Public Gaming International Magazine November/December 2016

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58 // PUBLIC GAMING INTERNATIONAL // November/December 2016
Just like the California gold rush, the Billions are coming. And
when they do, there is a small window of time for Lotteries to
capitalize on a uniquely powerful marketing event and opportu-
nity. Making sure everyone knows about the jackpot is clearly the
mission-critical thing that needs to be done. There may be more
than one way to create “jackpot awareness.” But there is no faster,
simpler, more direct way to drive jackpot awareness than effective
signage. And thankfully, the entire industry is geared towards updat-
ing the signage on a daily basis. Unfortunately, what was revealed in
the run-up to January’s $1.58 billion Powerball jackpot was that not
everyone’s signage is geared to move from “Million” to “Billion.”
Pro-Lite has all the Billion jackpot signage solutions at the ready. Our
Billion dollar jackpot solutions were recently introduced at NASPL—
multiple colors, font types and formats, the jackpot amount displayed
in can be flashing or static characters, and in 7 different colors when it
reaches the Billion dollar mark. Signage that is truly exciting, gets the
attention of the consumer, and makes them aware of the jackpot size.
The programmable “Billion” display is offered in dot matrix, lamps,
and 14 segment LED. As a free upgraded feature, Pro-Lite also of-
fers the big “B” in multi-color free
of charge. That’s important because
Lotteries have found that it can be
hard to tell the difference between
the “B” in Billion and the “M” in
Million,” especially when the sign
is a billboard set high above the
ground. So we also have a big 4”
display of the “B.” Our customers
have also found that even when
there is a Billion/Million programmable display under the jackpot
amount, it is important to transform the 888 display into 88B.
For example, the 1.2B sign can have the “B ” change to green and
flashes. Otherwise, the “B” is not noticed and the 1.2 Billion dollar
jackpot might be mistaken as 1.2 Million.
Day of Drawing Display to engage the players
According to the data collected from the NJ Lottery, sales increases
as much as 700% on the day of a drawing and up to 400% one day
prior to the drawing if the jackpot amount is in the high millions.
Pro-Lite introduced a feature to capture the “not-so-frequent” players
who don’t play lottery regularly but just happen to be in the store at a
terminal, and also those who play but do not always remember when
the next draw date is for the games she plays. The Day of Drawing
Display, known as DOD, can be turned on or off and displayed in
multiple flashing modes. Pro-Lite customers have found that it is
important to get the consumer interested in the actual draw. If they
don’t care about the time of the draw, they are less likely to be excited
about playing draw games. So let’s at least inform them of the time of
draw and get them excited about it! Customers have found that the
optimal modes is to turn the display to static-on with the next draw
date right after the drawing. Slow-flash one day before the drawing
and faster-flash on the day of drawing.
As Andy Kaoh, president of Pro-Lite, observed “I play Powerball and
MegaMillions and found myself forgetting when the drawing was to
be held. And thought, gotta be a solution for that!” So now, Pro-Lite
makes the Day of Drawing Display a standard free of charge feature.
“Jackpot Awareness” is the big theme. Nothing else drives sales
more than simply making sure the consumer knows there is a big
jackpot. And there is no quicker path towards accomplishing that
objective than effective signage. And there are lots of signage so-
lutions for a fabulous new era of
jackpot-driven sales!
For more info, visit us at pro-
or e-mail Tom Yerke at
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THE BILLION DOLLAR QUESTION …
Is Your Signage able to Display the Billion Dollar Jackpot?
Moving from Million to Billion