Michael Thaxton, Supervisor, Traditional Marketing
We’re thrilled to be fully implementing omnichannel collaborations in Fiscal Year 2026. This has been a long-term strategic goal, with over three years of preparation leading up to the launch of iLottery in West Virginia. The ability to unify our efforts across platforms marks a major milestone for us.
West Virginia is developing both full and light omnichannel advertising strategies to support our instant games. Full omnichannel campaigns will integrate retail, digital, and social promotions with eInstant game counterparts. Meanwhile, our lighter omnichannel approach will spotlight the same or similar titles without second-chance features but still benefit from multi-platform promotion.
Our first light omnichannel effort will launch with Dragon Blast Keno, a Pollard property. In addition, we’re building a robust omnichannel campaign around our Celebrate 40 family of scratch-offs and eInstants, which will be featured throughout calendar year 2026. This initiative represents several years of planning, and we’re hopeful it will lead to expanded playership and long-term cost efficiencies.
We’re proud of the groundwork we’ve laid and excited to see it come to life in Fiscal 2026. Our goal is to continue evolving in ways that make gameplay more accessible, engaging, and rewarding for our players across all channels.