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程阳：NCEL Launches New Game Super Monopoly

Not long after the LGR annual conference in Atlantic City concludes on October 3, more than 20 American lotteries will take an exciting new step with the launch of MONOPOLY MILLONAIRES’ CLUB (MMC) on October 19. The new $5 multi-jurisdiction game, developed by Scientific Games, is the end result of years of research and planning, and lotteries hope it will be the perfect addition to their lineup.

“Many people have been working for several years to develop the right game to complement Powerball and Mega Millions,” said Paula Otto, Executive Director of the Virginia Lottery and co-chair (along with Florida Lottery Secretary Cynthia O’Connell) of MMC’s web component committee. “It’s been nearly 20 years since the industry has launched a new national game. I believe MMC is going to be a great addition to the national portfolio, and, most significantly, generate new revenue for all of the important causes lotteries across the country support.”

The advertising agency David & Goliath was hired to develop the advertising campaign for the new game. It features the iconic MONOPOLY top hat as its signature symbol, with the slogan Making More & More Millionaires. At press time, plans were being finalized for a Times Square launch event with live national feeds and celebrities.

By early November, it is expected that the game will reach a population of 175 million, which should grow to 245 million by February. Some lotteries are still working through the necessary approvals, and others simply have timing or resource issues with other projects and will join the game next year.

MONOPOLY MILLIONAIRES’ CLUB is expected to generate more simultaneous millionaires than any other game in lottery history. With three different ways to win, it is the first game to combine the high-stakes and rich rewards of multi-state lottery gaming with the fun and entertainment of a national television game show featuring players selected from among the ticket holders who have registered their tickets online or via a smartphone app.

The game will be drawn weekly on Friday nights at 11:15 p.m. Eastern time. Players will either choose five numbers from a pool of 52 or use an easy pick option. A sixth number, from 1 to 28, is automatically assigned by the lottery terminal (this number is not user-selectable). Each of these 28 numbers corresponds to a property on the MONOPOLY game board.

There are 10 prize levels for each drawing, from a $5 prize all the way up to the Top Prize of $15 to $25 million. The Top Prize starts out at $15 million, and if no tickets match all six numbers, it will roll until it hits $25 million. Once it is capped at $25 million, additional prize money will go into the MILLION AIRES’ CLUB pool. It is from that pool that “more & more millionaires” will be created whenever the Top Prize is awarded. If the Top Prize is won at its initial level of $15 million, there will be a guaranteed 10 $1 million Club prizes; additional $1 million prizes are added as the game rolls without a Top Prize winner.

Perhaps the most exciting aspect of the new game goes well beyond the weekly drawing, however. In February, a one-hour prime time television game show will make its debut. The show will be taped in Las Vegas and features well-known comedian and actor Billy Gardell (“Mike & Molly” and “You, Me and Dupree”) as its host.

Each MMC ticket will have a webcode that players can enter online for a chance to be in a drawing to be a contestant on the game show. Each episode will offer over $2.5 million in prizes. Contestants on the show will play a series of games with a MONOPOLY theme. Mini-games within each show offer up to $100,000 in prizing and a bonus round will offer a chance at $1 million; an additional $1 million could be shared by the studio audience section from with the bonus round contestant was chosen. There also will be an interactive play-at-home component available on desktop, tablet and mobile devices.

Comedian and actor Billy Gardell will host the MONOPOLY MILLIONAIRES’ CLUB television game show.

The link between the game’s two major components – draw game and TV show – is a nod to the digital world in which most consumers live today. “Unlike the other two national games, MMC will launch with exciting and engaging digital assets,” said Otto. Scientific Games is building a microsite for each individual lottery, which will connect with that lottery’s existing player or loyalty clubs to simplify player participation. There will be heavy use of animation to make “collecting” the MONOPOLY properties more fun and interactive.

“The goal of the national and state websites, as well as the mobile app, is to showcase the strong MONOPOLY brand and to provide a fun user experience,” said Otto. “Players will be able to check winning numbers, gather their properties on a digital MONOPOLY board and enter for a chance to be on the national game show.”

It is unprecedented the way the industry has come together to make MMC a reality in just a few short months. “It’s an amazing process,” said Terry Rich, Chief Executive Officer of the Iowa Lottery Authority and co-chair (along with GTECH’s Connie Laverty O’Connor) of MMC’s public relations and marketing committee. “Vendors are working together to pull off the programming, training and marketing. Mega Millions and Powerball jurisdictions are working together to lead a new national game experience with very different individual goals and needs. Lotteries that aren’t launching immediately are working with the national groups to keep the traditional lottery products going. Regional combinations of states are creating new ideas for the future. All of this is happening in a hectic political year. It’s a very exciting and busy time for lotteries in America.”