Day 2 of the program launched with the Lottery Marketing Director panel. Panelists were quizzed on fiscal sales performance as well as new initiatives.

ARIZONA: “We are looking at everything,” said Chris Rogers, Deputy Director, Marketing & Products, Arizona Lottery. “We have retail expansion with Walmart and CVS, for example. On the product side, we are looking at our prize fund. We want to improve our prize structures and promotions. We are working all channels. We are looking closely at research to understand more about our players. We want to pause and understand the players’ needs. We have seen a significant drop in frequent draw players. We want to better understand that.”

FLORIDA: “We are down on draw but we more than made up for it in instant sales with families of games, advertising and new innovative games,” said Amber Seale, Chief of Brand Management, Florida Lottery. “We are trying to figure why we are doing so well. We have a reminder campaign for generic scratch games just to let people know that there is something for everyone.”

PENNSYLVANIA: “Last fiscal year was a great year but we let them know that it might not be the same this year. Big jackpots can make the difference between a good year and a great year,” said Stephanie Weyant, Deputy Executive Director, Marketing & Products, Pennsylvania Lottery. “We look for gaps in the portfolio that the lottery can fill with innovative new games. Our scratch sales are about 67%. We expect about a 3% rise in instant. We are seeing some growth in iLottery sales and Tap’nPlay but not enough to close the gap. This year we will have half a million in iLottery. We are seeing more integration between our digital products and offline products.”

TEXAS: “We have a different fiscal year than most lotteries so we have not given up hope on getting a large jackpot run,” said Tirloni. “We have made up for some of the loss by instant games. I think regional games are possible for multi-jurisdictional. Walmart is rolling out sales in the super centers. We see good growth there.”

PANELISTS

– Chris Rogers, Deputy Director, Marketing & Products, Arizona Lottery
– Amber Seale, Chief of Brand Management, Florida Lottery
– Stephanie Weyant, Deputy Executive Director, Marketing & Products, Pennsylvania Lottery
– Robert Tirloni, Products Manager, Texas Lottery
– Moderator: Terri Markle, Publisher, La Fleur’s Magazine