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Twenty-three U.S. directors shared their lottery resolutions for 2025. Their comments reveal an industry-wide focus on driving engagement through modernization and meaningful connections—both with staff and with players.
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Tom Seaver, Colorado
This is going to be another busy year for the Colorado Lottery: system conversion, office relocation, and potentially even some request for proposal (RFP) development. But my resolution really has more to do with our people. They are working their butts off, and I want to spend more time thanking them in person.
We have offices all around the state—from Denver, Pueblo, and Fort Collins on the Front Range to Grand Junction on the Western Slope. Colorado is a big state, and it’s tempting to avoid the windshield-time necessary to get around it all. My long-standing request for a helicopter to get around has continued to go unmet. We also have a lot of remote workers, so creating opportunities to see them in person isn’t as easy as it used to be.
We’re a small lottery, with just 106 full-time team members. But when you consider the physical distances, the remote work, and the fact that making time to “hang out” isn’t always easy during a busy week, month, year, or life, it’s going to take focus. Investing the time to show support to our people is the best resolution I can think of. I know this is the management equivalent of a “losing weight” resolution—often abandoned early. But I’m excited to give it my best shot. Wish me luck!
Mark William Bracken, Massachusetts
Our resolution in Massachusetts for 2025 is to issue our iLottery Request for Responses and select a vendor. After more than a decade of pursuing iLottery, we are thrilled to finally have the opportunity to make it a reality. This will be our biggest undertaking since the launch of the Lottery in 1972, and we are ready to take on this challenge.
Lester Elder, Missouri
Missouri is excited to complete our central gaming system (CGS) RFP and make a final award in 2025. This is very exciting for the Missouri Lottery as the new CGS contract will allow Missouri to move forward with new technology and equipment that will enhance the player and retailer lottery experience. Although this will be challenging for everyone involved in transitioning to a new CGS, change is exciting and rewarding. We look forward to an exciting new year!
Mickey Boardman, Maine
I’m very excited about the new year and the opportunities that lie ahead for the Maine Lottery and our industry. Specifically, in Maine, we will be issuing an RFP for a new gaming system and associated services that will allow us to take advantage of the latest in gaming technology and drive revenue growth. This is exciting for our staff, retailers, and players, who will benefit from the new technology.
We’re also excited to continue working with our partner states to enhance existing games and bring new games to market that will increase revenue for good causes. With the upcoming Mega Millions change, the potential for a “Life” national game, and other initiatives, 2025 is going to be a busy year. As for the industry, I’m looking forward to continuing the collaboration with our partner lotteries and the vendor community to advance the work we do for great causes in our states. We are a special industry with amazing people doing great work.
Joshua Johnston, Washington
Well, as the lead director for Mega Millions, I’m particularly excited about the new Mega Millions game—bigger, better, faster, more. Bigger jackpots, better odds, faster-growing jackpots, and more money for lower-tier prizes.
On the home front, I’m excited about the deepening relationship we have with the Seattle Mariners. We have worked with them in the past but not to the level of the upcoming year.
Second, we will be launching a virtual card payment option. A player can come into our office, and rather than receiving a check, opt for a virtual card delivered directly to the wallet on their phone while they are at the counter. This will save players a percentage of their winnings by eliminating check-cashing fees. Additionally, we plan to deploy this to our retailers because we hear they don’t necessarily have the cash on hand—for security purposes—to pay all players. Hopefully, this will provide a solution to a problem the industry has been facing frequently as of late.
Ryan Mindell, Texas
In Texas, we’re excited to connect with our players in new ways this year while also building on what has been working well for us in terms of sales drivers. I think I share my curiosity with a lot of my colleagues about Mega Millions, specifically in how the game will perform once the planned changes go into effect later this year. The new $5 price point presents an important opportunity for the industry to observe how player preferences are evolving and how the other changes may impact overall engagement and sales. We’ll be watching very closely.
With the help of our vendor partners, we have several well-crafted second-chance promotions lined up to support our strong scratch ticket portfolio—including iHeartRadio events, a European trip on a private jet, a trip to Richard Branson’s Necker Island, and an exclusive JAWS game show event. Our resolutions always include offering players once-in-a-lifetime opportunities they can’t get elsewhere.
