For example, there is certain affordability to a $1, $2 or $3 extended play games that play an essential role in the portfolio for entry-level and other player segments. Researching the extended play experience from the player’s perspective is an important long-term investment that lotteries can make across both retail and digital products to achieve significant growth opportunities. Innovating for Next Gen Players From bingo nights at community gatherings and lazy afternoons spent working the newspaper’s Sunday crossword, the two most popular extended playstyles came to scratchers in the 1990s. Although crossword games arrived five years after bingo, they’ve since surpassed bingo in popularity. “Everyone has deeply ingrained memories of growing up with bingo and crossword. And of course, everyone wants to win when they scratch a lottery instant game. But the more leisurely experience of extended play games provides a glimmer of that same memorable fun and entertainment,” says Hodges. For more complex extended play games, she advises adding a callout with clear how-to-play instructions in the game design. The North Carolina Education Lottery cleverly calls out that its $10 Cashword King game is “Puzzle Play” in the upper corner of the game to alert players to the extended experience. With the recent surge in demand for extended play game designs, the Scientific Games’ Dream Team has been busy developing all-new playstyle concepts and enhancing traditional games. For higher price point games, lotteries are adding special touches to the extended play experience with Strategic Product Enhancements to offer even more value. “We’ve had customers add enhancements like holographic, Platinum and Micromotion—a highly reactive foil finish that gives the illusion of movement,” explains Danielle Hodges, Senior Director, Global Product Development & Innovation. “We have a new way to produce extended play games with the holographics shining through the grid. So, players experience the holographic effect when they start to scratch.” Additionally, the company’s patented, premium marking system, Graphic ClearMark, offers limitless creative options for game design by integrating colors and graphics into the play area to enhance the play action. “With Graphic ClearMark, there is nothing comparable in the industry. The extended play scratch experience is much more leisurely as players take their time and savor the moment. Players enjoy the theme continued into the grid area, easy-toread images and intuitive new ways to win on their favorite games,” she says. And speaking of the scratch experience, Hodges shares that an exciting new marking system is launching soon. $11.5 Billion Retail Sales 44 U.S. Lotteries (reporting jurisdictions) 18.3% of U.S. Instant Game Retail Sales Graphic ClearMark A premium marking system offering clean, easy-to-read play symbols in extended play games. The system integrates colors and graphics into the play area, expanding game design possibilities and enhancing the play action.
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