Launched 3/28/2023 Timing is everything. SCEL experienced tremendous growth with $10 games and made a purposeful decision to build upon that success by launching its first $20 game. The Lottery’s product team went big with a fantastic green game that expresses a strong value in its name. As part of the planning, they enhanced the game with gold LuxShimmer Ink to boost its success. Fastest Road to $2,000,000’s name is a monster callout for the best chance to win $2 million in SCEL history! This game’s screaming hot weekly per capita sales ($1.43) made it the Lottery’s No. 2 game of 2023 by the first 16 weeks of sales. “South Carolina carefully planned our approach to the product positioning of the first $20 game. We limit the use of callouts in South Carolina so including the callout ‘Best Chance Ever to Win $2,000,000 in SC Lottery History’ really stood out to our players, especially since top prizes in South Carolina are not annuitized,” said Ammie Smith, Director of Product Development for the South Carolina Education Lottery. Launched 5/4/2023 Ten-dollar games are the SCEL’s specialty, and the list of top-performing $10 games is usually dominated by South Carolina. But this blowout game from the Maine Lottery is notable for several reasons. First, it has the highest weekly per capita in the Maine Lottery’s portfolio for 2023 (excluding $30 games). Second, Maine supercharged this unassuming game by launching it in a vibrant purple with Fluorescent Ink. Continuing to contribute to the Maine portfolio, it is currently on sale in yellow and green colorway and retains the effective callouts, prize structure and money/wealth theme. Added a few years ago to enhance the $10 price point category, this blowout game has become a core game in the Lottery’s instant product portfolio. Different than other $10 games, the $50 or $100 game features a money theme and provides players with the exclusive opportunity to win one of two prizes. Though the odds are a bit higher than standard $10 games, the value proposition for this loyal group of players is well worth it. So much so that Maine also carries a version of this at the $25 price point to differentiate value to high price point players. The Lottery has been very satisfied with how this uniquely prized game performs in its market. “The success of the game has proven that indeed there is a market for a game with substantially higher odds if the prizes are substantial enough. We took a chance based on feedback from our players and it has worked out extremely well,” said Mickey Boardman, Acting Director, Bureau of Alcoholic Beverages & Lottery Operations. “The higher price point appears to be appropriate for this type of game and we are so pleased we are offering a similar game at the $25 price point.” “We wanted to ensure the game would stand out at retail so decided to go with a bright fluorescent yellow and a font that allowed the two prize tiers to really stand out a retail. In addition to the top prize, we also focused on the callout so players would be clear about what the prizes were,” Boardman added. South Carolina Education Lottery – FASTEST ROAD TO $2,000,000 Maine Lottery – $50 or $100
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