Uniting Hoosiers with a little fun in their day
Like other consumers, Hoosier Lottery players play when the jackpots are huge, but not as much when they aren’t. As the novelty of scratch-offs and draw games eroded, sales waned. To make matters more difficult, the state’s gaming commission doesn’t allow the messaging of “winning cash” as a means to entice citizens to play.
What We did
We couldn’t sell winning, but we could still sell the fun of playing. We brought it to life as a little break or treat in your day, and we customized this approach for each game as it launched. They were packed with so many ways to win that the excitement of playing literally bursts into the world. The ensuing launch resulted in the best sales of any scratch-off game in Hoosier Lottery history.