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For FY25, we have been actively working on updating our Welcome Series email and text messaging flow for new signups with offers like coupons for retail and bonus money for online play. We launched web browser push notifications, and we currently have 46.8k enrollments. We have an upcoming iLottery platform upgrade that will include a quicker and easier way for new members to create an account, as well as allowing us to collect email addresses from players who do not finish the registration flow. It will also include a new look for our Second-Chance drawings and Responsible Gambling tools that will be easier to find and use. We are also starting to work on a PA Lottery loyalty program.
This past summer, despite flat sales, we saw great growth in our summer promotion participation. We saw participation numbers more in line with our record-breaking sales years. One contributing factor is very likely our return to cash prizes (rather than experiential). FY25 also saw the beginning of a collaboration between the Missouri Lottery and some of our corporate retailers, in which those retailers feature our promotions on their own app. This collaboration is proving to be a great way to increase awareness of the promotions, and it encourages players to “swing the doors” of our retailers. We have also added QR codes to our player-facing POS that provide easy access to the loyalty program and allow non-members an easy way to join. FY26 is going to be a very exciting year for the Missouri Lottery and our players. In January, we will be celebrating our 40th anniversary and hosting a weeklong ‘buy x, get y’ terminal promotion to mark the occasion. Then, in spring/summer, Kansas City will be hosting games for the World Cup. We plan to participate by launching a U.S. Soccer licensed property Scratchers game and supporting that game through our players club by coordinating rewards and drawings. Immediately after U.S. Soccer, we will be launching our summer promotion and tying into the America’s 250th anniversary celebrations.
In FY25, the highlight for the Montana Lottery’s Player’s Club was the “All-In Drawing,” our final promotion before we launched the new loyalty program in FY26. It was a “last hurrah” for the current program, featuring a grand prize of $5,000 and three $1,000 prizes. Members were encouraged to use all their accumulated and new points to enter the drawing. We are most excited about the launch of our new and improved Player’s Club on August 27. To kick off the new program, we are holding the Bonus X Second Chance Drawing, which features three cash prizes of $2,500, $5,000, and $7,500. We’re excited to explore all the new possibilities this program offers.
In FY25, the Ohio Lottery launched a new Achievements feature that rewards players for completing challenges. We refreshed the mobile app to be more modern and user-friendly. We tested a new KENO Bracket Challenge Second Chance Promotion during the month of March and implemented a new prize/draw structure for the annual Holiday Second Chance Promotion. For FY26, we will continue to test and learn with Achievements to see if we can increase sales in specific game categories. Also, increasing the club’s value by providing engaging Second Chance Promotions and delivering content tailored to each user’s persona…developed in the Marketing Segmentation study.
For FY25, the highlights of the Maine Lottery’s engagement program include the highest increase in the number of lottery tickets entered on record, the highest increase in total retail value on record, the month with the highest monthly active users on record, the Tri-State Golden Spin promotion, and Ultimate Dash promotion with New Hampshire and Vermont, and the 50th Anniversary promotion.
The most significant change for our player engagement program in FY25 was moving to online birthday coupons. In the past, players in our relationship marketing database received a free Lotto coupon in the mail each year for their birthday. As the number of active contacts grew, the cost of printing and mailing the birthday coupons increased considerably. With postage costs expected to rise again, the Nebraska Lottery decided to start offering birthday coupons online in January 2025 via the MVP Club at nelottery.com. Players receive a free $2 2by2 eCoupon for their birthday instead of a $1 printed 2by2 coupon. The change has been well received and provided another opportunity to transition non-members into full MVP Club membership.
While no major changes happened in the Oklahoma Lottery Players Club in FY25, we still had some highlights. Our tent pole promotions, which we run each year, are always a huge hit, and they continued to be so in FY25, i.e., Groceries for a Year, Let Us Cover Christmas, etc. We’re most excited about launching our new digital services platform and introducing an all-new Players Club. We’re reimagining the player experience with modern technology, improved usability, and more engaging loyalty and rewards opportunities. This investment will give us powerful new tools to better connect with players, drive engagement, and deliver a seamless, rewarding experience across all touchpoints.
For FY25, the highlights of West Virginia’s engagement program were a $50K giveaway for one winner, which was very successful, and multiple successful second-chance drawings. We gave away concert tickets, scratch tickets, cash, and WVU/Marshall football season tickets. Looking ahead to FY26, we are excited about the West Virginia Lottery’s 40th anniversary, during which we will award $400k to one winner and will be giving away over $1 million over a year’s timeframe. Also, we will be celebrating iPLAY’s one year anniversary.
The Arkansas Scholarship Lottery (ASL) began the year with a recently upgraded online points store, offering players a wider selection of items to choose from and faster shipping through Amazon. In FY25, we awarded $1,000,000 through second-chance cash drawings, which are a key part of our second-chance program that attracts players to join. We also offered a gift card drawing that included $4,000 in gift cards. This drawing demonstrated a high level of engagement, as evidenced by both the number of drawing entries and CRM engagement. It was our most entered prize drawing since July 2021. We are most excited for the Jurassic World Second-Chance Promotion, as the last linked game promotion we did was the Willy Wonka Billion Dollar Challenge Second-Chance Promotion in 2018. So far, we are seeing higher engagement with the Jurassic promotion than we did with Wonka. We are very much looking forward to awarding two players the grand prize trip to Hawaii, with one drawing held in December 2025 and one in April 2026. We are also going to continue with gift card drawings after seeing the high level of engagement with the first one.
In Virginia, we launched our first comprehensive loyalty program that allows our players the opportunity to earn points by engaging with the Virginia Lottery brand as well as through purchasing any product, retail or online. With points, players can choose how they want to redeem them, whether it is for free online or retail play and/or entries into drawings that offer prizes that are more monetary or experiential. We have also included specific engagement campaigns where we launched punchcards, refer-a-friend, and challenges. We are going to be launching tiers for our Rewards members: bronze, silver, and gold, with each category offering benefits that build on each tier. Additionally, we are adding badgification and product-specific promotions that will allow members to earn extra points on specific retail and/or online games. Furthermore, we will be rolling out personalized communications to our Rewards players.
For FY25, the South Carolina Education Lottery (SCEL) offered a very successful Cash Pop promotion that increased sales by 25% over the previous quarter and 30% over the same time last year. Our Big $pin family of games and second-chance promotion successfully engaged players by directing them to our Players’ Club App for a special reveal and a chance to visit our draw studio to win more money. This was by far our most-scanned ticket by first-time users. Our Players’ Club ticket offered SCEL Coins in a bonus box and was designed to incentivize players to register for our Players’ Club app and start earning rewards. It was the #5 most entered ticket by first-time users, which outperformed our expectations. We began offering rewards for birthdays and anniversaries (150 SCEL Coins), and in total, we launched 204 achievements, 8 Second-Chance Promotions, and 30 SCEL Coin Drawings. For FY26, we are offering more achievements and coin drawings than ever. Our coin drawing schedule is growing to offer more money to more players. We are adding CRM workflows to improve our conversion rates among new players and reactivation rates among stagnant players.