Celebrating Forty-Five Years of PAC-MAN

The Power of Modernized, Classic Brands

By Pollard Banknote Limited

Published March 18, 2025

The power of nostalgia continues to wield its influence on consumer behavior in 2025. But why does this notional idea of the past have such a steadfast presence in today’s consumer market? The answer lies in the brands that have embraced the duality of nostalgia, providing comfort in cherished memories while continually evolving to remain relevant.

How do these concepts translate to the lottery industry, already flooded with exciting visuals, enticing gameplay, and competing licensed properties vying for player attention? For a nostalgic brand to see success in this market, it must be relatable to a player’s present self. If a brand can achieve this, lotteries have the opportunity to engage with a player beyond their gaming preferences and turn the excitement of unlocking a core memory into purchase intent.

One brand category that demonstrates this successful utilization of nostalgia is video gaming. Video gaming has transcended mere entertainment to become a dominant cultural force and lifestyle trend with widespread appeal. With over three billion players spanning diverse platforms and demographics, it has surpassed the film and television industries combined in both reach and popularity, cementing itself as one of the fastest-growing forms of entertainment worldwide.

More specifically, arcade gaming holds a unique sentimental connection to a wide range of audiences. With an enduring allure that offers ageless excitement, timeless themes, and innovative experiences, arcade gaming has strengthened its connection to the lottery sector by offering opportunities that resonate across generations.

Among arcade brands, PAC-MAN stands out as a top performer. With its brand awareness ranking in the top four amongst all gaming brands as well as its incredible $14 billion in revenue garnered to date, PAC-MAN, at 45 years young, remains at the top of the leaderboard. This staggering brand value has driven lotteries to launch 35 PAC-MAN lottery games in 26 North American jurisdictions since 2015.

This continued success is attributable, in part, to PAC-MAN’s uncanny ability to foster appeal that sparks excitement and engages audiences in new ways. For instance, in 2023, to kick off New York Comic Con—a global hub for pop culture, entertainment, and creativity—PAC-MAN’s licensor, Bandai Namco, surprised fans by lighting up the New York skyline with an amazing drone show. Additional recent efforts to captivate players include updated style guides with neon arcade room aesthetics, the launch of a TikTok platform, and a collaboration with 7-Eleven.

Another testament to the brand’s sustained relevancy: PAC-MAN will commemorate its 45th anniversary in 2025, with May 22 as the official celebration of PAC-MAN's birthday worldwide. This significant anniversary plays to the “limited time” key concept mentioned above, creating exclusivity and encouraging fans to connect with this nostalgic brand through collaborations, new games, and live experiences and events. Not only that, but 75% of adults under 45 favor brands that reference cultural milestones, so this celebration is certain to reignite enthusiasm for this classic arcade icon.

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To build on the celebratory momentum and engage fans around the globe, Bandai Namco has planned an exceptional array of marketing initiatives, highlighting PAC-MAN’s nostalgic journey through the ages. Similarly, Pollard Banknote has created dynamic new artwork and compelling promotions to help lotteries leverage the heightened brand awareness this anniversary will bring.

When lotteries press “play” to launch PAC-MAN in its anniversary year, not only do they benefit from these increased marketing efforts, but they also tap into the timeless trend of nostalgia—both of which combine to create memorable player experiences that will last a lifetime.