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Lottery Company Promises Big Numbers
The company hired to manage the Illinois Lottery has no shortage of ideas to boost sales.

The company is promising an increase in sales of $4.7 billion over five years, and has zeroed in on who its prospective customers are, says Bob Vincent, vice president of GTech, a member of the Northstar consortium that will run the lottery.

"Through market research, we’ve identified approximately 4.5 million people who we think would be perfect target customers of the lottery. About half of those people have played the lottery, and are what we would call lapsed players, they haven't played very much," he said.

The other half have never played much. Many of those are under 35. Vincent says the lottery plans to appeal to them through on-line games, the details of which will depend on regulations and court rulings regarding what is allowed in terms of online gambling, and to what extent participation will be limited to Illinois residents or transactions that take place in Illinois.

Other plans:

- Expand the retail base from roughly 7,500 retail outlets to 13,000
- Make ticket buying easier, through points of sale at the cash register instead of a separate terminal, and through vending machines.
- Integrate new games with marketing and sales promotions, to create a "buzz" about lottery games.

(Illinois Radio Network)
09 17 10 by Newsroom
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