39 PUBLIC GAMING INTERNATIONAL • SEPTEMBER/OCTOBER 2025 Play some defense (it wins championships I hear)… One forward thinking subject matter that Lotto Research asked Americans was a very simple question: If you had $5 to play one of the following, which are you most likely to play? The answers were clustered so tight, it looks like a whole bunch of defensive backs crowded in one area protecting the ‘Hail Mary’ pass. However, the top two answers both had one thing in common – they were both Scratch ticket related. The #1 answer was a tie between a $5 Scratcher (1 ticket) and 5 x $1 Scratchers (5 tickets), both with 24% of the vote. (And we know the NFL doesn’t like ties, that’s strictly for silly games like soccer). The $5 Mega Millions ticket came in a strong 3rd place with 19% of the vote, followed by a Powerball option (1 x $2 and 1 x $3 tickets) with 15% of the vote. A $5 sports bet achieved 6% of the total, although this was 10% among men. Competition for the American disposable dollar is at an all-time high in gaming. …however, sometimes the best defense is a great offense! Lotteries have the equivalent of Andy Reid and Patrick Mahomes at their disposal in terms of the power, trust and awareness in their two main brands of Mega Millions and Powerball. So knowing this, how can the lottery industry reach out to the casual player and coax them back into playing? We already know that the real NFL is going to be part of the portfolio of (most) state lotteries come September 2026, but in the interim, what should the strategy be in the intervening 12 months? “Just win, baby!” (Al Davis) A final hypothetical question was dropped on our respondents. Which of the following potential changes would get you to consider buying a Mega Millions or a Powerball ticket? The #1 answer was ‘Hitting two numbers would be a $10 winning ticket’ with 44% of all Americans selecting this option. Two other answers garnered 38% positive responses – ‘A higher prize for hitting just the bonus ball’ and ‘A monthly second chance drawing for $100,000 for all losing tickets.’ (See Fig.5) All three options, you dear reader will note, are all about giving our players a better chance of winning. Among recent Powerball/Mega Millions players, 58% agreed with the winning option of ‘Hitting two numbers would be a $10 winning ticket’. This is your base speaking out in no uncertain terms. Winning gets people back, and it also allows for a better chance at churn. “Winning isn't everything, it's the only thing”. Questions to ponder. Often attributed to the great Vince Lombardi, this quote was actually from the lips of UCLA coach Red Sanders in the 1950’s. Maybe the Lottery industry can take a leaf from the NFL sports betting play book? On an almost daily basis, the likes of DraftKings and FanDuel offer ‘No Sweat Bets’, so even the gambler who loses gets a free second chance bet to place on another wager the next time they bet. I am sure we all hope the Eagles get dethroned in their quest to repeat as Super Bowl champions, but in the interim, here are five valid questions that lotteries and their vendors should be thinking about for both Mega Millions in the short term, and lottery games in general. 1. How can we engage older lapsed players, and also female players, to woo them back to Mega Millions (or Powerball)? 2. Is there a lottery equivalent of the ‘sports betting second chance’, through more of an ‘instant’ second chance option? 3. Are there ways lotteries can help cushion a loss into feeling more like a win? 4. Are there special prizes or partnerships the lottery industry can develop to make that all elusive 2 ball match a winning experience? Example: Rocktober promo – Hit two Mega balls, get $10 off at your next Ticketmaster show. 5. And finally is there enough primary research being conducted with the modern consumer on what winning in 2025 means to them? Trust me, I’m a Researcher Simon “Ron” Jaworski C: 609-558-1019 simon@lottoresearch.com Lotto Research (proud sponsors of the Marshall Island Soccer Federation) Mega Million’s first major national consumer data suggests a good roll (out) could make it rock. — continued from page 29
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