A recent $4.3 million ad campaign from the Ohio Lottery aims to show players how fun and exciting it is to play scratch tickets, even while making no implication as to whether the people in the commercial won anything. Scratch ticket sales in the US totaled $37.5 billion last year, disproportionately from poorer Americans who are playing these instant scratch tickets as a path to wealth. The fact is, even the Lottery realizes that these games are a poor and almost impossible way to achieve wealth, so these ad campaigns are looking to get players to play just for the instantaneous  “buzz” or “high” people can get from these games, which, along with their money, is gone in seconds.

Ohio Lottery Trades the Promise of Riches for the Joy of Instant Gratification