NYL Instant Games are introduced every six weeks at varying price points, with over 40 games at any time at retail. Our challenge with “Stacks of Cash”, a $10 game with a $3 million top prize, was to ignite the interest of the infrequent player, who don’t typically play the higher price games. The “Illusionist” TV spot was developed to engage infrequents to overcome the barrier of the $10 price by focusing on the experience of winning large sums of money and reminding them in a funny and entertaining way that they have to be in it to win it.