www.PublicGaming.com MAY/JUNE 2025 Mastering Momentum: Staying Proactive Amid Regulatory, Consumer, and Technological Shifts Frank Suarez President & Chief Executive Officer, Connecticut Lottery Corporation (CLC) Samuel Awuku Member of the Ghanaian Parliament Formerly Director General of the National Lottery Authority (NLA) of Ghana How an industry-wide effort culminated in the launch of the new Mega Millions® Game Digital Lottery and the Player Journey: CONTENT
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4 PUBLIC GAMING INTERNATIONAL • MAY/JUNE 2025 Publisher & Chief Executive Officer Paul Jason pjason@publicgaming.com President Susan Jason sjason@publicgaming.com Brand and Design Dan Eggers Design Honored Founders Doris & Duane Burke Subscriptions United States: $145 USD Canada & Mexico: $160 USD All other countries: $225 USD For email address changes, subscription requests and requests to be placed on our e-Newsletter distribution list, e-mail Susan Jason at sjason@publicgaming.com Contact Information PGRI, Inc. 1769 Flagstone Terrace, The Villages, FL 32162 PublicGaming.com T: +425.449.3000 F: +206.374.2600 Public Gaming International Magazine Published six times a year and distributed to readers all around the world. Electronic version is e-mailed and is also available on our news website: PublicGaming.com May/June 2025 Volume 54, Issue 3 ©2025 all rights reserved. Public Gaming Research Institute cISSN: 1042-1912 10 MASTERING MOMENTUM: STAYING PROACTIVE AMID REGULATORY, CONSUMER, AND TECHNOLOGICAL SHIFTS Frank Suarez President & Chief Executive Officer, Connecticut Lottery Corporation (CLC) 16 DIGITAL LOTTERY AND THE PLAYER JOURNEY: CONTENT TO ATTRACT THE NEXT GENERATION OF ONLINE PLAYERS, DRIVE GROWTH, AND RETAIN PLAYER LOYALTY Moderator: Randy Spielman, Chief Product Officer, North Carolina Education Lottery Brad Cummings, Chief Executive Officer, EQL Games Alex Green, Vice President Games, ZEAL Network Mike Lightman, Chief Commercial Officer, Instant Win Gaming (IWG) Frank Suarez, President & Chief Executive Officer, Connecticut Lottery Corp. Peter Sullivan, Senior Vice President Lottery, DraftKings 14 ENGAGING OUR POLITICAL STAKEHOLDERS IN THE MISSION TO SUPPORT LOTTERY AND SERVE SOCIETY Samuel Awuku Member of the Ghanaian Parliament Formerly Director General of the National Lottery Authority (NLA) of Ghana CONTENTS MAY/JUNE 2025 FEATURED INTERVIEWS FEATURED ARTICLES
6 PUBLIC GAMING INTERNATIONAL • MAY/JUNE 2025 Visit Our Family Of Websites PublicGaming.com industry news & information PGRITalks.com videos of conference presentations PublicGaming.org PGRI conference information PGRIDigitalLibrary.com magazine archive of past issues PGRIDirectory.com listing of lotteries and vendors PGRIAwards.com Showcase of industry honorees recognized by the Lottery Industry Hall of Fame PGRI Lifetime Achievement Award Sharp Award for Good Causes Lottery Industry Statesman and Stateswoman Award Rebecca Paul Mentorship Award Collaboration Award Subscribe To Our Free Digital Newsletters Receive our daily newsletters at no charge, published 5 times a week to bring you the latest breaking news in the global lottery industry. Send an e-mail to: sjason@PublicGaming.com with “add to Daily Digest list” in the subject line. FEATURED ARTICLES CONTINUED 8 FROM THE PUBLISHER Paul Jason 38 SCENES FROM PGRI SMARTTECH FORT LAUDERDALE CONFERENCE: Photo Collage 41 SCENES FROM EL/WLA MARKETING SEMINAR: Photo Collage 44 PULSE OF THE INDUSTRY: Synopsis of recent gaming industry news 50 THE EUROPEAN COURT OF JUSTICE HEARING CONCERNING THE LOSSES OF GERMAN LOTTOLAND PLAYERS TO CLARIFY THE RULE OF LAW IN GERMANMALTESE DISPUTE VLAEMMINCK.law DEPARTMENTS 18 ARE WOMEN AND OLDER AMERICANS FINDING OTHER THINGS TO DO IN PLACE OF LOTTERY? Simon Jaworski, Chief Executive Officer, Lotto Research 22 HOW CRM IS MAKING A DIFFERENCE FOR 11 U.S. LOTTERIES: THE POWER OF BUILDING PERSONAL RELATIONSHIPS WITH PLAYERS SCIENTIFIC GAMES 25 ADAPTING TO THE MODERN RETAIL LANDSCAPE POLLARD BANKNOTE 26 HOW AN INDUSTRY-WIDE EFFORT CULMINATED IN THE LAUNCH OF THE NEW MEGA MILLIONS® GAME 30 THINKING OUTSIDE THE BOX AT RETAIL Simon Butler, Abacus Lottery Anywhere 32 THE IMPORTANCE OF A STRONG EINSTANTS GAME PORTFOLIO IN DRIVING EINSTANTS SUCCESS Alex Green, Vice President - Games, ZEAL 18
8 PUBLIC GAMING INTERNATIONAL • MAY/JUNE 2025 From the Publisher Our “Pulse of the Industry” section offers a succinct yet substantive digest of the key developments shaping the world of lottery and games of chance over the past six weeks. For the full roster of original articles and unedited news items, visit our news website at PublicGaming.com. A big theme in recent weeks has been the surge in regulatory momentum aimed at bringing greater coherence and oversight to a rapidly evolving games-of-chance landscape. In the U.S., lawmakers are moving to curtail so-called “Sweepstakes” — a category of promotional games that deliver both gambling and non-gambling experiences. The main idea advanced by Sweepstakes operators is that the presence of a non-gambling option somehow exempts the enterprise from gambling regulation and taxation. Fortunately, legislators are increasingly rejecting this lame argument. A similar logic underpins the operation of “gray market” electronic gambling machines, which likewise offer both monetary and non-monetary outcomes. Here, however, the regulatory push has met more formidable resistance. Trade groups representing taverns, convenience stores, and internet cafés have proven more adept at lobbying than their Sweepstakes counterparts, as evidenced by a pattern of legislative inertia—even in the face of clear violations of statutory gaming frameworks. Our two feature interviews come from opposite sides of the globe. Frank Suarez has been in the thick of the U.S. iLottery world for over ten years and with three different state lotteries. As many U.S. lottery directors are now navigating the pathway towards regulatory approval for iLottery, Frank’s insights, rooted in