Holiday Scratch-Off Tickets in Kentucky Explode out of the Gate
Early indicators show sales of Kentucky Lottery holiday Scratch-off tickets are heading to new heights.
The family of games, including $1, $2, $5 and $10 tickets, first went on sale Saturday October 27th. In just six days, sales of the Holiday Gold family were up $2 million (or 48%) over sales of the holiday family issued in October 2017.
And those holiday tickets launched in 2017 sold 60% more than holiday ticket offerings in Kentucky in 2016.
All told, the Holiday Gold line accounted for $6.3 million in sales from 10/27 through 11/1. The $1 price point accounted for the largest percentage increase in sales, which was 84% (based on overall sales of $1.1 million, which is $504,900 more than the same price point last year). The largest dollar increase - $609,300 – was realized by the $10 price point, with sales of $2.1 million (a 41% increase).
“The marketing efficiencies of a family of games, combined with enhanced POS and new prize payouts players really enjoy, have been a big boost to these games,” said KY Lottery President and CEO Tom Delacenserie. “By creating an event when we launch tickets called Big Money Monday, players know the newest games will be hitting the shelves. We saw tremendous activity on day one of sales, which means the excitement we create with these launches is really taking off.”
“We haven’t even begun our holiday media support, and they’re already a resounding success,” said Delacenserie.
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Chip Polston, Jennifer Cunningham, Sara Westerman
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