43 PUBLIC GAMING INTERNATIONAL • MAY/JUNE 2022 The various communications earned a high open rate of 83%, five points above the average. Prior to the rollout, the team also teased the launch of EXTRA with a video celebrating the base game’s 200 previous top-prize wins, urging retailers to “stay tuned for something new.” Complementing and reinforcing all the other communications were two full-page print advertisements created for a retailer trade magazine. One focused on the novelty of the EXTRA add-on with the message – “There’s always a second chance for your clients” – further encouraging retailers to let players know about the new EXTRA option and an “EXTRAordinary” new experience. EXTRAORDINARY RESULTS It was a challenging time to launch the EXTRA add-on game in Italy – not only with an advertising ban but also pandemicrelated restrictions that prevented people from lingering as they otherwise might at the point of sale. Yet the thorough, double-barreled communications plan for EXTRA demonstrates the possibilities for success. The first month in which the EXTRA addon game was available saw a 23% increase in sales over the pre-launch, and thanks to the postponement of the draw time, the total number of daily wagers placed after 7.00 p.m. was three times higher than in the week before launch. Even add-ons that have already launched successfully may have further room to grow. IGT offers strategies to help generate player interest and retailer awareness, such as IGT’s Double Play “Launch Box” – including retailer communications and training, newsletters, and other materials to promote this secondchance add-on game. n EXTRA MillionDAY – Point-of-Sale Kit Poster Playslip Display and Window Sticker Stickers In the first month, the EXTRA add-on game was played at 97% of the retail locations, and thanks to the postponement of the draw time, the total number of daily wagers placed after 7.00 p.m. was three times higher than in the week before launch. IGT Italy launched the hit draw game MillionDAY in February 2018 to fill a gap in the Italian draw-game portfolio between lottery games with weekly draws and faster-play games with multiple draws per day. For a modest ticket price of €1, players of the MillionDAY base game choose five numbers out of 55 for a chance to win cash prizes – including the top prize of €1 million – in a five-number daily draw that was originally held at 7 p.m. The game can be purchased in both the retail and digital channels, on IGT Italy’s “My Lotteries” app, and on digital retailer sites. Over the next two years, the operator introduced new ways to play the base game (i.e., multi-bets, system-bets) before successfully launching the second-chance add-on game called “EXTRA” in March 2022 and moving the daily draw time to 8:30 p.m., to provide more time to place bets. Players can now purchase the EXTRA option for €1 over the base cost of €1 per bet, using the same five numbers played in MillionDAY. After the five numbers are drawn for MillionDAY, players participate in a second draw of a further five numbers from the remaining set of 50, providing them with an EXTRA chance to win. Players who match at least two numbers or more in the EXTRA draw win dedicated prizes, with a prize structure independent from the base game. HOW ITWORKS MillionDAY + New “EXTRA” Add-On
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