Chris Rogers, Chief Marketing Officer
In FY 2025, we experimented with including second-chance prizes directly into the prize structure of a few games. We did this because we want to reward players who may not be frequent visitors to our Players Club platform. We are looking forward to expanding this in FY 2026 with our direct partnership with NASCAR via All American Licensing. We will be launching this in July and following up with other experiential ticket-based promotions throughout the year.
Along with these new-style tickets, 2026 marks the 100th Anniversary of Route 66. We will be celebrating, along with our own 45th Anniversary, with a Route 66 ticket that will include cash and experiential prizes. We are in early discussions with State agency partners who will join us in this iconic celebration of America’s great highway.
The Arizona Lottery has been working on a new brand campaign, “Love the Play.” As we look forward to this launch, we are still aggressively supporting instant games with broad-level awareness advertising. Further down the funnel, however, is where we will be expanding our efforts to support new games. We are currently testing innovative new digital display signs with a smaller corporate chain. Additionally, we’ve expanded our digital menu board footprint at Circle K to include more than 150 locations. As installations continue, the focus will evolve to creating marketing-specific tests supported by digital menu board messaging.
In addition to expanding our retail marketing efforts, we are rapidly implementing programs with our valued retailers, including third-party ticket launch and sports partnerships with C-store and grocery partners. These efforts will be designed to help drive foot traffic to our retailers to build basket size and frequency for products that reach beyond lottery. Our goal is to turn promotions into programs.
The value of our relationships with our brick-and-mortar retail partners cannot be understated in FY 2026. They are facing certain challenges that our industry can help solve, which makes it an exciting time for anyone involved in marketing and merchandising lottery games.