I would use the Autoscroll script that comes with AE. Just type it into the effects pane and it will pop up. I would create a a precomp that is long enough vertically to fit all the words you want to scroll. nest that inside a main cpmp and mask around the visible word so only it shows. then just animate the scroll speed parameter when you want it to do the "jackpot effect." Lastly turn on force motion blur for the layer and the comp and you should have it.