A promotion created by Scientific Games Corporation for the Pennsylvania Lottery has set an industry record for the most entries into a promotion offered by a U.S. lottery.
More than 15.8 million tickets were entered into the Secret Santa Second-Chance Drawings promotion for the opportunity to win surprise prizes in addition to cash prizes ranging from $10,000 to $100,000. Additionally, during the 10-week promotional period, the Pennsylvania Lottery’s VIP Players Club membership grew by 13 percent with 76,000 new registrants.
“For the third year in a row, we’ve worked with Scientific Games to launch a second-chance holiday promotion,” said Drew Svitko, executive director of the Pennsylvania Lottery. “And while previous years were very successful, our 2016 promotion really engaged our players on multiple levels. For the first time, we included all draw games. This promotion drove consistent engagement with the lottery and our games during the holidays, ultimately helping us in our overall mission to raise monies to benefit older Pennsylvanians.”
Building on similar holiday-themed second-chance promotions in 2014 and 2015, the record-breaking Secret Santa Second-Chance Drawings promotion featured a mobile-compatible interactive game developed by Scientific Games, which was played online more than 2 million times during the promotional period, averaging 28,000 plays a day. The company’s interactive games engage players with popular social game mechanics, social log-in, social sharing and leaderboards.
Amy Hill, Vice President of Scientific Games’ digital content studio, commented, “We added a fun twist to the promotion this year. Players could choose from two second-chance drawings, either a Secret Santa drawing which featured unknown prizes or a Not So Secret Santa drawing which featured prizes from $10,000 to $100,000. Most chose the Secret Santa drawing, proving they love to be surprised.”