real-world experience, serve as a valuable guide for industry leaders who are working to build out a successful digital lottery agenda. Sammi Awuku was the Director General of Ghana’s National Lottery Authority for four years just prior to being elected to the Ghanaian Parliament. I connected with Sammi at the EL/WLA Marketing Seminar in Barcelona where we discussed the essential role of political advocacy in protecting the public interest in lottery policy. As Sammi explains, public lotteries are not merely revenue engines — they are public trust institutions designed to return social as well as economic value to the communities they serve. His leadership underscores the vital role political stakeholders must play as partners in the mission of government lottery. Thank you, Sammi, for your dedication and relentless drive to support the good causes supported by Team Lottery. And wow: With an assist from Michelle Carney at IGT, Joshua Johnston, the Director of the Washington Lottery and Lead Director of the Mega Millions Consortium, delivered the most engaging presentation ever at the PGRI Smart-Tech Ft Lauderdale conference. Describing the industry-wide collaboration to launch the Enhanced Mega Millions® game, the live performance was so fun but it was also information-dense. It is an amazing story about harnessing the full spectrum of modern promotional tools, methods, strategies, and cross-jurisdictional teamwork to orchestrate a comprehensive marketing campaign. So I asked them to turn the presentation into an article which you will find on page 26. Thank you, Joshua and Michelle! CRM is rapidly becoming the competitive differentiator that pulls together so many of the incredible advances of the last ten years. Data-science and analytics combine with Players Clubs, Loyalty Programs, and next generation personalization to transform our connection to the consumer. Thank you to Scientific Games for a tutorial on CRM (Customer Relationship Management) which is so vital to player retention going forward. We know that retailers are transforming the way people shop. And Abacus Lottery Everywhere is leading the way toward lottery retail modernization. Congrats to Abacus and Matt Strawn and the Iowa Lottery for the successful launch of in-lane lottery purchases! The explosion of eInstants has inspired Zeal to develop a strategic portfolio management approach towards optimizing the whole experience for the most diverse group of online play styles and preferences. Retail continues to be the face of lottery to the consumer. The goal continues to be to convert that “moment of truth” when the shopper is walking towards the counter to check out into a decision to play the lottery. Enter the DMB. Read the Pollard Banknote manifesto on Digital Menu Boards to learn about the strategies to turn the in-store shopping experience into a lottery-playing experience. Germany thinks it should have the right to determine the rules that govern gambling and lottery within its borders. Malta thinks it has the right to export online gambling into all European Union markets with impunity, and in violation of those jurisdictional laws. The object of attention is Lottoland but the dispute is over who has the right to decide the regulatory framework that governs the games-of-chance sector. Read Philippe Vlaemminck and colleagues’ take on this controversy on page 50. Lastly, check out the first part of the panel discussion held at PGRI Smart-Tech on iLottery CONTENT. This article concludes on PublicGamingc.com website. Next up in September is the seminal event of the year for North American lotteries: the NASPL conference in Niagara Falls. And right after NASPL is the EL Congress in Bern Switzerland. And then we’ll see you at the PGRI Smart-Tech Conference in Nashville the first week of November. See NASPL.org, European-Lotteries.org, and PublicGaming.org or PublicGaming.com for updates, registration, and more information. Paul Jason, Publisher Public Gaming International Magazine
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10 PUBLIC GAMING INTERNATIONAL • MAY/JUNE 2025 Mastering Momentum: Staying Proactive Amid Regulatory, Consumer, and Technological Shifts Frank Suarez President & Chief Executive Officer, Connecticut Lottery Corporation (CLC) Paul Jason: How is the Connecticut Lottery different from your previous two lotteries? Frank Suarez: The CLC (Connecticut Lottery Corporation) is quite different than any other lottery in the country in that we have a regulator and are treated just like any other gaming operator. Lotteries are typically self-regulated. While all lotteries are ultimately accountable to political bodies like gaming commissions, state legislatures, the governor’s office, etc., they typically don’t fall under the same regulatory structure as commercial gambling entities. The CLC, however, holds a master wagering license, just like the two casinos and online sportsbooks in the state. All of our employees are occupationally licensed, and if the regulator finds an issue, we can be warned, fined, or even have our license revoked — just like a private operator. I don’t know if that means we are held to a higher standard than other lotteries. It’s just that the nature of oversight and the way corrective actions are taken is fundamentally different. For one thing, our operations are subject to greater transparency and public accountability. PGRI INTERVIEWS PGRI INTRODUCTION: Frank was appointed to lead the Connecticut Lottery on August 1, 2024. He brought with him a wealth of experience and a strong track record of success in the lottery and gaming industry. With over ten years of progressive lottery leadership roles, including seven years with the North Carolina Education Lottery as Deputy Executive Director of Brand Management and Communications and then as Executive Director of the DC Lottery for three years. Under Frank’s leadership, the DC Lottery saw significant increases in revenue and profitability for iLottery and sports betting through