Page 22 - Public Gaming International September/October 2017

mid-April of 2018. In addition, as noted against each other to some extent. A little Whatever MUSL develops as a nation-wide
in our discussion about the Strategic Plan, more variety may be better. On the other marketing strategy must positively affect
“Powerball and Other Games” is one of the hand, if one game is high and the other one perception about the games, enhance the
four Strategic Pillars of the Plan. The objec- is not, jackpot-seeking players will play the reputation of the industry and have a posi-
tives developed by the working group and higher jackpot. When it gets hit, perhaps the tive impact on the sales of most if not all of
approved by the Board will establish what other JP will be higher soon; a “rotating JP” its members. That could consist of national
MUSL will do to drive Powerball future carousel. There is a lot of discussion about advertising and promotional deals as well
development and sales. the development of these games. There is as development of sharable concepts and
no consensus about the kind of results that materials. Member Lotteries will continue
Powerball and Mega Millions are two different better collaboration might provide, but to market the products in their jurisdictions
brands, two different games, which are owned we have several different opinions (imag- as they deem effective and appropriate. That
and managed by two different sets of lottery ine that!). The result that we all want is to might include MUSL-developed materials
directors. To what extent do MUSL/Powerball improve our product offerings to our players and concepts as well as their own.
directors and MegaMillions Consortium direc- and firm up the consistency and growth in
tors collaborate to optimize the synergy in the the profits for our good causes. As you know, the MUSL Marketing and
market-place and achieve optimal overall Promotions Committee developed, and the
performance of the two games? Coordinating a national brand-building, Powerball Game Group provided, promo-
messaging, advertising, promotions, etc. strat- tions offered by Members wishing to use
Rollo Redburn: egy would seem to have compelling potential to the promotion. Powerball has another
Communication is key. We must keep talk- increase sales. Unfortunately, it is also fraught one on the drawing board for the planned
ing and improve our collaboration over time. with formidable obstacles. Thirty-six differ- game change in 2018. All of these actions
Notice that “Industry Collaboration” is also ent lotteries have thirty-six different agendas, contribute towards improving MUSL’s skill
one of our Pillars. The goal of that working different statutes that proscribe how the games in finding / developing such promotional
group is to identify opportunities to improve can be marketed, different gaming cultures, opportunities and we plan to keep taking
in this area and suggest the things we need etc. all of which make it hard to develop a advantage of all the opportunities we can to
to do to take advantage of the opportunities. one-size-fits-all campaign. Is that the bottom enhance our game offerings and achieve our
line – states will continue to manage market- strategic initiatives. New ways to do this are
We have 47 independent lotteries operat- ing, advertising, and promotion which means being discussed.
ing in the US, Puerto Rico and the US MUSL will not likely be in a position to coor-
Virgin Islands. Thirty-six of those are dinate a nation-wide marketing strategy? Powerball is the flagship brand, but MUSL
MUSL members and the remaining 11 are operates other very successful games as well. Is
MegaMillions Consortium lotteries. The Rollo Redburn: there a focus on driving growth in your other
groups offer different multi-state games. You have provided a comprehensive assess- properties, and perhaps diversifying the game
They developed as separate games and ment of the situation, including some portfolio with new games?
controlling groups and operated indepen- accurate statements about state requirements.
dently for many years. But, they do not prevent MUSL from coor- Rollo Redburn:
dinating a nation-wide marketing strategy. The short answer is of course “yes”. For
Cross-sell, allowing lotteries in either group example, two significant upcoming game
to sell both games started in February of I confess I do not have all of the answers, changes include Hot Lotto going away
2010. Since then, product decisions are made but I do know that this is a possibility, and at the end of October, and a new Lotto *
with some consideration and informal input one we have had some success with in the America game will start up mid-November.
from the other group, but not as much as we past. We will keep discussing this until we But there is also an element of “we need to
need to do. My hope is that we can improve come up with something that works for the wait and see”. This is another area where we
that process. MUSL membership. The marketing geniuses have established a Strategic Pillar to address
that comprise some of the MUSL member- “Powerball and Other Games”. We will have
What are some of the hoped-for outcomes of ship and the brilliant minds working in the a working group dedicated to creating
collaborative decision-making when it comes individual lotteries, including Oklahoma’s strategic objectives to address this issue. We
to coordinating the actions of the two different lottery, have been giving this issue some will address possible enhancements to other
groups (i.e. PB and Mega) to optimize overall thought for years. An interesting comment existing games and look into the possibili-
performance of the two games? and one that also represents part of the ties for additional games, all as are deemed
hurdle that must be crossed is the one that appropriate by the Board and the participat-
Rollo Redburn: says “Whatever State A is doing to adver- ing lotteries in those games.
Effective collaboration might result in tise Powerball doesn’t matter in my state. To
future developments for those two huge reach our players, we need to advertise in our The outcome of lottery games is by definition
games providing a better market basket of state and advertise in a way that will move random. The fact that actions of the player
products that every lottery has the ability to our players and potential players to make a have zero influence on the outcome is a benefit
offer. Games that are too similar can work purchase.” in many ways, but it also limits the variety
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22 // PUBLIC GAMING INTERNATIONAL // SEPTEMBER /OCTOBER 2017