Retailer Reference Guide

California Lottery
Retailer Reference Guide
IMPORTANT CONTACTS
The California Lottery® Retailer Service:
1-855-EZLOTTO
(1-855-395-6886)
Main Menu Options
For Scratchers® Inventory…................Press 1
To Confirm or Activate Scratchers®….Press 2
For Revenue Collections………….….....Press 3
Equipment & Application Processing...Press 4
To Report Criminal Activities…....……Press 5
For Tax Info…….………………………..….Press 6
All Other Retailer Inquiries…………..….Press 7
Return to Previous Menu ……….......…Press*
Call by 3 p.m. for next business day delivery
For Lottery equipment service or supplies:
1-800-666-6695
*IGT is formerly GTECH
TM
2
LOTTERY DISTRICT OFFICES
SACRAMENTO DISTRICT #21
4106 E. Commerce Way
Sacramento, CA 95834
916-830-0292
SANTA ANA DISTRICT #22
3400 W. Warner Ave., Suite F
Santa Ana, CA 92704
714-708-0540
EAST BAY DISTRICT #24
2489 Industrial Parkway West
Hayward, CA 94545
510-670-4630
SANTA FE SPRINGS DISTRICT #23
9807 Bell Ranch Drive
Santa Fe Springs, CA 90670
562-777-3434
SAN FRANCISCO DISTRICT #25
820 Dubuque Ave.
South San Francisco, CA 94080
650-875-2200
SAN DIEGO DISTRICT #26
5656 Ruffin Road
San Diego, CA 92123
858-492-1700
CENTRAL VALLEY DISTRICT #31
750 W. Pinedale Ave.
Fresno, CA 93711
559-449-2430
INLAND EMPIRE DISTRICT #27
1840 Commercenter Circle
San Bernardino, CA 92408
909-806-4126
VAN NUYS DISTRICT #29
16525 Sherman Way, C10
Van Nuys, CA 91406
818-901-5006
NOTE: When calling District Offices, press “0” then press “3”
for immediate assistance.
The California Lottery® Website: www.calottery.com
To set up or access your account and to receive the latest marketing
resources, visit our retailer portal at calottery.com/retailer
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WELCOME TO THE LOTTERY RETAILER NETWORK!
CONGRATULATIONS!
We’ve got a solid plan for your
sales growth, and YOU are the key
to making it happen.
Take your business’ sales to the next level! The Lottery offers fun and
exciting games; from instant win Scratchers® to eight different draw
games, such as Powerball® or SuperLotto Plus®. The Lottery helps you
maximize your business by supplying merchandising and sales support.
Lottery advertising, point of sale (POS) materials and the expertise of our
field sales staff are all benefits of joining the Lottery retail network.
The Lottery’s mission is to generate supplemental funds for all California
public schools. With your help we've raised $29 billion for public schools
since 1985. This is a great source of pride for everyone who sells Lottery
games in California. You, the retailer, play a vital role in reaching that goal
as you offer Lottery products to your customers. Remember, when the
schools win… we all win!
So, ask for the sale and remind yourself, “Imagine what a buck can do!™”
Congratulations on becoming one of our newest Lottery retailers and
good selling!
California Lottery Retailer Reference Guide
Version 9.7
© 2016
IGT Corporation. All rights reserved.
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TABLE
OF
CONTENTS
Welcome to the Lottery Retailer Network!
Lottery Funds at Work
Imagine the Possibilities
Proud to be WLA Certified
Responsible Retailing
Why Sell Lottery?
See What Our Retailers Are Saying
Commissions and Bonuses
Lucky Retailer Program
Winner Awareness
How to Make More Money for Your Business
Draw Games Selling Tips
Draw Games Key Features
Scratchers® Selling Tips
How We Help Retailers Grow Sales
Equipment Operations Training
Equipment Overview
Altura Sign On/Off Instructions
Life-Cycle of a Scratchers® Ticket
Scratchers® Ticket Delivery Invoice
Activation
Confirmation
Scratchers® Cashing Rules
How To Cash Scratchers® Tickets
Settlement Process
Billing and Invoices
Scratchers® Weekly Invoice Report
Scratchers® Detail Reports
Daily Report
Returning Scratchers® Tickets
Preventing Loss
Scratchers® Clerk Daily Tracking Form
Scratchers® Daily Tracking Form
Draw Games Quick Reference
Selling Draw Games
Canceling Draw Game Tickets
Adjustment Forms
Draw Game Cashing Rules
How to Cash Draw Games
Draw Games Weekly Invoice Report
Draw Games Sales Reports
Draw Games Detail Reports
Special Functions
Help Tools
Troubleshooting
Glossary of Terms
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LOTTERY FUNDS AT WORK
Supporting Local Communities
More than
$1 Billion
in Lottery funds go to
supporting California
public schools every year.
