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Valles Caldera

New Lottery Scratchers™, New Initiatives Continue to Help Scratcher Sales Increase

09/01/2015

ALBUQUERQUE – Today marks another Super Tuesday Scratcher™ launch for the New Mexico Lottery. Included in the line-up are $1 Double Doubler, $2 Triple Tripler, $3 $25,000 Treasure Hunt and $5 Crossword 10X. Top prizes range from $4,000 to $50,000.

Super Tuesday is one of a number of strategies New Mexico Lottery CEO, David Barden, initiated to help increase sales. Prior to April 2014, game launches were unannounced and players and retailers did not know when new games were coming out. Like most products, consumers want what is ‘new’ and ‘fresh.’ Now, players and retailers know new games begin on the first Tuesday of every month.  Lottery advertising features these new games with a fun, cohesive theme. And sales show it is working. Fiscal 2015 Scratcher sales increased more than $10.1 Million (14.54%) compared to Fiscal Year 2014. So far, in Fiscal Year 2016, Scratcher sales continue to perform; up $850,000 (7.3%) July 1 – August 29, 2015 compared to the same time period in Fiscal Year 2015.

Super Tuesday September TV Clip

The September advertising campaign, “Treasure Troves of Cash” was inspired by the “$25,000 Treasure Hunt” Scratcher and has a fun pirate theme. The television spot, animated by the Lottery’s in-house animator Andrew Dormody, features a giant treasure ship made out of gold Lottery coins and sails made of Scratcher tickets.  Returning with cameo appearances are skeletons from the Dia de los Muertos TV spot and a “cash shark” from the June Super Tuesday TV spot. See the spot at nmlottery.com on the TV page: https://www.nmlottery.com/tv-ads.aspx 

Legislative Lottery Scholarships

            Since its inception in 1996, the lottery has raised $657.6 million for education in New Mexico.  More than 97,000 students have attended college on Legislative Lottery Scholarships.  More information about Legislative Lottery Scholarships is available at www.nmlottery.com

Follow the New Mexico Lottery on Facebook (www.facebook.com/nmlottery) and YouTube (http://www.youtube.com/user/NewMexicoLottery).

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