SBD/October 14, 2011/Marketing and Sponsorship

You Feeling Lucky? Oklahoma Lottery Launchnig EA-Branded Scratch-Off Games

Oklahoma Lottery says EA partnership
lets them reach 20-30 year olds
The Oklahoma Lottery will launch a pair of EA Sports-branded scratch-off games Oct. 20 titled “It’s in the Game,” which is the advertising slogan for EA Sports. A total of $800,000 will be available in instant cash prizes, including four top prizes of $15,000. Oklahoma Lottery Dir of Marketing Jay Finks said the partnership allows them to reach a "late 20's to early 30's demographic" that has historically tough for the commission to reach. It is the first sports license for the video game maker and was brokered by Georgia-based Alchemy3. The commission will pay a programming fee to Alchemy3 as well as a commitment to purchase merchandise, in this case approximately $25,000 for 400 games. Alchemy3 co-Founder Jeff Schweig said the game will include a second-chance promotion where players can win EA Sports title used on XBox, Playstation and Wii game consoles. The commission and EA will promote the launch Oct 23 at a charity game hosted by Thunder F Kevin Durant. The state ran a Thunder $2 scratch-off game from December '08-April '10, which generated $1.06M in sales.

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