Colorado Lottery Tracking Study Presentation May 2011 (W1) for Colorado Lottery by Simon Jaworski.

Colorado Lottery Tracking Study Presentation

May 2011 (W1)

for Colorado Lottery

bySimon Jaworski

22

Colorado Lottery Tracking Study: Content

PAGE

BACKGROUND, OBJECTIVES, METHODOLOGY, SAMPLE 3 – 6

KEY FINDINGS & RECOMMENDATIONS 7 – 13

AD AWARENESS 14 – 19

SECOND CHANCE DRAWINGS, SOCIAL MEDIA, WEBSITE & BENEFITS 20

– 25

LOTTERY PLAYERSHIP 26 – 36

SCRATCH GAMES 37 – 45

MULTI-STATE JACKPOT GAMES – POWERBALL & MEGA MILLIONS 46 – 57

OTHER DRAWING GAMES – LOTTO, CASH 5, MATCHPLAY 58 – 66

MILLIONAIRE RAFFLE 67 – 69

KEY LOTTERY DYNAMICS: PLAYER TYPE, DAY PLAYED,

LOTTERY OPINIONS, GAME SATISFACTION RATINGS & DEMOGRAPHICS 70

– 77

APPENDIX 78 – 90

33

Background

TRiG is conducting a point-in-time tracking study for Colorado Lottery and Cactus Marketing Communications: Wave 1: April 18- April 26 Wave 2: June 3- June 13 (anticipated)

TRiG has been conducting this study with the following focal points:

1. Data Continuity with historical Colorado Lottery tracking studies

2. Ensuring data collected online comports with previous RDD only studies

3. Managing sample to be reflective of overall Colorado population

This study collects a wide range of data regarding many different aspects of the following games:

44

Objectives

There are two key goals for this Colorado Lottery Point-In-Time Tracking Study:

To give the Lottery and Cactus accurate and relevant information, to enable both parties to make sound business decisions based upon market trends.

To enable the Lottery to use the new Tracking Data in conjunction with the historical information captured over the previous Telephone Tracking Study, and to make both the study and the data a seamless integration into the lottery’s business plan, on a weekly, monthly and annual basis

Player Profiles Based on their Gender, Age, Income, Education, Employment, Ethnicity, Language of

preference for communications (e.g., Spanish) and Regionality.

Playership and Spending Frequency of playership and the games they play A composite profile of the “typical” Colorado Lottery player To compare incidence findings of overall total playership, Frequent and Infrequent

playership, and Non-playership (for all Lottery games) to previous waves of the Attitude & Usage study.

To uncover whether the rate of cross-playership has increased or decreased among Frequent (weekly and monthly) and Infrequent players;• To determine spending patterns for players of each Lottery game

• To determine equity ratings for the various Lottery games and compare to previous waves

55

Methodology

596 Colorado respondents participated in a 15 minute survey 450 completed online 146 completed by telephone interview

The respondents: Must be older than 18 years of age Must not have moral objections to Colorado running a state lottery Must not work for an advertising agency, market research company,

marketing consultant, any type of Lottery or a store that sells lottery tickets Phone respondents must not have internet access

Questionnaire subject areas: Demographics & Internet Usage Participation in other gaming activities Awareness of Colorado Lottery games, advertising and promotions Playership of Colorado Lottery games: frequency of ticket buying, purchase

motivations and barriers, influence of jackpot size, game equity Impact of Mega Millions Image perceptions of Colorado Lottery

66

Sample Frame

N=596 completes Gender breaks Research Colorado Population

– Female 51% 51%

– Male 49% 49% Age breaks (% of adult population)

– 18-24 10% 11%

– 25-34 17% 20%

– 35-44 17% 20%

– 45-54 24% 20%

– 55-64 17% 14%

– 65+ 15% 15% Race*

– Caucasian 81% 84%

– Asian 3% 3%

– African American 5% 4%

– Other 15% 10% Ethnicity

– Hispanic 21% 21%

– Not Hispanic 79% 79%

* Percentages total more than 100% as respondents were allowed to select more than one answer choice

77

Key Findings

88

Key Findings (1)

63% of Coloradoans recall viewing or hearing Colorado Lottery advertising within the past month, down from 69% last year (May ‘10).

Powerball advertising has produced the strongest past month unaided recall, at almost twice the level of the remaining games.

Scratch Games, Lotto and Mega Millions follow respectively with 10-12% unaided

Ad awareness in the past month.

TV advertising was the most noted channel for creating Ad awareness for the Colorado Lottery, with Billboards and Point of Sale being the second and third most prominent forms, respectively.

Almost half of all Coloradoans are aware of the Colorado Lottery Second Chance Drawing.

Almost ¾ of Coloradoans utilize social media, with 56% being Facebook users.

Social Media users skew younger, and could be a perfect tool to help increase Lottery trial among the 18-34 age groups.

There is a 5:1 ratio of Positive to Negative feelings about the Colorado Lottery!

99

Key Findings (2)

One in three respondents has been on the CO Lottery website in the past month, although more than half of all respondents have never visited the website.

More than 50% of the past month Colorado Lottery website visitors have noticed the website redesign. The Colorado Lottery website has a Top 3 Box % score of 57% in terms of the website’s ‘excellence’.

37% of respondents believe that the Lottery provides a source of funding for maintenance of parks and recreation areas and other outdoor projects.

There does appear to be an opportunity to further educate Coloradoans about where the Lottery money proceeds are spent.

78% of respondents have played CO Lottery games ever, with Scratch Games and Powerball having the highest playership. Past Year playership is at 68%, down 1% from the same time period from 2010.

54% of Coloradoans have played at least one Lottery game in the past month.

Only 1/3 of the Colorado population have ever played Mega Millions!

1010

Key Findings (3)

Two out of three total respondents indicated a likelihood to purchase lottery games in the future. Only 17% stated they would be unlikely to purchase.

50%+ of all players purchase tickets at convenience stores regularly, while more than one in three regularly buys their Lottery tickets at grocery stores.

Almost half of Past Year Lottery players have experienced at least one issue at a retail store while trying to purchase a Lottery game. These issues are driven by out-of-stock Scratch Games, unknowledgeable staff or Game terminals/Scratch dispensers not working.

Players’ key motivations to play Lottery, are the chance to win money (82%) and the entertainment value of the games (57%).

More than 90% of Scratch Game players have played a $1 Scratch Game in the past year, although $5 tickets are purchased at higher frequencies on monthly and annual bases than $3 tickets. 6 out of 10 of players spent less than $5 the last time they played Scratch Games.

Players who are spending less on Scratch Games in the past 3 months, say this decision is being driven primarily by having less money available to spend.

47% agree the price of gas has directly lowered their spend on the Colorado Lottery!

1111

Key Findings (4)

The Size of jackpot is the No.1 influence for Powerball ticket purchase, followed by players ‘having spare money’ and ‘feeling lucky’.

However, the more frequent the player, the less motivated they are by increasing jackpot sizes. Only 43% of Powerball players claim to increase spend as the jackpot increases.