Administrative
Expense
Revenue Returned
to the Community
Public Education
Retailer Compensation
Player Prizes
More than $29 Billion to Education...and Counting
Since 1985, when we sold our first Lottery ticket, Lottery players have
contributed more than $29 billion to California's public schools. Believe it or
not that represents only a fraction of the state's overall education budget, but
still, this funding is helping schools buy classroom supplies, state-of-the-art
equipment and instructional material critical to their learning. Because most of
this money is unrestricted, it's making a direct impact in the classroom! Thanks
to you, our players and loyal retailers.
To see the California Lottery® supplemental funding for more than 1,100 school
districts and jurisdictions, please visit:
www.calottery.com/giving-back
6
IMAGINE THE POSSIBILITIES
Welcome to the world of Possibilities
where anything can happen!
We believe that with a good education,
caring teachers, committed administrators,
active parents, and exceptional students,
every public school student can realize their
dreams. Add critical supplies needed to
learn in a positive, safe environment and the
POSSIBILITIES are endless – whether you
want to be a scientist, a small business owner,
a firefighter or a teacher – a good education is the gateway to success.
At the California Lottery®, our part is relatively minor, but in conversations
with parents, teachers and principals we realize that our annual contributions
to education are critical to many one-time programs that would otherwise be
cut when budget times are tight.
Supplemental
Lottery Funds
Benefit Schools
in Real Ways
Besides offering you
entertaining games, the
California Lottery®’s sole
mission is to generate
supplemental funds for all
California public schools.
Since 2000, we’ve sent more
than $1 billion a year to public education. That means K-12, Community Colleges,
CSU and UC campuses and several specialized schools. Now keep in mind, the
Lottery’s supplemental funding to public schools will not solve education’s
budgetary problems. In fact, our contributions amount to only about 1% of
public education’s overall needs. It’s really modest when you come down to it,
but parents, teachers and administrators tell us that every little bit helps.
7
PROUD TO BE WLA CERTIFIED
We’re Committed to Responsible Gaming
The California Lottery® is the first U.S. lottery to achieve a
Level Four certification, the highest certification level for
its Responsible Gaming programs from the World Lottery
Association. The award demonstrates that the Lottery has
implemented responsible gaming principles into day–to-day
operations and is continuously improving its programs. Responsible Gaming messages
can be found on all Lottery products, marketing campaigns, point-of-sale and in all
public communication.
The Lottery works closely with the California Office of Problem Gambling to increase
awareness of problem gambling. We produce in-house problem gambling public service
announcements and help fund the state’s 1-800-GAMBLER hotline.
The Lottery also maintains a strong partnership with our retailers and local law
enforcement agencies to ensure our Lottery retailer network is abiding by our 18+
policy to prevent underage gambling. When in doubt, ask for ID.
WLA evaluation recommends improving measures to further reduce illegal play. In
addition to National Gambling Awareness Month, to increase public awareness about
the serious issue of youth gambling, the annual national Holiday Campaign is another
one of many Responsible Gaming endeavors that the California Lottery has joined to
help raise awareness of problem gambling issues.
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RESPONSIBLE RETAILING
Responsible retailers support the California Lottery®’s commitment
to ensure integrity, honesty, and fairness. Below is an overview of key
points all retailers and their staff must follow:
• Maintain a positive brand image and positive playing experience for customers.
• Comply with all laws and regulations that apply to Lottery products including the
Lottery's Retailer Access Program.
• Follow all Lottery procedures and Retailer Contract requirements, including
those relating to Lottery terminal security, establishing and maintaining effective
inventory control and immediate reporting of lost or stolen Lottery tickets.
• Cooperate with the Lottery in the promotion of Responsible Gaming.
