Q: When it comes to iLottery, what differentiates Aristocrat Interactive?
At Aristocrat Interactive, we’re focused on helping lotteries build successful digital programs in the U.S. and around the world.
What differentiates us is that iLottery and digital solutions are not something we do on the side, it’s part of our DNA. We started as a digital lottery company with a mission to help lotteries grow responsibly while complementing and supporting retail programs. We have invested significantly in our people, technology, and operations to deliver for our customers.
That commitment is reflected in recent launches and program performance. From New Hampshire to Michigan and Massachusetts, we are helping lotteries deliver modern digital experiences and drive growth. In New Hampshire, we launched the new website five months ahead of schedule, followed by the program and app in July 2025. Working with the Lottery and our partner, Gambyt, we introduced a unified loyalty program rewarding retail and digital play. Since launching under Aristocrat Interactive, New Hampshire’s digital sales and gross gaming revenue have grown 23% year over year, while first-time depositors increased 124%1.
Our greatest advantage is our people. We have assembled one of the industry’s most experienced digital lottery teams, many joining us directly from U.S. lotteries or with previous lottery account experience, including Rob Wesley, Stephanie Duval, Jennifer Ekholtz, Victor Marmostein, Maryna Patsula, Sidney Sabbag, Tina Wolf, Aida Bachner, Nicole Wilson, and others. Their expertise helps customers navigate launch and operations through ongoing growth and innovation.
We’ve also expanded our U.S. lottery footprint with offices in NH, MI, MA, and VA. Successful iLottery programs require more than technology, they require an experienced local team, strong partnerships, disciplined operations, and a long-term commitment to customer success.
Another key differentiator is our single-code platform. Through NeoSphereTM, every customer receives monthly platform enhancements, allowing innovations developed in one market to benefit others without lengthy custom development cycles. NeoEngageTM, our marketing platform, provides real-time customer segmentation, personalization, loyalty, and bonus capabilities.
Aristocrat Interactive powers four of the five leading iLottery programs in the U.S., with almost 70% of U.S. digital lottery wagers running through our systems2. I’m excited by our team’s passion and commitment to driving innovation and growth for our 35, and growing, lottery customers across the globe.
Q: Can you tell us more about how being part of Aristocrat provides value to lotteries and how your land-based IP success helps inform your iLottery strategy?
Being part of Aristocrat is a huge benefit for our iLottery business, giving lotteries access to much more than a collection of products. It combines the scale of Aristocrat, a leading global gaming and content creation company, with the focus of a purpose-built digital partner, strategic investments in player and game research, experienced game designers, a strong culture of responsible gameplay throughout our operations, and a commitment to continuous improvement. We leverage Aristocrat’s world-class research operation, going directly to players to ask: What games interest you? What screen flows do you like? What responsible play tools and consumer protections do you want? What should your wallet look like? How should the experience differ between mobile and web? Those answers inform our game design, platform roadmap, and the player journey we build with each lottery.
Our land-based business has decades of experience understanding what drives player engagement in highly regulated environments. Those lessons go beyond content, helping us understand player preferences, customer journeys, loyalty, personalization, and responsible player engagement. We understand the motivational drivers behind different playstyles, allowing us to tune a game’s attributes to a local market while retaining its universal appeal.
Where regulations allow, highly recognized Aristocrat land-based brands such as Timber Wolf™, Buffalo™, and Mo Mummy™ can create additional excitement and player engagement. The real value comes from combining these player-proven brands with our iLottery expertise and tailoring them to each lottery’s objectives and players.
Q: How does Aristocrat Interactive help lotteries transition from traditional to iLottery?
A key advantage we bring to lottery programs is support through every stage of the digital journey, from legislative discussions and business case development to implementation, launch, ongoing operations, and long-term innovation and growth. Digital may initially appear to be a technology integration project. In reality, it is a transformation and change-management initiative touching policy, operations, responsible gameplay, retail, marketing, and customer experience.
Aristocrat Interactive works with lotteries to help ensure the digital solution complements the retail program and aligns with the lottery’s mission to responsibly drive net lottery proceeds for beneficiaries while providing robust security, consumer protection, and responsible gameplay. We work side-by-side with lottery staff to understand their retail and online goals and develop a customized end-to-end solution.
We work with lottery customers to build a holistic view of the player through a constant cycle of research, testing, trial, and lessons learned. Players want seamless navigation across channels and lottery touchpoints. We’ve found this player-centric model brings in new online players who might not otherwise play lottery and enhances the experience for casual and core players, helping them stay loyal to the lottery brand. In market after market, we have seen retail sales continue to grow alongside iLottery as digital brings new consumers into the lottery ecosystem, benefiting retailers and beneficiaries alike.
Q: eInstants are growing in popularity with players. What is Aristocrat Interactive’s approach when it comes to eInstants?
eInstants are incredibly important because they align with how consumers engage with digital entertainment today. Across the U.S., they are the primary driver of digital lottery engagement, accounting for more than 85% of iLottery wagers3. They extend the instant-win experience of leading retail scratch portfolios into the digital channel while modernizing the player experience, attracting new audiences, and generating incremental funding for supported causes. eInstants also bring portfolio balance: while national jackpot game year-over-year sales naturally ebb and flow with jackpots, eInstants have delivered sustained double-digit growth across most markets where available, helping smooth that volatility.
We also take a player-first approach. Our NeoGames Studio™ team has been at the forefront of this category for over 20 years, creating industry-leading digital lottery content. They are paired with a growing team of U.S. market game experts, with lottery-side experience. Through continuous investment in talent, research, analytics, game design, and consumer insights, we’ve brought customers top-performing games like Big Crush Multiplier™, Bison Stampede™, and Desert Fantasy™, which were among the top three revenue-generating games in 2025 for our U.S. customers. Success is not measured by the number of games we release. It comes from delivering the right content to the right players at the right time in a way that supports each lottery’s objectives and mission.
That’s why we’re focused on understanding player behavior, testing new concepts, and continuously refining our portfolio. Our approach extends beyond our studio. Through direct integrations and our Fusion™ aggregation platform, we support more third-party eInstant providers than any other supplier in the U.S. market, and that capability brought the first-ever Virtual Sports games in U.S. iLottery to the Virginia Lottery last year. The result is consistently high-performing content across U.S. iLottery markets that helps customers drive responsible growth and maximize net lottery proceeds. That player-first lens now extends to leading land-based Aristocrat IP: starting this month, Timber Wolf enters the lottery space with an eInstant game. A first of many, and we’re excited!
Q: What lessons should lotteries take from the experience of peer states that have already launched or expanded their iLottery programs?
One of the great things about the lottery industry is that no lottery has to start from scratch. With more U.S. lotteries operating digital programs, there is a growing body of real-world experience to learn from. Our advice is simple: talk to your peers. Ask what worked, what surprised them, and what they would do differently.
Through our work with lotteries globally, we’ve found the most successful programs share a few characteristics. First, they choose a proven solution and experienced team. Launching an iLottery program is a significant undertaking, and selecting the right partner means looking beyond cost to delivery experience, operational expertise, long-term value, and a commitment to partnership.
Second, they build for long-term success rather than focusing only on launch day. Player expectations, technology, and regulatory environments evolve, so lotteries benefit from flexible platforms and operating models that adapt over time, introduce innovation efficiently, and maintain stability, security, and compliance as programs grow.
Finally, the strongest programs keep responsible growth and consumer protection at the center of their strategy. Digital channels provide powerful tools to strengthen responsible gameplay through player education, configurable limits, real-time insights, and personalized interventions. Sustainable growth balances player engagement and revenue generation with a long-term commitment to consumer protection and the lottery mission.
The bottom line is that lotteries do not have to navigate the digital journey alone. By learning from peers, selecting trusted partners, planning for long-term innovation, and keeping responsible gameplay at the center of decision-making, lotteries can position themselves for lasting success.
1 NH Lottery, July 2024-June 2025 vs July 2025-June 2026 – Aristocrat Interactive NeoCube
2 U.S. iLottery Tracker, 1Q26, Eilers & Krejcik Gaming, LLC
3 U.S. iLottery Tracker, 1Q26 – Eilers & Krejcik Gaming, LLC