Amplifying a Cultural Phenomenon with IGT’s Six Pillars of Success IGT leveraged the hottest trend – bacon – to attract new players, increase profits and become a part of a pop culture conversation. Situation. In FY15, the Hoosier Lottery experienced significant growth in higher-price-point Scratch-offs; however, the $2 price point saw a year-over-year decline. To reverse this trend, starting in February 2015, IGT, working on behalf of the Hoosier Lottery, began to place more focus on this entry-level price point to increase participation of light and lapsed Hoosier Lottery players. To appeal to these segments, the communication focused on the functional benefits of playing lottery as well as connecting with these players emotionally. Based upon this strategy, in the c

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