Holiday 2025 Review – Missouri to Wisconsin
- 4 hours ago
- 20 min read
By NASPL Insights Online
Published February 17, 2026
Missouri Lottery
Missouri’s holiday lineup included six games: two at $5 and one each at $1, $2, $10 and $20. View the games in our ticket gallery.
Most successful game(s):
This year, our total holiday Scratchers sales increased 6.7% compared to the prior year, with five of the six holiday games showing sales increases – four with double-digit increases. The $5 Merry Money was up 22.4%, $5 Holiday Lights was up 17.4%, $2 Holiday Cash Drop was up 37%, and $1 Frosty Fun was up 13.7%.
General timing of holiday marketing:
Two of our holiday tickets launched in late September and the remainder were introduced in mid-October – with a second-chance holiday promotion running concurrently. Paid advertising support began around Black Friday at the end of November, utilizing “Lottery as Gifts” content.
Did any marketing tactics really stand out this past holiday season?
We introduced a second $5 holiday extended-play game. Holiday Lights replaced and outsold last year’s $3 holiday game by 17.4%.
Post-holiday strategies to capitalize on new players who purchased or were gifted holiday games:
It’s an ongoing effort within our loyalty program to offer Rewards that both engage new players and offer opportunities for continued engagement. For example, not only did players gain entry into the second-chance promotion with their ticket entries (through Jan. 3), they also earned progress toward designated Rewards, giving them a chance to win Prize Points, Draw Points or instant-win coupons. The program offers a variety of Rewards weekly to features games across our portfolio.
Major lessons learned in 2025:
We will again include a second $5 holiday game that offers extended play in next year’s holiday ticket lineup, but one with an easier playstyle. We feel there is a greater sales potential than what we experienced this year.
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Montana Lottery
Montana’s holiday lineup included four games: two at $1 and one each at $2 and $5. View the games in our ticket gallery.
Most successful game(s):
All tickets sold extremely well; there was no particular ticket that stood out.
General timing of holiday marketing:
We start games in the first week of October. Initially we use digital terminal advertising; in late November we add social media and other digital assets.
Did any marketing tactics really stand out this past holiday season?
Digital and social media strategies continue to prove effective. We will stay the course for 2026 and refine this approach.
Post-holiday strategies to capitalize on new players who purchased or were gifted holiday games:
We analyze, using data and trends to better understand what effect advertising had on the games.
Major lessons learned in 2025:
In 2025 we designed tickets with a common theme. In 2026 we may rotate back to non-themed designs. This is our second year of using only digital and social marketing. We have moved away from costly traditional marketing such as radio and TV. We have found this to very effective while substantially reducing cost and adding to category profit margins.
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Nebraska Lottery
Nebraska’s holiday lineup included three games: one each at $1, $5 and $10. View the games in our ticket gallery.
Most successful game(s):
Our $5 Merry Money 10X was the most successful because it outsold our $5 holiday games from the previous two years. The $1 Merry Money 2X and $10 Merry Money 20X games didn’t perform as well.
General timing of holiday marketing:
We generally launch our holiday games and second-chance promotion in October, and the initial marketing is focused on the promotion. Later we develop a gift giving campaign that runs from mid-November.
Post-holiday strategies to capitalize on new players who purchased or were gifted holiday games:
We schedule the timing of our holiday promotion to end in January so players that receive tickets as gifts can enter their non-winning tickets in the contest. The promotion is mentioned on the eligible tickets to encourage people to enter. This year we had 65,941 entries in our Yuletide Ride promotion, with one lucky player taking home a new Ford Bronco Sport.
Major lessons learned in 2025:
This is not because of this year’s holiday family performance, but we will be transitioning our lowest priced holiday game from $1 to $2 in 2026.
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New Mexico Lottery
New Mexico’s holiday lineup included four games: one each at $1, $2, $3 and $5. View the games in our ticket gallery.
Most successful game(s):
Winter Winnings sold out of the warehouse on Dec. 5, well before Christmas, making it the most successful of our four holiday games.
General timing of holiday marketing:
We always launch our holiday games at the beginning of October, to allow enough time to sell through.
In recent years, we’ve added a second-chance promotion to help motivate sales, award players with a little holiday cash, create opportunities to promote the games before Halloween and Thanksgiving, and include a motivator for purchase after the holidays.
Our first marketing campaign begins at game launch and promotes the second-chance opportunity tied to the holiday games. After Thanksgiving, we share a new campaign focused on the holiday season and promoting holiday Scratchers as great gifts.
