Freedom to choose

Idaho's newest multi-state draw game brought with it some challenges -- most notably, how to distinguish it (and its fairly ambiguous name) from other lotto games in the online mix. Our creative solution? Parlay gameplay options into tenets of freedom. We created eccentric player characters excessively passionate about their freedom. A crowd favorite includes an apple-pie-eating, red-white-and-blue-adorned rocket-snowboarding, freedom-loving player transported by giant eagle. The anthem 'It's a whole lotta America' reinforces the densely patriotic settings while reinforcing the freedom of choosing more numbers, for more millions, more days of the week.