Evolving to Meet Changing Player Values

Insights Online
21 hours ago
18 min read

Updated: 6 hours ago

NASPL Insights Online

Published September 9, 2025

At a time when technology – and consumer interaction with technology – is changing at a rapid pace, emerging young adults see the world in different ways than the generations who have gone before. Yes, they take advantage of all that technology offers. Yet they are also careful about the companies, products and services they support, and their ultimate life goals may be different from previous generations. That seems to place lotteries in a favorable position to capture broader consumer attention.

To get ideas about how lotteries can adapt, we asked our Associate Member Partners the following question: Younger generations often value experiences, social impact and personalization. How can lotteries evolve to reflect these values without alienating their core base?

We encourage readers to carefully review the following answers to our question, which cover all sorts of activities in which lotteries engage. If you are attending the NASPL Annual Conference in Niagara Falls, most of these companies have a presence at the trade show. Be sure to visit all the booths in the exhibit hall to learn more about how our partners are assisting lotteries with today’s challenges.

Convenience Rules

A mobile-first approach to player engagement with convenience as a core tenet is the heart of future lottery experiences and what the next generations of consumers demand. We need to meet players where they are in their daily journeys versus players seeking out lottery. And they should be able to pay in the most convenient way possible: with digital wallets on mobile devices.

Can you imagine a player taking an Uber to a convenience store to buy their Mega Millions ticket when there’s a jackpot run? Or is that purchase experience better delivered when they are at home ordering dinner through their phone’s food delivery app? Or while shopping online at their favorite e-commerce site? Or in a Lyft headed to a social event?

Lotteries must evolve to deliver value wherever consumers are.

Experiences

Today, core marketing messages for lottery games center on cash prizes. Part of the reason sports betting is so appealing is that it’s tied to experiences that create ongoing engagement and excitement. Lottery must evolve in a similar way by offering exciting, once-in-a-lifetime “experiences,” like linked games winner events, which are different than just another cash prize. Additionally, games must become more social by offering compelling, multi-player interactive experiences.

Social Impact

Players may eventually want a say in where good cause funding goes, and games can be created for specific causes to appeal to player segments. Responsible gaming will be taken more seriously. The ability to proactively identify the signs of unhealthy play will become more pressing as the next generation highly values mental health.

Personalization

With the advancement of personalization across all consumer products, players will also expect a unique lottery journey and uniquely personalized games. As we think about the future of lottery experiences, and online and digital wallet use continues to grow, lotteries will have more information about their players to create experiences tailored specifically to them.

Registered players will have unique home pages and personalized marketing communications. They’ll have access to a seemingly unlimited supply of games (no longer a small, curated selection) offered in a personalized way based on their previous interactions and playstyle preferences. AI will likely be leveraged to tailor games and personalize play elements specific to a player.

These advancements will not alienate today’s core players. Modernization will elevate the overall lottery experience to be on par with their other favorite consumer product experiences.

- Matt Lynch, President, Digital

Evolving with the Modern Lottery Consumer

The conversation around lottery innovation often centers on younger generations – but today’s expectations are broader and more universal. The modern lottery player spans all age groups and increasingly demands mobile-first, personalized, and purpose-driven experiences. As competition for entertainment dollars continues to grow, so do expectations for user experience – and today’s lottery players are no exception.

This shift isn’t about targeting a single demographic. It’s about adapting to changing behavior across the board. Players increasingly expect a personalized experience with relevant content, seamless digital access, and engagement that reflects their interests – essentials that are no longer optional.

Enhancements like mobile ticket scanning, digital wallets, and loyalty program participation make the experience more convenient without changing the core appeal for long-time players.

Personalization, Mobile, and the Power of Data

Lottery players want tailored game suggestions, timely promotions, and loyalty experiences that match their preferences. A mobile-first approach is foundational – but it’s the real-time data, predictive models, and in-the-moment touchpoints that unlock the greatest value.

By capturing behavioral data, purchase patterns, and channel preferences across both online and retail products, lotteries can build a complete view of the player. This enables truly personalized omnichannel experiences.

Further, lotteries are uniquely positioned to deepen trust through transparent messaging, especially around how proceeds benefit the local communities they support. When paired with one-on-one communication, these messages become more powerful and emotionally resonant.

