Personalization Drives Relevance

Communicating with players is elevated to an art form when messaging is tailored to player interests and goals.

By NASPL Insights Online

Published June 23, 2026

Loyalty programs and personalization strategies are widespread among consumer-oriented companies and organizations, and lotteries are gaining traction. Most lotteries offer a players club at some level, and many offer online sales, and the varying capabilities of those programs help determine just what lotteries do in the area of customer relationship management and personalization messaging.

These messages may promote scratch games and second-chance opportunities, draw-based games (DBG), or (in the case of lotteries with online sales) eInstant games. They may highlight key milestones for each player, including birthday wishes, while providing an engaging offer. For these lotteries, it’s all about providing relevant communications through personalization.

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While lotteries offering online sales generally know more about their players than those that don’t, some of the more sophisticated CRM programs are offered by lotteries without online sales. They rely on active player participation for entering their tickets and responding to promotions.

We asked lotteries a series of questions about personalization, and the responses below run the gamut from “just getting started” to sophisticated CRM programs that rival some of the best consumer products companies out there.

Lotteries indicated that they rarely, if ever, receive any pushback on the personalized messages they send to their players club members or iLottery players. That’s because personalized messages are seen to be more relevant and valuable to a player, and not something to just ignore or send to trash. “Happy Birthday” messages are among player favorites, typically accompanied by a special offer such as a free or discounted ticket purchase. Lotteries generally monitor engagement, delivery rates and unsubscribe requests to help gauge interest in the messages.

As always, we appreciate the responses from those lotteries able to respond to our inquiry. Their (edited) responses below may give ideas to others already engaging in personalization, and to those who haven’t yet gone down this path.

Arizona Lottery

Pollard Banknote manages our CRM and they have provided our responses here.

What types of personalized messages do you send to players and what are your goals?

We deliver personalized messaging across multiple channels (including email, push message notifications and in-app messaging) to players within specific segments based on defined behavioral and engagement criteria. Our primary goal is to deliver content that is highly relevant to each player, increasing the likelihood of engagement and completion of desired actions. Rather than relying on broad, mass communications, we focus on tailoring messages to align with players’ past behavior, preferences, and engagement levels. This approach helps ensure that communications feel more meaningful and timely, ultimately supporting both ongoing engagement and long-term player retention.

How often do you send personalized messages to your players and what levels of personalization are typical?

Frequency of messaging can vary based on the player and the campaigns that are currently live on the platform at a given time. Segmenting messaging can reduce the amount of content an individual player is receiving, while adding more value to what is being shared. Primarily, our team has utilized a unique segmentation to divide our players based on behavior (Scratcher-focused vs. DBG-focused) and engagement levels (Passive, Core or Power). From there we are able to take the general messaging about new ticket launches, second chance promotions, rewards to enter, etc., and adjust the language and offers to cater to players based on their segments. For example, jackpot alerts sent to DBG-focused players who are mid-high engaged might be more likely to engage if we add an offer to the message; for example, “On your next Powerball ticket entered into Players Club, receive 500 bonus points.”

How do you define success in a personalized messaging campaign, and what types of messaging have been most effective?

We define success through measurable impact on player behavior, supported by structured testing. A/B testing is a key component, allowing us to evaluate which messaging, language, and offers resonate most effectively within a given segment. We also incorporate control groups who do not receive the communication, enabling us to compare conversion rates across test groups (A, B, and Control) and determine whether the messaging drives statistically significant lift in desired actions. In terms of effectiveness, targeted reminder communications have consistently performed well. The key is to focus these messages on players who are most likely to complete the intended action, rather than sending them broadly.

Examples include sending in-app messages or emails to players who have started a challenge but have not yet completed it, prompting them to finish; nudging players who have already engaged in a promotion with a “last call” reminder before a campaign ends; and triggered “challenge completed” messages that both recognize the player’s achievement and guide them toward their next action on the platform.

This targeted, behavior-driven approach helps maximize relevance and engagement while reinforcing continued participation. We’ve seen tailored email copy improve click-through rates by up to 35% over generic messaging. Our Power players open emails at up to 2x the rate of Passive players. Segmented emails that matched content to audience have reached up to 13% click rates vs. 1.1-1.8% for mass marketing emails in the same month.

Any other insights on personalization, and is there anything you are looking forward to trying?

