Retailer Reference Guide

California Lottery

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For Lottery equipment service or supplies:

The California Lottery® Retailer Service:

1-800-666-6695

1-855-EZLOTTO (1-855-395-6886)Main Menu OptionsFor Scratchers® Inventory… ................Press 1To Confirm or Activate Scratchers®….Press 2For Revenue Collections………….….....Press 3Equipment & Application Processing...Press 4To Report Criminal Activities…....……Press 5For Tax Info…….………………………..….Press 6All Other Retailer Inquiries…………..….Press 7Return to Previous Menu ……….......…Press*

IMPORTANT CONTACTS

Call by 3 p.m. for next business day delivery

*IGT is formerly GTECH

*IGTTM is formerly GTECH

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LOTTERY DISTRICT OFFICES

The California Lottery® Website: www.calottery.com

To set up or access your account and to receive the latest marketing resources, visit our retailer portal at calottery.com/retailer

NOTE: When calling District Offices, press “0” then press “3” for immediate assistance.

SACRAMENTO DISTRICT #214106 E. Commerce WaySacramento, CA 95834916-830-0292

EAST BAY DISTRICT #242489 Industrial Parkway WestHayward, CA 94545510-670-4630

SAN FRANCISCO DISTRICT #25820 Dubuque Ave.South San Francisco, CA 94080650-875-2200

CENTRAL VALLEY DISTRICT #31750 W. Pinedale Ave.Fresno, CA 93711559-449-2430

SANTA ANA DISTRICT #223400 W. Warner Ave., Suite FSanta Ana, CA 92704714-708-0540

SANTA FE SPRINGS DISTRICT #23 9807 Bell Ranch DriveSanta Fe Springs, CA 90670 562-777-3434

SAN DIEGO DISTRICT #265656 Ruffin RoadSan Diego, CA 92123 858-492-1700

INLAND EMPIRE DISTRICT #271840 Commercenter CircleSan Bernardino, CA 92408909-806-4126

VAN NUYS DISTRICT #2916525 Sherman Way, C10Van Nuys, CA 91406818-901-5006

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CONGRATULATIONS!We’ve got a solid plan for your sales growth, and YOU are the key to making it happen.

WELCOME TO THE LOTTERY RETAILER NETWORK!

California Lottery Retailer Reference Guide

Version 9.7

© 2016IGT Corporation. All rights reserved.

Take your business’ sales to the next level! The Lottery offers fun and exciting games; from instant win Scratchers® to eight different draw games, such as Powerball® or SuperLotto Plus®. The Lottery helps you maximize your business by supplying merchandising and sales support. Lottery advertising, point of sale (POS) materials and the expertise of our field sales staff are all benefits of joining the Lottery retail network.

The Lottery’s mission is to generate supplemental funds for all California public schools. With your help we've raised $29 billion for public schools since 1985. This is a great source of pride for everyone who sells Lottery games in California. You, the retailer, play a vital role in reaching that goal as you offer Lottery products to your customers. Remember, when the schools win… we all win!

So, ask for the sale and remind yourself, “Imagine what a buck can do!™” Congratulations on becoming one of our newest Lottery retailers and good selling!

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TABLE OF CONTENTS

Welcome to the Lottery Retailer Network! 4Lottery Funds at Work 6Imagine the Possibilities 7Proud to be WLA Certified 8Responsible Retailing 9Why Sell Lottery? 10See What Our Retailers Are Saying 14Commissions and Bonuses 15Lucky Retailer Program 16Winner Awareness 17How to Make More Money for Your Business 18Draw Games Selling Tips 24Draw Games Key Features 25Scratchers® Selling Tips 26How We Help Retailers Grow Sales 28

Equipment Operations Training 34Equipment Overview 35Altura Sign On/Off Instructions 36Life-Cycle of a Scratchers® Ticket 37Scratchers® Ticket Delivery Invoice 38Activation 39Confirmation 39Scratchers® Cashing Rules 40How To Cash Scratchers® Tickets Settlement Process 42Billing and Invoices 43Scratchers® Weekly Invoice Report 44Scratchers® Detail Reports 46Daily Report 50Returning Scratchers® Tickets Preventing Loss 52Scratchers® Clerk Daily Tracking Form 53Scratchers® Daily Tracking Form 54Draw Games Quick Reference 55Selling Draw Games 56Canceling Draw Game Tickets 59Adjustment Forms 60Draw Game Cashing Rules 62How to Cash Draw Games 63Draw Games Weekly Invoice Report 64Draw Games Sales Reports 66Draw Games Detail Reports 67Special Functions 68Help Tools 69Troubleshooting 70

Glossary of Terms 74

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More than $29 Billion to Education...and CountingSince 1985, when we sold our first Lottery ticket, Lottery players have contributed more than $29 billion to California's public schools. Believe it or not that represents only a fraction of the state's overall education budget, but still, this funding is helping schools buy classroom supplies, state-of-the-art equipment and instructional material critical to their learning. Because most of this money is unrestricted, it's making a direct impact in the classroom! Thanks to you, our players and loyal retailers.

To see the California Lottery® supplemental funding for more than 1,100 school districts and jurisdictions, please visit:

More than $1 Billionin Lottery funds go to supporting California public schools every year.

Supporting Local Communities

www.calottery.com/giving-back

LOTTERY FUNDS AT WORK

Administrative Expense Revenue Returned

to the CommunityPublic Education

Retailer Compensation Player Prizes

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IMAGINE THE POSSIBILITIES

Welcome to the world of Possibilities where anything can happen!We believe that with a good education, caring teachers, committed administrators, active parents, and exceptional students, every public school student can realize their dreams. Add critical supplies needed to learn in a positive, safe environment and the POSSIBILITIES are endless – whether you want to be a scientist, a small business owner, a firefighter or a teacher – a good education is the gateway to success.

At the California Lottery®, our part is relatively minor, but in conversations with parents, teachers and principals we realize that our annual contributions to education are critical to many one-time programs that would otherwise be cut when budget times are tight.

Supplemental Lottery Funds Benefit Schools in Real WaysBesides offering you entertaining games, the California Lottery®’s sole mission is to generate supplemental funds for all California public schools. Since 2000, we’ve sent more

than $1 billion a year to public education. That means K-12, Community Colleges, CSU and UC campuses and several specialized schools. Now keep in mind, the Lottery’s supplemental funding to public schools will not solve education’s budgetary problems. In fact, our contributions amount to only about 1% of public education’s overall needs. It’s really modest when you come down to it, but parents, teachers and administrators tell us that every little bit helps.

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We’re Committed to Responsible Gaming The California Lottery® is the first U.S. lottery to achieve a Level Four certification, the highest certification level for its Responsible Gaming programs from the World Lottery Association. The award demonstrates that the Lottery has implemented responsible gaming principles into day–to-day operations and is continuously improving its programs. Responsible Gaming messages can be found on all Lottery products, marketing campaigns, point-of-sale and in all public communication. The Lottery works closely with the California Office of Problem Gambling to increase awareness of problem gambling. We produce in-house problem gambling public service announcements and help fund the state’s 1-800-GAMBLER hotline. The Lottery also maintains a strong partnership with our retailers and local law enforcement agencies to ensure our Lottery retailer network is abiding by our 18+ policy to prevent underage gambling. When in doubt, ask for ID.

WLA evaluation recommends improving measures to further reduce illegal play. In addition to National Gambling Awareness Month, to increase public awareness about the serious issue of youth gambling, the annual national Holiday Campaign is another one of many Responsible Gaming endeavors that the California Lottery has joined to help raise awareness of problem gambling issues.

PROUD TO BE WLA CERTIFIED

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RESPONSIBLE RETAILING

Responsible retailers support the California Lottery®’s commitment to ensure integrity, honesty, and fairness. Below is an overview of key points all retailers and their staff must follow:• Maintain a positive brand image and positive playing experience for customers.• Comply with all laws and regulations that apply to Lottery products including the

Lottery's Retailer Access Program.• Follow all Lottery procedures and Retailer Contract requirements, including

those relating to Lottery terminal security, establishing and maintaining effective inventory control and immediate reporting of lost or stolen Lottery tickets.

• Cooperate with the Lottery in the promotion of Responsible Gaming.Responsible Gaming means:

• Ensuring customers are 18 or older• Ensuring “Play Responsibly”, 1-800-GAMBLER signage, and Point of Sale

terminal messages are displayed at play centers• Providing the “Responsible Gambling Guidelines” brochure to customers when

requested• Attending Responsible Gaming Awareness training provided by the Lottery• Training your employees to recognize the signs of problem gambling and being

familiar with free treatment services available• Additional resources are available on our website

• Comply with the Lottery’s prize cashing policies. Pay prizes validated on the Lottery terminal up to the $599 cashing limit.

NOTE: Lottery retailers cannot charge players any fees (e.g., transaction fees or convenience fees, service fees, etc.) for cashing winning tickets nor “discount” winning tickets for any reason.

• Sell and redeem Lottery products only to individuals who are 18 years of age or older.• Fully pay for Lottery tickets and products before playing Lottery games.• Answer all reasonable customer questions or direct customers to contact the

Lottery as necessary.• Assist individuals with disabilities to ensure access to Lottery products, per the

Lottery's Retailer Access Program.• Cooperate with all investigative, security, inspection and enforcement activities

conducted by Lottery personnel or any other law enforcement or regulatory agency.• Treat all customers and Lottery representatives with honest, respectful, professional,

fair, and courteous behavior at all times. Misconduct such as dishonesty, illegal or criminal activity or offensive behavior could result in termination of a retailer's Lottery license.

• The California Lottery® is committed to providing a safe, healthful work environment that is free from threats, intimidation, derogatory remarks, insults, bullying, harassment, including sexual harassment, acts of violence or any form of discrimination. All allegations and/or reports of offensive behavior occurring while State duties are being provided will be investigated and appropriate action taken to protect Lottery employees, to the extent possible.

Additional information is available through your Lottery Sales Rep, www.calottery.com/retailer, or 1-855-395-6886.

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WHY SELL LOTTERY?

Lottery is a $70.6 billion* industry in the U.S. Compare that to other popular items you may sell.

The California Lottery® has paid approximately $5.3 billion to retailers since its inception.

Sports Drinks

$4.8

Candy

$20.9

Sales Per Year (Billions) Total U.S.

Gross sales per week**

* North American Association of State and Provincial Lottery FY'15 sales. ** Source for gross sales per week information for candy, salty snacks, and sports drinks: National Association of Convenience Stores 2014 Fact Book.

Lottery Outsells Other Products

$70.6

Lottery outsells sports drinks 14:1

CANDY

$1,103WEEKLY

SALTYSNACKS

$1,493WEEKLY

SPORTSDRINKS

$576WEEKLY

LOTTERY

$4,524WEEKLY

SaltySnacks

$15.1

U.S. Lottery Tickets

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WHY SELL LOTTERY?

CA Lottery Outperforms Other Items in Profit Per Sq. Ft.Profit revenue and profit per square foot (PPSF) of floor or counter space are much greater for Lottery than for many other items – and there’s no upfront cost.

Avg. Weekly Profit Per Square Foot

SaltySnacks

$22

Candy

$24

CA Lottery Tickets

$26

Average Weekly Profits / PPSF

Candy Salty Snacks

Sports Drinks Lottery

Upfront cost of goods $570 $912 $296 $0

Retail price per unit $0.99 $1.50 $2.00 $1 – $30

Gross sales per week $1,103 $1,493 $576 $4,524

Gross profit per unit $0.48 $0.58 $0.82 Varies by price

Profit percentage** 48% 39% 41% 6.8%

Sq. ft. to display*** 24 24 9 8

Weekly Profit per sq. ft. $22 $24 $26 $38

**Average California Lottery aggregate earnings per retailer; excludes sales from vending machines and includes commissions and bonuses.

***Approximate. Actual square footage varies per retailer set up.

$38

Sports Drinks

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WHY SELL LOTTERY?

Build Traffic and Add-On Sales

• Jackpots drive traffic to your store resulting in additional sales of other products

• Lottery introduces three-four NEW Scratchers® games every month

• Players think of stores with winners as “Lucky” which drives more customers into the store

• Recent studies have shown that for every $5 Lottery transaction, players spend an additional $10 at the store*

*Source: North American Association of State and Provincial Lotteries, San Diego Conference, July 2013

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*Source: North American Association of State and Provincial Lotteries, San Diego Conference, July 2013

• Lottery products are delivered via UPS within one business day of order placement, if ordered by 3 p.m.

• There is very little “inventory” on Lottery Scratchers® tickets and draw games have virtual inventory in a computer

WHY SELL LOTTERY?

Low Inventory and Great Financial Terms

• If sales of a Scratchers® ticket are slow, we'll take them back and give you credit

CA Lottery provides up to 50 days net financing.No other product offers these terms.

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SEE WHAT OUR RETAILERS ARE SAYING

””

”

”““

““Our featured game display holds more tickets so we can double up on them and offer a variety of games. It's another area that you can point to show where you are selling Scratchers® and the new games.

Harneet Pundhar

Children are the future. It’s very important as a business in the community to give back to the community.

Antelope 76 Market

Mimi WheelerRaley’s #239

Ron ChonosOwner Jug & Jigger

Maria MohamedMaria’s Market & Deli

(Lottery) brings other customers. They might want to get something else when they’re coming in just for Lottery tickets. Lottery business is good for business.It creates revenue, it creates cash flow and it creates foot traffic into your store.

As soon as new games come in, we make sure they are available for our customers. Every month, we have customers come in who want the new games - they always ask when the new games will be available.

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COMMISSIONSDraw Games Commissions:Altura Terminal ................................. 6.0%Quick Terminal .................................. 6.0%Self-Serve Terminal .......................... 4.5%GamePoint ......................................... 4.5%Gemini.................................................. 4.5%Fantasy 5 Replays Handling Fee.... 6.0%Scratchers® Commissions:Scratchers® ........................................6.0%Free Scratchers® Handling Fee.........6.0%

COMMISSIONS AND BONUSES

SALES BONUSESDraw Games Sales Bonuses:Retailers earn one half of one percent for selling winning tickets for the following draw game prizes:• Powerball®..... $1 Million Prize or more

(regardless of the payment option selected, up to a maximum bonus of $1 Million)

• Mega Millions®.... $1 Million Prize or more(regardless of the payment option selected, up to a maximum bonus of $1 Million)

• SuperLotto Plus®......... Jackpot winner (regardless of the payment option selected, up to a maximum bonus of $1 Million)

• Fantasy 5 ............. 5/5 Top Prize winner• Daily Derby®............. Grand Prize winnerAs an example, if you sell a $12 Million SuperLotto Plus® jackpot winning ticket, you will earn a selling bonus of $60,000! If you sell a $40 Million Powerball® jackpot winning ticket, you will earn a selling bonus of $200,000.

$30 = $1.80

$20 = $1.20

$10 = $0.60

$5 = $0.30

$3 = $0.18

$2 = $0.12

$1 = $0.06

30

30

50

80

100

100

250

$54

$36

$30

$24

$18

$12

$15

$30

$20

$10

$5

$3

$2

$1

$846

$564

$470

$376

$282

$188

$235

PROFIT PER TICKET

# OF TICKETS PER PACK

COMMISSIONFINAL COST PER PACK

TICKET PRICE

Scratchers® Sales Bonuses:Scratchers® top prizes of $1 Million or more earn a bonus of one half of one percent.Additionally, Scratchers® in connection with a promotion* resulting in a promotional award of $1 Million or more also earn a one half of one percent bonus.* See Official Promotion Rules for eligibility details.

CASHING BONUSESDraw Games Cashing Bonus:$99-$599 Winners ........................... 3.0%Cash winning draw game plays worth$99 to $599 and you earn a three percent cashing bonus!

As an example, cash a $500 winning ticket for Daily 3 and earn a cashing bonus of $15! Cashing draw games can be profitable and allows for multiple-line prize payments of more than $599. For example, cash a Fantasy 5 ticket where two lines win a prize. Line A wins $200 and Line B wins $500. This adds up to $700 in “payable at retail” prizes because it is two separate prizes. The terminal will display the total prize amount and ask if you can pay. To cash the ticket, press “SEND” and pay the player $700. You’ll earn a bonus of $21.

NOTE: If one of the winning combinations on a multiple-line winning ticket exceeds $599, the terminal will display “Exceeds Cash Limit, File Claim Form” and a claim receipt will automatically be printed out.

Scratchers® Cashing Bonus:

$1-$599 Winners ................................ 1.0%

Cash any winning Scratchers® ticket from $1 to $599 and you earn one percent of the prize value!

As an example, cash a $500 winner and earn a cashing bonus of $5!

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LUCKY RETAILER PROGRAM

Retailers who meet one or more of the criteria below at the end of each calendar year will be determined to be a “Lucky Retailer” and will be featured for the next calendar year on the Lucky Retailers page on the Lottery’s website at http://www.calottery.com/Lucky-Retailers. A retailer must qualify on an annual basis to maintain their Lucky Retailer status.

LUCKY RETAILER QUALIFICATIONSThe Lottery’s qualifications in determining a “Lucky Retailer” will be one or more of the following criteria:

• Sold at least one winning ticket of $100,000 or more during the previous calendar year

• Paid out an average of 400 or more winning tickets per week during the previous calendar year

• Paid out an average of $4,000 or more in winning tickets per week during the previous calendar year

All winning tickets over $599 MUST be paid by the Lottery and NOT a Lottery retailer. Winning tickets that are processed or validated and paid by the Lottery are attributed to the selling retailer. For the purposes of calculating the number of “tickets paid out”, the Lottery uses the ticket claim data for all Draw Games and Scratchers® winning tickets.

GREAT BENEFITSEvery player wants to buy tickets from a Lucky Retailer location for their chance to win big!!

• As a Lucky Retailer, your store name will be posted on The Lucky Retailers page on calottery.com which generates more than 100,000 visits a month - potential customers for you!!

• More traffic to your store - generates more sales!!

• Prestigious Lucky Retailer signage

• Yearly Lucky Retailer status

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WINNER AWARENESS

Visit the Lottery’s public website at calottery.com/play/draw-games to find out if you sold a winning draw game ticket for POWERBALL®, Mega Millions®, SuperLotto Plus® or Fantasy 5. Your store name will be displayed on the public website until the next draw.

Then, sign up for an account at calottery.biz to print a Winner Awareness flyer to place in your store window showing you sold a winning ticket!

”“Our customers are aware that

we are a Lucky Retailer. It’s been very busy. We have a winners’ wall with many thousands of winners. I think our biggest winner is over $15,000. When people see a winners’ wall, they immediately want to buy tickets.

Ryan WoodallAntelope Food & Gas

IT’S EASY!!

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HOW TO MAKE MORE MONEY FOR YOUR BUSINESS

Attract Players to Your Store

• Clearly display exterior* signs to remind players that you are a Lottery retailer

• Post promotional signage on doors and windows in view of players entering the store

• Keep all Point-of-Sale (POS) materials clean and updated; replace any old signs

*Subject to local or county outdoor sign ordinances

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HOW TO MAKE MORE MONEY FOR YOUR BUSINESS

Prominently Display Your Scratchers® Tickets• Immediately Activate,

Display and Sell NEW games the same day you receive them. During the first week news games are launched, twenty-five percent of total Scratchers® sales are due to the sale of those new games

• Increase your Scratchers® sales by moving your tickets above the counter for maximum visibility

• Number your Scratchers® ticket bins to make it easy for customers to choose and purchase their games

Correct placement of on-counter displays can add hundreds of dollars a week in sales

Display games in an area free of clutter and visible at each register.

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Co-Locate your Lottery Equipment

HOW TO MAKE MORE MONEY FOR YOUR BUSINESS

• Place your Lottery terminal and electronic Point of Sale (ePOS) screen in a high traffic flow area, so it's clearly visible to players when they walk through the door

• Prominently display your Check-A-Ticket machine at a designated Lottery play area

• Co-locate the Self Service Terminal (draw games), Instant Ticket Vending Machine (Scratchers®) and Playcenter at the front of the store near the entrance/exit, so it's clearly visible to players and provides easy access

• Ensure that all Lottery equipment is accessible to all players

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HOW TO MAKE MORE MONEY FOR YOUR BUSINESS

Designate a Lottery Playing Area

• Make your Lottery players feel welcome - make playing easy and convenient

• Dedicate an accessible place in your store where players can fill out their playslips, play their Scratchers® tickets, and check the winning numbers

• If space allows, add a Hot Spot® monitor and create a seating area to encourage your customers to stay and play

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Promote, Promote, Promote!

HOW TO MAKE MORE MONEY FOR YOUR BUSINESS

• Ask for the Sale - ask every customer who is 18 years or older to play Lottery

• Pay winners - it creates churn and promotes customer loyalty

• Inform customers your store is a lucky store by talking about recent winners

• Post pictures of your customers with winning tickets and amount won

Did you know?There are more than 5 million CA Lottery winners and over $60 million in prizes awarded to players every week!

”

“Having the jackpot sign displayed on the counter, right next to your register, let's people know the jackpot amount. Some people don't notice it on the window, so it's good to have it next to your register. On draw days, we'll point out the jackpot sign, especially if it's over $100 million, that's when you get more people buying.

Harneet PundharAntelope 76 Market

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Train Your Staff

• Educate staff about Lottery games. Things to know: odds, prize values, top prizes, draw days, how to play, cancellation policies, current winning numbers and jackpot amounts

• Keep important information (i.e. Retail Product Plan) accessible to all staff

• Use a clerk incentive plan for increasing sales. For example, give a gift certificate or store merchandise to clerks with the highest net sales increase

HOW TO MAKE MORE MONEY FOR YOUR BUSINESS

• Encourage clerks to promote Lottery by: asking for the sale, drawing attention to new Scratchers® tickets, up selling to higher price points, encouraging the use of change to buy Lottery products, and informing customers about jackpots, promotional games and events

• Remind your players that public schools benefit from every Lottery ticket sold

• As a Lottery retailer, exclusive training on Lottery products and equipment is available to your state year-round at no cost

• Video help is now available for the 24 bin Scratchers® Vending Machines (ITVM) and Gemini self-service terminals. Use a QR Code Scanner app on your smartphone or tablet to watch video tutorials for more information

• Remember to give your customers their validation receipt• Return all non-winning Scratchers® and draw game tickets to

your customers so they can enter for a 2nd Chance (see page 32)• Remind your staff tickets can only be sold and redeemed to

individuals who are 18 years of age and older

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• Display draw times and draw days for every draw game near the register and designated Lottery play area

• Let your customers know the current jackpot amounts and recent winners in your store

• Preprint winning number results, not tickets, for your customers

DRAW GAMES SELLING TIPS

Make Playing Easy and Convenient by Placing Playslips near the Point of Purchase

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Daily GamesFantasy 5: The Better Odds Lotto Game! Your fantasy could come true with the better odds lotto game. Plus, if you play $5 or more on a single Fantasy 5 ticket, you will receive a Fantasy 5 2nd Chance code on your ticket for an additional chance to win.Daily 3: Thrills twice a day! With Daily 3, you get two chances daily to win. Play your birth date twice or mix it up midday with a Quick Pick selection. It’s your choice. You just need three lucky numbers.Daily 4: You can win your way! Your birthday, anniversary or any four digit number could be the key to cool cash. So, pick ‘em then play ‘em. You could be today’s winner.Daily Derby®: Back the right horse to win big. Top prize starts at $50,000! Daily Derby® gives you at least two chances to win on every ticket. The race for the Grand Prize is on every day and starts at $2 per play.Hot Spot® Bulls-eye: Draws every 4 minutes! With Hot Spot®/Bulls-eye, you could win big payouts every time you play.

Jackpot GamesSuperLotto Plus®: California’s dream game. Jackpot starts at $7 million! Go for a classic win with the original millionaire-maker, SuperLotto Plus®, which starts at $1 per play. Draw days are on Wednesdays and Saturdays. SuperLotto Plus® features a 2nd chance to win when entered into the SuperLotto Plus® 2nd Chance program. California’s dream game just got dreamier!Powerball®: Believe in Something Bigger! Draw days are on Wednesdays and Saturdays. For only $2 per play, players have a chance to win jackpots starting at $40 million.Mega Millions®: Imagine what a buck could do™! Play one of North America’s largest lottery draw games. Jackpots start at $15 million! Draw days are on Tuesdays and Fridays.

DRAW GAMES KEY FEATURES

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Be sure to match your display to the placement guides found in the RPP

SCRATCHERS® SELLING TIPS

A Retailer Product Plan (RPP) is included in the shipment of all new games.

Scratchers Selling Tips

• Follow placement guidelines in the Retail Product Plan (RPP) for ideal Scratchers® ticket displays

• Ask your Lottery Sales Representative about your sales trends

• Double face your store’s bestselling games

• Work with your Sales Representative to create an on-counter feature game display to highlight your best-selling and new games

• Ask for the Sale with every customer

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Keys to Scratchers® Success

• Immediately Activate, Display and Sell new games the same day they're received

• Double-face top-selling $5, $10, $20 and $30 games

• Your DSR can advise you on how to make room for new games and top sellers

• Increase the number of Scratchers® games on display - the more you show, the more you'll sell!

• Share new game information with your sales staff

• Keep your Scratchers® ticket bins full!

SCRATCHERS® SELLING TIPS

Prominently Display your Scratchers® for Maximum Visibility

Your new game shipments will arrive in an ORANGE ENVELOPE or in a BROWN BOX with an ORANGE LABEL and a GREEN STRIPED INVOICE. (see page 38)

Identify New Game Shipments

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California Lottery® Live- We Bring the Play to the People!

CA Lottery® LiveNothing drives sales like a little fun, so check our website for current promotions and events throughout the year!www.calottery.com/happenings/events

HOW WE HELP RETAILERS GROW SALES

We Provide One-On-One Support

Role of your Lottery Sales Support TeamDistrict Sales Representative (DSR)• Your primary contact for Marketing and Sales information • Provides best-selling tips and consultation, and helps you merchandise and maximize your sales• Reviews how new games and promotions will help you increase sales• Delivers and places Point of Sale Signage (POS) • Reviews Retail Product Plan (RPP) with you

Lottery Ticket Sales Specialists (LTSS)• Your primary contact for Scratchers® inventory• Replenishes your existing Scratchers® inventory• If you run out of Scratchers®, call the CA Lottery Hotline: 1-855-EZ LOTTO (395-6886)

If your call is received by 3 p.m. your tickets will be delivered the next business day

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HOW WE HELP RETAILERS GROW SALES

We Provide FREEPoint of Sale Materials

The Lottery provides retailers with a robust set of marketing tools including: product artwork, store displays and posters, retail product plans and more. These materials are only available to Lottery retailers.

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We Advertise our Products to Drive Traffic to YOU!Including TV, Radio, Outdoor Billboards and Print

HOW WE HELP RETAILERS GROW SALES

We Invest in Multilingual Product AdvertisingSuch as Spanish, Chinese, Vietnamese and Korean

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HOW WE HELP RETAILERS GROW SALES

We Engage YOU and YOUR Customers through Social MediaTwitter & Facebook

You Tube Instagram

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The California Lottery® App for iPhone and

Android is Here!

HOW WE HELP RETAILERS GROW SALES

Players can see jackpot amounts, check winning numbers, scan non-winning ticket codes into 2nd Chance. Find information about the latest Lottery promotions and contest and locate the closest Lottery retailer, even Lucky Retailers...anywhere in California!

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HOW WE HELP RETAILERS GROW SALES

Go to calottery.com/retailer and sign up for a retailer account to get the latest new game information and access current and past Retail Product Plans (RPPs), to find Scratchers® ticket placement guidelines. Your ebiz account will also allow you to track yearly sales and commissions for your retail location and print detailed reports to also help you track Scratchers® ticket inventory, Lottery sales and much more!

Take a Tour!

Annual Retailer ConferencesThe California Lottery® hosts several annual Retailer Conferences across the state to thank retailers for their support and to provide an opportunity to learn more about the Lottery. Retailers learn about upcoming new games and products and learn selling techniques to increase their profits. Lottery staff are available to talk with retailers about sales, accounting, Scratchers® inventory and more. Look for an upcoming conference event in your area.