28% of Mega Millions players spend more than $10 in a typical month (slightly lower than Powerball at 33%). 72% of Mega Millions players spent $5 or less the last time they played (very similar to Powerball).

Powerball and Mega Millions players are in essence very similar, with the notable exception that the % penetration rate of Mega Millions is half that of Powerball.

The average (mean) weekly ‘new money’ spent among all Mega Millions players is $9 (although the median ‘new money’ spend is less than $2.)

70% of Mega Millions players are spending $5 or less in terms of ‘new money’.

Over half of all respondents who play Powerball and Mega Millions spend the same on both games regardless of the size of each game’s jackpot!

1212

Key Findings (5)

There is a 50-50 split between those that play the same Colorado Lottery games each week and those that change the Lottery games they play.

57% of Past Year Players spend the same amount on Lottery every week, regardless of the games played.

Only 12% of those who play Powerball and Mega Millions, will increase Mega Millions spend if the jackpot is high, while maintaining Powerball spend.

One third of Powerball players either are not aware of/familiar with Mega Millions or have not thought about playing the game.

Mean spend for MatchPlay is very similar to both Powerball and Mega Millions, so the opportunity again appears to increase the trial levels of MatchPlay.

15% of respondents who have played CO Lottery games have purchased a Millionaire Raffle ticket. Of these players, 60% only bought 1 Raffle Ticket last time around.

40% of CO lottery players express an intent to purchase Bonus Millionaire Raffle tickets in the near future!

1313

Recommendations

1. Game Awareness, Ad Awareness and understanding of Mega Millions should be the #1 priority for the Colorado Lottery moving forward, as there is a great opportunity to increase player penetration. Once Lottery players actually play Mega Millions, the spend peripherals and patterns are similar to Powerball.

2. Looking at days where Players claim to play, the largest opportunity to increase Lottery purchases is Tuesday. Weekends and Wednesdays are already strong (as with most historical Powerball states). This can go hand in hand with Mega Millions.

3. There is a strong opportunity to increase Raffle playership in Colorado, with the last Raffle game only purchased by 15% of the population.

40% of CO lottery players express an intent to purchase Bonus Millionaire Raffle tickets in the near future, so an extra 25% of Lottery players claim they will Probably or Definitely play the Bonus Millionaire Raffle, compared to the last Raffle.

4. There appears to be a strong case for an increased use of Social Media in Lottery communications, specifically to ensure enough of the youngest age group, 18-34 year olds, are aware of Colorado Lottery games, promotions and jackpot sizes.

5. There does appear to be an opportunity in further educating Coloradoans about where the Lottery money proceeds are spent.

1414

Ad Awareness

1515

Past Month CO Lottery Ad Awareness

63% of respondents recall viewing or hearing Colorado Lottery advertising within the past month.

This is down from 2010’s equivalent wave of 69%.

% Yes0%

20%

40%

60%

80%

100%

May-10; 69% May-11; 63%

Q1. In the past month have you seen or heard any advertising for Colorado Lottery games?

(n=596)

1616

Games Advertised Past Month – Unaided Ad Awareness Total Market

Powerball advertising has produced the strongest past month unaided recall, at almost twice the level of the remaining games.

Scratch Games, Lotto and Mega Millions follow respectively with 10-12% unaided Ad awareness in the past month.

0% 20% 40% 60% 80% 100%

21%

12%

11%

10%

7%

6%

6%

3%

2%

2%

Q2. Please list which Colorado Lottery games you have seen advertised in the past month?

PowerballScratch games/Scratch

tickets/Scratch Off

Lotto

Mega Millions

Crossword/Crossword Scratch/Puzzle

Colorado Lottery/Lottery

CASH 5

Millionaire Raffle/Raffle

MatchPlay

Bingo

(n=596)

1717

Games Advertised Past Month – Aided Ad AwarenessTotal Market

Almost half of all respondents stated that they had seen or heard ads for Powerball and Scratch Games in the past month.

Mega Millions and Lotto had the next highest aided Ad awareness at 35%.

0% 20% 40% 60% 80% 100%

49%

48%

35%

35%

19%

13%

9%

Q3. Which of the Colorado Lottery games have you seen or heard advertising for in the past month?

Powerball

Scratch Games

Mega Millions

Lotto

Cash 5

MatchPlay

Raffle tickets

(n=596)

1818

Games Advertised Past Month – Total Ad AwarenessTotal Market

The strongest performing games in Past Month Ad awareness are Powerball and Scratch Games.

0% 20% 40% 60% 80% 100%

50%

49%

36%

35%

20%

13%

9%

7%

6%

Q2. Please list which Colorado Lottery games you have seen advertised in the past month?Q3. Which of the Colorado Lottery games have you seen or heard advertising for in the past month?

Powerball

Scratch Games

Lotto

Mega Millions

Cash 5

MatchPlay

Raffle tickets



(n=596)

1919

Source of Advertising Awareness Past Month

TV advertising was the most noted channel for creating Ad awareness for the Colorado Lottery.

Billboards and Point of Sale messaging follow as leading drivers of awareness.

Q4. Where did you see or hear the advertising for the games below, in the past month?

All Games Powerball

Mega Millions

Scratch games LOTTO MatchPlay CASH 5

Raffle tickets

(n=596) (n=596) (n=596) (n=596) (n=596) (n=596) (n=596) (n=596)

TV 35% 35% 23% 35% 24% 7% 12% 5%Billboards 22% 22% 16% 10% 12% 2% 3% 1%

In-store signs (point-of-sale)

22% 22% 14% 22% 16% 6% 8% 3%

Radio 14% 14% 8% 12% 10% 2% 5% 2%Internet 9% 9% 6% 8% 7% 3% 5% 3%

Newspaper 9% 9% 7% 7% 7% 2% 4% 2%Bus signs 7% 7% 5% 5% 5% 2% 2% 1%

Events (such as festivals,

sporting events, etc)

3% 3% 2% 2% 3% 1% 1% 0%

Social Media 3% 3% 1% 2% 2% 1% 1% 1%Direct mail 2% 2% 1% 2% 2% 1% 1% 1%

2020

Colorado Lottery Second Chance Drawings,

Social Media, Website &

Lottery Benefits

2121

Second Chance Drawing

Almost half of respondents are aware of the Second Chance Drawing and a similar number indicated they were likely to participate.

There is a big opportunity to drive second chance drawings in Colorado.

Q5. Are you aware of the Second Chance Drawing that the Colorado Lottery runs, which allows players to submit their losing Scratch tickets for an opportunity to still win prizes from a separate drawing?

Q6. Are you likely to participate in a Colorado Lottery Second Chance Drawing?

0%

20%

40%

60%

80%

100%

2%

49%

48% Yes

No

Don't know

(n=596)(n=596)

Awareness ofSecond Chance Drawing

Likely to Participate in Second Chance Drawing

0%

20%

40%

60%

80%

100%

15%

38%

46% Yes

No

Don't know

2222

Social Media Websites Used

Almost ¾ of respondents utilize social media

56% are Facebook users.

