Public Gaming July/August 2016

56 / 76

56 // PUBLIC GAMING INTERNATIONAL // July/August 2016
The Florida Lottery and IGT: Expanding Its
Brand and Portfolio with Wheel of Fortune
As one of the most progressive lotteries in the U.S., the Florida Lottery
proactively adopts the latest techniques and content to grow revenue.
The result of this attentiveness is a 79% increase in instant game
sales since 2010. Much of this impressive growth has been fueled by
designing a portfolio of games that appeal not only to the Lottery’s
core players, but to new players as well.
The Lottery recognized that opportunity in IGT’s Wheel of Fortune,
a well-established, highly equitable brand that “crosses the bridge”
between money-theme and niche. The Lottery was confident this game
would increase exposure for its mission of funding education through a
statewide local media integration that promote the Lottery’s brand and
its contributions. Wheel of Fortune offered the perfect opportunity to
incorporate IGT’s Six Pillars of Success strategy of continuous planning,
monitoring, and adjusting to evolving market needs.
IGT believes that a deep understanding of players, a balanced
approach to game portfolio planning, and leveraging tools and
technology across the value chain are critical to sustainable revenue
growth. From insights to innovation, IGT has identified six fundamental
factors that drive lottery revenue.
When lotteries holistically leverage each of the Six Pillars of Success, as
Florida does, synergies develop and growth accelerates. An integrated
approach to strategic planning maximizes each stage of the supply
chain that will produce responsible growth and sustainable profitability.
The Florida Lottery launched
IGT’s Wheel of Fortune
instant game on April 6, 2016,
leveraging the strength of the
iconic game-show brand. In
keeping with the Lottery’s desire to appeal to all
market segments, the Wheel of Fortune brand is
synonymous with fun, entertainment, winning, and
money – and enjoys nearly 100% brand recognition
while popular among all age groups. The instant
game was launched at a $5 price point, overall odds of 1:4.04, a prize
payout of 70.5%, and a $250,000 top prize.
The Florida Lottery unveiled
the Wheel of Fortune instant
game with true Hollywood
excitement by hosting a
Wheel of Fortune launch
event with a guest appearance by
Vanna White. Thousands of fans lined
up to meet Vanna and be the first to buy the $5 Wheel
of Fortune games before they officially went on sale to the public.
Subsequently, the game was also supported with a comprehensive
media program that aired during the Wheel of Fortune TV show
throughout the state of Florida. The program included show opening
and closing segments filmed especially for the Florida Lottery by
Pat Sajak and Vanna White, a graphic of the ticket and the Florida
Lottery logo that ran during the show’s content, and commercials and
promotional spots highlighting the Florida Lottery’s contributions to
education. In all, the turnkey program provided nine minutes of Florida
Lottery exposure throughout the week broadcast exclusively to Florida
media markets.
The popularity of theWheel of Fortune brand helped propel
the game at retail. The Lottery achieved 95% penetration in
48 hours at 13,000 of its retail locations. IGT also supported
the game with turnkey point-of-sale materials to create
additional in-store excitement and visibility.
The Wheel of Fortune game
enjoyed full digital support with
banners, website content, and
a second-chance program that
included a dedicated website with
Play-for-Fun games. The highly successful
second-chance program garnered more than
12,000 unique entrants each week totaling more
than 400,000 entries to date. More than 50,000
Play-for-Fun games were played in first three weeks after launch.
Florida Lottery Results
IGT’s Wheel of Fortune instant game and Six Pillars of Success
strategy has been highly effective for the Florida Lottery. The
game experienced the
highest weekly sales by any
$5 game in the Lottery’s
history, with more than $6.1
million in sales during its
first week and more than
$7 million in weekly sales
over the next two weeks. After the launch of Wheel of Fortune, $5
games outperformed the Lottery’s $25 games. By the end of its first
six weeks, the game had earned $39.1 million in sales, generating $7.8M
in profits to education. After just 12 weeks in the market, it achieved
$58.6M in sales, and 99% of the game had been sold. Brisk sales,
continued demand, and good planning on the Lottery’s part resulted
in a re-order, ensuring no lapse in sales.
This is the third in a series of real-world stories of how our Six Pillars
of Instant Success approach has assisted lotteries with attracting new
players and improving bottom line profits. To learn more about our Six
Pillars approach, visit us at
Week Standard Index Sell Through
3 168 35%
6 163 65%
12 153 99%
PORTFOLIO INDIVIDUAL
GAMES
CONSUMER
PROMOTION
RETAIL
INTERACTIVE
The Florida Lottery and IGT: Expanding Its
Brand and Portfolio with Wheel of Fortune
As one of the most progressive lotteries in the U.S., the Florida Lottery
proactively adopts the latest techniques and content to grow revenue.