Responsible Gaming means:
• Ensuring customers are 18 or older
• Ensuring “Play Responsibly”, 1-800-GAMBLER signage, and Point of Sale
terminal messages are displayed at play centers
• Providing the “Responsible Gambling Guidelines” brochure to customers when
requested
• Attending Responsible Gaming Awareness training provided by the Lottery
• Training your employees to recognize the signs of problem gambling and being
familiar with free treatment services available
• Additional resources are available on our website
• Comply with the Lottery’s prize cashing policies. Pay prizes validated on the Lottery
terminal up to the $599 cashing limit.
NOTE: Lottery retailers cannot charge players any fees (e.g., transaction
fees or convenience fees, service fees, etc.) for cashing winning tickets
nor “discount” winning tickets for any reason.
• Sell and redeem Lottery products only to individuals who are 18 years of age or older.
• Fully pay for Lottery tickets and products before playing Lottery games.
• Answer all reasonable customer questions or direct customers to contact the
Lottery as necessary.
• Assist individuals with disabilities to ensure access to Lottery products, per the
Lottery's Retailer Access Program.
• Cooperate with all investigative, security, inspection and enforcement activities
conducted by Lottery personnel or any other law enforcement or regulatory agency.
• Treat all customers and Lottery representatives with honest, respectful, professional,
fair, and courteous behavior at all times. Misconduct such as dishonesty, illegal or
criminal activity or offensive behavior could result in termination of a retailer's
Lottery license.
• The California Lottery® is committed to providing a safe, healthful work
environment that is free from threats, intimidation, derogatory remarks, insults,
bullying, harassment, including sexual harassment, acts of violence or any form of
discrimination. All allegations and/or reports of offensive behavior occurring while
State duties are being provided will be investigated and appropriate action taken
to protect Lottery employees, to the extent possible.
Additional information is available through your Lottery Sales Rep,
www.calottery.com/retailer, or 1-855-395-6886.
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WHY SELL LOTTERY?
Lottery Outsells Other Products
Lottery is a $70.6 billion* industry in the U.S. Compare that to other popular items you may sell.
Sales Per Year (Billions) Total U.S.
$70.6
Lottery outsells
sports drinks 14:1
$20.9
$15.1
$4.8
Candy
Salty
Snacks
Sports
Drinks
U.S. Lottery
Tickets
The California Lottery® has paid approximately
$5.3 billion to retailers since its inception.
Gross sales per week**
CANDY
$1,103
SPORTS
DRINKS
$576
WEEKLY
WEEKLY
SALTY
SNACKS
LOTTERY
$1,493
$4,524
WEEKLY
WEEKLY
* North American Association of State and Provincial Lottery FY'15 sales.
** Source for gross sales per week information for candy, salty snacks, and sports drinks: National Association of Convenience
Stores 2014 Fact Book.
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WHY SELL LOTTERY?
CA Lottery Outperforms Other Items in Profit Per Sq. Ft.
Profit revenue and profit per square foot (PPSF) of floor or counter space are much
greater for Lottery than for many other items – and there’s no upfront cost.
Avg. Weekly Profit Per Square Foot
$38
$26
$22
Candy
$24
Salty
Snacks
Sports
Drinks
CA Lottery
Tickets
Average Weekly Profits / PPSF
Candy
Salty
Snacks
Sports
Drinks
Lottery
Upfront cost of goods
$570
$912
$296
$0
Retail price per unit
$0.99
$1.50
$2.00
$1 – $30
Gross sales per week
$1,103
$1,493
$576
$4,524
Gross profit per unit
$0.48
$0.58
$0.82
Varies by price
Profit percentage**
48%
39%
41%
6.8%
Sq. ft. to display***
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9
8
Weekly Profit per sq. ft.
$22
$24
$26
$38
**Average California Lottery aggregate earnings per retailer; excludes sales from vending
machines and includes commissions and bonuses.
***Approximate. Actual square footage varies per retailer set up.
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WHY SELL LOTTERY?
Build Traffic and Add-On Sales
• Jackpots drive traffic to your
store resulting in additional sales
of other products
• Lottery introduces three-four
NEW Scratchers® games every
month
• Players think of stores with
winners as “Lucky” which drives
more customers into the store
• Recent studies have shown
that for every $5 Lottery
transaction, players spend an
additional $10 at the store*
*Source: North American Association of State and Provincial Lotteries, San Diego Conference, July 2013
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WHY SELL LOTTERY?
Low Inventory and Great Financial Terms
• Lottery products are delivered
via UPS within one business
day of order placement, if
ordered by 3 p.m.
• There is very little “inventory”
on Lottery Scratchers® tickets
and draw games have virtual
inventory in a computer
• If sales of a
Scratchers® ticket
are slow, we'll take
them back and give you
credit
CA Lottery provides up to 50 days net financing.
No other product offers these terms.
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SEE WHAT OUR RETAILERS ARE SAYING
“
“
Our featured game display holds
more tickets so we can double
up on them and offer a variety of
games. It's another area that you
can point to show where you are
selling Scratchers® and the new
games.
”
”
“
Harneet Pundhar
Antelope 76 Market
“
(Lottery) brings other customers.
They might want to get something
else when they’re coming in
just for Lottery tickets. Lottery
business is good for business.
It creates revenue, it creates
cash flow and it creates foot
traffic into your store.
”
Ron Chonos
Owner Jug & Jigger
Children are the future. It’s very
important as a business in the
community to give back to the
community.
Maria Mohamed
Maria’s Market & Deli
As soon as new games come in, we make sure
they are available for our customers. Every
month, we have customers come in who want
the new games - they always ask when the
new games will be available.
14
”
Mimi Wheeler
Raley’s #239
COMMISSIONS AND BONUSES
COMMISSIONS
Scratchers® Sales Bonuses:
Scratchers® top prizes of $1 Million or more
earn a bonus of one half of one percent.
Additionally, Scratchers® in connection with
a promotion* resulting in a promotional
award of $1 Million or more also earn a one
half of one percent bonus.
Draw Games Commissions:
Altura Terminal ................................. 6.0%
Quick Terminal .................................. 6.0%
Self-Serve Terminal .......................... 4.5%
GamePoint ......................................... 4.5%
Gemini.................................................. 4.5%
Fantasy 5 Replays Handling Fee.... 6.0%
Scratchers® Commissions:
Scratchers® ........................................6.0%
Free Scratchers® Handling Fee.........6.0%
TICKET
PRICE
FINAL COST
PER PACK
COMMISSION
* See Official Promotion Rules for eligibility details.
CASHING BONUSES
Draw Games Cashing Bonus:
$99-$599 Winners ........................... 3.0%
Cash winning draw game plays worth
$99 to $599 and you earn a three
percent cashing bonus!
# OF TICKETS PROFIT PER
PER PACK
TICKET
$30
$846
$54
30
$30 = $1.80
$20
$564
$36
30
$20 = $1.20
$10
$470
$30
50
$10 = $0.60
$5
$376
$24
80
$5 = $0.30
$3
$282
$18
100
$3 = $0.18
$2
$188
$12
100
$2 = $0.12
$1
$235
$15
250
$1 = $0.06
SALES BONUSES
Draw Games Sales Bonuses:
Retailers earn one half of one percent
for selling winning tickets for the
following draw game prizes:
• Powerball®..... $1 Million Prize or more
(regardless of the payment option selected,
up to a maximum bonus of $1 Million)
• Mega Millions®.... $1 Million Prize or more
(regardless of the payment option selected,
up to a maximum bonus of $1 Million)
• SuperLotto Plus®......... Jackpot winner
(regardless of the payment option selected,
up to a maximum bonus of $1 Million)
• Fantasy 5 ............. 5/5 Top Prize winner
• Daily Derby®............. Grand Prize winner
As an example, if you sell a $12 Million
SuperLotto Plus® jackpot winning ticket,
you will earn a selling bonus of $60,000!
If you sell a $40 Million Powerball® jackpot
winning ticket, you will earn a selling
bonus of $200,000.
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As an example, cash a $500 winning
ticket for Daily 3 and earn a cashing
bonus of $15! Cashing draw games can
be profitable and allows for multiple-line
prize payments of more than $599. For
example, cash a Fantasy 5 ticket where
two lines win a prize. Line A wins $200
and Line B wins $500. This adds up to
$700 in “payable at retail” prizes because
it is two separate prizes. The terminal will
display the total prize amount and ask
if you can pay. To cash the ticket, press
“SEND” and pay the player $700. You’ll
earn a bonus of $21.
NOTE: If one of the winning combinations on
a multiple-line winning ticket exceeds
$599, the terminal will display “Exceeds
Cash Limit, File Claim Form” and a claim
receipt will automatically be printed out.
