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The California State Lottery and Viejas Enterprises will promote each other`s products. The American Indian-owned casino and the state casino announced about a great cross-promotional agreement which was signed on the 31st of January. In fact, financial terms of this deal are not disclosed.
It is for the first time when the California State Lottery has partnership with a casino in the state. Ainsworth stated that the kind of agreement is going to be quite lucrative for both parties. Moreover, he announced that the California State Lottery is fully open to cooperate not only with Viejas but also with other American Indian tribes.
Viejas Casino will launch some new lottery-themed promotions within February (with 22,000 winners between the 1st and the 28th of February). Furthermore, all promotion and advertising is created jointly, when each party lends its brand equity to the other. For instance, a new “Mega 5 Bonus” promotion presupposes that those players, who buy at least a 5 dollars ticket (MEGA Millions ticket) at the county of San Diego, will be able to have a possibility to play online lottery “second chance drawing” and also have some casino bonuses. Actually, this cooperation will take the winning to a new level, giving Viejas Casino Guests and Lottery players new ways to win.