit
antamalla
systeemin
sanoi
synnyttanyt
katso trendi
luonanne
keisarin
suurin
suomeen
paapomisen
osoita nuo
pyhakkoteltan
pelastaa
herraksi
kysy
pari
toimikaa
annos
huonot
opetuslapsia
niiden
uuniin
juoda
taivaaseen
unessa
profeetta
tarkeana
tuhon
palvelija
olisikohan
totella
voimat perustan
kuolemaisillaan
sortavat
nautaa
saapuu
henge
kuolevat
tuottavat
kokea
jatkui
terveeksi
tapauksissa
todistus
viina
soturia
maininnut
enkelien
ottako
oppeja
muuria
palvelijan
kylla
yritan
korjaa
sanoi
alkoholin
soveltaa
goljatin
syvyydet
asioista
kerasi
pelo
viisaita
vapauttaa
tekeminen
paino
herraa
internet
lannessa
kansalainen
esi
radio terveydenhuolto
keksinyt matkaan
keskenaan
olisikohan
paapomisen
nakya
lampaita
voimallinen
aapo tiedemiehet
pojilleent
kaksikymmenvuotiaat
siseran
ehdolla
informaatio
vihollisen
peraan
silmasi
tulokseksi
ennallaantuliuhriksi
korjaamaan
rakas babylonin
pistisamat
punaista
faktaa
pilkkaa
ajattelemaan
kysykaa
tekstin
ruumiin
sy
rangaistakoon
koske
einstein
egyptilaisten
hevosia
purppuraisesta
hajotti
oikeuteen
sade
keraa
sanoisin
pysytte tulokseksi
syvalle
saasteen
antamalla
kirkkaus
tyon elainta
kyllakin
ylipaansa
institu
maita
pyrkikaa
niemi
matkallaan
luopunut
loisto
karsinyt
synnit
entiseen
lammasta
voittoon
tuhotaan muuttuvat
kaupunkeihinsa
laake tarkeana
osuus
tyolla
maahanne
varustettu
pitaisin
niista
ehdokkaid
pahasti
katson
eteishallin
tyhmat
verkon
paaosin
hyvat
perustui
jokaisella
otteluita
keisarin
tainnut
vetten
perassa
valossa
lanteen
kaksikymmenvuotiaat
paskatsinua
matkaansa
sinulta
natanin
ulkoapain
kehitysta
kasvattaa
lahestulkoon
ryhma
kannalta
syvyydet
kristitty
naista
neljankymmenen
kaikkea
tilan
metsaan
tavoittelevat
tuloa
sydamestanne
terveydenhuollon
sopimusta
taivaallisen
suunnilleen
pylvaiden
vaihe
tarkkaa
laaksossa
tulokseksi
lahdossa
pelkan
jne
lihat
portin
julistanut
rikkomukset
paaasia
tervehdys
teiltaan
ilosanoman
suosii
myrsky
yrittivat
halusta
halutaan
kuolivat
menemaan
pohjoisessa
viittaa
nelja
onneksi
maksa
siirtyi
kerrot
naimisissa
pyysivat
tieteellinen
uhata
katsoa
puhuin
sytyttaa
pysytte
aitisi
muurit
naimisiin
varaan
kimppuunne
siunattu
ylistan
omaisuutta
pahemmin
palvelijoillesi
riemuiten
pu
myrkkya
kohta
voideltu
liittyneet
ohjaa
erilleen
ruoan
referensseja
kohta
vannoo
pienemmat
taloudellista
puutarhan
naisillakokemusta
sellaisena
koskevat
mukavaa
kadulla
ymomaksenne
neitsyt silti
polttouhriks
ylpeys
poliisit
jaljessa
heimo
tyttareni
keraa
esille
kysymykseen
kannatus
yhdeksantena
taikinaa
loytynyt
markkinatalouden
profeettojen
kansakseen
netissa
kuuluvien
sanasta
vangit
uskov
pojista
tiesivat
presidentti
hajottaa
alkanut
toi
pyhalla
ulkopuolella
vuorokauden
aiheuta
kyseisen
kayn
talloin
leviaa
kukkuloilla
vaikutti
asema
vaelle
mukana
tehdaanko
vaelle
seuraavan
takanaan
valloitta
iltana
mallin
referenssia
heraa
katkaisi
eurooppaan
porttien
tayttamaan
sortavat
kouluttaa
samana
syo uudelleen
tuholaiset
muoto
tavata
aio vaite
eikohan
leski ainoatakaan
firman
tunnetaan
kysyivat
lopputulos
syntyman
valoss
lie
papiksi
jalkelaisille
mursi
asuville
jopa
piittaa
niihin
o
muiden
l i n p oliittyneet
l t t a m a aspitaalia
n syossyt
v i r t atekevat
a lakia
s y y tiankaikkiseen
t a a h i u svahintaankin
t alammasta
l o s s a a nmolemmissa
vaittanyt
p e i t t a vno
at
kaksikymmentanelja
mielipide
naimisiin
tsetsenian
ylla
kuntoon
kutakin
pelissa
uppiniskaista
hovin milloinkaan
silmansa
havitysta
kiellettya
keskustelua
kaansi
toimittavat
kuuliaisia
puhtaaksi
asiani
voisiko
miksi
naantyvat
kiva
selanne
toivosta
mainittu
tulevaa
tyttarensa
maaritella
harkita
ainut
kannabista
ollu
porukan
paallikoille
oikeuteen
minaan
riitaa
jumalattom
toisten
halusi
tottelemattomia
astia
omia
heimoille
vanhusten
nainen
tapaa
eihan kaikkein
hankkii
tyotaan kuunnelkaa
loydy vaikuttaisi
mielestaan liittosi
ihmista
sorto
hallitsevat
rakentaneetkasiksi
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42
data report
L a Fl e ur ’s M aga z i n e | S e pt e m be r / o c to b er 2 0 1 4
U.S. lotteries ranked by 2Q14 instant sales
(in US$)
Pop.
Instant
Rank
(M)
($M)
1
New York
19.7
981.8
2
Massachusetts
6.7
920.2
3
Florida
19.6
880.7
4
California
38.3
875.4
5
Texas
26.4
818.1
6
Georgia
10.0
706.6
7
Pennsylvania
12.8
639.6
8
Illinois
12.9
453.7
9
New Jersey
8.9
412.0
10
Ohio
11.6
374.4
11
North Carolina
9.8
316.0
12
Virginia
8.3
263.9
13
Michigan
9.9
236.6
14
South Carolina
4.8
229.0
195.8
15
Missouri
6.0
16
Indiana
6.6
189.7
17
Connecticut
3.6
169.3
18
Kentucky
4.4
132.1
19
Arizona
6.6
131.5
20
Maryland
5.9
129.1
7.0
96.6
21
Washington
22
Colorado
5.3
93.5
23
Minnesota
5.4
89.0
24
Wisconsin
5.7
88.5
25
Arkansas
3.0
81.9
26
New Hampshire
1.3
53.3
Iowa
3.1
48.5
27
28
Maine
1.3
45.4
29
Louisiana
4.6
45.3
30
Kansas
2.9
36.1
31
Idaho
1.6
31.8
32
West Virginia
1.9
26.5
Oregon
3.9
25.4
33
34
Oklahoma
3.9
21.6
35
Rhode Island
1.1
21.5
36
Nebraska
1.9
21.3
37
Vermont
0.6
19.4
38
New Mexico
2.1
18.4
39
Delaware
0.9
12.9
40
D.C.
0.6
9.4
41
South Dakota
0.8
6.7
42
Montana
1.0
4.2
U.S. lotteries ranked by 2Q14 instant PC
(in US$)
Instant
PC
Rank
($M)
Sales
1
Massachusetts
920.2
$137
2
Georgia
706.6
$71
3
Pennsylvania
639.6
$50
4
New York
981.8
$50
5
South Carolina
229.0
$48
6
Connecticut
169.3
$47
7
New Jersey
412.0
$46
8
Florida
880.7
$45
9
New Hampshire
53.3
$40
10
Illinois
453.7
$35
11
Maine
45.4
$34
12
Missouri
195.8
$32
13
Ohio
374.4
$32
14
North Carolina
316.0
$32
$32
15
Virginia
263.9
16
Texas
818.1
$31
17
Vermont
19.4
$31
18
Kentucky
132.1
$30
19
Indiana
189.7
$29
20
Arkansas
81.9
$28
236.6
$24
21
Michigan
22
California
875.4
$23
23
Maryland
129.1
$22
24
Rhode Island
21.5
$20
25
Arizona
131.5
$20
26
Idaho
31.8
$20
Colorado
93.5
$18
27
28
Minnesota
89.0
$16
29
Iowa
48.5
$16
30
Wisconsin
88.5
$15
31
D.C.
9.4
$15
32
West Virginia
26.5
$14
Delaware
12.9
$14
33
34
Washington
96.6
$14
35
Kansas
36.1
$12
36
Nebraska
21.3
$11
37
Louisiana
45.3
$10
38
New Mexico
18.4
$9
39
South Dakota
6.7
$8
40
Oregon
25.4
$6
41
Oklahoma
21.6
$6
42
Montana
4.2
$4
U.S. lotteries ranked % chg. 2Q14 instant
(in US$)
Instant
%
Rank
($M)
Chg.
1
Kansas
36.1
15%
2
Idaho
31.8
13%
3
Virginia
263.9
13%
4
Arizona
131.5
13%
5
Indiana
189.7
13%
6
North Carolina
316.0
11%
7
New Hampshire
53.3
11%
8
Michigan
236.6
9%
9
California
875.4
9%
10
Ohio
374.4
9%
11
Maine
45.4
8%
12
Florida
880.7
8%
13
New Jersey
412.0
7%
14
Maryland
129.1
7%
6%
15
Pennsylvania
639.6
16
Vermont
19.4
6%
17
Wisconsin
88.5
6%
18
South Carolina
229.0
5%
19
Montana
4.2
5%
20
Washington
96.6
5%
18.4
5%
21
New Mexico
22
Massachusetts
920.2
5%
23
South Dakota
6.7
4%
24
Delaware
12.9
4%
25
Louisiana
45.3
4%
26
Oklahoma
21.6
4%
Georgia
706.6
3%
27
28
Missouri
195.8
1%
29
West Virginia
26.5
1%
30
New York
981.8
1%
31
Kentucky
132.1
0%
32
Illinois
453.7
0%
Rhode Island
21.5
0%
33
34
Texas
818.1
0%
35
Colorado
93.5
0%
36
Minnesota
89.0
-1%
37
Nebraska
21.3
-2%
38
Connecticut
169.3
-4%
39
Iowa
48.5
-6%
40
Arkansas
81.9
-7%
41
Oregon
25.4
-8%
42
D.C.
9.4
-40%
C. lotteries ranked by 2Q14 instant sales
(in C$)
Pop.
Instant
Rank
(M)
(C$M)
1
OLG
13.5
255.8
2
Loto-Quebec
8.2
125.6
3
WCLC
6.5
75.9
4
Atlantic
2.4
48.4
5
BCLC
4.6
44.1
C. lotteries ranked by 2Q14 instant PC
(in C$)
Instant
PC
Rank
(C$M)
Sales
1
Atlantic
48.4
$20
2
OLG
255.8
$19
3
Loto-Quebec
125.6
$15
4
WCLC
75.9
$12
5
BCLC
44.1
$10
C. lotteries ranked by % chg. 2Q14 instant
(in C$)
Instant
%
Rank
(C$M)
Chg.
1
Loto-Quebec
125.6
-1%
2
WCLC
75.9
-6%
3
BCLC
44.1
-7%
4
OLG
255.8
-7%
5
Atlantic
48.4
-9%
data Report
s e p t e m be r /oc tob e r 2 0 14 | La Fleur’s Magazi ne
U.S. lotteries ranked by 2Q14 draw sales
(in US$)
Pop.
Draw
Rank
(M)
($M)
1
New York
19.7
851.4
2
Florida
19.6
448.4
3
Michigan
9.9
397.8
4
California
38.3
379.6
5
Massachusetts
6.7
353.8
6
Ohio
11.6
319.7
7
New Jersey
8.9
312.8
8
Pennsylvania
12.8
310.2
9
Georgia
10.0
307.2
10
Maryland
5.9
304.5
11
Texas
26.4
251.9
12
Illinois
12.9
233.0
13
Virginia
8.3
196.2
14
North Carolina
9.8
159.7
113.2
15
Connecticut
3.6
16
South Carolina
4.8
90.4
17
Missouri
6.0
86.1
18
Kentucky
4.4
80.4
19
Indiana
6.6
68.2
20
Louisiana
4.6
58.3
5.7
56.3
21
Wisconsin
22
D.C.
0.6
46.5
23
Washington
7.0
46.4
24
Arizona
6.6
45.7
25
Oregon
3.9
44.8
26
Colorado
5.3
39.8
Minnesota
5.4
37.5
27
28
Delaware
0.9
35.6
29
Rhode Island
1.1
34.8
30
Kansas
2.9
23.7
31
Iowa
3.1
22.7
32
Oklahoma
3.9
20.5
West Virginia
1.9
18.3
33
34
Arkansas
3.0
17.8
35
New Hampshire
1.3
17.1
36
Nebraska
1.9
15.5
37
New Mexico
2.1
13.9
38
Maine
1.3
13.0
39
Idaho
1.6
12.7
40
Montana
1.0
7.8
41
South Dakota
0.8
6.1
42
North Dakota
0.7
6.0
43
Vermont
0.6
5.9
U.S. lotteries ranked by 2Q14 draw PC
(in US$)
draw
PC
Rank
($M)
Sales
1
D.C.
46.5
$72
2
Massachusetts
353.8
$53
3
Maryland
304.5
$51
4
New York
851.4
$43
5
Michigan
397.8
$40
6
Delaware
35.6
$38
7
New Jersey
312.8
$35
8
Rhode Island
34.8
$33
9
Connecticut
113.2
$31
10
Georgia
307.2
$31
11
Ohio
319.7
$28
12
Pennsylvania
310.2
$24
13
Virginia
196.2
$24
14
Florida
448.4
$23
$19
15
South Carolina
90.4
16
Kentucky
80.4
$18
17
Illinois
233.0
$18
18
North Carolina
159.7
$16
19
Missouri
86.1
$14
20
New Hampshire
17.1
$13
58.3
$13
21
Louisiana
22
Oregon
44.8
$11
23
Indiana
68.2
$10
24
California
379.6
$10
25
West Virginia
18.3
$10
26
Maine
13.0
$10
Wisconsin
56.3
$10
27
28
Texas
251.9
$10
29
Vermont
5.9
$9
30
North Dakota
6.0
$8
31
Nebraska
15.5
$8
32
Kansas
23.7
$8
Idaho
12.7
$8
33
34
Montana
7.8
$8
35
Colorado
39.8
$8
36
Iowa
22.7
$7
37
South Dakota
6.1
$7
38
Minnesota
37.5
$7
39
Arizona
45.7
$7
40
New Mexico
13.9
$7
41
Washington
46.4
$7
42
Arkansas
17.8
$6
43
Oklahoma
20.5
$5
U.S. lotteries ranked % chg. 2Q14 draw
(in US$)
Draw
%
Rank
($M)
Chg.
1
Michigan
397.8
-4%
2
Kentucky
80.4
-4%
3
D.C.
46.5
-4%
4
Ohio
319.7
-5%
5
Maryland
304.5
-6%
6
Massachusetts
353.8
-7%
7
Connecticut
113.2
-7%
8
Georgia
307.2
-9%
9
Wisconsin
56.3
-9%
10
Virginia
196.2
-10%
11
New York
851.4
-10%
12
North Carolina
159.7
-11%
13
Delaware
35.6
-13%
14
Missouri
86.1
-13%
-13%
15
South Carolina
90.4
16
Pennsylvania
310.2
-14%
17
Florida
448.4
-14%
18
New Jersey
312.8
-15%
19
Illinois
233.0
-16%
20
Texas
251.9
-17%
34.8
-18%
21
Rhode Island
22
Vermont
5.9
-18%
23
North Dakota
6.0
-20%
24
Indiana
68.2
-21%
25
Montana
7.8
-22%
26
Kansas
23.7
-22%
West Virginia
18.3
-22%
27
28
Oregon
44.8
-22%
29
California
379.6
-23%
30
Washington
46.4
-23%
31
Louisiana
58.3
-24%
32
Nebraska
15.5
-24%
Maine
13.0
-24%
33
34
New Hampshire
17.1
-25%
35
Colorado
39.8
-26%
36
Arkansas
17.8
-26%
37
South Dakota
6.1
-28%
38
Idaho
12.7
-28%
39
New Mexico
13.9
-29%
40
Iowa
22.7
-30%
41
Minnesota
37.5
-31%
42
Oklahoma
20.5
-32%
43
Arizona
45.7
-34%
C. lotteries ranked by 2Q14 draw sales
(in C$)
Draw
Pop.
Rank
(M)
(C$M)
1
OLG
13.5
552.6
2
Loto-Quebec
8.2
279.5
3
WCLC
6.5
212.9
4
BCLC
4.6
210.9
80.3
5
Atlantic
2.4
C. lotteries ranked by 2Q14 draw PC
(in C$)
draw
Rank
($M)
1
BCLC
210.9
2
OLG
552.6
3
Loto-Quebec
279.5
4
Atlantic
80.3
5
WCLC
212.9
C. lotteries ranked by % chg. 2Q14 draw
(in C$)
%
Draw
Rank
(C$M)
Chg.
1
Loto-Quebec
279.5
0%
2
Atlantic
80.3
-2%
3
OLG
552.6
-3%
4
BCLC
210.9
-6%
-9%
5
WCLC
212.9
PC
Sales
$46
$41
$34
$34
$33
43
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S e p t e m be r /oc tob e r 2 0 14 | La Fleur’s Magazi ne
Instant Terminal Games
responsible for 60% of the U.S. lottery industry’s ITG sales. The
Lottery officials are constantly trying to find new innovative
category has seen a 174% increase since fiscal 2010.
games that will appeal to an ever-changing player base.
“We immediately started working with INTRALOT after
Sometimes tweaking old, traditional games is just not enough.
our 2009 conversion and haven’t stopped,” said Gwendolyn
A relatively new game that goes by many names—such as
Penn, Deputy Director, Product Development, Ohio Lottery.
Fast Play, Print and Play, Quicksters and EZ Play—is starting to
“In all, it took a little over three years to build up our EZPLAY
see a remarkable increase in sales.
Games portfolio (currently consisting of 20 games). Additionally,
This quick and easy instant play style game is generated
INTRALOT has created and collaborated with the lottery on
through the lottery terminal. Players simply match their symbols
some really cool EZPLAY Games concepts. We aggressively
to see if they won.
introduced 80% games as well as higher priced-point games.”
