It's our local game to play. And win.

Tri-State Megabucks had been making millionaires for nearly four decades. But the time had come to breathe new life into the 37-year-old game, increase sales by more than 10% (and sustain them!) plus introduce a new third drawing. We were tasked to do all this and to remind players in Maine, Vermont and New Hampshire that this was their “local” game to win.

Research told us Lottery players in all three states liked knowing that someone local: either a neighbor, friend or colleague, might win a jackpot of at least $1 million. Unlike the giant jackpot games (i.e., Powerball), Tri-State Megabucks was smaller and seemed appealing. In addition, the odds of winning a prize (1:6) were pretty good and that made playing Megabucks fun and hopeful.

The Fuseideas team got to work creating a new Tri-State Megabucks logo, POS, digital content plus TV and radio commercials. Our film crew shot in ME, VT and NH and customized the messaging so each state Lottery would have ownership of the Megabucks brand relaunch. The idea was simple, show the locals playing, winning and sharing the fun with their friends, family and work buddies. Keeping it local was the key.

Weekly average sales increased 77.5% over 22 weeks following the game change and the 4-week Megabucks campaign. Sales continued to be strong after the 4-week multi-media campaign, ending FY24 at 64.5% higher than prior year.