We believe this is just the tip of the iceberg when it comes to personalized messaging. We’re looking forward to further testing and refining both messaging strategies and offer structures to better understand which language, tone, and incentives resonate most with different player segments. This continued testing is critical not only for extending player retention, but also for developing more effective ways to re-engage players at key moments throughout their loyalty journey. As we deepen our understanding of player behavior, we see significant opportunities to make personalization is more dynamic, timely, and impactful.

British Columbia Lottery Corp.

What types of personalized messages do you send to players and what are your goals?

We use personalized messaging across a player’s lifecycle journey, including in targeted email campaigns. Our goals are to drive player engagement, support player retention, and deliver relevant, responsible communications.

How often do you send personalized messages to your players and what levels of personalization are typical?

Frequency is guided by player activity, lifecycle stage, and business priorities. We use basic personalization (e.g., first name) and player activity data to segment and target audiences, ensuring messages are relevant to player interests and activity.

How do you define success in a personalized messaging campaign, and what types of messaging have been most effective?

Success is measured through engagement (opens, clicks, unsubscribes) and behavioral outcomes such as participation and purchase activity. The most effective messaging is timely, relevant, and clearly tied to a specific value proposition.

Any other insights on personalization, and is there anything you are looking forward to trying?

We are continuing to evolve our approach to personalization, with a focus on enhancing segmentation strategies to better reflect player preferences and behaviors, and exploring more event-driven and real-time messaging opportunities.

Florida Lottery

What types of personalized messages do you send to players and what are your goals?

Our personalized player communications are primarily focused on promotional offers and new game launches. These messages are designed to keep players informed about opportunities available to them through the Florida Lottery and to encourage engagement with our products and promotions.

How often do you send personalized messages to your players and what levels of personalization are typical?

The frequency of our communications varies based on promotional schedules and game launch timelines rather than individual player activity. Generally, messages are sent when there is a new promotion, second-chance drawing, or game launch that may be of interest to our players. Our emails are largely standardized. At this time, we do not extensively tailor messaging based on individual player interests or activities, and we do not attach an individual’s name to each message.

How do you define success in a personalized messaging campaign, and what types of messaging have been most effective?

Success is typically measured through engagement metrics such as email open rates, click-through rates, and participation in featured promotions or game-related activities.

Any other insights on personalization, and is there anything you are looking forward to trying?

As player expectations continue to evolve, there may be opportunities to explore additional personalization strategies that help deliver more relevant content while respecting player privacy and communication preferences. Any future efforts would be focused on improving the player experience by ensuring that communications are timely, useful, and aligned with players’ interests.

Hoosier Lottery

What types of personalized messages do you send to players and what are your goals?

The Hoosier Lottery leverages personalized messages across the website, app, email, in-app messages, in-browser messages, push notifications, SMS and content cards (which appear as cards in a newsfeed section on the web and in the app). We use personalization as dynamic copy (first name added to a message), versioning of an entire channel asset, and to either trigger or hold messages or portions of messages (what we call content blocks) from our players leveraging logic. Additionally, we’re moving away from one-off messaging toward multi-touchpoint, cross-channel journeys. For example, these journeys automatically route a player through email, push, and content cards based on real-time behavior, or lack thereof.

Overall, our strategy positions the Hoosier Lottery as an industry leader that uses data to streamline the player experience and create engagement with our brand. By connecting physical ticket scans and real-time promotional tracking directly in our CRM, we bridge the offline-to-online gap to deliver relevant and responsible digital journeys personalized for every single player.

How often do you send personalized messages to your players and what levels of personalization are typical?

Daily! Our goal is to leverage personalization whenever possible in order to create a seamless and 1:1 experience for our players when they are engaging with us. For example, we will use a first name in a push notification or subject line, sometimes as a test. Additionally, players select preferences for games and alerts, which are then used with dynamic content logic to share updates on the games they want to receive winning numbers or jackpot alerts for in SMS, push and email. We also will remove or deprioritize promotions from being visible based on entry or participation. Finally, we use segmentation to personalize messaging for myLOTTERY (our loyalty program) vs. non-myLOTTERY members, sending messages to log in vs. sign up. Our custom event data captured allows us to track ticket purchasing behaviors and deliver more relevant content based on real-world play.

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How do you define success in a personalized messaging campaign, and what types of messaging have been most effective?

We have tested personalization with the player’s name and define success as having statistically significant results for engagement compared to when we don’t use personalization. Success is also defined by myLOTTERY sign-ups when we segment and encourage players to sign up before they can participate in a promotion. There is no measurement of dynamic content sections but there is research done regularly about the brand to determine if players are happy with Hoosier Lottery, so keeping up those standards or increasing them is a sign of success.