Did any marketing tactics really stand out this past holiday season?
While nothing stands out, we feel our long-term, multi-year strategy to promote lottery tickets as gifts, along with an annual second-chance promotion, helps keep lottery tickets top of mind during the busy holiday season.
Post-holiday strategies to capitalize on new players who purchased or were gifted holiday games:
Our second-chance promotion is a great opportunity for new players and gift recipients to have another chance to win a prize if they don’t win the first time.
Major lessons learned in 2025:
We believe the second-chance promotion helps keep the games active and in dispensers after Dec. 25. We may consider a third drawing to help motivate the last of the straggling holiday tickets to move a little faster.
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New York Lottery
New York’s holiday lineup included three games: one each at $2, $5 and $10. View the games in our ticket gallery.
Most successful game(s):
The $10 game, $5,000 Holiday Frenzy, was the most successful of the 2025 holiday games. The low top prize made it a great gifting option. We also created this game with a second pulse with a non-holiday theme to extend the life of the game.
General timing of holiday marketing:
Our holiday ad campaign ran from Nov. 6 to Dec. 31. Flights for holiday TV and radio were Nov. 10 to 23 and Dec. 8 to 28.
Did any marketing tactics really stand out this past holiday season?
This year, we decided to lower top prizes across the holiday games. This allowed us to increase the number top prizes in these games. Rather than setting prize structures with high top prizes that you’d hate to give away, we wanted to give more people the winning experience during the holiday season hoping to turn non-players into players if they were to receive a winning ticket as a gift. The game design led to the marketing campaign, “Gift a Win You Can Live With.” This campaign was deemed successful by exceeding most KPIs. It drove a 50% ad recall, which is well above the New York Lottery campaign average of 38%.
Out-of-home advertising drove a significantly high appeal score: 65% of respondents said ads were extremely/very appealing and produced above-average/high likelihood-to-play scores. Holiday digital advertising click-through-rate nearly doubled New York Lottery’s standard benchmark.
At retail, we provided high-performing retailers with a supply of holiday gift envelopes that were to be given to anyone purchasing a holiday scratch-off game as a gift. This is an annual tradition that generates goodwill within the retail community, and customers appreciate them.
Major lessons learned in 2025:
Adjusting the price point mix and switching to lower top prizes contributed to the success of the 2025 holiday games. We learned that players enjoyed the lower top prize games and we will use this knowledge in future game planning. From a marketing perspective, we will strive to replicate the successful elements of the 2025 holiday campaign in 2026. Given the importance of building our player base, we will likely incorporate re-marketing efforts to holiday gift recipients after the 2026 holiday season to bounce them back to retail and encourage repeat play.
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Oklahoma Lottery
Oklahoma’s holiday lineup included four games: one each at $1, $3, $5 and $10. View the games in our ticket gallery.
Most successful game(s):
We saw strong performance across our entire holiday lineup, but our $5 ticket clearly stood out as the most successful. It sold out significantly faster than anticipated and outpaced sales from the previous two holiday seasons. That momentum reinforced the continued strength of the $5 price point with our players and exceeded our internal expectations.
General timing of holiday marketing:
We consistently kick off our holiday advertising and marketing campaigns immediately after Halloween. This timing allows us to build early awareness, capture seasonal shopping momentum, and position holiday Scratchers as a timely and convenient gift option throughout the entire holiday period.
Did any marketing tactics really stand out this past holiday season?
Rather than one single tactic driving results, it was the cumulative impact of our product, marketing, and promotional efforts that made the difference. Our integrated approach helped build sustained awareness throughout the season and reinforced Scratchers as a go-to holiday purchase. By consistently showing up across channels, we were able to remind players that the holidays are a perfect time to give – and enjoy – Scratchers.
Post-holiday strategies to capitalize on new players who purchased or were gifted holiday games:
We focus on leveraging the post-holiday period to engage new and gift-driven players. We ran several ticket-for-entry promotions designed to introduce players to our Players Club and encourage use of the ticket checker. These efforts resulted in a noticeable spike in Players Club sign-ups during the holiday period, which we largely attribute to new players who were introduced to Scratchers through holiday gifting.
