April Promotions Survey Final Report June 25, 2010

Transcription

1 April Promotions Survey Final Report June 25, 2010 Prepared by the Oregon Lottery Research Department

2 Table of Contents Project Overview Background and Objectives 3 Methodology 4 Summary of Findings 5 Detailed Findings 10 Unaided Recall about the Oregon Lottery 11 Trail Blazer Scratch-its SM St. Patrick s Day Raffle SM 21 Interest in Potential New Raffle SM Game Structure 29 Powerball Advertising 30 Mega Millions 33 Video Lottery SM Advertising 36 Video Lottery SM Prizes Over $ Monthly Promotional Drawings 42 Problem Gambling Advertisements 46 Participant Profiling 47 Prepared by the Oregon Lottery Research Department 2

3 Background & Objectives Background In an ongoing effort to better understand core Lottery players awareness of and interest in recent game launches, promotions, and ad campaigns, the Oregon Lottery Research Department launched the second wave of the quarterly Promotions Survey in April The first wave was launched in December The survey focused on collecting both measurable and open-ended feedback from players visiting the Oregon Lottery Web site. Objectives To measure awareness levels of advertising, understand play behavior and gauge reactions to future concepts currently under consideration. The April 2010 Promotions Survey focused on the following topics: The Trail Blazers Scratch-its SM game Oregon Lottery Raffle SM The playership of Raffle SM over time Performance of the 2010 St. Patrick s Day Raffle SM Explore how play behavior might be impacted by doubling the number of tickets and prizes offered with a future Raffle SM game. Powerball Advertising Problem Gambling Advertising Measure awareness and enrollment levels for the Monthly Promotional Drawings Continue to monitor Mega Millions awareness and interest, along with potential impact on Powerball and Megabucks SM Video Lottery SM Awareness and appeal of recent Video Lottery SM advertising Explore how prizes over $600 may impact Video Lottery SM play Prepared by the Oregon Lottery Research Department 3

4 Methodology The survey was launched via the Oregon Lottery website (using on April 5, Fielding continued through April 28, Those who completed the survey were eligible to participate in a drawing for one of six $100 prizes. Surveys were completed with 1,030 Oregonians. The data set was weighted by gender to reflect an even (50/50) distribution, which is more consistent with the gender distribution observed in the Dec Promotion Survey. Because it was posted on the Oregon Lottery Web site, respondents reflect core players with a high incidence of Powerball (87% have played in the past month), Megabucks SM (81%), and Scratch-it SM (63%) game play in particular. Six in ten (61%) respondents reported visiting the Oregon Lottery website at least once per week. Less than one in ten (8%) respondents were first time visitors. Is this the first time that you have visited the Oregon Lottery s website? Dec 09 n = 2377 Apr 10 n = 1030 Yes 6% 8% No 94% 92% How often do you typically visit the Oregon Lottery s website? Dec 09 Apr 10 n = 2,233 n = 950 Every Day 6% 10% At least once/week 70% 61% At least once/month 17% 20% At least once a year, but not monthly 7% 9% Megabucks Powerball Video Lottery Win for Life Lucky Lines Pick 4 Scratch-its Dec 09 Apr 10 Dec 09 Apr 10 Dec 09 Apr 10 Dec 09 Apr 10 Dec 09 Apr 10 Dec 09 Apr 10 Dec 09 Apr 10 n = 2342 n = 1030 n = 2342 n = 1030 n = 2342 n = 1030 n = 2342 n = 1030 n = 2342 n = 1030 n = 2342 n = 1030 n = 2190 n = % 81% 85% 87% 28% 35% 34% 41% 14% 18% 7% 11% 59% 63% Casual 2 7% 11% 11% 9% 20% 17% 21% 20% 14% 14% 14% 14% 23% 21% Lapsed 3 3% 4% 3% 3% 14% 18% 15% 14% 10% 10% 16% 14% 12% 11% Never Played 3% 4% 2% 2% 38% 30% 30% 26% 62% 58% 63% 60% 4% 4% 1 Combined Past Week & Past Month New Question in April 2010 Survey: Which of the following Oregon Lottery Raffle games did you play when they were available Raffle Games Played n = St. Patrick's Day Raffle 59% 2009 Thanksgiving Raffle 53% I have not played any 2009 Raffle Games 33% 2 Combined Past 6 Months & Past 12 Months 3 Played More than 12 Months Ago * Note: hip for Keno was not asked in the April 2010 survey Prepared by the Oregon Lottery Research Department 4

5 Summary of Findings Overall Unaided Advertising Recall about the Oregon Lottery The top 3 things respondents described hearing, viewing or reading about the Oregon Lottery were the following: 2010 St. Patrick s Day Raffle SM Game (19%) Oregon Wins (13%) Mega Millions (13%) Trail Blazer Scratch-it SM Game Overall this game did not appeal to a broad base of respondents - low awareness, playership, ad appeal and game appeal. Interest in the game s ads was generally limited to those who considered themselves to be Blazer fans (27% of those who rated the ads positively) and/or liked the Artwork and Colors (18%). 50% of respondents were aware of the Trail Blazers Scratch-it SM. Two in ten (20%) of those who recalled any advertising about the game, rated it positively ( 7-10 ). Nearly four in ten (38%) respondents who were aware of the Trail Blazer Scratch-it SM game played it. Three in ten (30%) respondents rated playing the game positively. Although a higher percentage of females (43%) played the game versus males (32%), a greater proportion of males rated playing the game positively compared to females (33% vs. 27%). Prepared by the Oregon Lottery Research Department 5

6 Summary of Findings 2010 St. Patrick s Day Raffle SM Overall this game appealed to the majority of respondents high awareness, playership, ad appeal and game appeal. Over eight in ten (86%) respondents were aware of the 2010 St. Patrick s Day Raffle SM game. Over half (56%) of those who recalled any advertising about the game, rated it positively. The game s odds, the entertaining/funny nature of the ads, and the ads artwork/color were mentioned most often as positive aspects of the advertising seen. Two-thirds (67%) of those who were aware of the 2010 St. Patrick s Day Raffle SM game played it. Seven in ten (70%) of these respondents indicated they purchased between 1 3 tickets. Three-quarters (73%) of respondents who played the 2010 St. Patrick s Day Raffle SM rated it positively. A higher proportion of females (62%) rated the advertising positively compared to males (51%). There was a higher incidence of females (78%) who rated playing the game positively than males (68%). Interest in NEW Raffle SM Game Structure Doubling the number of tickets and prizes appealed to 80% of the respondents. More chances to win (30%) and Same Odds/Good Odds (21%) were the most common reasons for considering the new Raffle structure appealing. Nearly half (46%) of those who found changing the format of the Raffle SM game appealing, have played every Raffle SM the Lottery has offered. Three-quarters (75%) of these respondents have played at least one Raffle game since the Lottery began offering them, while 25% of them have never played a Raffle SM game. Prepared by the Oregon Lottery Research Department 6