The most effective messaging has been triggering based on personalized data in order to elicit key actions. We have a lot of promotions, and they tend to continue to grow because once a player has signed up, they get other promotional messaging – not the same stuff they already participated in. Additionally, we have seen in our testing that personalized (first name) messages do perform better.

Any other insights on personalization, and is there anything you are looking forward to trying?

We love personalization! As noted, our goal is to create 1:1 journeys that engage players, elicit key actions, and build loyalty towards the Hoosier Lottery brand. Looking ahead, we’re excited to continue evolving our use of personalization. Specifically, we’re implementing custom content cards on our myLOTTERY page that will leverage customer data to display dynamic content, tailored to each player’s recent engagement. This will instantly show them active and past promotions, open drawings, and promotions they’ve already entered, giving them new opportunities daily to engage with the Hoosier Lottery.

Illinois Lottery

What types of personalized messages do you send to players and what are your goals?

Our CRM program’s primary goal is to drive player engagement with our communications. Depending on the content or audience, we may also have more specific KPIs, such as generating all-direct revenue, increasing promotion redemption, or re-engaging lapsed players. We’ve consistently found that personalized communications improves performance against these goals. By leveraging player data and behavioral signals, we can create tailored experiences throughout the customer lifecycle. From jackpot alerts and promotion reminders to gameplay insights and milestone celebrations, our communications are designed to increase relevance, strengthen engagement, and encourage continued play.

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How often do you send personalized messages to your players and what levels of personalization are typical?

Our personalization strategy goes far beyond simply inserting a player’s name into a standard email. We tailor communications based on each player’s iLottery behavior, including their game preferences, purchase history, typical spend levels, and play frequency. Using these signals, we group players into distinct audience segments – such as Fast Play players who have played the game in the past 30 days – and deliver communications that are relevant to their specific interests and behaviors. We aim to have at least one personalized communication sent out each week.

How do you define success in a personalized messaging campaign, and what types of messaging have been most effective?

We measure success by comparing engagement and send-efficiency against non-personalized versions of similar communications. Our primary KPIs include click-to-open rate, click-through rate, and revenue per send.

One of our highest-performing personalized communications is the dynamic Fast Play recommendation alert, which is triggered shortly after a progressive Fast Play jackpot is won and recommends the next highest jackpot. Compared to our standard jackpot alerts, these messages generate higher revenue per send by delivering more timely and relevant content to interested players. Another strong example is our monthly play summary email. Inspired by Spotify Wrapped, the email highlights each player’s most-played online game from the previous month and assigns a customized “player persona” based on their play frequency. Because the content is tailored to each individual’s activity, these emails consistently outperform our standard monthly newsletter in terms of click-through rates and overall engagement.

Any other insights on personalization, and is there anything you are looking forward to trying?

The next milestone on our personalization roadmap is optimizing send times based on individual player behavior. By aligning communications with the times players are most likely to engage and play, we can deliver messages when they are most relevant and actionable. We believe this will further improve engagement while creating a more personalized and seamless player experience. More broadly, we see personalization evolving beyond content and audience segmentation to encompass the entire customer experience – including how, why, and when we communicate with players.

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Kentucky Lottery

What types of personalized messages do you send to players and what are your goals?

Personalization for our players looks less like calling a player out by name, and more like presenting a targeted message to players who are most likely to respond or engage with the campaign based on previous behavior and playing habits. An example of this is our Instant Play Bonus offers. Players who regularly play our games online and engage with the app are most likely to take the desired action that will result in them receiving a reward or Bonus online, so we will target those players with the offer. At times we even pull very granular player lists to grab only those who have shown this behavior regularly in the past. Additionally, we message our players regarding Fun Friday promotional events that take place at retail in an effort to drive foot traffic into geo-targeted areas of the state.

We will also take a group of players who don’t typically take a certain action and try to change that player’s behavior. We have targeted players who haven’t been active on the past three consecutive Sundays with a free $2 Bonus for simply logging in. That offer is sent multiple Sundays in a row to encourage players to make a habit of logging in on Sundays even when there is no Bonus to receive. The goal is to meet players where they are so we can slowly get them to change their behaviors.

How often do you send personalized messages to your players and what levels of personalization are typical?

We send personalized messages weekly to our players. We often add players names into subject lines to catch their attention, but our personalization is primarily targeted offers based on player data that allows us to meet players where they are. Someone who frequently plays online will receive every Instant Play game launch email or push notification, because they are most likely to be conditioned to expect a new game every week. However, if a player has only ever scanned tickets into the app and hasn’t ever made a deposit, then we will send them emails and push notifications that inform them of new scratch-off games or winner awareness campaigns specifically about in-store winners.

