we’re game - Virginia Lottery · Our “We’re Game” brand focuses on creating new experiences...

we’re gamevirginia lottery brand book

valottery.com

At the Virginia Lottery, we work

hard and play even harder.

Our job is to create excitement,

encourage friendly competition

and motivate Virginians to love

games. Not just our games, but

all games! We are game gurus

with a passion for playtime, and

we love inspiring everyone to join

in the fun. After all, we’re game.

virginia lottery brand book 01

I’m game.Get ready, gamer, because here’s your chance to personalize your Virginia Lottery Brand Book. Tell us your favorite hobbies, activities and, of course, games. Ready, set… Go!

Lottery team member since:

My lucky numbers are:

Favorite hobbies:

Favorite sports team:

Favorite Virginia festival or event:

Favorite board or card game:

Favorite Lottery game:

Favorite TV game show:

Favorite Internet or Mobile game:

Favorite video game:

This book belongs to

Virginians love games and will make a game out of anything.

we’re game valottery.com

we’re game for giant leaps GAME FACT: Leapfrog, the classic game in which players vault over each other’s stooped backs, has gone by this name since the late 16th century and was a popular pastime in Colonial America.


mission

contributing to virginia’sfutureone play at a time

We play an important role in supporting quality education for Virginia’s children.


Every game is a chance to brightenVirginia’sfuture.

for education


we’re game


GAME FACT: Hopscotch was invented by the Romans as a training exercise for soldiers. Children copied the exercises by marking out their own small courses and creating rules and a scoring system.

vision

to become an innovative leader in delivering gaming products to the broadest possible consumer base


We search for new ideas and aren’t afraid to be the first to do something.

for amazing feats GAME FACT: During the Apollo 14 lunar mission, astronaut Alan Shepard hit two golf balls on the moon’s surface, taking the innovative spirit of “We’re Game” to bold new frontiers.


we’re game


values

integrity

innovation

collaboration

empowerment

customer focus


for powering up

Virginia’s most trusted name in gaming, we’re honest and play fair. We always stand by our players and behindour people.


we’re game GAME FACT: Mario, Nintendo’s princess-saving plumber, company mascot and worldwide video game superstar, first appeared in the 1981 hit arcade game Donkey Kong.


strategy

We’re dedicated to connecting with and expanding the number of Virginians who play our games. About 29% of adult Virginians play

lottery games regularly. We’re working to improve upon this

by better defining both our current and potential players.

Actively gaining insight into consumer needs, behaviors,

habits and lifestyles, and continuously monitoring changes

in trends and technology, will allow us to better engage

with and attract potential players while retaining our

core audience.

Consumers drive our business. We will identify,

meet and anticipate consumer needs and expectations. This

will require all parts of our organization to evolve to become

operationally agile and responsive to

rapidly changing consumer needs.

For consumers to be game, we all have to be game.

It’s a whole new game.To grow the number of Virginians who play lottery games by 2015, we will transform the Virginia Lottery into a consumer-focused organization.

mobile

scan to access morefun game features

or online atvalottery.com/mobile


We weigh risks and rewardsto find the right balancebetween lessons learned and futures realized.

for taking risks GAME FACT: Whether in sports or in scholastics, trophies are often awarded to those individuals and teams who take the risks necessary to innovate, advance and achieve greater goals.


we’re game


brand


valottery.comwe’re game

for just about anything GAME FACT: Punkin’ Chunkin’ is the sport of hurling a pumpkin by mechanical means for distance. The current record for a “chunked” punkin’ is 5,545.43 feet, as recognized by Guinness World Records.


we’re game


Whether it’s a winner-take-all wastebasketball showdown or an impromptu office chair derby, we Virginians never tire of playing, watching or inventing games. We live in a state

of play. Literally. In fact, Virginians were playing games

at Jamestown long before there even was a Virginia —

or the Virginia Lottery! And while we are a state agency,

the Virginia Lottery is really a game company at heart.

Our brand celebrates Virginians’ love for games of every kind, not just lottery games. We’re always happy to help everyone scratch their gaming

itch and want to engage whole new audiences who have

not yet associated that passion for gaming with the Virginia

Lottery. That’s why “We’re Game.”

So how do we do this? It begins simply enough with

something we already were born to do — having fun!