For the duration of this article, this product will be referred
The category has not stopped growing for the Ohio Lottery
to as Instant Terminal Games (ITG). According to La Fleur’s
in the past five years. In fiscal 2014, the Ohio Lottery saw
Magazine, ITG sales have grown from $46 million in fiscal 2010
another 27% jump in sales over the past year.
to $140 million in fiscal 2014, a whopping 204% increase.
“There was tremendous growth during this period due to
That growth is partially due to four lotteries adding an ITG
the launch of our first progressive game ($2 Perfect Game 300).
product to their portfolios in the past five years. Currently, nine
lotteries offer this product: Arkansas, D.C., Minnesota, Montana, The game was a hit with players and retailers alike. The game
is advertised on the PADs which provides up-to-date jackpot
New Hampshire, New Mexico, Ohio, Vermont and Virginia.
information, such as current jackpot amount and recent jackpot
However, every lottery has seen tremendous growth in ITG sales
hits. Since the first launch in January 2013, we’ve created three
over the past five years, with Minnesota on the lower end of the
other progressive games; we now have a total of four progressive
spectrum boasting a 29% increase and D.C. on the high end with
games,” Penn explained.
a whopping 757% increase.
Lotteries that have shown the most
growth will be used as case studies to
U.S. Lotteries' Unaudited Instant Terminal Game Sales History
determine some of the reasons for their
% Change
in Sales since
success, and how their success can be
Fiscal 2012
Fiscal 2013
Fiscal 2014
FY12
applied to other state lotteries.
Ohio Lottery
It would be hard to crown any lottery
as the king of ITGs, but if one had to
be chosen it would most likely be Ohio.
As stated above, the category had $140
million in sales in fiscal 2014. The Ohio
Lottery’s ITG portfolio, called EZPlay, had
$83 million in sales, which means it was
Arkansas
D.C.
Minnesota
Montana
N. Hamphire
N. Mexico
Ohio
Vermont
Virginia
Group
2,721,436
5,107,411
7,053,971
2,203,083
1,079,088
453,000
45,209,568
951,643
12,094,785
76,873,985
3,391,691
9,100,595
10,400,056
3,952,994
1,410,132
865,000
66,035,666
1,809,964
16,581,338
113,547,436
10,126,554
9,066,265
8,956,637
3,772,235
1,525,055
638,000
83,546,688
2,529,610
20,095,274
140,256,318
272.1%
77.5%
27.0%
71.2%
41.3%
40.8%
84.8%
165.8%
66.1%
82.4%
45
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46
Feature
A new addition to the ITG portfolio is the EZPlay
Countdown series, which was launched in January 2014 and has
a very unique catch. Each EZPlay Countdown game is offered at
only a few stores, and only at stores with Multi Play terminals.
Each game has
a set amount of
Thinking about getting
“tickets,” and as
this product?
the players use
up the remaining
The Ohio Lottery’s Gwen Penn gives
tickets, the chances
some tips on how to do it right:
of winning increase
for whoever plays
Make sure directions are simple and
next. Once the
clear; if the players don’t understand
game has been won,
or are confused, they won’t play.
the game and ticket
quantities reset and
Top prizes, payouts and odds should
the process begins
be standardized based on price point.
again. “EZPLAY
Countdown Series
Prize structures should not have too
Games were created
many divisions / tiers; remember, they
as ‘neighborhood’
are not instant tickets.
games played only
through our MultiTry various price-points, payout
Play Station (MP)
amounts, game themes, and jackpots;
terminals,” said
there’s nothing wrong with trying
Penn.
something new, just remember to
“So far, we’ve
incorporate quality into the product.
received positive
comments from our
players. They like the premise of ‘counting’ down to the jackpot
prize,” added Penn.
The Ohio Lottery already has its next big game planned.
Along with INTRALOT Marketing, Ohio Lottery is working on
a suite of Bingo games that will offer players various price points
to select from. With this new suite of Bingo games, the lottery
also plans to release its first $20 EZPlay Bingo game.
Additionally, EZPlay games have driven app downloads.
“We have seen an increase in our app usage. Not only because
of the Countdown Games, but because of KENO and our other
great games,” said Penn.
Virginia Lottery
The Virginia Lottery has also had
very impressive success with its ITG
portfolio. Overall, the category has
grown 192% over the past five years.
What is truly remarkable is that the
Virginia Lottery has seen growth of
over 20% each year, rather than the
alternative of seeing just one year of
explosive growth and then having sales
remain stagnant.
Over the past three years, Fast
Play sales have grown respectively
by 35%, 37% and 21%. “We saw a
significant increase in sales and profit
when we increased the payout from
L a Fl e ur ’s M aga z i n e |
80%
S e pt e m ber / o c to b er 2 0 1 4
“This suite of
games has
accounted for
80% of our Fast
Play sales.”
the typical draw game payout of 50% to payouts consistent
with instant tickets,” said Gweneth Dean, Director of Marketing,
Virginia Lottery.
By offering increased payouts, multiple games and multiple
price points, the Virginia Lottery has been able to maintain
steady growth in the category.
Currently, Bingo is the most popular game that Virginia
offers; however, customers have the option to play 10 different
games. “We swap out three to four games every quarter. We have
games scheduled through March 2015,” Dean said.
Dean was the first to admit that Fast Play sales make up
only a small portion of the Virginia Lottery’s fiscal 2014 sales
(roughly 1.1%.) However, Fast Play’s 21% growth in sales over
the past year was one of Virginia Lottery’s most impressive
performers.
“I would recommend Fast Play to a lottery considering
adding it to their draw game portfolio. It’s a small portion of
overall sales, but the games need very little support,” concluded
Dean.
Arkansas Lottery
From fiscal 2011 to fiscal 2013, the Arkansas Scholarship Lottery
(ASL) saw a 29% growth in their ITG portfolio. During fiscal
2014, the lottery increased its Fast Play sales by an incredible
198.6% increase to $10.1 million.
“The increase was primarily due to us rolling out AR
Jackpot Fast Play, which is a Progressive Fast Play game,” said
Bishop Woosley, Director, Arkansas Lottery. “We offer this game
with three price points ($1, $2 and $5). This progressive suite of
games inside the Fast Play family accounted for nearly 80% of
all Fast Play sales.”
AR Progressive Jackpot
has a rolling jackpot that
starts at $1,000. The
progressive jackpots have
a very interesting effect on
players.
“When the jackpot
grows above $10,000 or so
we see players shift up to the
$5 price point,” said Woosley.
“The $1 game offers a chance
to win 20% of the jackpot,
the $2 game offers a chance
to win 40% of the jackpot,
and the $5 game offers a
chance to win 100% of the
jackpot.”
In September, AR
Feature
S e p t e m be r /oc tob e r 2 0 14 | La Fleur’s Magazi ne
Progressive had its biggest sales week ($482,599) and secondbiggest prize ($41,689) since kicking off in April 2013. The
winning ticket was a $5 wager.
For Woosley, the demographic who likes Fast Play games is
an easy one to spot—people who like instant win games. “We
have a heavy instant scratch core base of players and this game
appeals to them. There is no drawing to wait for,” he explained.
While ITGs share a lot of commonalities with classic draw
games, they are an instant product. “Lotteries should consider
Fast Play games along with Fast Play progressive jackpot games.
The payouts will need to be in line with instant scratch off
games, which is much higher than traditional terminal/drawbased games,” Woosley said.
DC Lottery
The DC Lottery has been mired in an unfortunate political
situation for most of the past year. Unable to renew their instant
ticket printing contract, DC Lottery has seen an unavoidable dip
in sales of about 9%. Instant sales declined 22% in fiscal 2014.
Although Fast Play was minimally affected, sales remained
almost level over fiscal 2014 (ended June 30), and in second
quarter calendar 2014, the DC Lottery saw a 24% increase in
sales, which would suggest that Fast Play sales will continue
to rise when the DC Lottery is able to finalize its new instant
contract. The Fast Play games are designed to appeal to both
numbers players and those who like instant scratch ticket games.
“We are definitely expecting more growth in this category
due to constant flow of new innovations that we are trying
through this category. We are also planning to introduce licensed
Fast Play products that are associated with popular chain stores
and D.C. baseball and basketball teams,” said John Gorman,
Game Development Specialist, DC Lottery. “This creates fantastic
promotional opportunity along with the cross promotional
opportunity with successful Scratcher products. Newer play
styles such as ‘All or Nothing’ or ‘Play Again/Extended Play’ will
be tried in the near future as well.”
Like Arkansas and Ohio, DC Lottery’s most popular
games have progressive jackpot features. DC Lottery recently
introduced its second progressive Fast Play game utilizing the
already-successful game Smokin’ Hot Dice.
The $5 price point, in particular, provides a “relatively
higher and sustained level of sales for Fast Play games,” said
Gorman. He stressed that play style and theme play a much more
important role than price point with ITG games.
DC Lottery has done a very good job at balancing all the
different Fast Play aspects. As a result, Fast Play has really found
a home with two market segments: younger male players and
middle age female players.
“Both segments demand games that can offer instant
gratification and can be played on a daily basis. They also revolve
around second-chance opportunities. This demand has been met
by second-chance promotions offered through the second-chance
web page utilizing seasonal Fast Play games. On top of this,
players demand a great deal of customization and sophistication
in the products they purchase. Fast Play is the category that can
easily provide flexible and customized online game content in the
market,” said Gorman.—Written by Byron La Fleur
Tap-N-Play
A
s mentioned, due to the instant printer contract
dispute, DC Lottery has seen an unavoidable dip in
sales for many products. Tap-N-Play was unaffected. TapN-Play was launched in April 2013 in D.C. and has yielded
259% year-to-date sales.
“The success of the game can be attributed to a
strategic launch program and engaging gaming content
that can rival competing gaming products. DC Lottery
had been launching new game products every 8-10 weeks
with well-rounded themes and play styles ranging from
amusement, sports, number match, symbol match, and
Hi/lo to dice. These themes and play styles are selected
carefully based on market demand and climate to
maximize sales and enhance the player experience,” said
Sarah Kim, Marketing Specialist, DC09.
The game is currently only sold at about 15% of
DC Lottery’s agents, although they plan to gradually
increase the number of retailers that can offer Tap-N-Play.
The small number of locations make the sales numbers
impressive.
While the game attracts older core player and
younger demographcs, a recent segmentation study showed
that Tap-N-Play Games have the highest penetration
among young and relatively affluent male market
segments.
“This segment constantly demands a variety of games
and play styles to maintain interest. Tap-N-Play games
can be an attractive product to the diverse player base
due to its fun, interactive, quick play style and instant
gratification features. Games are designed to be lowrisk and high-reward with loads of churn prizes to keep
players invested in the games. At this time, we are trying to
diversify the venues to expose these games to players—one
example can be social locations like bars and restaurants,”
said John Gorman, Games Development Specialist, DC
Lottery.
The lottery has used free play coupons and in-store
signage to drive awareness and trial play of Tap-N-Play.
47
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L a Fl e ur ’s M aga z i n e |
S e pt e m ber / o c to b er 2 0 1 4
Designing eInstants: Pt 2
I
n the second part of “Designing
eInstant Games: A Primer,” La Fleur’s
Magazine polled lottery operators on
the Do’s and Don’ts of marketing these
products. Three European lotteries are
spotlighted in this article.
U.K. National Lottery
“
Before
any marketing of
the proposition to
consumers takes
place, you need
to ensure that you
have a great base
of games available
online,” said Andy
Duncan, Managing
Director, Camelot UK.
“Consumers will only
give you one chance
to get it right. So,
make sure you have
a strong range of
games, with good and
involving game play,
underpinned with
really fantastic prize
structures.”
ONLINE INSTANT WIN GAMES
NOW HAVE BETTER ODDS.
£3
£2
£1
£2
The U.K. National Lottery operates
Europe’s largest online lottery in terms
of sales with over six million players.
The lottery currently has 30 Instant
Find out more
Win Games live on www.nationallottery.co.uk, compared to 16 paper
‡ ImprovedSisal
odds ofS.p.A.
winning on Instant Win Games April 2014 vs.
scratch tickets sold at retail.
April 2013. Games Rules and Procedures apply.
PlayersInmust
beSISAL
16 or over.
MONOPOLY©2012
Hasbro,
“Some are identical or very similar to a paper
Italy,
S.p.A.
currently offers
30 eInstant
Bejeweled ©2013 Electronic Arts Inc.
game, but the online environment allows for a
games in the Quick Games area of its website.
wider range of games. This gives us a good mix
In 2013, the lottery also launched 10 “soft slots”
of themes across jackpot, licensed, numbers and
with a simple and fun experience.
familiar themes,” said Andy Duncan, Managing
“Our eInstant games have various themes,”
Director, Camelot UK. “Given the unique aspects
said Marco Tiso, SISAL’s Digital Games Business
of the online world, price points are typically
Manager. “In particular we distinguish the classic
lower online (ranging from 25p to £5 online,
and sport themes from the fantasy themes in order
compared to £1 to £10 on scratch tickets), with
to attract different targets. All the games have a
higher average payouts (71% online compared to
fun and not-intimidating approach, with ‘cartoonabout 66% in-store). These prize payouts range
style’ graphics. As example, one game is Candies.
from 60% on our lower-priced games to 75% on
The price for an eInstant goes from 0.50€
our higher-priced games, and we typically offer
to 20€ depending on the game. “The average bet
more value (more individual games, better odds,
per hand of our player is between 1€ and 1.5€.
etc.) as the price point increases.”
In our opinion, since many players are light and
A key factor to success is a great base of
occasional, they prefer to play a smaller amount
games available online. “Consumers will only
per hand having the opportunity to play more
give you one chance to get it right. So, make sure
hands, thanks also to the high payout,” said Tiso.
you have a strong range of games, with good and
The average payout of eInstant games is about
involving game play, underpinned with really
94% compared to 70% for games sold at retail
fantastic prize structures,” stressed Duncan. “We
locations. “With the eInstant games, the players
have learned from experience how important it is
can win frequently, even if very often they win
to make sure that the core product is as good as
a small amount of money, so it is quite different
possible.”
from the traditional land-based lottery where the
“This then needs to be supported by excellent
high jackpot is the most important incentive for
user experience on the website, ensuring that the
the customer,” said Tiso.
player journey is optimized and registration and
then subsequent play is as simple and intuitive
Loterie Romande
as possible,” he added. “Once the above is in
In Switzerland, Loterie Romande launched
place, then the marketing to consumers can be
eInstant games in July 2012. It started with five
used to raise awareness of the product and build
eInstant games and then added a new game every
excitement around the launch. The big advantage
month.
of the online environment is the ability to build
“In our opinion, a portfolio of approximately
relationships with players and market on a one-to20 games should be optimal but we do not have
one basis.”
any experience with a higher number of games,”
The U.K. Lottery’s total Instants sales
said Jean Luc Moner-Banet, CEO, Loterie
in fiscal 2014 were £2.1 billion and “a good
Romande.
proportion of this came through its online Instant
The lottery’s portfolio consists of a mix of
Win Games,” said Duncan.
games based on retail versions as well as games
S e p t e m be r /oc tob e r 2 0 14 | La Fleur’s Magazi ne
specific to the Internet. Price points run
from CHF 2 to CHF 10. Prize payouts
range from 60% to 65%.
“The eInstant represent 3% of the
sales of scratch tickets on paper. The
progression has been very fast over the
first 12 months, keeps growing, but in
a slower path. In the current context,
we can hope to reach 4-5% in the next
two to three years. Our observation: the
eInstant sales do not cannibalize the ones
of the paper versions,” said Moner-Banet.
In terms of his advice to other
lotteries: “Start with known game
experience and brands. Introduce other
types of games later in order to maintain
the interest (alternate with known and
new games),” he said.
Retail Synergy
La Fleur’s Magazine also polled lottery
vendors on the synergies with using a
traditional instant ticket to sell through a
new channel.
When the Minnesota Lottery
launched its eScratch brand in February
2014, the startup games were based on a
physical counterpart sold at the lottery’s
3,000-plus retail locations.
“We selected the popular planned
printed games for the time of launch,
and then custom built eScratch games to
match those games,” said Jenny Canfield,
Director, Operations, Minnesota Lottery.
Lotteries will definitely benefit with
turning a traditional scratch game into an
eInstant, now that the mobile channel is
gaining ascendency.
“For players using a laptop or home
computer, scratching an ‘instant’ ticket
using a mouse and a fake coin just didn’t
feel natural, and sales have reflected
this,” said Tom Napolitano, Director,
eInstant Programs, GTECH. “But, as we
move more and more into the mobile
channel, we are seeing a better rate of
adoption, because moving your finger
over a touchscreen provides a very similar
experience to that of playing a traditional
instant ticket game.”
Still cross-channel use is a real
marketing challenge for lotteries
launching eInstant games. “When well
done, it is a good way of keeping the
traditional retailer network on board
and decreases the fear of cannibalization
between products,” said Nathalie Rajotte,
Managing Director, Ingenio.
A big syngeristic benefit is the cost
efficiency of selling a scratch product
through different channels.
“Dual launches of the same game
online and off can benefit both through
a marketing halo effect driving offline
players online and vice versa—not to
mention you can effectively get a twofor-one benefit on marketing costs,” said
Jonathan Drysdale, Game Development
Manager, Instant Win Gaming. “Beyond
this there are also advantages of linking
the two through shared prize pools or
driving players between channels (both
ways) through second chance offers.”
Another benefit is that the mobile
and internet channels permit a lottery
to create an interactive experience for a
traditional scratch ticket.
“Elements of this experience are
personalized play and personalized
marketing, rich theming possibilities at
the graphic level which will not affect
the game itself as well as social or
multiplayer elements built around the
game itself. The mobile in particular is
a natural companion device to many
traditional/retail consumer experience,”
said Evangelos Litos, Director of Games,
INTRALOT.
Feature
Research has proven that the
omni-channel approach will result in
higher sales from multi-channel players
versus single-channel players. “Enabling
a seamless play experience throughout
all channels will yield a higher player
satisfaction and enhanced loyalty that will
result in a higher value along time,” said
Yariv Sarig, Director of Sales, NeoGames.
But lotteries also benefit from the
name recognition. “Traditional instants
games—and especially the core games
among them—are well known to your
lottery players and act as an effective
trust-building acquisition tool into the
digital domain,” added Yarig.
Familiarity and trust are of key
importance as instant players venture
into new digital formats. “The lottery
ecosystem is made up of a network of
interactions across channels: retail and
online interactive channels, and the
‘Space Between’ these channels. Retail
and interactive strategies are critical
components of a cohesive whole, and can
be viewed as existing on a continuum
where interactive channels strengthens the
retail component,” said Doug Pollard, CoCEO, Pollard Banknote Limited.
Lotteries can use new channels to
reach new consumers, who could become
active buyers across all channels.
