The Arizona Lottery’s Quick Draw games provide unique opportunities to increase player engagement and add excitement to the product lineup.
By Chris Rogers, Chief Marketing Officer, Arizona Lottery
Published August 20, 2024
The Arizona Lottery has recently celebrated another record-breaking sales year, with unaudited numbers reaching an impressive $1.53 billion in sales. Amidst this success, our innovative Quick Draw games have carved out a unique niche in our product portfolio, bridging the gap between traditional draw games and the instant gratification of Scratchers tickets. As we approach the two-year anniversary of our Quick Draw launch, it’s an opportune moment to delve into the evolution, impact, and future potential of these games.
We introduced Quick Draw games to diversify our product portfolio, offering a unique gaming experience that caters to a wide range of players. These games draw hourly, providing continuous engagement and excitement. Players can easily follow the action through the Players Club app and website or when they are out and about on screens at bars and restaurants. This round-the-clock availability has made Quick Draw a distinctive offering in our lineup.
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Among the eight available games, some have emerged as clear favorites. In FY24, 5/10/45 stands out as the most popular, accounting for 31.5% of Quick Draw sales, followed by Two to Win with 26.3%. This player preference highlights the diverse appeal of our game selection.
Examining sales data reveals exciting trends. Quick Draw enjoys higher sales on Fridays, with a notable spike around 1 p.m. Additionally, sales are stronger between February and May, reflecting seasonal player engagement patterns. Retail establishments play a significant role in driving these sales. For instance, chain supermarkets and convenience stores account for 43% of Quick Draw sales, underscoring the importance of strategic placement in high-traffic locations.
Our Quick Draw experience has taught us valuable lessons about visibility and accessibility. Locations equipped with full-product vending machines tend to outperform those with only draw/print-on-demand vending machines, suggesting that the placement and prominence of these machines significantly impact sales. Additionally, bars and restaurants, while prime locations for Quick Draw, have shorter operating hours compared to supermarkets and convenience stores, which influences overall sales performance.
Like many of our in-state draw games, Quick Draw sales exhibit a moderate spike during high multi-state jackpots, although these games are less susceptible to jackpot runs due to their fixed top prizes. This indicates that while Quick Draw attracts a dedicated player base, it also benefits from the heightened lottery activity during major jackpot events.
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As we refine and expand our Quick Draw offerings, we aim to increase awareness and cross-promote these games alongside our core products. For other lotteries considering similar ventures, we advise focusing on strategic placement and visibility of Quick Draw machines, leveraging high-traffic locations, offering trial play through coupons, and continuously engaging with players through dynamic and interactive platforms.
Quick Draw is an innovative component of the Arizona Lottery’s portfolio, driving player engagement and complementing our broader game offerings. As we look to the future, we remain committed to innovation and continuous improvement, ensuring that Quick Draw and other lottery products meet our players’ evolving needs and preferences.
We are excited about Quick Draw’s future and its potential for driving lottery growth and player engagement.
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