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Colorado Lottery New Game Research Collaborative Review June 15, 2012

Colorado Lottery New Game Research Collaborative Review June 15, 2012

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Colorado Lottery New Game Research Collaborative Review June 15, 2012

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  1. Colorado Lottery New Game ResearchCollaborative ReviewJune 15, 2012 Prepared by: 10532 NE 68th Street – Suite D200, Kirkland, WA 98033 (425) 827-6111 info@crestwoods.com

  2. Contents Colorado Lottery New Game Research

  3. Research Objectives Colorado Lottery New Game Research Overall New Game Research Project Objectives: • Provide insights into trial likelihood and long-term game revenue potential for the new games, specifically to replace Match Play. • Determine opportunities to optimize the current Lotto game. • Estimate the business impact on the current Colorado Lottery portfolio; recommend specific games for pursuit, if any. • Identify issues and opportunities for enhancement for each of the prospective games in terms of their: • Game design, • Positioning/Messaging, and • Marketing requirements. Quantitative Research: • Determine if any of the games could achieve a $0.08 per cap • Isolate the Lotto Plus upside • Recommend games for development • Provide guideposts to increase success

  4. Research Methodology Colorado Lottery New Game Research • 1,003online interviews were conducted among Colorado adults by Crestwood Associates between May 7, 2012 and May 15, 2012; average interview length was 22 minutes. • Respondent criteria was as follows: • 18 years of age or older • Colorado residents • No members of the household working in market research, for a gaming company, or for a retailer engaged in the selling of Lottery tickets • All were past 6 month Lottery players • Quotas were identified and maintained for the key Colorado Lottery segments: • C-Store Dreamers (n=229) • Jackpot Hounds (n=220) • Young, Entitled, Spontaneous Men (n=67) • Female Fun Squad (n=242) • Traditional, Older, Small Splurgers (n=245) • To ensure that collected data was representative of the true demographic makeup of Colorado, data was weighted according to the state’s 2010 US Census data for age, sex, ethnicity, and race.

  5. Overall Research Plan Initial Game Development New Lottery Game Success Components Focus Groups: Boulder – Denver Seven Games Quantitative Research: n=1000 Four Games Analysis and Recommendations Go To Market Colorado Lottery New Game Research

  6. Games Evaluated in Quantitative Research Colorado Lottery New Game Research Players were exposed to a game concept, which was then removed prior to their being asked for top-of-mind reactions. The concepts were then shown again for the player to refer to in answering several more, in-depth questions. Full size slide concepts can be found in the Appendix to this report.

  7. Evaluation Process and Survey Flow 1 Timed viewing of concept(s): Respondents are exposed to a single concept or image for a limited period to replicate the brief, initial experience the consumer uses to make an initial evaluation. 2 Top-of-mind exploration: Once the concept disappears, respondents are asked a series of questions aimed specifically at gathering initial communications and top–of-mind reactions. The back button is disabled to insure all responses are unaided. 3 In-depth investigation with concept(s) present: Respondents answer additional probes with the concept present. Exposure time and responses are not controlled. 4 Side-by-side comparison of all the concepts: Concepts are viewed together and preferences are obtained. This comparison provides additional insights and exacerbates differences between concepts. Colorado Lottery New Game Research Game descriptions were presented using a variant of the Crestwood PreVuTM process designed to best capture top-of-mind reactions. Overall benefits of the PreVuTM process include:

  8. Executive Summary Colorado Lottery New Game Research

  9. Overall Observations Colorado Lottery New Game Research • Overall, one game, 5 Card Cash appears to have the potential to meet the minimum per cap target: • 5 Card Cash was perceived as both easy to understand and unique. • Key defining characteristics are the 2 games in 1, cards theme, prize structure and instant win component. • While player expectations are similar to other games, the daily play and higher churn odds provide a higher sales expectation. • The Lotto Plus game appeals to current Lotto Playersand should generate incremental 10-15% Lotto sales: • Lotto Plus has a targeted appeal among current players. • The game is not expected to significantly change overall Lotto play patterns. • Neither Colorado 3 nor Lucky in Life appear to have the opportunity to break through. • The simplified Colorado 3 game was still too difficult to understand: • The core of prior Pick 3 players was both small and not particularly inspired. • Key appeal of the game was three numbers, choosing how the numbers come up, and $0.50 wagers. • Projected play patterns were consistent with other Western jurisdictions, and thus was primarily limited to a small core of players. • Lucky in Life suffered from lower uniqueness and the odds hurt the game. • Players like the top prize and the lower level win chances. • Little enthusiasm was generated, and only a few would be loyal to the game.

