44 PUBLIC GAMING INTERNATIONAL • SEPTEMBER/OCTOBER 2022 Launched: $30 January and $1-10 February 2022 Performance: Games in the family performed on average 12% higher than non-family games (same price point and timeframe). Family price points: $1, $2, $5, $10, $30 Highest performer: $30 Top prizes/multipliers/bonuses: $1 – $18,250 a year for 20 years, $2 – $52,000 a year for 20 years, $5 – $120,000 a year for 20 years, $10 – $250,000 a year for 20 years, $30 – $200,000 a year for 25 years + 10X, 20X, 50X, 200X multipliers Strategic Product Enhancements: Licensed property “MONOPOLY games have been part of the Ohio Lottery’s scratch-off portfolio since the early 1990s. They’re very popular with our players and consistently perform well with the current family of games having had a great impact on our sales.” – Ron Fornaro, Scratch-Off Product Manager, Ohio Gaming Ohio Lottery: MONOPOLY For Life Family Launched: June 2022 Performance: 63% higher (first 8 weeks of sales compared to other families in the market). Family price points: $1, $2, $5, $10 Highest performer: $10 Top prizes/multipliers/bonuses: $1 – $5,000 (2X, 5X, 10X), $2 – $30,000 (2X, 5X, 10X, 20X), $5 – $200,000 (2X, 5X, 10X, 20X, 50X), $10 – $300,000 (2X, 5X, 10X, 20X, 50X, 100X “Families of games have proven over time to be an integral part of the scratch game strategy and portfolio. The multiplier families have outperformed every other family of games we have launched; this has been the main reason we decided to launch one every year. Our Product team, Marketing team, and SG have continued to work together to grow the most successful family of games in our portfolio. For this particular family, our strategy was to increase performance by introducing our highest multipliers to date.” – Ammie Smith, Director of Product Development, South Carolina Education Lottery South Carolina Education Lottery: Carolina Gold Multiplier Family Portfolio strategy: This family launched in 2022 due to the success of the MONOPOLY families in the past. The launch was slightly different, as the $30 ticket launched in January with the rest of the family following in February. This gave the $30 game time to grow and propelled the success of the rest of the price points. Ultimately, the $30 game is the most successful of all $30 games ever launched in Ohio. Interesting note: Every winter, the Ohio Lottery launches a family of games in February or March and MONOPOLY has been a consistent winner in terms of sales. Next year, a family of games is planned based on the Lottery’s wildly popular Cash Explosion franchise and game show in Ohio. Strategic Product Enhancements: Foil stock, premium metallic ink, combination spot matte/gloss finish Portfolio strategy: While South Carolina has launched multiplier families before, this was designed as a premier family with enhanced multipliers of 10X, 20X, 50X and 100X – different from previous families with 5X, 10X, 20X and 50X multipliers. The Lottery further improved the prize structures of the games to ensure the multipliers are significant and appealing to players and that they appear often enough to produce meaningful wins. The family is part of a series of games eligible for the Lottery’s 20th Anniversary Second-Chance Promotion which awards $2,000 each to 20 winners per month. Interesting note: As part of the 20th Anniversary promotion, the Carolina Gold family of games drove sales and second-chance entries at the lower price points. The Lottery first introduced a family of game to players in 2014-15, with each launch gaining popularity. Historically, the Lottery launches two families each year.
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