Social Media users skew younger.

0% 20% 40% 60% 80% 100%

56%

27%

25%

13%

9%

9%

8%

6%

27%

Q7. Which of the following Social Media websites do you actively use (or visit frequently)?

Facebook

Yahoo

YouTube

MSN

My Space

Twitter

LinkedIn

Google-Talk

Do not follow / visit Social Media websites

(n=596)

2323

Colorado Lottery Website

One in three respondents has been on the CO Lottery website in the past month.

More than half of all respondents have never visited the website.

Over half of the past month website visitors noticed the website redesign.

0%

20%

40%

60%

80%

100%

54%

14%

15%

18% In the Past Week

In the Past Month

In the Past Year

I have never vis-ited the Lottery website

(n=192)*(n=596)

Last Visited WebsiteNoticed Website Changed

(Website visitors – Past month)

*Base=Respondents who have visited the CO website in the past monthQ8. Which of the following best describes when you last visited the Colorado Lottery website? Q9. Did you notice that the Colorado Lottery website has changed recently?

0%

20%

40%

60%

80%

100%

7%

36%

57%Yes

No

Don't know

2424

Rating of Colorado Lottery Website Design

The website redesign was widely viewed as an improvement with 57% of respondents who have seen it giving it a rating of 8 or higher on a scale of 1 to 10.

0%

20%

40%

60%

80%

100%

6%8%

12%

18%

21%

17%

18% Rating 10 - Excellent Website

9

8

7

6

5

Rating 1 - 4 Poor Website

(n=276)*

*Base=Respondents who have visited the CO websiteQ10. On a scale of 1 to 10, where 10 is an excellent website that offers you everything you need to know about the Colorado

Lottery and its games, and is easy to use, and 1 is a poorly designed website that is difficult to use, how would you rate the Colorado Lottery website?

Mean Rating: 7.6

Top 3 Box: 57%

2525

Main Benefits of CO Lottery for the Residents of CO

37% of respondents believe that the Lottery provides a source of funding for maintenance of parks and recreation areas and other outdoor projects.

There does appear to be an opportunity in further educating Coloradoans about where the Lottery money proceeds are spent.

0%

20%

40%

60%

80%

100%

37%

17%10% 8%

15% 13%

Q11. When you think about the Colorado Lottery, what are the main benefits for the residents of Colorado that come to mind?

(n=596)

Funding for/ maintenance

of parks & recreation, open space, outdoor

projects

Money/Chance to win money/ get rich/Win

money to help finances

Money goes toward

education/ schools

Money for state/Colorado/ state projects/ government

Other Don't know

2626

Lottery Playership

2727

Yes78%

No22%

Don't know1%

CO Lottery Games - PlayershipTotal Market

Q13. Have you ever played any of [these] Colorado Lottery games?Q14. Which Colorado Lottery games have you ever played?

(n=596)

Games Played EverEver Played CO Lottery Games

0% 20% 40% 60% 80% 100%

60%

58%

52%

32%

24%

11%

8%

22%

Scratch Games

Powerball

Lotto

Mega Millions

Cash 5

MatchPlay

Raffle tickets

None

(n=596)

78% of respondents have played CO Lottery games ever.

Scratch Games and Powerball have the highest playership.

Only 1/3 of the population have played Mega Millions.

2828

CO Lottery Games - PlayershipAmong Ever Played Colorado Lottery

Of the respondents have player CO Lottery games, three out of four have played Scratch Games and/or Powerball.

There remains a big opportunity to increase trial in Mega Millions.

Yes78%

No22%

Don't know1%

*Base=Respondents who have ever played CO lottery gamesQ13. Have you ever played any of [these] Colorado Lottery games?Q14. Which Colorado Lottery games have you ever played?

(n=596)

Games Played EverEver Played CO Lottery Games

0% 20% 40% 60% 80% 100%

77%

75%

67%

42%

32%

14%

10%

0%

Scratch Games

Powerball

Lotto

Mega Millions

Cash 5

MatchPlay

Raffle tickets

None

(n=462)*

2929

Games Played In …TOTAL MARKET

68% of total respondents have played CO Lottery in the past year.

54% had played at least one game in the past month.

Q15. IN THE PAST YEAR, which of these Colorado Lottery games have you played? Q16. AND IN THE PAST MONTH, which of these Colorado Lottery games have you played? Q17. AND IN THE PAST WEEK, which of these Colorado Lottery games have you played?

(n=596)

0% 20% 40% 60% 80% 100%

68%

48%

47%

37%

28%

17%

9%

5%

32%

Total Lottery Playership

Scratch Games

Powerball

Lotto

Mega Millions

Cash 5

MatchPlay

Raffle tickets

None

… Past Year

0% 20% 40% 60% 80% 100%

54%

30%

33%

24%

18%

9%

5%

2%

46%

… Past Month

0% 20% 40% 60% 80% 100%

37%

18%

21%

16%

10%

6%

4%

1%

63%

… Past Week

(n=596) (n=596)

(69%May’10)

3030

Games Played In …Among Players within each time period

Powerball has seen strong playership within the past month, in all likelihood helped by large Powerball jackpots in March & April.

Lotto still ranks as the 2nd most played Colorado Drawing game.

*Base=Respondents who have played CO lottery games ever /past year/monthQ15. IN THE PAST YEAR, which of these Colorado Lottery games have you played? Q16. AND IN THE PAST MONTH, which of these Colorado Lottery games have you played? Q17. AND IN THE PAST WEEK, which of these Colorado Lottery games have you played?

(n=460)*

0% 20% 40% 60% 80% 100%

62%

61%

48%

37%

23%

11%

7%

11%

Scratch Games

Powerball

Lotto

Mega Millions

Cash 5

MatchPlay

Raffle tickets

None

… Past Year

0% 20% 40% 60% 80% 100%

44%

48%

35%

27%

14%

8%

3%

22%

… Past Month

0% 20% 40% 60% 80% 100%

34%

39%

29%

18%

12%

7%

2%

31%

… Past Week

(n=409)* (n=317)*

3131

Outlets Where CO Lottery Tickets Purchased RegularlyTOTAL MARKET

More than half of all respondents purchase tickets at convenience stores regularly

More than one in three regularly buy at grocery stores.

0% 20% 40% 60% 80% 100%

52%

35%

10%

2%

2%

Q18. From which of the following outlets do you regularly purchase your Colorado Lottery tickets?

Convenience Stores

Grocery

Liquor Stores

Restaurant/Bar

Other Outlets

(n=596)

3232

Issues Faced at Lottery Retail Stores

Almost half of Past Year Lottery players have experienced an issue at a retail store.

These issues are driven by out-of-stock Scratch Games, unknowledgeable staff or Game terminals/dispensers not working.

0% 20% 40% 60% 80% 100%

27%

18%

16%

13%

7%

4%

1%

51%

*Base=Respondents who have played CO lottery games in the past yearQ19. Which, if any, of the following issues have you faced at Lottery Retail stores over the past year?

