Published: July 7, 2024

Leveraging the power of Brand Lottery

CLICK HERE TO VIEW Moderated by David Barden, CEO of the New Mexico Lottery and President of MUSL Panelists: Stephen Durrell, Executive Director, Kansas Lottery, Jay Finks, Executive Director, Oklahoma Lottery, Norm Lingle, Executive Director, South Dakota Lottery, Bret Toyne, Executive Director, MUSL

Lottery and other major consumer brand managers have long understood the value of collaboration to reinforce the value of the brands and connect with new consumer groups. In recent years, though, Team Lottery has come to appreciate, and learn how to leverage, the relative value of Brand Lottery to increase the ROI and effectiveness of these col-laborations.
Moderated by David Barden, CEO of the New Mexico Lottery and President of MUSL, the panel discussed a broad range of new gaming, branding, and promo-tional initiatives. They focused on how state lotteries working together nationally has enabled collaborations with brands like Dick Clark’s New Year’s Rockin’ Eve, NASCAR, and others.
The panel also shared details of an exciting partnership that’s coming soon with another world-leading brand—the NFL—and highlighted a potential new national game.
In addition to David, the panel consisted of:
Stephen Durrell, Executive Director, Kansas Lottery
Jay Finks, Executive Director, Oklahoma Lottery 
Norm Lingle, Executive Director, South Dakota Lottery
Bret Toyne, Executive Director, MUSL
Introducing the panel, David thanked each member for their contributions to MUSL and for helping to develop the Lottery’s collaborations with big brands nationally. 

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