38 PUBLIC GAMING INTERNATIONAL • MARCH/APRIL 2023 Hans Christian Andersen, the renowned Danish author, who transported millions to far away worlds with his marvelous, fantastical stories famously observed that, “To travel is to live”. It’s true. The sentiment is as relevant now as it was 200 years ago. We love to travel, and we thrive on the experiences our journeys deliver. It’s at the heart of why experiential prizes in the lottery industry work so well. By awarding ‘money-can’t-buy’ trips, loaded with custom touches that make them totally unique, lotteries are fulfilling player dreams and creating goodwill in high profile ways that more traditional cash prizes don’t often deliver. Games and promotions that include experiential trip prizes have become an indispensable tool to help lotteries achieve their sales, marketing, and public relations goals. And as experiential prizing has evolved, lotteries and their vendors have learned valuable lessons about what differentiates a ‘trip’ prize from an ‘experience’. Winners are increasingly delighted by incredible destinations and one-of-a-kind activities they might never consider but for the purchase of a lottery ticket. Experiential prizes have come a long way since lotteries began awarding them decades ago. Trips to Vegas or Hawaii are still popular today, but players have grown to expect more, and the things INCLUDED in those trip prizes have steadily raised the bar. Anyone can buy airline tickets to Vegas and book rooms at famous casinos, but the turnkey, all-inclusive, white-glove treatment vendors deliver, along with cash and unique events take these prizes to a whole new level. We feel like we’ve nearly perfected the process. But even the most successful recipes can benefit from a new perspective. How do we take the winner’s experience to new heights? What can lotteries offer that checks off all the right boxes, cuts through clutter, creates buzz, and pushes the ‘wow’ factor through the roof? It’s space. It’s giving lottery winners a true, life-changing opportunity to see the world from an entirely new perspective. And it’s now reality. That’s the dream the team at Alchemy3 has brought to life. The bar has LOTTERY WINNERS IN SPACE! EXPERIENTIAL PRIZING REDEFINED.
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