Public Gaming Magazine July/August 2020

24 PUBLIC GAMING INTERNATIONAL • JULY/AUGUST 2020 W hen a Governor tells his or her residents to stay safe by staying at home, suddenly the “blocking and tackling” of lottery advertising is useless. No one driving? Billboards are unseen. Public transportation at a virtual standstill? Posters in the subway make no sense. Foot tra c much-reduced at retail? Sandwich boards and jackpot signs have few eyes on them. But there are a few avenues of communica- tion that no lockdown can stop – Instagram, Facebook, player’s clubs. While these tools are now used by almost all businesses, lotteries have rmly embraced all of them, with great success. To make sure these internet-based com- munications are properly utilized, and the messaging is clear, many lotteries have either hired full-time social media coordinators or elevated the activity around this important initiative within their communication depart- ments. is increased emphasis on direct communication with players has been par- ticularly evident during the past few months. Take for example, the Ohio Lottery. Ohio has been using a multi-pronged com- munication strategy to stay in touch with its player: Facebook, Instagram, Twitter: Frequent posts with updates on at-retail safety, social distancing standards, mobile ticket cashing, salutes to caregivers and rst responders, and other pertinent posts. YOUTUBE: e Lottery’s monthly show – In e Know – moved to an at-home “studio” to keep players up to date on the latest information, including new mobile cashing for prizes between $50 and $5,000 and cashing by mail. OHIO LOTTERY WEBSITE: Customers are kept up to date on important information on the site’s resources page with all changes made due to COVID-19 listed by category. MyLotto Rewards members receive impor- tant updates via the site and bi-weekly emails. “Lotteries have a responsibility to ensure the safety of their players, retailers and employ- ees,” said Ohio Lottery Director Pat Mc- Donald. “While we might not be able to see each other face-to-face, the Ohio Lottery is committed to providing critical information through a variety of avenues. With so many people at home and online, social media and the lottery’s website are quick and e cient methods of communicating to our customers and retailers.” COVID-19 CHALLENGES LOTTERIES TO MAINTAIN COMMUNICATION STAYING IN TOUCH OH Lottery’s Facebook site