61 PUBLIC GAMING INTERNATIONAL • SEPTEMBER/OCTOBER 2022 NEW MEXICO The New Mexico Lottery has created a robust number of opportunities and added value for their players. For years, the Lottery has partnered with the Minor League Baseball team, the Albuquerque Isotopes, to offer players added value for any non-winning New Mexico Lottery ticket. From April through September, players can receive a BOGO offer with their non-winning tickets for baseball tickets. More than 3,000 fans take advantage of this deal each season. But that’s just the beginning. Despite its small size, the Lottery offers numerous second-chance promotions for players. In fact, they have not one, but three secondchance platforms for entries. Each platform is unique and offers special opportunities. For example, linked multi-state games that feature interactive games live on the Lottery’s My Rewards site, supported by Scientific Games. Players enter their tickets and then have an opportunity to play a fun interactive game that reveals their entries. Collect ‘N Win promotions like HGTV’s My Lottery Dream Home are offered on an Alchemy3 platform. The platform allows players to collect symbols to fill game cards that earn bonus entries. This summer, the Lottery and Alchemy3 added even more value for players by using bonus codes. The codes offered bonus symbols when players used a code with entry. And unique codes were created for each advertising platform. For example, different codes were created for social media, emails, and live events. This enhanced success measurements for redemption and added even more value for players who followed and subscribed to multiple messaging outlets. The third second-chance entry site is the Lottery’s Promo Zone. This custom platform offers endless opportunities for added value for both Scratchers and drawing games. The Lottery can add a second-chance promotion tied to a game almost as soon as it has a lightbulb moment! And once the promotion ends, they can download entries and hold the drawing immediately. Wendy Ahlm, New Mexico Lottery’s Director of Advertising and Marketing said, “Our second-chance entry sites allow us to communicate directly with players, quickly add new, interesting offers, and offer automated alerts. Our players have responded with high engagement and active ticket entering on our sites.” Social media has also created endless opportunities for players. New Mexico Lottery began offering live events for players just this year and are increasing their followers and creating surprise and delight for players. When their Christmas in July, Holiday Scratcher reveal took place during SHARK WEEK, Cash Shark joined the fun with a cameo surprise appearance that resulted in joy and calamity. Wendy and her colleagues at the NM Lottery are in lockstep agreement that strong CRM platforms and digital technology are great ways to engage players, motivate sales, inform customers and offer specialized products that specifically fit player preferences and needs. ARIZONA It has been a challenge for Arizona to strengthen its digital offerings to players. Legislative actions over the past two years have blocked the lottery from selling products online for many years to come and any digital programs must undergo a strict review process. But instead of bemoaning all they can’t do, the lottery has instead focused on what they can do. Leading the charge on their digital offerings is a robust and active Players Club. The site is a whirlwind of activity, from cash and prize promotions to freeto-play games to activities which result in points. You might not be able to buy tickets but the site provides Arizona players with an outlet for digital activity that rivals the most active of lottery sites. A microcosm of Arizona’s Players Club activity took place in July during the run-up to the $1.34 billion Mega Millions jackpot. With so much attention on the game and new players drawn into the action, the lottery saw 44,000 new registrations and more than 132,000 engaged players in July. Their CRM tools then allowed them to segment the Players Club membership by who had entered tickets into promotions during the run. “We decided to take advantage of the increased activity and new membership and send a ‘thank you’ email to players who joined during the run up,” said Chris Rogers, Deputy Director, Marketing and Products. “The email included a promotional code for 500 Players Club points. We saw this opportunity as a small gesture of gratitude to acknowledge players who helped with this incredible run.” This “small gesture” enjoyed incredible popularity: - Open rate: 67% - Clicked: 13,275 - Click rate: 33% - Total code redemptions: 10,363 “The Players Club platform allows Arizona Lottery the ability to engage a user base of more than 500,000 at any time,” said Rogers. “From homespun promotions like Arizona Adventure™ and Bingo & Crossword Giveaway, to earn and burn point activities like surveys and coupons, we have the ability to be strategic and proactive in our approach to maintaining player interest long after the initial ticket purchase has been completed at retail.” n NM Lottery’s “Cash Shark” helped celebrate “Christmas in July” Arizona Adventure™ is one of promotions offered by the lottery’s Players
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