43 PUBLIC GAMING INTERNATIONAL • SEPTEMBER/OCTOBER 2022 Modern Families With continuous innovation driven by data analytics, families of games have developed significantly over the past decade at Scientific Games. Modern families feature more value enhancements – including digital – than ever to give players a memorable experience, and price points as high as $30 and $50. Product enhancements can include specialty inks, paper stocks and finishes, second-chance promotions, digital games and licensed properties. When it comes to families, keeping up with performance data and consumer trends is key to retail and digital product positioning. “Our name says it all – we take the science inside the game very seriously because we know that’s the foundation for creating fun experiences for players,” shares Jennifer Welshons, Chief Marketing Officer. “With families of games, our experienced analytics and marketing teams have to go a step further in working with customers to ensure that the player value of this miniproduct line is well communicated in the context of the full portfolio.” The company’s science is carefully applied to creating and positioning families of games in the overall portfolio, benefitting sales and returns for its Primary and Scientific Games Enhanced Partnership customers. The SGEP program includes portfolio management services, as well as technology-driven analytics and insights, advanced logistics, marketing, sales support and licensed brand services. The advanced logistics are powered by Scientific Games’ patented SciTrak and OrderCast systems to direct proper inventory management and distribution across the lottery retail network. A cohesive view of the game portfolio and the overall lottery ecosystem offers a huge opportunity to optimize retail sales as these six lotteries have proven – several using digital as a key component of their modern family’s success. Launched: June 2022 Performance: 21% higher (first 8 weeks of sales compared to other families in the market). Family price points: $1, $2, $5, $10 Highest performer: $5 Top prizes/multipliers/bonuses: $1 – $10,000 (10X), $2 – $100,000 (20X), $5 – $1 million (50X), $10 – $4 million (100X) Strategic Product Enhancements: Fluorescent inks, simulated foil stock, Sparkle Select Portfolio strategy: In June, the multiplier family launch is the most important launch of the year. The games are designed to be eye-catching and quickly communicate the multiplier and value proposition messages. Interesting note: The October holiday family is also one of the most important and best performing launches in Massachusetts every year. There was also recent success with a Decade of Dollars family. “Since launching the Massachusetts Lottery’s first family of multiplier games in 2013, they have consistently been among our highest performing tickets across all price points included in the family. Our customers now anticipate these releases each year and we have found ways to keep the games fresh by utilizing fluorescent inks and holographic design, while adding bonus plays and double winning symbols. Due in part to the popularity of our multiplier families, we introduced a family of holiday tickets in 2014 and have continued to do so ever since. We recently found success with a new family of tickets, Decade of Dollars, which offered a 10-year monthly payment option for grand prizes.” – Edward Farley, Chief Marketing Officer, Massachusetts Lottery Massachusetts Lottery: X The Money Multiplier Family
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