How do you define success in a personalized messaging campaign, and what types of messaging have been most effective?

Success in marketing can often be difficult to define. We look at the usual KPIs like open rate, click through rate, and uplift in wagers and deposits. We also focus on lifecycle migration. Our weekly churn campaigns have seen great success at re-engaging players who were active but have declined in playing frequency. The goal of those campaigns is to present an offer that will get a player to re-engage, which will then move them to the reactivated lifecycle.

Another example of a successful personalized messaging campaign is our “Non-Depositor Journey.” We target players who have already been through our Welcome Journey, but who have not yet deposited with an appealing offer. Since the journey launched, our Non-Depositor to Dormant migration has decreased by around 10% and our Non-Depositor to Active migration has slightly risen, which indicates that we are keeping non-depositors engaged longer than before.

Any other insights on personalization, and is there anything you are looking forward to trying?

Right now, we are looking forward to expanding our real-time data so we can send players campaigns based on 100% up-to-date data. (We are currently limited with few real-time attributes.) We are also looking forward to the future with the addition of a loyalty program. That is a bit down the road, but it will allow us to fully know our players and communicate with them based on their preferences, which will allow us to provide strong features and benefits to keep them engaged.

Massachusetts Lottery

The Mass Lottery currently tailors digital email communications to players based on whether they have an existing player account or not (players can sign up to receive emails without creating an account). Certain promotions are only eligible to those with a player account, so the call-to-action messaging about these promotions differs depending on the audience. We are excited to incorporate more personalization strategies into our marketing campaigns and promotions once online sales begin.

Missouri Lottery

We reached out to our partners at Scientific Games for answers, since they manage our players club, mobile app and CRM program, including personalized messaging. It’s a holistic approach and drives sustained engagement and incremental play, encouraging our players to enter more tickets, explore relevant games and maximize the value of their participation.

What types of personalized messages do you send to players and what are your goals?

Our CRM program launched in 2022 and delivers a range of personalized communications aligned closely with each player’s activity, preference and engagement level within the My Lottery Players Club. With My Lottery, Missouri players can engage digitally with the Lottery, earn rewards and choose prizes, and it has grown exponentially over the years. In calendar 2025, there was year-over-year growth of 15% in player registrations and a 12% growth in monthly active users.

A cornerstone personalization example is the monthly Last Chance Points for Drawings communication, which highlights a player’s current prize points balance and connects that balance to specific drawings they can still enter – helping make the value of participation clear and actionable.

As part of our CRM program, the Missouri Lottery sends monthly achievement-based communications, triggered by player behavior. These messages reflect both a player’s lifecycle stage (e.g., new, active, lapsing) and their game play habits, so the content they receive is timely and relevant.

The CRM team has also strengthened early-lifecycle personalization through a refreshed Welcome Series, with initial results showing higher ticket entry, increased spend, and improved engagement compared to control groups.

How often do you send personalized messages to your players and what levels of personalization are typical?

Personalized messages are delivered continuously throughout the month, with both frequency and content dynamically tied to each player’s behavior. We leverage a combination of messages, including always-on lifecycle-triggered journeys (email and push) that react to player behavior or inactivity; milestone-based messaging, such as birthdays and anniversaries; and scheduled communications, including monthly achievement and points-based outreach.

Frequency is directly aligned to player engagement levels. Highly active players may receive more frequent, contextually relevant messaging, while less active players are engaged through reactivation-focused campaigns.

Targeted campaigns also play a role in re-engaging players, with examples such as LOTERIA, Spring on the Money and Weekly Rewards contributing to movement from churned or inactive states back into active engagement.

We apply several methods of personalization, from light (such as first-name insertion) to behavior-driven (using Players Club data like preferred games, recency of ticket entry and engagement trends). This ensures communications go beyond simple personalization to deliver meaningful, behavior-driven experiences at the right cadence.

How do you define success in a personalized messaging campaign, and what types of messaging have been most effective?

Our CRM team defines success through a combination of behavioral and engagement metrics, primarily uplift in tickets entered and email and push engagement, including click-through rates. Personalization is also evaluated based on its ability to move players across lifecycle stages, consistently driving strong performance in retaining active players and reactivating lapsed segments through targeted outreach.