Scratch Games you wanted to play were unavailable

Store clerks/employee had little knowledge about games

Drawing Game terminals were not working

Scratch Game tickets in the dispensers were not visible

Lottery Game instructions were unclear

Incorrect numbers were displayed at location

Other

None of the above

(n=409)*

3333

Reasons for Not Playing CO Lottery in the Past Year

Issues relating to lack of money available, poor odds and prioritizing other spending over lottery are the most common reasons for not playing

*Base=Respondents who have not played CO lottery in the past yearQ20. Why have you not played the lottery in the past year?

Total(n=51)*

I don’t have the money 53%Poor odds/hard to win 47%I am spending money on other things 41%I don’t think I’ll ever win 41%I have no interest/I’ve lost interest 37%I forget to play 24%It’s a waste of money 22%It’s not worth the money 18%There are not enough winners 18%It’s not convenient for me 12%It’s hard to find out winning numbers 8%Going to casinos 6%The prizes are too small 6%The Lottery is confusing/hard to play 4%The money from the lottery not going where it’s supposed to 4%It’s not fun/entertaining/interesting 4%Personally opposed 2%Other 6%No reason 4%

3434

Reasons for Never Playing CO Lottery

Issues relating to pessimistic views about winning and poor odds are the most common reasons for non-players never having played the CO Lottery

*Base=Respondents who have never played CO lotteryQ21. Why have you never played the lottery?

Total(n=135)*

I don’t think I’ll ever win 41%Poor odds/hard to win 38%It’s a waste of money 36%I don’t have the money 35%I am spending money on other things 33%I have no interest/I’ve lost interest 29%It’s not worth the money 24%It’s not convenient for me 15%There are not enough winners 14%Personally opposed 12%It’s hard to find out winning numbers 10%I forget to play 9%The Lottery is confusing/hard to play 9%The money from the lottery not going where it’s supposed to 8%It’s not fun/entertaining/interesting 8%The prizes are too small 6%Going to casinos 4%Other 7%No reason 4%

3535

Key Reasons Why Play Lottery

Of those who have played a CO Lottery game within the past year, the most common motivations to play were the chance to win money and the entertainment value of the games.

A ‘chance to fulfill my dreams’ was stated by almost half of past year players.

*Base=Respondents who have played lottery in past yearQ22. Which of the following are key reasons why you play the Lottery?

Total(n=409)*

To win some money 82%For entertainment or fun 57%As a chance to fulfill my dreams 47%The money goes to good cause 31%It adds excitement to my life 25%There are always new games to play 15%My family or friends play 14%I have heard of local winners 13%I play in office pool at work 5%Other 1%No reason 1%Don't know 0%

3636

Likelihood to Purchase CO Games in the Future

Two out of three total respondents indicated a likelihood to purchase lottery games in the future.

Only 17% stated they would be unlikely to purchase.

0%

20%

40%

60%

80%

100%

8%9%

16%

23%

45%Definitely Purchase

Probably Purchase

Might or Might Not Purchase

Probably Not Purchase

Definitely Not Purchase

(n=596)

5-point scale where ‘5’ means Definitely Purchase and ‘1’ means Definitely Not PurchaseQ23. How likely are you to purchase Colorado Lottery games in the future?

Mean Rating: 3.9

Top 2 Box: 67%

3737

Scratch Games

3838

How Often Play Scratch Games

67% of scratch players have played within the past month.

Past week30%

Past month37%

Past year33%

Don't know1%

*Base=Respondents who have played Scratch games in the past yearQ24. How often do you play Scratch games? Would you say you play?

(n=287)*

3939

How Often Purchase Scratch Game Tickets

91% of respondents have played $1 Scratch Games in the past year

$5 tickets are purchased at higher frequencies on monthly and annual bases than $3 tickets

(n=287)*$1 $2 $3 $5 $10 $20

0%

20%

40%

60%

80%

100%

29%18% 13% 10% 4% 2%

36%

38%

26% 27%

12% 9%

25%

22%

23% 28%

22%16%

9%22%

38% 36%

62%72%

Never

Every Year

Every Month

Every week

*Base=Respondents who have played Scratch games in the past yearQ25. Which of the following best describes how often you purchase each of the following prices of Scratch Game tickets?

4040

Amount Spent on Scratch Games…

6 out of 10 of players spent less than $5 the last time they played Scratch Games.

4 out of 10 players spend more than $10 in a typical month.

0%

20%

40%

60%

80%

100%

59%

20%

12%

9%

$21+

$11 - $20

$6 - $10

$1 - $5

(n=287)*(n=287)*

…Last Time Played …in Typical Month

0%

20%

40%

60%

80%

100%

41%

17%

18%

6%6%

11%50+

$31-$49

$21-$30

$11-$20

$6-$10

$1-$5

*Base=Respondents who have played Scratch games in the past yearQ26. How much did you spend the last time you played Scratch games?Q27. Approximately how much do you spend on Scratch Games in a typical month?

Mean Spend: $10 Mean Spend: $21

4141

Spending More or Less on Scratch Games

The greater the frequency of playership, the more likely the player will perceive their spending on Scratch Games as increasing.

(n=287)*

Total Past Week Past Month Past Year0%

20%

40%

60%

80%

100%

0.01 0.01

34%23%

36% 40%

50%

47%

54% 51%

15%30%

10% 8%More

About the same

Less

Don't know

Note: Letters indicate a significant difference across player groups at the 95% confidence level*Base=Respondents who have played Scratch games in the past yearQ28. Would you say you are spending more, less, or about the same on Scratch games, as you were a year ago?

(B)(n=87)*

(C)(n=106)*

(D)(n=90)*

CD

B

4242

Why Spending Less on Scratch Games

Having less money available to spend is the key driver behind decisions to spend less on Scratch Games

(n=97)*

Note: Letters indicate a significant difference across player groups at the 95% confidence level^Caution: Small base size*Base=Respondents who are spending less on Scratch GamesQ29. Why are you spending less on Scratch games? Is it because…?

(B)(n=20)*^

(C)(n=38)*

(D)(n=36)*

0% 20% 40% 60% 80% 100%

75%

37%

16%

8%

4%

5%

3%

Have less money to

spend

Felt didn’t win enough

Spending less on principle

Less interested in

lottery games

Don’t enjoy it anymore

Other

None

Total Past Week Past Month Past Year

0% 20% 40% 60% 80% 100%

50%

30%

30%

5%

5%

15%

10%

0% 20% 40% 60% 80% 100%

79%

34%

13%

5%

3%

0%

3%

0% 20% 40% 60% 80% 100%

86%

42%

11%

14%

6%

6%

0%

BB

C

4343

0% 20% 40% 60% 80% 100%

73%

61%

60%

28%

22%

10%

0% 20% 40% 60% 80% 100%

76%

71%

80%

37%

28%

11%

0% 20% 40% 60% 80% 100%

75%

63%

58%

30%

23%

10%

0% 20% 40% 60% 80% 100%

68%

50%

42%

18%

16%

8%

Importance When Deciding to Buy Scratch Games

Having spare money is the key driver in decisions to purchase Scratch Games, followed by seeing the scratch tickets and also feeling lucky.

