32 PUBLIC GAMING INTERNATIONAL • JULY/AUGUST 2026 INNOVATION THAT LEADS DRIVING THE FUTURE OF CROSSWORD THROUGH CONTINUOUS EVOLUTION The Crossword category is one of the lottery industry’s most proven performers, and Pollard Banknote continues to raise the bar. As an early pioneer and long-standing category leader, Pollard has helped shape Crossword into a multibillion-dollar segment that, in CY2025 alone, generated more than $7.6 billion in lottery sales across North America. Pollard remains a steadfast and leading supplier with Pollard-printed tickets representing approximately 50% of the category’s market share today. Crossword also represents a meaningful portion of lottery portfolios, accounting for nearly 13% of instant sales in the United States and almost 20% in Canada, underscoring its enduring appeal. What began as a breakthrough use of translucent ink, led by our founder Lawrie Pollard and the company’s early innovation team in the 1990s, has evolved into a dynamic player experience driven by continuous innovation in gameplay, design, and format. By consistently refreshing the category while preserving the core elements players love, Pollard helps Crossword stay relevant, which in turn helps lotteries drive sustained growth and, ultimately, increase funding for the vital good causes they support. While Crossword remains one of the most resilient lottery segments, recent performance has shown signs of leveling after years of strong growth. In some markets, sales have softened, highlighting the need to sustain momentum through continued innovation. This creates a clear opportunity to reinvigorate the category with new value, experiences, and innovations. Unlocking Growth with an Enhanced Crossword Experience In Maryland, the launch of the Lottery’s first $25 Crossword this past February came at a pivotal moment, as category performance softened following pandemic highs. The strategy was to elevate the experience without losing the gameplay players value. The result was a value-driven, feature-rich product designed to justify a higher price point. Enhancements included improved odds and payout, a doubled top prize of $1 million, and expanded gameplay featuring more bonus words, auto-win opportunities, elevated fast spot prizes, and additional play spaces. Players responded immediately, driving a 62% increase in total Crossword category sales and reinforcing how premium price points, when paired with meaningful value, can expand the category while maintaining strong player appeal.
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