Forget The Greeting Card, Just Buy Them A Scratcher
Brightstar Lottery and Avanti inked a deal to turn a greeting card business into lottery games, and I have some ideas
2 min
As you may have heard, Brightstar Lottery recently signed a five-year deal with Avanti Press to turn Avanti’s greeting cards into lottery games.
If you don’t know Avanti, you’ve definitely seen their cards. They’re a Detroit company that’s been making those “hilarious” photo greeting cards since 1980. They’re the ones with dogs wearing party hats, brown bears barbecuing, cats eating pizza. They call it “Feel Good Funny” humor.
And Brightstar? They’re a full-service lottery provider, making scratch-off tickets, draw games, and digital lottery games. They already have licensed games featuring Elvis, Marilyn Monroe, Wheel of Fortune, and more, so this isn’t their first rodeo with branded content.
The idea here makes perfect sense, I guess. Avanti has thousands of these funny animal photos and vintage Americana stuff with bright colors and clever wordplay. Brightstar’s going to turn it all into lottery games. I’m picturing a scratch-off with a dog staring at a birthday cake through a bakery window with the tagline “Restraint is overrated” (that’s an actual Avanti card). Scratch off three cupcakes, win $50.
To be clear: It appears (or at least I’m guessing) that the scratch-off ticket is going to be the greeting card in this deal. You buy it, you give it, they scratch it. Happy birthday, hope you win something.
So let’s take it step further, m’kay? Let’s turn all greeting cards into lottery games. Are you listening, Hallmark?
Like …
Bar Mitzvah: “Mazel Tov! Scratch off three Torahs and win chai thousand dollars.” Today you are a man. Possibly a rich man.
Sympathy: You’re already giving someone a card because something terrible happened. Why not give them a chance to win some money while they’re grieving? “Sorry for your loss. Here’s a scratch-off ticket. Maybe things are looking up?” Match three lilies, win $500. Help offset the funeral cost, at least.
Get Well Soon: “Hope you feel better! Scratch off three thermometers for a chance to pay your hospital bill!” Nothing says “I’m thinking of you” like a 1-in-4-million chance at covering the deductible.
Thinking of You: “Just thinking of you! Scratch to see if I’m thinking of you to the tune of $100!” No reason. Just wanted to say hi. And possibly make you a winner. This one actually makes sense, by the way. Sorry about that. Keep reading.
Sister-in-Law Birthday: You know, for when you need to acknowledge she exists but you’re not quite sure what her interests are. The greeting card industry already has these. “For a wonderful sister-in-law on your special day!” Now it’s a scratch-off. She can’t be mad if she wins $20.
Congratulations on Your Promotion: “You’re moving up! Scratch off three briefcases to see if you won enough to actually pay off those student loans.” (Spoiler: You didn’t.)
Retirement: “Congratulations on 40 years of service! Scratch to see if you can actually afford to retire!” (Spoiler: You can’t.)
New Baby: “It’s a boy! Scratch off three storks to see if you won college tuition!”
Divorce Congratulations: “You’re free! Scratch to see if you won $10,000 to start your new life!” Comes with a Tinder sub.
Happy Anniversary: “Another year together. Scratch off three wedding rings to win $5,000!” Get your wife this, and next year you may get that “Divorce Congratulations” from above.
