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WHAT IS PoolingPLUS™ ?
PoolingPLUS™
is a new Lottery transaction that results in a new
combination ticket. It gives the Lottery the ability to
incentivize players to purchase more on-line tickets
without the use of discounts or giveaways. The Lottery
transaction combines a suggested required purchase of a traditional
ticket(s) with a pool of tickets to give the players more
chances of winning. (See sample ticket on
right).
Recent independent
focus testing clearly confirms that this pooling
option gives players a valuable incentive to play more
often and spend more when they do. Some player segments
reported they would almost DOUBLE their regular play (“…more
than half stated that their spending would likely double.”)
In a worsening economy, players are looking for
additional value for their money. Thus, lotteries should
be looking for products that give players an AFFORDABLE
way to get MORE chances to win.
It is important to understand the following:
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Each pool is made up of 10 plays shared by 10
players. Therefore, although each of the 10 players
receives their own ticket showing the 10 plays, there
are only 10 plays in total, and the lottery will be
receiving full price of $10 for the 10 plays.
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The PoolingPLUS™ option also requires a minimum
purchase of 2 or more 100% owned tickets. The
combination ticket will show both the 100% owned plays
and pool of plays. (SEE ILLUSTRATION).
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The pooling process is designed so that even if
there are hundreds of thousands of pools, ALL the pools
will be full, with the possible exception of the very
last pool. If required, RMS will reimburse the lottery
for any unfilled positions if this occurs.
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Because this option will motivate players to begin
playing earlier in the jackpot/win cycle, the jackpots
will grow faster.
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Regular PoolingPLUS™ players will win 10 times more
frequently than they do now. For the lower end prizes
that are shared, there are at least 6 methods to handle
payouts. One method is to re-incentivize players to
"Roll-Over" their small wins (of less than $1) into
another pooling play without having to meet the minimum
2 ticket requirement. This allows players to get into
another pool for less than $1.00. The lottery will have
converted a small payout into another full-price sale.
These RollOver™ Pools will have a very significant
perceived value to players and will result in
additional revenue for the Lottery and Retailers.
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Because of the qualifying purchase, Retailers will
benefit from significantly higher profits per lottery
transaction, as shown in the illustration to the right.
Retailer Profits
Increase on
PoolingPLUS™
Transactions!
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All lottery players understand and are interested in
pooling, not just because they’ve seen pool after pool
winning major jackpots, but also because they are aware
of the extremely high odds against winning. Adding
pooling to their play mix just makes good common sense.
Many players have asked "Why give away only 1 - $100
Million dollar prize making only one person rich? Why
not give away 10 - $10 Million dollar prizes, making 10
people rich? In effect, that is what pooling does.
In the large games like Powerball and Mega Millions,
PoolingPLUS™ offers the players 10 chances to become a
multi-millionaire - all for only an extra $1 – a proven
powerful and attractive option. Players will win ten
times more often, and when they win a share of the
smaller prizes, they will have an opportunity to use
the RollOver™ pool option.
Compared to a single ticket play, where only one
prize can be won, for the same price the pooling option
can deliver multiple prizes.
It is becoming more and more evident within the
industry that there is a very significant segment of
players who are not necessarily motivated ONLY by huge
jackpots - the success of raffles proves this point.
These players, who are keenly motivated by better odds
of winning, are the primary target for PoolingPLUS™.
But, it cannot be overstated that this product's
potential to bring back lapsed players, and to bring in
new players will also have a very significant impact on
the Lottery's bottom line. And, while most players have
a high interest in pooling, unless there is an office
pool where they work they don’t have any access to
pooling.
Pooling through PoolingPLUS™ is also easy and very
convenient. It eliminates all of the traditional
hassles of putting the pools together, collecting the
funds and managing the pool, plus it’s backed by the
security and reliability of the State Lottery.
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And there’s dozens of possible promotions.
For example, one promotion might be: “Any time you buy
two or more regular plays (or 1 Power Play) and say “
Pool It,” you can buy a pool of 10 more regular plays
for only an extra $1. That’s 12 chances to win for the
price of only three!” (See promo illustration on
left).
Players want more chances to win. So, it’s a ‘no-brainer’
for them to see the value in any offer that
gives them 10 more chances to win for only a dollar.
For example, in the above offer players are spending
$3, but are getting 12 chances to win. This example
highlights one of the positive characteristics of
pooling, which is that the players are always getting “
more.” Yet the Lottery receives full value for the
pooling plays as it collects a full $10 for each pool
of 10 plays -- $1 from each pooling participant.
Additionally, for the player, they now receive the best
of both worlds. They still have their 100 percent owned
tickets for their chances to ‘win it all,’ and now, for
just an extra dollar, they have 10 more chances to win
as part of a pool.
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PoolingPLUS™ gives the Lottery complete flexibility
through all of the parameter-driven controls to offer
dozens of different promotions.
The Lottery controls and sets the terms of the
promotion and all of the following parameters:
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Jackpot level triggers for varying the promotional terms
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Required minimum purchase of traditional on-line tickets
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Quantity of plays to be shared
PoolingPLUS™ also adds entertainment value because now
players have a lot more numbers in the game, so
drawings will once again become ‘events’ in their
lives. Imagine a family sitting around the TV set after
a drawing and sorting through dozens, even hundreds of
number sets to see if they have won. That’s power that
on-line games have not wielded in more than a decade.
Pooling fulfills a key marketing objective to produce
more winners, and stories of those winners could be
used to help promote the pooling incentive, which in
turn will drive more sales of on-line tickets.
PoolingPLUS™ can also be used to incentivize purchases
of ANY existing Lottery product. For example, it can
also be used as an incentive to join the Lottery’s VIP
Player’s Club - “Join the Lottery’s VIP Player’s Club
and get into a FREE PoolingPLUS™ pool of 10 tickets!”
It can also be used to incentivize players to purchase
new or existing instant tickets by offering a pooling
combination.
The incentive and promotional tie-in opportunities
are endless.
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U.S. Patent No. 7,527,556 and Patent Pending, Pub. No WO 2007/044440.
© 2006 - 2010 Relationship Marketing Systems, LLC. ALL RIGHTS RESERVED.
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