INDIANAPOLIS – In an attempt to draw new players and reinvigorate the Hoosier Lottery, private operator GTECH Indiana has focused on new games and branding.
The goal is not to get current players to play more but expand the player base to those who otherwise would not consider it.
An example is the new Poker Lotto game, which is meant to attract Hoosiers who like poker but dont play the lottery. And a new Lucky Dog game features dogs from Indiana shelters for pet enthusiasts. A zombie game is also forthcoming.
The Hoosier Lottery also started a new raffle last week.
The Halloween Millionaire Raffle is the first multi-state raffle Indiana has participated in.
The tickets cost $10 and will be sold through Halloween. There will be three early-bird drawings and then a grand prize drawing Nov. 1. Seven states have signed on.
Even the ping pong ball drawings are coming back as a way to build trust, said Connie Laverty-OConnor, CEO of GTECH. Many lottery players lost confidence in the system when they didnt see how the numbers were drawn.
And GTECH is trying to expand the brand to more of Indiana by adding corporate sponsorships and more promotions around the state.
We felt the lottery had become an Indianapolis lottery, not a Hoosier Lottery, when you looked at where the dollars were spent, said William Zielke, chairman of the State Lottery Commission.