Purpose, Experience, and Participation

Younger audiences – and increasingly, all consumers – prioritize experiences and align spending with personal values. Storytelling around the “why” behind lottery becomes a key engagement driver. Lotteries can tap into this by reframing gameplay as a way to support meaningful causes.

Digital platforms and social media create space for interactive, purpose-driven experiences that extend beyond the ticket – building loyalty through connections, not just prizes.

From Broadcast to Relationship

Mass communication is giving way to individualized, two-way engagement. A complete player view, powered by data, enables this shift. Lotteries can now move toward a dynamic, 1:1 relationship that enhances the experience for both new and longtime players. This personalized approach boosts relevance, builds loyalty, and modernizes the lottery experience.

An Inclusive Future

This evolution isn’t about thinking about one audience differently than another – it’s about creating an experience that resonates with today’s modern consumer. With data as the foundation, lotteries can deliver personalization, purpose, and relevance – building lasting relationships across generations.

Lotteries today feel like a radio playing in a world of streaming. For years, we have relied on the same channels and audiences, but listening habits have changed. The issue is no longer whether this shift is happening. It is what we are doing about it.

Across the industry, discretionary spending is tightening. Consumers are more cautious and selective about where they spend their time and money. In a world built for instant access and seamless experiences, the traditional lottery model can feel disconnected.

The demand for entertainment, excitement, and social impact has not disappeared. It has evolved. Players now expect options, personalization, and a deeper sense of purpose. Yet many lottery systems remain built around fixed prize structures, dated game formats, and outdated distribution models that assume consumer behavior has stood still.

To grow or even stay relevant, we need to change the conversation:

What are we doing to connect with new audiences where they are now, not where they used to be?
How do we define product innovation when traditional games are losing cultural relevance?
Are we investing in data, experiences, and identity or simply maintaining legacy systems?

It is dangerous to mistake stability or small gains for lasting success. Sales may appear solid in the short term, but long-term decline often goes unnoticed until it becomes irreversible. We must be willing to reinvent before we are disrupted.

This is not about abandoning what works. It is about evolving how we think about value, interaction, and connection in the lottery experience. Today’s players want convenience and meaning whether they are on their phones or at the checkout line.

The challenge is real. The solution is not patching the old. It is rethinking what comes next. If we are not designing for the future generation of players, we are designing for decline.

- Andrew Caswell, Retail Optimization Lead

Younger adults, who are particularly fluent in digital environments, expect dynamic, modern gaming experiences and a digital path to engagement. Lotteries can appeal to them through a multifaceted approach to engagement and personalization:

Understand the New Consumer Journey

Focus on the use of the mobile lottery app to offer a seamless new-user journey, making it convenient for younger adults to access the games they want to play, and use recommendation engines to connect them to the content that will resonate most.

Digital First Engagement

Even in markets where iLottery sales are not yet permitted, lotteries can capitalize on mobile functionality to engage young adults. Mobile platforms allow for personalization, tailored messaging, interactive experiences, and gamification that resonate strongly with this audience.

Personalized Experiences

Leveraging data to customize interactions – from tailored promotions to personalized gaming options – enhances engagement and builds loyalty. AI-driven solutions can streamline personalization, delivering curated experiences that reflect individual preferences.

Create Realistic and Immersive Game Interactions

Bridge the gap between traditional and contemporary preferences by introducing new play mechanics, such as those that mimic the realism and interactivity of digital gaming, offering captivating visuals and new value propositions geared to young adults.

Revamp Product Portfolios

Develop a diverse range of games that cater to micro-segments. Our research found that young adult players have a strong interest in fresh content featuring radical designs and inventive mechanics. Offer games that allow players to engage at their convenience, participate actively, and select from a diverse range of adventures.

Align With Values

Use location data to connect socially conscious audiences to specific causes that resonate with them and their local area. Connect players to real-life experiences that are motivating, via experiential prizes such as concerts and travel, or pop-up events.

Connected Play Opportunities

Expand digitalization at retail, allowing players to opt in if they want to experience more seamless interaction across platforms and devices, fostering both greater accessibility and a more immersive relationship.

