BuSiNeSS PlAN - California Lottery

More documents

Recommendations

Info

Fantasy 5Value Proposition: The better odds daily lotto gameFY 06/07 Sales: $146,977,719 (estimated)How it’s played: Pick 5 numbers from a field of 39 per play.Cost is $1 per play. Drawings are held daily at 6:59 PM.Fantasy 5 Facts• Typical top prize ranges from $50,000 to $500,000.• The game offers better odds at the 2nd and 3rd prize levelsthan any other lotto type game the CSL currently offers.• Fantasy 5 features a second chance draw option. Whenplayers purchase 5 plays of Fantasy 5 on a single ticket, theyautomatically receive a coupon that can be mailed in for anopportunity to appear on the Big Spin Show and play the DreamMachine for up to $150,000.Daily 3Value Proposition: The best odds at winning a $500 prizeevery day, twice a day.FY 06/07 Sales: $152,351,791 (estimated)How it’s played: Players pick three numbers from 0 to 9, withrepeat numbers allowed. Players can choose one of three play options.The first play option is “straight”, meaning if the player selects 529 astheir number and 529 is drawn in exact order, the player wins. Thesecond play option is “box” meaning the player can match 3 numbersin any order. The third play option is to play both “straight” and “box”options. Cost is $1 per play.Daily DerbyValue Proposition: A daily game with a horse race themeFY 06/07 Sales: $11,046,311 (estimated)How it’s played: Players choose three horses from a group of horsesrepresented by the numbers 1 through 12, with each individual horsedesignated to take first, second, and third place in the race. Then playerschoose a finish time which can range from 1:40:00 to 1:49:99. Cost is $2per play and the drawings are held daily at 6:59 p.m.California Lottery 2007–2010 Business Plan – 15 –
Hot SPOTValue Proposition: Flexible play style and draws every4 minutesFY 06/07 Sales: $143,424,765 (estimated)How it’s played: Players select from two to five or eight numbersfrom a field of 80 numbers. The Lottery draws 20 numbers from thesame field. Depending on the numbers matched, players win differentprizes typically ranging from $1 to $10,000. Players can choose howmuch they want to wager per draw and prizes are multiplied by theamount wagered. Each play costs a minimum of $1 and drawingsare held every four minutes. Winning numbers are displayed on TVmonitors that the CSL installs in retail locations throughout the state.Scratchers TicketsValue Proposition: Huge variety and instant winning opportunitiesFY 06/07 Sales: $1,827,049,782 (estimated)How it’s played: Players select from as many as 40 differentgames with unique themes (e.g., money, wealth symbols, gaming,licensed properties, etc.) and play styles (e.g., match 3, key numbermatch, bingo, crossword, etc.). By scratching off the play area, playerscan determine instantly if they have won a prize. Prizes range froma free ticket to $3 million. One of the key benefits of these games isthe ability to offer immediate gratification to players. One of the oldestgames is “The Big Spin” Scratchers. This game, first introduced in1986, gives players the opportunity to appear on the CSL’s Big SpinTV Show. Scratchers tickets cost between $1 and $5 each.– 16 –California Lottery 2007–2010 Business Plan
Page 3: CommissionersJOHN MASS, of Los Ange
Page 6 and 7: Introduction
Page 8 and 9: IntroductionIn order to fulfill the
Page 10: focus on huge jackpots and more foc
Page 14 and 15: Figure 1.2 - 2004-05 K-12 Percent o
Page 16 and 17: 1.1% General Operating ExpensesGene
Page 18 and 19: SupermarketsAlthough supermarkets h
Page 20 and 21: handles all Spanish language advert
Page 24 and 25: 1.6 Organizational Structureof the
Page 26 and 27: ITSD consists of four offices and t
Page 30 and 31: Integrity,Security,Honesty,and Fair
Page 32: The CSL not only employsinternal au
Page 35 and 36: Since its inception, the CSL has wo
Page 37 and 38: Last year, the California Problem G
Page 39 and 40: Marketanalysis
Page 41 and 42: EthnicityThe following charts show
Page 43 and 44: GenderThe household incomeof past m
Page 45 and 46: 3.2 Consumer ProductSales Compariso
Page 47 and 48: Technology TrendsAll of these techn
Page 49 and 50: are large, to maintain sales in lot
Page 51 and 52: IntroductionIn FY 05/06, the CSL re
Page 53 and 54: Figure 4.2 is a list of some of the
Page 55 and 56: Figure 4.4 - Overall PRIZE PAYOUTS
Page 57 and 58: Figure 4.5 shows that in terms of p
Page 59 and 60: Raffle GamesRaffle-style games are
Page 61 and 62: Pursuant to section 8880.64 of the
Page 63 and 64: Fig. 5.12 CSL Scratchers Game Growt
Page 65 and 66: As shown in Figure 5.13, the lotter
Page 67 and 68: Fig. 5.15 Sales per RetailerFigure
Page 69 and 70: etailers with special “Check-a-Ti
Page 71 and 72: Gaming System ComplexityThe CSL’s
Page 73 and 74:
Fig. 5.19 Budgeted Per Capita Adver
Page 75 and 76:
There is an opportunity to reverse
Page 77:
Public Relations and OutreachOur fr
Page 80 and 81:
Ticket Dispenser RestrictionsThe re
Page 82 and 83:
IntroductionA careful analysis of o
Page 84 and 85:
Unfortunately, increasing jackpot s
Page 86 and 87:
Key StrategicInitiatives
Page 88 and 89:
Shift the Jackpot ParadigmOur strat
Page 90 and 91:
12. Recruit Non-traditional Retaile
Page 92:
www.calottery.com600 North 10th Str
show all

BuSiNeSS PlAN - California Lottery

Create successful ePaper yourself

Delete template?

Save as template?