Go for the Gold with new retailer incentive Hot Lotto is getting even ...

May 2013
Volume 24
Issue 5
On May 12, Hot Lotto ® will become an
all cash jackpot game with the Lottery
covering the taxes on the jackpot!
Hot Lotto will no longer offer annuity
and cash options on the jackpot.
Instead, players will take home just
one all-cash lump sum. For example, if
the Hot Lotto jackpot is $10 million, the
Lottery will be paying the
required withholding
taxes (currently
25 percent
federal and
7.25 percent
Hot Lotto is getting even hotter in May
state) so that the winner gets a check
for the entire $10 million jackpot.
Many of the non-jackpot prize levels
are also increasing.
To help get the new game off to a
good start and drive players to your
business, the Lottery is offering a
player promotion, running television
ads and sending point-of-purchase
materials to all retailers.
From May 12 – June 8, 2013, players
who purchase $5 or more of Hot Lotto
on one ticket will receive a free $1 Hot
Lotto ticket. The free ticket will print
automatically after a qualifying ticket
prints.
“Players love free tickets!” said Lottery
Sales and Marketing Director John
Mellein. “For an entire month, retailers
will see higher sales from regular Hot
Lotto players as well as from players
who have never purchased a Hot Lotto
ticket before.”
Because of the changes to the game,
the number of advance draws available
for purchase began a count down in
March and will continue to decline
each drawing until the new game
starts. On May 12, players will once
again be able to purchase up to 14
advance drawings on their Hot Lotto
tickets.
These changes, along with the fact that
Tennessee will be joining the game,
are expected to create bigger jackpots,
leading to more sales and higher
commissions for retailers.
1
Go for the Gold with new retailer incentive
Both players and retailers will be able
to go for the gold with the Minnesota
Gold family of games. Launching
May 14, the newest family of games
offers players the chance to win up
to $200,000. Retailers can also win
some golden prizes through a retailer
incentive.
Beginning May 14 through June 10,
one retailer in each of the six regions
will compete to win the equivalent of
1 oz. of gold—valued at approximately
$1,650. In addition, the top 10 retailers
from each territory will win $100 in
cash and eight $25 Visa gift cards.
Retailers with the highest Minnesota
Gold family of games sales increase
during the first four weeks of sales
compared to the Neon family of games
will be eligible to win prizes. Please
note that retailers that were not active
when the Neon family of games were
on sale will be assigned a goal based
on the average sales of like businesses
in the territory. Point-of-purchase kits
will be mailed out around May 9 and
will include more details about the
incentive.
To help increase your Minnesota Gold
family of games sales during the
incentive period, display the tickets
in your on-counter ticket dispenser.
Please be sure to display the POP
materials in a prominent area to
help raise awareness about the
games. Also, do not forget to ask
for the sale. Good luck!

Mailings update
Consolidated mailings start with the May 14 launch of the
Minnesota Gold family of games!
In order to streamline game and promotional information for
you and your staff, all pieces for a promotion and/or game
launch will now be delivered by Spee-dee in a large point-ofpurchase
kit.
This means you won’t receive separate mailings for the odds
posters and 4" x 4" voids.
The wrap kit will be included in the POP kit instead of with the
initial allocation of tickets.
The information will all be available in one mailing for you
to review and place. This will save you and your staff time
searching for the pieces that you need.
The POP kit will typically be delivered the last half of the week
before game start. On rare occasions, there may have to be a
separate mailing due to delays in printing or other issues.
The DOGS PLAYING POKER TM
scratch game that launches
June 4 includes an extended
play option for players
through our Players Club.
Players can log on to
LuckyMN.com and play
additional poker games for
free. Non-winning tickets
can also be submitted on
LuckyMN for the chance to
win up to $5,000. Direct
players to LuckyMN for
more information once
the game starts.
DOGS PLAYING POKER is a trademark of Alchemy3,
LLC. Used under license. All rights reserved.
The Lottery’s Top Sellers recognizes retailers for exceptional sales performance.
Each of the businesses that made this month’s Top Sellers
will receive $50 in free scratch tickets.
