Working with their retailers, lotteries take steps to improve their in-store lottery presence, from small steps to large. 

We asked lotteries about their recruitment strategies – how they find and attract potential new retailers.

From retailer newsletter spotlights and social media posts to formal recognition programs, lotteries honor their top-performing and most engaging retailers in a variety of ways.

This month’s retail feature covers retailer incentive programs, which are designed to encourage best practices for selling lottery products.

Announcing a new Retail Spotlight series for 2025.