The Colorado Lottery has used 7s theme games throughout its 40-year history. Greco says players like games with the number 7 included in the theme as they believe it’s lucky. In late June the Lottery launched 777 at the $20 price point enhanced with Dimension’s Stella pattern. Designed to appeal to players who are drawn to lucky number themes, 777 was part of a group of number-themed games, all offering unique features – ranging from non-traditional prize structures to unique new printing techniques. It was the first time the Colorado Lottery featured just the number 7 in a game’s name. “Games that feature unique printing techniques like Sparkle or fluorescent and metallic inks stand out among the other games in the dispensers. And while players are used to seeing those features, the Colorado Lottery is always looking to add other ‘dimensions’ to the look and feel of our games,” he explains. “We needed a $20 game to replenish inventory at that price point. However, like most lotteries, players in Colorado are gravitating towards higher price points. We thought adding this new printing technology to one of our $20 games would do just that.” The 777 game launched in both a deep red and a rich blue with a $1 million top prize. “This game has everything going for it. Red tickets always stand out in the dispensers, the number 7 is a popular number theme and then adding a new printing feature like Dimension was the icing on the cake,” says Greco. Dimension Stella pattern The Lucky 13 concept goes back to the early days of the Colorado Lottery. However, in 2009 the Lottery introduced a 13-themed $10 game that featured a prize structure with a minimum prize of $13. Every prize level included the number 3, which was unlike any previous $10 prize structure. The game was very successful, but Colorado Lottery Product Manager Todd Greco says it got lost in the mix. Flash forward to 2023, the Lottery decided to reintroduce that prize structure in a new $10 game. The game was part of a group of number-themed games being launched at the same time, and one way to draw attention to this game was by adding a completely different look to the concept compared to all other games on sale at the time of launch. “The number 13 theme, the color green which is very popular with players, and the Dimension printing technique made this game very noticeable,” Greco shares. “The $10 price point has become the Colorado Lottery's most popular category, and there are a lot of games offered at that [price point]. Adding the Dimension printing feature helped Lucky 13 stand out among all the other $10 games, and helped players notice the other features of the game, like the unique prize structure.” Lucky 13 featured the Cracked Ice Dimension pattern. “The Dimension pattern along with the color green is a great combination. Looking at the ticket is almost mesmerizing, as you really think you are looking into the depths of the ticket,” explains Greco. Dimension Cracked Ice pattern
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