This edition of La Fleur's Magazine features a holiday roundup including a new holiday scratcher family, pets, interactive programs and more. NCPG signs 30+ lotteries for 2014 Holiday Lottery Campaign. MONOPOLY MILLIONAIRES' CLUB™ was launched in Times Square in NYC on October 20. Papa John’s teams up with North Carolina Education Lottery for branded scratch. Learn more about EZmatch as an add-on game where sales add up for lotteries.
La Fleur's 3rd quarter calendar 2014 versus 2013 statistical report ranks U.S. and Canadian lotteries by total, draw and instant sales. Get the new FY14 VLT statistics for North American lotteries.
GlobeLink features Advent Calendar tickets in Europe plus holiday programs in Australia and New Zealand.
Holiday Gifts Family
Holiday Golden Greeting
Pennsylvania’s Interactive Game
Powerball 2015 Redux
Advent Calendar Ticket
December 1 is a nostalgic day on the holiday calendar when the 24-day countdown to Christmas begins. Many families love the tradition of opening the “little doors or shutters” numbered one through 24 to reveal the Advent surprise, such as a picture or chocolate candy.
For the European lottery industry, sales derived from the Advent Calendar ticket are particularly sweet. While the artwork and layout will change each year, one thing can never be altered—there must be 24 shutters, numbered 1-24.
Danske Spil has sold its Julekalender Quick ticket since 1994. Veikkaus Oy has delighted Finns with its Advent ticket since the 1990s. Loterie Romande sells a Joyeuses Fetes, as its Advent Calendar.
The Scandinavian lotteries are famous for their colorful designs that recall Santa’s exploits, mischievous elves, Germanic Christmas trees, snow men and angels. Each year these tickets feature a new layout and design. Part of the fun is deciding where the shutters will appear—whether Father Christmas’ felt jacket or as ornaments hanging in the fir tree.
This year, Danske Spil features Santa and his sleigh on his nighttime travels. The artwork is framed by a rectangle of 24 shutters featuring angels and snowmen.
Loterie Romande used a snowy skiing scene featuring skiers traversing the mountain or riding a gondola for its 2014 Joyeuses Fetes ticket.
In Austria, the “Adventkalender zum Rubbeln” enjoys great popularity with the instant players. “Every year we relaunch the ticket with a new Christmassy layout. However, the game mechanism stays the same, a ‘Count the symbol’ mechanism, and consequently you will always find 24 scratch fields on the tickets—one for every day until Christmas. It is also very popular because every ticket wins,” said Danielle Seifried, Assistant Instant Product Manager, Austrian Lotteries.
Multiple German lotteries sell Advent Calendars which is no surprise since the Advent Calendar can be traced back to Germany.
“Lotto Bayern does not sell a special Advent Calendar instant ticket; but in our sales outlets we offer a package that is designed as an advent calendar. It is given out for free to the customers, but in order to fill it with tickets (and the customer has to do that by himself) you have to purchase the needed 24 instant or scratch tickets (with a price range between 1 and 2 Euro) beforehand,” said Markus Jaster, Head of Statistics-Department, Lotto Bayern.
Jaster added that “sales of instants are significantly higher during the pre-Christmas period compared to the rest of the year (running plus 25% to 30% in weeks 47 to 52).”
Aussie Advent Ticket
All new for the Australian lottery industry is the launch of a beach-version Advent Calendar in fiscal 2015. This is a A$20 Scratch’n’Win game called Christmas Countdown.
“Our scratch tab is the first done in Australia. This ticket is designed as a gifting product for Christmas. It provides a lot of play value and is a perfect present. Some players will play it all at once, and other, patient, players, will prefer to scratch one tab per day like an advent calendar. We know this game has been successful over many years in other jurisdictions, which gave us the confidence to produce a unique, exciting and innovative product in Western Australia,” said Trish Rechichi, Group Marketing Manager, Lotterywest.
Lotterywest is optimistic that the A$20 ticket will produce strong sales.
“We thought it would be a fun ticket for players to play in the style of an Advent Calendar or as a complete game and expect it to sell very well,” said Christine Lim-Abrahams, Product Marketing Manager, Lotterywest.
Approximately A4 in size, the ticket features numbered tabs which can be pulled open and scratched.
“Advertising production is currently in the works to support its launch in the lead up to Christmas,” said Lim-Abrahams.
Altogether, Lotterywest will sell four holiday tickets. Two designs are new and two tickets from 2013 are being rereleased.
