33 PUBLIC GAMING INTERNATIONAL • JULY/AUGUST 2026 BEYOND THE TICKET: Connecting Crossword Players Across Channels Lottery retail customers, particularly Crossword players, are loyal to their game. Knowing this, Pollard’s focus on innovation also extends beyond the ticket itself. In North Carolina, Pollard supported an omnichannel approach that connected Jungle Cashword retail players to digital play by offering free online plays tied directly to the retail ticket. By leveraging a familiar experience, this created an intuitive entry point to iLottery, introducing players (via the ticket back) to digital extensions of a game they already enjoy. This initiative drove hundreds of first-time depositors and tens of thousands of deposits, demonstrating the effectiveness of extending proven retail experiences into new channels and highlighting the opportunity to deepen player engagement across the lottery ecosystem. ILLUMINATE GAME PLAY: A Bold New Look for Crossword Innovation Continuous product innovation also ensures Crossword remains visually compelling and competitive at retail. New innovative offerings like Neon Reveal™ introduce bold visual elements and transparent play areas that enhance the in-hand experience and help tickets stand out. By integrating vibrant neon inks with layered design, key gameplay elements are brought to life in a way that enhances engagement and perceived value. Together, these examples reflect a consistent strategy: evolve the category while staying true to the fundamentals that drive player loyalty. By balancing familiarity with innovation across price points, channels, and game design, Pollard continues to strengthen the Crossword category and unlock new sources of growth. As lotteries look to the future, this ongoing commitment to evolution will play a critical role in sustaining performance and maximizing returns for the communities and good causes they support.
RkJQdWJsaXNoZXIy NTg4MTM=