Major lessons learned in 2025:
One of our biggest takeaways was the success of expanding our price-point mix. For the first time, we offered four different holiday price points, including a new $3 extended play game and a $10 loaded game. Both performed extremely well and exceeded expectations, reinforcing player appetite for variety and premium options during the holiday season. We also leaned into our core marketing strategy, including a holiday commercial, social media influencers, and a range of engaging social-first promotions tied specifically to the holiday games. That combination helped keep the lineup top of mind and allowed us to showcase the fun and giftable nature of Scratchers. Overall, Holiday 2025 reinforced the value of offering diverse price points supported by a strong, integrated marketing approach – insights we plan to build on and refine heading into next season.
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Oregon Lottery
Oregon’s holiday lineup included five games: one each at $2, $5, $10, $20 and $30. View the games in our ticket gallery.
Most successful game(s):
The $30 Season’s Greetings was our strongest performer in 2025. It captured the largest share of holiday sales and consistently drove the highest spend, well above the other price points. It captured more than 25% of all holiday transactions, which is the highest product-mix share among the price points. Across every view – product mix, basket impact, and overall contribution – the $30 ticket delivered the most value for the season.
General timing of holiday marketing:
Although our holiday tickets go on sale in October, we focus our marketing on late November until just after New Year. We do general gifting messaging for the first two weeks or so and then move to a last-minute gift push mid-December.
Did any marketing tactics really stand out this past holiday season?
As noted, one highlight this season was the strong performance of our $30 holiday game. Such a game aligns with what our players expect, especially as higher price-point games continue to grow in popularity. This game anchored the holiday mix and helped lift overall seasonal performance.
Additionally, our holiday Scratch-it giveaway is a customer-favorite engagement. Promoted on our channels and hosted on our website, we had two flights to give away a total of 10 packs of Scratch-its, varying between our $2, $5 and $10 tickets. This was by far our biggest entry count of the calendar year and was the highest total holiday entry count in the five years we’ve been doing giveaways on our website.
Every year we surprise unsuspecting customers at Oregon Lottery retailers with one mission: spread holiday cheer. With stops at 150 retailers statewide this season, our staff “surprise and delight” customers by giving away $2 holiday Scratch-it tickets.
Post-holiday strategies to capitalize on new players who purchased or were gifted holiday games:
We continue to promote our second-chance drawings post-season. We do consistently see the largest jump in new players in this time period.
Major lessons learned in 2025:
From in-flight monitoring, it looks like we realized noticeable year-over-year improvements in engagement (clicks to site, video completion rates, engagement rates) across the board. Anecdotally, we received positive feedback on the tone of the broadcast spot, as it focused on the warmth of in-person connections and pausing the digital rush of a busy season to connect with loved ones. This message seems to be especially relevant this year.
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Pennsylvania Lottery
Pennsylvania’s holiday lineup included seven games: one each at $1, $2, $3, $5, $10, $20 and $30. View the games in our ticket gallery.
Most successful game(s):
There are probably two ways to look at this question for us this year. The first would be the $5 ELF game because it was part of an omnichannel launch that included a $5 ELF Fast Play game, an ELF eInstant game, and an ELF Snowball Showdown EZ eInstant game. The marketing was adorable, and we just know our players were exclaiming, “I’m in love, I’m in love and I don’t care who knows it!”
We also brought back the $30 price point for this holiday season, after taking a year off, and our hope was that players would make merry memories playing $30 Merry Money Match. This game shimmers with the Sparkle Select print feature and includes three Bonus Gifts play spots for a chance to match and win $100 instantly or a chance to multiply the total won by 100 times!
General timing of holiday marketing:
Our campaign launched on Nov. 4 and ran through Dec. 25. We generally stick to a seven- or eight-week campaign that aligns with the launch of the holiday scratch-off product and ends after the holiday.
Did any marketing tactics really stand out this past holiday season?
Bringing back the $30 price point this holiday season really proved to have the biggest impact on driving overall sales during the major nine-week holiday sales period. While sales in each price point from $1 to $10 collectively increased by more than $3 million when compared to the 2024 games, the $30 game was the tipping point for us. There was no $30 game in 2024, so we anticipated some impact on the $20 game in 2025. Even with a $5.5 million decline in $20 game sales compared to the 2024 game, the $30 game generated more than $42 million, which more than offset the decline in the $20 game. Combined, the $20 and $30 games resulted in more than a $36.5 million increase compared to 2024 sales from the $20 game alone. Overall, 2025 holiday game sales were $39.5 million higher than 2024 sales during the same nine-week holiday sales period.
