Strategic Launch of a Brand-new Game Results in a Top-3 Earner in First Year
Ohio Lottery - EZPLAY Lucky Numbers
WORK CATEGORY
Product Launches
INDUSTRY CATEGORY
Gaming & Lottery
KPIs
Sales
Overview
Lots of details to tell. Not lots of time tell ‘em. These fun, quick 15-second spots aimed at a younger audience explained the game one entertaining tidbit at a time.
Results
Channels
Online/Streaming Video
Point-of-Sale (POS)
Out-of-Home (OOH)
Paid Social
Streaming Audio
Challenge
One new game, three separate price points and winning percentages, an ever-increasing jackpot and there was still more to tell.
All that and the launch started by playing from behind. EZPLAY games had low category awareness. So, while their various price points make Lucky Numbers accessible to a wide range of players it was up to AfterMath to get the word out AND explain the complex game structure.
The game is a little complicated, but our task was straightforward. Find the right ways to speak to our audience and drive players to the game.
Strategy
Research told us EZPLAY games appeal to a younger audience with a shorter attention span.
To get and hold their attention, we shortened the format and simplified the messages. Quick-hitting, visually appealing :15 spots focused on one aspect of the game at a time to break down the complexity.
The shorter content allowed for more buys and thus more repetition which helped us tell the whole story over multiple impressions. And just to help the most curious, we also developed an instructional video and in-store POS.
With a heavy presence in the right places, the audience got intriguing, fun content and given the results, quite an ever-expanding appetite to play.