(n=287)*

Note: Letters indicate a significant difference across player groups at the 95% confidence level*Base=Respondents who have played Scratch games in the past yearQ30. Please think about the last time you bought Scratch games. Below is a list of reasons that may or may not have been

important to you in deciding to buy these Scratch games. Please check whether each reason was important or not important in deciding to buy the Scratch games.

(B)(n=87)*

(C)(n=106)*

(D)(n=90)*

I had spare money

I saw the scratch tickets

I felt lucky

I saw a lottery sign

I remembered the advertising

The sales clerk

mentioned it


CD D

D

D D

4444

0% 20% 40% 60% 80% 100%

86%

75%

72%

70%

67%

63%

60%

55%

51%

46%

0% 20% 40% 60% 80% 100%

86%

89%

83%

76%

78%

76%

69%

56%

54%

52%

0% 20% 40% 60% 80% 100%

85%

71%

73%

68%

61%

71%

59%

61%

52%

38%

0% 20% 40% 60% 80% 100%

87%

68%

61%

67%

62%

42%

53%

47%

47%

51%

Importance When Deciding Which Scratch Games to Buy

Ticket prices, the numbers of chances to win and bonus features are the most important factors in Scratch Game selection

(n=287)*

Note: Letters indicate a significant difference across player groups at the 95% confidence level*Base=Respondents who have played Scratch games in the past yearQ31. Below is a list of reasons that may be important when you’re deciding WHICH Scratch ticket to buy. Please indicate

whether any of the following reasons are important to you in choosing which Scratch games to play.

(B)(n=87)*

(C)(n=106)*

(D)(n=90)*

Price of the ticket

Number of chances to win

Having a bonus feature

Odds of winning

Top prize

Game you've won on before

Having many win-able small

prizes

Way it is played

Being new game

Graphics/general look of ticket


D

D

D D

D

CD

CD

4545

Prize Amount that is a Winning Experience for Scratch Games

$70 is the average prize amount considered a “winning experience” across all Scratch Game players

For players in the past year, the average “winning experience” was $90

*Base=Respondents who have played Scratch games in the past yearQ32. When you play Scratch games, what prize amount do you have to win before you feel like you have had a winning

experience?

(n=287)

Total Past Week Past Month Past Year$0

$10

$20

$30

$40

$50

$60

$70

$80

$90

$100

$70 $71

$54

$90

(B)(n=87)

(C)(n=106)

(D)(n=90)

$ Prize Amount that is a ‘Winning Experience

4646

Multi-State GamesPowerball

4747

How Often Play Powerball

Two-Thirds of Past Year Powerball players have played within the Past Month.

Past week35%

Past month31%

Past year33%

Don't know1%

(n=279)*

*Base=Respondents who have played Powerball in the past yearQ33. How often do you play Powerball? Would you say you play?

4848

Amount Spent on Powerball…

1/3 of all Powerball players typically spend more than $10 in a month.

Almost three quarters of players spent $5 or less the last time they played.

0%

20%

40%

60%

80%

100%

71%

18%

8%3%

$20+

$11 - $20

$6 - $10

$1 - $5

(n=279)*(n=279)*


0%

20%

40%

60%

80%

100%

46%

20%

20%

5%5%4%

50+

$31-$49

$21-$30

$11-$20

$6-$10

$1-$5


*Base=Respondents who have played Powerball in the past yearQ34. How much did you spend the last time you played Powerball?Q35. Approximately how much do you spend on Powerball in a typical month?

4949

0% 20% 40% 60% 80% 100%

84%

62%

49%

34%

31%

19%

10%

0% 20% 40% 60% 80% 100%

79%

70%

55%

37%

38%

25%

11%

0% 20% 40% 60% 80% 100%

87%

64%

49%

39%

22%

16%

11%

0% 20% 40% 60% 80% 100%

88%

51%

42%

26%

33%

16%

7%

Importance When Deciding to Buy Powerball

Size of jackpot is the key influencer of decisions to purchase Powerball tickets, but it is closely followed by players ‘having spare money’ and ‘feeling lucky’.

(n=279)*

Note: Letters indicate a significant difference across player groups at the 95% confidence level*Base=Respondents who have played Powerball in the past yearQ36. Please think about the last time you bought Powerball. Which, if any, of the following reasons was important or not

important in deciding to buy Powerball?

(B)(n=97)*

(C)(n=87)*

(D)(n=92)*

The Jackpot was high

I had spare money

I felt lucky

I saw the Powerball tickets

I saw a lottery sign

I remembered the advertising

The sales clerk mentioned it


C

D

5050

At What Jackpot Amount Do You Begin Playing Powerball

More frequent players are less motivated by increasing jackpot sizes Weekly players are more motivated to play in $20-30 million jackpots About a quarter of Powerball players who have not played in the Past month

wait until the Powerball jackpot hits $100m.

(n=279)*


20%

40%

60%

80%

100%

10% 5% 7%18%

43% 46%53% 29%

18% 29% 14%

12%

10%10% 15%

5%

4%3% 2%

8%

9%6% 6%

15%

0.05 0.030.12 $150+ Million

$100-$149 Million

$51-$99 Million

$31-$50 Million

$20-$30 Million

Series2

Don't know

Note: Letters indicate a significant difference across player groups at the 95% confidence level*Base=Respondents who have played Powerball in the past yearQ37. At what jackpot amount do you begin playing Powerball?

(B)(n=97)*

(C)(n=87)*

(D)(n=92)*

Size of Jackpot doesn’t matter

CD BC

BC

DD

BC

Mean Spend: 63.8 39.3 60.4 90.1B BC

BC

5151

0% 20% 40% 60% 80% 100%

14%

18%

7%

23%

14%

18%

7%

Jackpot Amount Spent

43% of players will spend more as jackpot size increases

23% of players who spend more when the jackpot size grows increase their spend when the jackpot hits $100 million

Yes43%No

54%

Don't know3%

*Base=Respondents who have played Powerball in the past year** Base=Respondents who spend more on Powerball tickets as the jackpot growsQ38. Do you typically spend more on Powerball tickets as the jackpot grows?Q39. At what jackpot amount do you start to spend more on Powerball?

(n=279)*

(n=119)**

At what jackpot amount do you start to spend more on Powerball?

Do you typically spend more onPowerball tickets as the jackpot grows?

20-30 Million

31-50 Million

51-99 Million

100-149 Million

150+ Million

Size of Jackpot does not matter

Don't know

Mean Rating:Total = 99.2

5252

Mega Millions

5353

Past week 27%

Past month35%

Past year 34%

Don't know; 4%

How Often Play Mega Millions

62% of Mega Millions players have played in the past month (only slightly behind Powerball’s 66%).

*Base=Respondents who have played Mega Millions in the past yearQ46. How often do you play Mega Millions? Would you say you play?

(n=169)*

5454

Amount Spent on Mega Millions…

28% of players spend more than $10 in a typical month (slightly lower than Powerball at 33%).

