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// Public Gaming International // March/April 2015
HOW TO INCREASE THE
PERFORMANCE AND
PROFITABILITY OF HIGHER
VALUE GAMES
The Growing Use of High Value
Instant Games
Each day more lotteries are demonstrating
that there is a growing market for higher val-
ue instant games. The trend toward the use of
games that have a face value of $25 or more has
continued to accelerate. In 2013 only four lot-
teries had run games with face values of $25 or
more. In 2014, the number of lotteries running
games valued at $25 or higher jumped to 17,
with the Texas and Minnesota lotteries leading
the way with their $50 scratch off games. There
is definitely a significant trend toward the grow-
ing use of higher value games.
Currently, the Ohio lottery is running two
$30 holographic games and the Florida Lot-
tery is running two $25 foil games. Ohio and
Florida applied enhancements to those tickets.
Ron Fornaro, Instant Ticket Manager at the
Ohio lottery, observes: “These types of games
have been a part of the success we have seen
in our higher price point sales. We use just the
right number of these games to complement our
other games at the higher price points.” What
exactly is the benefit to spending money on foil
and holographic enhancements? “The appear-
ance of these tickets definitely assists the tickets
to stand out from other tickets. We currently
have about 50+ games on sale at one time. When
you can put two or three games out there that
are designed differently it will definitely catch
the players’ attention. We believe that the mate-
rial helps the player’s perception that these tick-
ets have a rich, high quality appearance. These
games help to attract players but we also have to
make sure that we provide a prize structure that
appeals to the player. We see these games sell,
on average, at a somewhat higher pace then our
regular games.”
Justin Rock, Product Manager at the Florida
Lottery adds: “We utilize foil paper stock in a
variety of scratch-products and have found it to
