Since 2011, lotteries have offered Warehouse Dash, a second-chance promotion where players enter their non-winning instant or draw game tickets into a second-chance drawing for the opportunity to participate in a Warehouse Dash. The red-carpet event is managed entirely by Scientific Games and can be tied to a themed instant game or offered as a stand-alone event. A unique, once-in-a-lifetime winner experience for players, the Warehouse Dash extends the instant game experience. Winners are flown to Chicago for 90 seconds of total shopping fantasy where they dash through a warehouse and fill their shopping cart with as much merchandise as possible. Awarding six to 50 winners, the promotion can be scaled to meet the unique needs of the lottery’s budget, players and brand. The Maine Lottery’s strategy is to have a diverse offering at each price point in its portfolio. The $10 price point has been growing and more $10 games are being added. “We’ve offered the Warehouse Dash as a prize in our loyalty program in the past but never as a stand-alone game. Players who participated loved the overall experience of the Dash including being treated like VIPs and having control over what prizes they could get,” says Mickey Boardman, Interim Director of the Maine Bureau of Alcoholic Beverages and Lottery Operations. “We posted a video of the dash event on social media and the feedback was tremendous. The big question was, ‘How can I do that?’. Ultimate Da$h will provide them with that opportunity.” The Lottery’s team added Dimension’s Cracked Ice pattern to the game design because they knew that special enhancements add value to the player experience. “It was important to provide something that would make this game stand out without taking away from the other games. The Warehouse Dash component along with a chance to win $1,000,000 fits well at the $10 price point which allowed the prizes in the game to be substantial enough that it still appeals to players who may not be interested in the Dash.” Featuring graphics of a warehouse filled with merchandise awaiting winners, Ultimate Da$h launched in late July. “The ticket design really captures the excitement of the game by featuring the experience of a Warehouse Dash combined with a chance to win $1,000,000,” says Boardman. “The addition of the Dimensions [enhancement] brings the ticket to the next level by creating a unique look that will stand out in the marketplace.” The first in the U.S. to launch a Dimension game was the New Mexico Lottery. Since launching in May, the $250,000 Riches game – a first for the game concept as well – is the Lottery’s topselling instant game each week. “Statutory payout constraints limit our ability to grow to the higher price points that are trending in the industry. In fact, we reintroduced the $20 price point in 2022 after years out of market. With little room to boost payout, we search for other ways to differentiate the $20s and that often involves Strategic Product Enhancements from Scientific Games,” says Karla Wilkinson, Director of Gaming Products for the New Mexico Lottery. “We happened across international tickets printed with Dimension and were immediately captivated by the unique three-dimensional look. We knew we wanted to use Dimension, and we even knew that we wanted to be first in the U.S. to do so.” A $20 game was coming up, so the Lottery decided to enhance it with Dimension. The 3D Spheres pattern and combination of black and gold make the game look every bit as rich as the prizes. “We were drawn to the Spheres pattern – it was extraordinary. The depth and three-dimensional effect give an optical illusion that the pattern is actually coming out of the ticket,” shares Wilkinson. “We chose a solid title font, selected strong money-themed symbols for the play area, and left the rest of the ticket black – all to maximize the Dimension effect. The result was the $250,000 Riches game a truly striking and unique offering, providing something special for players and retailers.” Dimension Spheres pattern
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