MobilePlay: Lindsay Yowell, Virginia Lottery

Lindsay Yowell, Digital Customer Acquisition Manager, Virginia Lottery discussed the multi-phase launch of MobilePlay, which is a mobile, retail-tethered gaming solution.

“MobilePlay essentially turns a player’s phone into a lottery self-service device and offers new digital games (e-games) when the player is at retail,” explained Yowell. “In just under a year, the Lottery went from releasing its first mobile app to launching MobilePlay throughout Virginia.”
Yowell outlined the three phases of the project as well as key challenges, successes and takeaways. The new calendar 2020 strategy for marketing and advertising will focus on education, e-games and unique media buy as well as a mid-campaign POS refresh.

“This is not iLottery,” concluded Yowell, after detailing the lengthy pilot. “Stay active and agile. Listen to your players.”