  10. Stated and Estimated Purchase Intent Stated and Estimated Purchase Intent Base = All Respondents (n=1,003) Upper case letters indicate significance at the 95% confidence level Lower case letters indicate significance at the 80% confidence level Q2. Based on this description, if this game were available, how likely would you be to buy this game the next time you purchase lottery games? Colorado Lottery New Game Research While stated purchase intent for 5 Card Cash, Lucky in Life, and Lotto Plus was fairly high, actual trial is anticipated to be much lower. Assuming 100% awareness, Crestwood estimates that 21% would try 5 Card Cash, 17% would try Lucky in Life, 15% would try Lotto Plus, and 13% would try Colorado 3. Only 5 Card Cash had strong Very Likely to purchase intent.

  11. Lotto Plus Top of Mind Segmented Purchase Intent Lotto Plus Top of Mind Purchase Intent – Lotto Players vs. Non Lotto Players Base = All Respondents Total (n=1,003), Young, Entitled, Spontaneous Men (n=67), Traditional, Older, Small Splurgers (n=245), Female Fun Squad (n=242), C-Store Dreamers (n=229), Jackpot Hounds (n=220) Upper case letters indicate significance at the 95% confidence level Lower case letters indicate significance at the 80% confidence level Q2. Based on this description, if this game were available, how likely would you be to buy this game the next time you purchase lottery games? Colorado Lottery New Game Research Overall, Lotto Plus is more appealing to current Lotto Players. 55% of Lotto Players and 28% of Non Lotto Players indicated they were somewhat or very likely to purchase Lotto Plus. Lotto play appears to be more discriminating than Player Segmentation for Lotto Plus as an “add-on.”

  12. Colorado 3 Top of Mind Purchase Intent by Pick 3 Awareness Colorado 3 Top of Mind Purchase Intent by Pick 3 Awareness Base = All Respondents Aware of or Played Pick 3 (n=173), Unaware of Pick 3 (n=534) Upper case letters indicate significance at the 95% confidence level Lower case letters indicate significance at the 80% confidence level • Q2. Based on this description, if this game were available, how likely would you be to buy this game the next time you purchase lottery games? • Q20. Have you ever heard of or played the game Pick 3 from another Lottery? Colorado Lottery New Game Research Those who have heard of or played Pick 3 from another Lottery are more interested in playing Colorado 3 than those previously unaware of the game. 24% of those aware of Pick 3 consider themselves very likely to purchase Colorado 3, whereas 10% of those unaware would be very likely to purchase the game.

  13. Most Preferred New Game Concept • 5 Card Cash was most appealing overall and particularly favored by the C-Store Dreamers, Female Fun Squad, and Jackpot Hound segments. • Interestingly, 5 Card Cash was preferred over Lucky in Life by nearly 2:1 among 18 to 34 year old players while among those 35 and older were evenly split with 35% preferring 5 Card Cash and 32% preferring Lucky in Life. • Lucky in Life preference was stronger among those who play traditional jackpot games, such as the C-store Dreamers, Jackpot Hounds, and those age 35+. Most Preferred New Game Concept Base = All Respondents Total (n=1,003), Young, Entitled, Spontaneous Men (n=67), Traditional, Older, Small Splurgers (n=245), Female Fun Squad (n=242), C-Store Dreamers (n=229), Jackpot Hounds (n=220) • Q12. Please rank each of the concepts you have just evaluated in order of overall preference with 1 being the game you most prefer and 3 being the game you least prefer. Upper case letters indicate significance at the 95% confidence level Lower case letters indicate significance at the 80% confidence level Colorado Lottery New Game Research

