0. Arkansas Scholarship Lottery Player Rewards Programs
David Barden
ASL Vice President of Gaming

1. Overview
The Arkansas Scholarship Lottery (ASL) launched an innovative, multi-faceted marketing program that offers additional opportunities for players to win cash as well as the chance to earn points that can be redeemed for prizes.

2. Rewards Programs Customers are familiar with rewards programs.
Ex. Banks, Airlines, Hotels, and Grocery Stores.
Some objectives of rewards programs: - Retain existing customers. - Reward most valuable customers. - Acquire new customers. - Establish customer relationship. - Understand purchase behavior. - Improve marketing efficiency. - Build sales.

3. Rewards Program Participation is Soaring
+35%
+38%
Source: Colloquy Industry Survey 3

4. Websites vs. Players’ Clubs vs. Rewards Programs
No Commit ment
Casual Inquiries and General Information
Minimal Commitment (Opt-In)
Better Information, Entertainment, and Interaction
More Commitment (Enter Tickets)
Tangible Benefits
Players’ Club
Rewards Program
Website 4

5. Rewards Programs
With robust rewards offerings available in the marketplace already and a growing emphasis on online interactivity, player rewards programs are a natural progression for the lottery industry.

6. ASL Opportunities
Build a strong relationship with players from launch.
Maintain player interest.
Reward players for playing our games.
Provide added value for instant games.
Maintain top prize availability throughout the life of an instant game.
Create a dynamic and engaging web presence.
Communicate directly with players through .

7. Program Introduction
ASL online player services fall under the umbrella players’ club named The Club.
Instant vendor Scientific Games administers the player services, website, and drawings.

8. Program Introduction
Player registration began with the lottery startup on September 28, 2009.
Players register for a free account with their address, contact information, and password.

9. The Club Access to Play It Again™ and Points for Prizes™ services.
Players’ Club benefits include:
Lottery updates.
Website with lottery news and events.
Player polls.
Access to Play It Again™ and Points for Prizes™ services.

10. ASL Website

11. The Club Log In Page

12. Play It Again™
One top prize amount is awarded through a second-chance drawing at the end of every instant game.
Players submit non-winning tickets online.
Allows a top prize to remain available to players throughout the life of every game.

13. Submitting Non-Winning Tickets
All player services are accessed online. Mailed ticket entries are not accepted.
Winning tickets are not accepted.
The player enters a 12-digit number from the ticket front and a 13-digit number from the ticket back.

14. Ticket Markings
“Visit myarkansaslottery.com to Play It Again!” is printed on both side borders of every ticket.
Entry instructions and Points for Prizes™ logo appear on the back of tickets.

15. Additional Second-Chance Drawings
Some instant games feature additional second-chance opportunities for prizes such as trips or prize packs.
Web-based games offer players a predetermined, interactive game to reveal their entries.
Ex. The Price Is Right® and World Poker Tour®

16. Points for Prizes™
Announced in January 2010 and implemented in February.
For every non-winning ticket entered, players also earn rewards points that can be redeemed in drawings or for merchandise.

17. Points Redemption Center
Catalog includes:
Lottery-branded merchandise (t-shirts, hats, etc.)
Apparel, accessories, outdoor items, electronics, and other merchandise.
Gift cards, magazine subscriptions, and discounts.
Enter for occasional prize drawings including trips.
Music downloads coming soon.

18. Ticket Entry Process Submit Ticket Special Edition Drawing Entry
1 Entry for Play It Again™
Special Edition Drawing Entry
Points for Prizes™ Points

19. Total Registered Players

20. Impact of Introducing Points for Prizes™

21. Entry Activity through mid-March 2010
Approximately 18% of eligible tickets have been entered by players.
• Approximately 3,000 items have been redeemed
from the Points for Prizes™ store.
• Top item by quantity ordered: restaurant.com
certificate (1,763 ordered to date).
$191,000 awarded in Play It Again™ prizes.

22. Entry Activity through mid-March 2010
More than 122,000 registered players since launch.
Approximately 1,500 new registrations per week.
More than 11 million non-winning tickets entered.
More than 103 million Points for Prizes™ points earned.

23. Continuing to Grow – target specific game or multiple games;
ASL’s player rewards programs will continue to grow and change to maintain the relationship these programs have established with players.
• “Double Points” promotions:
– target specific game or multiple games;
– limited time periods or for life of game.
• Excellent opportunity to spur sales for slower
moving/older games.
• “On Sale” store items:
– limited time “points pricing reductions” on featured items within PFP store.

24. - Ashley Henderson, Hensley, AR
“This is the greatest thing ever!! I love to get away from life and just sit down to enter all of my non winning tickets to win something else!!!! Thanks for doing this. Keep me updated for any other ideas ya'll come up with.”
- Ashley Henderson, Hensley, AR