Ohio Lottery players will be rewarded with points and prizes when loyalty program launches in August
Game would pay out $1,000 a day for life
Non-winning lottery tickets could be worth points and prizes in a new player loyalty program that will be introduced in August by the Ohio Lottery.
(Lynn Ischay, The Plain Dealer)
CLEVELAND, Ohio – The Ohio Lottery, taking a page from casinos, coffee shops and grocery stores, plans to introduce a loyalty program.
My Lotto Rewards, expected to begin August 27, will award points to lottery players based on criteria including purchases of online and instant tickets. Customers, who register online, can redeem points for prizes, sweepstakes entries, instant win games and other rewards, according to the lottery’s request for proposals for a contractor to run the program.
The lottery’s goal, according to the proposal filed last fall, is to offer an easy, secure web site and mobile app “that will enhance the Ohio Lottery’s digital capacity, reward its current customers and build player value by providing them with an incentive to continue playing and attract the next generation of players.”
The lottery has set aside $3 million for prizes in its first year and will spend about $700,000 to build and launch the program, according to the proposal.
Marcus Thomas LLC in Cleveland was awarded the contract, which runs through June 30, 2015 with an option to renew for an additional eight years. It is working with the lottery to get the program underway.
The lottery already has a large online database of potential loyalty customers.
It said it had 135,000 customers in August, 2013 who had signed up to participate in Cash Explosion contests and other events. It said it adds about 3,000 new users a month.
It also has about 30,000 people who registered for e-mail messages and 4.3 million who receive text messages, it said in the proposal.
According to its plans points can be used for free play of lottery games and merchandise ranging from items with the lottery logo to electronics.
The lottery also hopes to offer gift cards and partner with local sports teams.
The lottery said current promotions, including second chance drawings, Hall of Fame, and weekly Cash Explosion contestant drawings may also be configured in the future to accumulate points.
Points may also be accumulated by registering for the program and on birthdays, the document said.
Many states have lottery loyalty programs.
The Michigan Lottery has a Player’s Club in which players establish an account and enter non-winning lottery tickets. They can win gift cards, tickets for sporting events or other prizes.
Lotteries in Maryland, Arkansas, Missouri, North Carolina, Kentucky and Tennessee offer a Points for Prizes reward program system.
In Maryland’s program, which began a year ago, players register non-winning scratch-off tickets and accumulate points that can be used for prizes.
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Ohio Lottery players will be rewarded with points and prizes when loyalty program launches in August Game would pay out $1,000 a day for life Non-winning lottery tickets could be worth points