We re Game with extra

A Sales Guide for Virginia Lottery Retailers JUNE 2014 We re Game with extra A new way to get more play we re game valottery.com

WE RE GAME FOR A COLOSSAL CELEBRATION OF PLAY Our all-star summer has begun. We ve successfully launched the We re Game Scratcher and the new extra feature too. Now, we turn our efforts to uniting Virginia in a colossal celebration of play. We re on a mission at events across the state to show Virginians our vein of playfulness. We want to be more than a brand. We strive to be champions of play. Now is our time to prove this. There s not a minute of summer to waste. We re game! We re Game Scratcher PRICE: $5 TOP PRIZE: $250,000 OVERALL ODDS: 1 in 3.84 TOP PRIZE ODDS: 1 in 1,468,800 PAYOUT: 69.45% ON SALE: June 3, 2014

We re Game Promotion ENTRY PERIOD: June 3 October 31, 2014 The We re Game Promotion rewards your customers with more chances to win if they enter non-winning We re Game Scratchers online using the new extra feature. During the We re Game Promotion, there will be weekly prize drawings of $500 Gift Cards and instant daily prizes awarded too. The grand prize is $250,000 cash! To enter for instant prizes and weekly drawings, remind your customers to submit their codes from non-winning We re Game Scratchers online. They simply enter the extra code from the front along with the promotion entry # from the back of the ticket. Customers need both to enter and will automatically be eligible for the final drawing for the grand prize on November 5, 2014. INSTANT WINS DRAWING ENTRY PERIOD* PRIZE ENTRY METHOD ENTRY PERIOD: 6/03/14 5:30 am 8/31/14 11:59:59 pm 6/11/14 6/03/2014 5:30 am 6/10/2014 12 noon 6/18/14 6/10/2014 after 12 noon 6/17/2014 12 noon 6/25/14 6/17/2014 after 12 noon 6/24/2014 12 noon 7/02/14 6/24/2014 after 12 noon 7/01/2014 12 noon 7/09/14 7/01/2014 after 12 noon 7/08/2014 12 noon 7/16/14 7/08/2014 after 12 noon 7/15/2014 12 noon 7/23/14 7/15/2014 after 12 noon 7/22/2014 12 noon 7/30/14 7/22/2014 after 12 noon 7/29/2014 12 noon 8/06/14 7/29/2014 after 12 noon 8/05/2014 12 noon 8/13/14 8/05/2014 after 12 noon 8/12/2014 12 noon 8/20/14 8/12/2014 after 12 noon 8/19/2014 12 noon 8/27/14 8/19/2014 after 12 noon 8/26/2014 12 noon 11/05/14 6/03/2014 5:30 am 10/31/2014 12 noon (60) $500 Gift Cards (1)$250,000 CASH PRIZE Internet & Mail Players who submit the code found under the extra icon on the front, along with the promotion entry # from the back of a non-winning We re Game Scratcher online are eligible for a chance to win an instant win prize: A player may win only one instant prize per day. Winning players will be instantly notified. Instant winners also are eligible for weekly drawings and the grand prize drawing. All instant prizes must be claimed by 9/30/14. Entry via: valottery.com or valottery.com/mobile. WEEKLY DRAWINGS ENTRY PERIOD: 6/03/14 5:30 am 8/26/14 12 noon Players who submit the code found under the extra icon on the front along with the promotion entry # from the back of a non-winning We re Game Scratcher online are eligible for weekly drawings for the following prize (1 entry per Scratcher): A total of 540 Gift Cards ($500 value each) will be awarded. 45 Gift Cards per week (12 weeks). Drawings occur every week on Wednesday. Players may win only one prize per drawing. Weekly entries also are eligible for the grand prize drawing. Entry via: valottery.com or valottery.com/mobile. FINAL DRAWING ENTRY PERIOD: 6/03/14 5:30 am 10/31/14 12 noon. DRAWING OCCURS: 11/05/14 All entries (Internet and mail) are eligible for the $250,000 grand prize: 60 Second prizes - $500 Gift Cards. Players may win only one prize per drawing. Mailing address: The Virginia Lottery, PO Box 1815, Richmond, VA 23218 Mailed entries are eligible only for the grand prize drawing on 11/05/14. *All weekly & final drawing entries received after 12 noon for each entry period will be entered into the next drawing period. Entries received after 12 noon on 10/31/2014 will be disqualified from the last drawing. Remember to encourage your customers to visit valottery.com for additional details and full prize descriptions if they have questions. ADVERTISING SUPPORT: Support for the We re Game Promotion will appear in the form of in-store POS. EVENTS: The Virginia Lottery will be present at happening events throughout the summer across the state. Look for us at Harborfest in Norfolk, Redskins Training Camp, Galax Old Fiddlers Convention and many other great festivals and gatherings, including minor league baseball games and mega-concerts. As always, your customers can walk away with some great Virginia Lottery-branded items and prizes when they attend one of these events. Events subject to change. Please visit valottery.com or Virginia Lottery on Facebook for the most up to date information.

