New York Lottery launches first minute to win it instant game with multiple promotions

New York Lottery launches first minute to win it instant game

with multiple promotions



Alpharetta, GA ‒ March 7, 2011 ‒ On February 1, the New York Lottery launched a Minute to Win It™ instant game — the first since the license for instant lottery games based on the hit NBC competition show was made available from NBCUniversal Television Consumer Products Group to MDI Entertainment, LLC., a subsidiary of Scientific Games Corporation (NASDAQ:SGMS). Joy Tashjian Marketing Group is the licensing agency for NBC TV programming, and brokered the deal.

New York's Minute to Win It game is a $5 scratch-off game featuring cash prizes of up to $1 million. Players can enter non-winning tickets in the Minute to Win It Sweepstakes on the Lottery's 2nd Chance Web Site for a chance to play the Minute to Win It "Punch Your Lights Out" 2nd Chance Promotional Game. This online game, which is an adaptation of the show's own game, gives players 60 seconds to launch virtual balls at a panel of nine "lights" in an attempt to knock out the lights. After the game ends, the player is entered into one of several drawings. Grand Prize Drawings will award five people a trip for two to Hollywood to watch a taping of Minute to Win It (subject to the availability of show taping dates). Other drawings will award 275 winners a variety of Minute to Win It merchandise or scratch-off game tickets. To visit the 2nd Chance Web Site and read more about the sweepstakes, go to and click the Minute to Win It Sweepstakes box.

To promote the sale of the instant game, the New York Lottery is hosting a "Challenge Tour," during which they take a traveling Minute to Win It set to various locations throughout the state and invite players to present non-winning scratch-off game tickets to participate in challenges like those seen on the Minute to Win It television show. Those completing the challenges win new scratch-off game tickets, while others are given Minute to Win It merchandise. Scratch-off game tickets also are being given away as on-air prizes from local television and radio stations.

"The New York Lottery is doing a phenomenal job of promoting the Minute to Win It game and getting people excited about it," said Steve Saferin, President, Properties Group and Chief Creative Officer for Scientific Games. "With the incredible popularity of the show, viewership numbers that continue to climb and its fun 'do try this at home' challenges, we feel very strongly that this is an excellent brand for lotteries, and New York is doing everything right to help ensure its success with the game."

"We're thrilled about the New York Lottery's partnership and support of our new Minute to Win It game. The magnitude of the multimedia ad campaign supporting the new instant game, sweepstakes and 'Challenge Tour' is a testament to the excitement and popularity Minute to Win It has created," said Drew Rowley, Global Director, NBCUniversal Television Consumer Products Group. "With all the engaging, widespread promotional efforts underway, the Minute to Win It instant game will surely resonate with all our fantastic fans and consumers."

In addition to the 2nd Chance Web Site, live events and on-air giveaways, the New York Lottery is promoting the Minute to Win It scratch-off game via newspaper contests, in which readers cut specified pieces from the papers and mail them in, along with non-winning game tickets, for chances to win more game tickets. The New Jersey Lottery launched a second Minute to Win It instant game on February 28.

About Minute to Win It
Minute to Win It airs Wednesdays on NBC (8 p.m. ET) and is hosted by All-American chef and television personality Guy Fieri ("Diners, Drive-Ins and Dives"). The series features competitors participating in a series of simple, yet nerve-wracking, games that can lead to a $1 million prize. In each one-hour episode, competitors face 10 challenges that escalate in level of difficulty using everyday household items. Each game has a one-minute time limit, and failure to finish the task on time eliminates the contestant. At various points throughout the game, the competitor can walk away with the money earned up to that point — but it takes nerves of steel to complete all 10 tasks to win $1 million. The competitors, who come from all walks of life, are shown over 60 games prior to the competition and are encouraged to practice these one-of-a-kind challenges at home.