innovative strategies and effective management. During his tenure at the DC Lottery, Mr. Suarez directed a remarkable turnaround in sports betting operations, transforming a loss into profitability in less than a year and establishing the DC Lottery sportsbook as the largest in the District. He also successfully negotiated and led the conversion to a new mobile and online sports betting platform, resulting in an astounding 887% growth in gross gaming revenue within the first 30 days of operation. Frank also helped to revitalize iLottery marketing strategies, launch a new mobile app and expand the DC Lottery’s game portfolio. These efforts led to a 168% increase in gross gaming revenue, ensuring long-term growth and profitability for the iLottery segment. Frank also currently serves as Vice Chair of Multi-State Lottery Association’s (MUSL) Marketing Committee. In addition to his lottery experience, Frank also has extensive private sector experience in Brand Marketing and Management, which includes strategy, planning, product innovation, and promotion, for several national and global brands. He holds a Master of Business Administration (M.B.A) degree from Darden Graduate School of Business Administration, University of Virginia, as well as a Bachelor of Science in Business Administration (B.S.B.A) degree from the Kenan-Flagler Business School at the University of North Carolina at Chapel Hill.
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12 PUBLIC GAMING INTERNATIONAL • MAY/JUNE 2025 Continued on page 34 I would think that since the Lottery is owned by the state, it should be regulated differently from commercial operators. On one hand, the state has every right to expect higher standards. On the other, it should also protect the long-term value of its own asset through the way oversight is conducted. F. Suarez: It’s my role to carry out the intent of the statutes, at the direction of the regulator, and the priorities of our political stakeholders — those who are charged with managing a state-owned asset. What I can do is remind people that the CLC is a public asset that delivers significant economic value to the state, and that we maintain the highest standards of integrity and responsible gaming. That’s when I am correctly reminded that my job is to optimize the Lottery’s performance within the bounds of state laws, regulations, and the guidance of the regulator. And that’s why it is important that we continually reinforce the message that the Lottery is a business that exists to serve the public. We should actively inform the media, the public, our players, and legislators about our mission and our commitment to public service. We must invest in positive, long-term relationships with a broad range of stakeholders, helping them see the value in their own state lottery. This kind of communication doesn’t deliver immediate results. At times, we may question whether our efforts are resonating. But beneficiary messaging is a long-term game — one we must stick with. Over time, people do get it. And when they do, they’ll stand behind us because they appreciate and recognize the good we do in our communities Lobbyists representing other gaming interests sometimes urge legislators to impose stricter limitations on the lottery — restricting online sales, cutting advertising budgets, and more. Is there a process to push back or voice opposition? F. Suarez: It’s not my role to argue or formally oppose legislative decisions. What I can do is provide information. I can highlight that responsible gaming studies consistently show that lotteries operate with greater safeguards than casinos or iGaming platforms. I can also explain the likely impact on state revenues if additional constraints are imposed. But those are only part of a much broader conversation. Many factors influencing political decisions fall outside my purview and control. Ultimately, I serve at the direction of the legislature, and I’m honored to carry out their vision in leading the Connecticut Lottery Corporation. Do you think of iLottery as a separate product category or just another channel of distribution? F. Suarez: I think if you ask different people in the industry, you'll get a wide range of answers. It takes me back to 2014 and the launch of iLottery in Michigan. At the time, I was Deputy Executive Director of Brand Management at the North Carolina Education Lottery (NCEL). Like many states then, NCEL started with subscription draw games. What we learned from Michigan and from one another was that how we defined and classified a game could significantly influence whether it gained legislative approval. It was the same lottery game—just delivered electronically. And that’s exactly what it was. Fundamentally, lottery games are the same whether played online or in retail. But over time, we began to see iLottery not simply as a new delivery channel, but as an extension of the overall lottery experience. The experience of playing online is different from playing in-store. Same game, but a different overall player experience, and a different relationship with the player. That shift in perspective opened the door to innovation. The analog experience offers things that can’t be replicated digitally— like the feel of a ticket, the anticipation of scratching, and the social interactions at retail. But the digital space offers its own unique advantages. Once we embraced those differences, we focused on leveraging the strengths of each channel to deliver the most enjoyable experience—wherever and however people choose to play. We followed a similar learning curve in marketing and promotion. Our goal is to use every available tool to optimize the full player journey. Digital platforms offer new opportunities to understand players through data science and behavioral insights. This allows us to design more engaging games, improve the user experience, and enhance player acquisition and retention. Digital also gives us better tools to support responsible play, helping users set