La Fleur’s Magazine interviewed North American lottery directors over the summer to learn about FY23 developments for retail and marketing. In the interview below, Florida Lottery Secretary John Davis discussed three major programs.
The Florida Lottery has a big focus on in-lane in FY23. Davis said the Florida Lottery culminated a two-year effort on August 1 by going live with QuickTicket(TM) at Winn-Dixie(R), Harveys (R), and Fresco Y Mas(R) Supermarkets statewide.
“Southeastern Grocers, the parent corporation of these stores, has been an exceptional partner as we’ve looked for new opportunities to increase Lottery sales. They’ve successfully piloted in-lane Scratch-Offs over the last two years and the launch of QuickTicket will allow us to enhance player convenience into the future,” said Davis.
From a marketing perspective, the “fun of play” will continue to be at the forefront of the Florida Lottery’s mass marketing. “But we will also continue work to elevate our ‘WHY,’ which is all about enhancing educational opportunities that positively impact students, families, and communities throughout Florida,” said Davis.
To do this, the Florida Lottery will leverage its media partnerships across the state to help build out custom segments to help tell its story in an authentic and engaging way. “We’ll also strengthen the connection between players and education efforts via social media, tapping into new capabilities across both Facebook and Instagram. We’ll further strengthen this message via a collaborative campaign with the Florida Department of Education that will drive awareness of and access to the Bright Futures Scholarship program, increasing the number of qualified applicants across the state,” explained Davis.
Finally, debit payments will expand in FY23. “In addition to in-lane, we have a large number of independent retailers who have agreed to promote and accept debit for the purchase of Lottery tickets in their stores in FY23. We’ve seen the impacts of debit acceptance have a significant positive impact on Lottery sales and have a strategic focus set on increasing the number of retailers who accept cashless payments,” said Davis.