7 Summary of Findings Powerball Advertising Nearly half (45%) of respondents recalled a Powerball ad within the past three months. Over half (52%) of those who recalled any Powerball ads in the past three months rated them positively. Similar levels of positive ad ratings were observed across males and females (53% and 52% respectively). The highest proportion of positive ratings across age groups was observed among those age (60%; n=35). Highest unaided ad recall were Billboard (34%) and TV ads (27%). Mega Millions Over half (56%) of respondents indicated they have played Mega Millions since it became available in March of this year. At least six in ten core players of all draw games have played Mega Millions since it became available, ranging from 60% (Scratch-its) to 80% (Lucky Lines). Four in ten (45%) core Powerball players indicated they would play both Powerball and Mega Millions games now that Mega Millions is being offered. This aligns with what was reported in the December 2009 Promo Survey, in which core Powerball players were more likely to play both games. Nine in ten (89%) core players of Powerball indicated they would play Powerball the same now that Mega Millions is available. Eight out of ten (84%) core players of Megabucks SM indicated they would continue to play Megabucks SM the same now that Mega Millions is available. Mega Millions findings were consistent across both the Dec. 09 Promo Survey and the Apr. 10 Promo Survey, in which the impact on Powerball and Megabucks SM play appears to be minimal. Prepared by the Oregon Lottery Research Department 7

8 Summary of Findings Video Lottery SM Advertising Half (52%) of the respondents recalled the Zeus and Cleopatra Video Lottery SM ads. Of the 39% of respondents who rated the ads positively, one-quarter (25%) found the ads Attractive/Eye Catching. They also liked the Characters (14%). Video Lottery SM Prizes Over $600 Overall, many Video Lottery players believe they would play more if prizes over $600 were offered as long as a maximum bet would not be required. Four in ten (40%) core Video Lottery SM players indicated they would play more if prizes over $600 were offered by the Oregon Lottery. Nearly six in ten (57%) reported that they would play the same and 2% said they would play less. If a minimum bet were required, 23% of core Video Lottery SM players indicated they would play more, nearly half (47%) reported they would play the same, and 30% indicated they would play less. If a maximum bet were required, only 9% of core Video Lottery SM players reported they would play more, nearly half (48%) indicated they would play less, and 43% indicated they would play the same. The majority of respondents indicated they would prefer to redeem prizes over $600 At the Retail establishment where they are playing Video Lottery SM (71%). This was considered more convenient (26% of those expressing this preference) and addressed the desire to receive the prize instantly (23%). Prepared by the Oregon Lottery Research Department 8

9 Summary of Findings Monthly Promotional Drawings Six in ten (64%) respondents were aware of the Lottery s Monthly Promotional Drawings. Of these respondents, 91% have enrolled to participate in at least one drawing. Nearly two thirds (65%) of those who enrolled in at least one Monthly Promotional Drawing found the prizes offered appealing At least 65% of core players of all Oregon Lottery games rated the prizes offered appealing. Cash prizes have highest appeal among those participating in the Monthly Promotional Drawings. Problem Gambling Ads Overall, 65% of respondents recalled a Problem Gambling Ad within the past three months. The majority of these respondents, recalled the ad with Women in Restroom (29%). Recall levels were similar by gender (64% male/65% female). Recall by age groups was similar (63% - 68%) with the exception of low recall among those age (48%; n=77). Prepared by the Oregon Lottery Research Department 9

10 Detailed Findings Prepared by the Oregon Lottery Research Department 10

11 Unaided Recall about the Oregon Lottery 2010 St. Patrick s Day Raffle SM, Oregon Wins, and Mega Millions were top mentions for unaided recall When asked what they had heard, viewed, or read about the Oregon Lottery in the past three months, the top 3 things respondents described were: 2010 St. Patrick s Day Raffle SM Game (19%) These responses were mainly about the TV ads and watching the drawing: I watched the St. Patrick s Day Raffle SM live, I found out about the St. Patty s Day Raffle on a TV ad. Oregon Wins (13%) These responses were mainly about how the Lottery has benefited schools, parks and fish and wildlife: The Oregon Lottery helps schools, That it *Lottery+ helps support parks, I recall seeing ads on TV about the Lottery helping fish and wildlife habitat. Mega Millions (13%) Comments focused on how Mega Millions was coming to Oregon: Saw that Mega Millions was coming to Oregon, Mega Millions is now in Oregon, and That Mega Millions is coming to Oregon. Unspecified advertising on radio, TV, Web and billboards was mentioned by 19% of respondents on an unaided basis. Prepared by the Oregon Lottery Research Department 11

12 Summary Trail Blazer Scratch-its Ad Appeal, Game Appeal and hip were low for the Trail Blazer Scratch-it SM game Below is a chart that outlines the overall awareness, advertising, game appeal and playership levels for the Trail Blazer Scratch-it SM game. As the chart (along with the detailed findings) indicates, this game did not appeal to respondents. Relatively low measures are consistent with the games lukewarm sales performance. 63% of the respondents who completed this survey were core players of Scratch-it SM games. Of the 38% of respondents who played the game, nearly all of them (99%) were core Scratch-it SM players. Awareness (% of Total) Ad Appeal (% of those who recalled ads) hip (% of those aware of game) Game Appeal (% of those who played the game) 50% 20% 38% 30% Prepared by the Oregon Lottery Research Department 12

13 Awareness Trail Blazers Scratch-it Moderate game awareness resulted from In-Store Displays and the Oregon Lottery Website Overall, 50% of respondents were aware of the Trail Blazers Scratch-it SM. This was also true by gender where 51% of males and 49% of females were aware of this game. Those who were ages (61%) showed the highest incidence of awareness. (See Table 1) players of Lucky Lines SM, Pick 4 SM, Scratch-its SM and Video Lottery SM showed awareness levels between 63% and 75%. (See Table 2) In-store displays (55%) and the Lottery website (49%) were the most common places where respondents heard, read or saw advertising for the Trail Blazer Scratch-it SM. When asked to describe any recall about the game, Saw Lottery tickets sold/advertised at a Lottery Retailer was the most common top of mind recollection (24% of mentions). Table 1: Awareness of the Trail Blazer Scratch-it by Gender & Age Gender Age Are you aware of the Oregon Lottery Scratch-it game called Trail Blazers? M ale Female Yes 51% 49% 61% 52% 49% 47% No 49% 51% 39% 48% 51% 53% M egabucks * Table 2: Awareness of Trail Blazer Scratch-it by hip of Oregon Lottery Games Powerball Video Lottery Win for Life Lucky Lines Pick 4 Scratch-its Are you aware of the Yes Oregon Lottery Scratchit 52% 51% 63% 57% 75% 68% 63% game called Trail Blazers? No 48% 49% 37% 43% 25% 32% 37% *Note: Smaller sample sizes Prepared by the Oregon Lottery Research Department 13