  14. Favorite Games – Select Open Ends Colorado 3 Perceived winnability and costs were considered strengths. There was also some recognition of Numbers play from other jurisdictions. “Best chance to win.” “Because it has good odds and a good price.” “Less risky.” “Quick & easy.” “I like the $.50 bets.” “ONLY COST $1.00 TO PLAY.” “Kind of like horse betting.” “Because we had a game similar to this in Michigan.” “It was fun, appeared to be a better deal.” Q14. Why did you select [Insert game most preferred from Q12 (Q12=1)] as the game you liked least? Colorado Lottery New Game Research Lotto Plus As an add-on to the current Lotto game, Lotto Plus’ strengths were it’s ease of application, it’s cost and the 4X multiplier factor. “Easy to understand.” “Easy to understand - bigger payoff.” “I like lotto already so $1 more doesn't seem horrible. Also like the winnings times 4.” “Quadruple the winnings.” “4 times win.” “Best result possibilities for the money.” 5 Card Cash Ease of play, the Poker style theme, and odds were considered strengths. “Easiest to play and understand.” “Simple, buy it! Check it! Celebrate!” “It seemed the most fun.” “I like that you don’t have to select numbers” “I like the Poker element and fact that you can spot a winner without having to wait for a drawing.” “I like that the concept is different than a typical drawing and I prefer cards to other forms of gambling.” “Seemed mostly likely to win.” “Better odds” Lucky in Life Strengths included the games top prize and the name. The game was also perceived to be different from existing games. “The whole appeal to me with a lottery is that it is possible to win a jackpot that will change your life...the others games don't offer a real jackpot.” “Like the concept of $1000 per day for life.” “1000 a day for 30 years top prize.” “I LIKE THE NAME.” “I like the name and the fact that I can win $1000/day.” “It has the best overall winnings and is the most different from games I already play. It is a good value for my money as well.”

  15. Ease of Understanding & Differentiation Ease of Understanding & Differentiation – Top-2 Box Summary (Agree) Base = All Respondents (n=1,003) • Q6/Q7. Using the scale provided, how strongly do you disagree or agree with the following? Upper case letters indicate significance at the 95% confidence level Lower case letters indicate significance at the 80% confidence level Colorado Lottery New Game Research Overall, all games with the exception of Colorado 3 were perceived as easy to understand by 60% or more of those surveyed. 5 Card Cash and Colorado 3 were perceived as the most new and different.

  16. General Game Perceptions General Game Perceptions – Top-2 Box Summary (Agree) Base = All Respondents (n=1,003) • Q6/Q7. Using the scale provided, how strongly do you disagree or agree with the following? Colorado Lottery New Game Research Overall, 5 Card Cash and Lucky in Life received the highest perception ratings. Key differentiation was found in fun to play, prize structures and winnability. Few agree however, that these games provide good value, have good odds, or believe they would play these games regularly.

  17. Leverage Grid Analysis Hot Buttons: Key Drivers. These are essential attributes that are perceived highly. Points of leverage – Promote. Opportunities: Highly motivating but not universally perceived as well delivered. Potential paradigm shifters – Invest. Derived Motivation Cost of Entry: Although considered well delivered, will not create incremental business. Represent norms or standards – Maintain. Irrelevant: Not seen as important. Insufficient motivation to build value; Efforts may have no effect - Ignore. Perceived Delivery Colorado Lottery New Game Research The attributes reviewed were statistically linked to purchase intent to arrive at a derived motivation score. The motivational impact was plotted in relation to the perceived delivery of each of the attributes to highlight the most leveragable attributes to generate trial. A summary of the resulting plots, seen on the following page may be interpreted as follows:

  18. 5 Card Cash Attribute Leverage Hot Buttons Opportunities Derived Motivation Cost of Entry Irrelevant Perceived Delivery Colorado Lottery New Game Research Strengths include the 2 games in 1 aspect as well as the game appears fun to play, promoting these will have positive effect as they are moderately motivating. Improving perceptions of I think I would play this game regularly and this game provides good value for my money are opportunities as they are considered motivating but prospective players are not yet sold on them.

