Enhancing the Retail Presence

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

By Patricia McQueen

Published on October 21, 2025

Lotteries rely on their retail partners for most, if not all, of their sales. In a challenging retail environment, anything that can help those retailers thrive is a win-win situation for all.

We asked lotteries about any recent or ongoing developments at retail, and received a number of detailed responses. These are summarized below, from more elaborate makeovers to a more focused installation of modern digital equipment. Others noted that they are in the midst of a system conversion, or somewhere along the RFP process, so they are looking forward to adding many of the latest retail enhancements to their network in the future. As always, we thank these lotteries for their participation.

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Delaware Lottery Makeovers

The Delaware Lottery has about 610 retail partners, and has completed more than two dozen extensive retail makeovers at locations that have already proven themselves as strong sales performers. Roughly 100 additional retailers have received some level of enhancements and visual improvements, focusing on winner awareness.

It’s important to define a lottery space within a retail location, noted Joe Nofsinger, Sales Manager for the Delaware Lottery. Certainly instant tickets provide a “billboard” for lottery inside a location, but whenever Nofsinger has a chance to go beyond that basic setup, he is eager to work with the retailer to dedicate that lottery space for everyone to see. In particular, he’s a big fan of using wraps on counters and walls. “They brighten up the place, define where we want the customer to go, and are even easy to clean. It really stands out.”

To find makeover candidates, Nofsinger typically looks for retailers that are already good performers, knowing they are the ones that usually go the extra mile to improve their lottery sales. They are willing to try new things, and always keep their bins full. He knows they will likely have at least some lift in sales with a makeover, given their known enthusiasm for lottery.

These types of makeovers have another desirable effect in addition to impressing customers – they tell the retailer that the lottery wants to help that retailer succeed, which provides even more motivation to do well.

As for measuring the impacts of makeovers, for Nofsinger it’s more of a gut feeling than anything else. He knows there is a positive overall impact, and there are impacts that go beyond same-store sales. “Sometimes you can do things in a store that actually help other stores.” A customer might not have the time or money to make a lottery purchase right then and there, but they see that fresh lottery image and it stays top of mind. “I want people to notice lottery. When they’re ready to purchase, they can purchase – it doesn’t have to be right that second.”

He knows it’s a continuous process and refreshing retailers every few years, using variations in color, lighting and ticket displays, is vital. He noted Delaware is testing new signage, new methods for grocery sales, and other things. ‘We’re constantly looking at options.”

Retail Store Enhancement in DC

Another small lottery doing big things is the DC Lottery (Office of Lottery and Gaming). The Retail Store Enhancement program employs industry best practices in store makeovers to improve merchandising, branding, and overall presence of lottery and sports wagering products in licensed retail locations. The program also includes training retailers to better promote these games to their customers.

There are two components to the program. Store makeovers may utilize the full suite of DC Lottery’s internal and external branding and merchandising at licensed retail locations, while more frequent store refreshes involve replacing worn or dated merchandising materials. In FY25 (which just ended September 30), over 40% of the Lottery’s licensed retailer locations were contracted to receive a store makeover, and hundreds of store refreshes and merchandising visits took place throughout the year.

The program prioritizes newly-licensed locations and those that have had a change of ownership. The Lottery’s sales coordinators are proactive in identifying other locations in need of a makeover or refresh, and request those updates on a regular basis.

DC Lottery is proud to offer these services to its retailers. “Every time a store makeover or refresh is completed, it is deemed a success because DC Lottery branding was enhanced and elevated, and retail partners were provided with best-in-class service to help support their business,” says Chief Operating Officer Eugene Vlasenko.

Of course, sales are key, and makeovers have helped with that too. DC Lottery and its vendor partner, Vital Services Corporation, have successfully executed this program for approximately 10 years, and it’s clear that makeovers positively impact sales. In each of the program years, when analyzing sales for the group of licensed retail stores in aggregate that received makeovers, DC Lottery experiences a year-over-year sales increase across those stores.

Store Makeovers in Illinois

In 2023, Allwyn North America created a Store Makeover Program for the Illinois Lottery where top retailers – mainly independents – are selected to receive an Illinois Lottery branded makeover for their store. Independent lottery retailers account for 58% of the total retail footprint in Illinois, and represent 85 of the Lottery’s top 100 retailers.