Baby, we were born to play.Virginians love games, and at the Virginia Lottery we love making them. It’s not just what we do, it’s in our DNA.

Funovation. We are the spark in someone’s

day, creating moment-of-fun experiences and

imagination-inspiring escapes. Fun starts here.

Connected. We share a common purpose and

stand with each other as a team to reach our goals.

All for fun and fun for all. That’s us.

BFFs. We treat our players like we treat our best

friends. Every game is a connection, and we listen

carefully to create unique gaming experiences just

for our players. When people play our games it’s a

sign of trust, and we’ll never let our friends down.

Glimmer. We are positive and see challenges as

opportunities to create fun, new experiences for

our BFFs. That means making a game out of almost

anything. That’s how we roll.


We’re Game for retailers. Retailers are our foundation.

We must strive to make working with us easier and more

fun. We must identify and tear down barriers to working

with us, even if that means making big changes in how we

do business. We must engage retailers in making them avid

“We’re Game” ambassadors, for they are the front lines of

our bottom-line success.

We’re Game for education. Every day, we contribute

about $1.2 million to K-12 education. From Super Teacher

to the Literary Fund, our widely recognized contributions to

Virginia’s public schools showcase how “We’re Game” for

education in all sorts of amazing ways.

We’re Game when it comes to new and amazing games. Our “We’re Game” brand focuses

on creating new experiences that appeal to new consumer

segments like Alphas, Calgons and iDrenalinz. We’ll create

digital experiences that utilize smart technologies like mobile

devices and iPads to connect gamers to us and each other,

and encourage spontaneous play. We’re not just Scratchers

and draw games anymore. We’re all games.

Games fit anywhere and everywhere. “We’re Game” isn’t just a tag line, it’s the driving principle behind everything we do in fulfilling our commitment to brightening Virginia’s future.

We’re Game to “be” our brand instead of talking about it. The world is constantly changing and

advancing, and so will we. Our actions will be our words

as we focus on connecting with new consumer segments

when they are in a playful state of mind. The Virginia Lottery

will become an engaging, entertaining and amazing gaming

experience that people don’t just buy, they feel.

We’re Game for your department. No matter

what we say, all that really matters is what we do. Before

we can “Be Game” with our retailers, core players and new

consumers, we must “Be Game” inside. How will you bring

the “We’re Game” brand to life in your department?


GAME FACT: There are 108 double stitches on a regulation baseball and they are sewn by hand, using 88 inches of waxed red thread. The first and last stitches are completely hidden.for pitching in

Games aren’t just a partof our culture, games are our culture.


we’re game


A true “games guru for all,” Game Guy is Virginia’s ambassador of fun, friendly competition. Overflowing with a positive, playful attitude,

Game Guy is likable, real and always itching to play a game with

anyone — even if they need a friendly little nudge to do so.

He shares his charismatic personality and infectious energy

with everyone as he travels all over Virginia creating games,

playing games, watching games and talking about games.

There’s no telling where he’ll show up. From events to stores

to offices and factories, and anywhere in between, if there’s

potential for a game, there’s potential for Game Guy.

Game Guy’s no slouch when it comes to Facebook, Twitter or TV. He can make a game out of

anything and will challenge us to play, anytime and anywhere.

He’s always game.

Game Guy doesn’t replace Lady Luck. They have different roles. Game Guy is a real person and

“man of the people” who represents every Virginian who

wants to play every game out there. Lady Luck is a fictional

“luck expert.” Game Guy is a regular guy “games expert.”

Meet “Game Guy.”Sporting an infectious charm, humor and passion for games, Game Guy represents every Virginian’s love of playing games. All games. Any games.


we’re game

Think about a company or product you love — your favorite fast food place or car, or a store you really like. These things are brands,

and they have won a special place in the most valuable

piece of real estate on earth — the space between your ears.

Maybe it’s something they do or believe, or it’s the way

they make you feel. Whatever it is, those associations are

the basis for differentiation in the marketplace and drive

consumer behaviors. Both emotional and functional, it’s an

expectation or promise of what it’s like to be their customer.

That’s branding. And whether we’re aware of it or not, it’s

happening all the time.

