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Sell Lottery's base games and win trip to Las Vegasby Commissioner Gary Peters
From August 15 through October 13, every book of a base game settled counts as one entry into a drawing for an all-expense-paid trip for two to Las Vegas. The winner and a guest will be treated to the same trip we offer through the Second Chance drawings for our Hold ’Em Poker games, including a stay at the Monte Carlo Resort and Casino. The prize package includes round-trip coach airfare for two; four days/three nights in a deluxe room at the Monte Carlo; all ground transfers to and from Las Vegas-McCarran International Airport; two show tickets to see master magician Lance Burton; and Day Spa passes for two. The winner will be randomly drawn from all the entries and awarded on November 17. Eligible games include the $2 Cashword, Wild Time, Wild Time Doubler and Bingo and the $5 Bingo Mania and Super Red Hot Cashword. Why is the Lottery promoting sales of base games? They have sustained appeal, and data show that base game sales are on the rise. To date in FY 2005, the top five base games average 30 percent of total weekly sales, up from 29 percent in FY 2004. Sales of the average instant game peak early and then slowly decline. But base games have defied that trend: sales of each remain strong and steady week after week—and, in the case of Cashword, sales continue to grow. Obviously, players continue to come back to these games and count on them being available. Base games are not theme-based, such as NASCAR or Harley Davidson. Theme-based games have a niche audience, but base games are tried and true—they appeal to all demographics: age, income, geography and education. We strongly recommend that you carry all of these games; some, such as Cashword, should have multiple facings to ensure adequate inventory levels. This applies whether you display instant games in dispensers in counters, over the counters or behind the counters. For more information about base games or your inventory levels, talk to your Lottery district sales representative. He or she can assist you in eliminating out-of-stock periods so that you maximize sales opportunities. The Las Vegas retailer promotion is a great opportunity on several fronts. We are pleased to use it as a way to thank our retailer partners for all their efforts; more importantly, a hard-working retailer and his or her guest will receive a great prize that is well deserved. We hope to be able to offer more of these incentive prizes in the future! New Instants • August 1: $2 Winner’s Circle, featuring a new play style similar to bingo. The play area is essentially a round bingo card comprised of three concentric rings of different color. The play area is further subdivided into four “wedges.” Players win by matching all the numbers within one of the three rings, in one or more of the four wedges, or by matching all the numbers in the entire circle—a “blackout.” • August 8: $5 Break the Bank, a two-sided ticket with scratch-off games on the front and pull-tabs on the back. • August 29: $2 Cashword Doubler, with a top prize of $35,000. |
To maximize instant game sales—and, in turn, maximize commissions—make sure your store offers a full lineup of base games: those instant games that have a sustained value and longevity, resulting in consistent and steady sales. An upcoming promotion will provide retailers even more incentive to sell base games.