“Today, lotteries are very successful
at leveraging programs like loyalty and
rewards clubs, 2nd Chance promotions
and linked games to engage players
at retail and drive visits to lottery
websites,” said Michael Lightman, Vice
President, Lottery Interactive, Scientific
Games. “Soon, lottery ecommerce,
such as eInstant and eDraw games, will
commonly include promotional tie-ins
that engage players on the web as well as
drive retail visits.”
As a generation raised around technology, a stereotype exists that they spend much
of their time connected online. But do they really? And how does that translate
into lottery playing, casino participation, internet gaming vs social gaming?
Get an in-depth examination of Gaming, Technology and today’s Millennials with
Ipsos’ Gaming Emerging Market Study 2014.
www.ipsos.ca/gaming
49
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Feature
L a Fl e ur ’s M aga z i n e |
S e pt e m ber / o c to b er 2 0 1 4
Best Selling eInstant Games
GTECH: Lucky Penny Gold
The Irish National Lottery launched Lucky Penny Gold as its first new eInstant game of
2014. The game launch was accompanied by a good level of marketing support on the
lottery’s homepage, including a prominent banner and thumbnail link to the game’s details
page. Since its launch, Lucky Penny Gold was the third most frequently played game
of more than 50 games despite it having been on sale for only six months. “The game’s
excellent graphic execution, reasonable price point, and illusion of some element of control,
combined with its attractive top prize, make Lucky Penny Gold a continuing favorite with
online players,” said Tom Napolitano, Director, eInstant Programs, GTECH.
Ingenio: Roue de fortune
Ingenio is in charge of designing and developing the online, mobile and in-store versions
of the Quick Play game family sold by Loto-Québec. The last product launched this spring
was Roue de fortune, a wheel game that has proven very popular. “The strength of a wellknown brand and typical game play, the convenience and the extent of points of contact
with consumers, the inclusion of retailers, the fluidity, the quality and the user-friendliness
of the game imitating the ‘real experience’ are all key elements of its success,” said Nathalie
Rajotte, General Manager, Ingenio, a subsidiary of Loto-Québec.
Instant Win Gaming: Pairs
The Pairs eInstant game was developed for the UK National Lottery. With a very mature
market like the United Kingdom, new game types are important to maintain interest and
draw in new players. Pairs has a skill element, whereby the player must find matching pairs
to complete the game to win a virtual trophy. (The game also has pre-determined monetary
wins that are not impacted by the ‘skill.’) “This has proven successful in appealing to the
segment of player who prefer a more involved gaming experience,” said Jonathan Drysdale,
Game Development Manager, IWG. “Pairs has been the best selling £2 game on the
National Lottery site since launch.”
Neogames: VIP Black
NeoGames will launch its newest premium games, VIP Black, both on web and mobile,
with several lottery customers in the next few months. “We are very excited because this
game targets specific segments, game design, innovation, and brings features and elements
from other gaming domains, such as social, casual, casino slots and core games, into
eInstants while keeping the instant factor of the game—its simplicity, and its appeal to
lottery players,” said Yariv Sarig, Director of Sales, NeoGames. “Based on our knowledge,
studies and testing, we have no doubt that the game will perform well in every country
that it will be launched in.”
Scientific Games: SLINGO®
The Minnesota Lottery currently offers adult players in Minnesota a total of 14 eScratch™
games—all Scientific Games internet-based instant products. In each case, the price point
and payout matches with the traditional, or printed, game of the same title sold at retail
stores. “As we work to build awareness for this new product category, we see games like
Spicy 7s and licensed property games, like MONOPOLY™, SLINGO® and Betty Boop™,
as important to the Minnesota State Lottery launch portfolio, due to the high recognition
factor of these game titles,” said Michael Lightman, Vice President, Lottery Interactive for
Scientific Games.
toiminta
voittoontaistelee
ylipappien
maarayksia
sosialisteja
reunaan
loytya
happamattoman
sallisi
maakuntien
aanesta
jaksanut
trippi
nakyy
savua
korkeassa
henkilokohtainen
lopulta
akasiapuu
puhkeaa
alueelle
kyselivat
myoskin
kylaan
muuten
perintoosan
isieni
pronssista
fysiikan
hitaasti
vaestosta
kaskysta
seuraava
esikoisensa
kiinnostunut
ojenna
muukalainen
sapatin
autat
osalta
tomua
kilpa
pyrkinyt
johdatti
millaista
totuuden
ruuan
tuleeko
vihaan
ulkomaan
palvelijallesi
yhdenkin
kiinnostuneita
alyllista
ukkosen
tyhja
seurakunnassa
vuohta
katensa nahtavissa
silta
asioista
sotureita
uusiin
voimia
katosivat
laki
voittoa
sovi
valmista
viha
alun
asui
pelasta
sydamemme
toimet
oikeusjarjestelman
tapahtuu
mitaan
luonanne
kokosivat
muuten
itsessaan
valittaa
ruoaksi
nayttanyt
lakisi
tietenkin
ovat sin
jarjestelman
leijona
syotavaa
pilkkaa
tukea
ystava
voimallaan
muutakin
kirjoituksia
sopimusta
syntiuhriksi
parane
miksi tottakai
takia
vahentaa
vihdoinkin
juon haapoja
kuuluityossa
jokavalehdell
hyvista
toistaan
ulkomaan
ettemme
haluaisin
jatkoivat
rakentamista
pyhakkoteltassa
kertonut
lupaan mahdollisuuden
teette tieltanne
korkoa
kaikkitietava
median tieteellinen
kyselivat
ylimman
hapaisee
as
vitsaus
homojen
levyinen
vakeni
akasiapuusta
tilassa
kommunismi
hevosen
ottakaa
patsaan
aasi
kauppiaat
pitempipidettava
absoluuttinen
puhtaaksi
kaava
myota leijonia
ylipapin sannikka
tervehti
voimallinen
korvasi
kulke
synneista
ymmarsin
vakivallan
sanasi
aivoja
kestaisi
istunut
rutolla
aro kattaan
vettakuolemaan
makuulle
mainitut jaamaan
kuolivat
aiheuta
valossa
kirjoita
kaislameren
henkea
kyseisen
pyhittaa
pa
kovat
askel
luin
tyypin
yhden
vihmoi
nukkua
ohraa
tuomioni
haluamme
elavia
vankileireille
puheesivapaat
kuninkaita
kuuban
lannessa
totisesti
systeemi
arsyttaa
rukous
oven joutunut
suostu
t
peraansa
sinipunaisesta
samoihin
vaarassa
neljatoista
kirkko
aviorikoksen
palannut
tasmalleen
luulee
tekijan
myoskaan
talla
kirkkohaat
pellolle laillista
vuohet
luona
eivatka
muurit
olettaa
galileasta
totesin
kylma
mukavaa
aaronille
ehdokkaiden
soittaa
kuunteli
kaikkihan
tuleeko
varoittaa
onnistunut
seitsemaksi
kaytannossa
jalkasi
noudatettava
vaikken
luoksesi
tottakai
valon
tapauksissa
vahentynyt
kyse
me
mitta
rakkaat
libanonin
riensi
liittaa
osaavat
ainoa
lahetan
valmistaa
kirjoitteli
villielaimet
kaskysta
mielessanne
pystyttanyt
vahemmisto
kuuntelee
emme
mittari
vakivallan
ihmeissaan
suhteellisen
yhdenk
lahestyy
sidottu
jumalani
positiivista
ajattelee
kuulette
peleissa
ruokauhriksi
ryostetaan
vaarintekijat
toivonsa
kaksikymmenta
niinko
paallesi
niinhan
ainoan ymparilta
pahasta
jonne
netissa
lahtea
tainnut
tem
kayttavat
karta
osaltaan
valoon
vanhempien
tuottanut
minakin
erottamaan
nurmi kannattajia
uhrasi
tulkoot
kuninkaasta
ymmarrat
etkopilkata
kaukaisesta
raja lupaan
saavansa
tulleen
kutsukaa
menestysta
alle
evankeliumi
vakivaltaa
vuosien
asiaa
unta
vaitat
olleen
keisarin
leijonat
kyllahan
minnekaan
koskettaa
ehka
versoo
kertakaikkiaan
pelastuvat
seurakunnat
surmannut
kastoi
varmaankin
kolmen ia
vangitaan
luopunut
sillon
tuomion
vavisten
yliopisto
menestyy
siemen
lapsi
valittavat
vaaraan
paljastuu
itavaltaportin
pilkaten
katkera
katsoa
resurssien
piirissa
valttamatta
kuuluva
lehtinen
tuollaista
entiseen
yon
seitsemantuhatta
huolta
hyvasteli
talla
ryhmaan
telttamaja
ihmisilta
afrikassa
neuvosto
todeta
selaimen
hylannyt
jotkin
asuville
korjaa
kohdatkoon
iloitsevat
samanlaiset
pelastaja
sanoo
aitisi
uskosta
taydelta
ensimmaisena
sitten
totuutta
rukoilkaa
karkotan
paasiaista
kuuba
muuten
saastanyt
sanoman
tuhkaksi
maakuntaan
lahetat
loytyy
ainoan
ylipappien
ajattelivat seurassa
tuntea
nataninostan
peruuta
pes
muita
esilla
kuulet
sensijaan
jaaneet
virheettomia
usein
alkanut
kyseessa
menna
tarsisinkokosi
palvelun
kasiin
ajattelun
sekasortoon
tuottaa kaytosta
menevan
havaitsin
riitaa
elava
ainetta
va
siirtyvat
osaavat
kunpa
maaran
kari
ollakaan
vaan
eroavat
teette
harva
onneksi
koonnut
vartijat
monta aitia
kenen
tarkea
samana
kirjesarjen
sellaiset
joilta
teurasuhreja
jumalaton
taas
hyi kaupunkia
tunteminen
jo
kahdeksantoista
unien
ettemme
paallikot
pysytte
joutuu
mikahan
joivat
keskuudesta
nuo
joissain
parissa
vaittanyt
istuvat
tavaraa
mielipidetta
juotavaa
aania
isoisansa
keskenaan
vakivallan
rikkomukset
tulvill
vaatisi
hallitusmiehet
jokaisesta
viisituhatta
hengen
lauma
tappavat
pystyvat
portteja spitaali
miehelleen
polttavat
ikiajoiksi
asuvia
hinnaksi
saastainen
halusi
kylma
kilpailevat
rukoukseen
melkoisen
tyolla h
tahdoin
nakyy
itsensa
sijaa
vieraan
paattaa
vanhempien
koskevat
validaattori
pienempi
suorastaan
maataulkopuolelle
koossa
sarvea kylla
herraksi
taivas
mukaisia
perustui katsele
suojaan valtiot
riitaa
aapo
valon
tu
kasiisi
jumalansa
ensimmaisena
rooman
polttouhreja
mielipiteeni
paivansa
hehku
tapani
kyseessa
itavalta
kuubassa
hankkinut
katoavat
leijonien
pilkkaa
maamme
appensa
ihmetta
pilviin
aro
ta
osaksenne
ahdingossa
kuntoon
onnistua
erikseen
hius
pellavasta
kirouksen
tekijan
juoksevat
merkit yhteisen
korkeuksissa
veljiaan
parannan
halusi kasiksi
nikotiini
kuolemme
talloin
nailta
sanoi
tsetseenit
aitisi p
kaskyn
johtopaatos
tassakin
oikeuta
jonkun
kummankin
vihastui
vehnajauhoista
ikuisesti
vois
jaamaan
merkkeja
jutusta
nousevat
instituutio
loytyi
nailla
markkinoilla
paallikoksi
ennen
poikien
paatta
millaisia
niihin
saadakseen
kohtaavat
menisi
luja
horju
pronssista
puheesi
netissa
kuninkaansa
nayttamaan
oppia
mitta
saavuttaa
kaytettavissa
kilpailu
putosi
omisti
lupauksia
mainittu
palvelijallesi
olenkinym
as
rakastunut
tapahtumaan
kerrot
kayttavat
sukusi
aaressa
jarkevaa
tehda
tilanne
lapseni
yllapalvelijallesi
vasemmistolaisen
jaan tultua
sovinnon
tarinankaunista
yhdenkaan
vihollistesi
syntisia
tavallista
tuliastiat
mielipiteesi
suun
valtiossa
keskimaarin
halusi
verso
osoitteessa
palvelijalleen
kaskyt sakarjan
liittoa
veljemme
rikota
rakentamaan
markkinatalouden
todistettu
tavallisten
maarin
kuutena
autio kolmen
teoista
syomaan
ilo
johtua
paina
toisenlainen
tarkkaan
ratkaisuja
usein
demokratiaa
suurimpaan
ymparistokylineen
itselleen
keskusteli
kappaletta
paremmin
sittenkin
kohdusta
parane
aseet
sanot
kasvonsa
valta
joka
firman
kaksisataa
seura
herjaa
niilla
useimmilla
toiminnasta
valinneet
talon
karsia
varjelkoon
osittain
kunnioittavat
voitahaluaisin
kerhon
kulunut
voisimme
purppuraisesta
pelkaan
ajoiksi
isoisansa
samat
poik
jumalatonta
kummatkin
sairauden
osan
tullen
vahvaa
kannalla
huonot
toreilla
sivulle
minka
hengilta
vaikkakin
riittamiin
vaaran
syotte
pojalleen
afrikassa
olevaa altaan
silmiinpiilossa
ela tila
kymmenykset
koyhalle
kaytetty
presidenttimme
olevaa
ojentaa
viisaan
ryhmia
jaa
kalliosta
halveksii
kiitos
paaset
suhtautua
kirottu
periaatteessa
kuolemalla
vaalitapa
ohjeita
vaihdetaan
makuulle
rikkaat
vihastu
sotilas
muurit
jalkelaiset
hyvassa
toivosta
kylaan
vahvuus
suusi
piirtein
laitonta
selvinpain
puheensa
muutenkin
varoittaa
tarkeaa
vakijoukko
tuntuuko
tunne
suomeen
palat
esta
hehku
tekemassa
ryhmia
tie
versoo
kunnossa
itavallassa
syntinne
tunnen
demokratia
harkia
huomiota
vedotentulette
vihaan
vaipui
totuuden
ottaenyhdy
puuttumaan
kaksi
paperilahettakaa
siunaus
puuttumaan
muoto
sadon
joutui
avaan
vakivallan
ulkona
kurittaa
tyonsa
jalkeeni
kolmannen
oikeastaan
hopeasta
jatti
ajatuksen
tiedotukseen
elaman kunnioittaa
paimenia
toivot
sydankirkas
olisikohan
tapana
neuvon
suuntiin
havitysta
pappeja
te
tulokseksi
huolehtimaan
perattomia
osaksemme
pilven
arsyttaa
tulleen
maassaan
rajoilla
sovi oireita
havityksen
katsoa
tottakai
taytyy
ohjaa
lahtiessaan
perintoosan
vakava
tapetaan
pohjaa
babyloni
rikokset
tarkasti
omaksesi
vihollisiaan
opetusta
halutaan
kylma
mihin
tuliuhri
suurella
sytytan
tanne
toimet
keskusteli
havittanyt
hyvinkin
muutenkin
yritat
toinen
kotinsa
vuoriston
aareen
savua
uusi
seuratkaa
syntiin
hy
yhteytta
saastanyt
tarkoittavat
perustukset
tieni
puuta
huolehtimaan
kannabis
muutu
asumistuki
vapaita
radio
tujulauseampia
surmattiin
palaa
veljemme
katsoa
tyolla
suvuittain
uskomme
valalla
saartavat
kullan
teosta
annos
erilleen
ylittaa
malkia
vakivalta
nopeammin
kalliota
vakijoukon
yleiso
joukkueella
rikollisuuteen
joskin
kunniansa
yllaan pahasti
kasissa
vihapojalleen
lailla
virheettomia
kylvi kenen
tarkoita
mieles
haluatko
josta
jano
syntiuhrin
paatoksen
kokonainen
heimosta
havittanyt
seuraus
minulle
ainoat
ikiajoiksi
hallitukseen
tuliuhrina
pitkaa
saatuaan
teiltaan
tehokkuuden
tai pitaen
naenleiriin
kysyt
sukupuuttoon
kaukaisesta
muistan
johdatti
kateni
maahanne
siella
isan
sodat
kaikkiin
viimeisena
psykologia
yllapitaa
hinta
valmistanut
asunut kuunnellut
jumaliaan
kiinnostunut
kotkan
todistamaan
rypaleita
ihmeellisia
yleinen
tuomme
lammasta
vankilaan
valvokaa
kiittaa
valittaa
parempana
kuuluttakaa
mahti
fariseukset
kuunnella
uria
pahoista
mainitsin
taakse
tutki
viholliseni
jatti
metsaan
kuusitoista
virkaan
homo
halutaan
ristiin
vaarat
vaipui
minkalaisia
kavivat
pelastusta
taulut
omalla
verso
tappoivat
korvansa
olla
tulevaa
pieni katson
puhuin
pelatkaa
jalkelaistesi
amerikan
rasvaa
tuollaista
kauniin
pari m
l
52
Feature
L a Fl e ur ’s M aga z i n e |
S e pt e m ber / o c to b er 2 0 1 4
A Different Solution
from Alchemy3
W
here do you start when developing
a desirable game for the lottery
player? There are several obvious paths
to duplicating the success of a concept
from a parallel or unrelated industry.
Oftentimes a brand or concept will
translate nicely into a successful lottery
game. However, sometimes you have to
take a few steps back to see things more
clearly. A successful lottery program has
to be more than just incremental sales. It
has to increase awareness for the lottery,
improve the image of the lottery and
expand the reach of the lottery.
On the surface, The Home Depot
appears to be an attractive brand that
would translate into a good lottery game.
However, outside of the store, The Home
Depot is not a widely merchandised
brand. When you take a step back, it is
a brand that is highly recognizable, has
strong consumer acceptance and has
or awarding a custom built home goes a
long way to complete that image for the
player.
Omaha Steaks falls into the same
category. It’s a very recognizable brand.
It has a high perceived value. It is not
widely merchandised on other consumer
items. However, it still translates nicely
into a lottery program as it touches an
emotion with the player by reminding
them of outdoor grilling. By wrapping
this brand into a bigger concept that
delivers that image, a lottery can have a
successful program for the summer sales
period or the fall tailgating season.
“You don’t need a top-tier brand to
achieve your sales objectives,” said Jeff
Schweig, President, Alchemy3. “We’re
not just selling the brand, but rather a
comprehensive program. There are few
brands that are relevant to every lottery.
Each lottery is different, and so our
“This game literally exploded for us...”
Gary Grief, Executive Director, Texas Lottery
the potential to increase the reach of the
lottery. In order to make it work as a
successful lottery program, you have to
deliver what the brand means to a player
in a broader sense. In the case of The
Home Depot, providing room makeovers
products and programs have to change to
match our client’s wants and needs.”