72% spent $5 or less the last time they played (very similar to Powerball).

0%

20%

40%

60%

80%

100%

72%

17%

6%5%

$21+

$11- $20

$6 - $10

$1 - $5


0%

20%

40%

60%

80%

100%

49%

23%

14%4%4%5%

$50+

$31 - $49

$21 - $30

$11 - $20

$6 - $10

$1 - $5

(n=169)*(n=169)*


*Base=Respondents who have played Mega Millions in the past yearQ47. How much did you spend the last time you played Mega Millions?Q48. Approximately how much do you spend on Mega Millions in a typical month?

5555

Mega Millions New Money Spent

The average weekly “new money” spent among all Mega Millions players is $9.

70% of Mega Millions players are spending $5 or less in new money.

(n=169)*


20%

40%

60%

80%

100%

39%

13%

32%

67%

31%

26%

42%

26%14%

26%

12%

5%2%

2%

2%14%

33%

12% 2%

$20+

$11 - $19

$6 - $10

$2 - $5

$0 - $1

*Base=Respondents who have played Mega Millions in the past yearQ49. Of the money you spend on MEGA MILLIONS, about how much in a given week is "new money", that is, money you were

not spending on the lottery prior to MEGA MILLIONS being offered in Colorado?

(B)(n=46)*

(C)(n=59)*

(D)(n=58)*

B

Mean Spend : $9 $19 $7 $2CD

BC

D

CD

D

5656

Powerball and Mega Millions

12% of those who play Powerball and Mega Millions will increase Mega Millions spend if jackpot is high, while maintaining Powerball spend.

Over half of all respondents who play Powerball and Mega Millions spend the same on both games regardless of the size of each game’s jackpot.

0%

20%

40%

60%

80%

100%

5%

55%

28%

12% Spend more on Mega Mil-lions and keep your Powerball spend the same

Spend more on Mega Mil-lions and lower your Powerball spend

Spend the same on both games, regardless of the jackpot size

Don't Know

(n=152)*

*Base=Respondents who have played Powerball and Mega Millions in the past yearQ50. When the Powerball jackpot is low, and Mega Millions jackpot is high, do you…?

5757

Reason for Not Buying Mega Millions Ticket

33% of Powerball players either are not aware of/familiar with Mega Millions or have not thought about playing the game.

Awareness and understanding of Mega Millions should be a #1 priority for the Colorado Lottery moving forward as there is a great opportunity to increase player penetration and trial.

*Base=Respondents who have played Powerball and not played Mega Millions in the past yearQ51. In the PAST YEAR, you said you have played Colorado Lottery’s Powerball game, but not the Mega Millions game. Both

games are very similar, being National Jackpot drawing games, so what is the main reason you have not bought a Mega Millions ticket?

Total(n=127)*

Not aware of/Familiar with the game 27%Poor odds/hard to win 10%Prefer Powerball/Used to playing Powerball 7%Have not thought/Don't think about playing it 6%I don’t have the money 5%I don’t think I’ll ever win 2%Powerball has a higher payout 2%Just haven’t tried Mega Millions yet 2%Familiar with Powerball 2%I play/Prefer to play other Colorado lottery games (game unspecified) 2%Don't like Mega Millions 1%Other 16%No reason 8%Don’t Know 11%

5858

Lotto

5959

How Often Play Lotto

68% of Past year Lotto players have played within the past month

*Base=Respondents who have played LOTTO in the past yearQ43. How often do you play LOTTO? Would you say you play?

Past week40%

Past month28%

Past year31%

Don't know1%

(n=221)*

6060

Amount Spent on LOTTO…

36% of LOTTO players spend more than $10 on the game in a typical month

73% of players spent $5 or less the last time they played

*Base=Respondents who have played LOTTO in the past yearQ44. How much did you spend the last time you played LOTTO tickets?Q45. Approximately how much do you spend on LOTTO in a typical month?


0%

20%

40%

60%

80%

100%

73%

17%

6%4%

$21+

$11 - $20

$6 - $10

$1 - $5


0%

20%

40%

60%

80%

100%

46%

18%

18%

7%6%5%

$50+

$31 - $49

$21 - $30

$11 - $20

$6 - $10

$1 - $5

(n=169)*(n=169)*

6161

Cash 5

6262

How Often Play Cash 5

69% of Past Year Cash 5 players have played the game within the past month. (Strongest loyalty of all Drawing games).

*Base=Respondents who have played CASH 5 in the past yearQ40. How often do you play CASH 5? Would you say you play?

Past week40%

Past month29%

Past year27%

Don't know1%

(n=104)*

6363

Amount Spent on Cash 5…

38% of Cash 5 players spend more than $10 on the game in a typical month

76% spent $5 or less the last time they played

0%

20%

40%

60%

80%

100%

76%

15%5%

4%

$21+

$11 - $20

$6 - $10

$1 - $5

(n=104)*(n=104)*


0%

20%

40%

60%

80%

100%

48%

14%

18%

9%2%9%

50+

$31-$49

$21-$30

$11-$20

$6-$10

$1-$5


*Base=Respondents who have played CASH 5 in the past yearQ41. How much did you spend the last time you played CASH 5 tickets?Q42. Approximately how much do you spend on CASH 5 in a typical month?

6464

MatchPlay

6565

How Often Play MatchPlay

68% of MatchPlay players have played the game in the past month (similar strong loyalty to Cash 5).

*Base=Respondents who have played MatchPlay in the past yearQ52. How often do you play MatchPlay? Would you say you play?

(n=51)*

Past week43%

Past month25%

Past year28%

4%

6666

Amount Spent on MatchPlay…

One third of MatchPlay players spend more than $10 on the game in a typical month.

Mean spend is very similar to both Powerball and Mega Millions, so the opportunity again appears to increase the trial levels of MatchPlay.

(n=51)*(n=51)*

*Base=Respondents who have played MatchPlay in the past yearQ53. How much did you spend the last time you played MatchPlay?Q54. Approximately how much do you spend on MatchPlay in a typical month?


0%

20%

40%

60%

80%

100%

67%

18%

8%8%

$21+

$11 - $20

$6 - $10

$1 - $5


0%

20%

40%

60%

80%

100%

43%

24%

14%4%6%

10%50+

$31-$49

$21-$30

$11-$20

$6-$10

$1-$5

6767

Millionaire Raffle

6868

Yes15%

No83%

Don't know2%

Colorado Lottery 2010 Millionaire Raffle

15% of respondents who have played CO Lottery games have purchased a Millionaire Raffle ticket.

There is a strong opportunity to increase Raffle playership in Colorado.

*Base=Respondents who have ever played CO lottery games**Base=Respondents who purchased a Millionaire Raffle Q55. Did you buy a ticket for the Colorado Lottery 2010 Millionaire Raffle, which was drawn on January 1st 2011, and made two

new millionaires in Colorado?Q56. How much did you spend the last time you bought Millionaire Raffle tickets?

