Public Gaming International Gaming July/August 2021

42 PUBLIC GAMING INTERNATIONAL • JULY/AUGUST 2021 A dvancing from number 22 into the top 10 in U.S. per capita instants sales isn’t an easy or common move. Michigan accomplished that feat in the past five years by taking a broad view of its instants business and pursuing improvements on multiple fronts with longtime strategic- planning partner IGT. From instant ticket planning and prize structure optimization to planogram development and changes in launch cadence, the improvements were extensive, but the key to success wasn’t any single initiative. It was all the Lottery’s actions working in concert to drive responsible and sustained growth. Today, Michigan is among the country’s fastest-growing lotteries, with seven years of double-digit instants growth and corresponding growth in gross profits in support of the state’s education programs. Michigan’s instants business is firing on all cylinders. The Lottery’s commitment to innovate and its collaboration on strategy with longtime partner IGT has produced seven-year, double-digit growth, propelling the state from number 22 to number 7 in U.S. instant sales. CRUISING INTO THE TOP 10