Third quarter sales results for fiscal year 2013 compared to fiscal year 2012 (retailers selling 24 months):
2
Scratch dollar increase:
Casey’s General Store #2567, Wells
Holiday #001, Lindstrom
Super America, North Mankato
Coon Rapids Holiday #3514, Coon Rapids
Holiday Stationstore #415, Moorhead
Aly’s Market, St. Paul
Reed’s 4th Ave Food & Fuel, Austin
Bud’s Cafe, Bricelyn
Kwik Trip #824, Winona
Lake Street Tobacco, Minneapolis
Scratch percentage increase:
The Foundry Pub, St. Paul
Mule Lake Store, Longville
Stokke’s Lakewood Market, Duluth
KC’s Country Market, Badger
MGM Liquor Warehouse, Chanhassen
Thrifty White Pharmacy #755, Madison
Woodland Convenience Store, Lake George
Blaine Liquor, Blaine
Heidelberger’s Rock Creek Motor Stop, Pine City
Rainbow Liquor Store, Roseville
Lotto dollar increase:
2606 Penn LLC, Minneapolis
Pump-N-Munch on Lyndale, Minneapolis
Food Planet Inc., St. Paul
Union Liquor, Minneapolis
Lake Street Tobacco, Minneapolis
Holiday #179, Beaver Bay
SuperAmerica #4358, St. Paul
Kmart #3405, Minneapolis
Go For It Gas, Eagan
Merwin Liquors, Minneapolis
Lotto percentage increase:
St. Paul Grocery, St. Paul
Knowlan’s Market, Maplewood
Amore’s Fuel N Tobacco, Fridley
Merwin Liquors, Minneapolis
Food Planet Inc., St. Paul
Festival Foods, Hugo
Pump-N-Munch on Lyndale, Minneapolis
Lake Street Tobacco, Minneapolis
Little Brown Jug, Biwabik
Aly’s Market, St. Paul
June issue: Top 10 Jumbo Bucks games sellers from Jan. 8, 2013 through May 13, 2013
July issue: Top 2 regional Lucky game book sellers from Feb. 19, 2013 through June 10, 2013

Hopefully by the time you are reading
this, spring will be here to stay. As I am
writing this, it is mid-April and snow is
still covering the ground. It seems that
winter will not loosen its grip on us this
year, but it will surely end. It has been
a pretty good winter here at the Lottery,
with sales continuing to grow. We are
looking at another record year, with
close to $550 million in gross sales. So
I guess the cold weather hasn’t kept our
Minnesota lottery players from playing.
We’re having a great time with the
Minnesota State Lottery Twins ticket
and sales are very strong. It’s always
a great time when we work with the
Twins ® crew, and I really like the
From the director
by Executive Director Ed Van Petten
commercial for the ticket. I did see
an interesting blog shortly after the
commercial started airing, wanting to
know who the “old guys” were. Not
being a native, I didn’t know all of
them, but certainly Tom Kelly is still well
known in the baseball world. And those
are the type of guys who fit right in to
the prize packages for the 2014 MLB ®
All Star Game to be played at Target
Field . Right now the team is playing
pretty well, and we would like to think
that our sponsorship helps.
The legislature is still here, and as you
know there has been much discussion
about the funding for the new Vikings
stadium. Although I don’t know exactly
what we will be called upon to do, I
am sure that your lottery will somehow
be involved in shoring up the funding.
It appears that all parties are working
hard on this project but it just isn’t
generating the revenue projected. I
am sure that we can be a beneficial
partner in the project. We will keep you
informed if there will be any changes in
the operation.
As always, thank you for all that you do
for the Minnesota State Lottery. If you
have thoughts or questions about us,
let us know.
Two small town retailers big on lottery
Ray Dodin has many years
of experience in the C-store,
grocery and smoke shop
industries. In 2009, he
decided to roll his experience
into one store when he opened the
Little Falls Convenience Store. “I put
them together to make sure that when
customers stop in, they get everything
they want in one trip,” he explained.
Retailer
Spotlight
At the beginning of January, Dodin
opened his second location—Fort Ripley
Gas & Grocery in Fort Ripley—located
approximately 15 miles away from his
Little Falls C-store.
“The first thing I did was put Lottery
in the new store,” Dodin said. “I really
wanted to make it stand out.” He
achieved that by placing a 28 game
on-counter dispenser. Lottery sales
representative Bryce Bode says that
the previous owner only carried 16
games, located underneath the counter.
