35 PUBLIC GAMING INTERNATIONAL • JULY/AUGUST 2025 effective. In Arkansas, which has one of the longest-running loyalty programs in the country, we used lookalike modeling on platforms like Meta to find potential players who resembled our current audience. That campaign led to a 4% bump in registrations — which is significant in a mature market. And then there’s affiliate marketing. In Pennsylvania, for example, we work with retail partners and approved vendors to deliver exclusive offers. When jackpots rise, we’ve seen a 7% increase in first-time depositors through that affiliate channel. The key is to use every touchpoint — email, events, CRM, digital marketing, affiliates — to meet players where they are and guide them toward deeper engagement. It’s not just about driving transactions; it’s about building a long-term, responsible relationship with the player. G. Corbin: We all want retail to grow alongside iLottery — not be cannibalized by it. Stephanie, thinking back on your iLottery launch, what are two or three things you underestimated at the time but now recognize as absolutely critical? S. Weyant: First and foremost — talk to other lotteries already in the iLottery space. When we launched, there were only three: Michigan, Kentucky, and Georgia. Now there are a dozen, each with different models, lessons learned, and best practices — and that collective knowledge is incredibly valuable. Also, lean heavily on your technology partners. They've supported multiple launches under all kinds of circumstances and can guide you through the process. Just look at how quickly and effectively states like Virginia, North Carolina, and Kansas have launched — they’re clearly applying everything learned from earlier implementations. This is a big undertaking, so don’t hesitate to ask for help — from peers, vendors, or anyone who’s been through it. The shared wisdom in this industry is one of its greatest strengths. G. Corbin: Final question for this incredible panel — and we’ll start with you, Durba. Looking three years ahead, what do you think we’ll see in iLottery, and what would you like it to look like? D. S. Roy: Three years is a long time in this space — just look at how far we’ve come in the last three. As Srini observed in his keynote, we’re now building specialized applications powered by AI that are transforming how we capture, organize, and analyze data. This isn’t theoretical — it’s happening right now, and consumers are learning to expect this level of intelligence across all digital experiences. Other industries — insurance, retail, e-commerce — are already using AI to enhance risk modeling, KYC, and CRM. The beauty is, we don’t have to build it all from scratch. We can adopt proven best practices, be smart fast-followers, and apply them to our space. But we can’t afford to wait — casinos, sportsbooks, and iGaming platforms are already investing heavily to raise the bar in personalization and player engagement. Another shift we’re seeing is that lotteries want to own the entire consumer journey — not by writing code themselves, but by focusing on the competencies that deliver strategic value. The enterprise does want to control the architecture as that is how you identify where automation drives ROI, where to innovate, and where outsourcing makes sense. That kind of smart, integrated strategy is where iLottery is headed — and it’s coming fast. R. Wesley: It’s now clear that meeting modern consumer expectations requires advanced technology. It is exciting to see how the industry has started to adopt a mind-set and culture that supports a long-term sustainable growth strategy. S. DeHaven: I couldn't agree more. We are not seeing a dramatic overnight shift, but the evolution is well underway — and it’s gaining momentum. It was a huge deal when the Michigan Lottery hit 30% of online sales being on the mobile. Now, ten years later and it is 97% mobile. This shift has major implications for platform design. We need platforms that can keep pace. They’ll need to deliver even faster speed to market, because when states ask for revenue, they want it yesterday, not next year. That’s where modular architecture becomes essential. It lets us move quickly, scale efficiently, and integrate new components — whether it’s payment options, marketing tools, or AI powered personalization engines and segmentation — without a complete overhaul. In short, our platforms must evolve in real time, adapting to player behavior, market demands, and emerging technologies. We're not just building for today — we're building for what's next. G. Corbin: One of my big takeaways from this discussion is the idea of the platform not just as a static system — but as an evolving framework, one whose purpose and components grow over time. Stephanie? S. Weyant: Absolutely. If we think in terms of that evolving framework, I hope the next three years bring the full breakdown of any remaining silos between iLottery and retail. Whether it’s payments, gameplay, or CRM, players should experience one seamless, friction-free journey — just like the Starbucks app example Mike Cardell mentioned earlier. The data is clear: players who engage both online and at retail are more valuable. They’re more engaged and more satisfied. So we have to put the player at the center, invest in the right technology, and make it easy for them to enjoy the full lottery experience — wherever they choose to play. G. Corbin: Thank you, Stephanie. Amy — wrap this up. A. Warner: I completely agree. Just three years ago, cloud and AI weren’t even part of our everyday iLottery conversations. Now they’re front and center. CRM and predictive analytics are evolving fast, and all of these capabilities need to be integrated into a true omnichannel player experience. Think of the entire ecosystem — from digital wallet to marketing — dynamically configuring itself around the player. Their needs and expectations are evolving too. Let’s just make sure we connect with them on their terms and exceed their expectations. G. Corbin: Thank you, Amy — and thank you to all our panelists. This conversation reminds me that it really does take a village. The progress we've made in iLottery — and the potential still ahead — comes from this collaborative effort between lotteries and vendor partners. Whether you’re already deep into iLottery or just beginning to explore it, today’s discussion shows how important it is that we keep working together to deliver the best for our players, our retailers, and our beneficiaries. So please join me in giving this exceptional panel a huge round of applause — thank you all! n
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