When the New Hampshire Lottery set out to modernize its digital ecosystem, the vision extended well beyond launching individual products. The Lottery defined a clear set of objectives aimed at responsibly growing iLottery revenue to support education funding in New Hampshire, including:
- An agile, flexible iLottery platform built to scale and accommodate growth
- Advanced data and technology to support continuous optimization
- Player marketing strategies designed to enhance player engagement
- Cross-promotional capabilities that connect retail and online play
- A secure, user-centered experience focused on high standards of player satisfaction
Working with Aristocrat Interactive, those objectives have been brought to life through a cohesive strategy aligning technology, content, engagement, and data to help create a more connected, player-centric experience with the New Hampshire Lottery brand. The vision has steadily taken shape across the Lottery’s iLottery platform, website, mobile app, and loyalty program, delivering measurable momentum along the way.
The strategy was executed in phases, beginning with the delivery of a modernized website in February, five months ahead of schedule, followed by the Lottery mobile app in July, and, its reimagined loyalty program in November.
“Our work together with the Aristocrat Interactive team has resulted in a more connected way to engage players across both retail and digital channels. By bringing these experiences together, we’re better positioned to evolve over time and continue delivering value to players and the state of New Hampshire,” said Kelley-Jaye Rosberg, Chief Product & Program Officer at New Hampshire Lottery Commission.
Creating a Unified Entry Point for Players
The New Hampshire Lottery prioritized upgrading its front-end digital touchpoints early, creating a more intuitive, consistent experience across devices. Enhancements delivered through the relationship with Aristocrat Interactive and Gambyt, a technology and services provider, unified navigation, improved usability, and helped drive early engagement as players transitioned to the updated experience.
This app-first strategy reinforced mobile as the core engagement channel and helped unify the player experience. This included online purchasing, a capability not available in the previous version of the mobile app. Additionally, the ticket scanner included foundational design decisions made in anticipation of loyalty, establishing the mobile app as the centralized hub for reward redemption. While players can earn points playing online, or engaging via desktop, the mobile app serves as the primary hub for using those points.
Early results have been strong, in the first six months nearly 60% of bets are coming through the mobile app. Since July, the Lottery has also seen strong acquisition results, with more than 12,000 first-time deposits (FTDs), surpassing FTDs last year of 3,345 for the same period, a 258% increase.
Laying the Foundation for Growth
Building on an established iLottery foundation with the Aristocrat Interactive platform, the Lottery entered the next phase of its digital evolution in July with the launch of a full turnkey solution under Aristocrat Interactive as the sole provider. This phase expanded and unified platform capabilities, content, and managed services within a single operational framework—designed to support long-term digital growth and greater agility. Strengthening digital performance since this transition has reinforced the value of pairing modern technology with end-to-end operational expertise. Together, these elements create a foundation that can continue to evolve alongside player expectations.
With this next phase in place, the Lottery turned its focus to engagement—using loyalty as the mechanism to activate the ecosystem it had built.
Activating the Ecosystem Through Loyalty
The Lottery’s original loyalty program was rooted in traditional retail play and served an important role in establishing early engagement. As digital channels, new games, and cross-channel play became more central to the player journey, the opportunity emerged to expand that foundation and recognize a broader range of player interactions across both retail and online environments.
Launched in early November, the Lottery’s redesigned loyalty program represents the next evolution of its digital journey with its players. Aristocrat Interactive rebuilt the program’s core foundation starting with defined objectives, a responsible budget, detailed logic aligned to strategy, and a strong executional approach.
Developed in collaboration with the New Hampshire Lottery, the new loyalty program was intentionally designed as an embedded layer within the broader digital ecosystem, connecting retail and online activity and enabling more personalized engagement across channels. This flexible structure also allows the Lottery to easily introduce promotions and bonus initiatives, supporting ongoing innovation and responsiveness to player preferences.
Shane Taylor, Aristocrat Interactive Account Director, shared, “What makes this program different is its focus on recognizing engagement—not just spending. Working closely with the New Hampshire Lottery team, we designed an approach that rewards a wide range of player interactions, from retail ticket scanning to app engagement through the full loyalty program. That shift has helped broaden participation, drive adoption of the mobile app, and give the Lottery a clearer, more complete view of its players.”
A standout feature of the program is Gambyt’s unique Spin-to-Win wheel, a modern rewards experience that adapts dynamically based on the loyalty framework. Players can redeem points for guaranteed outcomes ranging from retail coupons and free e-Instant games to online credits, cash, or entries into a weekly drawing accessible only through spins. While gamified reward mechanics are common in other consumer sectors, they remain relatively new in the lottery industry, making Spin-to-Win a differentiated engagement tool.
“What makes this program different is its focus on recognizing engagement—not just spending. Working closely with the New Hampshire Lottery team, we designed an approach that rewards a wide range of player interactions, from retail ticket scanning to app engagement through the full loyalty program. That shift has helped broaden participation, drive adoption of the mobile app, and give the Lottery a clearer, more complete view of its players.”
– Shane Taylor, Aristocrat Interactive Account Director
Early results reflect strong adoption and engagement, with more than 9.3 billion loyalty points awarded in the first month. Most points were earned through e-Instant purchases and retail scratch-off scans, and a significant share of redemptions has been driven by the Spin-to-Win experience. The loyalty strategy has helped New Hampshire Lottery achieve a record in November: the best e-Instants sales month in New Hampshire Lottery history.
An Integrated Solution
Delivering and operationalizing the loyalty program required close coordination across the New Hampshire Lottery, Aristocrat Interactive, and Gambyt. Guided by the Lottery’s strategic direction, Aristocrat Interactive provides the full iLottery solution including the PAM and CRM, a focus on responsible gameplay, plus marketing services including defining the loyalty program structure and points economy, and reporting, while Gambyt delivered the mobile app experience, website interface, ticket-scanning functionality, and Spin-to-Win experience.
A major outcome of this approach is a more unified view of player activity. Rather than relying on separate systems for CRM, loyalty, and online gaming, New Hampshire Lottery now benefits from a consolidated environment that brings retail and digital engagement together. This unified view enables more informed decision-making, streamlined operations, and new opportunities for personalized communication and future enhancements.
A One Brand Experience Strategy
As lottery programs across the industry continue to evolve, New Hampshire’s experience illustrates the practical steps involved in advancement toward a one-brand experience, one that fully integrates retail and digital participation. This focus has helped deliver double-digit growth in online sales across both e-Instants and draw-based games, including three consecutive record sales months, all supporting the original objective of responsibly growing iLottery revenue to support education funding in New Hampshire.
With strong early adoption and positive player response following the launch of its loyalty program, the Lottery is now focused on ongoing optimization, continuously identifying areas of friction and implementing targeted enhancements to further streamline the player experience. Planned enhancements include new engagement activities, bonus-point events, expanded personalization, and future capabilities such as mobile cashing and digital playslips.
Together, these efforts demonstrate the value of activating a connected digital ecosystem through a cohesive engagement strategy that is designed to grow alongside player expectations while supporting the Lottery’s long-term digital vision and responsible growth objectives.