Zac Strickler, Digital Gaming Operations Manager, Michigan Lottery
Michigan’s iLottery broke many of its own records during the second half of 2022. During that time, the Lottery posted its highest two online sales weeks ever. This includes the new record for highest sales coming in at more than 45% above any week prior to July of 2022.
It is a point of pride considering the variety of market and economic factors that changed since the previous records were set. While the new records are impressive, there are still many opportunities to grow. To continue the upward trend in 2023, one focus area is value, specifically value for the customer and entertainment value.
To maintain player engagement in the face of emerging market options and provide added value to players, the Lottery is developing a loyalty program designed to serve all players. Loyalty points will be earned by scanning retail tickets on Lottery’s mobile apps, entering tickets on the website, or playing games online. The system will allow for tiered sets of rewards based on points earned within a month, including a new, tiered version of the Spin To Win wheel engagement product. Players will benefit by receiving rewards that are more personalized to their entertainment budgets. Lottery will benefit from more effective use of promotional spend and the expected gains in long term retention.
Lottery is competing for entertainment dollars in an expansively connected world. It seems that every company has content and an app designed to capture a user’s attention. Convincing consumers to try a product can be a challenge. Holding interest in the wake of competition can be an even greater hurdle. To combat this, the Lottery has a deepened focus on online products and entertainment value. In addition to advancements in games with NeoGames and IWG, Lottery has signed with IGT, EQL, and Camelot to provide additional game content. Integrations have begun with plans to launch games from these studios in 2023.
The Lottery’s online team strives to make Lottery as fun, engaging, and relevant as possible for a valued and diverse player base. The value initiatives play off each other, increasing the likelihood for word-of-mouth acquisition as well as providing new promotional and marketing options. Pairing all of that with upcoming enhanced automation models will further lift the overall journey for new and reactivated players.