Post-holiday strategies to capitalize on new players who purchased or were gifted holiday games:
The holiday games kicked off a massive change to the scratch-offs category. We received profit margin relief in July 2025 and quickly jumped at the chance to increase payouts on all seven of our holiday games (the games saw a payout increase from 2.25% to 5.00%).
However, we had to let players know at the point of purchase that we made this change; we couldn’t wait for them to feel the change. Two bursts were placed on the vending images of all the games with a simple message: More Winners. Higher Payout. With more winning experiences in the 2025 holiday games compared to 2024, we saw renewed momentum and excitement from players that had been missing in recent years.
Major lessons learned in 2025:
There were a lot of positives and key takeaways for us this holiday season that we can build upon over the rest of the fiscal year and into the next. The main takeaway is putting as many winning churn experiences in games as we can with the higher payout from profit margin relief. “More Winners. Higher Payout.” is the motto for game development for the foreseeable future.
The second key takeaway is to maintain the momentum. The sales boost from launching a $30 holiday game earned us the No. 20 spot among the top 40 of overall weekly scratch-off sales weeks – something we did not achieve in FY25. Needless to say, the $30 game is coming back in 2026 – and maybe more.
From a marketing campaign perspective, most of the elements we utilized received high awareness and likability scores during the holiday season. The campaign is contextually relevant, and the creative aligns with the general spirit of the holidays. Players continue to enjoy the nostalgic vibe of the our TV spots, as reflected in annual performance testing.
The PA Lottery continues to leverage influencers and use social as a way to bring in new, younger adult players during the holiday timeframe. Throughout the year and especially during the holidays, we explore incremental in-store media channels to increase our impact at the register. We recently added gas pump video and c-store radio, and new this year, we tested advertising on a few retailer grocery store checkout belts to break through the clutter.
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South Carolina Education Lottery
South Carolina’s holiday lineup included four games: one each at $1, $2, $5 and $10. View the games in our ticket gallery.
Most successful game(s):
Holly Jolly Jackpot indexed well and had better sales than our $5 game last year. It did well for several reasons. Because we moved the holiday launch to November, it indexed against games from the previous year that were not holiday games. Other games in the market were less appealing or ending, so Holly Jolly Jackpot was more prominently displayed. The play style appealed to core players and also appealed to infrequent players and gift-givers
General timing of holiday marketing:
We do not execute mass media campaigns for holiday tickets, but we had print and digital outdoor running throughout the month of December.
Did any marketing tactics really stand out this past holiday season?
This was the first year that we launched our holiday games in November instead of December. This timing worked well; it gave us an extra launch in the fall and concentrated the excitement over holiday tickets to the holiday season.
Post-holiday strategies to capitalize on new players who purchased or were gifted holiday games:
We program achievements, drawings, and digital communications to engage and reward new players immediately after the holidays. Additionally, every ticket back has a QR code directing players to our Players’ Club App for ticket checking and drawing entries.
Major lessons learned in 2025:
We will repeat the November launch strategy and will most likely include a digital extended play experience for one of the holiday launches with the intent of engaging new players.
South Dakota Lottery
South Dakota’s holiday lineup included three games: one each at $1, $2 and $5. View the games in our ticket gallery.
Most successful game(s):
Our $2 Reindeer Riches was our most successful ticket, as we sold all of our inventory very quickly. Our $1 Let It $now ticket also had strong results. We believe both performed well thanks to their whimsical themes and the “to and from” spaces on the ticket. These were ideal gifts for our players throughout the holiday season.
General timing of holiday marketing:
Our paid media began in smaller doses at the beginning of November but was in full force by Thanksgiving. This year, we ran our paid holiday media through Dec. 29.
Did any marketing tactics really stand out this past holiday season?
The use of short videos on Instagram, Facebook, YouTube and Snapchat really stood out. These had a stellar engagement rate, particularly the video that highlighted the $2 Reindeer Riches ticket. We also had a series of Players Club emails that had high engagement rates. This was interesting because even though these emails were focused on the holiday tickets, we enjoyed some cross promotion. A heat map of the emails showed that many players were clicking on the Winning Numbers link in the email header, and the emails coincided with a large Powerball jackpot run.
Post-holiday strategies to capitalize on new players who purchased or were gifted holiday games:
We typically launch our X Family of tickets shortly after the holiday season. These are a very popular family of games due to their attention grabbing design and multipliers.
