California State Lottery has launched its first ever PlayBook instant ticket, Deluxe 7's Playbook. This also marks the first time that a PlayBook product has been launched with an interactive WebPlay component--Deluxe 7's Digital--designed and implemented by Pollard Banknote. The $20 Deluxe 7's Playbook has been the star of the Lottery's portfolio since its launch on June 22, 2015, helping to push the $20 price point to record-breaking levels. To date, Deluxe 7's Playbook has had cumulative sales that are 20% ahead of the Lottery's last two games launched at the $20 price point--adding $43.7 million to California's instant ticket sales.
Integral to the excitement is the interactive Deluxe 7's Digital WebPlay game. Offering players the chance to play for fun or collect Bonus Draw entries, the mobile and web-friendly game adds value to the PlayBook®, a booklet of tickets packed with six dazzling gem-themed games. Pollard Banknote's exclusive PlayBook® brings multiple instant games together in a unique format, allowing players to enjoy a wide variety of play experiences and a number of different games in a new, exciting way. By the end of this year, 65 PlayBook games will have been launched in 20 jurisdictions around the world, with estimated retail sales of more than $1.3 billion.
"Our most recent collaboration with Pollard Banknote has allowed us to give our players a new and exciting instant ticket experience," said Paula LaBrie, acting director, California Lottery. "The PlayBook innovation has broad appeal and offers a variety of games. We've taken it one step further to give our players the option of extending the play experience to a digital platform, encouraging interaction with the Lottery's brand online."
"We are thrilled to have the opportunity to enhance the California Lottery's instant ticket portfolio with the addition of our patented PlayBook--a concept that has proven time and again to drive instant ticket sales," said Jennifer Westbury, executive vice president, sales & customer development, Pollard Banknote. "California is the first jurisdiction in the world to combine a PlayBook® ticket with an associated WebPlay(TM) game, and in just a few weeks, the web and mobile-friendly game has been played close to 300,000 times! This proves that California's players are enjoying the Deluxe 7's Playbook across all platforms."
The mission of the California Lottery is to provide supplemental funding to California public education on all levels, from kindergarten through to the University of California plus several specialized schools. Since its inception in 1985, the Lottery has provided approximately $28 billion to students attending California's public schools.