Shannon DeHaven, Deputy Director, Digital Operations, Michigan Lottery, discussed changing how lotteries do business in the digital space. “Launching an iLottery program doesn’t just mean turning on a new sales channel. A new sales channel also brings a new set of challenges and way of thinking about your business. There are a multitude of differences between online and retail products. The games are different, the marketing is different, and the player experience is different,” said DeHaven.
Since launch, Michigan Lottery’s iLottery program reached $2.9 billion in sales (handle) and $250.8 million in net gaming. The average player value is $500 a year. The share of retail is 4%. The number of iLottery games is 69.
Link to Powerpoint: