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Nobody has to, not with the lottery's marketing and advertising machines, and a state-government seal of approval. But in the process, state government - which spends much of its effort building safe roads, educating children and fighting crime - has found itself in the unexpected position of encouraging more people to gamble more often, even if they don't have the money. The "30th Birthday Casino Cash" ticket - whose release coincided with the Connecticut lottery's anniversary - is an oversized card, featuring eight different gambling games, including scratch-off simulations of blackjack, poker and slots. Walker Smith, president of Yankelovitch Partners Inc. As long as the new instant games keep coming, Quik Pik owner Sam Amin said customers will crowd his store. To Guskey, who's been chasing his jackpot dreams every week for more than 20 years, forking over that kind of money on a hunch seemed a sound investment. They study the colors these people like, whether they are superstitious and if they believe in lucky numbers. Susan Townsley, director of the state's Division of Special Revenue, which oversees the lottery, said her agency concentrates on security matters, like making sure nobody cheats - not philosophical debates about gambling. Buying a ticket only slightly increases your chances of winning than not buying a ticket at all. Taken together, the documents reveal a go-for-the-jugular attitude toward the public. Sometimes I spend my bill money. The Texas lottery has devised special games sold only at stores where heavy gamblers congregate. All other gambling is somewhat limited," Steinberg said. Internal market-research documents make clear that lotteries, and the companies that work for them, are fully aware of the negative impact their products and marketing campaigns have on some segments of the population. It's really a fool's game," Anderson said. Michigan and Georgia just launched a game in which gamblers bet whatever loose change they can scrounge from their pockets. So, with an eye toward luring hard-core gamblers, the lottery earlier this year rolled out the newest weapon in its battle for the gaming dollar, one that combines casino themes with the time-tested appeal of a scratch-off ticket. Few government agencies gather as much information on their clients, such as their lifestyles, who plays and how often. By on a good morning, the floor by the coffee pot is littered with tiny shreds of rubbings from "Stud Poker," "Pinball Wizard" or one of the more than 30 games running simultaneously. It targets the most vulnerable populations in the country," said Henry Lesieur, director of the Rhode Island Gambling Treatment program and president of the Institute for Problem Gambling. This has increased pressure on lotteries to promote their instant games, pushing newer, more elaborate offerings. In fact, in Connecticut and other states it's common knowledge among lottery officials that the best customers are those with less education and lower incomes. According to an analysis by Kopel Research Group Inc. An internal lottery research document succinctly sums up why lottery officials love these people so much: "Living with the motto that life should be enjoyed today as much as possible without worrying about the future, this group is fairly competitive in that they enjoy pitting themselves against the odds and the feeling that they have beaten the rest of the world. Recent television and newspaper advertising emphasizes smiling people and all the money contributed to the state's general fund. Michigan officials recently found that 22 percent of their players were spending less on the lottery due to casino gambling. Over the past decade, the state lottery's share of the "gaming dollar" has steadily slipped as the Foxwoods and Mohegan Sun casinos in southeastern Connecticut have captured gamblers' attention. Most also believe in fate and as a result, often dream about what they would do and what it would be like if they won the lottery. And while Connecticut Lottery often states that its customer base is everyone over age 18, profits rely on a vastly smaller group of heavy players. Recommendations from the National Gambling Impact Study Commission in urged the scaling back of convenience store gambling and elimination of instant games "that are simulations of live card and other casino-type games. And in Oregon, the lottery's advertising strategy argues that casino themes are the way to attract more young people. With lotteries, "you've got to get people to play," said J. It is not complex and it is almost stress reducing," said Kennedy, whose company commands two-thirds of the instant lottery business in the United States. Their weapon of choice is the instant "scratch-off" ticket, the lottery's most addictive game format, which has exploded in popularity during the past decade and dominates lottery sales nationwide. The evolution of state lotteries is a classic case of public policy being made piecemeal and incrementally with little or no general overview. They support the lottery and the economic benefits it brings Louisiana officials recommend exploiting the "risk taking" and "dreaming nature" of these people while promoting "the fun that the lottery provides its players and the benefits it provides to the state. All of this is good news for the 38 states that depend on lottery revenues. James Kennedy, vice president of North American sales and marketing for Scientific Games, which designs, produces and runs lottery games worldwide, said instant games "sell more than the record industry. She vividly remembers spending 10 hours in a gas station one day, compulsively scratching a coin across ticket after ticket. Through exhaustive research and surveys, the lotteries know what their players earn, what TV shows they watch, what they read, how much education they have. It is self-reinforcing - you win cash now. Scratch-off tickets ranked behind only casino slot machines among problem areas for gamblers, according to the