Launched on March 31, 2014, the dazzling, gem-themed PlayBook® features six games for $20 in a one-of-a-kind booklet format—offering players a unique play experience that lets them try a number of different games at once. With more than 40 launches worldwide, the revenue-driving PlayBook® product has proven effective in attracting new players, and creating excitement among existing players. This product delivers incredible value, and has helped lotteries increase contributions for good causes—with first-time PlayBook® launches generating 56% higher-than-average sales compared to other games at the same price point.
While Pollard Banknote’s PlayBook® provides tremendous value for players, the use of custom-designed dispensers optimize sales by enhancing both the display and visibility of the product. Missouri Lottery retailers immediately recognized the benefits and sales potential of this combined offering—product and custom-dispenser—resulting in approximately 90% of retailers opting to carry the PlayBook® product.
“Our PlayBook® concept has consistently demonstrated results in achieving exceptional sales—particularly for first-time launches—and the Missouri Lottery’s Lucky 7s PlayBook is no exception,” said Jennifer Westbury, Executive Vice President, Sales & Customer Development, Pollard Banknote. “We are extremely pleased with, not only the enthusiasm shown by Missouri’s players in response to this unique and innovative game, but the excitement expressed by the Lottery’s retailers as well. This product creates added interest at retail that is effective in increasing traffic to stores, with one retailer noting that the Lucky 7s PlayBook helped its stores earn an additional $11,281 in Lottery margin in the month of April, versus the next closest ticket at $2,162!”
“Lucky 7s PlayBook has had a tremendously positive impact on overall Scratchers sales—contributing to weekly sales reaching a record-breaking $18.3 million—and we are pleased with the exceptional value this product offers to both our players and our retailers,” said May Scheve Reardon, Executive Director, Missouri Lottery. “This game is a testament to the cooperative and collaborative effort put forth by the Missouri Lottery and Pollard Banknote to create innovative products that appeal to a broad range of players and, as a result, increase contributions to education within the State of Missouri.”
The Missouri Lottery was created in 1985, and since 1994 has used its proceeds to help fund the State’s public education programs, including the A+ Scholarship Program, Virtual Schools, Special Education Excess Costs, construction of college and university buildings, library acquisitions, and educational scholarships. These programs and others that receive Lottery proceeds provide the resources that help Missouri students fulfill their individual dreams—dreams that define Missouri’s future and ultimately benefit all of Missouri residents. The total proceeds contributed to public education in fiscal year 2014 were more than $267 million.
About the Missouri Lottery (MOLottery.com)
In 1984, more than 70 percent of Missouri voters approved a lottery. Currently, the Lottery is the sixth-largest source of state income, and more than 95 cents of every dollar spent on the Lottery benefits Missouri. Since sales started in 1986, the Missouri Lottery has generated more than $4.8 billion for the state and public education. Lottery players have won more than $10 billion in prizes, and retailers have earned more than $1 billion in commissions. Each year, the Lottery generates more than $267 million for vital education programs, including A+ scholarships. When you play the Missouri Lottery, you Play It Forward!