Scientific Games has reported that its lottery challenge, which was based on the James Bond franchise, was ‘a thrilling success’ with more than $1.4m in cash prizes won over the 10 days in July.
The event was held for 112 lottery winners from more than 12 US states and was held at the Paris Las Vegas hotel. It was tied to SG’s James Bond 007 scratch-off games and featured a second-chance prize event which gave each prizewinner a five-day/four-night trip for two to Las Vegas, including round-trip airfare, hotel accommodations and $1,000 spending money.
Winners from Colorado, Indiana, Maine, Maryland, Massachusetts, New Hampshire, New Mexico, North Carolina, Pennsylvania, South Dakota, Texas and Virginia took part in the experience.
“We were thrilled to give 40 of our customers this unique experiential opportunity through our partnership with Scientific Games,” said Michael Sweeney, Executive Director of the Massachusetts State Lottery. “This ticket proved to be very popular in Massachusetts and the chances to win a trip to Las Vegas were a contributing factor to the game’s overwhelming success.”
From a commercial standpoint, the James Bond game was a success, with a total of over $352m in retail sales and performing an average of 26% higher and as much as 104% higher than other games in the same market.
“Leading up to the summer 2021 event, the prize winners expressed their excitement and eagerness to attend. We were able to deliver a unique experiential prize in Las Vegas and the thrilling opportunity to win additional cash prizes,” said John Schulz, SVP Instant Products for Scientific Games.
“Combining licensed brands to these once-in-a-lifetime events allows us to engage players in a way that is unparalleled in the lottery industry. Digital can be a key component that brings it all together – great game, iconic brand, digital extension to the retail game, and an experiential prize.”