Public Gaming Magazine May/June 2016

May/June 2016 // PUBLIC GAMING INTERNATIONAL //

offers a wide range of loyalty and bonusing solutions to nine

U.S. lotteries, and is the only full-service loyalty rewards

provider in the industry.

Scientific Games can design and manage all aspects of an

interactive program including web development, hosting,

business intelligence, prize sourcing and fulfillment,

customer service and drawing services. The company’s

Digital Content Studio also specializes in second-chance

promotions, which allow regular non-winning tickets to be

played again for more opportunities to win prizes.

Additionally, the studio creates and manages targeted loyalty

and bonusing promotions with virtual prizes and additional

drawing entries, as well as advanced loyalty and bonusing

programs that provide gamified extra chances to win real and

virtual prizes, or instant cash, each offering achievements or

qualified criteria for bonus opportunities to win more.

Five weeks into the Ohio Lottery’s Gold Fish

promotion, 19,770 unique

players had entered 114,463 tickets.

Advanced second-chance bonusing, like the new

Gold Fish™

game the Digital Content Studio at Scientific Games recently

created for the Ohio Lottery, connects a branded instant game

purchased at retail with a highly-involved casual social game that

provides players chances to play online to win cash prizes and

drawing entries. Players earn virtual coins and fish food,

advancing to new levels in the game as a reward for keeping their

virtual pet gold fish and aquarium healthy.

Five weeks into the promotion, 19,770 unique players had

entered 114,463 tickets. More than 504,500 in-game purchases

Loyalty/Bonusing

Scientific Games is the first provider of full-service loyalty

rewards programs to the U.S. lottery industry, starting with the

launch of

Loyalty Plus™

, with the Arkansas Scholarship Lottery

in 2009.

Loyalty Plus

has grown to more than 1.6 million

members. Today, more than 33 percent of the Lottery’s sales

are from registered players—club members who

subsequently scan their tickets in return for the chance of a

bonus win.

Continuing to lead with interactive innovation, in 2014

Scientific Games provided the New Mexico Lottery with a

targeted loyalty promotion called

Points and Rewards

, which

offered players a chance to win cash or points to shop in an

online store. The mobile app allows players to scan

non-winning tickets for entry into the promotion. Scientific

Games also conducts the monthly drawings and provides

customer service support for players.

The results? New Mexico’s $1, $2, and $3 lottery instant game

sales experienced year-over-year increases during the

promotion, which was so successful the lottery extended it

another year. As of May 2016, players had entered more than

one million tickets into the promotion and installed the

supporting mobile app on over 10,200 devices. Scientific

Games and the New Mexico Lottery are currently working to

introduce new features to keep the promotion fresh and allow

for expanded marketing tools.

The company’s lottery mobile apps leverage smartphone

technology to provide players with an easy, convenient way to

participate in loyalty rewards. The app’s ticket scanning feature

allows them to scan instant and draw games purchased at

retail, and accumulate points. Players then redeem their points

for merchandise in Scientific Games’ exclusive online store –

the only store of its kind in the lottery industry. Players can also

scan instant and draw games to determine if they are

winners—adding to the convenience factor.

Second-Chance Promotions

Second-chance promotions have long offered the

opportunity for lotteries to deepen their connection with

players. In the early 2000s, Scientific Games pioneered the use

of interactive second-chance promotions and promotional

games, followed by unrestricted for-fun games, to help

lotteries engage with their players and to connect the players’

retail experience to digital engagement. From its successful

foundation in second-chance promotions, the company now