  19. Lucky in Life Attribute Leverage Opportunities Hot Buttons Derived Motivation Irrelevant Cost of Entry Perceived Delivery Colorado Lottery New Game Research Strengths include appears fun to play, can win by just matching the Lucky Ball, I can choose my own numbers or use Quick Pick, and I like the name. Note the prizes were not motivating. Improving perceptions of I think I would play this game regularly and this game provides good value for my money are opportunities as they are considered motivating but prospective players are not yet sold on them.

  20. Colorado 3 Attribute Leverage Opportunities Hot Buttons Derived Motivation Irrelevant Cost of Entry Perceived Delivery Colorado Lottery New Game Research Strengths include the game appears fun to play and I like that I can choose how my numbers come up, promoting these will have positive effect as they are moderately motivating. Improving perceptions of I think I would play this game regularly and this game provides good value for my money are opportunities as they are motivating, but only among a small group.

  21. Lotto Plus Attribute Leverage Opportunities Hot Buttons Derived Motivation Irrelevant Cost of Entry Perceived Delivery Colorado Lottery New Game Research The only strength identified for Lotto Plus is that the game appears fun to play, promoting this will have positive effect as they are moderately motivating. Improving perceptions of I think I would play this game regularly and this game makes me want o play Lotto more often are opportunities as they are considered motivating but prospective players are not yet sold on them.

  22. Lotto Plus Estimated % of Time Purchasing Game Lotto Plus Estimated % of Time Purchasing Game Base = Would Buy Game Total (n=783), Young, Entitled, Spontaneous Men (n=56), Traditional, Older, Small Splurgers (n=134), Female Fun Squad (n=194), C-Store Dreamers (n=200), Jackpot Hounds (n=199) • Q5a. What percent of the time do you think you might spend the extra $1 to add the Lotto Plus option? Upper case letters indicate significance at the 95% confidence level Lower case letters indicate significance at the 80% confidence level Colorado Lottery New Game Research Those who would buy Lotto Plus would purchase the add-on about half the time.

  23. Key Business Dynamics Colorado Lottery New Game Research 5 Card Cash has the highest anticipated trial among the games evaluated followed by Lucky in Life. Anticipated purchase frequency is highest for both the daily games. Lucky in Life, while only trailing somewhat in trial, is hampered by lower purchase frequency and spend per play. Colorado 3 appears to have high spending, but is limited to a concentrated audience; sales are low due to low trial and poor stickiness with 1:167 odds, thus will have a small sustaining base. Lotto Plus has the lowest annual spend, even amongst those who say they will try the game.

  24. Sustaining Sales Forecast Notes: 1. Awareness levels based upon SWAG and 2010 Image Study reported 46% Match Play “aided” awareness. 2. Balance of forecast based upon key business metrics and Crestwood formula Colorado Lottery New Game Research Game sales on all games will be dependent on awareness generated. 5 Card Cash generates the highest sales potential, followed by Lucky in Life and Colorado 3 (Lotto Plus is shown following) Sales forecast is for sustaining levels, post introductory efforts.

  25. Lotto Plus Sales Forecast Colorado Lottery New Game Research Lotto Plus is expected to increase Lotto sales by up to 14%; almost all gains will come from Players. Minimal cannibalization of current sales is expected as the majority of transactions appear to be single ticket.

  26. Sources of Growth – Cannibalization of Existing Games Sources of Growth and Cannibalization Base = All Respondents (n=1,003) Colorado Lottery New Game Research Much of the spending would result from cannibalization of existing products with 2-3% incremental sales. More than half of the spending is predicted to be cannibalized from Scratch (24% - 27%) and Powerball (27%) while 22% to 26% of the spending would come from the existing Lotto game. Cash 5 would see few adverse effects. Retained Match Play sales will probably merge into other games in general.

