Public Gaming Magazine July/August 2020

25 PUBLIC GAMING INTERNATIONAL • JULY/AUGUST 2020 e Lottery used its social media pres- ence to highlight the work that medical professionals, rst responders and service- industry workers are doing during the crisis. e Get $500, Give $500 promo- tion ran each week in April highlighting each group separately with posts generated by Ohioans and awarding $500 to four winners each week in a random drawing. is promotion helped share inspiring stories and retain positive sentiment on the Lottery’s Facebook page. e Maryland Lottery has similarly used social media to communicate messages as diverse as responsible play, changes in the multi-state games and reminders to players to return their census forms. Of course, leading the messaging is safety. When social distancing directives were implemented in the state in March, the Maryland Lottery publicized a number of key recommendations for player safety: • Fill out playslips in advance • Use the Quick Pick option rather than taking time to select speci c numbers • Use self-service vending machines • Buy advance-play tickets that are valid for multiple drawings • Purchase subscriptions, which don’t require visiting a retailer Most importantly, the Maryland Lottery strongly encouraged players to purchase tickets only while visiting essential stores to buy necessary items and to follow state guidelines by standing at least six feet apart in line and wearing masks in public places. “Our Sales Division has maintained regular contact with all of our retailers – calling, emailing and staying connected to help them through this di cult time,” said Maryland Lottery and Gaming Di- rector Gordon Medenica. “We know that this “new normal” isn’t easy for anyone. Our primary concern continues to be focused on the health and safety of our employees, retailers and players.” In the Southwest, the Arizona Lottery has used its social media presence to highlight the heroic work of front line sta - medi- cal workers, grocery sta , rst responders, and others - who have kept Arizonans safe and the state running. e lottery asked online followers to nominate deserving workers for a chance to win $500 to boost community morale and give thanks. To keep players entertained, the Lottery o ered virtual coloring pages, a free play promotion, and even the chance to be photo-edited to don the beard of the Lottery’s “Chief Fun O cer” Windfall Willie. “We want to strike a balance between communicating the critical, serious infor- mation that our players need while trying to continue to provide an entertainment outlet,” said Arizona Lottery Director Gregg Edgar. “As an organization that sells tickets to millions of players each year and communicates with players and retailers on a daily basis, we have a re- sponsibility to provide clear information.” Edgar has been working closely with Arizona Governor Doug Ducey’s o ce, which charged state agencies with helping the businesses he designated as essential. For lotteries, that meant grocery and convenience stores, two of the major locations for lottery sales which have remained open as essential businesses. While sales representatives were remotely “visiting” the lotteries under their re- sponsibility, the lottery has been sending regular communications to retailers and updating the retailer-only section of the web site. e Arizona Lottery also took steps to remove one worry from its retail net- work - license extensions. e lottery automatically extended the license term for all retailers with a license expiration date within the calendar year 2020 for an additional year, to expire on the same date in 2021. “Lotteries have so many constituen- cies – players, retailers, elected o cials, employees, and that provides challenges and opportunities in our communica- tion,” Edgar said. “While we certainly couldn’t have predicted a total shutdown, the Arizona Lottery has taken steps over the years to move communication with our players and retailers onto the avail- able social media and online avenues. So we were ready and I think we have done a great job of getting out our message under extraordinary circumstances.” n OH Lottery’s Instagram site Arizona Governor Doug Ducey (r) and Arizona Lottery Executive Director Gregg Edgar (pictured here pre-Cov- id-19 social distancing!) have worked closely on the lottery’s efforts during the pandemic.