Public Gaming Magazine July/August 2020

31 PUBLIC GAMING INTERNATIONAL • JULY/AUGUST 2020 “Lotteries have traditionally used holographic just for higher price point games. Now we are seeing a new trend with holographic families of games,” says Hodges. “The added entertainment factor of the holographic $1 and $2 games actually creates interest and helps sell the $5, $10 and $20 games. Another trend is Linked Play Holographic . Developed by the company at a customer’s request, it features an intuitive number match playstyle with the patented SureMark system – the reveal is holographic play symbols. Although holographic symbols are traditionally eective with extended play games, the new Linked Play Holographic approach appeals to consumers beyond the extended play segment. When asked about holographic play spots, respondents in player research studies indicated that this was a feature that they liked, with some suggesting that it would influence future purchase decisions. 2. SPARKLE® SELECT Added sparkle at retail is exactly what’s needed to reach consumers who may be shortening their time spent in store. Scientific Games developed Sparkle Select as an extension of the Sparkle product line to oer lotteries more than 75 combinations of colors and patterns for instant games. A sneak peek at a Sparkle Select color wheel received rave reviews from product managers at NASPL 2019 in late September. The wheel spun through combinations of intriguing patterns and rich colors like magenta, Tiany blue, purple, green, gold and even copper, oering a multitude of creative options. “The New Hampshire Lottery saw it and was one of the first to use Sparkle Select in a game. While their game was in production, another lottery touring our manufacturing facility noticed it and immediately incorporated Sparkle Select into a game,” shares Hodges. Sparkle Select oers unique enrichments for Spotlight games, as well as higher price point games and multiplier families of games. 3. SCRATCH MY BACK® For players wanting extra game entertainment, Scratch My Back oers more fun and more ways to win on the back of the game ticket. This product consistently tests very well with players. More recently, Scientific Games has enhanced the back of Scratch My Back games with a four-color process to achieve a premiere look. “With lotteries’ ever-increasing use of promotions, social media and online/ mobile play, the ability to use four colors on the back of a game makes cross-promotion much easier,” Hodges points out. “And it’s much more attractive to players.” Scratch My Back is one of the company’s most popular product upgrades with lotteries, particularly at the $5 price point. Recently, games at every price point as well as families of games are adding the option to oer more game entertainment with play on the back of the game. Some lotteries are combining it with other specialty options like Sparkle . “The additional four-color area also serves well to help lotteries drive play from retail to online/ mobile and vice versa,” says Hodges. Since 2008, nearly 240 Scratch My Back games have launched, representing $6 billion in lottery retail sales. The games—more than 60% at the $5 price point—are commonly part of $5 game plans. 4. LUXSHIMMER™ One of the newest strategic product enhancements for instant games is LuxShimmer , and the name says it all. LuxShimmer debuted in 2019, the latest in Scientific Games’ luxury ink collection. “Intended to be used as a watermark similar to how watermarks are used on real currency, LuxShimmer is a transparent metallic ink,” she explains. “Money is the most popular image on lottery instant games, so one of our most talented game