Retailers are chosen for the program by the Allwyn retail sales team; they are top-selling lottery retailers with good customer relationships. The whole strategy was developed following a controlled test with six retailers in a concentrated area, where in-store marketing materials were placed to increase brand and product awareness of the Illinois Lottery. It was clear from this test that modernizing the look of the Illinois Lottery with updated marketing materials was beneficial to both the Lottery and its retail partners.

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The makeovers include outdoor materials such as window decals, pole wraps, bollard covers and building signs. Inside the store, everything from counters to cooler doors have been refreshed, with new floor decals in front of Lottery vending machines and tabletop decals promoting Fast Play and instant tickets. The focal point is always to increase Illinois Lottery brand awareness in as many places throughout the store as possible. Where possible, each makeover includes a “Winners Wall,” where winning tickets and large win belief awareness posters can be displayed.

Retailers have been receptive to these makeovers and have been engaged with providing feedback and input on design. Mockups of how the store will look are provided for approval, and the installation is planned to avoid disruptions in store hours and busy periods.

Six independent retailers received Illinois Lottery store makeovers in 2024 and 2025, and are reaping the benefits of increased awareness and increased sales. The Illinois Lottery is continuing this program with two additional retailers scheduled for makeovers in 2025 and two in 2026 (four total in FY26). Overall, the program has been a success, leading to strengthened relationships with retail partners, increased brand awareness of the Illinois Lottery, and increased sales.

Visual Impact in Kentucky

The Kentucky Lottery’s recent retail refresh at Marathon Express in Taylor Mill shows the value of high-impact visual awareness – leading to significant financial gain for the retailer. Since the changes, the store’s revenue from sales commissions and incentives jumped 31% year over year, and instant ticket sales increased by more than $20,000.

This is just one of many examples of the success at retailers across the state with the Kentucky Lottery’s initiative to refresh storefront signage. Territory Sales Manager Ryan Smith led the effort at Marathon Express, securing the entire front window space next to the entry doors. He educated the retailer about the Lottery’s power to bring customers inside, and then transformed that area into a high visibility selling point. Smith added an electric “Play Here” sign and a custom window decal, unifying the display to make it impossible to miss. This strategy immediately increased visibility from the street and the gas pumps, strengthening the customer relationship before they even walked in.

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The interior changes added convenience and increased the opportunity for impulse purchases. The retailer qualified for a second vending machine, making it easier for more players to buy tickets. Smith also added new point-of-sale displays to a long counter, giving the whole area a cleaner look by putting Lottery products front and center. If the product is out of sight, out of mind, you lose the sale.

Looking forward, Smith’s next steps involve helping the owner become a cashing agent. In Kentucky, a select group of retailers are cashing agents. There are nearly 250 across the state which are allowed to cash up to $5,000 game prizes, and 16 super cashing agents which are allowed to cash up to $25,000 in game prizes. This is a crucial move because it brings winning players back into the store, where they often spend their cash prize on more tickets. Even more important is the focus on staff training: helping store clerks understand the need to “ask for the sale.” All the excellent awareness work sets the stage, but the staff must capitalize on the opportunity to convert that visibility into a purchase.

Compact Super Stores in Nebraska

The Nebraska Lottery has remodeled a few stores designated as Compact Super Stores. At these locations, the retailer agrees to carry more instant ticket facings and provide space for custom Lottery signage. The concept can be implemented in stores with less space than other retailers, and the result is a more attractive location to showcase Lottery products – with increased sales.

Stores are chosen for this remodeling based on both the average rate of sale and the overall sales, explains Key Accounts Manager Eric Souders. The goal, of course, is to make sure that lottery is front and center. “We want every customer to see our product on the path to purchase.”

Critical to this strategy is the implementation of lighted ticket menu boards. “These create convenience for our players and helps increase overall customer satisfaction.” Some locations will also have window signage and increased winner awareness signage. Souders noted very positive results in these remodeled stores so far, with an increase in instant ticket sales as high as 32% and increased overall customer satisfaction.

Every Detail Matters

The previous makeover examples typically include many of the upgrades that other lotteries are doing in more measured steps. Lotteries in this section are finding great success with improving just some of the visual cues that lottery is available.

