Page 74 - Public Gaming International September/October 2017

Instant Ticket

Lottery Machines:

A WIN FOR

MARYLAND VETERANS

he Maryland Lottery and Diamond Game has identified Veteran
Gaming Control Agency is one organizations as an untapped market
of five North American markets for lotteries. These posts want to appeal
Twhere Diamond Game’s product to active members and attract new
is deployed and it’s a market that only
offers the product in Veterans’ orga- members by creating an environment
nizations across the state. The Instant that offers a variety of activities and
Ticket Lottery Machine (“ITLM”) outlets for fun and entertainment.
program was launched in August 2014 Diamond Game’s ITLMs have proven
as part of a 5-year contract. to be the perfect product to deliver
entertainment and important revenue
On August 9, 2017 the Veterans’ to the posts.
organizations participating in the
program reached a major milestone,
profiting $10,000,000 from ITLM The ITLM program was created specif-
play proceeds. ically to generate revenue that supports
the Veterans’ organizations. When the
“We are proud that our product program began, nearly 30 American
provides entertainment, and important Legion posts were already licensed
funding to veterans in Maryland. It is Lottery retailers and had limited offer-
highly gratifying to be a part of gener-
ating over $10,000,000 to almost 80 ings of lottery games. Most of these
locations and their important causes,” posts added the ITLMs and once
stated Bill Breslo, VP of Sales & favorable player reaction was received
Marketing at Diamond Game. they began asking about adding other
lottery products like keno. The ITLMs
Veterans’ organizations do a great deal have proven to be a complemen-
to serve their members and other veter- tary product to keno. Retailers that
ans who have done so much to serve already had keno when they installed
our country. The feeling of camarade-
rie and shared experiences is important the ITLMs have experienced a 13%
to veterans, and the posts fill that increase in keno sales.
need. But many posts are struggling
financially and are striving to add The program in Maryland has been
more ‘value’ in the form of entertain- tremendously successful in achiev-
ment and recreation to create a more ing its objective of supporting the
dynamic and fun environment, partic- Veterans’ organizations and Diamond
ularly for younger veterans. That’s Game is proud of its role in
where Lottery comes into the picture. achieving that objective. n

74 // PUBLIC GAMING INTERNATIONAL // SEPTEMBER /OCTOBER 2017