14 Advertising Appeal Trail Blazers Scratch-it Low ad appeal for the Trail Blazer s Scratch-it SM among gender, age & core playership Only two in ten (20%) of those who recalled any advertising about the game (primarily In-store displays and the Lottery website), indicated they liked it ( 7-10 ). Four in ten (42%) of the respondents disliked it ( 0-3 ) and 38% were indifferent ( 4-6 ) to it. Roughly one in five males (19%) and females (22%) rated the advertising positively. Both groups were generally indifferent to the advertising (males 37% & females 40%). (See Table 3) Roughly a quarter of those age (26%) and those age (29%) rated the advertising positively. (See Table 3) Less than 30% of core players of each Oregon Lottery game gave the Trail Blazers Scratch-it SM advertising a positive rating. (See Table 4) Table 3: Positive Ratings for the Trail Blazer Scratch-it Ads by Gender & Age Gender Age Positive Ratings for the Trail Blazer Scratch-it Advertising 7-10 Rating M ale Female % 22% 26% 29% 18% 15% * 97* Table 4: Positive Ratings for the Trail Blazer Scratch-it Ads by hip of Oregon Lottery Games Positive Ratings for the Trail Blazer Scratch-it Advertising 7-10 Rating M egabucks Powerball Video Lottery Win for Life Lucky Lines Pick 4 Scratch-its 21% 20% 21% 23% 22% 27% 22% * 346 *Note: Smaller sample sizes Prepared by the Oregon Lottery Research Department 14

15 Advertising Appeal Trail Blazers Scratch-it Respondents who were Blazers fans found the advertising for the Trail Blazers Scratch-it SM appealing Three in ten (27%) respondents who rated the Trail Blazer s Scratch-it SM ads positively indicated the thing they liked most about the advertising was that they Like the Blazers/Fan and the Artwork/Colors (18%). Trail Blazers Open End Responses "What do you LIKE about the Advertising for this game..." *Of those who gave the advertising a positive rating (7-10) Nothing / N/A Like the Blazers / Fan Artwork / Colors 18% 27% 31% Other / Unrelated Oregon Centric 11% 14% Appealing / Eye Catching Prizes / Payouts 5% 11% Base = 88* (small sample size) 0% 5% 10% 15% 20% 25% 30% 35% Conversely, of those who gave the advertising a negative rating, 21% indicated the reason they disliked the advertising was because they Dislike the Blazers/Not a Fan. However, 55% did indicate there was Nothing/N/A they disliked about the advertising. Dislike the Blazers / Not a Fan Trail Blazers Open End Responses "What do you DISLIKE about the Advertising for this game..." *Of those who gave the advertising a negative rating (0-3) Nothing / NA 21% 55% Not Appealing / Not Eye Catching 9% Other / Unrelated 7% Base = 182 0% 10% 20% 30% 40% 50% 60% Prepared by the Oregon Lottery Research Department 15

16 Game Appeal Trail Blazers Scratch-it 30% of those who played the Trail Blazer s Scratch-it SM ticket, found it appealing Nearly four in ten (38%) respondents who were aware of the Trail Blazer Scratch-it SM game, played it. Trail Blazers Open End Responses "What do you LIKE about Playing this game..." *Of those who gave playing the game a positive rating (7-10) Winning Prizes 42% Basketball / Blazers 26% Three in ten (30%) respondents rated playing the game positively, 36% rated it negatively and 34% were indifferent to playing it. It's a Scratch-it Other Easy 9% 11% 11% Nothing / N/A 7% Base = 57* (small sample size) Four in ten (42%) respondents who rated playing the game positively, indicated what they most liked about playing were Winning Prizes. A quarter of respondents (26%) indicated they Like the Blazers/Fan. 0% 10% 20% 30% 40% 50% Trail Blazers Open End Responses "What do you DISLIKE about Playing this game..." *Of those who gave playing the game a negative rating (0-3) Not Winning 48% Nearly half (48%) of respondents who rated playing the game negatively, indicated the reason they disliked playing the game was because they were Not Winning. Nothing / N/A Boring / Not Fun Short Playtime Other / Unrelated 17% 13% 10% 9% The Blazers 6% Base = 69* (small sample size) 0% 10% 20% 30% 40% 50% 60% Prepared by the Oregon Lottery Research Department 16

17 Game Appeal Trail Blazers Scratch-it 38% of those aware of the Trail Blazer s Scratch-it SM ticket, played it One-third (34%) of those who did not play the Trail Blazer Scratch-it SM indicated they Don t Know why they did not play the game, while another 27% said there were Other reasons why they did not play the game. 41% of Other responses indicated they Don t or Rarely Play Scratch-its SM. Trail Blazers "Other" Open End Responses "What is the main reason you have NOT played this game..." Don't or Rarely Play Scratch-its 41% Dislike the Blazers/Not a Fan 22% Prefer other Game Other/Unrelated Not interested Lack of Funds 7% 14% 11% 10% Base = 87* (small sample size) 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Prepared by the Oregon Lottery Research Department 17

18 Game Appeal Trail Blazers Scratch-it A higher proportion of females played the Trail Blazers Scratch-it SM but a higher proportion of males found it appealing Females reflected a higher incidence of playership as compared to males (43% vs. 32% respectively). (See Table 5) Though this game reflected low appeal among both males and females, males tended to rate playing the game more positively compared to females (33% vs. 27% respectively). (See Table 6) Highest appeal of this game came from those within the age (49%) and (38%) age segments. (See Table 6) Have you played a Trail Blazer ticket since it has been available? Table 5: hip of the Trail Blazer Scratch-it by Gender & Age Gender M ale Female Yes 32% 43% 39% 43% 39% 32% No 68% 57% 61% 57% 61% 68% Age * Table 6: Positive Ratings of Playing the Trail Blazer Scratch-it by Gender & Age Gender Age Positive Ratings for Playing the Trail Blazer ticket 7-10 Rating M ale Female % 27% 49% 38% 19% 28% 85* * 51* 62* 61* *Note: Smaller sample sizes Prepared by the Oregon Lottery Research Department 18

19 Game Appeal Trail Blazers Scratch-it The Trail Blazer Scratch-it SM had low appeal among core players of all Oregon Lottery games players of Pick 4 SM (55% - small sample size), Lucky Lines SM (48%), Scratch-its SM (46%), and Video Lottery SM (45%) had the highest incidence of playing the Trail Blazer ticket compared to core players of other Oregon Lottery games. (See Table 7) The Trail Blazer Scratch-it SM had low appeal among core players of all Oregon Lottery games. Among core players of Scratch-its SM (along with core Powerball players), the game had the lowest appeal (29%). (See Table 8) Table 8: Positive Ratings of Playing Trail Blazer by hip of Oregon Lottery Games Positive Ratings for Playing the Trail Blazer ticket Table 7: of the Trail Blazer Scratch-it ticket by hip of Oregon Lottery Games Have you played a Trail Blazer ticket since it has been available? 7-10 Rating M egabucks M egabucks Powerball Powerball Video Lottery Video Lottery Win for Life Win for Life Lucky Lines Lucky Lines Pick 4 Pick 4 Scratch-its Yes 40% 39% 45% 41% 48% 55% 46% No 60% 61% 55% 59% 52% 45% 54% * 412 Scratch-its 30% 29% 30% 35% 34% 34% 29% * 67* 43* 190 *Note: Smaller sample sizes Prepared by the Oregon Lottery Research Department 19

20 Sales & Index Results Trail Blazers Scratch-it The Trail Blazer Scratch-it SM game performed below average for theme, play style & key feature Overall, the Trail Blazer Scratch-it SM performed below average when the first 13 weeks of sales were analyzed and when comparing the index scores of key attributes across $2 Scratch-it SM tickets. The average 13 weeks of sales for the Trail Blazer Scratch-it SM ticket was $63,550 and it ranked 13 th out of the 16 $2 games launched between January 2009 and January Through the first 13 weeks of sales, the Trail Blazer Scratch-it SM had an average index score of 60, which was well below the average index score for other $2 games that were a Licensed Property Theme (89), had a Key # Match Play Style (82) and Doubler Key Feature (75). Rank Game No. Game Name Avg. 13 wks Life of the Holiday Party $123, Cash Explosion $103, Hot Dog Cash $86, Red Hot & Wild 7's $83, Fruit Loot $82, Blackjack $82, Money Bags x 4 $81, Football Fever $78, CSI $72, Great 8's $65, Money Bag Tripler $64, Code Quest $63, Trail Blazers $63, Professional Bull Riding $58, Asian Riches $52, Money Talks $47,958 Prepared by the Oregon Lottery Research Department 20

21 Summary Oregon Lottery Raffle Comparisons Ad Appeal, Game Appeal and hip were consistent across both the 2009 Thanksgiving and 2010 St. Patrick s Day Raffles SM When awareness, advertising and game appeal and playership measures are compared between the the Thanksgiving Raffle SM (from the Dec. 09 Web Survey) and the 2010 St. Patrick s Day Raffle SM (from the Apr. 10 Web Survey), all measures are very similar. Well over 80% of respondents were aware of both Raffle SM games. Two-thirds of those aware of the games played them. Over 50% of those who recalled ads for the games found the advertising appealing. Approximately threequarters (75% and 73%) of those who played the games enjoyed them. Dec. 09 Survey (Thanksgiving Raffle SM ) Apr. 10 Survey (2010 St. Patrick s Day Raffle SM ) Awareness (% of Total) Ad Appeal (% of those who recalled ads) hip (% of those aware of game) Game Appeal (% of those who played the game) 84% 54% 66% 75% 86% 56% 67% 73% Prepared by the Oregon Lottery Research Department 21

22 Awareness 2010 St. Patrick s Day Raffle The majority of respondents (86%) were aware of the 2010 St. Patrick s Day Raffle SM 86% of respondents were aware of the 2010 St. Patrick s Day Raffle SM game. Both females and males had a similarly high level of awareness (88% of males vs. 85% of females). (See Table 9) Table 9: Awareness of the 2010 St. Patrick's Day Raffle by Gender & Age Gender Age Were you aware of this year's Oregon Lottery St. Patrick's Day Raffle? M ale Female Yes 88% 85% 77% 84% 89% 88% No 12% 15% 23% 16% 11% 12% * Game awareness was high (77% or greater) across all age segments. (See Table 9) Similar to gender and age, there was a high awareness across all Oregon Lottery core player segments (87% and higher). (See Table 10) Respondents most often heard, saw or read information about the 2010 St. Patrick s Day Raffle SM on the Lottery Website (59%), In-store displays (58%) and TV (57%). Table 10: Awareness of the 2010 St. Patrick's Day Raffle by hip of Oregon Lottery Games Were you aware of this year's Oregon Lottery St. Patrick's Day Raffle? M egabucks Powerball Video Lottery Win for Life Lucky Lines Pick 4 Scratch-its Yes 89% 87% 91% 91% 93% 91% 88% No 11% 13% 9% 9% 7% 9% 12% When asked to describe any recall about the game, TV Ads were the most common top of mind recollections (29% of mentions) followed by In-Store Displays (26% of mentions). *Note: Smaller sample sizes Prepared by the Oregon Lottery Research Department 22

23 Advertising Appeal 2010 St. Patrick s Day Raffle 56% of those who recalled ads for the 2010 St. Patrick s Day Raffle SM rated them positively The majority of respondents liked the 2010 St. Patrick s Day Raffle SM advertising. Over half (56%) of those who recalled any advertising about the game, indicated they liked the advertising for the 2010 St. Patrick s Day Raffle SM, 14% disliked the advertising, while three in ten (30%) were indifferent to it. Table 11: Positive Ratings for the 2010 St. Patrick's Day Raffle Ads by Gender & Age Gender Age Positive Ratings for the 2010 St. Patrick's Raffle Advertising 7-10 Rating M ale Female % 62% 62% 61% 59% 51% * A higher proportion of females rated the advertising positively compared to males (62% vs. 51%). (See Table 11) Roughly sixty percent of those age rated the advertising positively. (See Table 11) Around 60% of core players of each Oregon Lottery game rated the 2010 St. Patrick s Day Raffle SM advertising positively. (See Table 12) Table 12: Positive Ad Ratings for the 2010 St. Patrick's Day Raffle by hip of Oregon Lottery Games Positive Ratings for the 2010 St. Patrick's Day Raffle Advertising 7-10 Rating M egabucks Powerball Video Lottery Win for Life Lucky Lines Pick 4 Scratch-its 58% 57% 60% 59% 60% 66% 61% *Note: Smaller sample sizes Prepared by the Oregon Lottery Research Department 23

