BuSiNeSS PlAN - California Lottery

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Percentage of Game Sales Attributed to AsiansPercentage of Game Sales Attributed to Asians18%16%14%12%10%California AdultAsian Population8%6%4%2%0%Scratchers SuperLOTTO MEGA Millions Daily 3 Fantasy 5 Hot SPOTPercentage of Game Sales Attributed to African AmericansPercentage of Game Sales Attributed to African americans14%12%10%8%6%4%California AdultAfrican AmericanPopulation2%0%Scratchers SuperLOTTO MEGA Millions Daily 3 Fantasy 5 Hot SPOTSome notable observations from these charts include:• Caucasians, relative to their population tend to be light players, with the onlyexception being SuperLOTTO Plus where sales match the relative population.• Hispanics, relative to their population tend to play slightly more and havea preference for Scratchers and Daily 3.• Asians, relative to their population tend to play slightly more and havea preference for Hot SPOT.• African Americans, relative to their population tend to play slightly moreand have a strong preference for Daily 3.California Lottery 2007–2010 Business Plan – 33 –
GenderThe household incomeof past month lotteryplayers is similar to thehousehold income ofthe general Californiaadult population.Although California’s population is almost evenly divided betweenmales and females, males tend to be more prone to make lottery ticketpurchases. This is shown in Figure 3.6 which depicts the relativepercentages of past month lottery players by gender. The followingseries of charts come from the CSL tracking study.Figure 3.6 – CurrentFig. 3.6Players:Current Players:GenderGenderMale 55%Female 45%Source: Continuous Tracking Study 3rd Quarter, March 2007Household IncomeThe household income of past month lottery players is similar to thehousehold income of the general California adult population as shownin Figure 3.7.Figure 3.7 – Household Income of Lottery PlayersIncome Level CA Adults PlayersUnder $ 20,000 24% 21%$20,000 to $ 35,000 21% 22%$35,000 to $ 50,000 15% 16%$50,000 to $ 75,000 14% 15%Over $ 75,000 26% 26%Source: Continuous Tracking Study 3rd Quarter, March 2007– 34 –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 22 and 23: Fantasy 5Value Proposition: The bet
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: EthnicityThe following charts show
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
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