Ms. Michelle Annandale reports
LOTERIE NATIONALE WELCOMES NEW ADDITION TO THE CASH FAMILY OF GAMES
Pollard Banknote Ltd. is congratulating the Loterie Nationale (the national lottery of Belgium) on the outstanding success of its 20-euro Cash instant ticket (launched on March 17, 2018). Originally planned as a limited addition to its Cash family of games, Loterie Nationale has decided to make 20-euro Cash a permanent part of the family based on its overwhelming popularity.
Families of games are a major contributor to Loterie Nationale's instant ticket sales, traditionally making up about 50 per cent of total sales. The Win for Life family, which has been on the market continuously since 1998, has long held the position of top-selling family in the country. Introduced in 2016, the Pollard Banknote printed Cash family of games has consistently occupied second place, averaging more than 20 per cent of overall instant ticket sales. However, since the launch of 20-euro Cash, the Cash family has accounted for an incredible 34 per cent of total instant ticket sales, becoming the first family to succeed Win for Life as the top-selling family of games. Not only are Cash family sales up, but overall family sales have increased to account for more than 80 per cent of instant sales.
Following the theme of the Cash family of games, 20-euro Cash combines Pollard Banknote's patented Scratch FXt innovation with vibrant purple ink in a radiant swirling design to amplify visual appeal and excitement at retail. The strong cash theme, laden with euro symbols, stacks of cash and callouts emphasizing the magnitude of potential payouts, commands player attention and intensifies anticipation. The callouts reflect the ticket's higher-than-average prize payout and special prize structure, loaded with mid-tier prizes that create memorable wins and shareable moments.
"Win for Life has been the strongest brand since before I began working in instant tickets, and I have always joked that I would retire when another family outsold it. In 2016, we introduced the Cash family and it helped boost overall instant ticket sales after a period of declining sales, but Win for Life remained the top seller," said Wim Schoolmeesters, business and product management of Instant Games at Loterie Nationale. "I am thrilled to see that the latest addition, 20-euro Cash, has not only helped continue instant sales growth, but has helped the Cash family outsell Win for Life. This feat comes quicker than expected. So, rather than retire, I will help the lottery find new ways to optimize its portfolio of instant games."
"We worked closely with Loterie Nationale to develop the design and prize structure of the Cash family of games, including the use of our eye-catching Scratch FX innovation, at each of the one-euro, three-euro, five-euro and 10-euro price points," said Michelle Annandale, director of sales and marketing at Pollard Banknote. "We are delighted to see the latest addition to the family driving sales at retail and delighting Belgium's players with its strong value proposition."
Established in 1934, Loterie Nationale is state owned. It aims to offer entertaining, accessible and socially responsible games that appeal to a broad audience. The lottery prides itself on being a modern, high-performing, cost-conscious and sustainable organization in all aspects of its business. Loterie Nationale directs a large portion of its profits, totalling more than 185 million euros in 2017, to support a variety of public programs and good causes in Belgium, such as poverty reduction, scientific research, sport, culture and local social projects.
About Pollard Banknote Ltd.
Pollard Banknote is a leading lottery partner to more than 60 lotteries worldwide, providing high-quality instant ticket products, licensed games, and a full suite of digital offerings ranging from game apps to comprehensive player engagement and iLottery solutions, including strategic marketing and management services. The company is a proven innovator and has decades of experience helping lotteries to maximize player engagement, sales and proceeds for good causes. Pollard Banknote also plays a major role in providing pull-tab tickets, bingo paper, and its Diamond Game- and Oasis-branded electronic ticket machines to charitable and other gaming markets in North America.
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