Broaden Points of Purchase

Offering convenient in-lane opportunities and expanding sales to varied types of retail locations can provide more access for young adults and other busy individuals, while conveniently integrating lottery into everyday routines.

These strategies aren’t just about keeping lottery relevant. By engaging digitally with personalization, convenience, and the social resonance that modern audiences crave, lotteries can continue to build loyalty and sustainable growth.

To connect with younger, digitally-native players of legal age, lotteries must prioritize seamless experiences and intelligent personalization, while preserving familiarity with longtime players. This requires careful consideration of the consumer experience at every touchpoint.

Whether it’s a player’s club account or a full iLottery account, embedded tools like widgets streamline key functions such as registration, login, deposits, game purchases, and prize withdrawals. These tools enhance functionality without requiring a full site or app redesign, supporting a smooth, mobile-first experience that meets the expectations of a generation that values speed, convenience, and accessibility, while still offering consistency for traditional players.

CRM platforms play a critical role in personalizing interactions. Dynamic content, such as tailored bonus offers or game recommendations, increases relevance, drives engagement, and fosters loyalty. For digital-first players, this level of personalization is not optional – it’s expected. Efforts like these are key to driving satisfaction and retention, as demonstrated by top per capita lotteries such as Michigan, New Hampshire, North Carolina, and Virginia.

Social impact and meaningful experiences also matter. Lotteries can offer experiential rewards and highlight how proceeds are used, giving players the option to participate in mission-driven campaigns that build stronger emotional connections.

By integrating these enhancements, lotteries can attract and retain players with evolving online preferences without compromising the experience for traditional audiences. This balance is achieved through continuous innovation informed by player research and supported by a strong commitment to responsible gaming.

- Stephanie DuVal, Director of Customer Marketing, North America

Beyond the Terminal: How Lotteries Can Win the Hearts of the Next Generation

As younger generations redefine how, where, and why they engage with their favorite brands, lotteries are facing a pivotal challenge: “How do we stay relevant in an age that prizes instant access, personalization, and social values?” The answer lies in reimagining the lottery experience by breaking away from legacy infrastructure and embedding the user experience seamlessly into daily life.

Lottery needs to consider a shift in this current thinking, by enabling players to interact with lottery products wherever they shop. Whether that be at the staffed checkout lane, at a self-service kiosk, or via mobile or through eCommerce. Integrating with the retailers’ systems and placing lottery at every point of interaction in all the major grocery, drug and C-store outlets will remove the dependence on existing standalone lottery terminals or vending machines. The retailers then become empowered to offer lottery in a truly omnichannel environment, enhancing convenience for players while unlocking growth for lotteries. Retailers are starting to recognize and embrace the benefits that integrated solutions deliver.

It also opens up “green field” market opportunities by engaging with all the leading hospitality vendors, to align with the expectations of younger generations. This is not just about selling more tickets – it’s about meeting people where they are, how they live, and how they shop. It truly is lottery everywhere.

Lotteries can and should evolve their marketing strategies to reflect key values of younger generations – experience, impact, and personalization – without compromising those traditions valued by long-time players. The solution is in finding a balanced, informed approach steeped within four important strategic guidelines:

Create Memorable Experiences: Younger consumers seek interaction and entertainment. By gamifying lottery play – through apps, challenges, rewards, and immersive storytelling – we can turn ticket purchases into dynamic experiences. These enhancements keep gameplay fun and relevant, especially in mobile-first environments.

Showcase Social Impact: Purpose matters. Today’s consumers want to know that their dollars are making a difference. Digital tools like QR codes, apps, and social media storytelling all help lotteries spotlight the positive impact of lottery proceeds. Cause-based games tied to education, veteran’s initiatives, healthcare, and community give players a deeper reason to engage.

Make It Personal: Personalization drives connection. Using data analytics and AI, lotteries can deliver tailored promotions, game recommendations, and experiences that resonate with individual players. From personalized offers to themed, narrative-driven games, the more relevant the content, the stronger the engagement.

Respect the Core Base: While innovation is critical, the nature of the lottery industry itself makes it important that such innovation coexist with what’s familiar. That’s why the focus needs to be on bridging together traditional and digital play – with features like retail ticket scanning in apps – while prioritizing responsible gaming and transparency across all platforms.