Additionally, we’re focused on further developing our in-lane initiatives, including rolling out more automated scratch ticket dispensers to reach players in more checkout lanes and stores.
John Martin, Maryland
While it’s not the most original idea you’re going to get, I’m excited about the Mega Millions $5 launch. As you know, Maryland was part of the Mega Millions Consortium when the original idea to look at $5 alternatives was first proposed.
So, I do have a personal stake in seeing those original concepts morph into the new game we’ll launch in April. Again, it’s not an original thought, but I can see both games—Mega Millions AND Powerball—benefiting from the new price point. It may take a jackpot run or two to encourage core players to migrate to the $5 spend, but I do believe there will be a significant growth in overall revenue as well as a player base enjoying the benefits of bigger wins more often.
Conversely, I can see more conservative players migrating their $2 Mega Millions spend to Powerball. While it’s hard to imagine those are “new” players, it could bolster the jackpot runs on that side as well.
I’m one of the graybeards, literally and figuratively, who was working on the cross-sell initiative 15 years ago when I was at the Ohio Lottery. It’s that kind of excitement for me, and we’re all looking forward to it.
Gretchen Corbin, Georgia
I hope everyone’s year is off to a great start. As we move forward into 2025, I am filled with excitement and optimism for what’s ahead in our industry. Our efforts continue to make a meaningful difference throughout the country, supporting numerous good causes and positively impacting lives. I am excited for another great year of Georgia’s students learning, achieving, and pursuing their dreams through the Georgia Lottery-funded HOPE Scholarship and Pre-K programs. I also look forward to the opportunities that will come with the approaching Mega Millions enhancements. The new and improved game will provide excitement for players while generating important dollars for our beneficiaries.
In 2025, as in every year, we share a collective resolution to work hard, innovate, provide entertaining products, grow responsibly, and ensure that we fulfill our missions. Wishing you each a happy and productive year.
Harold Mays, Illinois
In Illinois, one of our priorities for the year that I’m really excited about is retail expansion. We plan to expand our retailer base by more than 10%, which will be one of the largest recruiting efforts we’ve had in years. We are excited about the prospects of what that will mean for our retailer estate as we evolve the conversation about what an Illinois Lottery retailer is, and we continue to build out our product portfolio by offering games that not only players want to play, but that retailers want to sell.
Mary Harville, Kentucky
The Kentucky Lottery’s New Year’s resolution is all about celebrating its Kentucky roots, and in 2025, that means a landmark partnership with the Kentucky Distillers’ Association (KDA). This April, the Lottery will debut a suite of three Kentucky Bourbon Trail™-themed games, offering players a “taste” of local flavor. This exciting collaboration, offering players a unique way to connect with the booming bourbon industry, features a diverse range of gaming experiences: a Scratch-off and Fast Play game available at retail, and an engaging Instant Play online game, each uniquely “crafted” by different vendors—IGT for Fast Play, SG for Scratch-offs, and IWG for Instant Play—which will resonate with new players. To support this exciting launch, the Kentucky Lottery and the KDA will implement a robust marketing and promotional campaign running from April through September. This extended campaign culminates perfectly with September being National Bourbon Heritage Month, providing a fitting celebration of Kentucky’s rich bourbon heritage and these unique new games.
Alec Thomson, Arizona
When it comes to lottery, there’s a lot to play for, and this year we’re thrilled to be launching Love the Play, our new campaign that aims to engage new and longtime players in the lottery experience like never before. Love the Play celebrates everything that makes lottery special—from the thrills of playing and winning to the meaningful impact we deliver for Arizona communities through our Gives Back efforts. Together with our players, retailers, team and community, we’re embracing the joy in the journey offered by every Arizona Lottery experience, so join us this year, and Love the Play!
John Davis, Florida
As we look ahead to 2025 and beyond, the Florida Lottery is embracing an exciting new direction with our latest advertising campaign and tagline: “It’s good fun.” This initiative marks a bold step in reaffirming the Florida Lottery as a unique, responsible choice for those seeking entertainment with a purpose. It’s a call to action rooted in the idea that you can have fun while also doing good.