As noted earlier, one of the most effective examples is the Last Chance Points for Drawings communication, which directly connects a player’s points balance to relevant drawings they can enter. In addition, the team uses points-focused education messaging as a key engagement lever. Communications that help players better understand how points work are among the strongest drivers of ticket entry behavior.

Another high-performing approach our team uses is game-level personalization, where players receive communications based on demonstrated preferences. For example, MO Millions players receive achievement messaging specific to that game, increasing relevance and engagement.

Overall, the most successful campaigns combine clear value exchange (points, rewards, opportunities), timely behavioral triggers, and content aligned to known player interests.

Any other insights on personalization, and is there anything you are looking forward to trying?

Our CRM team recently introduced Points for Drawings as a sub-content layer within achievement emails, enhancing existing communications by surfacing additional value without increasing overall message volume. Looking ahead, we are focused on expanding dynamic content within existing communications; deepening lifecycle-triggered automation across the player journey; continuing to refine segmentation using behavioral and preference-based insights; leveraging test-and-learn frameworks (test/control) to optimize performance; and identifying new opportunities to surface relevant offers and points-based content in real time.

Our objective is to increase engagement through smarter personalization, ensuring each communication delivers more value while maintaining a balanced and effective communication cadence.

New Hampshire Lottery

What types of personalized messages do you send to players and what are your goals?

New Hampshire creates segmented offers that align with the player's preferred play type (draw-based games or eInstants), and then by their preferred play amount. We also have segments focused on our recently inactive (AWOL) and churned (those who are no longer playing) players to help bring them back. We also send communications to ad hoc segments such as players who have scanned specific types of scratch tickets.

Through integration between our CRM platform and Meta, we further engage lapsed player audiences in paid social advertising with tailored win-back offers based on their behavior. This allows us to reach and communicate with players either not opted into email or not engaged in owned channel communication.

Our goal is to reach people with an offer that aligns with their interests, making it more likely for them to engage and take that offer. Offering the right deposit amount, purchase amount, or bonus can make all the difference in whether a player takes or ignores the offer.

We also do send non-personalized messages to the masses, for new scratch tickets arriving in stores, jackpot alert emails, promotions and more.

How often do you send personalized messages to your players and what levels of personalization are typical?

We send offers to our players several times a week. Not all messages go to every player. Some days we focus on specific groups, and only that segment gets the email. Frequency is tailored to activity level, with a focus on keeping players engaged. Emails are standardized to segments based on their iLottery activity, and names are added. Messaging is also sent at an optimal send time specific to each player in order to improve engagement. App push notifications also are sometimes personalized, but we have not done this often enough to have clear data on the effectiveness vs a standard app push.

How do you define success in a personalized messaging campaign, and what types of messaging have been most effective?

We define success by recipients taking the desired action associated with the message, whether that’s making a deposit/purchase, entering a drawing, redeeming loyalty points or another goal. While engagement metrics like opens and clicks are useful indicators, the strongest measure of success is seeing the audience complete the intended action, as it demonstrates that both the targeting and messaging are resonating with the right players.

One of our successful campaigns at the end of last calendar year was a “wrapped” style email that shared the top five iLottery and DBG games of the year. Players who preferred one of those games were given free plays of that game. Players who had not engaged with any of these games received free plays of the number one eInstant game. From the number of players who took the offer, we saw positive interaction.

Any other insights on personalization, and is there anything you are looking forward to trying?

We are looking to implement more A/B testing to see what players respond best to with personalization. We are also working on implementing weblayers – popup-style ads that can target specific player segments and can provide offers based on their browsing, device, or play. We’re also looking into leveraging recommendation models to identify games players may like based on games other with similar interests like.

Oklahoma Lottery

We are not currently utilizing personalized player communications in a significant way. However, we are preparing to launch a new CRM platform later this year that will allow us to begin leveraging player data to create more relevant and targeted messaging. Our goal is to use personalization to better align communications, promotions, and content with player interests and behaviors. We are excited about the opportunities CRM will create and look forward to exploring more personalized player experiences in the near future.

One area we are particularly excited about is the ability to better align communications with individual player interests. Rather than sending the same message to everyone, we hope to use CRM tools to deliver more relevant content based on factors such as game preferences, engagement levels, and player activity. Ultimately, our goal is to create a more personalized and valuable experience for players while ensuring our communications remain timely and meaningful.

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Pennsylvania Lottery

What types of personalized messages do you send to players and what are your goals?