Seemingly small changes have had a significant impact on sales for the Arkansas Scholarship Lottery. Low-profile signs on top Walmart vending machines promote cashing, which helps drive more business and retailer commissions. Walmart openly expresses their excitement about Arkansas leading the way with consistent high cashing numbers. In addition, a year-long pilot with 3-foot tri-tower jackpot signs on vending machines was tremendously successful. Tested across seven Arkansas Walmart Supercenter locations, instant sales increased 42.73%, draw sales grew 64.97%, and overall lottery sales rose 47.63%. The exceptionally tall setup is designed to enhance visibility and boost lottery sales, and the Walmart success led to similar installations at 33 Kroger stores, and by the end of this month, all 17 Love’s locations will also have these tri-tower jackpot signs.

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Ceiling-mounted digital menu boards have had a big impact on 40 Arkansas stores acquired by Circle K last year. They were originally a local chain that did not sell lottery. When they reopened under the Circle K brand, limited counter space meant the instant ticket displays were not placed consistently, and customers couldn’t always see the ticket assortment. As a result, lottery sales were well below expectations after three months. Circle K began a store remodeling program, and a collaborative effort with the Lottery created a more effective solution with the ceiling-mounted digital menu boards. In addition to solving the counter space problem, they improve the customer experience and provide more support to lottery players.

The British Columbia Lottery Corp. has had success with a several point-of-sale initiatives. For example, to promote its Concert of a Lifetime ticket, some 160 Parkland retail locations were transformed into destination lottery hotspots. Full-site POS packages included pump toppers, window posters, floor decals, checkout wobblers, tent cards, and digital displays on both BCLC and Parkland-owned monitors. This execution was paired with an exclusive Parkland loyalty program offer ($5 off two tickets). Parkland became the #1 performing banner for COAL.

Another program focusing on retail POS involved the launch of a new $50 scratch ticket. BCLC introduced a first-of-its-kind customizable POS kit program. Retailers could select from options such as life-sized ticket standees, wobblers, tent cards, and window decals. Stores with incremental POS kits, on average, experienced a 154% increase in sales compared to stores without POS.

BCLC is also moving towards establishing “winning ticket sold here” areas with permanent store-specific POS that highlights recent wins. It differs from the tradition of doing single-day celebrations of big winners. The goal with this shift is to create ongoing visibility and retailer pride.

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The California Lottery is focused on upgrades and improvements in best practices for displays. A shift from in-counter to on-counter placements boosts the visibility and product awareness for players further back in the line. The goal is to make the products more engaging and accessible at every point in the customer journey. The Lottery also has some pilot programs for digital menu boards and playstand enhancements in the works.

The relationship between any lottery and its retailers can prove very beneficial. A California Lottery retailer is putting a $25,000 selling bonus to good use, turning a parking lot into an outdoor lottery hub and community gathering space. For George Kai, owner of Check ‘n’ Bottle in Los Angeles, selling lottery tickets has never been about the games – it’s about people and community. “They love the vibes, they love the music, they love my customer service, they love my employees,” he said. The new space will offer neighbors a welcoming place to purchase California Lottery games, check results, and enjoy the excitement of play together. Kai also plans to host local food trucks, live entertainment, car nights, bike nights, and other neighborhood events – all designed to bring people together and celebrate the spirit of the community.

The Colorado Lottery recently completed a full system conversion, which is providing retailers with new terminals and self-service units, along with a whole host of new digital tools and display options. New touchscreen digital vending machines are helping the Lottery expand into new tradestyles for vending, focusing on convenience with gas and non-traditional locations like bowling alleys, bars and restaurants. The Lottery has placed Scientific Games’ SciQ units in 380 retailers with digital menu boards, and is placing 100 Schafer digital menu boards; those are currently being tested in selected Murphy Express locations. Digital menu boards from Brightstar Lottery are also being tested this year. Digital jackpot signs are going into all 3,100 retail locations, and there are ongoing tests on LED Colorado Lottery logo signs.

The Lottery is also working on retail optimization, and part of that is identifying retailers that do not carry instant tickets of $20 and higher. With a goal of adding those higher price points, and increasing facings in general, the Lottery is offering the LED logo signs and the Schafer Halo dispensing units as incentives.

Ontario Lottery and Gaming is another that has completed a retail digital transformation, with a modern lottery presence offering a variety of digital displays, new generations of playstands, ticket displays and outdoor jackpot signs, and the latest self-service lottery terminals. The integration of digital displays allows for real-time content updates on new games, jackpot alerts, and promotional campaigns that can be pushed across all locations. Each digital display targets a different point in the customer journey.