24 Advertising Appeal 2010 St. Patrick s Day Raffle Respondents liked that the ads for the 2010 St. Patrick s Day Raffle SM were Entertaining/Funny 13% of those who rated the ads positively indicated they liked that the ads were Entertaining/Funny. These respondents also liked The odds (13%) and the Artwork/Color (11%). Nothing / N/A Entertaining / Funny The Odds Artwork / Color Prizes Appealing / Eye Leprechaun Irish Theme General Positive Commercial Limited Tickets St. Patrick's Day Raffle Open End Responses "What do you LIKE about the Advertising for this game..." *Of those who gave the advertising a positive rating (7-10) 6% 6% 9% 8% 8% 7% 10% 11% Base = % 13% 13% 0% 2% 4% 6% 8% 10% 12% 14% Nearly half (46%) of those who rated the ads negatively indicated there was Nothing/N/A they disliked about the advertising and 5 percent said there Were not Enough Ads and that it Sold Out. Nothing / N/A St. Patrick's Day Raffle Open End Responses "What do you DISLIKE about the Advertising for this game..." *Of those who gave the advertising a negative rating (0-3) 46% Not Interested Other / Unrelated 10% 10% Too Expensive Sold Out Not Enough Ads 5% 5% 7% Base = 121 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Prepared by the Oregon Lottery Research Department 24

25 Game Appeal 2010 St. Patrick s Day Raffle Three-quarters (73%) of those who played the 2010 St. Patrick s Day Raffle SM found it appealing Overall, two-thirds (67%) of those who were aware of the 2010 St. Patrick s Day Raffle SM game played it. Seven in ten (70%) respondents indicated they purchased between 1 3 tickets. Three-quarters (73%) of respondents who played the 2010 St. Patrick s Day Raffle SM rated it favorably. Only 6% rated playing the game negatively, while 21% were indifferent to playing it St. Patrick's Day Raffle "Other" Open End Responses "What is the main reason you did NOT play this game..." Of those who responded to "Other" Over half (52%) of the respondents who did not play the 2010 St. Patrick s Day Raffle SM indicated that they did not because the Tickets had already sold out. 57% of those who responded as Other as a reason for not playing said they did not play because the tickets were Too Expensive/Didn t have the money to spend. Too Expensive / Didn't Have Money to Spend Forgot to Buy / Tickets were Sold Out Too Many Tickets / Not Enough Winners 17% 15% 57% Don't Play Raffles 13% Base = 54* (small sample size) 0% 20% 40% 60% 80% Prepared by the Oregon Lottery Research Department 25

26 Game Appeal 2010 St. Patrick s Day Raffle of the 2010 St. Patrick s Day Raffle SM liked the chance of winning/great odds Nearly seven in ten (69%) respondents who rated playing the game positively, indicated the thing they liked most about playing the 2010 St. Patrick s Day Raffle SM was the Chance of Winning/Great Odds. St. Patrick's Day Raffle Open End Responses "What do you LIKE about playing this game..." *Of those who gave playing the game a positive rating (7-10) Chance of Winning / Great Odds 69% Excitement / Anticipation 15% Other / Unrelated 8% Prize Money 7% Game was Fun 5% Base = 435 0% 20% 40% 60% 80% Very few rated the game negatively. Forty-one percent of those who did, indicated the thing they disliked most about playing the game was that they Didn t Win. St. Patrick's Day Raffle Open End Responses "What do you DISLIKE about playing this game..." *Of those who gave playing the game a negative rating (0-3) Didn't Win 41% Nothing Other / Unrelated 16% 19% Waiting for the Results Not Enough Winners/Prizes 8% 8% Too Expensive 5% Base = 37* (small sample size) 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Prepared by the Oregon Lottery Research Department 26

27 Game Appeal 2010 St. Patrick s Day Raffle Game play appealed to both males and females and across all age groups The 2010 St. Patrick s Day Raffle SM appealed to both males and females. Two-thirds of both males (66%) and females (68%) indicated playing the game. (See Table 13) While high for both genders, there was a higher incidence of females (78%) who rated playing the game positively than males (68%). (See Table 14) Table 13: hip of the 2010 St. Patrick's Day Raffle by Gender & Age Gender Age Did you play the Oregon Lottery the 2010 St. Patrick's Day Raffle? M ale Female Yes 66% 68% 58% 66% 69% 68% No 34% 32% 42% 34% 31% 32% * Game play was high within all age groups, ranging from 58% (18 29) to 69% (45 54). (See Table 13) A high percentage of all age groups enjoyed playing the 2010 St. Patrick s Day Raffle SM, ranging from 66% (55 and older) to 83% (18 29) who rated playing the game positively. (See Table 14) Table 14: Positive Ratings for Playing the 2010 St. Patrick's Day Raffle by Gender & Age Gender Age Positive Ratings for Playing the 2010 St. Patrick's Day Raffle 7-10 Rating M ale Female % 78% 83% 80% 74% 66% * *Note: Smaller sample sizes Prepared by the Oregon Lottery Research Department 27

28 Game Appeal 2010 St. Patrick s Day Raffle 2010 St. Patrick s Day Raffle SM appealed to core players of all Oregon Lottery games Incidence of play for the 2010 St. Patrick s Day Raffle SM was high for each of the core player segments. At least 7 in 10 core players for each Oregon Lottery game played the St. Patrick s Day Raffle SM. (See Table 15) Over 70% of each of these core player segments gave playing the 2010 St. Patrick s Day Raffle SM a positive rating. (See Table 16) Table 15: hip of the 2010 St. Patrick's Day Raffle by hip of Oregon Lottery Games Did you play the 2010 St. Patrick's Day Raffle when it was available? M egabucks Powerball Video Lottery Win for Life Lucky Lines Pick 4 Scratch-its Yes 70% 69% 73% 76% 81% 71% 71% No 30% 31% 27% 24% 19% 29% 29% Table 16: Positive Ratings for Playing the 2010 St. Patrick's Day Raffle by hip of Oregon Lottery Games Positive Ratings for Playing the 2010 St. Patrick's Day Raffle 7-10 Rating M egabucks Powerball Video Lottery Win for Life Lucky Lines Pick 4 Scratch-its 72% 72% 72% 72% 73% 73% 74% * 409 *Note: Smaller sample sizes Prepared by the Oregon Lottery Research Department 28

29 Interest in Potential NEW Raffle Game Structure Doubling the number of tickets and prizes appealed to the majority of respondents Respondents were asked to report their level of interest in the following potential change to a future Oregon Lottery Raffle game: The Oregon Lottery is considering offering one of its next Raffles in a new way. This new Raffle would offer 500,000 tickets (instead of 250,000). And two sets of prizes would now be offered, including two $1 million prizes, 20 $20,000 prizes, and 2,000 $100 prizes. Each ticket would still cost $10 each. Changing Raffle Game Open End Responses "Why would you be interested in the Lottery offering one Raffle game with 500k tickets..." More Chances to Win Same Odds / Good Odds Prizes Offered 18% 21% 30% Doubling the number of tickets and prizes appealed to 80% of the respondents. More chances to win (30%) and Same Odds/Good Odds (21%) were the most common mentions as to why these respondents would be interested in the proposed Raffle SM game change. Interested, Non-Specific More Chances to Get Ticket Winning 5% 11% 14% Base = 821 0% 5% 10% 15% 20% 25% 30% 35% Three-quarters of those who found changing the Raffle SM game appealing, have played at least one Raffle SM game since the Lottery began offering them, nearly half (46%) have played every Raffle SM the lottery has offered and 25% have never played a Raffle SM game. Of the 20% who indicated changing the Raffle SM is unappealing, the most common reason was the Ticket price is too high (41%). 51% of those who were opposed to changing the Raffle SM have never played a Raffle SM game. Changing Raffle Game Open End Responses "Why would you NOT be interested in the Lottery offering one Raffle game with 500k tickets..." Ticket Price too High Too Many Tickets Odds Not Interested Decreased Chance to Win Prizes Other/Unrelated Less Appeal 5% 7% 6% 9% 13% 17% 17% 41% Base = 209 0% 10% 20% 30% 40% 50% Prepared by the Oregon Lottery Research Department 29