- Paul Guziel, Chief Executive Officer

Meaningful impact starts with understanding people, their behaviors, values and aspirations. Younger generations prioritize personalization, purpose and memorable experiences. This presents a powerful opportunity for lotteries to evolve without alienating their loyal base.

Emotionally resonant experiences that are simple to access can connect with players of all ages. From private concerts to curated trips and pop-up game shows, promotions that create shareable moments will naturally drive engagement. But it’s not about one-off events, it’s about building a consistent pipeline of high-impact, value-driven experiences that reward loyalty through diverse opportunities and sustain excitement over time. Current and future players can dream of being part of the unique moments.

Live game shows are a powerful tool to modernize the lottery experience while honoring tradition. They create immersive moments that resonate with younger audiences while preserving the excitement long-time players expect. It’s not about replacing traditional formats, it’s about blending them with fresh, innovative ideas.

Simplicity is central. While today’s players are tech-savvy, they value intuitive, low-barrier entry points. Programs need to be easy to engage with and crafted to deliver instant gratification.

Above all, purpose drives relevance. Integrating mission-based impact, from sustainability to community support, should be the core of every promotion. When lotteries create cross-promotional opportunities that give back, play becomes more than just entertainment.

The future of lottery lies in balance – bridging generations through fun, meaningful moments that connect, inspire, and evolve with the times.

Lotteries can increase engagement with both younger generations and existing players by modernizing the lottery retail environment. Creating a digital communication platform at retail enables lotteries to target the right message to the right place at the right time – transforming retail into a personalized, omnichannel brand experience.

A retail digital signage network can include a wide range of displays, such as digital menu boards, interactive digital playstations, countertop tablets, and live monitor games. However, the most critical component of any digital signage network is the content management software (CMS).

Retail marketing is most effective with dynamically-tailored content based on data. For example, winner awareness and local good cause content targeted by store, city, or region, which research shows is particularly important to younger players.

Lotteries require a powerful, reliable, and secure digital signage CMS that offers the ability to easily tag, schedule, distribute, and automate highly targeted, complex media, including interactive experiences. Key technical considerations also include monitoring capabilities and the ability to scale the network over time.

The future of lottery retail is digitally connected environments that reflect the evolving values of players. Lotteries can implement retail marketing technologies to enhance the player experience, creating environments that are immersive, informative, and socially meaningful – leveraging retail network scale with data-driven communication to connect with players of all ages.

Reaching the Next Generation Without Losing the Last: A New Chapter for Lottery Growth

Younger adult generations are wired differently. They stream instead of surf, swipe instead of scratch, and seek out brands that offer more than just products, but meaningful experiences. This isn’t a threat – it’s an invitation.

Gaming highlights this shift: Players seek entertainment that’s tailored and creates value beyond the moment of play.

For lotteries, this means the existing playbook – print, prize, repeat – needs a digital appendix. Expanding reach is now essential, inspired by broader consumer trends.

Distributed commerce is a powerful trend across industries, as consumer brands increasingly partner to embed their products and services within ecosystems customers already use. When applied to lotteries, this model prioritizes access, convenience, and co-branded value – welcoming players to engage with lottery products in digital spaces they already enjoy.

Loyalty is also evolving. Consider the Marriott Bonvoy-Uber linked loyalty partnership, allowing members to earn Bonvoy points on qualifying rides and Uber Eats orders. It’s a compelling value ecosystem that deepens brand engagement without requiring new behavior.

Social impact matters to younger generations, and lotteries are already in step – funding public good and practicing responsible gaming. The key is connecting through modern access points that turn alignment into engagement.

The path to lottery growth isn’t about abandoning what works, but modernizing how it’s delivered. Through thoughtful integration, lotteries can meet a new generation of players without leaving loyal players behind. The next chapter will be written through collaboration, not competition.

Shifting towards a younger lottery demographic has been underway for years, driven largely by the rise of digital platforms. Younger generations are drawn to digital-first experiences that prioritize ease of access, instant gratification, and values like social impact, personalization, and immersive engagement.

Without alienating their core base, lotteries should embrace multichannel strategies. Offering products that bridge retail and digital channels allows traditional players to continue engaging through familiar mediums, while inviting younger audiences to connect through more dynamic, modern ones. Branded content or licensed games can serve both groups and create shared value.