U.K. Advent Ticket
The U.K. National Lottery will pilot its first Advent Calendar Ticket in 2014. This £5 game has been distributed to approximately 15,000 retailers to trial. The national lottery’s total network consists of 47,000.
“It has a lower top prize but early indications show that where it is on sale it is very strong 60% up on forecast,” said Andy Duncan, Managing Director, Camelot UK Lotteries Ltd.
The U.K. National Lottery will sell three other holiday-themed Scratchcards: Christmas Cracker (£1), Christmas Cash (£2) and Merry Millionaire (£5).
“And this year, we are particularly excited about our first augmented reality Scratchcard,” said Duncan. “We are the first lottery in the world to use augmented reality on Scratchcards, partnering with image-recognition and augmented reality specialist, Blippar, to bring our ‘Christmas Cash’ Scratchcard to life.”
In addition to its physical scratch cards, the lottery will be introducing three different Christmas online Instant Win Games across three different price points—Merry Millionaire (£5), Festive Fortune (£2) and Christmas Cracker (£1).
“We are really excited about these games, as last year our Christmas online games accounted for 24% of total online Instant Win Game revenue for the 16-week period they were available on our website,” said Duncan.
“The UK National Lottery has recently launched a revolutionary new digital platform, which, for the first time ever, introduced instant play games designed exclusively for mobile and tablet devices, as well as revamping the online National Lottery site,” added Duncan. “We’re looking forward to our first truly digital Christmas sales period and are expecting to see some substantial uplifts for our instant play and draw-based digital game sales alike.”
Noel Triple Dip
NZ Lotto is famous for bundling up the Christmas holiday marketing program with special bonus lotto jackpot and scratcher draws.
“The holiday season is an important part of the year for us and we typically need to achieve about 10% of our total annual fiscal goal during the holiday period. Having strong seasonally themed tickets and a big promotion on our Draw based games really helps to achieve these goals,” explained Justin Powell, Head of Product, NZ Lotto.
Every year NZ Lotto runs a Special Christmas promotion. “Typically we see a lift of about 18% during the three week promotion. This lift is across the three games included in the Triple Dip tickets (Lotto Powerball and Strike),” said Powell.
This year, NZ Lotto will give away 200 extra prizes worth a total over NZ$4 million. “The promotion runs for three weeks and is drawn on the 3rd January,” said Powell. “All ‘Triple Dip’ tickets purchased during the promotion go in the draw to win these extra prizes.”
Seeding lotto jackpots to artificially create jackpot mania is possible through the lotto games’ unclaimed prize funds. NZ Lotto runs similar promotions for Easter, Father’s Day and Mother’s Day.
“The prize pool is different for each promotion,” said Powell. “Christmas is the biggest by a long way.”
Lotto players have a mandatory triple game purchase requirement. “Triple Dip tickets include entries into three games; Lotto, Powerball and Strike and are priced at $14, $16, $20 or $26 (NZ),” said Powell.
On the scratcher side, NZ Lotto offers three Christmas tickets. The $1 Gift Tag features a hole on the end, so customers use them as gift tags on presents.
The $5 holiday ticket is experimental. “This year we’re trying something a bit new with our $5 Santa’s Surprise ticket which features lots of friendly Santa faces… it’s a little different, we think it will stand out in store and our players will engage with this ticket,” said Powell.
The $15 Great Gift Card is another seasonal regular. It’s a combination gift card and present. It features cash prizes and six Mini Cooper S Cars.
“The holiday season is an important part of the year for us and we typically need to achieve about 10% of our total annual fiscal goal during the holiday period. Having strong seasonally themed tickets and a big promotion on our draw based games really helps to achieve these goals,” said Powell.
Advent Calendar Ticket
Aussie Advent Ticket
U.K. Advent Ticket
Noel Triple Dip
GTECH and Sony Pictures Consumer Products have announced a multi-year licensing agreement granting GTECH the property licensing rights to the iconic TV game shows Wheel of Fortune and JEOPARDY!.
The agreement will be effective as of January 1, 2015, and gives GTECH the rights to develop and distribute certain Wheel of Fortune and JEOPARDY! lottery games throughout the world. In addition to instant scratch tickets and draw based games, GTECH will develop second chance promotions and other interactive experiences for lottery customers.
Wheel of Fortune is America’s Game®. It has been the number one syndicated game show since its inception and has earned seven Emmy® Awards, including a Daytime Emmy for Outstanding Game/Audience participation Show. With more than 26 million viewers per week, syndication’s most successful series continues to attract a larger audience than many primetime television shows.