Alchemy3’s mission is to discover
those things that make sense but aren’t
so obvious to people. “We concentrate
on what we perceive as opportunities and
problems and then take the right path to
deliver the solution,” said Paul Guziel,
CEO, Alchemy3.
A perfect example is the Texas
Lottery’s launch of a licensed Home
Depot scratch game. “The Home Depot
might not be an obvious choice for any
kind of branding or goods partnership
but it has a lot of legs. It is a desirable
brand because it is a huge retail
opportunity and our client’s research has
demonstrated that there is strong crossover between the lottery player and The
Home Depot consumer,” said Guziel.
The Home Depot Ticket Timeline
Problem
Solution
Texas Lottery wants to expand its retailer
network. “We approached The Home
Depot and Lowes a couple of years ago
to see if they would be interested in
co-branding or perhaps selling lottery at
their stores, and frankly they were not
interested,” said Gary Grief, Executive
Director, Texas Lottery.
Once Alchemy3 acquired The Home
Depot property, the Texas Lottery
eagerly accepted the opportunity to
launch the game under the Texas Dream
Home game name. “Alchemy3 worked
out a great package for us. Now my
secret mission in doing this ticket is to
somehow establish that if the lottery is a
good partner for The Home Depot, they
would be a good partner for any well-run
business. Once they realize that, then we
can start selling,” said Grief.
Feature
S e p t e m be r /oc tob e r 2 0 14 | La Fleur’s Magazi n e
Alchemy3 created the game under the
‘Texas Dream Home’ name—a $5 instant
ticket with a second chance prize to win a
D.R. Horton Dream Home.
Players who posted on the Texas
Lottery Twitter account, or liked them on
Facebook, could enter into drawings for
The Home Depot gift cards. “This game
literally exploded for us on social media,”
said Gary Grief, Executive Director,
Texas Lottery in an interview on La
Fleur’s TV (LTV). “The number of people
who have entered into our second chance
drawing has more than doubled any
other scratch off game that we have had,
including the popular Dallas Cowboys
game and everybody in Texas is a fan of
the Dallas Cowboys.”
The lottery’s primary goal for The
Home Depot game was to create a big
media splash—not a high indexing
game. “Where I see the value in licensed
properties is in the promotional aspect for
your overall lottery portfolio,” explained
Grief. “Many times we will do a licensed
property and perhaps not have it index as
well as our other typical games.”
“Not so with the Texas Dream
Home. This game indexed actually at
111 and has been averaging $2 million a
week in sales,” added Grief. “We aren’t
just getting the social media effect or the
advertising aspect because of The Home
Depot tie in, but we are also getting
significant revenue from this ticket.”
Four additional lotteries—Florida,
Idaho, Virginia and Washington state—
plan to sell The Home Depot ticket with
home makeovers.
The Home Depot and Omaha Steaks
aren’t brands that you’d normally wear on
a T-shirt or put on a bumper sticker. But
they do have strong brand loyalty, and
therein lies the beauty of what Alchemy3
does. They take everyday brands and
they harness the stories behind them that
everyone can identify with, like winning
a dream home, or grilling steaks with
family and friends. Then Alchemy3
transforms them into lottery games that
people want to buy.
“It’s about taking the not so obvious
and making it so obvious,” ended
Schweig.
Results
This game indexed at 111 and has been
averaging $2 million a week. “The
number of people who entered into
our second-chance drawing more than
doubled any other scratch off game that
we had. We aren’t just getting the social
media effect, or the advertising aspect
because of The Home Depot tie in, we
are also getting significant revenue from
that ticket,” said Grief.
Three tips for lotteries on
how to attract their own
brands
Jeffrey Schweig, President of Alchemy3,
offers his advice on how lotteries can
negotiate licensed product deals.
Tip 1
Reach out to potential regional partners.
Private sector companies are finally
beginning to realize the value of tying in
with lotteries and are willing to engage
in barter agreements.
Tip 2
Create a monetary value for everything
the lottery can offer a brand partner
(i.e. ticket impressions, POP and media
exposure). Help them understand the
purchasing power of partnering with
you.
Tip 3
Make sure the prospective partner
understands the breadth of innovative
ways a lottery can boost their
exposure—tactics such as terminal ticket
messaging or using the back of instant
tickets as a coupon delivery are examples
of advertising that the partner cannot
purchase on its own.
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Feature
L a Fl e ur ’s M aga z i n e |
S e pt e m ber / o c to b er 2 0 1 4
FY14 Scratcher Success Stories
Follow us
F
iscal 2014 instant ticket sales in North
America benefited from lotteries’
launch of higher price point scratchers.
In Canada, the popular National Instants
drove category growth.
The California Lottery ranked #1
with the highest gross sales increase ($279
million) in fiscal 2014 instant sales. A key
contributor was the launch of the lottery’s
first $20 game ($5 Million Jackpot).
“In addition, by upgrading our
Scratchers dispensing equipment we
were able to increase our overall facings
at retail by more than 58,000 facings
throughout the state,” said Richard
Mahan, Deputy Director, Sales and
Marketing, California Lottery. “Our
24-bin displays increased by 34% and
retailers offering 25 or more facings
increased by 36%.”
North Carolina Education Lottery
(NCEL) led the U.S. lottery industry with
the highest percentage increase in fiscal
2014 instant sales (16%). NCEL deployed
some new sales strategies that paid off at
the retail level. “First we optimized our
initial allocation of tickets,” said Alice
Garland, Executive Director, NCEL. “This
helped ensure that a retailer doesn’t run
out of stock during the first two weeks
of a launch and avoid overstocking the
retailer with too many packs that become
stale. We use our sales data to make the
customization of initial allocations a
science so stores get just the right amount
of inventory. We use planograms with
each game launch to ensure retailers
know the best way to position our games
and then we supply ‘dispenser inserts’ to
ensure a uniform display of games in the
dispenser. Together, this effort enables our
players to walk into any store and easily
find the games they want.”
OLG led the Canadian lotteries
in both the highest percentage growth
as well as highest gross sales increase
in Instants. “National INSTANT sales
represented 18% of total OLG INSTANT
sales last fiscal, up eight points from
fiscal 2013 where the National business
represented 10% of our total OLG
INSTANT ticket business. This increase in
National INSTANT sales ($93.8M) had a
significant impact on our ability to exceed
our $1 billion sales goal,” said Greg
McKenzie, Senior VP Lottery, OLG.
The Idaho Lottery grew fiscal 2014
scratch sales by 13%. “Our strategies for
this category were: (1) launch a new price
point, the $25 game, and to make it a big
dang deal; (2) to build experiences around
key games throughout the year using one
fun message; (3) market each featured
game and initiative as if everything
depended on it; (4) be local, do themes
around player interests and spend time
in the communities with players adding
entertainment and relevance to their
experiences; (5) provide the appropriate
mix of games and different price points,
inventory management,” said Sherie
Moody-St. Clair, Deputy Director of
Marketing, Idaho Lottery.
Virginia Lottery’s fiscal 2014 instant
sales were up 11%. “We have seen a
significant increase in the higher price
points, especially the $10’s and $20’s,”
said Gwen Dean, Marketing Director,
Virginia Lottery.
Lottery marketers said family of
games, multiplier games, licensed tickets
and localized content proved popular.
For example, California Lottery
launched $1, $2, $5 and $10 California
Lucky Life tickets. “The continued
strength of this family, especially at the
$1 and $2 price point, proves the need to
have annuity games as part of our overall
product line,” stressed Mahan.
Idaho Lottery reported three surprise
successes: 25th Anniversary Game, Bonus
Play Cashword and $5 Frogger™. “The
Bonus Play Cashword initiative resulted
in a 40% lift in year-over-year sales for
those games versus just regular Cashword
games,” said Moody-St. Clair.
In Virginia, there was no single effort
responsible for the sales lift. “We offered
something each month of interest to our
players: Games of Summer, 25th Birthday
ticket, Redskins ticket, Zombies Ticket &
Interactive game, Holiday tickets, $10 &
$20 2nd chance promotions, Vegas Ticket
and eXTRA,” said Dean.
Promotional Activity
Finally, Scratcher promotions kept players
focused on the brand. The California
Lottery almost doubled the number of
promotional events in 2014 as compared
to the previous year (80 vs.140). Of those
events, 128 were dedicated to Scratchers
products. “Our online marketing group
also had six individual efforts supporting
instant games including how-to-play
videos, promotional draws and games-forfun,” said Mahan.
NCEL’s Lucke-Zone players club now
has almost 500,000 members. Players can
enter all draw tickets and non-winning
tickets to get points to enter weekly
and monthly drawings for prizes. “It’s
becoming a big hit,” said Garland.
s e p t e m be r /oc tob e r 2 0 14 | La Fleur’s Magazi n e
corporate profile
Scientific Games:
Gavin Isaacs
N
ewly installed as President and CEO of Scientific Games in June 2014, Gavin Isaacs
is an extroverted Australian-born lawyer who was recruited by Aristocrat for his first
gaming position in 1998. Fast forward 16 years, Isaacs has also logged in significant time
working in Europe and North America. His career stints have advanced his career up the
ladder from marketing and development to COO and finally, CEO.
While he was CEO of SHFL, Bally purchased the company. “After that, I went to
work for McAndrews & Forbes while out of the gaming industry. I got a call a few months
ago and was offered a job to work for Scientific Games. The idea was to help with the
integration with the WMS acquisition,” said Isaacs, who was interviewed by La Fleur’s
Magazine publisher Terri Markle in New York.
Integration takes on a whole new meaning with the August 1 announcement that
Scientific Games entered an agreement to acquire Bally Technologies for $5.1 billion. Now
Isaacs will have the opportunity to use his experience as COO at Bally to integrate the Las
Vegas-based gaming company into the fold—particularly since Scientific Games’ portfolio of
products will now include leading casino management systems and table products—as well
as expand the range of the firm’s social and real-money iGaming and iLottery products and
services.
“After working side-by-side with the talented teams at Bally and now Scientific Games,
I am confident this combination will bring together best-of-breed cultures and is occurring
at a truly opportune time as both companies are committed to bringing the highest-value
products and services to customers,” said Isaacs.
As to what GTECH’s acquisition of IGT will mean to the gaming and lottery worlds,
Isaacs is bullish: “I think everybody in the world thinks that M&A is a good thing. It
validates our point of view. It means better content. I have never been afraid of competition.”
Olympic Effort
As a swimmer, Isaacs hits the pool early to get needed exercise. “I am an early riser. I work
out early,” said Isaacs. He has figured out a lot of business problems by losing himself in his
breaststroke. Now as Scientific Games and Bally have announced early termination of the
Hart-Scott-Rodino Act waiting period, Isaacs is moving at record speed as the acquisition is
expected to be completed in late 2014.
Clearly, Isaacs’ past experience at three different gaming firms will help him in his new
position at Scientific Games. “My gaming career has given me three things. One is a passion
for this industry. Lottery, gaming, interactive—call it what you like—I love it. Two is my
belief in technology. I believe the winner in this space will be the company that can get its
content out over multiple channels. Three and most important is being the partner of choice.
That means being customer-focused,” he shared.
When he started at Scientific Games, he gave employees Gavin’s Top 10 Keys to
Customer Focus (see sidebar). “Our employees are talented and get paid to make highquality decisions. When in doubt, put yourself in the place of the customer and imagine
what they would want—95% of the time you will make the right decision,” said Isaacs.
The new reality is that vendors must be proficient throughout the gaming space—and
not just specialists in one industry—to compete effectively. With the Bally acquisition,
Scientific Games can better utilize content and technology across the lottery, gaming and
interactive space to propel future growth.
“One of the most intriguing aspects to this job is the challenge in merging a lottery
and gaming company. I love the idea of the convergence of gaming,” said Isaacs. And the
convergence is happening on a macro and micro level—both on the company level as well as
the product level.
“The game has to feel the same whether played at retail, on mobile or on a slot
Gavin’s Top 10 Keys for
Customer Focus
1. If you say you are going
to do something, do it–keep
your commitments
2. Respect everyone and
accept that everyone is a little
bit different
3. We are One Team–discuss
different views and unite
behind the team’s decision
4. Meetings–participate, have
an agenda, start on time, and
kill the useless meetings
5. Be passionate about what
you do–if you are passionate,
you’ll do well.
6. Never, never, never lie
7. Set clear goals for yourself
and your team, and be
accountable
8. Money–be responsible and
spend the company’s money
as if it was your own
9. Don’t poison the well–if you
are unhappy, let’s talk about it.
10. Have some fun!
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corporate profile
machine. With that you can build
awareness through cross-marketing,”
stressed Isaacs. But Isaacs also
understands that the company’s lottery
customers are worried that their supplier
will lose focus. “I attended the lottery
directors’ meeting in New Hampshire in
June. The directors asked me if Scientific
Games was going to be a slot company
or a lottery company? That’s an easy one.
We will be both. We want to make sure
all of our customers—no matter what
channel—are well looked after and that
we continue to be the partner of choice.”
One of the things that Isaacs stresses
is having common goals, common culture
and a common vision for the company.
Acquiring companies requires a combined
strategic plan. “That will embed a sense of
awareness that will waterfall down into
the organization,” said Isaacs.
L a Fl e ur ’s M aga z i n e | S e pt e m be r / o c to b er 2 0 1 4
As a result of the WMS acquisition in
2013, Scientific Games also reorganized
its business. Now Jim Kennedy is Group
Chief Executive of Lottery, William
Huntley is Group Chief Executive of
Gaming and Orrin Edidin is Group Chief
Executive of Interactive. Streamlining
the decision process “makes it all a lot
more effective,” said Isaacs. “In the past
employees all reported up to the CEO.”
As a newcomer, Isaacs has also
noticed that the lottery industry is quite
different from the gaming business. “One
of the different things for me is the way
our competitors can also be our partners
in certain circumstances. There is a cordial
relationship with the other suppliers. It
is a bit unsettling to me coming from the
gaming business, but very collegial,” he
said.
Isaacs sees a huge opportunity for
“I think everybody in the world thinks that
M&A is a good thing. It validates our point
of view. It means better content. I have
never been afraid of competition.”
As an example, he noted in relation
to the WMS integration that Scientific
Games employees have shown a
fascination and an eagerness to learn
about other elements of the gaming
business. “It is a bit different for the WMS
guys. However, to their credit they are all
also very engaged in this process.”
Isaacs cited MONOPOLY
Millionaires’ Club™ as a classic example
of what can happen across platforms.
“The cross-marketing potential is what, I
am sure, the people who brought this deal
together were thinking of when they did
it,” he noted.
Key Lottery Opportunities
Scientific Games announced a 7% yearover-year increase in lottery revenue in
the second quarter calendar 2014. It is a
competitive time. There are more than 40
lottery contracts coming up in the next
two years. “A partner that can package
everything together becomes highly
attractive. Lotteries are growing and so is
our business. That’s not even taking the
interactive side into consideration,” said
Isaacs.
cross-marketing. “We have an opportunity
to spread a brand like Hasbro across all
channels,” he explained. “When Scientific
Games is negotiating licenses with big
brands, we have some leverage because we
can launch a game on all platforms.
Cross-utilizing content also means
that products can be recycled. “Typically
on the casino side, once a brand is tried,
it generally does not come back. The
interactive teams are convinced that
games can be done again and done better.
They are excited about the potential for
new content.”
The key thing is that content is
portable. Some casino games can be
migrated to lotteries, and not just licensed
properties. For example, WMS has topperforming “house” slot games, such as
Cash Crop®, Gold Fish® and OMG!
Kittens™ themes that could work as
lottery products.
“The library of games on the slot side
is intense,” said Isaacs. “We don’t really
think in terms of those libraries as having
a lot of value because we don’t recycle
games on the slot side. But we do on the
lottery side.”
Performance by Sector
In terms of performance by business unit,
Isaacs reels off answers geographically
and then ends with an insider’s
perspective: “Africa is tough for slots.
Instant games are good for Africa and
Europe. Interactive in Delaware and
New Jersey has not performed as well as
they potentially will in the future as the
gaming, lottery and interactive industries
shift and consumer adoption grows.
Nothing happens quickly in gaming. You
have to bring the players along.”
Clearly, execution will be the focus
at Scientific Games over the next couple
of quarters. “As good as the lottery
business is doing, the slot business needs
to lift its game a little bit. No matter
what you do—without results—nothing
else matters,” said Isaacs. “Beat your
numbers. That’s it. Exceed expectations.
Each team needs to work with each other
and execute within its division. For slots,
this means to increase market share with
new games. In the interactive space, social
is going great but we have to expedite
our mobile offerings with real money
games. On the lottery side, MONOPOLY
Millionaires’ Club is vital.”
Yammer
Isaacs’ job is to bring everyone together.
“The more we do that, the better the
company will perform,” he said. To that
end, Scientific Games is using Yammer,
a private social network that helps
employees collaborate across departments,
locations and business apps.
“Yammer is a great way to permeate
ideas through the organization. There are
16 different groups. With 5,400 people
on five continents, we need a way to
effectively communicate our company
culture,” said Isaacs.
When he isn’t logging in millions of
air miles, Isaacs loves watching old music
videos and reading historical fiction. He
has even learned how to sleep on a plane
since his son gave him Bose acoustic noise
cancelling headphones. He is hooked on
his NPR app. In terms of favorite social
networks, he says it is a “tie between
Facebook and YouTube.” But he really
just loves to “Yammer” at Scientific
Games because it is “all about people and
products.”
s e p t e m be r /oc tob e r 2 0 14 | La Fleur’s Magazi n e
corporate profile
GTECH: IGT Acquisition Will Be
Transformational
W
ith the announcement that GTECH
S.p.A. would acquire IGT for $4.7
billion in cash and stock, the gaming
industry was dealt a winning hand,
with the potential for lotteries to cash
in big. La Fleur’s Magazine sat down
with Renato Ascoli, President, GTECH
Products and Services, and Jaymin
Patel, President and CEO, GTECH
Americas, to discuss what the merger
will mean to the lottery industry overall
and specifically to GTECH customers
worldwide.
“We are creating the world’s largest
and most diversified gaming company, one
that will be able to service our customers
all over the world, from lotteries to
interactive to sports betting, traditional
government VLT business, and the casino
business,” said Patel. “We will have a
business that will generate more than $6
billion in annual revenues worldwide. I
see this as a way to provide our lottery
customers with even more content and
ways of sharing systems.”
While company officials are excited
about how the merger will transform
GTECH and the industry, both Patel
and Ascoli recognize that GTECH must
maintain its focus on lottery customers
during the integration of the two
companies. “I want to say for the record
that I am particularly conscious that we
do not dilute the quality of service for our
lottery customers,” said Patel. “We will
continue to provide the same high level
of service that our lottery customers have
come to expect. The people our lottery
clients know in marketing, technology,
and operations will remain very much
focused on the lottery business.”
