Lucky For Life ‘Lucky Play’ Promotion Expected to Create Game Awareness; Increase Sales

By M. Scott Bowen
Lottery Commissioner

Summer is in full swing, and Lottery players across the state are looking to cool down with cold, hard cash.

The Lottery’s newest draw game, Lucky For Life, has been attracting players since its launch in January, and the Lottery plans to build on that momentum with the Lucky Play promotion. Beginning July 10 and running through July 30, each time a player purchases three panels of the Lucky For Life game, they will get one free Lucky For Life easy pick panel for the same draw.

Lottery research consistently finds promotions that offer free play opportunities are strong draws for players. We expect the Lucky Play promotion to increase sales for retailers and generate player excitement and interest in our newest draw game. To help increase awareness of the Lucky Play promotion, the Lottery will provide in-store point-of-sale materials and offer support through a robust advertising effort that will include radio, print and digital spots.

Another positive: Lucky Play doesn’t require any additional work from retailers’ staff. One free easy pick will be generated automatically for every three panels purchased on a single Lucky For Life ticket. The qualifying ticket will include a special message alerting players of their free ticket. The free panel or panels will print on a separate ticket immediately after the qualifying ticket. The free ticket will be marked “Not for Resale” and should be given to players immediately.

Each Lucky For Life ticket gives players a chance to win up to $1,000 a day for life. Since the game launched on Jan. 29, it has been lucrative for Michigan players. Through the game’s first 37 draws, Michigan players won nearly $4.8 million playing Lucky For Life, including three $25,000 a year for life winners, and 25 $5,000 winners. Each Lucky For Life drawing is producing more than 15,000 winners on average in Michigan.
 
$200 A Week For Life Pull Tabs Game Launched July 7
A new and exciting Cash For Life pull tabs game is coming to retailers and is expected to create players excitement and interest.

The Lottery’s newest Cash For Life themed pull tabs game offers more than $3 million in total cash prizes. It also has a larger top prize and better odds than previous versions of the game. The new pull tabs game has a top prize of $200 a week for life, compared to last year’s $100 a week for life top prize. Even with improved odds and a higher top prize, the price of the popular game remains the same, $1 per ticket.

All pull tabs game retailers will receive at least one deal at the game’s launch. In addition to being featured on the Lottery’s website at MichiganLottery.com, the game also will be supported through advertising coverage at more than 2,500 Club Keno retailers.

NEW INSTANT TICKETS: These tickets went on sale July 7:
    IG # 730    $30 Grand Cashword $2            
    IG # 732    100X The Cash $20
    IG # 734    $100 Frenzy    $2
    IG # 736    Win Big        $5

NEW PULL TABS TICKETS: These tickets went on sale July 7:
    MI # 546    Dice Night    $.50
    MI # 550    $200 A Week For Life    $1

INSTANT GAMES SET TO EXPIRE:
    July 6
    IG # 670
    Snow Me The Money    $2

    Aug. 3
    IG # 638
    Cherry Blast Tripler    $2
    IG # 657    Fire & Ice    $5
    IG # 676    Monopoly Jackpot    $5

PULL TABS GAMES SET TO EXPIRE:
    Aug. 17
    MI # 515 
   Lucky Bars    $.50
    
TICKET ACTIVATION: Retailers are reminded to activate all game tickets before putting them on sale to ensure winning tickets may be redeemed by players.   

About 97 cents of every dollar spent on Lottery tickets is returned to the state in the form of contributions to the state School Aid Fund, prizes to players and commissions to retailers. In the 2014 fiscal year, the Lottery’s contribution to Michigan’s public schools was $742.8 million. Since it began in 1972, the Lottery has contributed nearly $19 billion to education in Michigan. For additional information, follow the Michigan Lottery on Facebook, Twitter and online at www.michiganlottery.com.

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