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// PUBLIC GAMING INTERNATIONAL // September/October 2016
and before all of these other mitigating factors and debates about
what constitutes gambling, or lottery. It states that a “lottery” is
any game of chance, regardless of the amount of chance or skill is
involved. If there is even a small element of chance involved in the
game, it is a “lottery.” This definition eliminates debate by putting
the decisions of how to regulate and tax squarely in the hands of
legislators instead of the courts. This is a model that works very well
for us in Canada. You should try it sometime!
Gordon Medenica:
James—how do you think the introduction
of skill-based casino games will impact the broader world of gaming?
James Maida:
It is moving into the Peer-to-Peer multi-player
format. If it is just two players, then the outcome will always be,
or almost always be, that the higher-skill player wins. That kind of
predictability is not a good platform for engaging a mass audience.
Multi-player formats create a more dynamic environment, a wider
variety of factors that can influence the outcome, and therefore a
better chance for a player base with varying skill levels to compete
with a hope of winning. Perhaps ironically, it is the increased ele-
ment of chance that is key to enabling a broader audience of players
to engage in skill-based gaming.
We know Millennials have been raised on Peer-to-Peer player
games and they love that format. It provides the social gaming com-
ponent that makes the games more fun to play.
Gordon Medenica:
Lots for us to think about. Clearly, Lottery
will need to understand how the whole environment of gaming is
changing, how regulatory frameworks are changing to accommodate
these new game formats and channels of distribution, and what we
need to do to continue to engage our audience of lottery players.
■
Panel Discussion
ing our understanding of the activity and
behavior of commuters to help minimize
the impact of these threats.
I think we all make our own party.
We work hard to make it fun for every-
one because that is what this business is
all about. More fun for the players adds
up to increased sales and revenue. In the
midst of an election cycle that has elec-
trified the nation, we are capitalizing on
that excitement with our $5 You Decide
ticket. Now, in its second print run, this
ticket is a hot seller and easily among the
top five all-time scratch ticket performers
at the $5 price point. We’re playing up on
the ‘2016’ concept big time. The Second
Chance contest has a coffer of $201,600
in cash prizes. The fate of that cash pay-
out is in the hands of the players as they
decide whether one winner takes all or if
the prize money is shared among a selec-
tion of winners. At this time, it’s a winner
take all game. And, here’s the November
surprise—the second chance contest win-
ner will be announced the day after the
presidential election.
And, nobody knows DC like the DC
Lottery. Another top performer in this year’s
scratcher portfolio is the $5 Chuck Brown
ticket, named for DC legend and music
pioneer Chuck Brown, the Godfather of
Go-Go. Strategically, we like to embrace lo-
cal culture and interests whenever possible.
You are a big fan of licensed properties, at-
taching a pop culture brand to the Instant
ticket. It’s worth the small percentage you pay
for the license?
T. Cohen:
Definitely and always with-
in reason. There are different schools of
thought. Some people think that the cost
of the license can replace the cost of extra
promotion—that the licensed brand at-
tracts consumer attention so you do not
need to promote it as much. I’m of the
school that thinks if you’re going to pay for
a brand license then it makes sense to in-
vest in promoting it aggressively as well. I
believe that the benefit of availing licensed
brands is that it helps create demand not
only for that specific product but also en-
ergizes sales across the entire product port-
folio. We have a formula that works for us.
Why fix it?
You share a media market with Virginia and
Maryland. Have you explored the possibility of
collaboration on a new tri-jurisdictional game,
or perhaps a promotion for the games that you
all sell, like Powerball and Mega Millions?
T. Cohen:
The Washington Metropoli-
tan Area is one of the most expensive mar-
keting areas in the nation. I believe we’re
second only to New York. Sure, many
hands make light work, right. So, we’re
looking into possible partnerships with
our neighbors across the District lines for
a new multi-state game for our region.
And I hope something interesting results
from those discussions. I definitely think
it would be mutually beneficial for us to
collaborate on a game and/or a promotion.
Games like Fantasy Sports and Pokémon Go
are capturing the imagination of the consum-
er. Is there anything we can learn about con-
sumer game-playing preferences by studying
what makes popular games appealing?
T. Cohen:
Always. Our marketing direc-
tor relentlessly scouts player trends and the
latest innovations in leisure and entertain-
ment. He’s determined to bring whatever
is exciting the zeitgeist to the DC Lottery.
I won’t give all our secrets away, but yes
there’s pretty interesting technology out
there and we want to be among the first—
if not the first—to introduce those innova-
tions to the industry.
The DC Lottery is in its 35th year of
bringing the fun and excitement of lottery
games to players in the District of Colum-
bia. We’ve been tested for sure. A world-
class lottery, we’ve come through the other
side a stronger agency with the vigor and
vision to take on the next 35 and more!
■
Tracey Cohen Interview
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