Raising the Bar on Scratch-Off Success: How AfterMath Helped the Ohio Lottery Consistently Launch Top-Selling Tickets
Ohio Lottery
WORK CATEGORY
Product Launches
INDUSTRY CATEGORY
Gaming & Lottery
Overview
AfterMath partnered with the Ohio Lottery to strategically develop and launch Scratch-Off campaigns that consistently top the sales charts. Through a powerful combination of audience-first strategy, standout creative, and operational efficiency, AfterMath has helped elevate both marquee and complex games into high-performing product launches—year after year.
Results
Channels
Online/Streaming Video
Point-of-Sale (POS)
Digital Advertising
Out-of-Home (OOH)
Paid Social
Streaming Audio
Challenge
The Ohio Lottery needed more than just marketing support—it needed a partner who could transform every new Scratch-Off game, whether high-stakes or niche, into a compelling, top-selling product. Each game launch presented unique challenges, from promoting the state’s first-ever $50 ticket to translating complicated gameplay mechanics into consumer-friendly messages. Additionally, the Lottery sought a consistent, scalable process that could deliver both breakthrough creative and operational efficiency across numerous campaigns each year.
Strategy
AfterMath approached each Scratch-Off launch as a unique product launch—never “just another ticket.” We leaned heavily on our proprietary truthpoint strategic process to uncover audience insights and game differentiators, then tapped into current trends and cultural cues to elevate the message. Our creative brainstorms turned complicated games into engaging narratives, and our Agile project management ensured repeatable, efficient execution across all deliverables.
We built robust roadmap templates covering everything from segmentation analysis and storyboard creation to media extension and real-time performance optimization. This allowed us to stay nimble, scale campaigns, and squeeze more value from every dollar spent—while continuously learning and evolving to make each new launch stronger than the last.
