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// PUBLIC GAMING INTERNATIONAL // July/August 2016

The Florida Lottery and IGT: Expanding Its

Brand and Portfolio with Wheel of Fortune

As one of the most progressive lotteries in the U.S., the Florida Lottery

proactively adopts the latest techniques and content to grow revenue.

The result of this attentiveness is a 79% increase in instant game

sales since 2010. Much of this impressive growth has been fueled by

designing a portfolio of games that appeal not only to the Lottery’s

core players, but to new players as well.

The Lottery recognized that opportunity in IGT’s Wheel of Fortune,

a well-established, highly equitable brand that “crosses the bridge”

between money-theme and niche. The Lottery was confident this game

would increase exposure for its mission of funding education through a

statewide local media integration that promote the Lottery’s brand and

its contributions. Wheel of Fortune offered the perfect opportunity to

incorporate IGT’s Six Pillars of Success strategy of continuous planning,

monitoring, and adjusting to evolving market needs.

IGT believes that a deep understanding of players, a balanced

approach to game portfolio planning, and leveraging tools and

technology across the value chain are critical to sustainable revenue

growth. From insights to innovation, IGT has identified six fundamental

factors that drive lottery revenue.

When lotteries holistically leverage each of the Six Pillars of Success, as

Florida does, synergies develop and growth accelerates. An integrated

approach to strategic planning maximizes each stage of the supply

chain that will produce responsible growth and sustainable profitability.

The Florida Lottery launched

IGT’s Wheel of Fortune

instant game on April 6, 2016,

leveraging the strength of the

iconic game-show brand. In

keeping with the Lottery’s desire to appeal to all

market segments, the Wheel of Fortune brand is

synonymous with fun, entertainment, winning, and

money – and enjoys nearly 100% brand recognition

while popular among all age groups. The instant

game was launched at a $5 price point, overall odds of 1:4.04, a prize

payout of 70.5%, and a $250,000 top prize.

The Florida Lottery unveiled

the Wheel of Fortune instant

game with true Hollywood

excitement by hosting a

Wheel of Fortune launch

event with a guest appearance by

Vanna White. Thousands of fans lined

up to meet Vanna and be the first to buy the $5 Wheel

of Fortune games before they officially went on sale to the public.

Subsequently, the game was also supported with a comprehensive

media program that aired during the Wheel of Fortune TV show

throughout the state of Florida. The program included show opening

and closing segments filmed especially for the Florida Lottery by

Pat Sajak and Vanna White, a graphic of the ticket and the Florida

Lottery logo that ran during the show’s content, and commercials and

promotional spots highlighting the Florida Lottery’s contributions to

education. In all, the turnkey program provided nine minutes of Florida

Lottery exposure throughout the week broadcast exclusively to Florida

media markets.

The popularity of theWheel of Fortune brand helped propel

the game at retail. The Lottery achieved 95% penetration in

48 hours at 13,000 of its retail locations. IGT also supported

the game with turnkey point-of-sale materials to create

additional in-store excitement and visibility.

The Wheel of Fortune game

enjoyed full digital support with

banners, website content, and

a second-chance program that

included a dedicated website with

Play-for-Fun games. The highly successful

second-chance program garnered more than

12,000 unique entrants each week totaling more

than 400,000 entries to date. More than 50,000

Play-for-Fun games were played in first three weeks after launch.

Florida Lottery Results

IGT’s Wheel of Fortune instant game and Six Pillars of Success

strategy has been highly effective for the Florida Lottery. The

game experienced the

highest weekly sales by any

$5 game in the Lottery’s

history, with more than $6.1

million in sales during its

first week and more than

$7 million in weekly sales

over the next two weeks. After the launch of Wheel of Fortune, $5

games outperformed the Lottery’s $25 games. By the end of its first

six weeks, the game had earned $39.1 million in sales, generating $7.8M

in profits to education. After just 12 weeks in the market, it achieved

$58.6M in sales, and 99% of the game had been sold. Brisk sales,

continued demand, and good planning on the Lottery’s part resulted

in a re-order, ensuring no lapse in sales.

This is the third in a series of real-world stories of how our Six Pillars

of Instant Success approach has assisted lotteries with attracting new

players and improving bottom line profits. To learn more about our Six

Pillars approach, visit us at

www.IGT.com/sixpillars.

