34 PUBLIC GAMING INTERNATIONAL • MARCH/APRIL 2024 Norm also praised the work of Jay, Bret, and Pat Lance on negotiating the NFL partnership. David similarly complimented the NFL as a partner and highlighted the quality of the experiential prizes that they can offer, from going to the draft to attending the Superbowl. He also mentioned the forthcoming research showing that the Lottery’s brand recognition level is as high as lots of the top brands in the country, including Pepsi and Coca-Cola, meaning that in the future “we might be the brand that others want to come to and pay for a partnership.” Moving on to recent game changes, Bret provided an update about Powerball’s Double Play add-on feature, which was launched in 2022 and is currently being offered by 22 states. Evidence shows that Double Play provides a lift for Powerball sales of just under 10%. In terms of new games, Bret discussed the possibility of creating a national 4Life game based on the Cash4Life and Lucky for Life games. A recent meeting had considered how such a game, potentially offering $1 million per year for life, could fit into the national portfolio with Powerball and Mega Millions. According to Bret, that game is “very likely” to happen, but lots of work must still be done to develop it. Another new game launching this year is Jackpot USA, a fast play $20 game with a $1 million prize that will be managed by MUSL and initially offered in four states. Considering new games, Jay discussed the importance of the national portfolio in the context of sports betting’s rise. “Sports betting is coming, and it’s growing, and it’s a threat. So, it’s crucial that we have a strong national Lottery portfolio to fight back against that. We need to design a better Mega Millions game, a better Powerball game, add the NFL into the mix, and create a new Million Dollars for Life game to make sure we stay relevant and compete.” In that context, David outlined how the following two years are likely to be full of new games, with the next MUSL board meeting hopefully voting on a new product to be launched. Also in the context of sports betting, the panel considered responsible gaming. Stephen highlighted “the evidence that sports wagering offers a completely different level of risk even compared to casino gaming, especially for younger people who are increasingly likely to bet on sports regularly regardless of whether it’s legal in their state or not. We need to be conscious of that demographic and the risk factors and aggressively target problem gaming through advertising and programs. And we need to make sure that these Responsible Gaming resources are prominently available as part of our genuine commitment to helping people.” On that theme, David mentioned NASPL’s forthcoming responsible gaming seminar in Atlanta and the increasing number of states getting World Lottery Association certification for responsible gaming initiatives. Norm also emphasized the importance of generating “high-quality research data so that we can debunk some of the myths around problem gambling and make sure that our efforts to address the issue are as powerful as possible.” Jay approached the same issue from another angle, pointing out “the responsible gaming opportunities that come with iLottery” and arguing that Lottery’s proven dedication to responsible gaming “is a really good selling point when you’re talking to state legislators about introducing iLottery.” Similarly, Bret added, “Promoting responsible gaming gives lotteries a chance to differentiate ourselves from the sports betting companies, so it's a big opportunity for us.” Closing the discussion, David reemphasized MUSL’s focus on building brand recognition and value and paid tribute to how the research led by Simon Jaworski had built an understanding of the Lottery brand’s worth. He also praised the vision of state directors who are helping to lead the brand in new directions. Similarly, Stephen reiterated how David’s leadership of MUSL had helped change the mindsets of state lottery directors. “Previously, most directors may have thought, ‘We’re a state agency, and we do what we’re told within a very narrow set of parameters.’ Whereas now, directors recognize that the Lottery is both a state agency and a market-driven business. And it’s our job to create revenue for the state, and one way to do that is by working together on national branding initiatives.” Norm emphasized the importance of MUSL’s membership collectively agreeing on the path forward while still giving states the opportunity to opt out. “We’ll be pushing really, really hard to get the NFL product offered in every state because that will guarantee success,” he said, “but this isn’t a franchisee-franchisor relationship; it never has been, and it never will be. There’s no way for MUSL to force a lottery to do something. But hopefully, the more successful we are, the more everyone will want to join in.” Bret explained how MUSL’s marketing and promotions committee is always keen to hear anyone’s great ideas and is actively seeking partners for promotional opportunities, especially those that tie in with the timeline for introducing or changing games. Similarly, Jay reemphasized the benefits of coordinating promotional efforts nationally. “If we bought a TV spot in every one of our states or bought one spot nationally, the national spot is more cost-effective, and it comes with greater promotional reach.” “So, let’s make our dollars go further,” he added, “by exploring more opportunities to pool funding and collaborative initiatives. Of course, there are challenges because different states have different advertising and budgeting rules. But I believe there’s a path through that complexity toward a simpler solution, where it’s built-in as part of your membership to sell Powerball, so a little bit of money goes over to national marketing, and the group votes on how to use those funds.” Reflecting on MUSL’s recent journey, Stephen concluded, “The topic of discussion has changed from ‘Should we be doing national advertising and branding?’ to ‘How can we do it best?’” Finally, David shared that he is “very happy about where MUSL is and all that we’ve done over the past five years, but we will keep trying to move it forward so that everyone can advance together. We’re doing a lot, we’re very excited about what we’ll be doing in the future, and we’re having a lot of fun. Let’s keep the pedal to the metal.” n Leveraging the power of Brand Lottery — continued from page 21
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