  27. Conclusions & Recommendations Colorado Lottery New Game Research • All of the games tested were basically considered “Lottery” games and thus would only incrementalize the business; there are no game changers. • None of the games showed truly broad based trial intent. • Play patterns were similar to existing games. • Games tested primarily cannibalized current sales. • Beyond trial interest, the main differences accrued to game construction. • The 5 Card Cash game shows the greatest potential: • Has the highest sales potential. • Is perceived to be the most unique. • The game structure supports stronger “stickiness.” • Instant win portion is a key differentiator. • Instant win odds support continued churn. • The daily frequency supports both planned and spontaneous play. • The Lotto Plus game appears to have low risk and should be pursued as a niche opportunity: • Sales expectations appear to mirror post introductory jackpot game add-ons. • However, half of those who like the game will make it a regular play. • Unfortunately, it does not appear to add to the appeal of the base game, thus may not change long term trends.

  28. Conclusions and Recommendations (con’t) Colorado Lottery New Game Research • Key success factors for 5 Card Cash will be: • Targeting at the current Lotto type players, such as C-store Dreamers and Jackopot Hounds; YES Men are a developmental opportunity • Maintaining awareness at retail • Establishing the perception of fun and 2 games in 1, particularly leveraging the key differences of instant win and the card theme • The 5 Card Cash name should be retained. • Leveraging the churn prize potential • We have fears about continuing Lucky in Life: • The top prize appeal is well understood and strong • The game was not seen as unique, resulting in relatively low trial • Even though odds and stickiness appear in line, purchasing characteristics are low • We recommend closely monitoring the New England success to measure sustainability after the abnormal awareness from the initial hit • Unfortunately, even after the simplification of the game, Colorado 3 could not break out: • While there is higher interest among those aware of the game, those players only represent one quarter of the population • Without a stronger tradition, stickiness at current odds is bothersome • Results are similar to other Western states.

  29. Detailed Findings Colorado Lottery New Game Research

  30. Game Reviews 5 Card Cash Lucky in Life Colorado 3 Lotto Plus Colorado Lottery New Game Research

  31. A fun new way to play Poker where your hand has 2 ways to win! 5 Card Cash 5 Card Cash is a game where you get 2 ways to play your hand—an instant win game and an evening draw game with one ticket. You can win up to $100,000 in the nightly drawings and $5,000 instantly. When you play 5 Card Cash, your ticket will print with 5 quick picked playing cards. You win instantly if your 5 Card Cash hand is a pair of Jacks or better, and the words "Instant Winner" will print right on your ticket. You can also win again in the nightly drawings by matching 2 or more cards in any order. Cost per play: $2. Check your instant win hand to see if you won instantly! Check your draw wins that evening for the same cards Sampleticket

  32. 5 Card Cash Top of Mind Purchase Intent 5 Card Cash Top of Mind Purchase Intent Base = All Respondents Total (n=1,003), Young, Entitled, Spontaneous Men (n=67), Traditional, Older, Small Splurgers (n=245), Female Fun Squad (n=242), C-Store Dreamers (n=229), Jackpot Hounds (n=220) Upper case letters indicate significance at the 95% confidence level Lower case letters indicate significance at the 80% confidence level Q2. Based on this description, if this game were available, how likely would you be to buy this game the next time you purchase lottery games? Colorado Lottery New Game Research Overall, half of all players surveyed indicated they would be somewhat or very likely to purchase 5 Card Cash. Jackpot Hounds are the most likely to purchase the game (75%) followed by C-Store Dreamers (60%), YES Men (54%) and members of the Female Fun Squad (48%). Traditional, Older, Small Splurgers found the game less attractive, only 19% indicated they were somewhat or very likely to purchase the game.

