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Winning the lottery is an unparalleled thrill, but what if you could amplify that joy multiple times over? Enter the New York Lottery’s Bonus-X Scratch-Off Games, where players have the chance to multiply their winnings by up to 50 times in January and an astounding 100 times in February. This year’s campaign by McCann New York highlights the 'Bonus Games'—an exciting feature that adds even more opportunities to win big. The only drawback? The fleeting nature of that winning moment, which leaves players yearning to relive the exhilaration again and again. With Bonus-X, the New York Lottery not only enhances the excitement of playing but also redefines what it means to win.

The work can be seen on TV, OLV, OOH, radio, print and in digital coverage across all of New York State, and will be brought to life further with influencer partners, like @NewYorkNico.

“The new Bonus-X tickets let you multiply your winnings up to 100 times, so it’s like winning the lottery over and over again. In our latest ad, our hero sets out to relive the incredible feeling of multiplying his wins by building a time machine made out of common office supplies right in the middle of his office.” - Danny Price, SVP group creative director and Jacopo Biorcio, SVP group creative director