Public Gaming Magazine July/August 2020

30 PUBLIC GAMING INTERNATIONAL • JULY/AUGUST 2020 From specialty inks and papers to unique playstyles and high-definition play symbols, design, printing and packaging options convey wealth, success, prosperity, luxury and enrichment. For the consumer, they can attract attention at retail and enhance both the play experience and the lottery’s brand. “Quality design and printing establishes the lottery’s brand, but unique specialty papers, inks and features with aesthetic qualities can elevate the brand even further,” says Danielle Hodges, Senior Manager, Global Instant Product Innovation & Development for Scientific Games. Uniquely reflecting her MBA and a graphic and package design degree, Hodges’ work at Scientific Games the last eight years has focused on instant game innovation. Now, with less foot tra‰c in stores, innovating for retail products is challenging – particularly in a time of lottery budget concerns. But the highest performing lotteries have demonstrated that investing in innovation is crucial for sales performance and ultimately, for generating maximum proceeds to lottery beneficiaries. “When you’re developing an instant game portfolio, all of the strategic product enhancements should work together to stimulate specific consumer segments and to drive overall sales,” Hodges explains. Here are eight ways for lotteries to maximize this moment in time with instant products that look like million-dollar game entertainment experiences. 1. HOLOGRAPHIC Modern uses of holographic paper stock have moved into a variety of consumer products like toothpaste packaging to give it an extra pop at retail—proving there’s no better way for scratch games to shine at retail than when they’re produced on holographic. This specialty paper has been used in scratch games for about 15 years, representing $20.6 billion in retail sales. Lately, some spectacular new holographic design trends havemade their way to instant game printing presses at Scientific Games. One of these innovations is a Sand Glitter, a holographic pattern that’s highly reflective and creates the eœect of glittering sand. When paired with a wavy design and a strong game name, it can make a stunning impact in stores. Danielle Hodges Senior Manager, Global Instant Product Innovation & Development for Scientific Games a new norm for gaming entertainment. Lottery games landed in the unique position of being the only form of gaming available in many jurisdictions this spring and early summer — bringing many first-time players to lottery. But for new and core players alike in a world aected by COVID, consumer habits have changed for the foreseeable future with less frequent trips to retail stores and limited convenience store stops. Oering an accessible, inexpensive yet entertaining opportunity to win millions, instant “scratch” games are a $53 billion product category in the U.S. The products are stimulating lottery sales across the country, with some states experiencing double-digit year- over-year instant game sales growth. Like never before, these simple games have an unprecedented opportunity to expand playership by strengthening the lottery entertainment brand. It’s