Tiffany Ramsdell, Scratch Product Manager
One of the things we’re most looking forward to in FY 2026 is tapping into local themes that truly resonate with Coloradans. This year, that includes games tied to the state’s 150th birthday celebration, as well as tickets that spotlight our proceeds mission—connecting back to the outdoors and the places where our players live, work, and play. These themes give us an opportunity to tell stories that matter to our audience while reinforcing the Lottery’s impact across the state.
We are also excited about the role licensed properties will play in our portfolio this year. We’re expanding into more linked games that connect players to experiential prizes—like a JURASSIC WORLD second-chance campaign offering a trip to Hawaii and a $1,000,000 JACKPOT CHALLENGE, as well as an Ultimate Dash ticket, where winners will race through a warehouse to fill their carts with prizes. These types of campaigns offer a way to attract casual players and differentiate our offerings in a competitive landscape.
This year, we’re investing in more robust advertising campaigns overall. Our goal is to create higher-impact, statewide campaigns that give key games a strong lift out of the gate and sustain interest over time. These campaigns are structured to work across paid, owned, and earned channels—from traditional media to digital and retail activations.
We’re also bringing back our Winning Country campaign, which was originally launched to support our in-state draw game, Colorado Lotto+. The campaign draws on the beauty of Colorado’s outdoors with a nostalgic, throwback vibe that really resonated with players when it first aired. It celebrates not just the games, but the Colorado way of life, the open spaces, small towns, and everyday moments that make this state special. This year, we’re expanding the campaign to include scratch games, using it as a platform to create a deeper emotional connection between our players, our products, and the places their lottery dollars help protect.