The New Jersey State Lottery Commission had a lot of news from its monthly meeting on Thursday.
It reported that the state did $3.6 billion in total sales for fiscal year 2024, which was the fourth-highest year of sales in its history.
Despite that, the commission is seeking new ways to ensure FY25 will be its best year yet.
That includes changes to some of its lottery draw games, expanding its presence in one of the largest retail chains, and partnering with Shaquille O’Neal for a new scratch ticket.
‘Jersey Giant Winnings’ lottery game to feature Shaquille O’Neal
During Thursday’s meeting, it was reported that scratch ticket sales in FY24 were down 6% compared to FY23. That was a difference of $121 million.
While concerning for the commission, an upcoming game could help bolster sales once again.
Four different scratch-off tickets were approved in the meeting. Among them was “Jersey Giant Winnings,” a $5 ticket.
What makes this game special is the New Jersey Lottery has struck a partnership with NBA legend Shaquille O’Neal to promote it.
It’s a big get for the state, as noted NJ Lottery Executive Director James Carey Jr.:
“This is a really exciting ticket for us. We’re always trying to attract new players. We’re getting the spin from existing players and they’re moving dollars between games. So, we always want to expand our player base and we have an exciting partnership coming up with Shaquille O’Neal.”
Shaq will be featured on the game tickets, and he will appear in television and radio advertisements, as well as web videos, to promote the game.
O’Neal’s face will also be highlighted on touch vending machines throughout the state at local retailers.
The name of the game is subject to change, but it is being targeted for a January sale date. A total of 4.2 million tickets will be made, and the game will offer a $200,000 top prize.
Walmart expanding lottery vending machines in NJ
Large retail chains are looking to get more involved in lottery sales. Among them is Walmart.
The New Jersey Lottery started deploying machines into Walmart locations a few years ago.
Recently, the state has been given a green light by the chain to add a third vending machine into its New Jersey locations.
Most Walmarts in NJ feature Game Touch machines created by IGT. The third machine will be the Game Touch 28, which includes a larger touchscreen. These machines have been specially crafted for Walmart, according to Carey:
“The whole lottery industry, nationally, made a very significant effort to create self-service terminals that met Walmart standards. If you see those self-service terminals in Walmart, they’re about waist high. That was what Walmart was asking for, 54 inches. About waist high. That was done at Walmart’s request. Walmart has been so pleased with the results that they came to New Jersey and other states to say, ‘just give us more self-service machines.’ So, that has been a real success story. In New Jersey and in the industry as a whole.”
The additional machines have already been deployed into about a third of Walmart locations in the state. Full deployment is expected by the end of the summer.
Thus far, the commission is reporting that it is seeing a 30% increase in same-store sales for the locations that have added a third machine.
These terminals not only sell scratch tickets, but also draw games and any option in the NJ Lottery portfolio.
Pick-6 changes pay off, $20 price coming to Cash Pop
Thursday’s meeting saw Carey also tout the success of a pair of the state’s draw games.
In 2022, Pick-6 underwent changes, with the tick prices increasing by $2 and the prize matrix shifting to create bigger jackpots.
Those adjustments paid off in FY24.
Pick-6 generated $80 million in sales for the year, up 23% from FY23. That was a total of $14.9 million in increased sales.
“We changed the matrix a little bit, we doubled the price, and we threw in some extras. By increasing the price, what we saw was bigger jackpots. The result here is that sales were up nearly $15 million for the year. So, Pick-6 was a big success story.”
Cash Pop is a game that’s been gaining traction across the country. While many states have it, each state’s version differs from others.
In New Jersey, drawings are held every four minutes. The game currently features price points of $1, $2, $5, and $10.
For FY24, Cash Pop drew $61 million in sales. That was up 4.6% year over year.
New Jersey hopes to build on that by adding a $20 price point for the game, which was approved on Thursday.
Carey noted that supplying a higher price point won’t impact the players who have enjoyed the game at a lower amount:
“We’re not eliminating the $1 price point, so players that don’t want to play at the super levels don’t have to. But, we have seen a taste and an interest in our players for higher-tier price points. It looks good to add this to the Cash Pop game.”
Photo by Andy Kropa / AP
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