  33. 5 Card Cash Stated and Estimated Purchase Intent 5 Card Cash Stated and Estimated Purchase Intent Base = All Respondents Total (n=1,003), Young, Entitled, Spontaneous Men (n=67), Traditional, Older, Small Splurgers (n=245), Female Fun Squad (n=242), C-Store Dreamers (n=229), Jackpot Hounds (n=220) Q2. Based on this description, if this game were available, how likely would you be to buy this game the next time you purchase lottery games? Colorado Lottery New Game Research 5 Card Cash was most appealing to YES Men, C-Store Dreamers and Jackpot Hounds; at 100% awareness Crestwood expects a little over a quarter would try the game. Traditional, Older, Small Splurgers show very little interest in purchasing the game.

  34. 5 Card Cash Top of Mind Purchase Intent by Age & Ethnicity 5 Card Cash Top of Mind Purchase Intent by Age & Ethnicity Base = All Respondents Total (n=1,003), Age 18-34 (n=141), Age 35+ (n=862), Hispanic or Latino (n=86), Not Hispanic or Latino (n=917) Upper case letters indicate significance at the 95% confidence level Lower case letters indicate significance at the 80% confidence level Q2. Based on this description, if this game were available, how likely would you be to buy this game the next time you purchase lottery games? Colorado Lottery New Game Research 5 Card Cash is more appealing to younger players and Hispanic or Latino players.

  35. 5 Card Cash Ease of Understanding & Differentiation 5 Card Cash Ease of Understanding & Differentiation – Top-2 Box Summary (Agree) Base = All Respondents Total (n=1,003), Young, Entitled, Spontaneous Men (n=67), Traditional, Older, Small Splurgers (n=245), Female Fun Squad (n=242), C-Store Dreamers (n=229), Jackpot Hounds (n=220) • Q6/Q7. Using the scale provided, how strongly do you disagree or agree with the following? Upper case letters indicate significance at the 95% confidence level Lower case letters indicate significance at the 80% confidence level Colorado Lottery New Game Research Overall, approximately two thirds of the players surveyed perceived 5 Card Cash to be easy to understand and perceived the game to be new and different. Jackpot Hounds and C-Store Dreamers were most favorable toward the game. While YES Men and Traditional, Older, Small Splurgers tended to be less favorable toward the game overall, 50% or more perceived the game to be easy to understand, though only 45% of the Traditional, Older, Small Splurgers perceived the game to be new and different.

  36. 5 Card Cash Perceptions 5 Card Cash Perceptions – Top-2 Box Summary Base = All Respondents Upper case letters indicate significance at the 95% confidence level Lower case letters indicate significance at the 80% confidence level Q8 Based on this description, please tell us the extent to which you disagree or agree with each of the following statements. Colorado Lottery New Game Research Overall, 5 Card Cash generated strong, positive perceptions. Only one third agreed however that this game provides good value for my money, this game has good odds, or that they would play this game regularly – these scores were pulled down by lower scores among the Traditional, Older, Small Splurgers and Female Fun Squad segments.

  37. 5 Card Cash Average Estimated Annual Purchases 5 Card Cash Average (Mean) Estimated Annual Purchases Base = Would Purchase 5 Card Cash Total (n=801), Young, Entitled, Spontaneous Men (n=53), Traditional, Older, Small Splurgers (n=136), Female Fun Squad (n=210), C-Store Dreamers (n=205), Jackpot Hounds (n=208) Q3. Based on this description, if this game were available, how often do you think you would you buy it? Upper case letters indicate significance at the 95% confidence level Lower case letters indicate significance at the 80% confidence level Colorado Lottery New Game Research Overall, respondents who would play 5 Card Cash indicate they would buy it approximately 39 times per year or 3 times per month. YES Men (76 times per year/6 times per month) and Jackpot Hounds (51 times per year/4 times per month) believe they would play the game most often while C-Store Dreamers, members of the Female Fun Squad, and Traditional, Older, Small Splurgers anticipate playing less often.

  38. 5 Card Cash Average Estimated Plays per Purchase 5 Card Cash Average (Mean) Estimated Plays per Purchase Base = Would Purchase Game Total (n=801), Young, Entitled, Spontaneous Men (n=56), Traditional, Older, Small Splurgers (n=136), Female Fun Squad (n=210), C-Store Dreamers (n=205), Jackpot Hounds (n=208) • Q4. You indicated you would buy this game [INSERT Q3 RESPONSE]. If this game was available, how many plays do you think you might purchase at one time? Upper case letters indicate significance at the 95% confidence level Lower case letters indicate significance at the 80% confidence level Colorado Lottery New Game Research Those who would purchase 5 Card Cash would probably purchase 2-3 tickets at a time.

