By Scott Kenyon, Strategic Games Manager, Virginia Lottery
The Virginia Lottery has several iLottery initiatives scheduled for CY23 that will improve player experience and our product offering.
First, we have two enhancements planned to support our omnichannel strategy and focus on improving the customer experience. We are working toward developing a new omnichannel loyalty program that connects retail and online and allows players to participate from activity in any channel. Additionally, we are adding a feature in our app and on our mobile website that will enable players to cash paper retail tickets into their online player wallets and also allow players to cash out their player-wallet funds at retail. This functionality will be available in the mobile app and on the mobile web by Q1 of CY23. Retailers will benefit from this new capability too. They will receive a 1% commission on all wallet-fund cash outs they pay; that’s the same commission they receive for paying traditional winning tickets.
Second, we have three iLottery game initiatives scheduled to expand our product offering. In February 2023, we will be launching a Livin’ Lucky with Luke Combs online game and Scratcher that will share a combined promotion to award trips to a private Luke Combs concert in Nashville. It will be our first licensed property that is available both online and at retail and shares promotional prizes. In April 2023, we are bringing one of our most popular online games into the Scratcher category with Marvelous Money: Vegas Nights. Due to the popularity of the original version (called Marvelous Money), we are launching the sequel with a design that will carry over from the online version onto a $2 Scratcher. Finally, in June 2023, we are planning to launch Pick 5 with FIREBALL online and at retail. In 2020, Cash 5 with EZ Match changed to a rolling-jackpot game that is $1 per play and drawn once daily; that move positioned it as a Virginia-only jackpot game. The Cash 5 with EZ Match change created an opportunity to launch Pick 5 with FIREBALL to attract new players that are looking for the convenience and value of our current daily games but with larger possible prizes.
All of these initiatives are aimed at powering our player experience, product offering and omnichannel strategy forward.