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For Third Time In Recent Years, An Iowa Lottery Game Wins Top Industry Award For Innovation

'Game Book' Named North American Instant-Scratch Game Of The Year

DES MOINES, Iowa - For a third time in recent years, an Iowa Lottery game has received top industry honors for innovation.

On Thursday, the Iowa Lottery's "Game Book" was named the 2013 best new instant-scratch game by the North American Association of State and Provincial Lotteries (NASPL), an industry group that represents lotteries in the United States, Canada and Mexico. The award was presented at NASPL's annual conference held this week in Providence, R.I.

When Game Book began sales in January, it was the first product of its kind in Iowa. The lottery ordered what normally would have been a two-year supply of tickets in a $20 game and they sold out in four months. The Game Book set numerous sales records for an Iowa Lottery product and its performance helped push scratch-game sales and overall lottery sales to record levels for the 2013 fiscal year.

"The Game Book's performance was just phenomenal," said Iowa Lottery CEO Terry Rich. "It blew away even our own expectations and it was fun to see how much our players liked it. We're proud that we debuted such an innovative product as part of a truly notable year for our organization."

Each $20 Game Book ticket was actually a six-page booklet that sported eight scratch games, all in one ticket. Game Book featured prizes ranging from $20 up to $100,000 and players said they really enjoyed its mix of prizes and extended playing time.

The Game Book was produced and printed by Pollard Banknote Limited of Winnipeg, Manitoba, one of the companies with which the Iowa Lottery has contracts for ticket printing.

As the Game Book's incredible run continued, the Iowa Lottery realized it would run out of tickets much sooner than anticipated, so it ordered a second game book product, this one called the "Blazing Hot 7s Game Book" and moved up its sales launch to June 17. Blazing Hot 7s, with seven games in each six-page booklet, remains on the market in Iowa today and also has proven to be a player favorite.

Game Book was selected as the winner from among 13 entries in the NASPL best new instant-scratch game category. Each year, NASPL recognizes lottery games and campaigns that have been identified as innovative and successful. A panel of judges evaluated the scratch-game submissions based on several criteria including innovative aspects, cost-benefit analysis, visual appeal and ease of play.

In 2005, an Iowa Lottery game was recognized with product-of-the-year awards from two lottery-industry groups. Quarter Play, the world's first battery-powered, electronic version of a scratch game, was named product of the year by NASPL and Public Gaming Research Institute, a Kirkland, Wash.,-based organization that researches the gaming industry.

And in 2006, another Iowa Lottery game also won a top industry honor. Lucky 7s was a double-sided game that combined two popular products into one. Its tickets featured a traditional scratch game on the front and a pull-tab game on the back. It was chosen as the 2006 lottery product of the year by PGRI.

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