Major lessons learned in 2025:
Our short videos did particularly well on Snapchat, and that’s an avenue that we will continue to explore. As noted, the video that highlighted our $2 ticket in particular performed well.
Texas Lottery
Texas’ holiday lineup included four games: one each at $1, $3, $5 and $10. View the games in our ticket gallery.
Most successful game(s):
Because the $5 Winter Winnings scratch ticket game achieved a 6-week index of 96, we consider it our strongest performer in the holiday suite. Produced with SG’s Sparkle Select, featuring a variety of snow globe scenes, the game really stood out at retail and clearly resonated with players.
General timing of holiday marketing:
November and December
Did any marketing tactics really stand out this past holiday season?
During our game planning process this year, we really focused on choosing holiday games with the advertising campaign top of mind. For example, if a ticket would not look good on a billboard and on POS at retailer, we didn’t choose it. This tactic at least partially contributed to the success of our holiday suite this year.
Major lessons learned in 2025:
Choosing tickets that would elevate the advertising campaign contributed to our success this year, and this will be a practice we’ll employ each year moving forward.
Virginia Lottery
Virginia’s holiday lineup included four games: one each at $1, $2, $5 and $20. View the games in our ticket gallery.
Most successful game(s):
The $5 Cashing Through the Snow was the most successful Scratcher in terms of overall activations and claims-based sales during the holiday sales period. The ticket art leaned into the holiday season with a snowy background, a sleigh full of gifts and presents as bonus spots. The game also featured specialty printing.
General timing of holiday marketing:
In 2025, our campaign ran from Dec. 1 through Dec. 31.
Did any marketing tactics really stand out this past holiday season?
The highlight of our holiday offerings was the BIG ticket – The Perfect Gift. It was a foldable $20 Scratcher with five separate games. Our advertising agency brought the game to life via POS that emphasized the uniqueness of the product. The Holiday POS used The Perfect Gift Scratcher design as the background for several assets and was printed with silver foil to make it pop in-store. Lamas were printed with a large bow cutout on top and featured only The Perfect Gift.
We changed our “NEW” game banners (seen on all gaming-terminal screens) to a holiday stocking to promote our holiday Scratchers on terminals, so new and core players could easily identify the games.
We capitalized on our prominent bingo Print ’n Play games by launching a holiday-oriented game called Holly Jolly Bingo that was available throughout the holiday season.
We also ran the Happy Holidays Punch Card Promotion for a second year. Players had to opt in and had to be under the monthly earned-points limit (10,000) to participate. To fill a punch card and get a drawing entry, a player had to purchase one holiday online game and two holiday Scratchers. The Scratchers had to be scanned into Virginia Lottery Rewards. In the drawing, 10 players each won $5,000. The promotion helped promote holiday games across channels as well as drive sales in two different categories.
Post-holiday strategies to capitalize on new players who purchased or were gifted holiday games:
In January and February, we have increased our promotions to encourage further engagement and tried to provide desirable prizes in our Rewards drawings. An example of a new promotion is Scratchy Hour, which took place from 3 p.m. to 7 p.m. on Friday, Jan. 30. If a player scanned a Scratcher into Rewards during that time frame, the player would receive three times the points.
Major lessons learned in 2025:
The whimsical gnome theme on the $1 ticket might have resonated with players; we sold out of the game. The pulsing of the BIG ticket from the holiday-themed The Perfect Gift into the cash-themed Cold Hard Cash was timed perfectly; the change happened as the holidays ended.
We are still evaluating the impact of shifting the holiday Scratchers launch from December to November, and will use the information to inform future holiday Scratcher launch strategy.
Retailer incentive to place a separate display of holiday Scratchers at the point of purchase.
West Virginia Lottery
West Virginia’s holiday lineup included four games: one each at $1, $2, $5 and $10. View the games in our ticket gallery.
Most successful game(s):
While all our holiday games did well this year with each of them indexing from the high 80s and above, we did have a few stand outs in the mix. Our $2 Wicked – Gnome Sevens indexed at a whopping 122! Behind that, our $10 Boo – Ho Ho Ho and $5 Spooky Kitty – Santa Spins indexed at 104 and 102, respectively.
General timing of holiday marketing:
We begin advertising our Halloween games in September. We run them for two months as we have a strong presence of Halloween excitement here in West Virginia. At the beginning of November, we switch to our holiday pulses and run that corresponding campaign until the end of December.
