New Hampshire Lottery
Kelley-Jaye Cleland, Chief Product & Program Officer
Last year, we went out to bid for a new iLottery contract, which was awarded to Aristocrat Interactive. That is our largest and most exciting iLottery initiative for 2025. With the new contract, we have some incredible enhancements, such as NeoEngage, which will allow for logic-based, real-time bonus offers, personalization, and more. The CGS will be cloud-based, we will have additional payment methods, and we will be launching a new website, mobile app, and rewards program (website, app, and rewards are through a subcontract with Gambyt and will have a shared CMS). The app will have iLottery play within it, which should help with acquisition and alignment for both retail and iLottery for our players.
We are trying to put the player at the center of the journey and get personal. Players don’t think of iLottery and retail lottery; they think of lottery as lottery. One of our main goals is to provide the player with the ability to purchase and play where they want, how they want, and when they want, and to integrate the two verticals as much as possible. We want to make the journey easy and seamless for our players, while also making it engaging, personalized, and fast.
The end goal of this, as well as one of the goals with our next system contract, is to blur the lines further between retail and iLottery and move toward more automation. That way, the player can purchase at retail with their iLottery wallet. They can validate and claim their retail tickets through the NH Lottery app. They can cash out their iLottery wins at retail and more. Regarding automation, we have a lot of manual processes, from manually creating and updating the weekly top prize report to writing out a player-friendly prize structure for each scratch game on the website—all of these items and others will be automated, thereby reducing manual operations, increasing the cadence of updates to daily or more often, and saving lots of time! The full vision won’t be realized until the new systems contract, but we are steadily moving toward the future state of the NH Lottery.
Kentucky Lottery Corp.
Matt Nichols, Director, Digital Product
In 2025, the Kentucky Lottery will unveil a comprehensive upgrade of our iLottery platform that will transform the player experience. This initiative will modernize the app and browser user interface while bolstering the back end to better support the continued growth of our digital channel. It will position the product for exciting future enhancements, including personalization, new promotional capabilities, and features that will better connect our digital and retail channels. We want to make sure our digital infrastructure is equipped to offer players a seamless and innovative gaming experience that can quickly adapt to the latest advancements in the industry.
Pennsylvania Lottery
Stephanie Weyant, Deputy Executive Director, Marketing & Products
The Pennsylvania Lottery is excited to be working with its business partner, Scientific Games, on an omnichannel Lottery Wallet solution (a.k.a. My Wallet). With My Lottery Wallet, players will be able to play online, cash retail tickets to the wallet, and use the wallet funds to play online or at retail—making it a complete 360-degree solution. We are always looking for solutions to integrate the retail and online channels for players and break down the silos. Players play online and at retail, so we want to make it as convenient as possible for them by offering various integrated payment and cashing options.
Virginia Lottery
Scott Kenyon, Deputy Executive Director of Marketing
We expect to launch online virtual sports in Q2 of CY25. Unlike traditional sports betting, online virtual sports for lottery features 100% simulated sporting events and allows players to place bets on new games every few minutes, with outcomes 100% determined by RNG.
We work to continuously freshen our portfolio of games, providing our existing players with new and exciting ways to engage with us. With virtual sports, we have the opportunity to utilize our online platform to both leverage the growth of our online offerings and attract new types of players. Once we have them registered, our goal is to keep them engaged through other products and promotional offerings.
While there is precedent for this at retail (for example, Xpress Sports offered by the Pennsylvania Lottery), this is a new opportunity in the online space that has not yet been explored by a U.S. lottery.
Atlantic Lottery Corp.
Michelle Paquette, Product Manager, Digital Instants and Bingo
Atlantic Lottery is currently working on a website revamp focused on the online gaming sections: Instant Wins, Bingo, and Casino. Our goal is to enhance the user journey, improve the interface, and provide a better experience for players visiting our website and mobile application. We are focusing on improving the usability and visibility of our products, healthy play features, and local winners.
As we continue to increase our product offerings, players have a more difficult time locating their favorite games and discovering new favorites. Our strategy is to make it easier for players to locate the products they want to play. This has been in the pipeline for many years, and we are happy this project is coming to fruition in 2025.
Loto-Québec
Anne-Marie Voyer, Executive Vice President of Lottery Operations
At Loto-Québec, we are shifting towards iLottery. We feel that there is momentum because lottery plays a major role in player acquisition and engagement in the overall eGaming business. In order to reach the aggressive objectives we set for ourselves, significant efforts are being made toward online lottery: we want to launch high-volume and profitable products, but also engage and retain customers through various e-commerce tactics. We are also benefiting from the retail business as we are betting on a brick-and-click approach to drive player conversion. To do so and to ensure that the teams are heading in the right direction, an organizational structure has been put in place to work and focus on the online lottery.
North Carolina Education Lottery
Randy Spielman, Chief Product Officer
The initiative that we are most excited about this upcoming year is the implementation of the NeoEngage/Bloomreach CDP platform. This initiative will allow us to bring together data across multiple digital player journeys and communicate with players in a much more dynamic and targeted way.
Now that we have added digital instants to our portfolio, it is even more important for us to understand exactly how our players are engaging both online and offline. This brings us much closer to a single view of our players across all of our digital programs and platforms. We will be able to see exactly how players are engaging with our loyalty program, Lucke-Rewards, as well as buying draw game tickets and playing digital instant games online.
There are a couple of main goals for integrating this new platform into our Online Play and Loyalty programs: consolidating our communication platforms and creating a more robust view of our players across our digital platforms. This will help us operate more efficiently through the consolidation of platforms and ultimately lead to more effective digital marketing efforts through a better understanding of our players’ entire digital journey.
Michigan Lottery
Zac Strickler, Director of Digital Operations
Michigan Lottery is undergoing a complete redevelopment of its mobile applications for Apple and Android devices. We compete for market share of customers’ entertainment budgets. In Michigan, there are more mobile app entertainment options than ever before. We need to have a platform that is state-of-the-art and strongly competitive within the entertainment space.
A complete redevelopment allows us to set up better, more scalable coding and logic that will support high-end user experiences. We can remove outdated designs and infrastructure while moving to an improved, seamless experience for all players. The personalization and content management will be much more advanced in order to deliver players a sleeker and more refined journey.
Our goal is to be a leader in entertainment mobile applications, not just in the lottery space. When people talk about their best experiences using entertainment apps, Michigan Lottery should be referenced as an example of a best-in-class app that is fun to use with a great look and feel.