Raise the Stakes: Social Lottery App

The Michigan Lottery needed a way to engage a younger audience demographic and reach them on social media and mobile devices. Pollard Banknote wanted to help their client:

• expand winner awareness via social media tools like Facebook, Twitter or the lottery’s VIP site;
• enable and encourage players to invite their friends and family to participate in the team play aspect; and
• drive players back to retail outlets for purchase and prizes in order to capitalise on lotteries’ biggest assets, their retail network

Tactica worked with Pollard Banknote to create an iPhone, Android and web app that gives physical lottery ticket players a second chance to win online by scanning a ticket with their smartphones. The Facebook integrated app incentivized people to create teams of their family, friends and coworkers to access larger prizes through a progressive jackpot. When a player wins a prize they’re encouraged to share the win on Facebook and Twitter.

The Raise the Stakes app was a huge success for the lottery by:

• outperforming all other game launches in June 2013 at that price point;
• delivering a 32% engagement rate;
• recruiting new online players (weekly Player’s Club registrations increased by 67% following the launch of Raise the Stakes)
• getting over 25,000 iOS and Android downloads; and
• generating over 6,000,000 page views during the promotion.

Pollard Banknote

Pollard Banknote has been a leading supplier of instant tickets for over 25 years and serves over 60 lottery and charitable gaming organizations worldwide. As the only lottery supplier solely focused on instant ticket products and related services, they are dedicated to providing the most innovative, secure, and marketable instant games in the world. They also provide the most comprehensive turnkey support solutions in the industry, including: market research, validation expertise, algorithm development, lottery management services, licensed games, social media expertise, player loyalty clubs and second chance draws, internet and mobile strategies, retail development, and much more.

Michigan Lottery

The Michigan Lottery’s mission is to maximize net revenues to supplement state education programs and to provide fun and entertaining games of chance. By 2012 the lottery’s profits to education in 40 years have exceeded $17 billion.