Lottery funds support 14 educational programs, Reardon said, including the A+ program, Virtual Schools, special education, construction of college and university buildings, library acquisitions and educational scholarships.
Missouri lottery sales went from $995 million in fiscal year 2008, the beginning of the last recession, down to $968 million in fiscal year 2009. Then sales went back up to $971 million in fiscal year 2010 before reaching $1 billion in fiscal year 2011.
Missouri lottery officials credit their success to increased marketing efforts, more ticket outlets and more community outreach.
In 2011, the Missouri Legislature allowed the lottery to increase its advertising budget by about 4 percent to $8 million, said May Scheve Reardon, executive director of the Missouri Lottery.
“We were able to do a 12-month campaign. In the past, we really only advertised our holiday Scratchers and maybe one other game. This helps us build momentum and keeps us in front of our players,” Reardon said.
During the past year, new scratchers games also helped boost sales, Reardon said.
One popular new game is a Bass Pro Shop-themed game offering instant winnings of up to $750,000 and hundreds of $500 gift cards as prizes. Another is the Missouri Lottery’s 25th anniversary cruise game in which participants could win up to $75,000 or a one of several seven-night Royal Caribbean International Cruises.
“We have one of the most aggressive prize packages. Our Scratchers are just so fun and exciting. We keep up with trends in the market,” Reardon said.
Lottery proceeds transferred to the state for public education programs totaled $259,424,366 in fiscal year 2011. Monday the Missouri Lottery made its largest monthly proceeds transfer ever, transferring more than $29 million from August ticket sales.
Reardon expects lottery sales to continue to increase through 2012 and hopes to transfer $267 million in proceeds to education this fiscal year.
For the rest of the article, go to Lottery sales up in Missouri, across nation