“We must remain vigilant in making
our customers know we are focused,”
added Ascoli. “We will not risk any
chance of distraction from the core
business. It is our top priority to keep the
emphasis on the customer.”
From the outside looking in, lottery
clients will not see a lot of changes. “IGT
and GTECH are very complementary,
so there is little overlap between the
two,” said Ascoli. “IGT is very strong
in casino gaming, and GTECH is very
strong in lottery business. IGT has a
robust presence in social gaming, and
GTECH has a demonstrated strength in
B2C operations. GTECH has been very
focused on cross-channel platforms and
innovations, while IGT has maintained
a leading position in casinos and social
gaming content around the world.”
And this is where the payoff comes
for lotteries. Thanks to the company’s
reorganization in 2013, when Lottomatica
Group’s formerly separate business units
were brought together under the GTECH
corporate brand name to become a
unified, customer-facing structure, the
firm has already done the hard work
by creating synergistic solutions for
customers.
“We used to have four different
solutions with sports betting, for example:
the lottery area, one in Italy, and two in
the former G2 area,” said Ascoli. “With
the recent reorganization, we have an
increased production of content into
the casino area, the VLT area, and the
interactive area. The CRM platform is
another example. We now have a single
platform managing all of the product
segments.”
Ascoli stressed that integration
with IGT systems and solutions will be
relatively seamless because of the way
GTECH is now structured. “The whole
integration will have little visible impact
on our customers. There will be less
work to harmonize the platforms, as
much of this has been already done,” said
Ascoli. “Instead, we’ll be in a position
to offer, especially for lotteries in the
WLA segment, good news. All lotteries
are asking for new games, new solutions,
and new content. We’ll enjoy a wider
variety of ideas and brands to the whole
lottery industry, so GTECH will be very
much a one-stop-shop solution for lottery
customers.”
One example Patel cited was the
opportunity to apply ideas from IGT’s
DoubleDown Interactive business to the
lottery industry. “IGT has an impressive
Left to right: Renato Ascoli, President, GTECH Products and Services, and Jaymin Patel, President
and CEO, GTECH Americas (Photo: Gregory Wostrel/GTECH S.p.A.)
57
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corporate profile
social casino business, where consumers
play their casino games for free but have
the option to pay to upgrade their content
if they so choose,” said Patel. “IGT also
has an excellent player tracking and
loyalty platform that allows DoubleDown
to communicate to its players. When I met
with the IGT management team, I was
impressed with the marketing initiatives
and technologies they have developed to
grow the DoubleDown base of players. I
think we can apply many of these ideas to
lotteries, as North American jurisdictions
begin to legalize interactive gaming
or simply want to offer an augmented
interactive free-play experience.”
Patel and Ascoli said GTECH’s top
three growth initiatives were: 1) product
innovation; 2) retail growth; and 3)
interactive/mobile.
“Game development will be a core
activity,” said Ascoli. “Retail expansion
will be a second driver of growth,
primarily by increasing the number of
points of distribution particularly in the
North American market. The third driver
will be interactive. It is the fastest growing
segment in the overall business.”
“There is tremendous potential to
double lotteries’ sales and returns to
good causes,” said Patel. “I believe it is a
matter of widening our product offering,
launching more innovative games, and
providing more access for consumers to
buy the product. Since 2003, the U.S.
lottery industry has grown by $10 billion
or more every five years.”
To drive retail growth, the company
has conducted an extensive study on how
GTECH can attract national retail chains
to sell lottery tickets. In some cases, this
may entail changes to traditional selling
models.
“We are going to have to reexamine
the products that we offer,” stressed Patel.
“We may not be able to sell in a big box
store every single product that we sell in
a convenience store. We may not have the
traditional self-service machine. We may
have to find more ways for the consumer
to have a payout experience that is
different from the traditional cash payout.
For example, when you win a prize,
the self-service machine may dispense a
voucher.”
Patel noted GTECH’s experience with
operator roles in Italy, Latin America,
Indiana, and New Jersey. “It is helping us
L a Fl e ur ’s M aga z i n e | S e pt e m be r / o c to b er 2 0 1 4
understand what works well and, more
importantly, what doesn’t work well,” he
explained. “Additionally, GTECH has a
greater than 80% market share for selfservice devices in North America. So we
have a huge amount of experience that
tells us what is working well in self-service
and how we can do better. For instance,
we know that consumers get upset when
they win on a machine but they can’t
cash it at the register. So we’re working
to solve that issue. We are also looking
to apply to U.S. jurisdictions the success
we have enjoyed internationally with our
integrated point-of-sale solution, Lottery
Inside. With our Lottery Inside software,
retailers can use their own network
and system to sell lottery from a cash
register, which is particularly attractive in
multilane environments.”
The third driver—interactive—is
on mobile development. I think this will
also help us to attract younger adult
players.”
GTECH views lottery retail
expansion and interactive development
as complementary, not conflicting.
“Going forward, the two segments will
likely not be competing at all,” said
Ascoli. “Interactive business will not,
as some people previously thought, be
a competitor but a key ally of retail
expansion.”
At the upcoming NASPL conference
in Atlantic City, GTECH will exhibit a
convenience app that includes a retailer
locator feature. The technology has
already been employed in Illinois and
Indiana to show the proximity to a
number of retail points of sale where a
consumer can purchase a lottery ticket.
“Beyond our current deployments, we will
“We are creating the world’s largest and
most diversified gaming company, one
that will be able to service our customers
all over the world,” said Jaymin Patel,
President & CEO, GTECH Americas.
the fastest growing segment in the new
portfolio, and one that also requires
a change in mindset from traditional
approaches. “In the U.S., we need to adapt
to global best practices on implementing
interactive solutions,” said Ascoli. “This
includes embracing the concepts of shared
solutions and software as a service,
both of which have proven to provide
shared benefits as well as the necessary
levels of security and performance in an
economical manner.”
“I think the mobile offer will be of
crucial importance,” Ascoli continued.
“Mobile wagering accounts for 23% of
all interactive lottery sales, and that share
is expected to grow to 40% in three years’
time.”
Patel believes the U.S. lottery market
has actually skipped two generations of
interactive development. “I am a huge
believer in rethinking our approach to
the business from a technological point
of view and a game point of view. Not
many people are going to buy lottery
tickets using their desktops, or even their
tablets,” he said. “We need to focus more
also show how games can be delivered
on mobile apps or through mobile tools
when the player approaches at retail,”
said Ascoli.
GTECH will also introduce iBeacon
for use at lottery retailers. “iBeacon is a
marketing tool that we will be offering
the retailer to provide push notifications
or calls to action to lottery players,”
said Ascoli. iBeacon could provide
e-coupons at retailers or free play offers.
Conceivably, players could even purchase
lottery eInstant games at a retailer and
then play the games on their smartphones.
“This would not be interactive wagering;
this would be retail wagering,” said
Ascoli. “It will blur the distinction
between interactive and retail. It will
put people in a position to support both
segments.”
Ascoli and Patel agree: The future
belongs to mobile solutions. “I believe
that we are going to see impressive
growth in the U.S. lottery industry,” ended
Patel. “I think that mobile technologies
are going to drive tremendous change,
and we are prepared for that.”
s e p t e m be r /oc tob e r 2 0 14 | La Fleur’s Magazi n e
corporate profile
INTRALOT USA: Driving in Runs
I
NTRALOT USA is winning fans with
a combination of small games and
big hits designed to move its customers
forward by playing the percentages.
Just like the “Small Ball” philosophy in
major league baseball, which depends on
scoring by methodically manufacturing
runs, INTRALOT USA has made a
study of manufacturing incremental
sales. The INTRALOT team uses its
precise knowledge of each customer and
situation to advance innovation through
the judicious deployment of speed and
tactical awareness. Perhaps the best
expression of this philosophy is in the
firm’s deployment of TAPP IT!® games.
“We are very pleased with the success
we have had with the pilot programs
for TAPP IT!® games,” said Tom Little,
President and CEO of INTRALOT USA.
“It has also been very gratifying to see
that players of TAPP IT!® games are
generally not current lottery players. In
Washington D.C., we have launched 11
games and plan on an expansion of at
least eight more games in 2015. In Idaho,
we have launched 14 games and expect
to give the players five more games before
year-end. We are extremely excited about
the September launch of six new games
on our new MPNGs in Ohio. We also
look forward to our launch of TAPP IT!®
games for the Vermont market in the fall.”
INTRALOT USA’s new star emulates
the play features and style of instant
games at the terminal. “The results of
our FastPlay terminal instant games
have been incredible,” reported Little.
“We have taken the product line from
basically ground zero to a $130 million
line for our partners in just three years
and it continues to grow at a doubledigit rate. The rollout of Progressive
and Countdown FastPlay games in our
jurisdictions has been met with lots of
enthusiasm from players and has had a
significant positive impact on sales.”
INTRALOT is looking to play some
long ball with the development of its true
home run threat—DREAMTOUCH™.
This flashy player-activated terminal
combines vending with entertaining
information displays.
This rookie phenom made its debut
in 2013, but is set to hit the big leagues
this autumn. “We are excited to bring
this product to market and I think our
customers are even more excited than
we are,” said Little. “We introduced
the prototype at NASPL in 2013 and
since then have shown the cutting edge
vending solution to consumers and a
few lotteries. The response has been
overwhelming. I think that lotteries see
that the possibilities that exist with the
innovative design and functionalities
that come with this solution make it not
only just a self-service vending machine,
but also a tremendous POS piece and
innovation driver. The types of games
that can be accommodated on the
DREAMTOUCH™ are not only all of the
lottery’s existing draw games, including
any number of our FastPlay games from
our library of hundreds, but also games
that can be played interactively on the
machine.”
Another aspect of INTRALOT’s
game is the emerging field of gaming
machine monitoring. This extends
INTRALOT’s capabilities in the growing
field of regulator support. INTRALOT
first rolled out central systems monitoring
gaming regulators’ most valuable
players in Oceania (in New Zealand and
Australia), followed by Ohio. It is now
in the process of implementing its IGEM
system in Georgia.
“We are very excited with the
award of the Georgia COAM monitoring
project and the opportunity to work
with the Georgia Lottery Corp. Since we
are also a Georgia corporation, we are
very happy to have won a contract in
our home state,” said Little. “It is a very
large undertaking, which requires all of
the COAM machines to be converted for
online monitoring and also to become
SAS compliant within two years. We
anticipate more than 4,000 locations
and over 20,000 COAM machines to be
connected to the iGEM monitoring system
by mid 2015.”
INTRALOT USA further extended
its franchise, adding a new jurisdiction
and securing home field advantage in
other long time venues. Most recently,
INTRALOT USA was selected by the
Wyoming Lottery Corp. as its system
vendor. “The startup went very smoothly
and we have enjoyed working with the
great folks in Wyoming,” said Little.
“The excitement among Wyomingites
was apparent with sales totaling almost
$200,000 on Sunday, August 24; and that
was only for 12 hours between noon,
when lottery sales opened, and midnight.”
By the All Star break, INTRALOT
USA had secured a number of milestones
for the 2014 season. “So far, just this
year, we have extended our contracts
with our partners in New Mexico, New
Hampshire, Vermont, D.C. and Ohio,”
said Little. “If you look at all of our
current customers (11 states), nine have
come up for renewal. To date, eight
have already renewed with us. We feel
confident that the ninth will renew with
us in the near future.”
Little has long predicted the
inevitable rise of digital and the eventual
domination of the digital lottery. “My
hope is that Internet gaming comes to
more states under the direction of the
lotteries. I believe strongly that Internet
play on laptops and desktop channels
will take a back seat to mobile. Our
players and potential players want access
to entertainment where they want it and
when they want it. INTRALOT developed
a comprehensive Internet gaming platform
a number of years ago; however, for the
last couple of years, our focus has been
on mobile gaming. Our mobile apps are
an excellent tool for lotteries now and are
completely ready for wagering when it is
allowed.”
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corporate profile
L a Fl e ur ’s M aga z i n e | S e pt e m be r / o c to b er 2 0 1 4
INTRALOT: Bet on Universality
T
he first impression you get when
you meet George Zenzefilis, Group
Chief Products & Services Officer for
INTRALOT SA, is that of a big picture
guy with an uncanny eye for detail. His
training and temperament is that of an
engineer. He holds a masters in Systems
and Control (aka Cybernetics) from
the University of Manchester and an
undergraduate degree from the National
Technical University of Athens.
“Part of being an engineer is that
you tend to decompose problems. The
definition of an engineer is that instead
of trying to solve the whole problem, he
breaks the job down into its component
parts. The engineer solves all the little
problems and then synthesizes the whole
thing at the end,” noted Zenzefilis.
“Fundamental concepts of engineering
combine both theoretical and practical
disciplines. I have found it very useful
over the years to apply these principles to
managerial or design problems. In the end
it’s all the same.”
“Mathematics is another skill that
is useful,” he added. “You get to master
that when you are an engineer. It is
essential in our industry to have a deep
understanding of numbers and be able to
apply scientific methodology to problem
solving techniques.”
Marketing has gone through an
evolutionary process, as marketing
research methods are driven by analytics.
“I believe marketing brings together
the behavioral aspects of the consumer
with the design aspects of the products,”
stated Zenzefilis. “You cannot design any
products at all unless you have a grasp of
human behavior.”
Analytics have dramatically changed
the way we make products. “It is a trend
these days, not only in our industry, to
start from the consumer and synthesize
a solution from the ground-up,” said
Zenzefilis. “In the past, the reverse was the
common path. You used to start with an
idea, put it forward and try to sell it. That
doesn’t work anymore. We are in an era
where marketing, engineering and product
design all have to work in harmony with
each other.”
INTRALOT’s division under
Zenzefilis has a firm blueprint for its
global positioning. “Strategy is such a
wide term and often not fully understood.
I am proud to say that the word ‘strategy’
is Greek. For us, strategy is a vision. You
cannot design anything unless you know
exactly where you want to go. You have
to identify your objectives,” stressed
Zenzefilis.
INTRALOT’s target is to understand
what customers think about the
company’s products. “Embedded in that
notion is the perceived value that the
customer has about you, your products
and your company as a whole. Knowing
what the customer values, it gives us a
hint as to why the customer selects us
over our competitors,” said Zenzefilis.
“Drilling down from that, we use the
term road map. This is a tool for pairing
the product that you have now with
the vision of where and in which time
period you plan to offer it. That forms a
meaningful time frame that teams within
the company can follow.”
Integral to INTRALOT’s vision is
the concept of the Universal Gaming
Experience. This is realized on both a
tactical and a strategic level. “That means
that people have various touch points
within an organization that demonstrate
the consistency along all platforms,” said
Zenzefilis. “Universality means that the
consumer is now buying into experiences
through all game types, business models
and channels. INTRALOT’s DreamTouch
combines vending with an information
kiosk, thus bringing interactivity into the
retail space.”
“Universal implies the need for
convergence,” said Zenzefilis. “The
term convergence can have a negative
connotation. Convergence means
everything comes into one. That is not
what we want to denote. When we say
convergence or Universal Gaming, we
place the emphasis on the consumer. We
think it is inconvenient for the consumer
to have a different experience at the
point of sale as he might have through a
tablet device from the same operator. This
inconsistency is annoying.”
One example is that the consumer
wants to be recognized on whatever
platform he is using. The player wants his
“wallet” to follow him from the mobile
channel all the way to the retail outlet.
The consistency is part of the convergence
process. “At the end of the road, landbased operations need to diversify their
offerings onto digital channels,” continued
Zenzefilis. “We have to find a better way
to deliver a consistent experience.”
“One step deeper in this program is
the player management or wallet system,”
explained Zenzefilis. “We have one of
the most advanced player management
systems in the gaming industry. These are
more than simple translations of front end
websites. These systems are responsive
and respectful to the user.”
This Universal Gaming strategy
extends to mobile and interactive channels
as well. “We are the first ones in the
industry to launch Mobile Lottery,” said
Zenzefilis. “Our users have the ability to
transact through tablets, which can then
be carried through to the retail store. The
apps and the frameworks INTRALOT
Interactive have developed are leading
edge in the mobile design world. Tab
bar-based designs on the tablet give the
designer the ability to bring the customer
closer to the operator, giving more value
and wider options to the player. We
went a step further by incorporating
entertainment elements into the mix.”
s e p t e m be r /oc tob e r 2 0 14 | La Fleur’s Magazi n e
corporate profile
No ‘Off’ Button in Digital World
C
hris Riegel is the original digital
native. Sitting in his office
overlooking the Miami River in Dayton,
Ohio he recounted his early tech projects.
“I am a technologist born and bred,”
confided Riegel, CEO of Stratacache,
which purchased Carmanah Signs in
November 2013. “I was a digital native
before there was such a thing. I was
building computers at seven and eight.
When you are involved in the technology
industry before you even realize it is an
industry, you can trace back to being
there at the dawn of the PC age.”
Stratacache is the leader in pointof-retail digitally-animated signs, but to
call them a sign company is analogous to
mistaking Netflix for a TV screen.
“The customer-facing aspect of
Stratacache, the signage, is the tip of the
iceberg,” said Riegel. “Under the waterline
is the retailer data intelligence system.
That system takes a corollary between
showing X on the sign and selling Y at the
point of sale. The trick is to mine the data
so as to learn what the customer buys,
when he buys it and how he buys it.”
The company manages a network of
over 450,000 devices with retail updates
and cached downloads. Stratacache helps
large brands such as McDonalds and
Walmart right size by optimizing yield.
“We have a scale where we can operate
these digital networks much more cost
effectively,” asserted Riegel. “We can
build a network model for a lottery
that increases sales and operates those
networks at a lower cost.”
Riegel sees both opportunities and
dangers for lottery organizations. On the
plus side, “Lottery is transformational,”
noted Riegel. “Toothpaste is not going
to transform my life no matter what the
marketing says. The lottery proposition
states ‘give me a dollar and it could
change your life.’ The aspirational story
around lottery is compelling.”
But there are challenges. He makes
the point that for the next generation
of players, lottery is foreign ground.
“Millennials do not know analog. They
only know how to do things digitally. The
question becomes ‘how will lotteries help
millennials embrace gaming?’”
Another important dark cloud on
the digital landscape is the invasion for
social gaming developers who claim a
large presence of millennial mindshare.
“It would not be that much of a hurdle
for the social gaming developers to make
the leap across the chasm to real money
gaming—just competing for mindshare
with them is an existential threat,” said
Riegel.
Then there are big-picture hurdles.
The average foot traffic has fallen in retail
by 7%. “In a macro sense that might start
to threaten lotteries,” contended Riegel.
“No one can control that big trend on
the macro but we can make lottery more
attractive on a micro level with more
interesting gaming.”
Riegel argues that digital point-ofretail signs make a compelling business
case. “In gaming, there is something of
a rear guard action taking place. You
already have the terminal there. Money
it. It opens that
democracy
up to digital
natives who do
not know the
games and fear
looking stupid.