The result of this attentiveness is a 79% increase in instant game
sales since 2010. Much of this impressive growth has been fueled by
esi ning a ortfolio of games that appeal not only to the Lottery’s
core players, but to new players as well.
The Lottery recognized that opportunity in IGT’s Wheel of Fortune,
a well-established, highly equitable brand that “crosses the bridge”
between money-theme and niche. The Lottery was confident this game
would increase exposure for its mission of funding education through a
statewide local media integration that promote the Lottery’s brand and
its contributions. Wheel of Fortune offered the perfect opportunity to
incorporate IGT’s Six Pillars of Success strategy of continuous planning,
monitoring, and adjusting to evolving market needs.
IGT believes that a deep understanding of players, a balanced
approach to game portfolio plann ng, and levera ing tools and
technology across the value chain are critical to sustainable revenue
g owth. From insights to innovation, IGT has identified six fundamental
factors that drive lottery revenue.
When lotteries holistically leverage each of the Six Pillars of Success, as
Florida does, synergies develop and growth accelerates. An integrated
approach to strategic planning maximizes each stage of the supply
chain that will produce responsible growth and sustainable profitability.
The Florida Lottery launched
IGT’s Wheel of Fortune
instant game on April 6, 2016,
leveraging the strength of the
iconic game-show brand. In
keeping with the Lottery’s desire to appeal to all
market segments, the Wheel of Fortune brand is
synonymous with fun, entertainment, winning, and
money – and enjoys nearly 100% brand recognition
while popular among all age groups. The instant
game was launched at a $5 price point, overall odds of 1:4.04, a prize
payout of 70.5%, and a $250,000 top prize.
The Florida Lottery unveiled
the Wheel of Fortune instant
game with true Hollywood
excitement by hosting a
Wheel of Fortune launch
event with a guest appearance by
Vanna White. Thousands of fans lined
up to meet Vanna and be the first to buy the $5 Wheel
of Fortune games before they officially went on sale to the public.
Subsequently, the game was also supported with comprehensiv
media program that aired during the Wheel of Fortune TV show
throughout the state of Florida. The program included show opening
and closing segments filmed especially for the Florida Lottery by
Pat Sajak and Vanna White, a graphic of the ticket and the Florida
Lottery logo that ran during the show’s content, and commercials and
promotional spots highlighting the Florida Lottery’s contributions to
education. In all, the turnkey program provided nine minutes of Florida
Lottery exposure throughout the week broadcast exclusively to Florida
media markets.
ThepopularityoftheWheelofFortunebrandhelpedpropel
the game at retail. The Lottery achieved 95% penetration in
48 hours at 13,000 of its retail locations. IGT also supported
the game with turnkey point-of-sale materials to create
additional in-store excitement and visibility.
The Wheel of Fortune game
enjoyed full digital support with
banners, website content, and
a second-chance program that
included a dedicated website with
Play-for-Fun games. The highly successful
second-chance program garnered more than
12,000 unique entrants each week totaling more
than 400,000 entries to date. More than 50,000
Play-for-Fun games were played in first three weeks after launch.
Florida Lottery Results
IGT’s Wheel of Fortune instant game and Six Pillars of Success
strategy has been highly effective for the Florida Lottery. The
game experienced the
highest weekly sales by any
$5 game in the Lottery’s
history, with more than $6.1
million in sales during its
first week and more than
$7 million in weekly sales
over the next two weeks. After the launch of Wheel of Fortune, $5
games outperformed the Lottery’s $25 games. By the end of its first
six weeks, the game had earned $39.1 million in sales, generating $7.8M
in profits to education. After just 12 weeks in the market, it achieved
$58.6M in sal s, and 99% of the game had been sold. Brisk sales,
continued demand, and good planning on the Lottery’s part resulted
in a re-order, ensuring no lapse in sales.
This is the third in a series of real-world stories of how our Six Pillars
of Instant Success approach has assisted lotteries with attracting new
players and improving bottom line profits. To learn more about our Six
Pillars ap
Week Standard Index Sell Through
3 168 35%
6 163 65%
12 153 99%
PORTFOLIO INDIVIDUAL
GAMES
CONSUMER
PROMOTION
RETAIL
INTERACTIVE