43 PUBLIC GAMING INTERNATIONAL • NOVEMBER/DECEMBER 2024 New Mexico Lottery | Best New Instant Game Low-Carb Options (Retailer Promotions) We offered two retailer promotions to provide retailer rewards for promoting Lottery products. This also helped to initiate game launch excitement, encourage retailer excitement, and build support for the life of the game. The first, an Activation Promotion, took place from March 5 – 15, 2024. Retailers who activated the game during this time were entered in a drawing for a chance to win $1,000. One corporate retailer and one independent retailer each won $1,000. Additionally, a “Retailer Wins, Too!” Promotion was created. To help promote the game, retailers were informed that FIVE stores that sell the tickets that complete the winning entries that are selected in the player secondchance promotion will EACH win $5,000. And the store employees from the winning stores will receive a prize party package. Handmade Shakes (Game Innovation) The game created many “FIRSTS” for the New Mexico Lottery: • First time ..................................................................................................... we offered a cookbook competition • First time .........................................................................................................we produced an online cookbook • First time ...............we created a miniseries of “Cash Shark” episodes (to promote the Cookbook Competition) • First time ............................................................we partnered with restaurants who were non-lottery retailers • First time ....................................we used a new “Codeword” promotion on our player’s club promotional site • First time ...........................................................................staff wrote and recorded our own song for a TV spot • First use.................................................................................................................................... of a celebrity chef Additionally, Guy Fieri Flavortown Fortune! Scratchers generated inspiration for: • Our best survey response EVER • Fun Cash Shark appearances • Interesting content and interviews • Unique promotions and events, such as a launch party at Lottery Headquarters, wheel spin events, a Claims Center promotion, and social media contests • A unique grand prize finalist event that will be live streamed Retailer In-Store Wheel Spin Events To celebrate the launch of the Guy Fieri Flavortown Fortune! Scratchers at retail locations, increase awareness about the tickets, and reward players, Field Sales Representatives (FSRs) held 43 wheel spin events around the state, reaching more than 24 New Mexico towns. Demand was quite high for these events. Las Cruces players were eager for an event and created quite a social riot while waiting for their local event announcements. Event sales exceeded $13,000 and more than 24 New Mexico communities were reached. New Mexico Lottery | Best New Instant Game Soups & Salads (Results) Sales for the game have exceeded our expectations. Based on the first eight weeks of sales, Guy Fieri Flavortown Fortune!: • Ranked in the top three bestselling games, surpassed only by the two $20 games; • Outperformed other popular $5 games with an index of 133, compared to Dungeons and Dragons at 111, 20X at 110, and MONOPOLY at 78; and • Averaged weekly per capita sales of 5.2 cents, which is strong for the New Mexico market compared to 3.6 cents on average for other $5 games launched in the same fiscal year. Our return on investment from the Guy Fieri Flavortown Fortune! game exceeded expectations by bringing in new and/or infrequent players, as evidenced by new and increased engagement with our promotional website. Sales even exceeded promotional planning. Initially, we scheduled four quarterly drawings in the second-chance promotion to motivate sales. Notably, game inventory is anticipated to be sold out of the warehouse before the second scheduled quarterly drawing. Due to the success of the game, adjustments will have to be made for the remaining drawings since the game will be sold out. Lottery Favorites (Conclusion) Guy Fieri Flavortown Fortune! Scratchers have been an incredible five-star success. This recognizable brand generated numerous flavors of FUN and creative content. From premiums to promotions, players treated their taste buds with prizes and shared content. Lottery benefits extended beyond game sales. We created a cookbook full of player recipes that is available for free downloads. We created an entirely new Codeword entry mechanism for our player’s club. The Lottery’s fun mascot, Cash Shark, used the assets to continue to brand the New Mexico Lottery as a “FUN” entity. Our staff benefited from teambuilding activities, like the launch event and creation of the song for the TV spot. And we devised a way to work with non-lottery businesses to reach our target market in unique locations. All this, and valuable funds raised for our beneficiary, the Legislative Lottery Scholarship Fund. It was an all-you-can-eat buffet. Our staff and our players are stuffed and ready for a nap! Sides (The Final Grand Prize Event) Upon conclusion of the game, a drawing will be held for five Grand Prize Finalists. We plan to hold an event at a location like a restaurant or resort, and the finalists can each bring guests. We will then conduct elimination rounds leading up to one lucky player winning $500,000. Each of the finalists will win cash prizes.
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