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These efforts have had positive impacts on sales. For example, after their initial launches, wireless jackpot signs produced a 5% sales increase, and digital menu boards a 7% sales increase. More recently, a pilot test of digital back shields (customer-facing digital displays on the back of lottery terminals) saw as much as a 10% sales increase when videos for draw games and scratch tickets were displayed.

The Pennsylvania Lottery recently launched a pilot program to enhance the visibility and merchandising of instant tickets. At selected high-traffic retailers, Schafer HALO dual bingo dispensers are being installed; the illuminated units modernize the presentation of lottery products and increase ticket visibility. Sales and player responses are being monitored during the pilot to guide potential future expansion. “Introducing modern eye-catching displays helps us evaluate their performance, observe player response, and identify opportunities to strengthen lottery sales across our market,” explains Eric Grubbs, Deputy Executive Director of Sales & Retail Operations.

HALO display units were also incorporated into a South Dakota Lottery pilot program at 11 retailers in the southeastern area of the state. The goal of the project was to measure the impact of these units on sales and increase the Lottery footprint at retail locations. Participating retailers were chosen by their willingness to take part in the program and the strength of their sales. The pilot began last March and continued for three months. While results are still being evaluated, average sales increased by 20% at these locations, stronger growth than at other locations in South Dakota. The Lottery is considering another pilot program in the western part of the state.

The Virginia Lottery has done full-store makeovers in the past, with wraps and branding elements throughout, but it was hard to ascertain any tangible benefits of those efforts. With the recent launch of a new brand, rather than replacing those elements at retail, the team will now be focused on supporting retail sales through more impactful initiatives such as digital menu boards, illuminated ticket displays, and digital playcenters.

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A Beneficial Partnership in Texas

Strategic expansion and marketing efforts in Texas have triggered healthy increases in Texas Lottery sales at Kroger fuel kiosks. Prior to 2020, Kroger did not offer lottery products at its fuel kiosks in the state. Recognizing a growing opportunity to meet customers at trending purchase points, Kroger partnered with the Texas Lottery and Brightstar Lottery to expand its lottery footprint. Through this collaboration, all 148 Kroger fuel locations in Texas were equipped with lottery terminals, jackpot signs, outdoor menu boards and scratch ticket bins, enhancing visibility and accessibility for customers.

Following the Texas Lottery’s implementation of age verification software on vending machines December 30, 2024, Kroger observed a notable increase in lottery sales at its fuel kiosks. In response, the company increased the number of scratch ticket games offered at the kiosks and introduced more targeted POS. Kroger 2025 fuel location sales year-over-year have grown nearly 11%, with marked improvements in both transaction volume and overall sales compared to the same period in 2024.

Last year, Kroger capitalized on National Lottery Day (July 17, 2024) by promoting a fuel points credit promotion across its Texas divisions. This initiative was supported through a multi-channel campaign, including in-store audio messaging, signage on fuel station trash receptacles, placement on exterior fuel menu boards, and use of Additech digital screens where available. Kroger managed the promotion, while Brightstar designed, produced and funded the fuel menu boards’ draw games schedule insert used during this promotion and obtained the Texas Lottery’s approval prior to printing.

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The promotion offered customers 50 fuel points for every $20 in Texas Lottery scratch ticket purchases made at participating Kroger fuel kiosks. These points could only be redeemed for fuel purchases. The results were impressive, increasing the average lottery spend per fuel transaction by 101% (Houston division) and 89% (Dallas division). Combined, over 2,400 promotional credit redemptions were processed.

This initiative, along with the focused effort to expand and optimize lottery sales at fuel kiosks, demonstrates how cross-functional collaboration within Kroger’s departments and strategic planning and execution from the Texas Lottery and Brightstar Lottery can unlock new growth opportunities.

That's a Wrap!

These examples are only the tip of the iceberg of what lotteries have done across North America. Others are “in progress” due to a recent system conversion or an upcoming contract award. Clearly the modern technology being incorporated into lottery merchandising products by industry vendors has made a significant impact on lottery awareness, ease of access and visual appeal at the retail level.

As they look to expand their retail footprint, perhaps thinking outside the box about what a “lottery retailer” can be, all of these modern tools are vital to meeting customer expectations.