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US – Jackpot Party and Gold Fish proving multi-channel appeal

By - 20 July 2016

Two of Scientific Games’ most popular casino games brands are proving their multi-channel appeal since debuting as lottery games earlier this year.

Jackpot Party, a Scientific Games brand featured in slots and interactive gaming products, debuted as a lottery game on a $5 instant game created for the New York Lottery in February. The new Jackpot Party instant game has established a strong following with New York players. The company’s multi-channel 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.

With a top prize of $500,000 to $1m, the all-new New York Lottery Jackpot Party instant game offers players unique entertainment experiences across the lottery, interactive and casino game experiences. 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. To participate in the promotion, players enter codes from their non-winning Jackpot Party instant games for a chance to win a Grand Prize VIP trip to New York City for an exclusive Jackpot Party event where they can win up to $25,000 cash. Other prizes include Jackpot Party instant game prize packs, New York Lottery gift cards, and Jackpot Party free-play vouchers redeemable at New York racinos.
The company’s multi-channel Gold Fish brand is also showing its cross-channel appeal. After eight weeks, the Gold Fish instant game performed better than all other $2 Ohio Lottery instant games offered in the last fiscal year.

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.”

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. Players enter non-winning tickets online for the chance to win $20,000 prizes. The interactive game takes players on an under-the-sea adventure with the opportunity to win instant cash prizes of $25 and $50, as well as virtual coins, fish food, gear and decor. Players advance through various levels of challenges and achievements in the animated game by “feeding” their virtual pet gold fish and creating a healthy undersea environment. Social log-in and leaderboards allow players to compete and post their scores and wins, deepening the game experience.

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. The Gold Fish instant game is performing well in our $2 game category.”

Michael Lightman, Senior Vice President, 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 US showed us that 74 per cent 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.”

The company provides games, technology and services to more than 1,500 lottery and casino customers globally.

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