The Virginia Lottery
The Virginia Lottery Insight
Big River helped the Virginia Lottery change their organization from a stoic “state agency” into an amazing “all-games company.” Knowing that Virginians love games and will make a game out of everything, we made the Virginia Lottery the very heart of that fun, innovative, gaming spirit. We translated their strategic positioning and customer research into the emotionally evocative brand position, “We’re Game!” To bring the brand to life, we created “Game Guy,” an everyman “gamer of the people” who travels the state and dives in, engaging with Virginians in whatever game they may be playing—not just Lottery games, but any and all games!
To help the Virginia Lottery to attract new, younger audiences, we turned a traditional state agency into a gaming company. That meant doing more than just selling tickets. From digital to social to real, it meant becoming the living embodiment of all games. “We’re Game” redefined the Lottery. Our work helped increase total player base by 3.5%, exceeding projections by 75%, two years ahead of schedule. At the end of our contract, the Lottery was projected to surpass $500 million in sales for the first time in its 25-year history.
Helping clients become more consumer-focused.
In 2010, the Virginia Lottery’s sales were trending down and consumer discretionary spending was tight. The Lottery had to be more relevant to more Virginians. The Lottery had always relied on the same core players to deliver sales. We needed to attract a new target while not alienating its core player base, and were tasked with increasing the player base by 2% by 2015… A goal we not only met, but totally blew away!
A sustainable brand is more than logos and POS. The real work begins internally, inspiring employees to truly be “Game.”
Connecting with brands through retail space.
Designing space requires a unique set of skills and processes that draws equally from brand strategy and consumer insights. We craft environments that reflect your true self and story, and address your consumers’ needs and desires in ways only you can. From preliminary concept to design development, project overview and rollout, our process ensures that your environments do more than just look good, they perform great.