Week Standard Index Sell Through

3

168

35%

6

163

65%

12

153

99%

PORTFOLIO INDIVIDUAL

GAMES

CONSUMER

PROMOTION

RETAIL

INTERACTIVE

The Florida Lottery and IGT: Expanding Its

Brand and Portfolio with Wheel of Fortune

As one of the most progressive lotteries in the U.S., the Florida Lottery

proactively adopts the latest techniques and content to grow revenue.

The result of this attentiveness is a 79% increase in instant game

sales since 2010. Much of this impressive growth has been fueled by

esi ning a ortfolio of games that appeal not only to the Lottery’s

core players, but to new players as well.

The Lottery recognized that opportunity in IGT’s Wheel of Fortune,

a well-established, highly equitable brand that “crosses the bridge”

between money-theme and niche. The Lottery was confident this game

would increase exposure for its mission of funding education through a

statewide local media integration that promote the Lottery’s brand and

its contributions. Wheel of Fortune offered the perfect opportunity to

incorporate IGT’s Six Pillars of Success strategy of continuous planning,

monitoring, and adjusting to evolving market needs.

IGT believes that a deep understanding of players, a balanced

approach to game portfolio plann ng, and levera ing tools and

technology across the value chain are critical to sustainable revenue

g owth. From insights to innovation, IGT has identified six fundamental

factors that drive lottery revenue.

When lotteries holistically leverage each of the Six Pillars of Success, as

Florida does, synergies develop and growth accelerates. An integrated

approach to strategic planning maximizes each stage of the supply

chain that will produce responsible growth and sustainable profitability.

The Florida Lottery launched

IGT’s Wheel of Fortune

instant game on April 6, 2016,

leveraging the strength of the

iconic game-show brand. In

keeping with the Lottery’s desire to appeal to all

market segments, the Wheel of Fortune brand is

synonymous with fun, entertainment, winning, and

money – and enjoys nearly 100% brand recognition

while popular among all age groups. The instant

game was launched at a $5 price point, overall odds of 1:4.04, a prize

payout of 70.5%, and a $250,000 top prize.

The Florida Lottery unveiled

the Wheel of Fortune instant

game with true Hollywood

excitement by hosting a

Wheel of Fortune launch

event with a guest appearance by

Vanna White. Thousands of fans lined

up to meet Vanna and be the first to buy the $5 Wheel

of Fortune games before they officially went on sale to the public.

Subsequently, the game was also supported with comprehensiv

media program that aired during the Wheel of Fortune TV show

throughout the state of Florida. The program included show opening

and closing segments filmed especially for the Florida Lottery by

Pat Sajak and Vanna White, a graphic of the ticket and the Florida

Lottery logo that ran during the show’s content, and commercials and

promotional spots highlighting the Florida Lottery’s contributions to

education. In all, the turnkey program provided nine minutes of Florida

Lottery exposure throughout the week broadcast exclusively to Florida

media markets.

ThepopularityoftheWheelofFortunebrandhelpedpropel

the game at retail. The Lottery achieved 95% penetration in

48 hours at 13,000 of its retail locations. IGT also supported

the game with turnkey point-of-sale materials to create

additional in-store excitement and visibility.

The Wheel of Fortune game

enjoyed full digital support with

banners, website content, and

a second-chance program that

included a dedicated website with

Play-for-Fun games. The highly successful

second-chance program garnered more than

12,000 unique entrants each week totaling more

than 400,000 entries to date. More than 50,000

Play-for-Fun games were played in first three weeks after launch.

Florida Lottery Results

IGT’s Wheel of Fortune instant game and Six Pillars of Success

strategy has been highly effective for the Florida Lottery. The

game experienced the

highest weekly sales by any

$5 game in the Lottery’s

history, with more than $6.1

million in sales during its

first week and more than

$7 million in weekly sales

over the next two weeks. After the launch of Wheel of Fortune, $5

games outperformed the Lottery’s $25 games. By the end of its first

six weeks, the game had earned $39.1 million in sales, generating $7.8M

in profits to education. After just 12 weeks in the market, it achieved

$58.6M in sal s, and 99% of the game had been sold. Brisk sales,

continued demand, and good planning on the Lottery’s part resulted

in a re-order, ensuring no lapse in sales.

This is the third in a series of real-world stories of how our Six Pillars

of Instant Success approach has assisted lotteries with attracting new

players and improving bottom line profits. To learn more about our Six

Pillars ap

proach, visit us at www.IGT.com/s ixpillars.

Week Standard Index Sell Through

3

168

35%

6

163

65%

12

153

99%

PORTFOLIO INDIVIDUAL

GAMES

CONSUMER

PROMOTION

RETAIL

INTERACTIVE