Scratchers® Cashing Bonus:
$1-$599 Winners ................................ 1.0%
Cash any winning Scratchers® ticket
from $1 to $599 and you earn one
percent of the prize value!
As an example, cash a $500 winner and
earn a cashing bonus of $5!
LUCKY RETAILER PROGRAM
Retailers who meet one or more of the criteria
below at the end of each calendar year will be
determined to be a “Lucky Retailer” and will
be featured for the next calendar year on the
Lucky Retailers page on the Lottery’s website
at http://www.calottery.com/Lucky-Retailers. A retailer must qualify
on an annual basis to maintain their Lucky Retailer status.
LUCKY RETAILER QUALIFICATIONS
The Lottery’s qualifications in determining a “Lucky Retailer” will be one or
more of the following criteria:
•
•
•
Sold at least one winning ticket of $100,000 or more during the
previous calendar year
Paid out an average of 400 or more winning tickets per week during
the previous calendar year
Paid out an average of $4,000 or more in winning tickets per week
during the previous calendar year
All winning tickets over $599 MUST be paid by the Lottery and NOT a Lottery
retailer. Winning tickets that are processed or validated and paid by the
Lottery are attributed to the selling retailer. For the purposes of calculating
the number of “tickets paid out”, the Lottery uses the ticket claim data for all
Draw Games and Scratchers® winning tickets.
GREAT BENEFITS
Every player wants to buy tickets from a Lucky Retailer location for their
chance to win big!!
• As a Lucky Retailer, your
store name will be posted
on The Lucky Retailers page
on calottery.com which
generates more than 100,000
visits a month - potential
customers for you!!
• More traffic to your store generates more sales!!
• Prestigious Lucky Retailer
signage
• Yearly Lucky Retailer status
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WINNER AWARENESS
Visit the Lottery’s public website at
calottery.com/play/draw-games to
find out if you sold a winning draw
game ticket for POWERBALL®, Mega
Millions®, SuperLotto Plus® or Fantasy
5. Your store name will be displayed on
the public website until the next draw.
Then, sign up for an account at
calottery.biz to print a Winner
Awareness flyer to place in your
store window showing you sold a
winning ticket!
IT’S EASY!!
“
Our customers are aware that
we are a Lucky Retailer. It’s been
very busy. We have a winners’ wall
with many thousands of winners.
I think our biggest winner is over
$15,000. When people see a
winners’ wall, they immediately
want to buy tickets.
”
Ryan Woodall
Antelope Food & Gas
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HOW TO MAKE MORE MONEY FOR YOUR BUSINESS
Attract Players to Your Store
• Clearly display exterior* signs to remind
players that you are a Lottery retailer
• Post promotional signage on doors and
windows in view of players entering the store
• Keep all Point-of-Sale (POS) materials
clean and updated; replace any old signs
*Subject to local or county outdoor sign
ordinances
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HOW TO MAKE MORE MONEY FOR YOUR BUSINESS
Prominently Display Your Scratchers® Tickets
• Immediately Activate,
Display and Sell NEW
games the same day you
receive them.
During the first week
news games are launched,
twenty-five percent of
total Scratchers® sales
are due to the sale of
those new games
• Increase your
Scratchers® sales by
moving your tickets
above the counter for
maximum visibility
• Number your
Scratchers® ticket
bins to make it easy
for customers to
choose and purchase
their games
Correct placement of on-counter displays can
add hundreds of dollars a week in sales
Display games in an area free of
clutter and visible at each register.
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HOW TO MAKE MORE MONEY FOR YOUR BUSINESS
Co-Locate your Lottery Equipment
•
•
•
•
20
Place your Lottery terminal and
electronic Point of Sale (ePOS)
screen in a high traffic flow
area, so it's clearly visible to
players when they walk through
the door
Prominently display your
Check-A-Ticket machine at a
designated Lottery play area
Co-locate the Self Service
Terminal (draw games), Instant
Ticket Vending Machine
(Scratchers®) and Playcenter
at the front of the store near
the entrance/exit, so it's clearly
visible to players and provides
easy access
Ensure that all Lottery
equipment is accessible to all
players
HOW TO MAKE MORE MONEY FOR YOUR BUSINESS
Designate a Lottery Playing Area
• Make your Lottery players feel
welcome - make playing easy
and convenient
• Dedicate an accessible place in
your store where players can
fill out their playslips, play their
Scratchers® tickets, and check
the winning numbers
• If space allows, add a Hot
Spot® monitor and create a
seating area to encourage your
customers to stay and play
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HOW TO MAKE MORE MONEY FOR YOUR BUSINESS
Promote, Promote, Promote!
