Stephen Ortiz, Director of Sales and Marketing, Kansas Lottery
In the last calendar year, we introduced the Double Play add-on feature to Powerball. To support the launch, we implemented a multi-channel marketing campaign that included in-store signage, digital advertising, social media content, website promotion, and point-of-sale education materials for retailers. Messaging focused on the value proposition of “two chances to win with the same numbers.”
While we are still evaluating performance, what we have seen is steady add-on attachment rates and strong player awareness. Retailer engagement and clear in-store communication have contributed positively to overall adoption.
To support the launch of “Millionaire for Life,” we executed a comprehensive awareness campaign. This included the production and distribution of updated “All Games” brochures, as well as radio, television, and digital advertising assets designed to educate players about the game’s unique lifetime prize structure.
Additionally, we partnered with a key corporate retailer to drive trial through a promotional offer: “Purchase $10 of Millionaire for Life and receive a $4 Super Kansas Cash ticket.” This cross-promotion successfully encouraged sampling and increased early adoption of the new game.
For the upcoming Powerball / National Football League X’s and O’s campaign, we understand that a shared commercial asset is being developed at the MUSL level for participating lotteries.
At the state level, we will support the initiative with “How to Play” educational materials, digital and social media assets, website promotion, and in-app engagement through our Player Loyalty program. We are also evaluating a targeted promotional component within the app to further drive participation and player engagement.
We continue to prioritize clear player communication, retailer support, and integrated marketing strategies to maximize the performance of both new and established draw games. Our focus remains on driving awareness, encouraging trial, and sustaining long-term player engagement through coordinated multi-channel efforts.