As digital platforms and alternative gaming options expand, it’s more critical than ever for us to differentiate ourselves. “It’s good fun” is more than just a tagline; it’s part of a comprehensive rebranding effort designed to engage new audiences while reinforcing the trust and loyalty of our long-time players. At its core, “It’s good fun” connects the joy of play with the tangible benefits and positive impact our contributions make to Florida’s education landscape, communities, and future. It’s about creating an experience that’s both enjoyable and impactful—reminding players that every ticket purchased helps support our schools and students across the state.
We’re eager to see how “It’s good fun” resonates with players, strengthens our impact, and shapes the future of the Florida Lottery.
Brian Rockey, Nebraska
The temptation is to approach a new year like a buffet, trying to have a little bit of everything. I’m excited about the prospect of further broadening our draw games portfolio with a fast play product. We’ve had success in recent years in both adding and updating games in order to grow sales and increase profitability, and this seems like the logical next step.
I’ll also wish for modernized statutory language allowing vending, since Nebraska is one of just two states without vending. And being unable to resist another pass at the buffet, I’m hopeful we’ll be able to engage in broader partnerships with tourism and recreation agencies to distinguish ourselves in the increasingly competitive gaming landscape.
Jon Clontz, Wyoming
A new game, promotion, or ad campaign: We are working on a new game called Perfect Pick, which is similar to Cash Pop. The potential launch is in summer 2025. We are also considering a 2025 Raffle. We are recruiting for a very critical CFO position—my long-time CFO is retiring. It’s a hard position to fill, and I wish she were staying. She is well beyond retirement eligibility and stayed longer for me, and I hate losing her. But if you know anyone with the qualifications, please let them know.
A new internal initiative: We are working in partnership with key stakeholders on a potential Scratch-off bill that will remove the prohibition on instant products (scratch tickets). Also, and more exciting, we are moving from our rental space, which we have occupied for 10 years, into a newer building that we purchased. We will have much more space, awesome parking, and greater accessibility for players. The new location will save tons of money, and we own it outright. We will move into it this summer. We are very excited about the new location and will send out pictures and “grand reopening” details at a later date.
Harjinder Chima, California
I am thrilled to share that the California Lottery is celebrating its 40th anniversary in 2025, marking four decades of delivering supplemental funding to California’s public schools. Since our first games launched in 1985, we’ve proudly raised more than $46 billion to benefit students across the state. This milestone is a testament to the support of our players, retailers, employees, and the communities who share our commitment to education.
As I reflect on this incredible achievement, my resolution for 2025 is to continue reaching new milestones with our contributions to public schools. To mark this special anniversary, we’re launching our first-ever $40 Scratchers® game, the highest price point in California Lottery history. This groundbreaking game, along with a series of other anniversary-themed games, promotions, and activities, underscores our dedication to raising additional money for public schools. As we celebrate 40 years, we remain focused on the future—continuing to create innovative ways to support education and make a difference in the lives of Californians.
Helene Keeley, Delaware
In 2025, Delaware Lottery is turning 50, a testament to the enduring connections we’ve built with our players and the communities we serve. I look forward to celebrating with our team, players, and retailers a year full of exciting events, new games, and innovative initiatives to help ensure the next 50 years are just as extraordinary.
Adam Prock, Minnesota
The Minnesota Lottery celebrates its 35th anniversary in 2025. We are so excited to reflect on the journey our team has been on over the years and how, together, we will further advance our mission for many more years. The Minnesota Lottery has given out over $10.3 billion in prizes to countless wonderful winners who have shared their joy, hopes, and dreams with us. Our team has always focused on innovation, utilizing technology to better serve our players, retail partners, and stakeholders.
Most importantly, our commitment to positively impacting the lives of Minnesotans is one of our greatest achievements, where we reached the $4 billion milestone of funds returned to Minnesota. We look forward to a great 2025 and making a difference every day by serving our stakeholders.
