A system, method, and ticket for a lottery player to increase a payout received for winning a lottery game is disclosed. A request to purchase a set of play indicia (e.g. lottery numbers) and to associate the play indicia with a multiplier is received from a player. Data relating to the set of play indicia and data identifying the multiplier are stored in a memory where they are logically associated with each other. A purchase price is determined for the multiplier based upon various factors including the expected value of the multiplier as applied to a lottery ticket. The set of play indicia may be for a drawing-type lottery game and/or an instant-type lottery game and may be defined by characters and/or other representations. The magnitude of the multiplier may be determined at random.