The Lottery’s success can be attributed to a number of factors, including leveraging Pollard Banknote’s sales-driving portfolio of instant ticket product innovations and growing its range of technology-enabled products that extend the life of traditional instant tickets. In February 2014, the Lottery introduced its $30 instant ticket price point with the launch of $2,000,000 CA$H—a ticket that featured the sparkle and shine of Pollard Banknote’s patented Scratch FX®. Offering premium instant games at a higher price point proved to be a valuable strategy for the Michigan Lottery, as $30 instant ticket sales accounted for more than 9% of total instant sales in FY 2014. Furthermore, Diamond 7’s, another Scratch FX® product, and $500,000 Cashword—a Pollard Banknote Play Around™ Fold-Over game—were the two highest-selling $10 games in FY 2014, and helped to increase sales of the $10 price point by 33% over the previous year.
“As a valued client for almost three decades now, the Michigan Lottery has consistently demonstrated its dedication to offering players the most cutting-edge instant tickets in the industry—a commitment that has resulted in incredible incremental sales growth that ultimately benefits education in the State of Michigan” says Jennifer Westbury, Executive Vice President, Sales & Customer Development, Pollard Banknote. “Innovative products, like Scratch FX® and Play Around™ Fold-Over games, provide maximum impact at retail, while the addition of interactive elements, like Pollard Banknote’s WebPlay® products that have proven very successful in Michigan, keep traditional instant games fresh and appealing to a younger demographic. Even as the Lottery expands into digital sales channels with the launch of its iLottery platform, provided by NeoPollard Interactive; a Pollard Banknote and NeoGames company, sales of instant products at retail have continued to grow, supporting the fact that digital sales channels support traditional sales channels.”
Pollard Banknote and its predecessor companies have been the primary instant ticket supplier to the Michigan Lottery since 1986. The Lottery’s mission is to maximize net revenues to supplement state education programs with the highest integrity. The Michigan Lottery reported annual sales close to $2.6 billion in fiscal 2014, and generated over $736 million in net revenue for the state’s School Aid Fund, which supports public education programs throughout the state. Since its inception in 1972, the Michigan Lottery’s total contributions to schooling have grown to exceed $18 billion.