30 Powerball Advertising Over half (52%) of the respondents who recalled any Powerball Ads rated them positively Nearly half (45%) of respondents recalled any Powerball ads within the past three months. The most common top of mind mentions for Powerball advertising were Billboard (34%) and TV ads (27%). Over half (52%) of those who recalled any Powerball ads in the past three months, rated them positively, while 9% disliked them and four out of ten (38%) were indifferent to them. Three in ten (27%) respondents who rated the ads positively indicated the things they liked most about the advertising were the Jackpots, 15% indicated they were Funny, while another 15% indicated the Dream of Winning as something they liked about the advertising. Of the minority who gave the advertising a negative rating, 21% indicated there was Nothing they disliked about the advertising, while another 21% indicated that they disliked that the ads were Not Entertaining. Jackpots Dream of Winning Appealing / Eye Fun / Entertaining Nothing Other / Unrelated Reminder Not Entertaining General Dislike Not Informative Enough Not Enough Ads Too Many Ads Likes of Powerball Ads Open End Responses "What did you LIKE about these Powerball Ads..." *Of those who gave the ads a positive rating (7-10) Funny Nothing Misleading Don t Recall 6% 7% Dislikes of Powerball Ads Open End Responses "What did you DISLIKE about these Powerball Ads..." *Of those who gave the ads a negative rating (0-3) 5% 5% 7% 10% 10% 12% 9% 15% 15% 12% 14% Base = % 21% 27% 0% 5% 10% 15% 20% 25% 30% Base = 43* (small sample size) 0% 5% 10% 15% 20% 25% Prepared by the Oregon Lottery Research Department 30

31 Powerball Advertising Over half of all gender and age segments rated the Powerball Ads positively There was a slightly higher incidence of males (48%) recalling any Powerball ad in the past three months compared to females (42%). (See Table 17) The highest incidence of Powerball ad recall is observed within the (51%) age group. (See Table 17) Do you recall any Oregon Lottery Powerball Ads within the past 3 months? Table 17: Powerball Ad Recall by Gender & Age Gender Age M ale Female Yes 48% 42% 46% 51% 45% 42% No 52% 58% 54% 49% 55% 58% * Just over half of both males (53%) and females (52%) rated the Powerball ads they recalled positively. (See Table 18) Over half of all age groups (with the exception of 45 54) rated the Powerball ads they recalled positively. (See Table 18) Positive Ratings for the Powerball Ads Table 18: Positive Ratings for the Powerball Ads by Gender & Age Gender Age 7-10 Rating M ale Female % 52% 60% 56% 49% 52% * *Note: Smaller sample sizes Prepared by the Oregon Lottery Research Department 31

32 Powerball Advertising At least half of each core player segment found the Powerball Ads appealing Half of the core players of all Oregon Lottery games recalled a Powerball ad within the past 3 months with the exception of Megabucks SM and Powerball players (just under 50%). (See Table 19) Over 50% of all core player groups rated the Powerball Ads they recalled seeing positively, with the exception of Lucky Lines (49% rated the Ads positively). (See Table 20) Do you recall any Oregon Lottery Powerball Ads within the past 3 months? Table 19: Powerball Ad Recall by hip of Oregon Lottery Games M egabucks Powerball Video Lottery Win for Life Lucky Lines Pick 4 Scratch-its Yes 46% 47% 53% 50% 55% 53% 50% No 54% 53% 47% 50% 45% 47% 50% Table 20: Positive Ratings for Powerball Ads by hip of Oregon Lottery Games Positive Ratings for the Powerball Ads 7-10 Rating M egabucks Powerball Video Lottery Win for Life Lucky Lines Pick 4 Scratch-its 54% 54% 56% 56% 49% 58% 53% * 325 *Note: Smaller sample sizes Prepared by the Oregon Lottery Research Department 32

33 Mega Millions At least 60% of core players across all games have played Mega Millions since it became available Over half (56%) of respondents indicated they have played Mega Millions since it became available in March of this year. Over 60% of the core players reflecting each Oregon Lottery game (except Video Lottery SM ) have played Mega Millions since it became available. Have you played M ega M illions since it became available in M arch of this year? Table 21: Mega Millions hip by Gender & Age Gender Age M ale Female Yes 62% 50% 42% 52% 55% 61% No 38% 50% 58% 48% 45% 39% * There was a higher incidence of males who played Mega Millions compared to females (62% - males vs. 50% - females) Those who are 55 years and older (61%) had the highest incidence of playing the game compared to other age groups. Table 22: Mega Millions hip by hip of Oregon Lottery Games Have you played M ega M illions since it became available in M arch of this year? M egabucks Powerball Video Lottery Win for Life Lucky Lines Pick 4 Scratch-its Yes 63% 62% 59% 68% 80% 77% 60% No 37% 38% 41% 32% 20% 23% 40% Respondents indicated the most common reason they did not play Mega Millions was because they were not aware of this new game (29%). This was followed by have not had a chance to play (18%). *Note: Smaller sample sizes Prepared by the Oregon Lottery Research Department 33

34 Mega Millions Over 80% of core Powerball & Megabucks SM players indicated they would continue playing those games at the same level now that Mega Millions is available Overall, 45% of core Powerball players indicated they would play both Powerball and Mega Millions games now that Mega Millions is being offered. Additionally, one third (33%) of these core Powerball players indicated they would choose to play Powerball or Mega Millions based on the jackpot levels at the time. This aligns with what was reported in the December 2009 Promo Survey, in which core Powerball players were more likely to play both games or choose which game to play based on the jackpot levels at the time. In the current wave, nine out of ten (89%) core players of Powerball indicated they would play Powerball at the same level as before now that Mega Millions is available. "With Mega Millions offered would you..." Of core Powerball Play both Powerball AND Mega Millions games Choose to play Powerball OR Mega Millions based on the jackpot levels at the time Play Powerball only Play neither Powerball nor Mega Millions and spend that money on other Oregon Lottery games Play neither Powerball nor Mega Millions and spend that money on something else Play Mega Millions only 3% 3% 2% 2% 2% 2% 9% 13% 33% 37% Dec. Promo Base = 1820 Apr. Promo Base = % 45% Eight out of ten (84%) core players of Megabucks SM indicated they would continue to play Megabucks SM at the same level now that Mega Millions is available. Pre Launch 0% 10% 20% 30% 40% 50% Post Launch Prepared by the Oregon Lottery Research Department 34