We can make
it easier and
transnationally transparent. Digital can
play a role in simplicity and ease.”
Riegel stressed that there has to be
an intersection between the physical and
the digital, but there is also the danger of
disintermediation and disruption.
“Agents get only a small percentage
for selling a lottery ticket, but they use it
to capture foot traffic,” he explained. “If
the lotteries are in direct competition with
the agents, it does not historically end
well. The industry has to come up with
a store-enabled mobile solution. Perhaps
the player could pick their numbers
“The margins for lotteries are such that just
a small lift from the placement of digital
signs can make a big difference.”
spent on digital at the point-of-retail is
more measurable than on TV. The yield
is much better. The margins for lotteries
are such that just a small lift from the
placement of digital signs can make a big
difference. Our customers see a 2% to 7%
incremental increase in sales with digital.
We have seen these results in hundreds of
cases.”
Retail is changing rapidly and the
best retailers are poised to leverage the
change. “As direct fulfillment increases,
foot traffic will decline. Retail is off 7%
since the recession. The competition from
dot coms has been great for retail because
it has forced them to rethink relevance
and engagement. It is no longer about
who has the most locations. It is now a
quality play. Lotteries can learn from that
experience.”
“In the world of big brand, they
use the phrase called digital democracy,”
continued Riegel. “The player can
experience the product the way they want
online and pick up the tickets in store.
It is a tricky thing to land that digital
intersection.”
The crossroads for digital and
terrestrial may be mobile-integrated
signage. “I am not sure anybody has
figured that out either in gaming or at
retail,” said Riegel. “There is a lot of
money being spent on apps that customers
are not using very much. For BCLC, their
app adoption rates are good by industry
standards. Compared to the number of
players they have, it is still a small fraction
of that big group.”
“We purchased Carmanah Signs
because, given their track record with
similar products, they are the ideal
organization to customize Stratacache’s
digital sign offerings for the global lottery
industry.” The digital signage industry is
growing 30% a year. “We are growing
100%. It is a race. There is no ‘off button’
in technology and really not in business in
general,” said Riegel.
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L a Fl e ur ’s M aga z i n e | S e pt e m be r / o c to b er 2 0 1 4
LotteryHUB: 1M Goal by December
S
houtz’ LotteryHUB app is on schedule
to reach 1 million app downloads by
December 2014. The app soared to new
popularity after LotteryHUB became an
official digital app for Mega Millions
in April 2014. The appeal was simple—
equal access to both national lotto games
on one platform.
“With the launch in April 2014,
our downloads increased 80,000 per
month on average,” said Donald Clark,
senior product manager, Shoutz. “Our
engagement is up 917%.”
What this means is that LotteryHUB
can now aggregate a large audience that’s
addressable by national brands. It has also
created a new rewards program where
lottery players can receive exclusive offers
from retailers, brands and companies.
For example, during the summer,
LotteryHUB gave away free movie tickets
and $25 e-gift cards to its users. It turns
out that lottery players are big-time movie
goers; a movie ticket campaign generated
over 3,000 participants (in only 10 days),
with no promotional marketing.
and satisfaction of the user while also
providing relevant advertising to the
company (providing a fantastic ROI for
the advertiser),” said Clark. “This ad unit
has provided the opportunity for us to
generate even more revenue for MUSL
because of its success and advertisers are
now coming in frequently to host rewards
on the app.”
Shoutz is now making more
improvements, including specific
couponing promotions which can create
“The Shoutz app has enjoyed the feedback
and insight gleaned from watching over
600,000 users in the app.”
In August, LotteryHUB advertised
The November Man, starring Pierce
Brosnan. The user could click the digital
ad to watch clips which include a trailer,
teaser, featurette and TV spots. Free AMC
tickets to see the movie were offered.
Rewards Program
For example, on its Facebook page,
LotteryHUB reminded fans “only 4
more hours left to enter for two FREE
The November Man movie tickets from
#LotteryHUB Rewards! Get the app and
enter here (click link).”
The power behind the rewards
program is the ability for Shoutz to reengage with the user to provide even more
relevant offers.
“This increases the engagement
even more opportunities for the advertiser.
“Our rewards program is providing
advertisers identified and marketable users
to deliver a specific ROI of their choice,”
said Clark. “Users are excited about being
rewarded by an advertiser using a tool
they are extremely excited about (the
lottery). Advertisers are excited about
marketing to a specific audience who has
been identified as ‘a moviegoer,’ ‘sports
enthusiast’ or ‘restaurant interest.’”
When a prospective user keys in
LotteryHUB or Shoutz, the App Store
identifies as a Powerball and Mega
Millions Official App. It gets top ratings
on the App Store and Android App Store.
The most recent viewers in August rated
Version 4.4.1 as “Super App!” “I love this
app,” “Great update,””Amazing App,”
“Fun App” and “Nice one stop app.”
In addition to checking for the
winning numbers for Powerball and
Mega Millions as well as providing
the countdown to the next jackpot to
be drawn (with estimated jackpot and
estimated cash value), players can scan
their tickets. The app will notify the player
if he wins a prize. In addition, players can
enter contests to win $10 Amazon gift
cards and AMC movie tickets.
By experimenting with different
prizes and contests, Shoutz is able to
discern what users want and what they
ignore in terms of benefits
“The Shoutz app has enjoyed the
feedback and insight gleaned from
watching over 600,000 users in the app,”
said Clark. “We have watched what they
do, and what they refuse to do. We have
followed their interests in both national
and state lottery offerings and given them
feature sets and benefits they have either
asked for, or discovered and utilized.”
The most active lottery player on
LotteryHUB averages two purchases per
week regardless of the jackpot value.
“They initiated full registration,
telling us a great deal, to get the benefit
of entering their tickets, and receiving
winner’s notifications. They gave up
anonymity to get benefits!” said Clark.
“Additionally, and not surprisingly,
the younger demographic—the coveted
group the lottery historically cannot
get to—are into the games and points
offerings in the LotteryHUB app. They
spend non-lottery time on the application.
And they interact with our third party
offerings. We think there are more
behaviors worth discovering,” added
Clark.
Future Plans
What does the future hold for
LotteryHUB? “We are currently testing
the ability to coordinate offers with
LotteryHUB users through geo-fencing on
a national scope,” said Clark. “Providing
exclusive coupons and offers to lottery
players on an individualized and preferred
basis is the next step to providing
lottery players the most engaging lottery
experience within mobile.
s e p t e m be r /oc tob e r 2 0 14 | La Fleur’s Magazi n e
corporate profile
GLI’s Capen: Man for All Reasons
I
n an interview with La Fleur’s
Magazine, Michael Capen, who
was recently appointed Director of
U.S. Government Development for
Gaming Laboratories International
(GLI), outlined the challenges ahead for
lotteries.
“The hardest job in town is being a
lottery director, because the legislatures
and governors are always looking for
more money for good causes,” said Capen.
“A lottery has to make sure that the new
product it puts out is just as safe as the
products that have been in the market for
decades and supports the lottery brand.”
The former regulator is well aware
of the many hurdles regulators face every
day as well as the constant need to stay
ahead of the technology curve.
“Lotteries will have to continue
reinventing themselves,” insisted Capen.
“I tell regulated jurisdictions that you
are only one legislative session away
from getting new technology. Most state
legislatures meet every year. A regulator
might walk in and find out the legislature
has just approved new technology for
them to know. You have to quickly
embrace that technology and find out how
to regulate it. Above all, a regulator has to
maintain the reputation of the lottery.”
people who have enough expertise to be
effective regulators. “If you are a new
state starting off with iGaming or VLTs,
you may have to go out of the state to
meet the technical requirements that are
necessary to understand the new games,”
asserted Capen. “With iGaming you have
to worry about penetration testing in
terms of hackers getting into the website.
It puts more pressure on the marketing
and auditing staff.”
The industry is watching the trend
on web-enabled lottery initiatives. Many
of GLI’s lottery clients offer secondchance drawings through the internet.
In addition, the Georgia, Illinois and
Minnesota lotteries sell tickets online.
Capen has seen the process from all
sides. At times the regulators go to the
legislatures asking for new laws but the
impetus is usually from someone in the
industry trying to get something passed to
allow a new type of gaming.
“When I worked as a regulator,
seldom did we go to the legislature,”
recalled Capen. “Many times there was
a need for money to fund something
worthwhile. The legislators would have
various options and would have to
decide on which option to liberalize. The
legislature goes to the lottery to find out
“Lotteries can provide VLTs, iGaming,
keno and traditional lottery games so it is
literally one-stop shopping for gaming.”
Capen sees an increasing emphasis
on convergence in the world of gaming
ratcheting up the risk and complexity
that confronts lottery executives. “This
continued consolidation of the gaming
industry, not just the lotteries, has made
everybody look around,” noted Capen.
“Lotteries can provide VLTs, iGaming,
keno and traditional lottery games so it is
literarily one-stop shopping for gaming.
That is very exciting.”
With convergence comes even more
pressure on regulators to stay current with
emerging trends. The question becomes
where can regulators turn to get the
how much money that might be worth.”
Passing the law is just the first
step. Once the law is passed, then the
regulations must be written. Regulators
have to decide what to allow and what
the law will look like.
“A lottery must have a good policy
person on staff to monitor casinos and
tribal, but ultimately it is the lottery
director who knows best what will work
for that jurisdiction,” said Capen.
GLI has grown far beyond its roots
of VLT testing for the South Dakota
Lottery since its launch in 1989. GLI’s
Professional Services Division has four
main areas of
services, each
specifically
designed to
make doing
business in the
lottery industry
faster and
more effective.
GLI’s Professional Services division has
consulted with lotteries on a wide range
of topics spanning the complete spectrum
of the lottery industry, from security
assessments to project management, IT
strategy and implementation and WLA
and ISO standards.
In August, GLI helped the
California Lottery become the first U.S.
jurisdiction to complete the World Lottery
Association’s Security Controls and ISO
27001 Information Security Management
certification audit. “We consider this a
great success and an important business
milestone for our organization,” said
Paula LaBrie, Acting Director, California
Lottery. “GLI’s Professional Services
team helped us complete the necessary
requirements for certification, and we
appreciate their effective and professional
skills needed to achieve this goal.”
The Professional Services division is
just one example of how GLI is expanding
to meet the needs of its diverse clientele.
“Everybody looks to GLI for RNG
testing,” said Capen. “We do so much
more. We perform acceptance testing
for lotteries. We do network testing and
penetration testing. We are evolving with
the lottery industry.”
For example, GLI is poised to aid
lotteries that offer free interactive games
on their websites. “With social gaming
the only element you do not have is the
element of the transaction. Otherwise, all
the other considerations are there. If there
is an RNG involved, you want to test
that user experience. If the site is linked
to the lottery website that players give
their information that has to be secure.
The lottery is the guardian of the player
information. It is a matter of the lottery’s
integrity and public trust. A poor user
experience can be a danger to the brand,”
said Capen.
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Industry News
L a Fl e ur ’s M aga z i n e | S e pt e m be r / o c to b er 2 0 1 4
Lottery Players Are Dying To Play AMC® The Walking Dead Tickets
“It all starts with a single scratch. . .” is
the warning when a lottery customer buys
AMC® The Walking Dead scratch ticket,
licensed from MDI Entertainment LLC.
The popular AMC show is based a an
American post-apocalyptic horror drama
television series developed by Frank
Darabont. Multiple U.S. lotteries are
finding success with this licensed ticket.
“In New Hampshire, over the
summer months, we are typically quiet
with traditional media,” said Maura
McCann, Marketing Director, New
Hampshire Lottery. “The $2 Walking
Dead scratch game is a huge hit with
our players with little to no fanfare due
to the popularity of the television show
contributing to great sales! A Facebook
month-long promotion is getting
incredible attention and just by changing
our cover photo along with our profile,
the comments (good, bad or indifferent)
started to flow!”
Similarly, the Vermont Lottery is
reporting excellent ratings from players.
Jeff Cavender, Director of Marketing and
Scratch them before
they scratch you!
Buy The Walking Dead
ticket today! Win up to
$5,000 INSTANTLY!
Facebook “f ” Logo
CMYK / .eps
Facebook “f ” Logo
vtlottery.com
All profits benefit the Vermont Education Fund
The Walking Dead © 2014 AMC Film
Holdings LLC. All Rights Reserved.
Sales for the Vermont Lottery, said sales
indexing is “exceeding expectations.”
The Vermont Lottery launched the $2
ticket on August 22 to capitalize on the
fan frenzy associated with the fifth season
of the show returning on October 12.
“‘The Walking Dead’ series is the
AMC network’s biggest story and with
the season five premiere timing for this
fall, we wanted to capitalize on that.”
The lottery chose a $2 price point
“which is a good entry point for a new
CMYK / .eps
player. It will appeal to the casual and
steady players as well in its striking
artwork hopefully prompting a purchase
based on the familiarity/popularity of the
TV show,” he explained.
Cavender reported a best practices
survey of other lotteries’ marketing
launches for the The Walking Dead
scratch ticket show showed “multichannel marketing and media support”
were key. The Vermont Lottery is running
its 30-second TV spot on YouTube.
The Missouri lottery is running a
Facebook campaign for the new ticket.
The Grand Prize is a trip for two to
California to view “AMC Talking Dead,”
the network’s first live after-show that
serves as a platform for discussion for
AMC’s series, “The Walking Dead.”
“‘The Walking Dead’ is huge right
now, one of cable’s most watched series,”
said May Scheve Reardon, Executive
Director, Missouri Lottery. “What
would be better than ‘The Walking Dead’
Scratchers ticket for the Halloween
season?”
Scientific Games to Acquire Bally Technologies for $5.1 Billion
On August 1, Scientific Games
Corporation and Bally Technologies,
Inc. announced that the companies have
entered into a definitive merger agreement
whereby Scientific Games has agreed
to acquire all of the outstanding Bally
common stock for $83.30 in cash per
share, which represents a 38% premium
to Bally’s closing stock price on July 31,
2014. The aggregate transaction value is
approximately $5.1 billion, including the
refinancing of approximately $1.8 billion
of existing Bally net debt. The transaction
was unanimously approved by the boards
of directors of the two companies.
“The acquisition of Bally provides
us with a unique opportunity to combine
two exceptional companies with long
track records of creating leading-edge
games and gaming technology products
for players and delivering innovative
solutions to our customers,” said Gavin
Isaacs, President and Chief Executive
Officer, Scientific Games “With leading
gaming, lottery, and interactive content,
world-class systems capabilities and
table game offerings, we believe that
the combined company will be uniquely
positioned as a strategic partner for
gaming and lottery operators, offering a
highly diversified suite of value-enhancing
products and services across multiple
worldwide distribution channels and
platforms.”
“The combined company will feature
world-class research and development
capabilities, an expanded base of
recurring revenues and greater worldwide
penetration in key geographies, including
the AustralAsia region,” added Isaacs.
“The combination with Scientific
Games will benefit our customers and
shareholders,” said Richard Haddrill,
Chief Executive Officer, Bally. “Increased
scale, geographic diversity and product
development capabilities will create a new
runway of growth opportunities through
new products and a comprehensive
portfolio of customer-focused solutions.
This transaction delivers immediate value
to our shareholders, and the highest share
price in our history. We look forward
to working with our new colleagues at
Scientific Games to execute a detailed
integration plan to realize customer
satisfaction and additional value.”
The transaction would expand
Scientific Games’ portfolio of products
and solutions to include leading casino
management systems and table products.
It would also expand the range of
Scientific Games’ social and real-money
iGaming and iLottery products and
services. This expanded portfolio is
expected to position Scientific Games to
better cross-utilize content and technology
across the lottery, gaming and interactive
sectors to propel future growth.
The combined company is expected
to have world-class global sourcing,
production, engineering and product
development capabilities, as well as a
large installed global base of diverse
recurring revenue products and services.
Scientific Games and Bally generated
combined revenue of approximately $3.0
billion in the 12-month period ended
March 31, 2014.
Industry news
s e p t e m be r /oc tob e r 2 0 14 | La Fleur’s Magazi n e
Minnesota Lottery Embraces New Pro-Lite Features
Always innovative, Minnesota Lottery
is first to order jackpot signs with ProLite’s exclusive Day of Drawing (DOD)
feature, which signals the last chance to
play, within space already allotted for
jackpot display. The DOD readout can be
static or activated at will (via the online
system) on drawing day or the day before.
As it’s no secret that ticket sales increase
dramatically on the day of the drawing,
lottery directors, such as Minnesota’s
Ed Van Petten, readily acknowledge the
common sense “no brainer” appeal of the
DOD feature.
Pro-Lite’s development of DOD
stemmed from analysis of buying patterns.
From June 1 through December 31,
2012 New Jersey Lottery’s PowerBall
and MegaMillions ticket sales surged
an average of 336% on DOD versus
non-drawing days; on non-drawing days,
ticket sales averaged $340,823, vs. an
average of $1,143,848 on DOD. As the
most dramatic examples in the six-month
period, Powerball sales rose 707%,
on DOD, (November 24, 2012) and
Ed Van Petten, Executive Director, and Jenny
Canfield, Director of Operations, evaluate the
Z-Dot Digit and DOD 6 jackpot window sign.
MegaMillions sales rose 505% on DOD,
(September 4, 2012). Comparatively,
ticket sales increased an average of 176%
the day before the drawing.
Minnesota Lottery contracted with
Pro-Lite for 6-jackpot window signs and
double jackpot countertop signs, both
with DOD. The window signs sport a
flashy Z-Dot style digit, also chosen
by Loterías Electrónicas de Honduras
(LOTELHSA) for window signs delivered
in January. Product delivery to Minnesota
began in August.
Pro-Lite cooperated with GTECH
throughout the software testing and
certification process. Minnesota is
the 11th jurisdiction in which ProLite’s updatable jackpot signs have
been seamlessly integrated, following
California, Connecticut, Georgia,
Kentucky, New York, North Carolina,
South Dakota, Washington and Trinidad.
Integration with two additional GTECH
systems in the U.S. is pending fourth
quarter product delivery. Pro-Lite signs
are also integrated with multiple systems
from Scientific Games and INTRALOT.
Minnesota’s new countertop sign with solid
digits.
SSI Places 1,400 Ticket Dispensers for Manitoba Liquor & Lotteries
After a successful pilot test with oncounter dispensers with Manitoba
Liquor & Lotteries, Schafer Systems, Inc.
(SSI) now has placed 1,400 units in the
province.
Unlike in the United States, Canadian
lotteries traditionally do not use typical
plastic instant ticket dispensers. Instead
scratch tickets are displayed in large
counter trays under glass. Working with
Pollard Banknote, SSI assisted the lottery
in setting up a pilot test with 18 retailers
for its on-counter Modular-Mini®
dispensers.
