Stephanie Weyant, Deputy Executive Director, Marketing & Product Development, Pennsylvania Lottery presented “PA iLottery Case Study.”
The Pennsylvania Lottery launched iLottery just six months after the law was enacted to authorize internet sales. Five months later, iLottery play (“handle”) reached a milestone of $130 million with 80,000 unique players and 26 iLottery games launched. In addition, traditional lottery sales are up 9.5% in fiscal 2019.
Weyant shared five things that a lottery can do now to prepare to sell online:
– Build digital infrastructure (mobile focus, CRM tools, player data, dedicated interactive team)
– Build online community (VIP/loyalty club, email and text marketing lists, social media community, mobile apps, play-for-fun games
– Think differently (Online consumers expect more, refine internal business processes)
– Prepare stakeholders (understand questions and misconceptions)
– Build support (stakeholders, legislators, retailer groups, RG groups and beneficiaries)
Link to Powerpoint: