Vice Squad
Wednesday, May 11, 2005
Specialty Lottery Tickets

Interest in lotteries has a tendency to flatten out and even contract over time. As a result, lottery operators often look for new games or delivery systems or ad campaigns to boost demand. In the New York Times Magazine this week, Rob Walker tells of one such effort by the New York Lottery: a special Mother's Day lotto ticket. The $5 ticket is printed in the form of a Mother's Day card, and comes with its own envelope. Disappointed Mom's were reported to exclaim, "Junior, you know I prefer the Lucky 7's scratch-offs," as Western civilization concedes. Oh yeah, there are birthday-themed lottery games, too. Maybe they should try a fortune cookie version.

Walker notes that legal lotteries sold $48.8 billion worth of tickets during a recent 12-month period.

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