limits and stay in control. The most successful lotteries are those that focus on building omni-channel relationships. We want players to enjoy interacting with the lottery across all platforms. In fact, retail sales in iLottery states are growing faster than the national average, mainly because digital is being used to drive traffic back to retail, and vice versa. Players don’t think in terms of "channels" or "touchpoints"—they’re just playing the lottery. So, the more we integrate those channels into a seamless, friction-free experience, the more we meet players on their terms and make it easy for them to enjoy the game however they want to play. Does the online player expect a different playing experience than retail players? F. Suarez: I’ve found that early adopters— the players who jump into iLottery as soon as it becomes available—tend to be younger, digitally fluent, and expect a seamless, engaging experience. They’re already playing online and social video games, and they bring those higher expectations with them. They expect fast, intuitive registration, smooth navigation, sophisticated graphics, and the same overall quality they get from other digital platforms. So, yes … their expectations differ significantly from the traditional retail lottery experience. More importantly, the early-adopters of iLottery often represent an entirely new audience—one that maybe hasn’t engaged with retail lottery much at all. Think of the Steve Jobs-era Apple UX mindset: it’s not just about functionality—it’s about delighting the user. If you want to succeed as an e-commerce operator, you have to adopt that mentality from day one. It’s critical to meet those elevated expectations right out of the gate. Of course, the landscape is shifting across all demographics. The expectations of older consumers and traditional lottery players have been shaped by their digital experiences—shopping on Amazon, streaming content, and managing their banking “We began to see iLottery not simply as a new delivery channel, but as an extension of the overall lottery experience”
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14 PUBLIC GAMING INTERNATIONAL • MAY/JUNE 2025 Continued on page 20 Engaging our political stakeholders in the mission to support lottery and serve society Samuel Awuku Member of the Ghanaian Parliament Formerly Director General of the National Lottery Authority (NLA) of Ghana Paul Jason: You recently relinquished your role as Director General of the National Lottery Authority (NLA) when you were elected to the Ghanaian Parliament. But are you still involved in shaping public and regulatory policy that relates to the lottery? Samuel Awuku: Yes. After serving three and a half years as Director General of the NLA, I have become quite passionate about issues concerning the lottery. The lottery channels tremendous economic benefits to our country, funding programs that might not otherwise receive funding. The NLA contributes to the consolidated fund that supports housing, health, and education. My current position puts me in an even stronger position to strategically advocate for reforms and influence the shape of public policy in ways that benefit the people of Ghana. For instance, one of the reforms PGRI INTERVIEWS PGRI INTRODUCTION: Samuel Awuku was appointed Director General of Ghana's National Lottery Authority (NLA) in August 2021. He resigned from the NLA in January 2025 after being recently elected to the Ghanaian Parliament. Samuel met with Paul Jason at the EL/WLA Marketing Seminar in Barcelona to discuss the importance of political advocacy in defending the interests of lottery, society, and consumer protection. During his tenure, Mr. Awuku’s visionary leadership garnered the NLA significant regional and international recognition. He became the first-ever Anglophone Vice President of the African Lotteries Association (ALA) on 8th March 2024, positioning the NLA as a key partner for other African lottery bodies, such as those in Ivory Coast and Nigeria, where the NLA’s games were exported, generating substantial revenue. Samuel is credited with transformational leadership in regulating consumer promotion through the NLA’s Caritas Lottery Platform, contributing to communities and institutions via the NLA Good Causes Foundation, and significantly improving staff welfare. Under his direction, and with support from the NLA Governing Board and Management, the Authority enhanced its business operations by remodelling its Draw Studio, acquiring stateof-the-art draw machines, attaining WLA Level 2 Certification in Responsible Gaming, and spearheading innovation and digitalization across various operations. Samuel was awarded the prestigious Public Sector CEO of the Year Award at the 8th Ghana CEO Summit and Excellence Awards, marking his second consecutive win. Samuel holds a Bachelor of Laws (LLB), an LPC/LLM in Professional Legal Practice, and a Graduate Diploma in Law from the University of Laws, United Kingdom. He was called to the Ghana Bar in October 2023 and is a Barrister at law. Samuel also holds an Executive Education Certificate in Public Leadership from the Kennedy School of Government of Harvard University, USA, Postgraduate Certificates in Public Administration and Advertising, Marketing and Public Relations from the Ghana Institute of Management and Public Administration (GIMPA) and the Ghana Institute of Journalism respectively, and a Master of Arts in International Relations from the Freie University, Berlin, Germany. Samuel's journey is a masterclass in dedication and relentless drive. If you want to be inspired by an account of what one person can accomplish at the age of 41 years, visit the Sammi Awuku Foundation website at SammiAwuku.org: “Our mission is not just to alleviate immediate challenges but to create lasting generational change. Your support will empower over 20,000 underprivileged students, struggling farmers, and underserved communities, ensuring they can access better opportunities and brighter futures.”
15 PUBLIC GAMING INTERNATIONAL • MAY/JUNE 2025 Join us in historical city of Bern, Switzerland, from 14 to 17 September 2025 for the lottery event of the year – the 12th EL Congress and Trade Show! Hosted by Loterie Romande and Swisslos with the support of EL Partners, this year’s edition will bring together industry leaders and experts in the field. Under the theme "Building a Better World", the Congress will explore the future of lotteries in an evolving world. Through navigating new challenges and opportunities, EL and its members remain committed to their core values of forward thinking, sustainability and integrity which will be reflected in the official business programme alongside key topics such as responsible innovation and addressing regulatory affairs. The 2025 EL Advertising Awards will celebrate excellence in lottery advertising, while the Trade Show will showcase cutting-edge products and services. Set in the heart of Switzerland, Bern provides the perfect backdrop for the Congress. As a UNESCO World Heritage Site with a strong commitment to sustainability, the city reflects EL’s dedication to shaping a responsible and forward-looking future. Join us as we unite to build a better world — for society and for future generations. Register today to secure your place! Visit the EL website for all information about the Congress, updates and how to register: https://www.european-lotteries.org/events/12th-el-congress-2025 The Congress and Trade Show takes place at the Kursaal Bern. Participants are encouraged to go green and use Switzerland’s excellent public transport network to get around. On the occasion of the Congress, the EL General Assembly will take place on 17 September 2025 with elections for the new EL Executive Committee. ‘’Building a better world’’ 12th EL Congress and Trade Show 2025
16 PUBLIC GAMING INTERNATIONAL • MAY/JUNE 2025 Randy Spielman: When we launched Digital Instant Games at the North Carolina Education Lottery about 15 months ago, it flipped our world—in the best way possible. We instantly went from being in the lottery business to also being in the content business overnight. A digital game portfolio isn’t just about more games introduced at a faster pace, it’s about the right games or mix of games that attract and retain specific segments. So thank you all for joining us today to talk about the art and science of developing and Marketing great digital game content. First up, let’s get to know our panelists. Pete? Peter Sullivan: Thanks, Randy. Jackpocket is the largest lottery courier operator in the U.S. There’s been some noise lately—not so much about the courier model itself, but about bulk ticket purchases by syndicates. I just want to emphasize that Jackpocket has never been involved in any bulk buying. Some fringe operators exploited automated ticket-processing tech, and that’s what allowed the bulk-buying to occur. We’ve always enforced strict purchase caps for individual users which completely disables bulk-purchasing from being possible with our product. Our goal now is to rally the industry around clear, enforceable standards for lottery couriers that reward good actors and kick the bad ones to the curb. Jackpocket was built on a foundation of integrity, transparency, and collaboration with state lotteries. We’re here to serve the mission of state lotteries — promoting responsible play, supporting good causes, and earning player trust. We provide a convenient way for players to order official lottery tickets and we offer an extra digital touchpoint that deepens engagement. Like everyone here, we’re constantly learning more about player behavior and how to enhance the player experience. Brad Cummings: At EQL Games, we’re a game development studio first and foremost — with a strong catalog of in-house content PANEL DISCUSSION Following is an edited transcript of a panel discussion held at PGRI Smart-Tech Conference in Ft. Lauderdale on March 5. Digital Lottery and the Player Journey: CONTENT “We live in an age of endless content that has shaped what people expect from everything, including lottery.” How are iLottery games evolving to appeal to the next generation of online players, drive growth, and retain player loyalty in the face of intense competition from other online gaming options? MODERATOR: Randy Spielman, Chief Product Officer, North Carolina Education Lottery PANELISTS: Brad Cummings, Chief Executive Officer, EQL Games Alex Green, Vice President Games, ZEAL Network Mike Lightman, Chief Commercial Officer, Instant Win Gaming (IWG) Frank Suarez, President & Chief Executive Officer, Connecticut Lottery Corp. Peter Sullivan, Senior Vice President Lottery, DraftKings Continued on page 36
18 PUBLIC GAMING INTERNATIONAL • MAY/JUNE 2025 Probably the most important factor when companies consider their future sales strategy is ‘are we attracting the next generation of consumers?’. And 99% of the time they would be correct. It’s logical. You want to grab the 18-34 year-olds before they enter their ‘prime’ earning and spending years. However, for the Lottery industry there appears to be other issues that may require a little TLC (Tender Lottery Care) to potentially alleviate declines in both activity and sales among some key, but often ignored, demographics in the landscape of these United States. To understand what has been happening over the past eighteen months or so, I present to you, dear reader, a battery of statistical evidence that sheds light on what the Dorothy, Blanche, Sophia, Rose and Frank Costanzas of this world are currently doing, instead of purchasing a $5 Crossword scratch-off. 1. Older Americans are enjoying travel again. Yes, we’re five years removed from COVID, and Americans have been slowly gathering the moxy to head out on vacations again, and they’re doing that en masse. Younger Americans were quicker on the uptake to start flying and vacationing again. But based on key national data comparing Q4 2023 and Q4 2024, we saw the percentage of Americans aged 55+ increasing travel as a preferred activity up from 43% to 49%. Travel as the ‘most preferred’ activity of Older Generation Xers and Boomers has also risen significantly, from 12% to 19%. These trends may affect lotteries in at least a couple ways. First, if a larger portion of disposable income is spent on travel, that leaves less to spend on that $5 Mega Millions ticket on their latest grocery store trip. Second, going on vacation can potentially break a habit. Lottery is often referred to as an habitual purchase, and it doesn’t take too long to break a habit if something else comes to replace that habit. That leads us to … 2. American women are turning more to playing social games on their phones. A recent survey in a Midwest state shows that women are choosing to utilize their iPhones and Androids more often for relaxation, at significantly higher levels than men. Social non-money games can deliver the feeling of “winning” and they are easy to play from anytime, anywhere. These games can include, but are not exclusive to, the likes of Candy Crush, Words with Friends, Solitaire, Digital Jigsaw Puzzles, Mahjong, Trivia and Crosswords. The playing experience of some of these games can be construed as direct competition for Instant Scratch games with similar themes. We have seen similar trends with younger males and sports betting. 