Let’s try it. Look at the logos on the left. What are your associations with each of these brands? Chances are you share those same

associations with a lot of other people. That’s because

brands constantly work to connect with and develop

relationships across a broad range of audiences and

lifestyles. These bonds are the foundation of lasting

consumer brand loyalty.

Now, let’s try the same thing

with our logo.

What exactly is branding?Great brands think alike (which means really, really differently from everyone else).


valottery.com

Feeling lucky?It takes more than luck to build a successful brand. It takes connecting with people in new, unique and relevant ways. We may be the only lottery in Virginia, but that doesn’t mean we don’t have competition.

What immediately springs to mind when you see our Virginia Lottery logo? Write down the first five things you think of:

1.

2.

3.

4.

5.

If you’re like most of our core players, you probably said words like “tickets,” “money,” “luck,” “excitement,” “fun” or “wishes.”

Chances are, you’d probably say the same things about

the Maryland Lottery, the North Carolina Education Lottery,

bingo or even a casino in Las Vegas. That means we don’t

have a unique position in the marketplace.

One challenge is that we can’t count on our core players to

grow our brand. We need to attract new players in order

to achieve our vision. That means connecting with whole

new groups of people. Let’s face it, Virginians know about

the Virginia Lottery. So why aren’t more people playing?

We simply aren’t meaningful to them.

It’s time to change that.


New Age

“Relationship Era”build more

relationshipsinvite

and engage

Customers are in charge now. We are living in

the “Relationship Era.” Forget everything you knew about

marketing. It is getting turned upside down so it can land

right side up.

How do we get loyal customers to not just buy our games

but to write positive reviews, share links, retweet and post

photos on their Facebook pages that generate positive

“We’re Game” conversations?

To do that, we must change. We must embrace new ideas and fresh thinking. We must recognize changing consumer desires and lifestyles, and learn to connect with and engage people in unique, authentic and interesting ways.

Old School

“Sell Era”push moreproductsinterrupt

and persuade

WhatBrands Do

present the organization in a positive way

WhyBrands Exist

differentiate the organization in

an authentic way

That was then. This is now.The Virginia Lottery has gone through lots of changes over the past three decades. So have our players.


they’re game.

our customersfor Virginians GAME FACT: With more than 40 million people playing competitively worldwide, table tennis has

been recognized by the International Olympic Committee as the world’s largest participation sport.


we’re game


Virginians come in all shapes and sizes, and from all sorts of backgrounds. We want to connect with as many of them as we can. The most effective way to create games that appeal to

Virginians is to recognize their differences. Different games

appeal to different people. Our job is to understand and

embrace our consumers’ differences and offer games that

appeal to vastly different tastes.

“Being Game” is not all fun and games. It takes a little work. We are a customer-focused organization

that uses research-based insights to create the right kind of

games for Virginians. Virginians are grouped into different

segments with shared lifestyle behaviors, habits and

character traits. We are focusing on four key segments that

align with our growth goals.

Let’s meet them.

One game does not fit all.We’re the Virginia Lottery after all, not Spandex. When it comes to creating unique gaming experiences, we realize that not all gamers are alike.

Joe & Jane What-ifs

Alphas

Calgons

iDrenalinz


Joe & Jane What-ifs love to believe, “Today could be my lucky

day.” Although primarily influenced by friends and family, they

are surprisingly the group least likely to engage in social media.

They trust traditional media outlets like radio and TV, and use the

Internet mostly for checking email and news. Joes & Janes work

hard for their luxuries. They want the future to be better than the

past. They are willing to put in extra effort to achieve this desire.

Joe & Jane What-ifsFamily-valued hopefuls who liketo believe today could be their“lucky day.”

CalgonsFemale-dominated segment of socially active dreamers who like to feel in control.

Calgons are a predominantly female consumer segment that

likes feeling in control of their lives. They are wishful when

thinking about the future and have high hopes for their

families. Calgons are likely to join loyalty programs at local

stores and clip coupons, and use the Internet for more social

purposes, like browsing Facebook, connecting with friends

and family and playing Internet games.

Game preference: Social games like those on

Facebook that give them a little break in their day.

Game preference: High-stakes games full of thrills,

risk or fast action with a possibility of success.


This generally well-educated group of business-driven

professionals is highly influential, likes being challenged

and strives to reach the top of their respective careers.

As heavy mobile users, Alphas connect to the Internet to seek

information, check the news or network via sites like LinkedIn.

