The Kentucky Lottery achieved record monthly scratch-off sales of $70m in March, beating a record that had stood for 30 years since the first month the product was introduced.
March’s $70m in scratch-off sales beat the $68.1m record sales achieved by the Kentucky Lottery in April 1989, with the lottery attributing its success to improved retailer management and the launch of its first $30 scratch game.
The $30 Break Fort Knox game was created to celebrate the lottery's 30th anniversary.
"Our first $30 price point Scratch-off game featuring our first-ever top prize of $3 million was extremely well-received by Kentucky players," said Kentucky Lottery president and CEO Tom Delacenserie.
"We've spent the past two years increasing our marketing support, vending machine distribution, retailer plan-o-grams, ensuring 95% of new games are activated within three days of receipt, and dramatically reducing out-of-stocks. We also have an entirely new way we are managing our Scratch-off products that predicts what our individual retailers need and ensures their supply meets consumer demands."
"The combination of inventory management and best practice execution at retail by our sales and marketing team has made a big impact on sales of our Scratch-off product," Delacenserie added. "This ultimately provides a positive impact to the Lottery's contributions to fund Kentucky college scholarship and grant programs."
The Kentucky Lottery adopted Scientific Games’ Enhanced Partnership Program for instant game management in September 2018, covering every aspect of its $613 million product line of scratch-offs. This includes game development and portfolio management, advanced logistics for warehousing and distribution, and growing retail sales.
"We are proud that the Kentucky Lottery has already broken records after trusting the full category management of its instant Scratch-offs to Scientific Games," said John Schulz, SVP of Instant Products at Scientific Games. "This program has been refined over the last several decades, in part by developing advanced technologies, and it is used by some of the top-performing lotteries in the U.S. and the world."