Pollard Banknote was named primary instant ticket supplier to the Vermont Lottery in July 2014. This partnership has already proven successful, with FY 2015 sales up an impressive 12.4% over FY 2014. In addition, the Lottery has moved up five positions in U.S. per capita sales since the initial contract began, and is fast approaching the top ten with its current rank of number twelve in the U.S. This success is due in part to Pollard Banknote assisting the Lottery with prize structure improvements and play enhancements, as well as the launch of a new second chance website and exciting licensed brands like the $5 Frogger ticket. A successful mix of game offerings has also contributed to the increase in overall instant ticket sales, including $3 Cashword!, $5 Big Bills, and $5 20x Lucky.
Over the course of the contract, Pollard Banknote will continue to offer the Lottery strategic product and marketing recommendations, including the introduction of new games and price points. For example, the Lottery will leverage the success of Frogger by launching another classic arcade game brand, Tetris®, in the fall of 2016. Furthermore, to mark the introduction of Cashword at the $5 price point, the Lottery launched a WebPlay® Cashword app alongside the new ticket that was released in March 2016. The WebPlay® Cashword app extends the life of the instant ticket by allowing players to continue to play the Cashword game online for prizes or for fun. Pollard Banknote developed the play mechanics and layout of the app based on the expertise we have gained from our experience launching successful apps for several other lotteries throughout the U.S.
Greg Smith, Executive Director, Vermont Lottery, said, “Through our partnership with Pollard Banknote, the Lottery has successfully introduced many new games at various price points, as well as the exciting new second chance website that launched in October 2015, and has already enhanced player engagement. We are pleased that the extension to our existing contract will allow us to continue leveraging Pollard Banknote’s industry-leading product innovations and strategic recommendations.”
“Our newly established relationship with the Vermont Lottery has delivered immediate results due to a mutual focus on growing sales through innovation, research, analysis, and implementation of winning strategies,” said Byron Peterson, Director, Sales & Marketing, Pollard Banknote. “The Lottery is open to exploring new products and ideas in the industry, which allows them to introduce innovative offerings such as WebPlay® in order to maximize instant ticket revenue. We are excited to build on this partnership throughout the extended contract term, offering a full range of products and services that will ultimately provide proceeds for The Vermont Education Fund.”
Since the sale of its first ticket in February of 1978, the Vermont Lottery has produced over $1.6 billion in overall sales. From those sales, over $1 billion has been returned to players in the form of prizes. Over $91 million has gone back into the local communities as payment to local agents in the form of commissions. Since 1999, over $430 million has gone to the State of Vermont Education Fund. For more information about the Lottery, please visit www.vtlottery.com.