The art of crossing casino slot brands with the lottery instants market

The art of crossing casino slot brands with the lottery instants market

Monday, July 25, 2016 Posted by Andy McCarron
Scientific Games says 74 percent of casino slot machine players also play lottery instant games

Discussions about multi-channel games regularly, and understandably, focus on the transference of land-based games translating into an online slot or even a mobile game.

This is the major multi-channel trend at the moment as operators try to extend their relationship with players beyond the confines of their gambling establishment by offering them familiar brands to play at home or on the move.

However global industry supplier Scientific Games has been approaching multi-channel from a different perspective. Given the wide range of markets it supplies, the company has recently seen some success translating games across different land-based sectors.

It has revealed that its Jackpot Party slot, which engages an audience both via slot machine and interactively, has gained a new following since makings it debut as a $5 instant game created for the New York Lottery in February.

The lottery instant game features a bonus game on the back of the ticket with five more chances to win cash prizes instantly. Players can scan a QR code on the ticket with their mobile phone to go directly to the Jackpot Party second-chance promotion on the New York Lottery Sweepstakes website. They can also download and play the exciting Jackpot Party mobile/social game from the site.

Gardner Gurney, Director of the New York Lottery, said, "We are always searchng for ways to work collectively with the video gaming facilities within New York and Jackpot Party has offered us this opportunity. As a game offered at some of the video gaming venues in New York, this game was perfect for crossing over to our lottery portfolio.

“Just as video gaming customers expect bonusing opportunities, the back of the Jackpot Party instant game offers lottery players similar bonus opportunities to win. New York players have been receptive to the instant game, we see Jackpot Party as a brand with omni-channel appeal."

Scientific Games has also achieved multi-channel success with its Gold Fish brand is also showing its cross-channel appeal after debuting on a $2 Ohio Lottery instant game in March. After eight weeks, the Gold Fish instant game performed better than all other $2 Ohio Lottery instant games offered in the last fiscal year.

The Ohio Lottery's Gold Fish instant game connects the lottery retail experience to a highly-engaging, interactive second-chance game with social sharing components. Dennis Berg, Director of the Ohio Lottery, said: "The Gold Fish brand is a popular VLT game in our Ohio racinos, so it was a natural cross-over to a lottery instant game.”

Michael Lightman, senior vice president at Lottery Interactive at Scientific Games, said: "This is really the beginning of some fantastic cross-over brand innovation developed by Scientific Games since the integration of Bally and WMS content following our mergers.

“Our player motivation-based segmentation study across lottery and gaming consumers in Europe and the U.S. showed us that 74 percent of casino slot machine players also play lottery instant games. Incorporating our popular casino brands into lottery products introduces lottery to other gaming enthusiasts while the innovative game attributes designed into these new games will help deepen engagement with existing players."

Totally Gaming Says: The power of cross-selling gaming brands is one that operators have been trying to harness since the concept of cross selling emerged. Scientific Games’ position as a multi-channel, multi-sector supplier gives the firm greater visibility on what each market finds interesting and places it in an envious position to provide its brands to customers no matter how they like to gamble.

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