Minute to Win It is produced by Universal Media Studios with Friday Television. Craig Plestis, Tim Puntillo (NBC's "Identity"), Mattias Olsson and Jock Millgardh serve as executive producers.

About Scientific Games
Scientific Games Corporation is a global leader in providing customized, end-to-end gaming solutions to lottery and gaming organizations worldwide. Scientific Games' integrated array of products and services include instant lottery games, lottery gaming systems, terminals and services, and internet applications, as well as server-based interactive gaming machines and associated gaming control systems. For more information, please visit our website at

About NBCUniversal Television DVD, Music, and Consumer Products Group
NBCUniversal is a leader in providing entertainment programming to the domestic and international marketplaces. NBCUniversal Television DVD, Music, and Consumer Products Group manages all global ancillary television business endeavors for the NBCUniversal Television Group, including third-party home entertainment distribution, consumer products, musical soundtracks, special markets projects and the NBCUniversal Online Store.

About Joy Tashjian Marketing Group, LLC
Joy Tashjian Marketing Group, LLC (JTMG) was formed in 1998 and is headed by company president Joy Tashjian. Recently awarded "Retail Promotion of the Year" for their work on "Deal or No Deal," JTMG specializes in the development of television and film trademarks for retail consumer product programs. JTMG is agency of record for NBC Television and USA Network. Additionally, JTMG represents Comcast for E! and G4 Channels as well as television programs on Fox, Cartoon Network and Disney Channel. JTMG represents Endemol for "Fear Factor," "Deal or No Deal," "Big Brother," "1 vs. 100," Alcon Entertainment and Warner Brothers for the theatrical film "Dolphin Tale," Breakthrough Films and Television for "Captain Flamingo," "Miss BG," "Atomic Betty," Fresh TV for "Total Drama Island" and "Stoked," Magicbox, PPI for "Gogo's Crazybones."

All trademarks and copyrights contained herein are the property of their respective holders.

Forward-Looking Statements
In this press release the Company makes "forward-looking statements" within the meaning of the U.S. Private Securities Litigation Reform Act of 1995. Forward-looking statements describe future expectations, plans, results or strategies and can often be identified by the use of terminology such as "may," "will," "estimate," "intend," "continue," "believe," "expect," "anticipate," "could," "potential," "opportunity," or similar terminology. These statements are based upon management's current expectations, assumptions and estimates and are not guarantees of future results or performance. Actual results may differ materially from those projected in these statements due to a variety of risks and uncertainties and other factors, including, among other things: competition; material adverse changes in economic and industry conditions; technological change; retention and renewal of existing contracts and entry into new or revised contracts; availability and adequacy of cash flows to satisfy obligations and indebtedness or future needs; protection of intellectual property; security and integrity of software and systems; laws and government regulation, including those relating to gaming licenses, permits and operations; inability to identify, complete and integrate future acquisitions; inability to benefit from, and risks associated with, joint ventures and strategic investments and relationships; pending legal challenges that may affect our joint venture's Illinois lottery private management agreement or the failure of our joint venture to meet the net income targets or otherwise realize the anticipated benefits under such agreement; seasonality; inability to identify and capitalize on trends and changes in the lottery and gaming industries; inability to enhance and develop successful gaming concepts; dependence on suppliers and manufacturers; liability for product defects; fluctuations in foreign currency exchange rates and other factors associated with foreign operations; influence of certain stockholders; dependence on key personnel; failure to perform on contracts; resolution of pending or future litigation; labor matters; and stock price volatility. Additional information regarding risks and uncertainties and other factors that could cause actual results to differ materially from those contemplated in forward-looking statements is included from time to time in the Company's filings with the Securities and Exchange Commission, including under the heading "Risk Factors" in our periodic reports. Forward-looking statements speak only as of the date they are made and, except for the Company's ongoing obligations under the U.S. federal securities laws, the Company undertakes no obligation to publicly update any forward-looking statements whether as a result of new information, future events or otherwise.



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Aimee Remey