council's most recently available statistics. We ought to be talking about the appropriate number of sites of lottery sales. We work in cooperation with the lottery. Danielle, a problem gambler, discovered instant tickets a few years ago and couldn't stop, ransacking her savings and ruining her marriage. Lottery sales have grown only because the gambling pie is bigger: More people are gambling and spending more money doing it. And another: "I enjoy the lotteries so much. Connecticut, for example, introduces an average of two new instant games every two weeks. Sales of instant tickets nationwide have more than doubled over the last decade, but much of the growth is coming from a relatively small portion of the population. So Montana did what more lotteries, including Connecticut, are doing: They commissioned a "segmentation study," including a detailed survey of consumer attitudes. He's chasing that big payoff, and intends to keep buying tickets until the dream comes true. This ranged from its best players, the "enthusiastic individualists," to those it felt didn't play enough, the "indifferent bystanders" and the reluctant "concerned dabblers. A Courant review of internal research documents and strategic plans obtained from many of the country's state lotteries shows that government is aggressively pushing gambling in new, more sophisticated ways. Here in Connecticut, which runs one of the most successful lotteries in the world, the marketing mantra is "promote increased play frequency" for its high-priced lottery games, whose best customers are, according to its own research, the lower-income and least-educated residents. Wisconsin is after those with lower education and income, "the paternalistic dreamers. The Connecticut Lottery, a quasi-public agency that turns all of its profits over to the state treasury, spent months fighting a Courant request for its internal marketing and customer research files before being ordered to release them by the state Freedom of Information Commission. In the face of growing competition from casinos and illegal Internet gambling, lotteries are aggressively seeking to transform the occasional players into habitual gamblers. Facing competition from casinos and pressure to succeed like never before, state-sponsored lotteries have used this information to lure the most vulnerable - those with little education, the poor, the superstitious, the hard-core gamblers - with promises of long-shot riches. Younger residents feel the lottery is "played by older people, their parents, the poor. Still, Guskey isn't satisfied. Some states run dozens of scratch games at a time. Recommended on Hartford Courant.{/INSERTKEYS}{/PARAGRAPH} State law requires that the lottery "provide continuing and increased revenue to the people of the state I prefer the big denomination tickets," said Anderson, of Seymour. States are here to protect and serve. The real threat to the lottery, however, lies down Route 2. The Courant obtained similar information from about half of the other states with lotteries. For that split second you are able to dream, within 20 seconds you know whether you dream has come true or not. Arizona is using "color psychology" to boost ticket sales to susceptible players. The odds of actually winning the lottery are nowhere to be found. The Courant's analysis shows that: Marketing strategies are increasingly manipulative, masking the poor payout of lotteries while stressing the "fun" of gambling and the benefit to the state treasury. Plenty of people were trying lottery games, but far fewer were regular customers - a situation very similar to Connecticut's. It is the lure of immediate gratification that is particularly ill-suited to problem gamblers, many of whom crave the quick payout that slot machines and instant lottery tickets offer, experts say. Casinos are reported to have a more glitzy and exciting image compared to traditional lottery games. We have our limits. Shaffer, director of the division on addictions at Harvard Medical School and a leading researcher on gambling. The average odds of winning at least something are about 1-in-4; for big prizes, 1-in-a-million. Its own research shows that players want casino games. The study divided the population into subgroups based on behavior and preferences. Until recently, "there wasn't a lot of competition out there for the entertainment dollars. After that, I just kept buying tickets. Beyond the appearance of the name, participants also liked the name itself, due to the connection with Las Vegas," according to transcripts from a focus group study completed last December. And it is strikingly at odds with the lottery industry's carefully crafted image as a whimsical source of harmless fun and benefactor of education. Its "brand campaign" is crafted around the concept that the lottery is about "safe, fun entertainment" - not winning. As interest in old-fashioned weekly lotto jackpots has waned, states have adopted sophisticated marketing campaigns that, critics say, are designed to entrap the most vulnerable members of society. So it's not surprising that the Michigan lottery's "Ceasar's Palace" game - recently introduced in Connecticut - is particularly popular with its all-important "heavy" players. But the customer survey responses it collected on its Harley-Davidson motorcycle scratch-off card reveal a darker side to instant games. For instance, an unidentified New Hampshire lottery player participating in a focus group session couldn't have been more blunt, or revealing, about just how much the lottery in that state knows about the effect it has on some people. They couldn't just sit back To compete, the lottery is faced with the challenge of attracting some of those gamblers who like spending more money on Las Vegas-style gambling excitement. Like the lucrative private-sector gambling industry whose tactics they have carefully copied, most state lotteries zealously guard their marketing strategies and research. Still, Anderson concedes, "I'm not ahead. {PARAGRAPH}{INSERTKEYS}Skip to content.