“
Having the jackpot
sign displayed on the
counter, right next to
your register, let's people
know the jackpot amount.
Some people don't notice
it on the window, so it's
good to have it next to
your register. On draw
days, we'll point out the
jackpot sign, especially
if it's over $100 million,
that's when you get
more people buying.
•
•
•
”
•
Ask for the Sale - ask every
customer who is 18 years or
older to play Lottery
Pay winners - it creates churn
and promotes customer loyalty
Inform customers your store is
a lucky store by talking about
recent winners
Post pictures of your customers
with winning tickets and
amount won
Did you know?
Harneet Pundhar
Antelope 76 Market
There are more than 5 million
CA Lottery winners and over
$60 million in prizes awarded to
players every week!
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HOW TO MAKE MORE MONEY FOR YOUR BUSINESS
Train Your Staff
•
•
•
•
•
•
•
•
•
•
Educate staff about
Lottery games. Things
to know: odds, prize
values, top prizes,
draw days, how to play,
cancellation policies,
current winning
numbers and jackpot
amounts
Keep important
information (i.e. Retail
Product Plan) accessible
to all staff
Use a clerk incentive
plan for increasing sales.
For example, give a
gift certificate or store
merchandise to clerks
with the highest net
sales increase
Encourage clerks to promote Lottery by: asking for the sale,
drawing attention to new Scratchers® tickets, up selling to
higher price points, encouraging the use of change to buy
Lottery products, and informing customers about jackpots,
promotional games and events
Remind your players that public schools benefit from every
Lottery ticket sold
As a Lottery retailer, exclusive training on Lottery products and
equipment is available to your state year-round at no cost
Video help is now available for the 24 bin Scratchers® Vending
Machines (ITVM) and Gemini self-service terminals. Use a QR
Code Scanner app on your smartphone or tablet to watch video
tutorials for more information
Remember to give your customers their validation receipt
Return all non-winning Scratchers® and draw game tickets to
your customers so they can enter for a 2nd Chance (see page 32)
Remind your staff tickets can only be sold and redeemed to
individuals who are 18 years of age and older
23
DRAW GAMES SELLING TIPS
Make Playing Easy and
Convenient by Placing
Playslips near the
Point of Purchase
• Display draw times and draw
days for every draw game near
the register and designated
Lottery play area
• Let your customers know the
current jackpot amounts and
recent winners in your store
• Preprint winning number
results, not tickets, for your
customers
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DRAW GAMES KEY FEATURES
Daily Games
Fantasy 5: The Better Odds Lotto Game! Your fantasy could come true
with the better odds lotto game. Plus, if you play $5 or more on a single
Fantasy 5 ticket, you will receive a Fantasy 5 2nd Chance code on your
ticket for an additional chance to win.
Daily 3: Thrills twice a day! With Daily 3, you get two chances daily to win.
Play your birth date twice or mix it up midday with a Quick Pick selection.
It’s your choice. You just need three lucky numbers.
Daily 4: You can win your way! Your birthday, anniversary or any
four digit number could be the key to cool cash. So, pick ‘em then play ‘em.
You could be today’s winner.
Daily Derby®: Back the right horse to win big. Top prize starts at $50,000!
Daily Derby® gives you at least two chances to win on every ticket.
The race for the Grand Prize is on every day and starts at $2 per play.
Hot Spot® Bulls-eye: Draws every 4 minutes! With Hot Spot®/Bulls-eye,
you could win big payouts every time you play.
Jackpot Games
SuperLotto Plus®: California’s dream game. Jackpot starts at $7 million!
Go for a classic win with the original millionaire-maker, SuperLotto Plus®,
which starts at $1 per play. Draw days are on Wednesdays and Saturdays.
SuperLotto Plus® features a 2nd chance to win when entered into the
SuperLotto Plus® 2nd Chance program. California’s dream game just
got dreamier!
Powerball®: Believe in Something Bigger! Draw days are on Wednesdays
and Saturdays. For only $2 per play, players have a chance to win jackpots
starting at $40 million.
