January 6, 2012

MEGA INITIATIVEMarketing Rollout Strategy

Overview and Objective

2 April 18, 2023 IGT- Confidential

OverviewGetting more players in the casino door is the

primary objective of the MegaJackpots product line.

Today, the MJP portfolio is stronger than ever because of commanding titles, consistently higher game performance and proven longevity

We need to leverage from the success of the “Pop Culture” concept that was launched during G2E and leverage what all our licensed games can offer collectively.

Objective#1 Educate operators about what’s in it for them

#2 Reinforce MJP value props to Sales

#3 Leverage pop culture to drive demand

Rollout Strategy

3

1. External Comms Plan- Pop Culture Campaign

- Demand Generation

- Loyalty programs using marketing dollars

2. Sales Enablement and Communication Tools - Battle Cards

- Webinar – January 30

- Sales Portal w/Denise Lowell messaging

3. IGT Employee Engagement Initiative (to be rolled out

after ICE)

IGT- Confidential March 1, 2011

External Communications Plan

Pop Culture Messaging

• Develop media messages to highlight IGT’s pop culture strategy, success and key games

• Pitch the media

(i.e., trade, mainstream, niche etc. and business, consumer, entertainment etc.)

• Tout performance data

• Gather customer testimonials

5 April 18, 2023 IGT- Confidential

Pop Culture Media Engagement

6 April 18, 2023 IGT- Confidential

Three Channels of Media Engagement

Trade Media

• IGT will target those media that cover the gaming industry

• Global Gaming Business

• Casino Enterprise Management

• Messaging to focus on return for operators and player engagement

Mainstream Media

ConsumerEntertainment

• Messaging to focus on either player engagement, entertainment factor and/or business results and implications

Niche Media

• IGT will target niche media where fans of pop culture, specifically fans of each game title reside.

• Forums• Blogs• Fan sites

• Messaging to focus on individual games and players’ love for games using performance data etc.

CEM Magazine Interview – B2B

• Interview dates: Feb 29 – March 1

• Video interview – CEM and IGT.com

• Magazine/print interview

• Darrel Rodriguez, Boris Hallerbach

• Message: legacy to future with Pop Culture brands

• Publish date – April 1

7 April 18, 2023 IGT- Confidential

MJP Demand Generation• Advertising

−Center Stage (Q1)−WOF Triple Extreme Spin (Q2)

• Direct Mail – Pop Culture

• IGT.com landing pages−Center Stage (Q1), Pop Culture (Q2)

• Digital Media and Social−Big Buck Hunter Online Sweeps (Q3)

• OOH−Ghostbusters (Q2), SATC Fabulous (Q3)

8 April 18, 2023 IGT- Confidential

Center Stage IGT.com and B2B Advertising

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“Incremental” Loyalty Programs

• SATC T-shirt Campaign−Create an SATC Bank destination

of all three SATC games, get a box of t-shirts

• Big Buck Hunter Pro−First 25 installs−$4,000 marketing funds per−IGT online sweeps participation

• WOF incremental−Marketing to fund $2,500 in van

art for casino shuttles

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Sales Enablement and Communication

Monster Wheel Deal 7th month Free Sales Promotion

12 April 18, 2023 IGT- Confidential

DETAILS:• Place an incremental Godzilla or WOF Tpl Spin for 6 Consecutive Months, Get 7th Month Free • Non-WAP Jurs: needs to be incremental to the customer’s floor

MJP Battle Cards/Sales Portal

• MJP Value Props

• Market Conditions

• Best Sales Arguments

• What To Sell

• Qualifying Questions

• Key Differentiators

• Objection Handling

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Pop Culture Fun Facts

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Monthly MJP RTS Sales webinars

Product Literature

Pop Culture Gift for Sales

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iPad Cover themed with IGT

Portfolio/Folder

The Return of Cabinet Line DrawingsMegaJackpots Literature

16November 21, 2011 IGT- Confidential & Proprietary

17November 17, 2011 IGT- Confidential

Dec 2

6Dec

5

Jan

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Jan

23Ja

n 16

We are here!

Jan

30

Feb

6

Dec 1

2Dec

19

Feb

13Fe

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20Fe

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27

week of 12/12/11Pitch doc sent to Licensors

Media list research and development

Pop CultureOperator MarketingLicensorSales Enablement

Licensor Review – 3 weeks needed with Paramount

Jan

9

Timeline

Trend Story kickoff w/PR Team

Develop pitches

Battle Cards messaging completed

Pop Culture National outreach begins 2/6/12

Develop plans

Case Studies

Sales Enableme

nt Continues

Battle Cards Completed1/30/12

Pop Culture Fun Facts implemented

Loyalty Programs implemented

Line Drawings back on product lit

Monster Wheel

Promotion Support