Sloane Beaver (CS) | Danielle Delph (AD) | Chelsea Garber (CT) | Russ Gottwald (CBM) | Whitney Newman (CBM) | Amy Ruiz (CW)

The Virginia Lottery// Product Development

Sloane Beaver (CS) | Danielle Delph (AD) | Chelsea Garber (CT) | Russ Gottwald (CBM) | Whitney Newman (CBM) | Amy Ruiz (CW)

THE SITUATION

The Virginia Lottery is not relevant to younger, digital-heavy consumers. These iDrenz associate the Virginia Lottery with older players who squander their paychecks and savings on scratchers and powerball tickets in quick attempts to get rich. The current state of the lottery is antiquated from the way iDrenz live their lives.

THE CHALLENGE

It’s a lot of labor for a lottery ticket. The Virginia Lottery must find new ways to eliminate barriers to play for the iDrenz segment. iDrenz are looking for thrills but not where the Virginia Lottery is providing them.

Our approach: Provide unexpected thrills in a relevant way

OBJECTIVES

1) Increase the number of iDrenz that play the Virginia Lottery by shifting the perception from “thrill for them” to “thrill for me”

2) Increase the amount of money they are willing to spend on the lottery through competitive gaming platform

Our Task

Sloane Beaver (CS) | Danielle Delph (AD) | Chelsea Garber (CT) | Russ Gottwald (CBM) | Whitney Newman (CBM) | Amy Ruiz (CW)

HOW?

Be relevant. iDrenz are digital heavy and tech savvy. 99% participate in gaming activities 86% use mobile features 83% use Facebook

For iDrenz, there is no barrier to entry into the digital world. Digital isn’t a separate world - it’s simply a layer on top of the rest of their world.

They are so connected that they’ve become uncomfortable with having nothing to do.

Their phones have become their key to filling the “dead” moments of the day

MAIN IDEA

Ease the discomfort of being alone with competitive engagement. Occupy dead time.

WHAT WE NEED

A gaming platform that will:- be played in spurts- be played on the go- get the competitive juices going

Our Strategy

Sloane Beaver (CS) | Danielle Delph (AD) | Chelsea Garber (CT) | Russ Gottwald (CBM) | Whitney Newman (CBM) | Amy Ruiz (CW)

New Gaming Platform: Lady Luck// User Experience

1)Download and load Lady Luck app.

2) Add friends to compete against.

2) Choose log in method.

Sloane Beaver (CS) | Danielle Delph (AD) | Chelsea Garber (CT) | Russ Gottwald (CBM) | Whitney Newman (CBM) | Amy Ruiz (CW)

4) Select game to play. 5) Select game mode. 6) Play game. 7) Game over. Choose to keep playing or switch to a new game/mode.

Sloane Beaver (CS) | Danielle Delph (AD) | Chelsea Garber (CT) | Russ Gottwald (CBM) | Whitney Newman (CBM) | Amy Ruiz (CW)

What Lady Luck Offers

-DEGREE OF CONTROL-

From “The odds are against me.” to “I can control my odds.”

-COMPETITION-

From beating a system to beating a friend

-BETTER ODDS-

From - “What if?” to “When?”

Sloane Beaver (CS) | Danielle Delph (AD) | Chelsea Garber (CT) | Russ Gottwald (CBM) | Whitney Newman (CBM) | Amy Ruiz (CW)

What will keep iDrenz playing?

- SOCIAL CONNECTION -

“I think the most fundamental part of our success is the social connection, which sometimes I call obligation or guilt - the connection that forms

in the game when people commit to each other to play.” – Paul Bettner, Zynga

- HOT STREAKS KEEP THEM GOING LONGER -

“The best games are incredibly addictive and never-ending. I like when there is no end to what you can achieve in the game.

Win I win a level, I always keep playing!”

Sloane Beaver (CS) | Danielle Delph (AD) | Chelsea Garber (CT) | Russ Gottwald (CBM) | Whitney Newman (CBM) | Amy Ruiz (CW)

How will the iDrenz know it’s out there?{Phase 1: Target highly concentrated areas of iDrenz through the influencers}

Virginia Lottery Brand Ambassadors- Virginia college campuses- Students asked to play and invite friends- Paid per recruit

Infiltrate college campuses during key “procrastination periods”- Table Tents- Restroom Flyers- Library Give Aways

Broaden the reach- Utilize current presence at sports games- Interactivity rewards fans for playing- Gets the game on their phones

{Phase 2: Let the influencers spread the word organically}