40 PUBLIC GAMING INTERNATIONAL • NOVEMBER/DECEMBER 2023 PRECIOUS 7’s Sparkle for Kentucky Players with new KY Omnichannel Launch Get Your Sparkle On Recently, the Kentucky Lottery Corporation selected IGT’s popular PRECIOUS 7’s brand, which had its beginnings as a fun eInstant game, for an omnichannel player experience to help further fuel imagination and fund education for all Kentuckians. Kentucky launched PRECIOUS 7’s on August 31, 2023, as a scratch ticket, an “Instant Play” eInstant game, and a Fast Play game with retail terminal-generated tickets. The traditional Collect Symbol Match play game with its Gems, Rocks, and Jewels theme was designed by IGT to work seamlessly in both digital and retail channels for a true omnichannel experience. Precious Inspiration To create an exciting scratch ticket, IGT started with the PRECIOUS 7’s eInstants design and provided the Kentucky Lottery with traditional printing concepts, as well as an innovative Infinity Instants™ printing option. The Kentucky Lottery chose the visually appealing Infinity Instant™ ticket and was thrilled with the result. IGT also took inspiration from the selected Infinity Instants artwork to create the Kentucky Lottery’s PRECIOUS 7’s Fast Play ticket with a chance to win 2x and 3x the prize. A Fast Play ticket entitles the player to play a series of games with instant cash prizes and a rolling jackpot, which grows with every ticket sold and starts at $10,000. The ticket also includes a callout and barcode that takes players straight to the PRECIOUS 7’s Instant Play online eInstant game page. With the omnichannel group launch of PRECIOUS 7’s, glittering gems offer an enjoyable experience for Kentucky players. Bringing a retail brand to life online, and vice versa, gives players an intuitive, interactive, multidimensional experience that modernizes lottery for an evolving audience of players and drives engagement to support ongoing industry growth. As a partner that offers multiple routes to success, IGT supplies lotteries with the opportunity to replicate and amplify the fun and ambiance of players’ favorites, in-store and via digital channels, with a variety of crowdpleasing omnichannel games. Popular printed games coupled with eInstant counterparts generate added engagement and reinforce a consistent branding and game experience. With omnichannel titles, IGT offers players brands that are familiar, such as from scratch tickets and Fast Play games, so they can be confident when exploring the digital channel. In an October 2023 research study, a Michigan player noted that familiar brands “make you more interested and more excited, rather than some stuff you’ve never seen before.” IGT draws on a range of dynamic capabilities — including instant ticket printing, eInstant studios, and retail and draw game innovators — to offer versatile omnichannel games across varied channels and popular game types, thereby expanding and heightening the play experience.
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