37 PUBLIC GAMING INTERNATIONAL • JANUARY/FEBRUARY 2024 All performance indexes based on Scientific Games MAP™ fiscal year data for U.S. lotteries. LuxShimmer®, MAP™, and Sparkle® Select are trademarks of Scientific Games, LLC. © 2024 Scientific Games, LLC. Launched 4/4/2023, reorder launched 8/7/2023 Earlier this year, the New Mexico Lottery launched an inventive four-member family of games with a nod to the state’s culture and rich history of gold. $5,000 ORO, the $2 game, would go on to win the coveted North American State and Provincial Lotteries Association’s 2023 Best New Game award. Branded ORO – which means gold in Spanish – all the games were designed using a precious metals theme with the gold and twinkle Sparkle Select patterns on blue. Across the family, the $2 game was a stand-out. The two-number match game gives players extra value with a $1,000,000 second-chance win opportunity. It was the best-selling New Mexico Lottery game in the $1 to $5 price point category by per capita sales, performing 52% higher than other $2 games. The entire family, which includes an extended play game, has performed very well for the Lottery. “Families of games are important for New Mexico Lottery players because they provide a cohesive look, an advertising campaign featuring multiple price points and an opportunity to appeal to many different players with different play styles, price points and top prizes,” said Karla Wilkinson, Director of Gaming Products, for the New Mexico Lottery. “We were thrilled with the game’s performance. The $2 and $5 price points sold out in just eight weeks. Sparkle Select on $5,000 ORO made it stand out among the other $2 games. Typically, $2 games are an introductory price point for players,” Wilkinson shared. “The $2 ORO scratcher also received the most entries into the second-chance promotion, which supports that it was an entry point for new and infrequent players. Wilkinson said that the success of the ORO family was a perfect blend of game appeal (look), prizes, a secondchance promotion and a comprehensive ad campaign. Congratulations to these lotteries for a job well done. These games reflect the innovative decisions made by product managers to learn what their players prefer in a scratch game entertainment experience. For more information on these top performers, contact your Scientific Games representative “The success of these scratch games speaks to the value of reading the market properly and creating the right mix of variation in an instant scratch portfolio. This is the way to create value for the beneficiaries of a lottery and Scientific Games is proud to be a partner that supports growing that value across the industry.” - Rob Thompson, Scientific Games New Mexico Lottery – $5,000 ORO
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