Younger audiences, raised on mobile games and on-demand digital content, expect speed, variety, and a sense of elevated gameplay. While the Tumbler model the industry knows and loves laid the foundation, more recent iterations build on it, delivering a fast-paced next-gen experience that keeps up with how these players consume entertainment today. Lotteries offering this mechanic will reap the benefits of including added value entertainment within their game suite.

Lotteries should also focus on brand partnerships and campaigns that feel culturally relevant and personally meaningful. Younger players may not realize that their play supports state beneficiaries like education or community programs. Communicating that impact more clearly can strengthen emotional connection and trust.

Finally, personalized web and app experiences are essential. Strategic lottery platforms offer a wide range of games, with features like tailored recommendations, leaderboards, or playing to support beneficiaries. Giving younger players a sense of choice and control is key to long-term engagement in growing lotteries.

Lotteries for the Younger Generation

The key enabler for lotteries to connect and remain relevant to the younger generation is the evolution of digitalization, both online and in retail. Younger players focus on experiences, social impact and personalization, which are very individual. The current growth of data driven solutions (e.g. CRM, data analytics, AI) allows lotteries to engage with their (younger) players on a personal level.

We all know that the mobile phone has almost become an intrinsic “body part,” and tailored game offerings, dynamic and real-time communication can all be realized, where data insights can create the experiences that resonate with individual interest and behavior.

Digital platforms allow lotteries to engage players through personalized game content. By leveraging data insights, lotteries can create a deeper and more relevant connection with each individual player.

An important aspect in this evolution is also the rooted responsibility that lotteries offer, as they now, and always should, demonstrate that a revenue-generating model can coexist with a strong commitment to a responsible game offering for the public good.

Prioritizing responsible gaming and (also) using digital tools to identify and prevent problem gambling, lotteries can ensure that the game experience is not only fun and entertaining, but at the same time remains safe and controlled within personal limits.

Ultimately, by embracing digitalization and data-driven personalization while maintaining a strong ethical foundation, lotteries can offer fun, socially conscious gaming that appeals to younger generations.

- Edwin van Zon, Business Development Director

Younger generations are drawn to experiences that feel personal, values-driven, and digitally native. To evolve without alienating core players, lotteries can leverage the data they already have, combined with smart technology, to deliver more personalized, relevant experiences for all customer segments.

There are solutions that can help make this a reality. By tapping into contextual data (like location, time of day, regional preferences, or even demographic trends), lotteries can display content that feels timely, local, and personalized right at the point of sale. Whether it’s showcasing a high jackpot to a commuter during their morning coffee run, highlighting contributions to local community initiatives, or promoting a new draw game to a digitally curious customer, these micro-moments build connection and relevance.

Importantly, this approach doesn’t replace the core lottery experience, but enhances it. It brings in younger players while respecting what long-time players already love: the excitement, the simplicity, and the dream of winning big.

Much has been said, and researched, on this topic in the past few years. And no doubt much more is yet to be discovered. What we have discovered so far focuses on three key areas:

Emphasizing social impact: Younger consumers care more deeply about social causes and want to see tangible impacts from their purchases. Lotteries should highlight how proceeds support community programs, education, and other social initiatives. Targeted awareness campaigns can educate younger players about the positive outcomes of lottery revenue. Partnerships with purpose-driven organizations aligned with causes that resonate with younger demographics could also increase engagement.

Improving communication and simplifying options: Many younger consumers are unsure about lottery products and purchasing processes. Lotteries should create clear, targeted messaging explaining game options and how to play. Curating product offerings or creating guided experiences could help overcome choice paralysis and make lottery participation less intimidating for new players.

Enhancing social experiences: Younger generations value shared experiences and social connections. Lotteries can tap into this by developing games with social elements, such as group play options or digital platforms that allow friends to participate together. Where legal, online lottery options are particularly appealing to younger players and can incorporate social features.

The key with any of the above strategies is to offer new, targeted experiences alongside classic lottery products, allowing each demographic (younger and older) to engage in ways that align with their preferences and values.