3. The Economy and Winning. In another recent survey conducted by Lotto Research, Americans whose spend or play has declined over the past twelve months focused on two reasons for reducing their Lottery spend. 60% claimed ‘financial/cost of living issues’ was a key factor, while 38% stated that ‘not winning enough’ was an influential component. However, among those 65+ year-olds, the number unhappy with the lack of a winning proposition jumped significantly to 55%. How can state lotteries use this information in the short term? How might lotteries, either independently or via their vendors, tap into providing a greater winning experience, even if it is outside of the games they supply? How about crosspromoting with other brands, garnering additional prizes for players, which could strengthen of the two big national brands, Powerball and Mega Millions? Or, maybe there are ways to expand (or create) VIP player programs and offer online experiences via mobile devices to engage with consumers already besotted by their hand held devices? Is a national lottery game, which focuses on non-monetary prizes, akin to a social game, a possibility? With Americans traveling across the country in greater numbers than at any time since 2020, could we find a way to cross-promote between state lotteries, or perhaps loop more directly in with the travel and hospitality sector? The focus of my research has always been squarely on the lottery player — understanding who they are, what motivates them, and how they engage with the product. But as I look ahead, I find myself increasingly drawn to broader consumer trends that, while not directly tied to lottery play, offer insight into the cultural and emotional landscape our players inhabit. These trends tell us more than just how people spend their money — they reveal what they value, what captures their imagination, what they aspire to experience, and even who they hope to become. Some might say that kind of philosophical speculation won’t help sell more lottery tickets. But I believe it’s essential. To connect our product with the lives of modern players, we must understand the underlying hopes and dreams that shape their worldview. The beauty of lottery is that it already lives in this deeply personal space. It’s a product of imagination and possibility — and it has always adapted itself to reflect the desires of its players. I think we need to dig deeper to understand how the world and our consumers are changing over time. Let’s do what lottery has always done — meet our players not just where they shop, but where they live: in their hearts, their minds, their habits, and their lifestyles. Trust me, I’m a researcher Simon Jaworski, Founder & CEO, Lotto Research; simon@lottoresearch.com C: 609-558-1019 ARE WOMEN AND OLDER AMERICANS FINDING OTHER THINGS TO DO IN PLACE OF LOTTERY? Simon Jaworski, Founder & CEO, Lotto Research
19 PUBLIC GAMING INTERNATIONAL • MAY/JUNE 2025 .
20 PUBLIC GAMING INTERNATIONAL • MAY/JUNE 2025 Continued on page 49 I will champion as a member of parliament is for the government to prioritize and direct the NLA to support specific projects in critical sectors like health, education, and youth development. Funds can also be directed toward social interventions for people with disabilities, elderly citizens, and marginalized communities to improve livelihoods or, perhaps, added to the District Assemblies Common Fund to assist Members of Parliament in developing their constituencies with measurable financial targets. If properly streamlined, we can do more with lottery proceeds in Ghana. So, although I am no longer the Director General of NLA, I am in a better position to help influence public policy. It is interesting to think about how the insights gained while directing the operations of the lottery combine with the position to now influence the public and regulatory policies that have such a profound impact on the success of the lottery. S. Awuku: It’s true. I have lived it. I have seen the tremendous good that comes from the lottery; I understand the way the lottery operates, the effects of inadequate regulation of unlicensed operators, and the importance of preserving integrity and stability in the lottery sector. I appreciate what it takes for the lottery to produce the economic benefits essential to good causes and public service needs. Now, I can leverage the knowledge gained by service to the lottery and enter more informed policy positions. As I get to know and become friends with others in parliament and positions of political influence, I share these perspectives and insights gained from my lottery service with the hope that the lottery may gain an even broader base of understanding, appreciation, and political support. I am learning how lottery fits into the broad context of government services and how to empathize with the incredible diversity of government functions and political interest groups. Of course, lottery generates funds that contribute to the budget. However, the mission of working for the benefit of society is too general. Everyone may know that, but they are not necessarily inspired to action because the notion of ‘benefits to society’ is too abstract. We want to make it come alive with more meaning and tangible impact and illuminate what the lottery does for real people with pressing needs. During my tenure as Director-General of NLA, we launched the Good Causes Foundation, which assisted several brilliant but needy students with scholarships, provided educational and health institutions with equipment, and supported communities with skills and vocational training, recreational centres, sanitary facilities, and invested in the arts and culture of the Ghanaian people. Internally, the Foundation supported about 100 Staff across various departments with educational and medical funding. I look forward to a day when people from even the smallest towns throughout our country will experience and appreciate the role of the lottery in providing potable water, educational facilities, and housing for the homeless. If people do not genuinely connect with the material things that the lottery does, then political leaders are less likely to take an interest in it. We need everyone to appreciate