Tim Karalexis, Manager, Product and Promotional Development Draw Games, Massachusetts State Lottery
In 2025, the Massachusetts State Lottery expanded Mass Cash by adding a second daily drawing. Beginning August 17, Mass Cash shifted from a single evening draw at 9:00 p.m. to also include a 2:00 p.m. midday draw, offering players more opportunities to win and aligning with other in-state games like The Numbers Game.
The launch was supported through a complete marketing effort, including in-store signage, digital assets (website, social media, and email), retailer communications, and updates to the draw show to clearly communicate the added draw opportunity.
With the addition of the second daily drawing, from August 17 through January 31, we saw a 15% year-over-year increase in total sales for Mass Cash.
To support the launch of Millionaire for Life, we kept the approach simple and well-rounded, focused on building awareness of the new game and providing instructional details for our players.