  39. 5 Card Cash Average Satisfactory Win Amount 5 Card Cash Average (Median) Satisfactory Win Amount Base = Would Buy Game Total (n=810), Young, Entitled, Spontaneous Men (n=54), Traditional, Older, Small Splurgers (n=138), Female Fun Squad (n=203), C-Store Dreamers (n=209), Jackpot Hounds (n=206) Upper case letters indicate significance at the 95% confidence level Lower case letters indicate significance at the 80% confidence level • Q9. As you know, not all lottery purchases result in someone winning a top prize. With this in mind and assuming you spent ___to play this game, what amount of money would you need to win from this game to be satisfied enough to play again? Colorado Lottery New Game Research A win of $10 would be viewed as satisfactory by 50% of the 5 Card Cash players C-Store Dreamers have a lower satisfactory win amount of $5.

  40. 5 Card Cash Average Loss Tolerance 5 Card Cash Average Loss Tolerance Base = Would Buy Game Total (n=806), Young, Entitled, Spontaneous Men (n=54), Traditional, Older, Small Splurgers (n=138), Female Fun Squad (n=202), C-Store Dreamers (n=207), Jackpot Hounds (n=205) Upper case letters indicate significance at the 95% confidence level Lower case letters indicate significance at the 80% confidence level • Q10. Earlier, you mentioned that you might purchase ___plays when buying this game. Approximately how many times do you think you would be willing to play this game without having a satisfactory instant win? Colorado Lottery New Game Research Most indicate they would play 4 or 5 times without a win before giving up on 5 Card Cash. The Female Fun Squad, C-Store Dreamers, and Jackpot Hounds segments have the highest loss tolerance.

  41. Leveraging 5 Card Cash for Maximum Trial Hot Buttons Opportunities Derived Motivation Cost of Entry Irrelevant Perceived Delivery Colorado Lottery New Game Research Strengths include the 2 games in 1 aspect as well as the game appears fun to play, promoting these will have positive effect as they are moderately motivating. Improving perceptions of I think I would play this game regularly and this game provides good value for my money are opportunities as they are considered motivating but prospective players are not yet sold on them.

  42. Leveraging 5 Card Cash Colorado Lottery New Game Research

  43. 5 Card Cash Favorite Alternate Names 5 Card Cash Favorite Alternate Names Base = Would Buy Game Total (n=810), Young, Entitled, Spontaneous Men (n=54), Traditional, Older, Small Splurgers (n=138), Female Fun Squad (n=203), C-Store Dreamers (n=209), Jackpot Hounds (n=206) Q15. The Colorado Lottery is considering other names for this game; from this list, please rank these 3 choices in priority of names. Upper case letters indicate significance at the 95% confidence level Lower case letters indicate significance at the 80% confidence level Colorado Lottery New Game Research • 5 Card Cash tested best overall, however, this was possibly biased by the fact that it was the name the game was evaluated under. • Overall, respondents were open to the other names: • 5 Card Draw had fairly high preference overall and was favored by the Female Fun Squad and the C-Store Dreamers. • Poker Pick was the least favored, though it was preferred by the YES Men.