Competitive by nature, Alphas enjoy participating in raffles,

office pools and fantasy leagues. They love to gamble.

AlphasCareer-focused, challenge-loving achievers who believe money defines success.

iDrenalinz are adventurous, tech-savvy gamers who enjoy

team collaboration and heart-pounding excitement. They

aren’t afraid to take risks. Highly influential among their peers,

iDrenalinz are heavy Internet and mobile users. They actively

participate in social networking sites and Internet games.

iDrenalinzTech-savvy social networkers and team players who aren’t afraid to take risks.

Game preference: High-stakes, mental or casino

games with fast thrills and risk, spectacular victories

and failures, which require decision-making and skills.

Game preference: Physical and creative games

that make you sweat and your heart race, and are

exhausting and social at the same time.


our employeesOur games are our culture and our culture is our people. Every day you bring your best to make us our best. You power the Virginia Lottery to fulfull its commitment to brighten Virginia’s future one play at a time.for our people

we’re game.


we’re game

Everything we say or do can impart a lasting effect on our image. We are in the public eye

and represent our brand at all times. If you’re at a neighbor-

hood cookout and are asked about the Virginia Lottery,

your response directly reflects on our brand. Remember,

“You’re Game.” Always.

Like we said earlier, we are a state agency, but we’re

also a company that loves creating, playing and selling

games. We make the games that Virginians love to play. And when we come to work, we should feel and convey the same fun, energy and playfulness our customers do.

“We’re Game” for our employees.The Virginia Lottery employees live, breathe and embody our mission, vision and values. The most important tool for our success is YOU.

Getting our Game on. If we’re not living

the “We’re Game” experience, we can’t expect

others to, from our consumers to our retailers.

For them to “Be Game,” we have to “Be Game,” too.

We’re Game at Work. We collaborate and

encourage our people to work and play as a team.

When we look for ways to make work into play,

it translates to better customer experiences.

Our “Culture of Games.” To build a

great culture, we must own and nurture it. That

means expecting the best of each other, holding

each other responsible for greatness and giving

each other the tools to turn “We’re Game” into

something a lot more powerful than two simple

words. “Being Game” is hard work — and the

most fun you’ll ever have between paychecks.


Like people, every organization has a unique and distinctive personality. That

personality defines its culture. The Virginia Lottery’s culture

should reflect our brand, and our brand should reflect our

culture. It’s the story of where we’ve been, what we are and

who we want to be. It’s how we work together inside and

how people outside experience our brand. Our brand and

culture must mesh seamlessly, inside and out.

Everything we do is an opportunity to embrace, celebrate, reinforce and project our “We’re Game” brand.

What exactly is “culture?”It’s a word that gets thrown around a lot in business, yet everyone seems to have a different idea about what “culture” actually means. To work together toward our common goal, we must first share a common definition of “culture.”

Our culture doesn’t just happen by chance, it springs from our core values and how we transform those values into actions:

• Collaboration. We have a passion for working closely with

each other, our customers, partners and other shareholders

to achieve the Virginia Lottery’s goals and objectives.

This means listening to what others say with respect and

understanding; engaging in open, two-way communication;

providing support and encouragement to each other; and

freely sharing ideas, knowledge and resources.

• Customer Focus. We are dedicated to exceeding the

expectations and requirements of our people and our

customers. We gather firsthand customer information to

improve our games and services, and act with the customer

in mind to establish and maintain their respect and trust.

Even when we are not serving a customer directly, we are

serving someone who does serve our customers.


• Empowerment. We understand the strategy, goals and

objectives of the Virginia Lottery and are willing and able

to take appropriate action independently and proactively

when we see the need. Each of us has the power to make

decisions that will positively affect business results, and is

expected to do so. We actively participate by sharing critical

information, ideas and opinions to help fulfill our mission.

• Innovation. We combine our knowledge of customer

needs, marketplace trends, best practices and advances

in technology with our passion for creativity in the

development of new games, services and partnerships.

Our focus on innovation translates into opportunities

for personal growth for our people, increased customer

satisfaction and enhanced financial benefits for Virginia’s

public schools.

• Integrity. We always are open, honest and trustworthy

with our customers, partners, stakeholders and each other.