(n=462)*

Amount Spent Last Timeon Millionaire Raffle Ticket

Purchased a Ticket for CO Lottery Millionaire Raffle

0% 20% 40% 60% 80% 100%

60%

40%

$20

$21+

(n=68)**

6969

Likelihood to Purchase Bonus Millionaire Raffle

40% of CO lottery players express an intent to purchase Bonus Millionaire Raffle tickets in the near future.

So an extra 25% of Lottery players claim they will Probably or Definitely play the Bonus Millionaire Raffle, compared to the last Raffle.

0%

20%

40%

60%

80%

100%

4%

16%

39%

23%

18%Definitely Purchase

Probably Purchase

Might or Might Not Purchase

Probably Not Purchase

Definitely Not Purchase

(n=462)*

*Base=Respondents who have ever played CO lottery gamesQ57. How likely are you to purchase a Bonus Millionaire Raffle game from the Colorado Lottery between April and July 2011?

Mean Rating: 3.3

Top 2 Box: 40%

7070

Key Lottery Dynamics

7171

Type of Player

There is a 50-50 split between those that play the same games each week and those that change the games they play.

57% spend the same amount on Lottery every week, regardless of the games played.

0%

20%

40%

60%

80%

100%

30%

12%

19%

39%Spend same amount on same games each week

Spend same amount on dif-ferent games each week

Spend different amounts on same games each week

Spend different amounts on different games each week

(n=409)*

*Base=Respondents who have played games in the past yearQ60. Which of the following statements best describes the type of Lottery player you are?

Different Spend (net):43%

Same Spend (net): 57% Same Games (net): 50%

Different Games (net):50%

7272

Days of the Week Typically Buy Lottery Tickets

Friday and Saturday are the most popular days to buy CO Lottery tickets.

There appears to be a strong opportunity to increase play on Tuesday’s to levels similar to Wednesday’s.

0% 20% 40% 60% 80% 100%

24%

31%

42%

21%

49%

47%

15%

*Base=Respondents who have played games in the past yearQ61. On which days of the week do you typically buy Lottery tickets?

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Sunday

(n=409)*

7373

Current Feelings Towards Colorado Lottery

There is a 5:1 ratio of Positive to Negative feelings about the Colorado Lottery.

55% of all respondents have positive feelings toward the CO Lottery.

Only 11% of the population have negative feelings towards the Lottery.

0%

20%

40%

60%

80%

100%

4%7%

35%

30%

24% Very positive

Somewhat positive

Neutral

Somewhat negative

Very negative

(n=596)

Q58. How would you say your current feelings are towards the Colorado Lottery?

Mean Rating: 3.6

Top 2 Box: 55%

7474

Games SatisfactionTop 2 Box % (5 point scale – 5 = Extremely Satisfied, 1 = Not At All Satisfied)

The Raffle game is certainly the game with the highest overall satisfaction, with Scratch Games a clear #2.

Lotto has the lowest satisfaction of any Colorado Lottery game.

0% 20% 40% 60% 80% 100%

58%

51%

42%

42%

41%

40%

34%

Raffle Tickets

Scratch Games

Mega Millions

Cash 5

MatchPlay

Powerball

Lotto

(n=596)Note: Letters indicate a significant difference across player groups at the 95% confidence level*Base=Respondents who have played Powerball in the past yearQ59a. For the following games that you have played in the past year, how satisfied are you with each game you have played?

Please use a scale from 1 to 5 where 5 is Extremely satisfied and 1 is Not at all satisfied.

7575

Lottery Statements – Agree – Top 2 Box %

47% agree the price of gas has directly lowered their spend on the Colorado Lottery!

59% of respondents believe they will not increase their lottery spending.

0% 20% 40% 60% 80% 100%

59%

56%

49%

47%

43%

40%

25%

17%

Q63. On a 1 to 5 scale, where 5 is Strongly Agree and 1 is Strongly Disagree, please rate how much you agree or disagree with each of the following Lottery statements…

It is unlikely that I will increase my spend on the Lottery in the future.

The Lottery has been an overall benefit to the state of Colorado.

The Colorado Lottery has been run honestly.

The price of gas has directly lowered my spend on the Colorado Lottery.

The state of the economy has had a direct effect on my Lottery spending habits.

The lottery is an inexpensive form of entertainment.

I am more likely to play lottery games when I've heard about a local winner.

The chances of winning a prize in the Colorado Lottery are good.

(n=596)

Top 2 Box Scores 5 = Strongly Agree, 4 = Somewhat Agree

1-5 scale

7676

Awareness of Campaigns

63% of respondents are not aware of the “Play Responsibly” campaign

Three fourths of respondents are unaware of the “Problem Gambling” campaign

Yes23%

No67%

Don't know10%

Q62. Just within the last month or so, do you remember seeing any images or hearing any of the …?

(n=596)

Aware of Colorado Lottery's “Play Responsibly” Campaign

Yes16%

No75%

Don't know10%

(n=596)

Aware of Colorado Lottery's “Problem Gambling” Campaign

7777

Demographics

D1. Which of the following best describes your total annual household income for the year 2010 before taxes? D2. What is the highest level of education that you have completed?D3 . Are you currently…..?

Total(n=596)

Annual HH IncomeUnder $15,000 14%$15,000 - $24,999 17%$25,000 - $34,999 15%$35,000 - $49,999 14%$50,000 - $74,999 17%$75,000 - $99,999 8%$100,000 or more 8%Don't Know / Refused 7%

EducationLess than High School 3%High School Graduate / Vocational Training / GED 26%Some College 33%College Graduate 27%Post Graduate Degree or Study 9%Don't Know / Refused 2%

Employment StatusEmployed Full time 35%Employed Part time 11%Student 6%Retired / Homemaker 26%Not employed 20%Don't Know / Refused 2%

7878

Appendix

7979

Outlets Where CO Lottery Tickets Purchased RegularlyAmong Played Colorado Lottery in Past Year

Three out of four players who have been active within the last year purchase tickets at convenience stores regularly

Over half regularly buy at grocery stores

0% 20% 40% 60% 80% 100%

76%

51%

15%

2%

3%

*Base=Respondents who have played CO lottery games in the past yearQ18. From which of the following outlets do you regularly purchase your Colorado Lottery tickets?

Convenience Stores

Grocery

Liquor Stores

Restaurant/Bar

Other Outlets

(n=409)*

8080

Games Advertised Past Month – Unaided Ad AwarenessAware of Colorado Lottery Adverts

One in three respondents who have seen or heard CO Lottery advertising in the past month recall Powerball ads.

Half that amount (16%) recall Mega Millions Advertising.

0% 20% 40% 60% 80% 100%

33%

20%

18%

16%

11%

9%

9%

5%

3%

3%

*Base=Respondents who have seen or heard advertising in the past monthQ2. Please list which Colorado Lottery games you have seen advertised in the past month?

