45 PUBLIC GAMING INTERNATIONAL • JULY/AUGUST 2024 Island first-game launch sales to date with new higher payouts, and was ranked number two in gross player counts, including very strong first three days of sales. More than 66% of all Rhode Island eInstants players wagered on Love Fever at least once during the month of February. The Rhode Island lovefest never ended: 73.4% of players who tried the game during the promotion continued to wager on Love Fever even after the promotion concluded. KENTUCKY Just six days after the game launched, the Kentucky Lottery presented “A Bouquet of Bonus Bucks” promotion from February 1315, centralized around Love Fever. Players in the Bluegrass State fell in love with the sweet promotion for the new eInstant game. Sales of new games typically decrease after the first seven days, but due to the Bouquet of Bonus Bucks campaign, Kentucky was able to increase sales. From Feb 13-15, those who played Love Fever were entered for a chance to win Bonus Bucks. Fourteen players won $100, for a return on investment of 199.5%. There was a 1.3% increase in transactions, as this promotion allowed every play to be counted as an entry into the drawing. GEORGIA Love and romance promotions were tailormade for the Georgia Lottery’s female audience—the predominant player segment of the eInstant category (branded in Georgia as “Diggi Games”). After the Love Fever Diggi game launched in late January, two promotions were offered in the Peach State. The first opportunity ran from February 2-4: Players who played the Love Fever game had the chance to be one of 200 people to receive a $30 bonus credit. On February 11, L is for Lottery: Play any lottery game online and be one of 100 players winning a $40 bonus credit. On February 12, O Day is for Online: Play both Mega Millions and Powerball and be one of 50 players winning a $100 bonus credit. On February 13, V is for Variety: Play Love Fever and one more Diggi game, and you could be one of 200 players to receive a $20 credit. This effort engaged new and existing Diggi players to try new games. On February 14, E is for Education: Get a 30% Valentine’s deposit match. Featuring the E for Education reinforced awareness of the Georgia Lottery’s mission to maximize revenues to specific educational initiatives such as Pre-K programs and HOPE (Helping Outstanding Pupils Educationally) scholarships. The Georgia Lottery promoted these offerings via the Georgia Lottery mobile app and website, along with Facebook, Instagram, and Twitter. Google Display Ads for the Georgia promotion garnered over 800,000 sweet impressions. Georgia Lottery sales for Love Fever were up more than 26% during the promotion period. Plus, on February 14, 2024, players loved the 30% deposit match, which made Valentine’s Day the secondhighest deposit day for the Georgia Lottery for the entire month. Players Embrace Love Fever As of March 2024, Love Fever was globally ranked third for the year of all IGT eInstant games live in market, propelled by marketing to the female audience. IGT creatively leveraged content developed by its in-house game studio and offered lotteries marketing promotions for this consumer demographic. To date, over 63% of players who have played Love Fever are women, who responded to the game’s attractive design and targeted marketing efforts. In Love, with Love Fever Cross-promotional campaigns and tactical deployment of creative contribute to sweet success with Love Fever. With love and romance always popular themes, Love Fever can be offered by lotteries all year long! Clever, multifaceted marketing efforts support the Love Fever eInstant.
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