JEOPARDY!, America’s Favorite Quiz Show® and its host, Alex Trebek, began their 31st season September 15, 2014. JEOPARDY! delivers more than 9 million viewers daily, and holds the Guinness World Records® title for the most Emmy® Awards won by a TV game show (31 Emmys), including the 2014 Emmy® for Outstanding Game Show. In 2014, JEOPARDY! won the inaugural Writers Guild of America award for Outstanding Writing for Quiz and Audience Participation; it is also the recipient of a 2011 Peabody Award.
“GTECH is excited to partner with Sony Pictures Consumer Products on the Wheel of Fortune and JEOPARDY! Brands,” said Robin Drummond, Senior Vice President of GTECH Canada, and Chief Operating Officer for GTECH’s printing operations. “We are committed to bringing a robust, multi-channel and multi-jurisdictional program to the lottery community by extending these brands across all available platforms and territories.”
“We are looking forward to partnering with GTECH to achieve even greater levels of success in the lottery industry. We believe GTECH has the expertise and experience as well as the tools and technology needed to deliver innovative and entertaining Wheel of Fortune and JEOPARDY! content to lottery consumers across multiple product categories,” said Greg Economos, Senior Vice President of Sony Pictures Consumer Products.
Victorian Lottery Assets
Following the approval from the Victorian Government in Australia, INTRALOT Australia announced the sale of its Category 2 lottery license assets in Victoria (operated also in Tasmania), Australia, to the Tatts Group, which currently holds the Category 1 Public lottery license, the primary license in the region. The transaction brings Victoria back to a monopoly status quo.
Proceeds related to the transaction, including upfront fees, ongoing payments and cost savings, are estimated to reach up to A$20 million.
“We have opted for a solution which is to the benefit of our retailers and, of course, we will expedite a smooth transition to the new operator,” said Peter Sidwell, Executive Chairman of INTRALOT Australia. “As represented in other forums, INTRALOT’s ability to fully exploit the Category 2 license was materially affected by events linked to the license issuance.”
The Gambling Licensing Review Panel found that INTRALOT Australia was “unequally treated” during the process that resulted in the awarding of its license, but no corrective measures were taken by the Government. For this purpose INTRALOT Australia is actively pursuing legal remedies before Court.
INTRALOT will continue to operate and focus on the very successful monitoring operation of 27,000 VLTs in Victoria, the recently awarded Pre-commitment (Responsible Gaming) project in the same state, its successful recently updated partnership with Lotterywest in Western Australia and the new opportunities that will arise in the other jurisdictions of Australia and the wider region of Oceania.
Scientific Games announced the successful completion of an integrated lottery gaming system conversion, including a player subscription technology platform, for the North Dakota Lottery.
The conversion was completed as part of an eight-year agreement with Scientific Games for the operation of an integrated online lottery gaming system and services. It also features the company’s Sciplay™ interactive technology which enables an internet-based player subscription program in North Dakota.
Under the gaming system contract, Scientific Games also provides the lottery with a players club and the company’s Points for Prizes program. The contract was awarded to Scientific Games following a competitive procurement and may be extended for two years.
In related news, Scientific Games announced the successful completion of an integrated lottery gaming system conversion, including a player subscription technology platform, for the Maine State Lottery. The conversion was completed as part of a six-year agreement for the operation of an integrated lottery gaming system for instant and draw games. It also features the firm’s Sciplay™ interactive technology which enables an internet-based player
Under the gaming system contract, Scientific Games also provides its Cooperative Services Program (CSP) that integrates the lottery’s instant game operations, including game design and production, marketing services, warehouse management, inventory control and retail distribution.
Kambi is pleased to announce that the executive committee of CIBELAE, the political body representing the lotteries in Latin America, has accepted Kambi’s application for associate membership.
This membership will give Kambi access to a network of Latin American state lottery members, conferences and seminars.
AGA “Voice” Awards
In October, Shoutz, Inc. was awarded two Communications “Voice” Awards from the American Gaming Association. Shoutz was recognized in the Best Marketing and Best Direct Digital Marketing categories.
“It’s such an honor to win not one, but two Voice Awards this year,” said Shoutz Director of Marketing Jamie Smith. ”To be named the Best Mobile Marketers in the industry is very exciting, and we’re happy to be recognized for our direct messaging campaigns, which we’ve worked hard to get right.”
