Iowa’s PlayBook Incredibly Successful
July 2, 2013 – “We ordered what normally would have been a two-year supply of tickets in a $20 game and the Game Book sold out in just four months,” said Terry Rich, the Iowa Lottery’s executive director.
Those impressive sales numbers are the result of the innovative PlayBook scratch-offs, from lottery operator Pollard Banknote, which the Iowa Lottery implemented at the beginning of this year.
According to a press release from Pollard Banknote this morning, the PlayBook is one of the most successful instant game options offered by the Iowa Lottery in all of its 27 years.
The PlayBook is a $20 booklet of scratch-off tickets which, bought separately, would cost players more than the $20 PlayBook.
Pollard Banknote designs the booklets to include several tickets for one game, or several different games and play styles with a recurring theme.
“Our customers – and retailers – really responded to the concept of multiple games in one product,” Rich said.
In fact, according to this morning’s release, the popularity of the PlayBooks in the past six months has amounted to a 25 percent increase in the number of retailers selling $20 scratch-off options.
And more than 95 percent of Iowa’s Lottery retailers now carry the $20 PlayBooks.
After the success of their first six months offering a PlayBook, the Iowa Lottery launched its Blazing Hot 7’s Game Book in mid-June.
Pollard Banknote says Iowa’s success story with the PlayBooks is one of many.
According to co-CEO Doug Pollard, “Nearly 30 PlayBook games have been launched in eight lotteries in the United States–all with outstanding results.”
He added that five international lotteries have implemented the PlayBooks.
In its 27 years of operation, the Iowa Lottery has returned $1.4 billion to the benefit of the state.
Iowa Lottery profits are earmarked to offer support to military veterans and stimulate the state’s tourism industry. A portion of the earnings are deposited into the state’s General Fund each year.