Moving North Carolina Students Forward
Terri Rose, Chief Brand Officer, North Carolina Education Lottery
Terri Rose, Chief Brand Officer of the North Carolina Education Lottery, discussed the rebranding of their “Play Smart” responsible gaming program due to low awareness and misconceptions among players and retailers. The Lottery launched a new, engaging microsite in August featuring videos, games, and loyalty rewards to make responsible gaming information more accessible and entertaining. This revamped strategy has tripled website visits, improved player engagement, and provided retailers with better tools to discuss responsible play without alienating customers.