Pollard Banknote’s PlayBook® brings multiple games together in a unique booklet format, enabling players to try a number of different games at once. Games included in the PlayBook® may incorporate a single theme, such as a booklet of crossword tickets, or may be designed to include several different play styles around broader concepts such as Las Vegas, for example. With Pollard Banknote’s PlayBook®, lottery players can enjoy a wide collection of play experiences and a number of different, yet simple play format games in a new, exciting way.
In May 2011, Pollard Banknote conducted an online survey in Maryland to test a number of game concepts. Among the four $20 games assessed, Lucky 7s Game Book was by far the study’s highest ranked game. “The Lucky 7s Game Book product launched on September 4, 2012, and there has been a very positive response here in Maryland,” said Michael Hofferbert, Director of Product Development for the Maryland Lottery. “The Game Book is performing nearly 50% above average when considering all $20 games we’ve launched since 2008. We attribute much of the success to the prelaunch rollout strategy implemented by our sales team in which dispensers, custom dispenser inserts, and sample booklets allowing players to interact with the product were installed throughout approximately 60% of the retail network. Additionally, the product has been positioned as an extension of our $20 games by emphasizing a value purchase of six $5 games. A recent poll indicates that 45% of players find this value offering the most attractive feature of our Lucky 7s Game Book.” Other recent PlayBook® launches by the Ohio Lottery, Minnesota Lottery, Wisconsin Lottery, and the Western Canada Lottery Corporation echo the player excitement seen in Maryland.
In total, over $400 million in retail sales have been generated by Pollard Banknote’s patented PlayBook® since its first launch in 2007. To date, more than 10 lotteries around the world have launched over 30 patented PlayBook® games. The added play value of Pollard Banknote’s PlayBook® has helped these lotteries increase contributions for good causes by generating significantly higher-than-average sales compared to other games at the same price point.