PowerballScratch games/Scratch

tickets/Scratch Off

Lotto

Mega Millions



CASH 5

Millionaire Raffle/Raffle

MatchPlay

Bingo

(n=376)*

8181

Games Advertised Past Month – Aided Ad AwarenessAware of Colorado Lottery Adverts

When aided, three out of four respondents who were exposed to CO Lottery advertising stated they had seen Powerball and Scratch Games

0% 20% 40% 60% 80% 100%

78%

77%

56%

56%

31%

20%

14%

*Base=Respondents who have seen or heard advertising in the past monthQ3. Which of the Colorado Lottery games have you seen or heard advertising for in the past month?

Powerball

Scratch Games

Mega Millions

Lotto

Cash 5

MatchPlay

Raffle tickets

(n=376)*

8282

Games Advertised Past Month – Total Ad AwarenessAware of Colorado Lottery Adverts

Overall, Powerball and Scratch Games advertising have resulted in the most total awareness among those who had seen ads

0% 20% 40% 60% 80% 100%

79%

77%

57%

56%

31%

21%

14%

11%

9%

*Base=Respondents who have seen or heard advertising in the past monthQ2. Please list which Colorado Lottery games you have seen advertised in the past month?Q3. Which of the Colorado Lottery games have you seen or heard advertising for in the past month?

Powerball

Scratch Games

Lotto

Mega Millions

Cash 5

MatchPlay

Raffle tickets



(n=376)*

8383

Satisfaction with Powerball

Frequent Powerball players have higher satisfaction with the game than less frequent players

(n=279)*


20%

40%

60%

80%

100%

10% 5% 7%16%

13%9%

16%14%

37%

33%

39%40%

24%

28%

25%20%

16%25%

13% 10%

5 - Extremely Satisfied

4

3 2

1 - Not at all Satisfied

Note: Letters indicate a significant difference across player groups at the 95% confidence level*Base=Respondents who have played Powerball in the past yearQ59a. For the following games that you have played in the past year, how satisfied are you with each game you have played?


(B)(n=97)*

(C)(n=87)*

(D)(n=92)*

Mean Rating: 3.2 3.6 3.2 2.9CD

CD

Top 2 Box: 40% 53% 38% 29%CD

B

8484

Satisfaction with Mega Millions

Similar to Powerball, the more frequent Mega Millions players rate their satisfaction with the game higher than less frequent players

(n=169)*


20%

40%

60%

80%

100%

9% 2% 5%17%

13%

4%12%

21%

36%

30%

32%

43%

28%

48% 27%

14%14% 15% 24%

5%


4

3 2


Note: Letters indicate a significant difference across player groups at the 95% confidence level*Base=Respondents who have played Mega Millions in the past yearQ59b. For the following games that you have played in the past year, how satisfied are you with each game you have played?


(B)(n=46)*

(C)(n=59)*

(D)(n=58)*

Mean Rating: 3.3 3.7 3.5 2.7D

Top 2 Box: 42% 63% 51% 19%D

D

D

D

CD

B

BC

8585

Satisfaction with Powerball/Mega Millions

Powerball and Mega Millions have similar satisfaction ratings

(n=279)*

Powerball Mega Millions0%

20%

40%

60%

80%

100%

10% 9%

13% 13%

37% 36%

24% 28%

16% 14%5 - Extremely Satisfied

4

3 2


Note: Letters indicate a significant difference across player groups at the 95% confidence level*Base=Respondents who have played Powerball/Mega Millions in the past yearQ59a/b.For the following games that you have played in the past year, how satisfied are you with each game you have played?


(n=169)*

Mean Rating: 3.2 3.3

Top 2 Box: 40% 42%

8686

Satisfaction with Scratch Games

69% of weekly Scratch Game players express satisfaction with the game

More than half of all Scratch Game players are satisfied

(n=287)*


20%

40%

60%

80%

100%

7% 2% 3%14%

10%6% 11%

14%

31%

23%

30%

41%

28%

31%

31%

21%23%

38%25%

9%5 - Extremely Satisfied

4

3 2


Note: Letters indicate a significant difference across player groups at the 95% confidence level*Base=Respondents who have played Scratch games in the past yearQ59c. For the following games that you have played in the past year, how satisfied are you with each game you have played?


(B)(n=87)*

(C)(n=106)*

(D)(n=90)*

Mean Rating: 3.5 4.0 3.6 3.0

Top 2 Box: 51% 69% 56% 30%D D

CD D

CDD

B

BC

8787

Satisfaction with Lotto

43% of monthly LOTTO players express satisfaction with the game

(n=221)*


20%

40%

60%

80%

100%

13% 6%16% 19%

15%16%

8%

21%

38%38% 33%

41%

19% 24%18%

13%15% 17%

25%

6%


4

3 2


Note: Letters indicate a significant difference across player groups at the 95% confidence level*Base=Respondents who have played Lotto in the past yearQ59d. For the following games that you have played in the past year, how satisfied are you with each game you have played?


(B)(n=89)*

(C)(n=61)*

(D)(n=68)*

Mean Rating: 3.1 3.3 3.3 2.7

Top 2 Box: 34% 40% 43% 19%D

D

D

D

DD

B B

8888

Satisfaction with MatchPlay

59% of weekly MatchPlay players express satisfaction with the game

(n=51)*


20%

40%

60%

80%

100%

12% 5% 8%

29%0.04 0.15

43%

36%

46%50%

22%

27%

15%

14%20%

32%15%

7%


4

3 2


Note: Letters indicate a significant difference across player groups at the 95% confidence level*Base=Respondents who have played MatchPlay in the past yearQ59e. For the following games that you have played in the past year, how satisfied are you with each game you have played?


(B)(n=22)*

(C)(n=13)*

(D)(n=14)*

Mean Rating: 3.3 3.8 3.2 2.7

Top 2 Box: 41% 59% 31% 21%D

D

8989

Satisfaction with CASH 5

57% of weekly Cash 5 players express satisfaction with the game

(n=104)*


20%

40%

60%

80%

100%

13%5%

13%29%8%

10%3%

11%37%

29%40%

46%27%

33%23%

14%15%24% 20%


4

3 2


Note: Letters indicate a significant difference across player groups at the 95% confidence level*Base=Respondents who have played CASH 5 in the past yearQ59f. For the following games that you have played in the past year, how satisfied are you with each game you have played?


(B)(n=42)*

(C)(n=30)*

(D)(n=28)*

Mean Rating: 3.2 3.6 3.3 2.5

Top 2 Box: 42% 57% 43% 14%D

D

D

D D

B

D

9090

Satisfaction with Raffle Tickets

58% of Raffle players express satisfaction with the game

(n=31)*

Total0%

20%

40%

60%

80%

100%

23%

3%

16%

29%

29% 5 - Extremely Satisfied

4

3 2


*Base=Respondents who have purchased a raffle ticket in the past yearQ59g. For the following games that you have played in the past year, how satisfied are you with each game you have played?


Mean Rating: 3.4

Top 2 Box: 58%

Colorado Lottery Tracking Study Presentation May 2011 (W1) for Colorado Lottery by Simon Jaworski.

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Transcript of Colorado Lottery Tracking Study Presentation May 2011 (W1) for Colorado Lottery by Simon Jaworski.