  44. Game Reviews 5 Card Cash Lucky in Life Colorado 3 Lotto Plus Colorado Lottery New Game Research

  45. Lucky in Life Win $1,000 every day! Choose 5 numbers and 1 Lucky Ball number or use Quick Pick Lucky in Life gives you the chance to win $1,000 per day! Playing Lucky in Life is easy: just pick five (5) numbers from 1 to 40 and a “Lucky Ball” number from 1 to 21 on the play slip, or choose Quick Pick. You win if you match the Lucky Ball or at least two (2) numbers drawn by the lottery. If you match all 5 numbers and the Lucky Ball, you win $1,000 per day. The $1,000 per day is for 30 years. Lucky in Life is played in Colorado, Oklahoma, and Arizona. Drawings are held twice a week. Price per play is $2. Check your numbers in the drawing to see if you won. Sampleticket

  46. Lucky in Life Top of Mind Purchase Intent Lucky in Life Top of Mind Purchase Intent Base = All Respondents Total (n=1,003), Young, Entitled, Spontaneous Men (n=67), Traditional, Older, Small Splurgers (n=245), Female Fun Squad (n=242), C-Store Dreamers (n=229), Jackpot Hounds (n=220) Upper case letters indicate significance at the 95% confidence level Lower case letters indicate significance at the 80% confidence level Q2. Based on this description, if this game were available, how likely would you be to buy this game the next time you purchase lottery games? Colorado Lottery New Game Research Overall, 46% of the players surveyed indicated they would be somewhat or very likely to purchase Lucky in Life. YES Men are especially likely to purchase Lucky in Life. Jackpot Hounds are the most likely to purchase the game (68%) followed by YES Men (57%), C-Store Dreamers (55%), and members of the Female Fun Squad (37%). Traditional, Older, Small Splurgers found the game less attractive, only 18% indicated they were somewhat or very likely to purchase the game.

  47. Lucky in Life Stated and Estimated Purchase Intent Lucky in Life Stated and Estimated Purchase Intent Base = All Respondents Total (n=1,003), Young, Entitled, Spontaneous Men (n=67), Traditional, Older, Small Splurgers (n=245), Female Fun Squad (n=242), C-Store Dreamers (n=229), Jackpot Hounds (n=220) Q2. Based on this description, if this game were available, how likely would you be to buy this game the next time you purchase lottery games? Colorado Lottery New Game Research Lucky in Life was most appealing to YES Men, C-Store Dreamers and Jackpot Hounds; at 100% awareness Crestwood expects about a quarter would try the game. Traditional, Older, Small Splurgers show very little interest in purchasing the game.

  48. Lucky in Life Top of Mind Purchase Intent by Age & Ethnicity Lucky in Life Top of Mind Purchase Intent by Age & Ethnicity Base = All Respondents Total (n=1,003), Age 18-34 (n=141), Age 35+ (n=862), Hispanic or Latino (n=86), Not Hispanic or Latino (n=917) Upper case letters indicate significance at the 95% confidence level Lower case letters indicate significance at the 80% confidence level Q2. Based on this description, if this game were available, how likely would you be to buy this game the next time you purchase lottery games? Colorado Lottery New Game Research Lucky in Life is more appealing to younger players and Hispanic or Latino players.

  49. Lucky in Life Ease of Understanding & Differentiation Lucky in Life Ease of Understanding & Differentiation – Top-2 Box Summary (Agree) Base = All Respondents Total (n=1,003), Young, Entitled, Spontaneous Men (n=67), Traditional, Older, Small Splurgers (n=245), Female Fun Squad (n=242), C-Store Dreamers (n=229), Jackpot Hounds (n=220) • Q6/Q7. Using the scale provided, how strongly do you disagree or agree with the following? Upper case letters indicate significance at the 95% confidence level Lower case letters indicate significance at the 80% confidence level Colorado Lottery New Game Research Overall, approximately two thirds found Lucky in Life easy to understand, however, 48% agreed that it was new and different. The game appeared to resonate more strongly with the Jackpot Hounds and C-Store Dreamers than other segments who were less likely to perceive the game as differentiated.

  50. Lucky in Life Perceptions Lucky in Life – Top-2 Box Summary Base = All Respondents Upper case letters indicate significance at the 95% confidence level Lower case letters indicate significance at the 80% confidence level Q8 Based on this description, please tell us the extent to which you disagree or agree with each of the following statements. Colorado Lottery New Game Research Overall, players like the top prize, like choosing their own numbers or using Quick Pick, and like that they can win by just matching the Lucky Ball. Lucky in Life was not perceived positively for its odds, value, or as a game to play regularly.