The initial results show a 10%
average lift in sales compared to similar
stores. The lottery rolled out the test to
another 15 stores. With the introduction
of its new GEN II dispenser in fall 2013,
SSI switched to the newer unit.
“Manitoba Liquor & Lotteries
is now making the GEN II dispenser
a mainstream merchandising option
for retailers and it looks to have 200
retailers using the displays by the end of
the fiscal year,” said Shay Wahl, Sales &
Marketing Manager, SSI. “Since the initial
test, more packs of new games have been
reconfigured to easily dispense in the
GEN II and most retailers have begun
dispensing from these units in addition to
their current trays.”
SSI now has 35,000+ GEN II units
placed worldwide, since its introduction
in October 2013. Currently, 15 lotteries
worldwide have purchased the GEN II.
The GEN II works with traditional
4-inch book as well as an oversized ticket
or game book. “In the U.S. the majority of
ticket books are four inches wide, but this
is not the case internationally,” explained
Wahl. “The GEN II allows for more
flexibility in the size of ticket packs due to
a removable divider and built-in display
card clips. There are optional side feature
clips to hold our After Glow product or
custom-printed side panels.”
It is a big trend now for lotteries to
use display cards for instant tickets which
provides a standard, uniform size for
merchandising as well as reduces the size
of the dispensing unit. “Many have also
moved towards using Ticket Menu Boards
for their display cards, which are often
used in conjuction with a Promoter®,
which can also help minimize on-counter
space,” said Wahl.
Another trend is uniform displays for
corporate accounts. “Several large chains
now work around their state lottery
partners and purchase directly from the
vendors to ensure they can create their
own uniform look across state borders,”
said Wahl.
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L a Fl e ur ’s M aga z i n e | S e pt e m be r / o c to b er 2 0 1 4
GTECH Introduces From Frank® Licensed Scratch Cards
In September, GTECH will unveil its new
licensed From Frank® scratch cards. The
logo is “making humans smile®.”
“From Frank® is the brainchild of
Kate Smith and her French bulldog, Frank
the Tank. In 2008, Frank’s humorous,
human-like
personality
combined with
Kate’s quirky, yet
happy, habit of
talking for Frank
and the idea of
From Frank was
born,” according to the brand’s website.
“We found Frank at this year’s
Licensing Show and were immediately
smitten with him and his friends,” said
Pat Schmidt, Sr. Director, Brand Licensing
& Marketing, GTECH. “Frank and his
friends have a single mission in life—to
make humans smile. And who doesn’t
want to smile?”
GTECH has the exclusive license for
the lottery category. “From Frank will be
introduced to lottery customers for the
very first time at the NASPL conference in
Atlantic City later this month,” she said.
She added that pet-theme scratchers
sell well for lotteries: “We believe pet
themed games, particularly with dogs
and cats as adorable as those in the From
Frank® license, will always be appealing.”
Frank and all his friends will be
included on the scratch cards. “Frank—
he’s the leader of the group and the
originator of From Frank. He’s also a
bit of a ladies man, but has yet to settle
down, favoring ‘keeping his options
open,’” said Schmidt.
“Walter—he’s been around the block
a few times and loves reminiscing about
the days when hot bitches flocked to him.
Age has made him wise and amid his
snide remarks, you’ll learn something.
Big Louie—he’s never met a shortcut he
didn’t want to take. Louie is slow, chubby
and sloppy, but he has a big heart. He
may not always know the right thing to
do but he tries and that is what makes
him so loveable. LuLu McFluff—she’s
an optimist! A happy-go-lucky fluff ball
wearing rose-colored glasses so thick that
she is a bit clueless. Lulu always sees the
bright side, even when her bright side
may not seem so appealing to anyone else.
Izzy—she’s a high maintenance sex kitten.
She favors doing things she likes to do as
opposed to what anyone else wants to do.
Izzy is always up for some mischief and
you can be
sure she’ll
tell you if
you look
fat in that
dress,” added
Schmidt.
Frank
and his pals
and their
quirky oneliners are
featured on a
line of From
Frank cards.
Lottovate: New Digital Champion for Lotteries Around the World
Lotteries have a new choice of partner
to help realize the revenue-generating
potential of digital channels: Lottovate.
Lottovate is a global digital lottery
services provider that can help maximise
lotteries’ revenue from digital products
and channels, including mobile, wherever
they are in the world.
Lottovate will draw on parent
company Tipp24’s 15 years of experience
in product innovation and development,
player acquisition and customer
relationship management (CRM).
Combined with its data analytics,
marketing and technology expertise,
Lottovate can work with partners to
develop digital lottery revenues, improve
player experience and add measurable
value through a range of services: digital
retail, marketing services and multichannel consultancy. Lottovate is well
positioned to become the go-to digital
partner of choice for lotteries.
“In a highly connected, multi-channel
world, it seems surprising that many
players still cannot buy lottery tickets on
demand and on the move,” said Lottovate
Managing Director Zuriñe Sáez de Viteri.
“The growth of eCommerce shows that
the market for buying goods and services
online and via mobile devices continues
to expand, but the lottery world hasn’t
typically responded to this demand.”
Lottovate understands that the
world of lottery can be a complicated
one. Their unique position in the hearts
of communities gives them a greater
responsibility and duty of care than other,
more commercial, businesses.
“This means that a move into digital
will come with challenges and potential
obstacles, but whether you’re developing
a digital strategy, or simply evaluating the
potential, Lottovate can help because it
understands player behavior,” said Sáez de
Viteri. “We call this ‘Digital Insight’ and
we’re incredibly excited to be bringing
this new proposition to the global lottery
market.”
As a digital retail provider, Lottovate
can become a lottery’s sales partner for
interactive channels. For lotteries looking
to launch an interactive service or replace
an existing platform, Lottovate can make
it a seamless transition with end-to-end
channel management. Its full-service
proposition covers everything from
lottery game content and host platform
integration to player account management
and customer service. It also includes
responsible gaming, content management,
customer lifecycle management and CRM.
Lotteries that already have an
interactive channel can also optimize
performance with Lottovate’s marketing
services expertise in player acquisition,
conversion, retention and CRM.
By analyzing site performance, key
performance indicators and player data it
can create and execute detailed interactive
marketing plans for enhanced results.
Finally, in its role as a multi-channel
consultant, Lottovate can apply its
unique insight developed during 15
years in digital lottery to help partners
develop market projections, multi-channel
strategies and business cases for online
channels and products.
Industry news
s e p t e m be r /oc tob e r 2 0 14 | La Fleur’s Magazi n e
AdMart’s Ed Cahoon Leads the Charge on Retail
Ed Cahoon, AdMart’s National Accounts
Manager, sees the seemingly peaceful store
front as a war zone.
“The lotteries are in a battle every
day,” noted Cahoon in a recent interview
with La Fleur’s Magazine. “They are in
the mix at the retail location with the
beer companies, with the soda companies,
with the cigarette companies. Getting that
‘Buy Lottery’ message out to distracted
customers is a battle.”
Lighted window signs draw the
customer’s attention while jackpot sizes
provide information at the point of sale
(POS). Cahoon sees the struggle in getting
the consumer’s attention while they are
actually in the store shopping.
“It is vital to bring the lottery brand
to the face of the customer. We are always
attacking those areas,” continued Cahoon.
“You have to maximize the available
space as efficiently and effectively as
possible.”
AdMart has a corp of dedicated
professionals that support lotteries at the
POS. “One of
the great things
about Ad Mart
is we have
in-house space
planners who
can actually
design for
an area, get
it permitted
and built. It is
pretty much
hands off for
the lottery until
they’re ready
to start selling
tickets—which
is a great
service that we
offer.”
Further,
AdMart has
the capabilities
through its
sister company to do graphic design and
printing along with other in-store services
that a lottery requires.
Cahoon knows from field experience
the importance of strong branding.
“The look and brand identity are
just as important for the lottery as it is for
Foot Locker or Home Depot. Lotteries
are a big time consumer package brand.
I get that because obviously I spent a lot
of time working at Foot Locker and other
marketing companies.”
At this year’s NASPL conference,
AdMart is rolling out several new
products to complete the lotteries’ arsenal
on the retail battlefield.
“At the NASPL show, we will be
unveiling two brand new concepts,” said
Cahoon. “These are two higher-endlooking play stations at a very good price
point. The molded plastic play stations
that are in the market now have a tired
look. Many lotteries want a fresh look for
their visible, higher-end stores. Our kiosks
will offer daily change graphics and a lot
more graphic area.”
Ipsos Research Tracks Barriers to Play for Lottery Customers
“There’s a certain art to it,” confided
Paul Lauzon, Senior Vice President &
Managing Director for Ipsos. The ‘IT’
he referred to is the balance of alchemy
and creativity that it takes to render
meaning from qualitative and quantitative
consumer data.
One particular client engaged Ipsos
to take a much deeper look at barriers
to play. The study sought an answer as
to why consumers who used to play the
lottery stop buying lottery tickets. “We
have done some ethnography studies in
the forms of shop-a-longs. A researcher
tags along with a fairly frequent lottery
scratch game player through to the
purchase process,” said Lauzon.
Ethnography studies are not new but
this tableau is deeper than most. Ipsos
videotaped the shop-a-longs, then showed
the results to a focus group made up of
lapsed or non-players.
“The goal is to see if we can get
them to identify with any of the things
they see in the video,” said Lauzon. “We
take the qualitative study and take it to a
quantitative level. We did some research
to further quantify the findings.”
Ipsos employed implicit association
to quantify the survey results for the
Minnesota Lottery.
“The standard survey has a scale
from not important to very important,”
explained Lauzon. “The respondent
might give you anything along that scale.
Implicit association testing measures the
speed at which the respondents react
to the questions. We put them through
calibration testing first so we have a
control.”
One of the things that research on
research (yes, apparently researchers
research researching) has shown is that
emotional commitment and connection to
a statement made by an attribute or brand
can be measured by response time. So
Ipsos is capturing the qualitative data and
the quantitative intensity of the response.
“The specific takeaways we found,
for example, was that some people say
that they would play if the money went
to a worthwhile cause,” noted Lauzon.
“What we found is that statement is not
true. The worthwhile cause helps people
rationalize a decision. People who buy
big ticket items often go through post
purchase dissonance. Lottery players may
go through the same feeling.”
The idea that the money goes to
a good cause relieves post purchase
dissonance but it doesn’t motivate players
to play. “It still may be a good thing to
do but we are advising clients not to land
on this as a way to sell more tickets,”
explained Lauzon.
What’s ahead for Ipsos? “We strive
to bring new ideas and techniques to
our customers to better understand the
player base. Implicit association is one
example of that. It is gaining traction,”
said Lauzon.
“Mobile apps are big and we have
the ability to use mobile to track players
behavior. We have a mobile app at Ipsos
that tracks customers. It uses opt-in
geotracking. The app can be prompted
as they walk into a retailer. It allows real
time surveying of clients,” he added.
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L a Fl e ur ’s M aga z i n e | S e pt e m be r / o c to b er 2 0 1 4
3Oak Gaming: Producing Next Generation Casual & Social Games
The vision of 3Oak Gaming, based in
Quebec City, is to be the leading social
content provider for lotteries and casinos.
This means building social experiences
across all channels.
With 800 million video game players
every month, the market is massive. “This
is the way to reach new demographics.
For online and mobile, we take the most
popular casual and social game mechanics
and blend real-money gaming component
in there. In other words, imagine Candy
Crush or Farmville with payouts,” said
Francois Sansregret, General Manager,
3Oak Gaming. He is a former 25-year
veteran of Loto-Québec.
3 Oak is already offering two games
and a Casino Suite, all online in the
U.K. On the retail side, 3Oak Gaming
is working on a hybrid product. There
would be a mobile portion to the game
experience that leverages the social
game mechanics found on the top video
game titles sold on the App Store while
mobilizing the lottery industry’s massive
retail channel.
3Oak Gaming develops products for
a multiplatform system. But the fastestgrowing platform for lotteries is mobile.
Since the firm was incubated by the same
founder as Frima Studio—the largest
privately-owned Canadian video game
developer—it has significant expertise in
developing mobile titles.
“The key formula here is to adapt the
experience and not just ‘port’ the existing
game—the controls, the screen resolution,
the way the device is held, are all things
you need to consider when building a
game on mobile,” said Sansregret.
The key is to make it simple for
players to understand and have fun within
the first 30 seconds. “They have little
patience at the beginning,” he said.
Let a player try the game if he is a
first-time user. “Registration has a massive
impact on the drop rate so it’s important
for the user to have fun before making
this commitment,” he stressed.
As for turning a social game into an
iLottery product, the reception has been
good. “Lots of lotteries are forwardthinking and already looking at the next
generation of lottery products to maintain
the appetite of today’s consumer,” he said.
“Still some lotteries think ‘their clientele’
is not ready yet.”
3Oak can also work with a lottery
to develop free-to-play games. “This is
certainly something we can do as we have
done with Slingo in the past (Slingo Five
Card Poker, IOS),” he said.
Currently, 3Oak Gaming is working
on a social platform for lotteries and
video game developers. “This would
enable any lottery to have social features
in its game and infrastructure. The way
we are designing our virality features
will produce significant impact on player
retention and incremental revenues,” said
Sansregret.
EquiLottery: A Hybrid $2 Lottery/Racing Game Is “Off and Running”
EquiLottery President and CEO Brad
Cummings hopes to parlay his position
as president of the horse racing industry’s
most influential online trade publication
into a winning bet for North American
lotteries. One would be forgiven for
thinking of a racing expert as some crusty
paddock rat, but Brad is a horse of a
different color. The 36-year-old Chicago
native brings a fresh prospect to both the
‘Sport of Kings’ and the world of lotteries.
Cummings has crisscrossed the
continent to make presentations for racing
and lottery commissions on the concept
of launching a $2 terminal game based on
the results of live racing.
Now that may sound familiar. North
America’s first modern day lottery, the
New Hampshire Sweepstakes, picked
its numbers based on the outcome of
races run at Rockingham Park. But
EquiLottery’s offering is as far from that
as poodle skirts and bouffant hair.
This game delivers dynamic payouts
to horseplayers and lottery players by
commingling the same wagering pools,
pays lotteries expected
revenues and expands
customer base and
directly increases horse
racing handle, exposure
and distribution.
“This $2 game
gives the opportunity
to pay out more than
your normal Pick 3 wager—or lottery
ticket—through the lottery terminal,” said
Cummings. “You’re not going to have a
Powerball kind of rolling jackpot—but
it’s the same progressive structure. And
legally, our cash flow is identical.”
But wait, isn’t racing just as
demographically challenged as lottery?
Not according to Cummings. “What is
true in the racing industry is that the
millennials are drawn to the excitement
and the pageantry of it all. If you went
to the Belmont Stakes this year, you’d see
an incredibly young crowd. But if you go
on a Thursday at just a regular racetrack
with nothing surrounding it, that’s when
you have the problem with the age gap.”
Cummings said that lottery and
racing have the same problem in engaging
millennials. EquiLottery offers the
experiential excitement they crave with
the convenience they demand.
Revenue projections are no mere
horseplay. Initial estimates for this
product well exceed $100 million in
some jurisdictions. “We commissioned
revenue reports by Gaming Laboratories
International looking at each jurisdiction,
both from the lottery revenue perspective
and then also what the handle impact
will be on the game. For instance, in our
already released Ontario study, they are
projecting $100 million in game sales in
its first year and $101.5 million in racing
handle,” said Cummings.
Industry news
s e p t e m be r /oc tob e r 2 0 14 | La Fleur’s Magazi n e
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Jumbo Interactive: National eRetailer for All 16 German Lotteries
Jumbo Interactive has just completed a
major milestone by teaming up with all
16 German state lotteries to sell lottery
products online.
Under the German model, companies
like Jumbo are permitted to apply for
licenses to operate as lottery retailers in
the digital channels. E-retailers represent
multiple sales points on the web.
Jumbo Interactive’s past experience
as an e-retailer to the Australian state
lotteries gave the company a roadmap to
create a business plan to provide services
to the global membership of the World
Lottery Association (WLA).
In 2012, federal legislation
changes in Germany opened the lottery
market, permitting licensed companies
like Jumbo to sell lottery online on
behalf of Germany’s 16 state lotteries.
Jumbo’s technical staff met the specific
requirements of the state lotteries
and built the Jumbolotto.de website.
Developments
to the legislation
AdMart 2014.pdfspecific
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4:26 PM
include age controls, geo-location
verification, and responsible gaming
measures, as well as specific game rules
and regulations of the 16 lotteries.
From its head office in Brisbane,
Australia, Jumbo began the process of
applying for a license in Germany, two
continents away. The company opened its
offices in Munich in October 2012 and
began preparations for the launch.
Five months later, the Jumbolotto.de
website was launched in the largest state,
North Rhine-Westphalia, with the Jumbo
site interfacing with the lottery’s gaming
system to record each lottery purchase in
real-time.
Progressively each of the 16 state
lotteries was added to the network, and
on the final day, June 26, the last three
German lotteries were launched online.
To provide the best experience for
the German state lotteries, Jumbo also
launched a completely new systems
platform. This next generation platform
was developed in-house by Jumbo’s
development team to take advantage of
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the latest web-development and security
technologies.
The Jumbolotto.de website interfaces
with gaming systems supplied by Scientific
Games, GTECH and INTRALOT.
Now the Jumbo Germany marketing
staff, supported by a marketing team from
Brisbane, has launched a comprehensive
marketing and promotions campaign
to help all 16 lotteries maximize sales
through digital sales channels.
The experience gained in the process
of implementing i-lottery in Germany
and Australia will be most applicable in
highly regulated markets all around the
world, particularly in the U.S. The Jumbo
solution provides a pathway to i-lottery
that is compliant with the regulations of
almost all jurisdictions while meeting the
needs of the retailer community.
Armed with the momentum and
experience gained from its German
venture, Jumbo continues to pursue
opportunities for its e-retailer i-lottery
services worldwide.
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Industry News
L a Fl e ur ’s M aga z i n e | S e pt e m be r / o c to b er 2 0 1 4
Instant Win Gaming: How to Convert a Retail Scratch Card to Online
A great way to launch an online instants
portfolio is to include within the portfolio
an online version of a popular retail
scratch card. This leverages the strength
of the lottery’s brand in the offline world
whilst also bringing a degree of familiarity
to players which is important in the early
stages of an online launch.
“When creating an online version
of a retail scratch card, you should not
be restricted to a direct like-for-like
conversion,” said Jonathan Drysdale,
Game Development Manager, Instant Win
Gaming (IWG).
“Online creates excellent
opportunities around the game that are
not possible offline—simple functions
enhanced with animations, sound and
more interaction, or more advanced
features such as persistent games you
return to, sharing, achievements and
‘leveling-up.’ Mobile specifically brings yet
more unique opportunities with gesture
recognition, a camera, geographical
awareness and the accelerometer,”
explained Drysdale.
