While they are typically positioned as niche games with discrete consumer segment appeal, the added excitement and bonus entertainment value built into the MDI licensed games often makes them among the most successful sellers in a lottery's line-up, when compared to comparably priced generic games. Post-promotion consumer research conducted by MDI, Scientific Games and customer lotteries has confi
rmed repeatedly that the use of merchandise in lottery games contributes significantly to the entertainment value that lottery consumers expect from their lottery play experiences. Findings from consumer research include measurable improvements in play behavior among consumers (creating new players, bringing lapsed players back into the market, creating or strengthening player loyalty and satisfaction), as well as attitudinal improvements, i.e. making the lottery more entertaining and fun to play. Increasingly, lotteries are also finding that the special qualities of licensed games make them excellent candidates for special promotional activity that generates added enthusiasm among players, retailers and the media on a par with the excitement and attention typically reserved in the past for huge lotto jackpots. To date, every lottery in North America and lotteries on five other continents have been customers of MDI, many of them having made licensed games a strategic part of their overall marketing program each year.