Frank Suarez, Connecticut
As we step into 2025, the Connecticut Lottery Corporation is embarking on a transformative journey with an exciting New Year’s resolution—to develop and implement a comprehensive strategic plan that will shape the organization’s future. This initiative plays a key role in the Lottery’s ongoing commitment to growth, innovation, and excellence. Central to this effort is a renewed focus on updating the organization’s mission, vision, and values to better reflect our evolving priorities and role within the state. These updates will serve as the foundation for a forward-thinking roadmap that strengthens our impact and ensures operational sustainability.
With a solid strategic plan and a reinvigorated organizational ethos, the Lottery will be poised to maximize our contributions to Connecticut, adapt to emerging industry trends, and continue delivering trusted, engaging gaming experiences.
Eugene Vlasenko, D.C.
Why does DC Lottery need rebranding?
DC Lottery operates in an evolving environment where customer preferences, behaviors, and expectations are continuously shifting. To remain a trusted and relevant brand, we must invest in understanding these shifts deeply. A comprehensive rebranding process, starting with robust research, will equip us with the insights necessary to refine our messaging, enhance our customer connections, and elevate our reputation.
The primary purpose of the rebranding study is to uncover how our stakeholders—players, partners, and the broader DC community—perceive DC Lottery today and what opportunities exist to enhance that perception. By analyzing these insights, we aim to articulate a more compelling and authentic brand identity that reflects the unique role DC Lottery plays as both a provider of entertainment and a contributor to the District’s General Fund. The rebranding effort aspires to highlight our evolution as an organization, solidify our reputation as an industry leader, and deepen the emotional connection we share with our players and community.
It is not just about updating visuals or slogans—it’s also about achieving alignment with the values, aspirations, and expectations of our stakeholders. For Players: Fresh, relevant messaging and branding—everything from colors and slogans to photography style and typography—will foster a stronger emotional connection, driving loyalty and encouraging new audiences to engage with our products.
For the Team: A clear, revitalized brand strategy fosters pride and alignment within our team, helping empower them to act as stronger ambassadors of our mission and vision.
For the Community: By sharpening our focus on values that resonate within the District, we enhance the impact of our contributions and our perceived value as a community partner.
Responsible gaming is—and will remain—a cornerstone of DC Lottery’s mission. The rebranding study will help us understand how to further embed responsible gaming principles into our brand strategy and ensure that it resonates authentically with our audience.
Stephen Durrell, Kansas
The Kansas Lottery is going through a top-to-bottom “rebrand” this year. We are changing our logo, our motto, and adding ways players can enjoy our products. Our new slogan, “Let’s Play,” is designed to remind people that life should always include a little fun, especially considering the stresses of modern times. We are very excited to see these changes unfold, as we have had our “wheat shock” logo for more than 20 years. So, we thought we’d freshen things up a bit.
Along with our rebranding efforts, the Lottery is refocusing its commitment to responsible gaming. We have hired a new responsible gaming coordinator who will review all of the gaming options available to players under the Kansas Lottery umbrella. He will be watching for trends in our traditional gaming, our casino gaming, and our new sports wagering platforms to ensure our players are getting help if they need it, and also to remind all players of the dangers of not gaming responsibly.
Dolly Garfield, South Carolina
At the South Carolina Education Lottery, we are excited about our new Claims Center (we only have one in the state). 2025 will mark our first full year in this new location.
Compared to our former claims center, the difference is night and day. At more than double the square footage, our new home is more spacious, welcoming, and comfortable for our winners. It boasts more seating, big screens for lottery messaging, a new smart queue system, and larger workstations for our staff. It’s a modern space that gives us room to grow and for our guests to celebrate their unforgettable winning moments.
Norm Lingle, South Dakota
The South Dakota Lottery will be launching mobile cashing functionality to our players. Players will have the opportunity to claim instant and lotto prizes from $101 to $5,000 through the South Dakota Lottery’s mobile app. With this new functionality, players will scan their winning tickets and submit a digital claim form in a matter of minutes. After submitting their claim, players can expect their ACH payment no later than four business days.
Mobile cashing will greatly improve our players’ experience. We want our players to celebrate their wins without worrying about the logistics of claiming their prizes at one of our three validation centers. We anticipate launching mobile cashing in early 2025.
This new opportunity wouldn’t have been possible without rigorous testing by our team and continued collaboration with our vendor partner, IGT, and our mobile app provider, Fjorge.