on valottery.com Introducing extra DEBUTS ON THE WE RE GAME SCRATCHER LAUNCHING JUNE 3 The 2nd Chance program has served the Virginia Lottery well. With extra, it s possible for a customer to enter a non-winning Yet, as technology and times change, so must we. That s why we re Scratcher online and win an instant prize, a weekly prize and a launching extra. final drawing grand prize. Now that would be a lot extra! extra delivers a new look and more features to the 2nd Chance program. extra is a new way to encourage your customers to enter non-winning Scratchers online. If your customers enter Lottery promotions online with extra, they ll have the chance to win even more: extra gives customers chances to win instant prizes. extra gives customers chances to win weekly prize drawings. extra gives customers express entry into any 2nd Chance prize drawings. extra gives customers automatic entry into any Final Drawing for the grand prize. Most importantly, your customers don t have to change anything they re doing now to enter a Lottery promotion online with extra. They simply enter the extra code and the promotion entry # from the back of the ticket. And with extra, Scratchers can be tossed once entered. This means fewer complaints from your customers who wouldn t enter a Lottery promotion because they had to hold on to their tickets. extra will debut on the We re Game Scratcher launching June 3. We firmly believe extra will be a bridge to greater customer loyalty and will result in increased Scratcher sales and commissions for you. on valottery.com RECAP Customers have chances at instant prizes, weekly drawings and 2nd Chance drawings, including the final Applies only to non-winning Scratchers. drawing for the grand prize. Customers enter the extra code from the front along with the promotion Debuts on the We re Game Scratcher entry # from the back of the ticket online. launching June 3. extra delivers a new look and more features to the 2nd Chance program.

September 13 is the Last Day to Purchase Win for Life This September, the Virginia Lottery has a new, fun game coming! It will replace Win for Life. As a result, starting after the draw on June 18, the availability to purchase future draws of Win for Life will decrease continually by one draw until the game s end on September 13. Please explain this to your customers when they ask why they can t purchase the usual number of future draws (26). You also can refer to the chart below about future draws remaining. Finally, please inform your avid Win for Life customers that the ending of this game will not impact any winnings. DRAW DATE Number of Future Draws Remaining for Purchase DRAW DATE Number of Future Draws Remaining for Purchase 6/14/14 26 draws 7/30/14 13 draws 6/18/14 25 draws 8/02/14 12 draws 6/21/14 24 draws 8/06/14 11 draws 6/25/14 23 draws 8/09/14 10 draws 6/28/14 22 draws 8/13/14 9 draws 7/02/14 21 draws 8/16/14 8 draws 7/05/14 20 draws 8/20/14 7 draws 7/09/14 19 draws 8/23/14 6 draws 7/12/14 18 draws 8/27/14 5 draws 7/16/14 17 draws 8/30/14 4 draws 7/19/14 16 draws 9/03/14 3 draws 7/23/14 15 draws 9/06/14 2 draws 7/26/14 14 draws 9/10/14 1 draw

games coming june 3 activate these games by june 5 $2 Game #1363 $20 GRAND $5 Game #1495 WE RE GAME $20 Game #1478 $5,000,000 CASH BLOWOUT

games coming june 24 activate these games by june 26 $1 Game #1486 FIND THE 9 S $2 Game #1482 5X THE MONEY $5 Game #1481 EXTREME 13 $10 Game #1497 ALL ABOUT THE BENJAMINS

CASHING = MORE PROFIT FOR YOU! SALES TIPS OF THE MONTH Lottery customers prefer to shop at retailers that cash prizes. At 95% of store visits, Lottery customers purchase at least one other item in addition to Lottery products. By putting cash in your Lottery customers hands, you are helping to ensure they will spend more money in your store. Work with your Virginia Lottery Sales Rep to generate maximum awareness and sales by placing game, promotion and winner awareness POS in hightraffic areas in your store. Making sure that your staff is always aware of what new games and promotions are available for your customers will help increase customer loyalty and increase your profits. Cross-promoting is an excellent way to get your customers to try different Lottery games and increase your sales. Odds of winning the We re Game Promotions with extra depend on the number of entries received. Odds of winning top prize for: $20 Grand 1 in 881,280, We re Game Scratcher 1 in 468,800, $5,000,000 Cash Blowout 1 in 836,000, Find the 9 s 1 in 795,000, 5X the Money 1 in 1,040,400, Extreme 13 1 in 1,028,160, All About The Benjamins 1 in 1,224,000. we re game valottery.com Playbook is published monthly for retailers and other partners of the Virginia Lottery. 2014 Virginia Lottery 900 East Main Street Richmond, VA 23219 Virginia Lottery Executive Director Paula I. Otto Playbook Editor John Miutz jmiutz@valottery.com 804-692-7502 Retailer Hotline 1-800-654-2500 Playbook Graphics Big River Advertising For additional information visit valottery.com/retailer