Global casino equipment and lottery services innovator Scientific Games Corporation has announced that a campaign it created last year for the Pennsylvania Lottery set a new industry record for the most entries into any promotion offered by a lottery in the United States.
Las Vegas-based Scientific Games Corporation revealed that more than 15.8 million tickets were purchased for the Secret Santa Second-Chance Drawings promotion, which gave Pennsylvania lottery players the chance to win surprise prizes in addition to cash rewards ranging from $10,000 to $100,000.
Building on similar holiday-themed second-chance campaigns organized in 2014 and 2015, last year’s Secret Santa Second-Chance Drawings promotion featured a mobile-compatible interactive game developed by Scientific Games Corporation that was enjoyed more than two million times during the ten-week promotional period with an average of 28,000 daily plays.
“We added a fun twist to the promotion this year,” read a statement from Amy Hill, Digital Content Studio Vice-President for Scientific Games. “Players could choose from two second-chance drawings, either a Secret Santa drawing that featured unknown prizes or a Not So Secret Santa drawing that featured prizes from $10,000 to $100,000. Most chose the Secret Santa drawing, [which proves that] they love to be surprised.”
Scientific Games moreover explained that its Secret Santa Second-Chance Drawings promotion helped the Pennsylvania Lottery to increase membership in its VIP Players Club by 13% thanks to some 76,000 new registrants.
“For the third year in a row, we’ve worked with Scientific Games Corporation to launch a second-chance holiday promotion and while previous years were very successful, our 2016 promotion really engaged our players on multiple levels,” read a statement from Drew Svitko, Executive Director for the Pennsylvania Lottery. “For the first time, we included all draw games. This promotion drove consistent engagement with the Pennsylvania Lottery and our games during the holidays, ultimately helping us in our overall mission to raise monies to benefit older Pennsylvanians.”
Scientific Games Corporation additionally stated that 2016’s Secret Santa Second-Chance Drawings promotion offered players the opportunity to enter non-winning tickets from six holiday-themed instant games as well as those from winning and non-winning draw-based games with tracked sales reaching nearly $40 million. The firm proclaimed that participants had submitted 63% of their entries via the Pennsylvania Lottery’s mobile app, which has been installed on more than 466,000 mobile devices since September of 2014.