Executive Director of the Massachusetts Lottery

How do you increase sales when your market penetration is highest in the country (as measured in per cap' sales), you already have a retailer per cap' ratio of better than 1/1000, and your ad' budget gets cut to practically nothing?  The MASS Lottery experience.

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This video presentation is brought to you by Public Gaming Research Institute and was recorded at SMART-TECH 2012  in New York City, March 2012.