The Michigan Lottery’s Frogger ticket encapsulates the brand equity of the classic Frogger video arcade game by KONAMI, and features an extended play format and whimsical ticket art that resonates with players. This game also gives holders of non-winning tickets a second chance to win by playing the Frogger Challenge interactive game on the Michigan Lottery’s Player’s Club website. Rather than a game of chance, like most instant ticket second chance contests, Frogger game skill is rewarded. The players with the three highest scores each week win a total of $175 worth of instant tickets. Emulating the arcade video game, the interactive version offers a leaderboard, allowing players to see where they rank among the top 50 scores, and instilling excitement and a competitive spirit. This interactive promotion continues until March 31, 2014.
“The Michigan Lottery selected this game for its broad appeal. We knew it would draw existing instant players, while attracting new players who fondly recall Frogger from their youth, as well as the 18 to 34 year-old demographic who are drawn to the interactive online game,” explained Tom Weber, Chief Deputy Commissioner, Michigan Lottery. “We were confident in the sales power of Frogger, and it has not let us down. An impressive 90% of the tickets were sold in just five weeks. In addition to its sales success, we are very excited about the player engagement this game has achieved, with over 88,000 interactive games played to date.”
“Exclusively offered by Pollard Banknote, Michigan Lottery’s Frogger is one of many recent Frogger instant ticket success stories, proving that Frogger has strong brand power in the North American market,” remarked Sina Aiello, Vice President, Marketing, Pollard Banknote. “With a leaderboard and prizing based on interactive game play, this game represents an interesting evolution of our Frogger interactive game. These unique characteristics add additional excitement for players who compete in order to jump to the top of the leaderboard and ultimately win fun prizes.”
Pollard Banknote and its predecessor companies have been the primary instant ticket supplier to the Michigan Lottery since 1986. The Michigan Lottery reported annual sales of $2.4 billion in fiscal year 2012, and generated over $778 million in net revenue for Michigan’s School Aid Fund, which supports public education programs throughout the State. Since 1972, the Lottery’s total contributions to schooling have grown to exceed $17 billion.