35 Sales Results Mega Millions Average weekly Mega Millions sales are approximately $300,000 in its first 9 weeks Mega Millions has been in the market for 9 weeks. Average weekly sales are just under $310,000. The highest sales levels have occurred in business weeks 43 through 45 (with average weekly sales of $455,000). The jackpots went from $143 million in week 43 to $266 million before getting hit in week 45. Prepared by the Oregon Lottery Research Department 35

36 Half (52%) of respondents recalled the Zeus and Cleopatra Video Lottery SM ads. Video Lottery SM Advertising 52% of respondents recalled the Zeus and Cleopatra Video Lottery SM Ads Half of both males (52%) and females (51%) recalled the Zeus and Cleopatra Video Lottery SM ads. (See Table 22) Those between the ages of (53% - 58%) had the highest incidence of recall for these ads across all age segments. Those aged (41%) had the lowest incidence of ad recall for Zeus and Cleopatra. (See Table 22) Table 22: Video Lottery Zeus & Cleopatra Ad Recall by Gender & Age Gender Age Do you recall any Video Lottery advertisements with Zeus & Cleopatra? M ale Female Yes 52% 51% 41% 53% 58% 48% No 48% 49% 59% 47% 42% 52% * A higher incidence of females (43%) gave the Zeus and Cleopatra ads a positive rating compared to males (36%). (See Table 23) Nearly half of those aged (47%) rated these ads positively. This was the highest within any age segment. (See Table 23) Table 23: Positive Ratings for the Video Lottery Zeus & Cleopatra Ads by Gender & Age Gender Age Positive Ratings for the Zeus & Cleopatra Ads 7-10 Rating M ale Female % 43% 30% 47% 38% 37% * *Note: Smaller sample sizes Prepared by the Oregon Lottery Research Department 36

37 Video Lottery SM Advertising At least 40% of core players within each Lottery game segment, rated the Zeus and Cleopatra Ads positively At least half of each core player group recalled the Zeus and Cleopatra Video Lottery SM ads. Not surprisingly, the highest incidence of ad recall occurred within the Video Lottery SM (68%) core player group. (See Table 24) Nearly half of core Video Lottery SM players (46%) and core Pick 4 players (51%) rated the Zeus and Cleopatra ads positively. (See Table 25) Table 24:Video Lottery Zeus & Cleopatra Ad Recall by by hip of Oregon Lottery Games Do you recall any Video Lottery advertisements with Zeus & Cleopatra? M egabucks Powerball Video Lottery Win for Life Lucky Lines Pick 4 Scratch-its Yes 51% 52% 68% 52% 58% 53% 56% No 49% 48% 32% 48% 42% 47% 44% M egabucks Table 25: Positive Ratings Video Lottery Zeus & Cleopatra Ads by hip of Oregon Lottery Games Positive Ratings for the Zeus & Cleopatra Ads 7-10 Rating Powerball Video Lottery Win for Life Lucky Lines Pick 4 Scratch-its 40% 39% 46% 41% 44% 51% 44% * 368 *Note: Smaller sample sizes Prepared by the Oregon Lottery Research Department 37

38 Video Lottery SM Advertising Three-quarters (74%) of Zeus and Cleopatra ad recall came from TV Respondents who recalled the Zeus and Cleopatra Video Lottery SM ads most often heard, saw or read information about them on TV (74%), the Lottery Website (43%) and In-store displays (23%). Four in ten (39%) of those who recalled the Zeus and Cleopatra ads, rated them positively, 24% disliked them and 37% were indifferent to them. One-quarter (25%) of respondents who rated the ads positively indicated the thing they liked most about them was that they were Attractive/Eye Catching. These respondents also liked the Characters (14%). Of those who gave the advertising a negative rating, 39% indicated there was Nothing they disliked about these advertisements while another 17% indicated disliked the ads because they were Silly/Stupid. Video Lottery Ads Open End Responses "What did you LIKE about these Video Lottery Ads..." *Of those who gave the advertising a positive rating (7-10) Atractive Ads / Eye Catching Other / Unrelated Characters Nothing / N/A / No Opinion / No Comment Ads Looked Fun Humorous / Funny TV Commercial Chance to Play / Win Made Me Want To Play Cute Video Lottery Ads Open End Responses "What did you DISLIKE about these Video Lottery Ads..." *Of those who gave the advertising a negative rating (0-3) Nothing / N/A / No Opinion / No Comment Silly / Stupid 5% 5% 6% 6% 8% 17% 12% 11% 15% 14% Base = % 25% 0% 5% 10% 15% 20% 25% 30% Other / Unrelated 11% Characters 8% Everything about it 6% Base = 127 0% 10% 20% 30% 40% 50% Prepared by the Oregon Lottery Research Department 38

39 Video Lottery SM Prizes Over $600 Four in ten (40% ) core Video Lottery SM players indicated they would play Video Lottery SM more if prizes over $600 were offered Respondents who played Video Lottery SM in the past year were asked how they would change their play behavior if the Oregon Lottery offered games with prizes over $600. Six in ten (60%) indicated they would play the same, 37% said they would play more and 3% said they would play less. Results were similar between past year and core players. (See Graph) The chance to Win More Money (44%) was the top mention/reason as to why past year players indicated they would play more if prizes over $600 were offered. The chance to Win More Money was also the top mention among core Video Lottery SM players (46%). Only 16 past year players indicated they would play less if prizes over $600 were offered. The most common reason given was because of the Odds (5 people). Supplemental Findings: From the Wheel of Fortune field trial, 53 players were asked about how prizes over $600 would impact their play. 38% indicated they would play more, mainly because of higher prizes, 58% said they would play the same and 4% indicated they would play less. Video Lottery Prizes over $600 Open End Responses "Why would you play Video Lottery games more if prizes over $600 were offered..." Win More Money Other / Unrelated Better / Bigger Payout More Exciting / Fun Incentive to play at Lottery retailer & less at Casino Prefer not to collect at Lottery 4% 4% 7% 18% 17% Base = % 0% 10% 20% 30% 40% 50% Prepared by the Oregon Lottery Research Department 39