Mega Millions®: Imagine what a buck could do™! Play one of North
America’s largest lottery draw games. Jackpots start at $15 million! Draw
days are on Tuesdays and Fridays.
25
SCRATCHERS® SELLING TIPS
Scratchers Selling Tips
• Follow placement
guidelines in the Retail
Product Plan (RPP) for
ideal Scratchers® ticket
displays
• Ask your Lottery Sales
Representative about
your sales trends
• Double face your store’s
bestselling games
• Work with your Sales
Representative to create
an on-counter feature
game display to highlight
your best-selling and
new games
• Ask for the Sale with
every customer
A Retailer Product
Plan (RPP) is included
in the shipment of
all new games.
Be sure to match your display to the placement guides found in the RPP
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SCRATCHERS® SELLING TIPS
Prominently Display your Scratchers®
for Maximum Visibility
Keys to Scratchers® Success
• Immediately Activate,
Display and Sell new games
the same day they're
received
• Double-face top-selling $5,
$10, $20 and $30 games
• Your DSR can advise you on
how to make room for new
games and top sellers
• Increase the number of
Scratchers® games on
display - the more you show,
the more you'll sell!
• Share new game information
with your sales staff
• Keep your Scratchers® ticket
bins full!
Identify New Game Shipments
Your new game shipments will
arrive in an ORANGE ENVELOPE or
in a BROWN BOX with an ORANGE
LABEL and a GREEN STRIPED
INVOICE. (see page 38)
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HOW WE HELP RETAILERS GROW SALES
We Provide One-On-One Support
Role of your Lottery Sales Support Team
District Sales Representative (DSR)
• Your primary contact for Marketing and Sales
information
• Provides best-selling tips and consultation, and
helps you merchandise and maximize your sales
• Reviews how new games and promotions will help
you increase sales
• Delivers and places Point of Sale Signage (POS)
• Reviews Retail Product Plan (RPP) with you
Lottery Ticket Sales Specialists (LTSS)
• Your primary contact for Scratchers® inventory
• Replenishes your existing Scratchers® inventory
• If you run out of Scratchers®, call the
CA Lottery Hotline: 1-855-EZ LOTTO (395-6886)
If your call is received by 3 p.m. your tickets will be delivered the next business day
California Lottery® LiveWe Bring the Play to the People!
CA Lottery® Live
Nothing drives sales like a little fun, so
check our website for current promotions
and events throughout the year!
www.calottery.com/happenings/events
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HOW WE HELP RETAILERS GROW SALES
We Provide FREE
Point of Sale Materials
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The Lottery provides
retailers with a robust set of
marketing tools including:
product artwork, store
displays and posters, retail
product plans and more.
These materials are only
available to Lottery retailers.
HOW WE HELP RETAILERS GROW SALES
We Advertise our Products
to Drive Traffic to YOU!
Including TV, Radio, Outdoor Billboards and Print
We Invest in Multilingual Product Advertising
Such as Spanish, Chinese, Vietnamese and Korean
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HOW WE HELP RETAILERS GROW SALES
We Engage YOU and YOUR Customers through Social Media
Twitter & Facebook
You Tube
Instagram
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HOW WE HELP RETAILERS GROW SALES
The California Lottery®
App for iPhone and
Android is Here!
Players can see jackpot amounts, check winning numbers, scan nonwinning ticket codes into 2nd Chance. Find information about the latest
Lottery promotions and contest and locate the closest Lottery retailer,
even Lucky Retailers...anywhere in California!
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HOW WE HELP RETAILERS GROW SALES
Take a Tour!
Go to calottery.com/retailer and sign up for a retailer account to get the
latest new game information and access current and past Retail Product
Plans (RPPs), to find Scratchers® ticket placement guidelines. Your ebiz
account will also allow you to track yearly sales and commissions for your
retail location and print detailed reports to also help you track Scratchers®
ticket inventory, Lottery sales and much more!
Annual Retailer Conferences
The California Lottery®
hosts several annual Retailer
Conferences across the state
to thank retailers for their
support and to provide an
opportunity to learn more
about the Lottery. Retailers
learn about upcoming new
games and products and
learn selling techniques to
increase their profits. Lottery
staff are available to talk
with retailers about sales,
accounting, Scratchers®
inventory and more. Look
for an upcoming conference
event in your area.
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