Abby Morgan, Director of Marketing & Product Development, Oklahoma Lottery
In preparation for the launch of Millionaire for Life, we implemented a comprehensive, multi-channel marketing program designed to build awareness, educate players, and establish the game as a long-term, aspirational draw product. Leading up to launch, we developed a full suite of creative and educational assets across our website, social media platforms, in-store branding, and retailer sales materials. These efforts focused on clearly communicating the game’s unique value—specifically the concept of a lifetime income prize—while ensuring it was easy for both players and retailers to understand. To further amplify the launch, we paired the introduction of Millionaire for Life with a large promotional giveaway titled Travel Like a Millionaire. The promotion offers players the chance to win a first-class trip for two to Paris, France, reinforcing the aspirational nature of the game and helping to generate excitement and engagement during the launch window.
While final details are still being developed, the launch of Powerball / NFL X’s and O’s will be supported by a larger-scale marketing campaign relative to a typical draw game introduction. With a targeted launch window in early fall, our focus will be on building awareness and excitement by fully leveraging the strength and recognition of the NFL brand. The branded partnership with the NFL is a key driver of the campaign, providing credibility, familiarity, and cultural relevance that extends beyond traditional lottery players. Although Oklahoma does not have an NFL team, football has an extremely strong following across the state, making this partnership a natural fit and a compelling opportunity to engage a new or more casual player segment. Marketing efforts will emphasize the crossover appeal between football fandom and Powerball, using the NFL connection to introduce the game in a way that feels accessible, entertaining, and differentiated from standard draw offerings.