Alpharetta, Georgia---November 19, 2008---Alchemy3 today announced that it has signed a multi-year agreement to represent the American Music Awards to the lottery category. Created almost 40 years ago, the AMA continues to produce top ratings for ABC-TV.

Lottery players will now be able to win CDs featuring their favorite music artists. And the most exciting part of this game is that lotteries can now offer players VIP trips to Hollywood to attend the American Music Awards. The trips are all-inclusive and even allow players access to VIP red carpet viewing and rehearsals where they can meet and greet music talent.

"This brand is definitely a smart match for our lottery customers” said David Schorr, Alchemy3’s chief executive officer and one of its three founders.

“We know that lottery players love to win unique experiential prizes,” said David McKillips, Vice President of Corporate Alliances for Dick Clark Productions, "and access to the American Music Awards provides lottery players with the hottest tickets in Hollywood—these are prizes that money cannot buy.”

McKillips chose Alchemy3 to represent the AMA because of the company’s strong marketing focus. “Alchemy3 has a select group of brands in their portfolio and we know that they will give our brand the marketing support it deserves in order to make the game a top seller for lotteries.”