www.arrowgames.com
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Break Open Tickets
A Product With a Bright Future
Canada’s Charitable Gaming Conference
C l
Calgary,
AB
April 2010
Some Terminology
gy
• ‘Break
Break Open Ticket’
Ticket AKA
–
–
–
–
–
–
Pull Tab Tickets
Nevada Tickets
Pull Tickets
Breakopens
Pocket Slots
Jar Tickets
In the Beginning
g
g
• Originally designed as an instant
win game using traditional gaming
symbols
– Bars, Bells, Pears, Oranges, Lemons,
Cherries
• Match three symbols; win the
corresponding
p
gp
prize
The Evolution
Instant Win Games
- Variety of Graphics
- Licensed Products
Seal Card Games
- Stand Alone
- Progressives
- Interactive
Bingo Event Games
Cash Board Games
Promotional Games
- Stand Alone
- Progressives
- Interactive
- Licensed and
promotional games
combined
Instant Win
Games
- Variety of
p
Graphics
Instant Win Games
• Moving beyond traditional gaming symbols
Instant Win
Games
- Licensed
Products
Instant Win Games
• Build on the popularity of licensed names
and graphics
Seal Card
Games
- Stand alone
Seal Card Games
• First step towards adding interactivity to
the game
Seal Card
Games
- Progressives
Seal Card Games
• Player wins guaranteed amount and
chance at a progressive jackpot
Seal Card
Games
- Interactive
Seal Card Games
• Players pick windows on the seal card
11
Bingo Event
Games
- Stand Alone
Bingo
g Event Games
• Single Ball
Ball, 3 Dab and Downline
Bingo Event
Games
- Progressives
Bingo
g Event Games
• Player wins guaranteed amount and
chance at a progressive jackpot
Cash Board
Games
- Interactive
Cash Board Games
• Larger count game ~ 4,000 tickets
• Packed into 20 bags of 200 tickets
• Each bag
g of tickets has instant p
prizes,,
fixed number of hold tickets, and a
seal card
• Player with the matching hold ticket
from each bag gets a chance to
pick a window on the cash
board for a prize
Cash Board
Games
Cash Board Games
- Interactive
15
Cash Board
Games
- Interactive
Cash Board Games
• Why?
– The larger ticket count of 4,000 tickets allows
for higher prizes than would be available for a
traditional 200 count game (~ $100)
– Small number of instant win prizes
– 4 x $250, 16 x $100 prizes
– Players like to chase the $250 prize
Promotional
Games
- Combining
elements
Promotional Games
• Ontario recently approved the combination
of a promotional element with a licensed
break open ticket game
• Creates a huge opportunity for cross
promotions attracting new player
promotions,
demographics and increasing prize
boards
• All can be done at no cost
Promotional
Games
- Combining
elements
Promotional Games
• What do we mean by promotional games?
+
Promotional
Games
- Combining
elements
Promotional Games
Coupon
+
10% off
your
purchase at
Promotional
Games
- Combining
elements
Promotional Games
Promotional
Games
- Combining
elements
Promotional Games
• Tremendous potential with this new
flexibility for break open tickets to continue
to evolve
– Cross promotions
– Sponsorships to provide additional prizes
– Target new demographics
• Must always maintain the
product as a charitable
gaming product
Player
y Reaction
• Players love the new game play formats
• New games are modeled on customer
research:
– More winners
– Smaller prizes are ok; pay them out often
– More chances to win
Why
y the Positive Reaction?
•
•
•
•
•
•
Smaller counts
Smaller prizes ($100, $200)
Lots of winners
Random outcomes using bingo balls
Interactive
Players ‘chase’ the hold tickets –
they feel special if they get one!
• Fun!
How Successful?
• Significant increases in break open ticket
sales since introduction of interactive
games:
–
–
–
–
Texas
Alberta
Ontario
Nova Scotia
Sales in Texas
($ millions)
illi
)
Source: Texas Lottery Commission
Sales in Alberta
($ millions)
illi
)
Source: Alberta Gaming and Liquor Commission
Estimated Sales in Ontario
($ millions)
illi
)
Source: National Association of Fundraising Ticket Manufacturers
Sales in Nova Scotia
• Bingo event games approved for sale in
May 2008
• No official data available as yet
• Significant growth in sales since
introduction
Enhancing
g the Player
y Experience
p
• How did we enhance the experience:
Created more chances to win
Created more winners of smaller prizes
Provided an opportunity to interact with the
game
Created excitement with ‘balls’
Enhancing
g the Player
y Experience
p
Add d some ffun
Added
Encouraged greater runner/seller interaction
with players
Maintaining
g the Bright
g Future
• Maintaining the bright future for break
open tickets requires significant effort:
–
–
–
–
–
Understanding player motivations
Developing new, interactive games
Ticket seller education
Player education
Marketing and promotions
Thank you!
y
Rick Sleaver
Director of Regulatory Affairs
Arrow Games/Bazaar & Novelty
[email protected]
@
g
www.arrowgames.com