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// PUBLIC GAMING INTERNATIONAL // July/August 2016
to assessing the pros and cons to
solutions involving API’s, managing
jackpots, developing Mobile apps,
building the brand, and other topics
that we address. Gardner Gurney re-
ceived the Major Peter J O’Connell
Lottery Industry Lifetime Achieve-
ment Award in 2015.
Paul Jason, PGRI:
The New York Lot-
tery has had some clever themes. A few years
ago, it was “Yeah, that kind of rich,” and
“You need to be in it, to win it.” This year,
the theme is “Hey, you never know.” Is there
any one of these that struck you as particu-
larly resonant with your audience?
Gardner Gurney:
It is less about hav-
ing a clever slogan than having every
part of our messaging work together in
a mutually reinforcing, organic way. We
change the advertising theme based upon
the overarching marketing and brand
management strategies we are developing.
We have been working on new brand
development strategies for the past year
with McCann World Group, our new
ad’ agency. We are now implementing a
more integrated brand building approach
to augment the product specific promo-
tions. We’re clarifying who we are, who
we want to be, and what we can offer to
consumers that other CPG’s (consumer
package goods) cannot. Think about our
“Hey, you never know” and compare that
with “Yeah, that kind of rich.” They are
quite different. “Hey, you never know”
is a softer-sell, more like an invitation to
play. “Yeah, that kind of rich” is a more
conventional appeal to the desire to win
a jackpot, to get rich. Our new theme is
more about helping the consumer to feel
good about playing than tapping into the
desire to be rich. The Lottery is a play-
ful brand. This approach also aligns with
our longer term goal of sustainability and
responsible gaming.
“Hey, you never know” is also in tune
with a more contemporary messaging
concept of trying to connect with today’s
consumer, and especially a younger audi-
ence, which resists and may even discon-
nect from the harder sell approach. It’s
more about connecting with a positive
The New York Lottery has launched an innovative, first-of-its-kind 3-dimen-
sional instant game that brings players into the next dimension. Gold Castle com-
bines the excitement of dragons, castles and fantasy on a new instant game with
revolutionary augmented reality (AR) via a new mobile app—all with the chance
to win a $250,000 top prize. The game underscores the New York Lottery’s goal to
provide innovative entertainment for its players with state-of-the-art technology.
“The New York Lottery is proud to offer the first-ever scratch-off that brings AR to
life in game play,”
said Gardner Gurney, Director of the Division of Lottery for the
New York State Gaming Commission.
“Gold Castle changes the narrative in how
instant games are played, bringing players into a new world with an exciting way to
win up to $250,000.”
To bring the Gold Castle game to life, players simply need to download the
free NY Lottery 3D mobile app and then scratch to reveal the special barcode
on their $5 ticket, available for purchase at more than 14,500 retailers across the
state. Scanning the barcode will launch a 3D rendering of a medieval castle on
the player’s smartphone (complete with a looming dragon nearby). Players then
tap the castle windows to reveal any cash prizes and earn points. With chances to
win between $5 and $250,000, players can share news of their winnings on social
networks directly through the app.
Players may also play Gold Castle as a traditional scratch-off on the bottom half
of the ticket. The end result is the same regardless of whether or not the individual
plays the game in 3D or in the traditional scratch-off way.
Players collect winnings by presenting the ticket to a New York Lottery retail-
er or customer service center. The new NY Lottery 3D app is available through
Google Play for Android devices and the App Store for Apple devices.
For more information, please visit
NYLottery3D.comor follow @newyorklot-
tery and@goldcastle3D on Twitter and New York Lottery and Gold Castle 3D on
Facebook. This innovative 3D technology is licensed to the NY Lottery exclusively
through IGT Global Solutions and powered by Paymaxs.
■
NEW YORK LOTTERY ENTERS
NEW DIMENSION WITH FIRST-OF-ITS-KIND
3D SCRATCH-OFF GAME
The Gold Castle instant game allows New York Lottery
players to experience augmented reality in an entirely
new & exciting way—via mobile app to play scratch-off
games growth in FY 2016!