41 PUBLIC GAMING INTERNATIONAL • MARCH/APRIL 2024 Maximizing Holiday Magic Scratch-off lottery games are very popular during the holidays, when giftgivers responsibly provide them to adult recipients as presents. As Meitz noted, "Creating a retail and digital campaign around this festive season made perfect sense to accomplish the Lottery's goals.” Basing the 2023 campaign on one of the eInstant holiday games in IGT’s portfolio, IGT professionals localized the language and currency to create Kasa od Mikołaja, and designed a companion scratch ticket in time for the holiday season. To increase online play, a QR code was printed on all scratch tickets, and on selected Lotto and Eurojackpot tickets at retail on launch day and over the holiday period. When they scanned the QR code, players were taken to a branded landing page explaining the game. Results: More Sales, More Players, More Fun Kasa od Mikołaja created impressive results for Totalizator Sportowy. Sales of the Kasa od Mikołaja eInstant exceeded by 9% the sales of the eInstant holding the previous record, making it the absolute best seller IGT ever launched in Poland. There was an exciting 14% increase in player growth during the holiday offering. And 70% of the printed 4.5 million Kasa od Mikołaja scratch tickets were sold within the first 30 days after launch, making Kasa od Mikołaja one of Totalizator Sportowy’s fastest selling scratch tickets ever. POSITIVE PARTNERSHIP Lottery Popularity Zooms with Żabka At the EL/WLA Seminar, the team also shared another impressive recent initiative, which saw Totalizator Sportowy partner with Poland’s Żabka retail chain, increasing the number of locations offering the Lottery’s products by a significant 30%. This mutually beneficial partnership helped drive players to Żabka locations while expanding the Lottery’s consumer base. Rewarding Retail Significant online promotion was done on the Żabka website and social media to spread awareness of the lottery offerings. Appealing merchandising and digital signage in Żabka locations responsibly reinforced the full, welcoming Totalizator Sportowy product portfolio available to a new generation of players. Playability by Design The team demonstrated how IGT helped generate insights for Totalizator Sportowy that resulted in the deployment of inventive solutions such as Kasa od Mikołaja and the Żabka partnership. Applying learnings derived from IGT, Totalizator Sportowy enhanced its engaging game content and now offers more ways to play, appealing to today’s digital natives. IGT helps lotteries such as Totalizator Sportowy build awareness, ensure lottery integrity — with new levels of responsible gaming and player protection protocols — and enable players to play where, how, and when they want, for both retail and digital solutions. IGT’s OMNIA Solution Players expect a convenient and seamless journey no matter where or when they play. IGT’s OMNIA™ solution enables lotteries to deliver multichannel and omnichannel experiences, providing the tools and data to support the creation of new games, enhancements, and promotions that will excite players. n
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