40 Video Lottery SM Prizes Over $600 Half of the respondents indicated they would play the same if prizes over $600 required a minimum or maximum bet Half (51%) of past year Video Lottery SM players indicated they would play Video Lottery SM at the same level if a minimum bet were required for prizes over $600. Three in ten (30%) indicated they would play less and 19% said they would play more. Similar results can be seen among the core players of Video Lottery SM. (See Chart) Nearly half (46%) of past year Video Lottery SM players indicated they would play Video Lottery SM at the same level while another 46% indicated they would play less if a maximum bet were required for prizes over $600. Only 7% indicated they would play more if a maximum bet is required. Similar results can be seen among the core players of Video Lottery SM. (See Chart) Supplemental Findings: The Video Lottery SM prizes over $600 concept was tested in the Video Lottery SM Qualitative Poker Research Study. These findings revealed that prizes of $1,500 or more would stimulate trial as long as players were not required to place a maximum bet. The majority of these players did not typically max bet. indicated they would be willing to try games with prizes over $600 but the majority of participants were concerned with how that would impact smaller, more frequent payouts. Though players would be interested in prizes above $600, there was a general concern about amounts above $1,200 being federally taxed. Prepared by the Oregon Lottery Research Department 40

41 Video Lottery SM Prizes Over $600 71% of past year Video Lottery SM players would prefer to redeem prizes over $600 at the retail establishment where they are playing The majority of past year Video Lottery SM players indicated they would prefer to redeem prizes over $600 At the Retail establishment where they are playing Video Lottery SM (71%). The most common mention(s) as to why respondents would prefer to redeem the prizes at the retail establishment was because it s More Convenient (26%) and Get money instantly (23%). Supplemental Findings: The April Promotions survey results are similar to what was seen in the Video Lottery SM Qualitative Poker Research Study conducted in December 2009, where players indicated they would prefer to redeem their prize(s) at the retail establishment because it would make it more convenient. However, security concerns were voiced regarding receiving high cash amounts in front of other patrons. Once respondents were given all of the different options for a redemption location, the majority of players indicated they would prefer the option of redeeming up to $600 at the retailer and the remainder either in Salem or at a Lottery Kiosk. This addressed their security concerns while also allowing them to receive some of their winnings immediately. One in ten (14%) prefer to redeem these prizes At a Lottery kiosk that could be located in a grocery store. The top mention for redeeming the prizes at a Lottery kiosk is so they don t have to travel to Salem (24%). Prepared by the Oregon Lottery Research Department 41

42 Monthly Promotional Drawings Nearly two-thirds (64%) of respondents were aware of the Oregon Lottery s Monthly Promotional Drawings Six in ten (64%) respondents were aware of the Lottery s Monthly Promotional Drawings. Results were similar by gender (62% - males and 65% - females). (See Table 26) Results were also similar by age. At least 60% of each age segment were aware of the Monthly Promotional Drawings. Awareness increased as age increased. (See Table 26) Awareness among core players of each Oregon Lottery game was high as compared to the total sample (65% - 78%). (See Table 27) Table 26: Awareness of Monthly Promotional Drawings by Gender & Age Gender Age Are you aware of the Oregon Lottery's M onthly Promotional Drawings? Table 27: Awareness of Monthly Promotional Drawings by hip of Oregon Lottery Games Are you aware of the Oregon Lottery's M onthly Promotional Drawings? M egabucks M ale Female Yes 62% 65% 60% 62% 64% 66% No 38% 35% 40% 38% 36% 34% * Powerball Video Lottery Win for Life Lucky Lines Pick 4 Scratch-its Yes 66% 65% 70% 71% 78% 72% 69% No 34% 35% 30% 29% 22% 28% 31% *Note: Smaller sample sizes Prepared by the Oregon Lottery Research Department 42

43 Monthly Promotional Drawings 91% of all those aware of the Monthly Promotional Drawings, have enrolled in at least one Of those who were aware of the Monthly Promotional Drawings, 91% have enrolled to participate in at least one. Participation is consistently high across gender, age and core player groups. (See Tables 28 and 29) Table 28: Enrollment of Monthly Promotional Drawings by Gender & Age Gender Age Have you enrolled to participate in at least one of these M onthly Promotional Drawings? M ale Female Yes 91% 91% 88% 95% 94% 87% No 9% 9% 12% 5% 6% 13% * Those who had not enrolled in the Monthly Promotional Drawings indicated the main reasons were, Time constraints (25%) and Unaware of them (25%). Table 29: Enrollment of Monthly Promotional Drawings by hip of Oregon Lottery Games Have you enrolled to participate in at least one of these M onthly Promotional Drawings? M egabucks Powerball Video Lottery Win for Life Lucky Lines Pick 4 Scratch-its Yes 91% 91% 91% 92% 96% 90% 92% No 9% 9% 9% 8% 4% 10% 8% *Note: Smaller sample sizes Prepared by the Oregon Lottery Research Department 43

44 Monthly Promotional Drawings Nearly two-thirds (65%) of those who have enrolled to participate, found the prizes offered appealing Nearly two-thirds (65%) of those who enrolled in at least one Monthly Promotional Drawing, rated prizes offered positively, only 5% disliked them and three out of ten (30%) were indifferent to them. There was a slightly higher incidence of females (68%) who rated the Monthly Promotional Drawing prizes positively compared to males (62%). (See Table 30) Three-quarters of those aged rated the Monthly Promotional Prizes positively - somewhat higher than those aged 45 and older. (See Table 30) At least 65% of core players of each Oregon Lottery game rated the prizes appealing. (See Table 31) Table 30: Positive Ratings for the Montly Promotional Drawings by Gender & Age Gender Age Positive ratings for M onthly Promotional Drawing Prizes 7-10 Rating M ale Female % 68% 75% 75% 63% 60% * *Note: Smaller sample sizes Prepared by the Oregon Lottery Research Department 44

45 Monthly Promotional Drawings When asked what future prizes they d like to see, Cash Prizes was mentioned most often When asked what future Monthly Promotional Prizes they d like to see offered, nearly half mentioned they d like to see Cash Prizes (47%), followed by Scratch-it/Draw Game/Lottery Tickets (25%) and Vacation/Trip/OR Coast (22%). Supplemental Findings: Top performing prizes selected (aided) during the Loyalty Program Research conducted in March 2010 also reflected a preference for cash prizes (one for $5000 and another for $1000). The Loyalty Program Research also confirmed that Vacation/Trips, Lottery tickets and Oregon Centric prizes are appealing for Monthly Promotional Drawings. Preferred Future Monthly Promotional Drawing Prizes Open End Responses "What prizes would you like to see offered as part of future monthly promotional drawings"? Cash Prizes Scratch-it / Draw Game / Lottey Tickets Vacation / Trip / OR Coast Don't Know / No Suggestion Satisfied with Current Prizes Oregon-centric Cars 5% 5% 12% 10% 22% 25% Loyalty Program Research Results (March 2010) Base = % 0% 10% 20% 30% 40% 50% Prepared by the Oregon Lottery Research Department 45