Leisure and entertainment: Lotteries, casinos, gambl...

 

Washington’s Lottery wanted to boost Scratch ticket sales by another $10 million dollars. But where those extra sales were going to come from was not particularly obvious. We had no new games or prize ...

In October 2001 the New York State Lottery unveiled a new advertising campaign promoting its flagship Lotto game. The campaign embodied a sense of fun and community and was embraced by the state ...

As the Maryland Lottery, run by the Maryland State Lottery Agency, entered its 25th year in 1998, it found itself struggling. After the lottery first began in 1973, sales and popularity grew rapidly. ...

Competition is at the heart of marketing, and that may be why, as marketers, we love to hate monopolies. It just seems too easy. On the surface, competition is non-existent. In reality, however, it's ...

In the highly competitive entertainment market, SKYCITY realised it needed to reposition its brand so that Aucklanders, in particular, would want to come to the venue more often rather than viewing it ...

To stimulate interest in a trial of poker at SKYCITY and reach full table capacity within two months, a gigantic citywide game of poker was created in Auckland including bus backs, billboards and with ...

NZ Lotteries operates in a mature market where it has been increasingly difficult to drive market growth. In October 2005, it launched a new game, Big Wednesday, pitched as the ultimate lifestyle game ...

A total of 53 million Americans visited casinos in 2001, representing 27 percent of U.S. citizens aged 21 and older, and they spent $25.7 billion on casino gaming. America's thirst for gambling co ...

Gambling organizations, which may include governments as well as for-profit companies, provide various means for betting or wagering money based on a chance of a winning outcome, usually in the form o ...

This campaign evened out the lottery's revenue stream by converting infrequent players into frequent players, getting them to play more often, no matter what the jackpot size was by inserting the idea ...

In fall of 2003, the Washington Lottery was set to re-launch its much- loved Lotto game...but with a twist. Average jackpots would be one sixth the size of what players had become accustomed to. The f ...

Increased competition in the gaming industry has resulted in the need for casinos to identify consumer segments that will be most receptive to their communications. In the past, casinos have tradition ...

It is hard to take on the category leader. It’s even harder when you own the leader and don’t want to cannibalize it. This was the situation for British Columbia Lottery Corporation. Lotto 6/49 was de ...

The case starts in 2001, and the OLGC’s sports lottery franchise has hit $165.9 MM, its lowest yearly total since Pro•Line’s launch in 1992. Advertising has to turn this around—by delivering an immedi ...

In January 2001 Gala Group Limited acquired the estate of Ladbroke casinos. Gala's aim was to open up and reinvigorate the casino industry. Whom should they target and what did they need to think and ...

The paper describes the agency's problems when promoting gambling. The problems were extenuated due to the stringent gambling laws, which even now only allows companies to advertise hard data such as ...

Interview with Dianne Thompson, CEO of Camelot. Discussed: the Lottery Commission's initial rejection of the Camelot bid, the following judicial review and reversal, future plans for the lottery, the ...

Launch campaign for internet service for Paddy Power, Ireland’s leading bookmaker. Objectives: to raise awareness and drive traffic. Media used: TV, press, posters, viral animations. Big increase in o ...

'I wouldn't feel happy going into a bingo hall. You'd get all those old biddies staring at you' The client's problem was that of identifying and quantifying the market, understanding the mindset and ...

Campaign in 1998 by WCRS for Mecca Bingo. This followed the lifting of the restrictions on Bingo advertising in 1997. New understanding of what Bingo means to its players as a social event. Medium: TV ...

This 1998 paper shows how the TV advertising from DMB&B was instrumental in Littlewoods Pools stemming its decline in revenue. By saving £120m of receipts, the campaign achieved a return on funds inve ...

In developing the ad campaign the TAB decided to focus on the core value of competitiveness, which acted as a common platform for its two main services - racing and sports betting. The effects of the ...

This paper explains how bingo was saddled with a 'music hall' image and an ageing customer base. Research showed that attitudes could be divided into four distinct types ranging from habitually player ...

La Française des Jeux launched a new FFr10 card, Solitaire in November 1995 into an extremely competitive market. With a budget of FFr13 million, Solitaire's launch attracted the same media strategy a ...

Lucky Lotto was a small charity scratchcard operator before the market was suddenly expanded by Camelot in 1995. To gain the benefit it was essential to become number two in the market, which Littlewo ...

Launch campaign for the National Lottery, 1994-6. Marketing background described in full. Strategy developed based on qualitative research (TRB). Need to achieve early critical mass. Media: national p ...

'Come out to play' accomplished three critical tasks that led to the substantial increase in sales across the property and a 32% increase in Conrad Jupiter revenue between July and December 1996. It w ...

The campaign demonstrated that it is possible to reverse the national trend in instant lottery sales. It is only a matter of time before the campaign is used as a template for other lottery jurisdict ...

This paper describes the role that planning played in the launch of the UK's National Lottery. The resulting campaign helped make the launch a phenomenal success, exceeding all targets: sales, public ...

La Française des Jeux launched the new '5 francs' scratch card game Morpion at the end of 1993 with the slogan: 'Morpion, 5 francs, it itches to make you scratch.' The sales showed an all-time record ...