We walk our talk and do what we say we are going to do.

We all are accountable for our actions and inactions, and

understand that acting with integrity is critical to fostering

the trust and confidence required to ensure transparency

and security at the Virginia Lottery.

Being successful in our vision requires transforming from a product-focused strategy to a customer-focused strategy.

Customer-focused companies have several things in common:

Customer-centric Innovation. Our “bosses”

are our customers, and our innovation is based on

and inspired by their needs, wants and desires.

Courage. We challenge ourselves to embrace

bold ideas and try new things without a fear of

failure, and appreciate any failure as an opportunity

to learn and grow smarter and stronger.

Collaboration. We collaborate to create a

seamless flow of information throughout our

organization, producing a competitive advantage

by combining the collective ideas of us all.

Curiosity. We are curious to a fault, constantly

learning about our customers while seeking to

create new ideas and solutions for them.

Integrity. Our customers trust us because we

back our word with the truth of action — that

means honesty, quality and competence.

Inspiring Leadership. We lead one another

by encouraging creativity and collaboration, not

by enforcing command and control.

*Turknett Leadership Group

If it uniquely describes fun activities or competition, it has a place within the “We’re Game” brand vocabulary. This includes words like

“Games,” “Fun,” “Play,” “Spontaneous,” “Inclusive,” “Funny,”

“Anticipation,” “Real,” “Genuine,” “Authentic,” “Exciting,”

“Entertaining,” “Spirited,” “Competition,” “Energy” and

“Engaging.”

Even though this isn’t a sports campaign, the use of

sports-related catch phrases such as “Going all the way,”

“Out of the park,” “Unstoppable” and “Threading the needle”

can help deliver the action and excitement of our “We’re Game”

brand to new players.

“We’re Game” is an attitude. It’s an expression of “everybody get in the game” excitement. From words to images, it’s a whole new language.

The Virginia Lottery is about more than tickets – it’s about attitude and tone. We’re Game, and we’ve got personality to spare.

• Playful Competitiveness. We are driven, spunky and know

how to have a good time. We bring energy and edge to

everything we do. Win or lose, we always find fun in the

game. We embrace the rules, revel in the moment and

celebrate with everyone.

• Inclusive. We encourage diversity in every form. We help

people understand the game and invite them to join in the

fun and share their experience with others.

• Spontaneous. We are outgoing, playful and always ready to

jump right in without hesitation. It’s happening right here,

right now. It’s on!

tone


Our brand look and feel.Every touch point and every experience we create is an opportunity to convey our brand’s mission and expressive personality. It’s the core of who we are and what the Virginia Lottery is all about.

The original classic (left) becomes a modern classic (right).

look & feel

Our logo has been carefully refreshed and refined, infusing its classic look with a more modern personality and contemporary visual style. A key part of the Virginia Lottery’s visual

brand is our logo’s iconic shape and ”Lucky Fingers” motif.

While the freshened logo includes many subtle refinements

that bring it up to date, its instant recognizability and

character remain unchanged. Whether illuminated, animated

or printed, our logo remains a clear signal that We’re Game.

The look and feel of the Virginia Lottery is evolving, st rategical ly blending the sophistication of today’s consumers with our engaging “We’re Game” brand spirit. From our refreshed “Lucky Fingers” logo and expanded

color palette to updated game logos and a simpler, more

stylized approach to imagery, the Virginia Lottery is poised

to connect boldly with today’s next generation of gamers.

And from Abingdon to Danville to Norfolk to Richmond and

every point in between, when it comes to gaming across

the Commonwealth, nothing says the “Virginia Lottery”

like our “Lucky Fingers” logo.

Since its historic introduction in 1988, the Virginia Lottery

has grown to be one of the most celebrated brands

in the region. Our trademark logo, originally created by

advertising agency Lawler Ballard, remains among the

most iconic and memorable in the lottery industry.

Over the years our logo aged gracefully, but it did age, and

a slight facelift was required to bring our brand up to date.

Think green. Although our logo has appeared in many

colors over the years, it’s known best in classic green and

white. Our new logo continues this tradition, updated with

a brighter, friendlier and warmer tone. The full-color version

(shown here) adds depth and energy.

Name that brand. You may think we’ve accidentally

forgotten the “Virginia Lottery” name, but we haven’t.

