At Christmas we do Holiday Cash. With Lucky Stars we play on people's astrological signs. We find that if you run two or three, four or five games at the same time, you'll sell more tickets. The Director of Kentucky's lottery said his tickets needed to be aggressively marketed just like other consumer products. We've got to change the product.
People get sick of anything.
In 1994, he predicted that if his agency was forced to eliminate its advertising budget, revenues could go down as much as 20 percent. For most people gambling at unskilled games like lotteries is not inherently interesting. What does make this kind of gambling attractive is the possibility of winning money. High levels of play could only be maintained by state lotteries through aggressive advertising, and the continued infusion of higher jackpots, more frequent drawings, and new games. These enterprises have also come to depend on a small group of people spending larger amounts of money on the games.