“This is a very big improvement for his
customers,” explained Bode. “The more
tickets he offers, the more tickets he’ll
sell—and the more his customers will
keep coming in for return sales.”
The on-counter dispensers are very
attention grabbing, Dodin says, “It
really makes my customers stop
and look at the tickets. Now they are
easily able to pick out their tickets
while they are in line so it has helped
speed everything up.” Not only do
the on-counter dispensers make it
more efficient for dispensing, but
according to Bode, the on-counter ticket
dispensers also make it
easier for employees
to stock and track
tickets while
increasing
profits.
Dodin also places an importance on
displaying lottery signs both inside and
outside of his stores to help generate
awareness. He maximizes signage by
placing starburst window decals, crash
pole signs and more.
He takes advertising one-step further by
promoting his businesses in the local
paper, on the radio and on a billboard
sign. Dodin even mentions in these ads
that his businesses sell the Lottery.
According to Bode, “these ads have
helped drive traffic into the stores.”
As a father to three young children,
Dodin has worked extremely hard to get
his businesses up and running. “It was
tough, but I worked hard and I made it!”
he said.
Ray Dodin is pictured at his Little
Falls business by the prominently
displayed 28 game on-counter
dispenser. Dodin also places large
signage to promote the Hot Lotto
and Gopher 5 ® jackpot games on
the outside of the store.
3

Top prize winning ticket bonus
Ankeny’s Mini Mart #1 in
Austin, $1,000
Reed’s 4th Ave Food &
Fuel in Austin, $500
Cub Foods in Cambridge,
$500
Freedom Valu Center #69
in Coon Rapids, $5,000
Holiday #039 in
Minnetonka, $1,000
Neighbor Stop in
Coon Rapids, $903
G-Will Liquors in Andover,
$280
Isanti BP in Isanti,
$1,000
Coborn’s in Ramsey,
$270
Sterling Gas in Hastings,
$280
PRESORTED
STANDARD
U.S. POSTAGE
PAID
TWIN CITIES, MN
PERMIT NO. 171
Minnesota State Lottery
2645 Long Lake Road
Roseville, Minnesota 55113
mnlottery.com
Debbie Hoffmann, executive editor
Emily Frost, managing editor
Marie Hinton editor
Stacey Kanarski, graphic designer
This publication is available in alternative
formats to individuals with disabilities by
calling (651) 635-8273, (888) 568-8379.
4
Northstar Cash ®
Shakopee Dakota
Convenience Store #2 in
Prior Lake, $129,520
Food-N-Fuel in Minnesota
Lake, $50,724
SuperAmerica #4546 in
Shakopee, $30,267
Hy-Vee Food Store in
Mankato, $28,000
Knutson’s Grocery in
Roosevelt, $26,000
London Road Car Wash in
Duluth, $26,000
Petro Serve USA #054 in
Glyndon, $25,000
Biggest prizes claimed March 16, 2013 – April 15, 2013:
Powerball ®
Holiday Stationstore
#4067 in Hutchinson,
$1,000,000
Rainbow Foods #8875 in
Maple Grove, $1,000,000
$100,000 Cash
Spectacular
Mill Avenue Holiday in
Brainerd, $100,000
$100,000 Jumbo Bucks
Yocum’s Holiday #31 in
Eagan, $100,000
Big Cash Crossword
Bill’s Superette #7 in
Andover, $300,000
Casino Cash
Casey’s General Store
#2202 in Moorhead,
$100,000
Kaposia Convenience
Center in South St. Paul,
$100,000
Diamonds and Pearls
Steve’s Corner Inc. in
St. James, $100,000
Lucky Game Book
West Side Groceries Inc.
in St. Paul, $300,000
Stinkin’ Rich
SuperAmerica #4375 in
New Hope, $100,000
New Games
May 14, 2013:
#882—Minnesota Gold
($1/$1,000)
#883—Minnesota Gold 2X
($2/$20,000)
#884—Minnesota Gold 5X
($5/$100,000)
#885—Minnesota Gold 10X
($10/$200,000)
June 4, 2013:
#886—Diamond Crossword
Doubler ($5/$100,000)
#887—Sparkling 7s
($20/$500,000)
#888—Lucky Lines Doubler
($3/$30,000)
#889—DOGS PLAYING POKER
($5/$100,000)