- Scott Morasch, Senior Vice President

One of the greatest challenges facing lotteries is the importance of providing younger players with interactive options that offer new, engaging, and innovative experiences while appealing to the existing lottery player.

There are great opportunities for new hardware and software solutions that will increase spontaneous play at retail and engage players from all generations. There are also opportunities in providing new devices at retail that will offer frictionless experiences and lower the cost of acquiring known players.

By working with modern technology solutions, lotteries should move towards more accessible play with touchscreen terminals designed to focus on ease of access and player experience. Even better, these could be easily placed in various areas within a retail environment, from the produce department to the checkout aisle.

With the ability to display active lottery draws or sports betting offerings, accessible hardware solutions would capture the attention of younger generations and provide simplicity in the lottery or sports betting selection process. This simplicity would also appeal to core players and would increase spontaneous play within that player category. With intelligent design, it also enables the opportunity for anonymous play, helping to remove obstacles for players such as creating player accounts. As the customer experience is so easy, this also increases the probability of them becoming known players.

Lottery operators have the advantage of existing infrastructure and trained retailers with access to multi-jurisdictional games. Lottery operators working with technology partners can leverage their retail locations with solutions that appeal to younger generations of players while increasing spontaneous and casual engagement for the existing customer base, and driving known play.

Working with both lotteries and government agencies, I’ve seen that younger generations are guided more by behavior than by stated ideals. They expect services to be fast, intuitive, and respectful of their time. When they care about social impact, they want the option to learn more if they choose. Trust and transparency should be easy to find, not heavily promoted.

This is not about tracking every dollar. It is about knowing the information is available if needed. Transparency should be a built-in feature, not a marketing point. Players may not read every detail, but they expect a credible and accessible system.

Personalization does not require deep customization. A timely reminder or a simple, efficient process can feel just as tailored. Younger users respond to systems that are well designed, that move quickly, and that do not waste their time.

Core players often prefer routine. Many value physical tickets and the sense of tradition that comes with them. Lotteries can serve both audiences by maintaining the familiar experience while quietly expanding access and convenience.

The most meaningful progress happens behind the scenes. When processes like licensing, claims, and records are streamlined, staff can focus on delivering better service. A lottery that runs well builds trust with every interaction.

Meeting modern expectations does not require dramatic change. It requires practical, steady improvements that reflect how people actually use public services today.

- John Kelly Green, Chief Strategy Officer for ECM Solutions

Lotteries can evolve by making the entire experience more personal and purpose-driven, without changing what legacy players already value. Younger players still want to win the lottery, but they care about where that money goes. Educating young players by letting them know where their player dollars go allows them to choose which causes their ticket supports, such as education or environmental efforts. It gives younger players a sense of impact.

Also, a mobile-first approach with targeted content, with emphasis on the user experience, brings the lottery experience closer to how they already engage with entertainment. The key is to offer these additions as enhancements, not replacements. Keep the traditional games intact while giving younger players more transparency and connection.

- Jonathan Kaoh, Vice President, Sales & Operations

As someone who has spent over 16 years working closely with lottery organizations worldwide, I’ve seen firsthand how the industry has evolved – and how resilient its core player base is. At the same time, it’s clear that the expectations of younger generations are shaping the future of entertainment, gaming, and brand loyalty.

To connect with these younger audiences, lotteries must lean into authenticity and purpose. That means creating experiences that are not just about winning, but about engagement, transparency, and even giving back. For example, lotteries could expand digital platforms to offer more interactive, personalized experiences – like customizable game journeys or community-based challenges that still retain the thrill of a draw.

Equally important is emphasizing the positive social impact lotteries already make. Many younger players aren’t aware that proceeds often support education, infrastructure, or public programs. Telling that story more boldly – through content, design, and partnerships – can make participation feel meaningful.

That said, evolution doesn’t have to mean abandoning tradition. There’s room to innovate within the classic framework. Traditional draw machines are still trusted for their integrity and transparency. These same machines can be integrated into live-streamed or gamified experiences that speak to younger audiences while reinforcing fairness – something both new and longtime players care deeply about.

In short, it’s about striking a balance: honoring the values of reliability and trust that built the industry, while opening new doors to creativity, personalization, and purpose-driven engagement.

- Mariana Mokritski, Director, Client Services