It’s there. The presence and instant recognizability of

our logo is so strong that we don’t have to say, “We’re the

Virginia Lottery.” Our logo does that.

Tag, “We’re Game!” More than just a tag line, it’s

the essence of who we are and what we do. We’re the

Virginia Lottery — and We’re Game.

Getting our game face on takes teamwork. It takes more than a logo, color palette and typographic

style to build a brand. It takes all of these elements working

together like a pro team. From POS to posters to billboards

and banners, from our website to our mobile site, every place

we meet, connect and engage with people is an opportunity

to express and reinforce our brand’s visual appeal and

“We’re Game” spirit.

The Virginia Lottery’s new Visual Brand Standards will help

coach and guide all of us as we deliver winning play after

winning play in our mission to brighten Virginia’s future.

It’s a whole new look. It’s a whole new brand. It’s a whole

new game.

And We’re Game!


we’re gamevirginia lottery


1996 – 19991996 Virginia helps create the multistate

lottery game, Big Game

1997 Howell & Loretta Ellis of Richmond

receive $14.6 million as the first

winners of Big Game

1998 Celebration of 10 years with

“Scratchiversary”

1999 Virginians vote to change the

state constitution so all annual

Lottery proceeds go to benefit

public education K-12

2010+2010 As part of strategy development,

employees create a new vision for

the Virginia Lottery: To become

an innovative leader in delivering

gaming products to the broadest

possible consumer base.

2010 Powerball comes to Virginia

2011 Launch of Lottery Match and a

mobile website. Planning for

potential e-commerce begins

2012 The Virginia Lottery

introduces its new

brand, We’re Game,

and Game Guy

2012 Mega Millions hits a new world

record jackpot – $656 million

2012+ The Virginia Lottery innovates its

way to becoming one of the top

gaming organizations in the U.S.

2006 – 20092006 Win for Life replaces Lotto South

2007 Mega Millions jackpot reaches

$390 million, the largest in

North America. Bingo, the first

Fast Play game, is introduced

2007 The winners of the first

“Virginia’s Millionaire Raffle”

are drawn on June 14, 2007:

• Donnie Taylor of Lynchburg

• Betty Miller of Swoope and Ron Washington of Crozet (co-workers)

• Mark and Sally Tierney of Alexandria

2008 The Virginia Lottery

hits a milestone

and celebrates

“20 Years of Fun”

2008 The Virginia Lottery begins

to develop a comprehensive

strategic plan. Super Teacher

is born

1987 – 19891987 Virginians vote 57% - 43% in

favor of creating their own state

lottery, the Virginia Lottery

1988 The Virginia Lottery’s “Lucky

Fingers” logo is introduced with

the launch of its first $1 scratch

game, Match 3

1989 Ticket sales rocket past the

$400 million mark after the

launch of Pick 3

heritage

1990 – 19951990 Lady Luck is introduced

to Virginians in the

very first Lotto

commercial, and

a star is born

1990 Anthony Palermo of Virginia

Beach wins $7.1 million in

Lotto to become the first

Lottery jackpot winner

1991 Virginia is the first state to

introduce vending machines

1992 Lotto by Mail subscriptions begin

1993 The Virginia Lottery introduces a

new game, Cash 5, in celebration

of “5 Fabulous Years”

1994 The Virginia Lottery introduces

Bingo, its first $2 Scratcher


2000 – 2005 2000 Big Game jackpot reaches

$363 million. Lotto is replaced

by Lotto Virginia

2001 The Virginia Lottery sponsors

NASCAR driver Hermie Sadler

for races held in Virginia. Later

that year, Virginia joins Kentucky

and Georgia in holding the first

Lotto South drawing

2002 Mega Millions replaces Big Game

as the new multistate game

2004 Virginia’s first Mega Millions

jackpot winners, J. R. and Peggy

Triplett of Winchester, win $239

million – the largest prize awarded

by the Virginia Lottery to date

From our first game to “We’re Game.” Since 1988, we’ve been growing and giving back to the Commonwealth. Our hard work and imaginative games have generated more than $8 bi l l ion for Virginia’s future.

valottery.comwe’re game

everywhereevery timeeveryone

we’re game

we’re game - Virginia Lottery · Our “We’re Game” brand focuses on creating new experiences...

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