“With online conversions though,
comes a word of warning (particularly
with mobile),” he added. “With online
there is the ability to do all sorts of
exciting things, but just because you can
do something doesn’t mean you should.
It’s important to remember these are
lottery products aimed at the lottery
playing mass market. Any features that
are added should always enhance the
experience for players and not be at the
expense of key factors such as ease and
simplicity of play.”
Converting a retail scratch card to
online needs to be chosen carefully. “It
should ideally be one of your flagship
titles to ensure you make the most of the
familiarity factor; however, some scratch
cards are less suited for conversion than
others, particularly if you want to target
some of the older mobile devices with
smaller screen sizes,” he explained.
One of the justifiable concerns
lotteries have is with regard to online
cannibalizing offline. “When conversions
are done carefully, this won’t happen,”
said Drysdale. “In fact, most of the
territories we’ve delivered to have actually
seen a rise in offline sales after the online
have gone live.”
Finally, the conversion also needs to
remain true to, and respect, the lottery’s
brand, which has been built up over many
years of success from the offline world.
“Working closely with lotteries IWG have
converted scores of games for online in
a way that has enhanced the lottery’s
brand whilst delivering some of their best
performing titles,” said Drysdale.
Malta Invigorates Its National Lottery Image With Smart Technology
Maltco Lottery’s search for new lottery
draw machines was specific. The new
machines must be high quality, reliable,
durable, and have an attractive, modern
design. New drawing balls must
accompany the machines, each with
near perfectly identical weights and
measurements to ensure the integrity of
each drawing.
Smartplay International was happy
to meet Maltco’s needs and recently
installed two sleek, chrome Phoenix Bingo
air mix drawing machines and multiple
sets of their custom-produced Smartballs
incorporated with a Solution System, in
beautiful Malta.
Maltco uses the new Phoenix Bingo
machines for their weekly Super 5 and
Lotto games.
Every Wednesday, in Super 5,
the machine draws five out of 45
numbers. On Saturdays for Lotto, five
out of 90 numbers are drawn for the
first three game winning categories:
“Prima,” “Ambo” and “Terno.” Then
three additional numbers are drawn to
determine the winning combination for
the “Quaterno Plus” game.
The draw machines are hosted on
the new state-of-the-art studios of Maltco
Lotteries and draws are broadcasted on
the National Television Station. The draws
are available on the company’s website
www.maltco.com and www.tvm.com.mt.
“Smartplay draw machines
contribute in the company’s strategy
to offer its players a good service with
entertaining and high quality draws,
ensuring integrity and hence the company
was being able to be certified by TUV,
with the ISO/IEC 27001 standard for
all the functions related to the conduct
of Live Lottery Draw,” said Dr. Ioannis
Katakis, CEO, Maltco Lotteries.
“By using Smartplay’s Solution
System, Maltco’s drawings are equally
as secure and it’s almost effortless to
disseminate their winning numbers
and record their draw statistics,” said
Smartplay Vice President Tom Markert.
The Solution System, by using RFID
to record each number as it is drawn,
stores the data electronically and is
capable of transferring all the relevant
draw information to display systems
immediately as well.
“We are marrying the traditional
aspect of lottery drawings with today’s
modern technology. We remain committed
to providing draw equipment of the
highest integrity, as well as economical
and highly attractive,” said Markert.
Maltco Lotteries Ltd, a subsidiary
of INTRALOT, is the exclusive Operator
of the National Lottery games and
additional games for Malta.
Established in 1993, Smartplay
is dedicated to the creative design,
development and manufacture of lottery
drawing equipment.
s e p t e m be r /oc tob e r 2 0 14 | La Fleur’s Magazi ne
Greek SCRATCH Launch
SCRATCH games were launched
nationwide in Greece on May 1, 2014,
introducing a whole new game category
in the Greek lottery market. Even though
players have experienced instant type of
games in the past, SCRATCH came as
a completely new proposition bringing
to the players in Greece what they have
been asking for: A new, fun, simple to
play, game with higher returns and a wide
range of exciting versions.
Lucky coins, 24 Karat Cash, Magic
Cherries and Emerald Green 7s were
the first four games that were launched
with a ticket price of €1, €2, €3 and €5
respectively.
These games offer four different
themes, four different price points, and of
course, four different prize propositions.
Players pick the game they like, having the
chance to win from €1 up to €500,000!
The SCRATCH brand found an
enthusiastic acceptance during its first
four months on sale. An integrated
360-degree marketing campaign, which
used all communication channels, has
positioned SCRATCH as the game that
can change the player’s mood in an
instant! “Very quickly, SCRATCH became
the talk of the town and a great success!,”
said Anastasia Ploiarchou, Marketing
Director, Hellenic Lotteries S.A. “Our
advertising slogan for SCRATCH is:
Change your mood in an instant.”
globe link
Just two months after its launch
SCRATCH:
-Was rated as the second most
likeable brand among OPAP games.
-Reached brand awareness of 77.4%
and ad awareness of 68.4%. (Source: Ad
tracking research results-Tempo OMD
Hellas, June 2014).
In terms of financial results
SCRATCH reported 91 million euros in
revenues for the first two months of its
operation. As this article goes to print,
more than 17 million people have won in
all four games while at least 100 million
euros have been distributed to players.
These impressive numbers are continuing
an upward path.
SCRATCH tickets are sold at
the dedicated OPAP lottery stores as
well as convenience stores, kiosks and
street vendors. A diverse network of
approximately 7,000 POS is currently
available across the country evolving in
a new type of retail businesses. Since this
is the first time that a lottery product is
sold in non-dedicated lottery shops, the
need for a responsible gaming program
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L a Fl e ur ’s M aga z i n e | S e pt e m be r / o c to b er 2 0 1 4
emerged. As a result, it was incorporated
in all communication actions not only at
a store level but also at an overall mass
communication level.
Hellenic Lotteries S.A., the
consortium of three leading companies
(OPAP S.A., Scientific Games
International and INTRALOT S.A.) in
the lottery gaming sector, is planning to
launch four more games by the end of
2014, offering players more chances to
win and more options on instant luck.
G E T
Y O U R S
T O D A Y !
National Scratchers
Canadian lotteries’ total combined sales
of national instant games in fiscal 2014
exceeded C$400 million, surpassing
expectations, budgets and prior year sales
which were approximately C$250 million.
“The success of these national games
also drove overall instant sales growth
in Canada, which was up 7.5% versus
fiscal 2013,” said Merrill Fullerton, Senior
Brand Manager, Instants, Atlantic Lottery
Corp. (ALC). “Certainly, many of our
games in fiscal 2015 will follow formulas
that are very similar to the tickets
launched last year, a testament to the
phenomenal success we experienced with
these games in fiscal 2014,” said Fullerton.
“Like last year, we are offering two
spotlight-style games—one at C$20 called
C$200 Million$ Extraordinaire and one
at C$10 called C$100 Million$ Fortune in
fiscal 2015. We are also launching another
variety game called Classic Ruby that is
modeled after our previous Classic White
and Classic Gold tickets,” he added.
Three Canadian lotteries (BCLC,
OLG and WCLC) are partnering on a
licensed game called Cadillac® Riches,
which offers a combination of large cash
prizes as well as vehicle prizes. It launched
June 2 in select markets.
“The game also extends online
through the interactive web site
Cadillacriches.ca, where players can enter
a unique contest code from their eligible
INSTANT ticket for another chance at
winning,” said Fullerton. “This multijurisdictional contest is new for Canada,
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Prizes are randomly distributed across Canada.
At time of purchase, some of the prizes may
have already been claimed.
which brought together several lotteries,
our ticket printing partners, interactive
companies and the license holder (General
Motors) into new forms of partnerships.”
While C$7 games have become
a regular feature of ALC’s regional
portfolio, it is not a common price point
offered by most Canadian lotteries. This
year, Loto-Québec and WCLC joined ALC
to launch a C$7 Royal Treasure ticket.
The C$7 game launched June 2nd in
select markets.
As far as best practices scans for new
game ideas, the Canadian partners draw
from their own experiences managing
regional and national instant portfolios.
“Of course, that experience is littered
with both good and bad examples so
when we do look outside for ideas we
must first consider the uniqueness of
the Canadian marketplace and our
own regional nuances,” said Fullerton.
“Canada’s population is miniscule and
geographically dispersed, so what works
in Massachusetts or New York may not
resonate with our players or may not be
financially sustainable.”
Specific games or strategies from
other jurisdictions may be considered,
particularly around pricing, game mix and
themes, added Fullerton.
Portugese iLottery
Santa Casa da Misericórdia de Lisboa
(SCML), the national Portuguese lottery,
has awarded a new contract to expand its
iLottery offering to NeoGames.
“Since 2010, SCML has experienced
a tremendous growth in instant tickets
sales with a record sales in 2013 of 590.7
million euros. With NeoGames we have
found a reliable partner that can help us
increase our revenues from our interactive
channels while maintaining a high degree
of security and social responsibility.
The knowledge they bring from other
jurisdictions and their ability to customize
this to the specific requirements of our
lottery is of great value and was a key
factor in our selection of them as a
primary provider of iLottery games,” said
Fernando Paes Afonso, CEO and Vice
President of SCML.
“We’ve developed a very close
working relationship with JSC, the
gaming division of SCML,” said Ilan
Rosen, CEO of NeoGames. “The growth
of instant ticket sales experienced by
SCML in recent years is a reflection of
the lottery’s hard work and dedication
to providing a rich and exciting gaming
experience in a secure and responsible
manner for the people of Portugal. We
are committed to building on the success
of this partnership and will continue
to explore with the lottery new and
innovative products and marketing
strategies.”
Throughout the duration of the
agreement, NeoGames will supply the
lottery with customized games from its
successful portfolio, along with interactive
versions of existing printed tickets,
currently available in retail shops.
NeoGames will also provide SCML
with elements of its iLottery platform,
thus enabling the lottery to manage
some operational aspects of the business.
“Being able to manage the platform
independently empowers the lottery and
is a core strategy for NeoGames. We
strongly believe in sharing our knowledge
and expertise with our clients,” said
Rosen.
Furthermore, as part of the
agreement NeoGames will provide the
lottery with marketing services. This
collaboration will ensure that the lottery
will continue to enjoy growth in revenues.
In calendar 2013, SCML reported
it sold three price points for its eInstant
tickets (€0.50, €1 and €2). At retail, SCM
sells five price points for instant tickets
(€0.50, €1, €2, €3, €4 and €5.
In Portugal, instant tickets are
branded as Lotaria Instantânea
(Raspadinha).
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Victorian Contract
INTRALOT Gaming Services Pty Ltd, a
wholly owned subsidiary of INTRALOT
Australia Pty Ltd, has signed a contract
with the Victorian State Government in
Australia to implement a voluntary precommitment scheme for up to 30,000
electronic gaming machines (EGM) across
the State including the Melbourne Casino.
The Pre-Commitment solution in
Victoria, Australia will be a state-ofthe-art and world leading Responsible
Gaming initiative. The scheme will be
voluntary for players; it will, however, be
mandatory to be offered on all gaming
machines operating in Victoria including
at the Melbourne Casino. Players will
be able to set time and loss limits on any
electronic gaming machine, track their
play across the State and electronically
access their personalized information at
any gaming venue, or online.
Following the successful contract
negotiations and a thorough technical
and commercial due diligence process,
INTRALOT will undertake the operation
of the pre-commitment service for a
period of 12 years, until August 2027,
with system being planned to be installed
during 2015 before the official launch on
December 1, 2015.
SPHINX 3D™ Game
GTECH’s award-winning SPHINX
3D™ game is now live on casino floors
throughout Europe. The SPHINX
3D game made its European debut
throughout Germany with installations
at all nine of the Spielbanken Bayern
properties in Bavaria.
Casinos in Italy, Spain, Cyprus,
Estonia, Latvia, and Slovenia have
also implemented the game, with more
European countries to soon follow. The
United States also went live with SPHINX
3D installations across various states
including Las Vegas, Nevada.
“The preliminary feedback
we have received from players at
promotional events where SPHINX
3D is live has been extremely positive,”
said Marcel Heutmekers, Vice President
of Commercial Gaming, GTECH
International. “Players are enjoying the
3D effects, as they enhance the typical
gaming experience and add an extra level
of excitement.”
The SPHINX 3D game is the first
of its kind to use a glasses-free 3D
display, and the first game released as
part of GTECH’s True 3D™ line. It
pairs autostereoscopic technology with
eye-tracking that constantly adjusts the
image based on the player’s line of sight.
This generates a high-resolution image
that leaps off the screen, creating an
experience unlike any other game on the
market. The game runs on the AXXIS™
cabinet, which creates a sense of personal
space and maximizes player comfort.
The cabinet, combined with the True 3D
technology, produces an all-encompassing
3D experience.
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“We’re very pleased about the
launch of the SPHINX 3D game in
each of our nine casinos,” said Josef
Müller, Vice President, Staatliche
Lotterieverwaltung Bayern. “The product
looks great and customers immediately
take to the machine’s unique features and
functionality. Players are very impressed
when they see the 3D effects for the first
time, and their reaction shows that we
made the right decision by adding the
SPHINX 3D game to our casinos.”
OLG Contract
In September, Bally Technologies, Inc.
announced an agreement with the
Ontario Lottery and Gaming Corporation
(OLG) to provide the central casino
gaming system solution throughout
the province. In conjunction with the
OLG’s modernization, OLG will be
implementing Bally’s system technology
to align and comply with “Conduct and
Manage” responsibilities under Canada’s
Criminal Code, and implement enhanced
responsible gambling tools to the casino
gaming facilities and operations across
Ontario.
FutureLogic
JCM Innovation Corp., a subsidiary of
JCM American, doing business as JCM
Global, has finalized its acquisition
of FL Group, LLC., doing business as
FutureLogic, from American Capital, Ltd.
The deal’s closing further enhances
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JCM’s competitive position as the leading
supplier of peripheral products to the
industries it serves around the world,
including banking, gaming, kiosk, retail
and transportation.
JCM’s exceptional line of peripheral
component products now includes bill
validators, printers, digital media as well
as FutureLogic printers and couponing
solutions, such as Ticket2Go™,
TableXchange® and PromoNet® systems
products.
In addition to the FutureLogic line of
products, JCM will continue to market,
sell, service and support the Nanoptix line
of printers, including the award-winning
PayCheck 4™ thermal printer.
“This is an exciting day for JCM,”
reported JCM Global Vice President
of Sales Mark Henderson. “With this
acquisition finalized, we are able to
expand our portfolio to further increase
our level of customer service. Now
we are better equipped than ever to
provide industry-leading solutions to our
customers in the diverse industries we
serve around the world.”
WLA Associate Member
WLA General Assembly has ratified
Kambi Sports Solutions as an Associate
Member of the World Lottery Association
(WLA). This membership will give Kambi
access to the WLA network of associate
members, conferences and other events as
well as certifications.
The WLA is a member-based
organization advancing the interests of
more than 150 state-authorized lotteries
The WLA promotes the highest
standards of social responsibility and
seeks to improve public understanding of
the beneficial role that state lotteries play
in society.
Gas Station Radio
AllOver Media, Inc. has acquired Gas
Station Radio (GSR), the nation’s largest
convenience store audio network. GSR
delivers high quality audio advertising
to gas pumps in the top DMA’s by
broadcasting effective advertisements with
custom content that includes music, local
news and sponsored auto-care tips.
“We are now able to deliver static
advertisements coupled with audio
content, resulting in a multifaceted
L a Fl e ur ’s M aga z i n e | S e pt e m be r / o c to b er 2 0 1 4
experience at the pump,” said Tony
Jacobson, CEO and Founder of AllOver
Media. “Combine that with our other
media assets available at the station,
and the outcome is an unrivaled media
solution that can effectively market any
product or brand.”
Sustainability Report
GTECH S.p.A. announced the release
of the 2013 Sustainability Report.
This marks the seventh edition of the
report, which describes GTECH’s social,
environmental, and economic impact.
The Sustainability Report
is GTECH’s primary method for
communicating its commitment to
responsible gaming and community
outreach to its stakeholders.
“GTECH has always been focused
on the cultural and social issues that affect
our industry,” said GTECH S.p.A. CEO
Marco Sala. “In fact, GTECH was one
of the first companies in the industry to
advocate for responsible gaming, and to
design and implement specific actions.”
Mobile Lottery
Paymaxs Ltd., a world marketing leader
in changing the lottery experience for
the end user, announced the firm has
signed the first-of-its-kind mobile lottery
agreement with Lotto Hessen.
Paymaxs’ unique solution includes a
full rich back-office system; a regulation
engine which meets the specific regulatory
requirements; a perfect solution for
responsible gaming; full databases and
knowledge bases of customer behavior for
marketing and sales efforts and a direct
communication channel.
“We are pleased to offer players
opportunities of interacting with Lotto
Hessen by sending lotteries remotely and
at the same time, being able to enjoy an
interactive experience they have never
experienced before,” said Eitan Linker,
CEO of Paymaxs. “We are focused on
bringing new life to the lottery game
and at the same time, enabling extended
reach, greater participation and additional
revenues.”
Paymaxs was founded with the aim
of enabling lottery companies to engage
customers in a modern, exciting lottery
experience simultaneously, increasing
revenues and reducing costs.
The company has established a
revolutionary method to make your
product the core motivation for millions
of people to join an independent social
community. Paymaxs‘ goal is to support
lotteries during the transition period
of transforming their old games into a
modern, attractive experience for all.
Contract Extensions
Scientific Games has signed a contract
extension with the Minnesota Lottery. It
will continue as the lottery’s secondary
instant game provider for two additional
years beginning July 1, 2014.
Scientific Games has also signed a
contract extension with the Colorado
Lottery and will continue as the lottery’s
primary instant game provider for three
additional years beginning July 1, 2014.
D.C. Extension
INTRALOT announced the extension
of its Online Gaming and Instant Ticket
Management Computer System contract
with the D.C. Lottery. The extensions will
commence on March 30, 2015 and go
through March 29, 2020.
International Contracts
Scientific Games has signed a new
contract with TIPOS a.s. to provide
instant games and consulting services. The
four-year contract, which was awarded
through a competitive procurement
process, began on January 1, 2014.
Scientific Games has also signed a
new contract with the Taiwan Lottery
Co., Ltd. (TLC) to provide instant games,
licensed properties and marketing services.
The two-year contract, which was
awarded through a formal procurement
process, began June 2014. It may be
extended for an additional two years.
1-Off® Deal
GTECH and Arizona Gaming Designs,
LLC, have signed an agreement to bring
Arizona Gaming Designs’ patent-pending
Plus or Minus lottery game to GTECH
customers. Plus or Minus, also known as
1-Off®, gives players another way to play
3-digit and 4-digit daily numbers games,
offering a chance to win even if the
numbers chosen don’t exactly match the
numbers drawn by the lottery.