In her La Fleur’s Magazine interview about FY23 developments, Mary Harville, President & CEO of Kentucky Lottery Corporation (KLC), talked about Internet sales growth, a new draw game, and increasing digital advertising.
“Looking ahead, we’re going to continue to increase resources for our fastest-growing channel, internet sales,” said Harville. “iLottery sales in Kentucky jumped 90.6% in FY22, and 204.6% in FY21. We’re excited about launching new 3rd party content on the channel, including our VIP Platinum game, which is also available as a Fast Play ticket and a Scratch-off ticket, by November of this year. Another one of our exciting new initiatives is the launch of our first $50 Scratch-off in October. With this being our first foray into this price point, we’re excitedly optimistic about how the game will be received by our players.”
In November, the lottery launches its new Kentucky 5 rolling jackpot game at retail and its iLottery channel. “As the name indicates, we’re highlighting the fact this is an in-state game for players in Kentucky only to enjoy. The game features a rolling jackpot which starts at $40,000 and grows until hit. The matrix for the game is 5 of 39, and if a player matches three or more numbers, they win a prize. The $1 game will also have an optional add-on feature which gives players a chance to multiply their winnings or to win by matching just two numbers,” said Harville.
The lottery will also be shifting advertising funds toward digital channels. “As marketing and how people consume media continues to change and evolve, we’ll do the same. This year we’ll make a shift from spending our advertising and marketing dollars on broadcast outlets to increased spending on digital. Our research shows that’s really where our players are now, and we want to reach them in the space where they spend their time. We’re adapting our strategies and will be watching closely on how this evolves over the coming year,” explained Harville.