Scientific Games Corporation: New Micromotion™ Set to Illuminate Instant Games
Friday, March 2, 2012 at 12:37PM ALPHARETTA, GA – February 15, 2012 – Scientific Games Corporation (Nasdaq: SGMS) announces that it will be the lottery industry’s exclusive worldwide provider of Micromotion™, a patented printing technology that creates the illusion of movement similar to the effect created by holographic ticket stock. Micromotion™ allows logos, play symbols and other game images to appear to move in three-dimension when the instant game ticket is viewed from different angles. Micromotion™ has been used on products from companies such as Coca Cola and Procter & Gamble.
“Micromotion™ is the newest, light reflecting value-add for lottery instant game tickets,” said Jeff Martineck, Vice President of Instant Product Development for Scientific Games. “Offering a limitless combination of light-reflecting patterns and effects, it’s a very cost-effective way to create visual impact at retail and offer a premium play experience.”
Scientific Games adapted the proprietary Micromotion™ printing technology to lottery instant game tickets after the Company’s research showed that games featuring light reflection, such as those printed on holographic stock, experienced 9% on average greater sales than comparable instant games in the market.
A market test was conducted from June through December 2011 on the Tennessee Lottery’s $5 instant game, $100,000 Jackpot, which had consistently performed well for many years. A version of the game was produced with light-reflecting holographic ticket stock; however, all other aspects of the game remained consistent with earlier versions, including artwork, price point and prize structure. The light-reflecting, holographic version of the game indexed at 179 compared to the earlier version, selling $1.6 million more in the 27 weeks it was available. There was no evidence of cannibalization of other instant games in the market during the test.
Micromotion™ has been initially well-received by lotteries, and is being considered for use in Spotlight™ games, holiday and other special occasion games. The Washington Lottery will launch the industry’s first Micromotion™ game this spring to celebrate the Lottery’s 30thAnniversary.
“We are very excited about our 30th Anniversary game, which we are launching this spring with Scientific Games’ new Micromotion™ effect. For our anniversary, we wanted to make a visual splash at retail with something special like Micromotion™ to help celebrate the fact that the Washington Lottery has provided fun and entertainment for players while supporting good causes and retailers in our state for 30 years,” said Gylene Gray, Scratch Product Manager for the Washington Lottery.