the tangible product of the lottery. Are you finding your colleagues in parliament responsive to your expressions of support for the lottery? S. Awuku: There is a wide diversity of issues and interest groups that vie for the attention of legislators. At this point, my goal is to create awareness among my colleagues and help them understand the role of the lottery in our economic development. It is essential to achieve that first, as pushing for political action will not be productive when there is a knowledge gap. This understanding will likely lead people to buy into our mission. Insofar as we want to harness support for the lottery, we need people to appreciate that the lottery provides a safe and secure outlet for playing games-ofchance, protects players from unscrupulous operators, protects society from money laundering, helps to minimize problem gambling, and ultimately exists to serve society. All that and more will further the outcome of channeling economic benefit to good causes. The key to getting support is to raise understanding and awareness. We also need to enforce responsible gaming practices by particularly giving more attention to protecting players from addiction. The mobile phone, for instance, represents a significant challenge because everyone is already addicted to checking theirs every other minute. When we don’t have messages to respond to, we look for diversions like playing games. This addiction to personal technology devices is combined with AI and data science to provide new pathways for operators to deliver the right messages, games and promotional offers at just the right time and in the right way to get one to play and get to play often. We need to protect players by pushing for higher standards from operators in the gaming and lottery industry. The community of lottery operators and trade associations needs to forge relationships with the players and build systems that protect them against problem gambling. Political stakeholders should also be involved in the importance of player protection. For me, this is an even higher priority than maximizing revenues from the lottery. It seems very hard to get legislators to defend the interests of lotteries. S. Awuku: We need to find a way because holding lotteries to a higher standard than other gaming sectors like casinos, sports betting, and online gambling creates an imbalance in the marketplace. If commercial operators are allowed use overly aggressive player acquisition, addictive bonusing, and manipulative engagement tactics to increase revenues, lotteries will be at a competitive disadvantage. Players will migrate to the commercial sector, where player protection is a lower priority, and problem gambling will just get worse. We cannot tackle addiction and protect “If commercial operators are allowed use overly aggressive player acquisition, addictive bonusing, and manipulative engagement tactics to increase revenues, lotteries will be at a competitive disadvantage.” Engaging our political stakeholders in the mission to support lottery and serve society — continued from page 14
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With the world around us shifting continually, staying in touch with your players is crucial. In the U.S., 91% of companies (with 10+ employees) use customer relationship management software, according to DigitalSilk, with 60% of survey respondents indicating that CRM is more important to achieving sales and marketing goals than five years ago. The high adoption rate shows that CRM is now a ‘must-have’ rather than a ‘nice to have’. Forward-thinking lotteries are no exception. They’re using CRM to view player engagement, communicate with their players, optimize the player journey with their brand and nurture player acquisition and retention. Globally, CRM is growing at a rapid pace, fueled by increasing demand for customer relationship management solutions. Scientific Games is leading the charge in the U.S. lottery sector, guiding 11 state lotteries on how to provide seamless retail and digital experiences to drive revenue, enhance operational efficiencies and enhance player relationships and loyalty. “CRM is no longer just a system, it's the heartbeat of personalized connection where data, AI and insight come together to turn every interaction into an opportunity to build loyalty and inspire engagement,” shares Lori Szymanski, Director, Digital Growth Marketing for Scientific Games. Szymanski, who has worked in CRM for nearly a decade, brought her skills to the global lottery company in 2016. Today, she works with a team of experts dedicated to helping lotteries thrive in increasingly competitive markets by leveraging CRM strategies refined through years of industry-specific experience. This tailored approach, honed across numerous lotteries, enables Scientific Games to optimize CRM programs for the lottery industry at scale. Personalized Player Relationships A standout quality of modern CRM is its ability to harness AI and predictive analytics to transform customer interactions into highly personalized and impactful experiences. By centralizing customer data and using intelligent insights, CRM systems can often anticipate player behaviors, preferences and needs before the player expresses them. This enables CRM experts to deliver the right message at the perfect moment, driving deeper engagement and loyalty. “With AI-driven recommendations and real-time personalization, CRM becomes more than just a management tool- it becomes a dynamic engine for creating memorable, data-informed experiences that keep players coming back,” explains Szymanski. The Results of Data-Driven Personalized Player Interactions In calendar year 2024, Scientific Games CRM strategies helped 11 participating lotteries realize an uplift of $42.7 million in retail value of game tickets entered into their loyalty and second-chance programs and an increase of nearly 6.5 million in number of tickets entered in their loyalty and second-chance programs. Participating iLottery customers experienced a 29% year-overyear increase in total wager amount, a 15% uplift in the total number of deposits and a 23% increase in total deposit amounts. The company's targeted acquisition strategies yielded a 20% increase in reach, leading to a 31% boost in player registrations. The strategy drove significant acquisition and cost improvements, including a 42% higher conversion rate from player registration to first-time deposit, a 60% reduction in cost per new depositing player, and a 67% lower cost for driving repeat deposits. “These results of data-driven personalized player interactions highlight our ability to drive substantial player growth and engagement while optimizing our lottery partners' return on marketing investments,” says Szymanski.