Halloween was advertised through an omnichannel campaign featuring in-store tickets and the online game, Paranormal Payout, through digital ads, social media, CTV, GSTV, pre-roll, and digital retail. Holiday tickets were the stars in their own TV commercial and appeared across all channels in the West Virginia Lottery’s media mix.
Did any marketing tactics really stand out this past holiday season?
This year’s marketing campaign for holiday featured an office gift giving scene that was really fun.
Post-holiday strategies to capitalize on new players who purchased or were gifted holiday games:
We launched our 40th Anniversary family of tickets and it has performed very well.
Major lessons learned in 2025:
We have learned from recent years that a $10 Halloween/Holiday game is needed in our mix.
Western Canada Lottery Corporation
WCLC’s holiday lineup included 11 games: two each at $2, $5 and $10, and one each at $1, $3, $4, $20 and $30. View the games in our ticket gallery.
Most successful game(s):
The $20 Players Choice 20th Anniversary was our most successful ticket this year, due to the value of having multiple tickets and a winner in each pouch, ultimately making it a great gift. In addition, the 20th Anniversary branding along with the gold packaging likely helped drive sales.
General timing of holiday marketing:
From an owned media perspective, we start supporting holiday tickets in mid-November. Paid support started in December and ran through to the 25th, driving players to retail and engaging them with a microsite.
Post-holiday strategies to capitalize on new players who purchased or were gifted holiday games:
Our lineup for the first quarter of 2026 is packed with innovative tickets, which we hope new players find exciting:
$1 Dollar & A Dream – The name reflects the idea that even a small step can open the door to possibility, starting with just one dollar and one dream. It’s designed to resonate with first-time buyers who crave escape, and possibility.
$2 Fizz Tripler – The soda can aesthetic taps into positive nostalgic cues from the 90s and early 2000s branding. The die cut shape is coupled with an orange cream soda scent. It’s a smart little splurge with a chance to triple your money in under a minute.
$7 OH! CANADA – Canadian pride continues to play a significant role in purchase decisions. The focus is on a series of quick play mini games with nostalgic and relatable imagery tapping into familiarity and comfort.
$10 Escape Room – The puzzle mechanic adds a layer of excitement and story, and creates anticipation and a sense of discovery. The game feels like entertainment first, lottery second. It’s ideal for players that rank experience over the win, and takes extended play to a whole new level.
$20 Bingo Party – Designed to be played in a group of two or more (up to six people)! Every pouch has a winner, and there are lots of small wins sprinkled throughout. An intentionally modest top prize to keep the focus on experience over competitiveness.
Major lessons learned in 2025:
We found that players are gravitating toward games with higher price points for the holiday season. Next year, we are planning to launch additional tickets at the $20 price point, to allow additional choices for our players. In addition, we’ll be launching a holiday ticket at the $7 price point for the first time (we currently have tickets at this price point but never had a holiday ticket).
Wisconsin Lottery
Wisconsin’s holiday lineup included six games: one each at $1, $3, $5, $10, $15 and $20. View the games in our ticket gallery.
Most successful game(s):
We consider our $20 ticket, Merry and Bright, the most successful. We increased the top prize of this ticket to $200,000 to be more in line with other $20 games we offer, helping it outperform last year’s $20 holiday ticket!
General timing of holiday marketing:
Our holiday scratch games launch in mid-October with most advertising, such as TV support, starting in early November. Some but not all elements ran through the end of December, due to the emphasis being more about scratch tickets for gift-giving rather than just the holiday tickets themselves. Even after selling out of the specific holiday tickets, our other scratch games sold very well through the holidays.
We also have a Holly Jolly Raffle game that launched in October, but the only advertising for the raffle was POS and advertising on our website, mobile app and social media.
Did any marketing tactics really stand out this past holiday season?
We tried a few things differently this year from previous years, but we are still looking into whether any one item was more responsible for the success over others.
Post-holiday strategies to capitalize on new players who purchased or were gifted holiday games:
We launch an X multiplier family of games in early January to try to reach and retain new players. Tickets using well-known licensed properties also help here. We had two licensed property games during that time: a $3 board game-themed, extended play game during the holidays that was an excellent gift option, and we also launched a unique and nostalgic $2 novelty-themed ticket on Jan. 2.
Major lessons learned in 2025:
Our $5 ticket and $20 tickets outperformed the previous year’s holiday tickets. With the $5 ticket, we strongly pushed the “loaded with $500" aspect right in the game name, and with the $20, we increased the top prize and gave it special printing features.
