The “socially played” terminal games category is heavily reliant on in-store purchases, as well as in the unique “stay and play” atmosphere available at bars and restaurants. These purchase destinations are two areas that have been greatly affected by COVID-19. In addition, the availability of online grocery shopping and home delivery services, impacted purchases made from in-store traffic. How can we keep our loyal players engaged? And an even more crucial question during this time: How can we attract new players?
The biggest insight derived from consumer sentiment over the last couple of years, is that people are looking for new entertainment outlets and at a value. The Kentucky Lottery’s product portfolio solves both of these issues with a variety of games and price points.
Our strategy was to communicate how easy two of these games, Keno and Fast Play and are to play for just a few bucks. Most importantly, it’s how these games create a few minutes of entertainment in your day, with the possibility of winning various cash prize amounts every time you play.
This spot drives home the fact that this game can truly be played anywhere – in-store, at a bar or restaurant, on your computer, and even on your phone. We also use language, such as, “You Got This,” and “37 ways to win up to $100,000” that appeals to the Gambler Archetype.
Fast Play is a unique category of games that feature instant win cash prizes and the opportunity to win a percentage of the rolling jackpot, which grows with every ticket sold. These games are often described as ‘a Scratch-off ticket that’s already been scratched.’ This category of games taps into the player’s immediate gratification knowing that they are able to instantly know if they’ve won.