CRM Bonus Integration The company also successfully implemented a complete CRM bonus integration, enhancing player retention and activity. “The CRM bonus integration is unique as it connects marketing efforts with player incentives, creating a more engaging and rewarding experience,” she explains. Integrated bonuses allow for datadriven, behavior-based rewards tailored to individual player actions. This approach enables personalization at scale, ensuring bonuses align with player behaviors, while supporting seamless multichannel execution. Segmentation Strategy A standout example of Scientific Games’ CRM success comes from one participating lottery that sought to improve acquisition and retention. The company’s Digital Growth Marketing team implemented a behavioral segmentation strategy focused on past player activity, identifying a key segment of players who had engaged with a specific draw and instant games in the previous 90 days. For acquisition, a targeted marketing campaign using this segment led to an 8% increase in new player registrations, with a 4% rise in registration to ticket purchase. On the retention side, personalized engagement efforts drove a 21% increase in draw game ticket purchases, contributing to an 11% lift in average future value. Investing in Growth The results that Scientific Games is achieving for these 11 U.S. lotteries demonstrate the power of a well-executed, data-driven CRM approach in driving revenue, player acquisition, and long-term loyalty and retention. Looking to the future of lotteries and CRM, Szymanski says, “A modern CRM approach isn’t just built to manage today, it’s built to grow with you. As programs expand and data streams converge, lottery CRM strategies and solutions should adapt to emerging trends like predictive modeling and personalization, turning evolving complexity into strategic opportunities.” 11 Lotteries $241.8 Million Uplift in Online Wagers $42.7 Million Increase in Retail Value of Tickets Entered 583,189 Additional Deposits 6.5 Million Additional Tickets Entered Relationships = More Loyal Players Understanding of Players & Preferences Player Segmentation Player Acquisition & Retention Faster Communication with Player Player Experiences Contact your Scientific Games rep for more information ©2025 Scientific Games, LLC. All rights reserved.
Continued on page 35
26 PUBLIC GAMING INTERNATIONAL • MAY/JUNE 2025 The headlines reflect well-earned excitement over the enhanced Mega Millions® game launch on April 5. This national game, with tickets sold in 45 states, Washington, D.C., and the U.S. Virgin Islands, has been freshly reimagined in response to player research and feedback. “The changes differentiate Mega Millions from other jackpot games in lotteries’ portfolios while maintaining the same simple mechanics that players really like,” said Joshua Johnston, Director of Washington’s Lottery and Lead Director of the Mega Millions Consortium, discussing the changes at PGRI’s recent SMART-Tech conference. “We’ve got a new $5 game with the starting jackpot increasing to $50 million out of the gate. Beyond big jackpots, players told us they want bigger non-jackpot prizes, and that’s exactly what this new game delivers,” he noted. “Now every ticket includes a builtin multiplier feature of 2, 3, 4, 5, or 10X, so there are no more breakeven prizes, and there are better odds and bigger wins: Players who had won $2 in the old game will now take home $10, $15, $20, $25 or $50 under this game. Those who won $500 under the old rules will now take home $1,000; $1,500; $2,000; $2,500 or $5,000. “That’s the kind of value the new Mega Millions will deliver to players HOW AN INDUSTRY-WIDE EFFORT CULMINATED IN THE LAUNCH OF THE NEW MEGA MILLIONS® GAME. COMING TOGETHER TO BRING MEGA VALUE TO PLAYERS
27 PUBLIC GAMING INTERNATIONAL • MAY/JUNE 2025 at every single drawing,” said Johnston. The changes are expected to lead to increased sales for lotteries and more revenue for good causes in local communities around the U.S. COLLABORATING TO REALIZE A SHARED VISION Behind the scenes, scores of lottery employees and supplier staff can now take a moment to step back and appreciate the industry-wide effort that went into bringing the changes to life: From the initial research more than four years ago on a new game construct to the first drawing for the enhanced game on April 8, more than 100 members representing 17 U.S. lotteries successfully carried out workstreams related to the new game’s Governance, Finance, Technology Product & Retail Execution, Sales & Marketing Execution, In-Lane, iLottery, and Public Relations. The launch ultimately encompassed 47 lotteries and many vendor partners, all working collaboratively toward the shared goal. The initial game-change efforts were led by Gretchen Corbin, President and CEO of the Georgia Lottery, during her term as Mega Millions Lead Director. She spearheaded market research to assess player interest in a price-point change and determine which game features would hold the most value for players with minimal impact on other games. She also championed the efforts to develop an inclusive and collaborative project plan and communication process, resulting in the development of subcommittees made up of members from both the Powerball and Mega Millions game groups. In July of 2024, when Gretchen’s term ended, Joshua Johnston succeeded her as Lead Director for the Game Group and the project. “The process of evolving Mega Millions demonstrates how a shared vision can deliver remarkable results that benefit players, lotteries, and retailers,” said Johnston, reflecting on the launch. “Whether designing engaging player materials or creating comprehensive educational kits for retailers and representatives, every detail was carefully planned and executed, ensuring the game’s nationwide rollout was not only smooth but impactful.” Michelle Carney, IGT Vice President of Lottery Marketing, who was chosen to lead project management and game implementation on behalf of the Mega Millions consortium, described the initiative as “an incredible collaboration of stakeholders across the industry. It reflects the passion, creativity, and shared goal of delivering a new Mega Millions experience that excites players and drives growth for lotteries.” RESPONDING TO PLAYER PREFERENCES The new Mega Millions enters the market seven and a half years after its last major game change. The consortium conducted three exploratory studies to test the basis for a $5 game and found that the concept was highly appealing to players. Among the findings, players ranked “the ability to multiply prizes” as the most favorable across all game characteristics tested. They also liked that it was easy to play and simple to understand. “All lotteries think about the diversity of their portfolios,” said Johnston. “The new $5 Mega Millions price point offers players a variety of choices on jackpot games.” THIS ACHIEVEMENT BELONGS TO THE COUNTLESS DEDICATED PROFESSIONALS ACROSS THE INDUSTRY – TOO NUMEROUS TO LIST – WHO CONTRIBUTED THEIR INDIVIDUAL TALENTS AND PASSION TO MAKE THE NEW GAME A REALITY.
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