“The Game of a Lifetime™” Offers TWO “For Life” Prizes.
On Tuesday, January 27, more than 41,000 Lottery retailers across 14 states will begin sales of “Lucky for Life™,” the industry’s newest multi-state draw game. Tagged as “The Game of a Lifetime™,” Lucky for Life features a top prize of $1,000 a day for life as well as a second prize of $25,000 a year for life, and twice-weekly drawings.
The “Lucky” game was introduced in 2009 in Connecticut. Three game changes since then have included an extension to the five additional New England states, and now to Arkansas, Delaware, Idaho, Michigan, Minnesota, Missouri, Montana, and South Carolina. Because of the steady population expansion, the game has grown from a top prize of $2,000 a week for life, to a $1,000 a day for life top prize, a patented second “for life” prize, and additional prize levels that resonate with players.
Central to Lucky for Life is the collaboration between member lotteries. Anne M. Noble, President and CEO of the Connecticut Lottery Corporation, is the lead director for the game’s management. “The New England lotteries historically served as stewards of the game. Because of their prior experience with Lucky, that group initiated prize structure development, market research, finance, rules and project management,” Noble said. “However, participating lotteries now provide game expertise and are active in advertising and development efforts. A universal marketing theme brands the game and serves as a guide for the localized efforts and messaging that are so important to success. Lotteries are building programs tailored for their consumer base, and are experiencing significant interest as a result. Idaho’s pre-launch social media campaign, for example, has exceeded their expectations, as have programs coordinated by other states.”
Through a competitive process, the participating lotteries selected SMZ, the advertising agency of record for the Michigan Lottery, to develop marketing assets used by participating states for the launch.
“Let luck follow you” is a key marketing message for the game. Consumers can follow the luck beginning Jan. 27 on the game’s central web site, www.LuckyforLife.US, on Facebook, and on Twitter. Each lottery will promote Lucky in its own unique way and contribute to a centralized effort to elevate game awareness and excitement through cost effective platforms such as social media.
With Lucky for Life, a true “for life” win opportunity in a draw game is available. Both the top prize and second prize are payable for the entire of a winner’s natural life. “This win style holds great attraction for consumers. When we say ‘for life,’ we mean it,” said May Scheve Reardon, Executive Director of the Missouri Lottery. “We believe that winning a prize that can be paid on an on-going basis is tremendous incentive for consumers to purchase the game and that is part of the reason our lottery joined the Lucky for Life team.”
Lucky for Life expands at a time when diversification of a lottery’s draw game offering is critical. “High jackpots are both exciting and necessary for our industry. Lucky is designed to sustain consumer interest as well as a lottery’s weekly per capitas in-between those high jackpots. It’s easy to play and it’s luck that lasts a lifetime,” adds Charlie McIntyre, Executive Director of the New Hampshire Lottery.
The draw game follows a standard “match and win” double matrix format. Educational materials will be available in-store and online at www.LuckyforLife.US, and at individual lottery web sites. The two pools of numbers include a 5 of 48, and a 1 of 18 selection to complete each play. Prize amounts are based on matches made and odds for each match.
“In South Carolina, and elsewhere across the country, the consumer demand for a ‘for life’ game like Lucky is high,” according to Paula Harper Bethea, Executive Director of the South Carolina Education Lottery. “The blend of prizes and odds is designed to allow players to feel the win at all levels of the game, and we expect this game to be successful for our beneficiaries.”
Features that make Lucky for Life a unique addition to lottery product portfolios include:
1. A top prize of up to $1,000 a day for life, payable as an annuity or lump sum.
2. A second prize of up to $25,000 a year for life, payable as an annuity or lump sum.
3. “For Life” prizes are payable for the length of a winner’s natural life. At minimum, 20 years of payments are guaranteed; however payments could last much longer, based on the lifespan of a winner.
4. Twice a week drawings will be held in Connecticut (the drawing host state) every Monday and Thursday at 10:38pm, Eastern time.
5. Following each drawing, players will be able to view the drawing via upload on www.LuckyforLife.US, and on participating states social media and web sites.
6. Tickets cost $2 each, and offer a minimum prize of $3 as a winning experience.
7. Eight prize levels besides the two “for life” levels are available to win.
8. Overall odds are similar to scratch game odds, and are set at 1 in 7.8.
9. Top prize odds offer a life changing experience but with odds more familiar to lotto style games, and are set at 1 in 30,821,472.
On Tuesday, January 27, the new Lucky for Life draw game will launch in 14 states across the country including: Arkansas, Connecticut, Delaware, Idaho, Maine, Massachusetts, Michigan, Minnesota, Missouri, Montana, New Hampshire, Rhode Island, South Carolina and Vermont.
The first drawing will take place on Thursday, January 29.
Three additional lotteries including D.C Lottery & Charitable Games Control Board, Iowa Lottery Authority, and the Kentucky Lottery Corporation are the next lotteries slated to join the game.
To follow the luck that lasts a lifetime, visit www.LuckyforLife.us, or stop by your local lottery retailer. Age restrictions apply, according to local jurisdiction. Please play responsibly.