Thursday, June 05, 2014

New York Lottery Launches New $3 Scratch-Off Game -- Bejeweled!

SCHENECTADY, N.Y. -- The New York Lottery today announced the launch of its new Bejeweled scratch-off game, which has more ways to win than any other New York Lottery scratch-off game. Bejeweled offers an exhilarating new gaming experience for players with seven chances to win up to $60,000 on the scratch-off ticket, plus a comprehensive online component with additional ways to win cash and prizes. The Bejeweled scratch-off game is based on the ever popular Bejeweled® online game franchise.

The newest New York Lottery $3 scratch-off game, Bejeweled, offers players not only multiple chances to win $60,000, but there is also a digital second chance sweepstakes with a grand prize of an all-expense paid trip to New York City, and a chance to win $1,000,000, plus play-for-fun elements on the Bejeweled microsite at

“We believe this game will attract new players who are highly engaged with the digital world. These new players, as well as current Lottery players, will want to get in on the excitement of this new multi-faceted game with the scratch-off ticket, plus the fun and entertaining online components,” said Gardner Gurney, Acting Director of the Division of the Lottery.

The Bejeweled scratch-off game (see attached copy of the ticket) launched May 27, along with the corresponding microsite at On the microsite, players can enter the second chance sweepstakes, play a special edition of Bejeweled to compete with other Lottery players for a spot on the leaderboard, and enter a code redeemable for free coins on the Bejeweled Blitz online game on Facebook. Players can use those Bejeweled Blitz free coins to get the exclusive New York Lottery “Big Apple” Rare Gem. A QR code printed on the back of the ticket and on marketing components, will automatically launch the Bejeweled microsite on a mobile device.

The Bejeweled game is supported through a robust digital advertising campaign, including social media, as well as radio, newspaper, and an impactful out-of-home advertising across the state. The launch advertising campaign for Bejeweled was created by the New York Lottery’s advertising agency, DDB-NY. Bejeweled is a licensed property. The associated logo and the Bejeweled name are trademarks of Electronic Arts, Inc.

About the New York Lottery
The New York Lottery continues to be North America’s largest and most profitable Lottery, contributing $3.17 billion in fiscal year 2013-2014 to help support education in New York State.  The Lottery’s contribution represents 15 percent of total state education aid to local school districts.
New York Lottery revenue is distributed to local school districts by the same statutory formula used to distribute other state aid to education.  It takes into account both a school district’s size and its income level; larger, lower-income school districts receive proportionately larger shares of Lottery school funding.

About the New York State Gaming Commission
The New York State Gaming Commission regulates all aspects of gaming and gambling activity in the state, including horse racing and pari-mutuel wagering, class III Indian gaming, video lottery terminal facilities at race tracks, the state lottery and charitable gaming.

About DDB
DDB Worldwide ( is one of the world's largest and most awarded advertising and marketing networks. In 2012 DDB was named Advertising Network of the Year by Campaign, as well as Agency of the Year and Digital Agency of the Year by Strategy magazine. At the prestigious 2013 Cannes International Festival of Creativity, DDB won 93 Lions, the most ever for the network. In addition, The Gunn Report has listed DDB as one of the Top 3 Global Networks for 12 of the last 15 years. The agency's clients include Volkswagen, McDonald's, Unilever, Mars, Johnson & Johnson, and Exxon Mobil, among others.

Founded in 1949, DDB is part of the Omnicom Group (NYSE) and consists of more than 200 offices in over 90 countries with its flagship office in New York, NY.

About Omnicom Group Inc.
Omnicom Group Inc. (NYSE-OMC) is a leading global marketing and corporate communications company. Omnicom’s branded networks and numerous specialty firms provide advertising, strategic media planning and buying, digital and interactive marketing, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 100 countries.
For further information on Omnicom and its brands, please visit
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