More Play, More Value: how global lotteries are elevating the instant game experience

With shrinkflation on the rise and everyday consumer goods seemingly offering less for more, consumers seeking increased value is at an all-time high. In this environment, delivering standout value has never been more important, and the lottery industry is uniquely positioned to deliver exactly that by offering players more value, more gameplay, and more excitement without increasing the retail footprint, all while extending the life of the game.

Innovative instant ticket formats like EasyPack™, Flip Side™, and PlayBook® are redefining what players can expect from an instant ticket. These formats flip the script by giving players more game play, more discovery, and more reasons to stay engaged, all within the same physical footprint. Around the world, player experience and perceived value are driving success, winning players over by giving them more than they expect.

The Global Shift toward Value-Rich Instant Games

Value matters more than ever. Today’s players are looking for more perceived value in every purchase, whether that means increased play time, more excitement, or more chances to win. Globally, lotteries are responding by embracing innovation and introducing formats and features that deliver richer experiences without adding complexity. This shift is reshaping the instant ticket landscape and setting a new standard for what players expect from a game.

EasyPack™ in Virginia: a New Way to Deliver More

EasyPack™ is a standout example of how innovation can elevate both player experience and perceived value. Designed to offer all the fun of a pouched game in a fully vendible format, each EasyPack™ opens like a greeting card and lays flat for effortless play. Delivered in fan-folded books, the product is fully compatible with standard dispensers and ITVMs, making it simple for retailers to stock and sell. For players, the appeal is immediate: the ticket opens to reveal double the game space delivering double the excitement.

Players have responded favorably to EasyPack™ because it feels fresh and interactive. The opening experience is novel, the expanded play area enhances entertainment value, and the format lends itself naturally to gifting, year round and especially during the holidays.

Virginia Lottery’s results underscore the power of this approach. Launched on November 4, 2025, the holiday EasyPack™ has already reached 53% sell through, with $22 million activated as of March 21, 2026. It became the Lottery’s #1 $20 game during the holiday campaign and is available in 71.68% of retailers as of March 21, 2026. A second, non-holiday pulse hit the market just before Christmas, helping the Lottery avoid holiday-themed overhang and maintain momentum into January. With new advertising also supporting this second pulse, Virginia Lottery’s performance offers a strong early signal of EasyPack™’s long term potential heading into the 2026 holiday season.

The takeaway: EasyPack™ demonstrates how thoughtful format innovation can deliver meaningful value to players while keeping retail execution simple and efficient.

Swisslos GOLD: adding Depth, Discovery, and Premium Value

While EasyPack™ illustrates how format can deliver more play without the need for more space, Swisslos’ GOLD demonstrates how layered innovations can elevate a premium price point and deliver a richer experience for players. The game combines two Pollard innovations, Flip Side™ and Spectrum Scratch FX™, to create a ticket that feels premium the moment players pick it up.

Flip Side™ introduces a full second play area on the back of the ticket, adding more gameplay without increasing footprint. This added depth aligns perfectly with Swisslos players, who tend to prefer extended play experiences with strong perceived value. The front features a simple key‑number‑match mechanic with a multiplier, while the back provides the additional discovery players enjoy. A clear callout on the front ensures players know there is more to explore.

Spectrum Scratch FX™ enhances the visual appeal of the ticket, supporting the expectations associated with a 20 CHF price point. Swisslos has long prioritized innovation at this level, ensuring players can see and feel the value of a higher‑tier game.

The response was immediate. Within just a few weeks of launch, demand exceeded expectations, and Swisslos placed a second order much earlier than planned. GOLD’s early performance reinforces the lottery’s strategy of consistently offering fresh, innovative experiences at the premium tier and demonstrates how combining print enhancements with expanded gameplay can drive strong results.

The takeaway: Swisslos GOLD proves that thoughtful, layered innovation can deliver a premium, value‑rich experience that resonates with players and performs at retail.

Norsk Tipping PåskeFlax Hefte: Seasonal Value that Players Return to Year After Year

Another example of value‑rich extended play comes from Norway, where Norsk Tipping has built a strong seasonal tradition with its PåskeFlax Hefte PlayBook®. Tied to Easter and the broader spring season, this game has become a consistent performer annually, delivering both novelty and familiarity at a time of year when players look for something festive and engaging.

The PlayBook® format combines multiple laminated pages into a themed booklet of games, giving players a variety‑rich, page‑turning experience that delivers strong gameplay value at higher price points.

Norsk Tipping’s 2025 PlayBook®, launched at the 200 kr price point, delivered steady momentum with a five‑week index of 118, reinforcing its position as a core seasonal product that is also well suited for gift giving during the Easter season. The extended play structure of the PlayBook® offering gives players a substantial experience, which is a key part of its appeal and a strong driver of perceived value.

The recently launched 2026 edition is already following the same trajectory, demonstrating how effectively the PlayBook® format can lock in seasonal value and build on the excitement that comes with annual traditions. Players know what to expect from PåskeFlax Hefte, and they look forward to its return each spring.

The takeaway: PåskeFlax Hefte shows how lotteries can use seasonal moments to amplify perceived value and create recurring demand. By pairing extended play with a timely theme, Norsk Tipping has created a product that reliably resonates with players and strengthens its portfolio year after year.

Looking Ahead: the Next Wave of Value‑Driven Innovation

The momentum seen in Virginia, Switzerland, and Norway points to a clear truth: players respond when innovative offerings give them more to explore, more to uncover, and more to enjoy. As expectations for richer instant game experiences continue to rise, the next wave of value driven innovation is centered squarely on enhancing the player experience through deeper, more engaging gameplay.

Scratch FXtra™ IMPACT

Scratch FXtra™ IMPACT is designed to elevate the player experience even further by delivering over 50% more play area than the industry average for higher price point tickets, offering more reveal actions and extended entertainment in every game. This expanded play creates a premium, value‑rich experience that stands out at retail and gives players an immediate sense of “more” from the moment they begin to scratch. With a major North American launch coming this fall, Scratch FXtra™ IMPACT reinforces the central theme running through today’s most successful innovations: when players get more play, they feel more value and that drives engagement, satisfaction, and long‑term loyalty.

Conclusion: Delivering More when it Matters Most

What these case studies collectively showcase is that players respond when a ticket gives them something extra: something more to uncover, more to enjoy, more to come back for. In a consumer marketplace defined by rising expectations yet marked by disappointment across so many other categories, lotteries possess the unique ability to counter that trend and deliver meaningful value right where players feel it most, in the experience itself.

Innovations like EasyPack™, Flip Side™, PlayBook®, and the next generation of extended play formats like Scratch FXtra™ IMPACT make that value unmistakable. They elevate the moment of play, deepen engagement, and set a new benchmark for what an instant ticket can offer. Value and experience are no longer optional add-ons; they’re the differentiators shaping the future of the category.

Looking ahead, the opportunity is clear. The lotteries that will lead the next chapter are the ones willing to surprise, delight, and consistently give players more than they expect. In a landscape defined by rising expectations, delivering “more” isn’t just good strategy, it’s what will drive the next era of instant games.

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