Shoutz submission into the Best Mobile Marketing category was titled “The Lottery Industry’s Mobile Marketer: LotteryHUB,” and detailed the way Shoutz’s LotteryHUB mobile engagement platform is revolutionizing the way lotteries engage their players.
“Placing first for Best Mobile Marketing in a field of other industry leaders has really made the Shoutz team proud. We work hard to make sure our services are the best they can be for our partners and for lottery players, so winning this award is confirmation that we’re doing great work,” Smith said.
In the Direct Digital Marketing category, Shoutz showed the ways in which LotteryHUB adds value to every lottery dollar players spend by providing entertaining and engaging content, and by helping players keep track of their winnings.
Shoutz showed that their messaging campaigns have been very well-received by LotteryHUB users, and how those same messaging campaigns have helped to generate revenues for Shoutz’s partners in the lottery industry.
The Direct Digital Marketing submission was titled “LotteryHUB: The Mobile Billboard and Every Lottery Player’s Teammate.”
“As the gaming industry moves forward with new technologies, it’s important to provide new forms of entertainment and engagement, but it’s also important to be responsible,” said Smith. “We like to think our direct digital marketing sets a perfect example of how the gaming industry can do that, and this Communications Award supports that idea.”
New GTECH Website
GTECH S.p.A. has announced the launch of its new integrated website, www.gtech.com. The site provides customers, investors, and the industry with a single source of information about GTECH’s complete end-to-end solutions across all channels.
The new site applies the latest and best practices of web design for ease of navigation, visual appeal, and device flexibility, including mobile and tablet use.
“We have created this new, comprehensive yet easy-to-navigate portal, www.gtech.com, to ensure that customers and the industry can conveniently access our complete offering in one place,” said Robert Vincent, GTECH Senior Vice President of Human Resources and Public Affairs.
A simplified navigation menu enables visitors to quickly access information, eliminating multiple clicks. “Explore GTECH” offers details about the corporate, governance, investor relations and media-facing information. The “Products and Services” menu allows visitors to view GTECH’s comprehensive portfolio of solutions and services across the lottery, SPIELO gaming, interactive, and betting segments.
The new site strategically integrates legacy GTECH websites into one single source of information. Visitors to the legacy sites will now automatically be redirected to the new site, which is available in English and Italian.
Gaming Laboratories International (GLI®) has successfully completed delivery of Quality Assurance System Testing for the Wyoming Lottery (WyoLotto™), which made history on August 24th by selling its first ticket.
With the delivery of lottery systems quality assurance testing by GLI, the Wyoming Lottery was able to launch its first lottery game.
“We were very pleased the Wyoming Lottery chose GLI and our Professional Services Division to conduct this crucial, thorough systems quality assurance testing project,” said Gregory Doucette, Professional Services Director, GLI. “Since creating the Professional Services Division in 2011, we have carefully assembled a staff consisting of the industry’s foremost leading experts, and the Wyoming Lottery, like our other clients, can choose GLI, confident that their systems quality assurance testing projects are carried out by the industry’s best.”
INTRALOT received the highest distinction, the Gold Certification in “Social, Environmental and Ethical Governance” by the European Business Ethics Network (EBEN), following a comprehensive process of evaluation of corporate best practices.
The certification awarded to INTRALOT recognizes top performance in the sectors of Business Analysis, in particular, in Corporate Social Responsibility & Reporting and effective IT management.
In addition, INTRALOT maintained its distinction in the areas of Regulations & Communications in Internal Auditing and Performance Assessment, received in previous years. Achieved after a detailed assessment of corporate policies and processes along multiple evaluation criteria, the certification reiterates INTRALOT’s commitment to operate worldwide under the principles of integrity, responsibility and business ethics.
GTECH has been awarded a new 10-year contract by Washington’s Lottery to provide a wide array of lottery products including a new central system, draw-based terminals, self-service machines, in-store multimedia technology, as well as ongoing support services. GTECH expects to receive revenues of approximately $150 million over the 10-year base contract.
The proposed contract, which is the result of a competitive procurement, is expected to commence on July 1, 2016, and includes the opportunity for an additional 10 extension years. Washington’s Lottery has been a valued GTECH customer since 1995.
GTECH has signed a three-year contract with Lottotech in Mauritius. Under the terms of the contract, GTECH will continue to be the exclusive provider of instant-ticket printing and related services to Lottotech. The contract will expire in September 2017.
Victorian Lottery Assets
AGA “Voice” Awards
New GTECH Website