We currently send two personalized coupon offers connected to VIP Players Club membership: a birthday coupon that provides $1 off a $5 Fast Play ticket, and an anniversary coupon that offers $2 off a $10 Fast Play ticket. These messages are intended to recognize players during meaningful moments, strengthen their connection to the Lottery, and encourage engagement with Fast Play.

How often do you send personalized messages to your players and what levels of personalization are typical?

At this time, personalized outreach is limited to the two annual offers mentioned above. We do use players’ first names in all email communications, but we do not yet personalize messages based on game preferences or online activity. We expect this to evolve as we introduce a loyalty program, which will allow for deeper segmentation and more individualized communication.

How do you define success in a personalized messaging campaign, and what types of messaging have been most effective?

Success is measured primarily through coupon redemption. Redemption rates allow us to understand whether players find these offers valuable and whether the messages influence activity. Birthday and anniversary offers have been consistently effective in terms of engagement.

Any other insights on personalization, and is there anything you are looking forward to trying?

We are particularly looking forward to launching our loyalty program. This will enable us to recognize different levels of engagement, provide more meaningful rewards, and tailor communications based on behavior and player interactions.

South Carolina Education Lottery

What types of personalized messages do you send to players and what are your goals?

We communicate with Players’ Club members through email, in-app messages and push notifications. Our communications are designed to build lasting relationships rather than simply promote our products. We tailor messages based on player behavior, preferences and engagement patterns. This includes personalized communications for welcoming a player who joins the Players’ Club, ticket behavior guidance, birthday and membership anniversary messages, and location-based notifications that highlight recent wins in a player’s area, as well as stories and opportunities that may be relevant to their game preferences or demographics. 

Our goal is to create timely, relevant, and meaningful content that enhances the player’s experience. We want our players to feel informed, recognized, and engaged, while increasing awareness of our products, promotions, and winners. By delivering personalized content, we aim to strengthen player loyalty, encourage continued participation and add an element of fun to the overall lottery experience.

How often do you send personalized messages to your players and what levels of personalization are typical?

The frequency of our personalized communications depends largely on the type of message and the player’s level of engagement. Our personalization goes beyond simply adding a name to a basic message. We use player activity and engagement patterns to deliver personalized content. For example, some messages are triggered by specific actions like entering a ticket for the first time, and others are sent when there is relevant content to share like reminders about upcoming drawings.  

How do you define success in a personalized messaging campaign, and what types of messaging have been most effective?

We define success in a personalized messaging campaign when it delivers a positive player experience, while also generating measurable incremental participation and sales. An example is our personalized Players’ Club scratch-off ticket campaign, which ran from July 2024 through July 2025. The campaign generated more than $1.1 million in incremental retail sales and an increase of approximately 129,000 tickets entered into the program.

In terms of effectiveness, location-based messaging, such as winner stories, local events, and University of South Carolina or Clemson University-themed content, consistently performs well because it creates a stronger connection between players and their communities. We see strong results from draw game communications to players who regularly participate in those games, as well as messages tied to time-sensitive opportunities that encourage players to take action.

Any other insights on personalization, and is there anything you are looking forward to trying?

The South Carolina Education Lottery is celebrating its 25th Anniversary next year. We are excited to explore how personalized messages can help us tell our story and inform players how their lottery purchase is making a difference in their community.

Virginia Lottery

What types of personalized messages do you send to players and what are your goals?

Utilizing research, we categorize players into segments based on similar characteristics and behaviors, and then we craft messaging that is meaningful for each of those groups. We have additional opportunities to further personalize messaging with players who have opted to participate in our Lottery Rewards loyalty program.

How often do you send personalized messages to your players and what levels of personalization are typical?

We communicate with our players regularly throughout the week. Names are included along with messaging that is intended to reflect their relationship with us in a way that feels timely, useful, and tailored to their interests. If a player is a member of Lottery Rewards, their email also includes their tier status and point balance. Speaking of tiers, we currently have an exclusive offer for our Lottery Rewards Gold and Silver tier members. And, for our Gold tier members, we are offering “early game reveals,” allowing them access to a newly-launched online game a week in advance.  

How do you define success in a personalized messaging campaign, and what types of messaging have been most effective?

We define success by how effectively it drives meaningful player engagement and supports overall business goals. We look at how players respond to the message, whether it encourages engagement, and how each campaign performs from a ROI perspective.

Any other insights on personalization, and is there anything you are looking forward to trying?

We are excited to evolve by continuing to be strategic and intentional about how we communicate with different groups of players, while also creating more individualized experiences when it makes sense to do so.

West Virginia Lottery

What types of personalized messages do you send to players and what are your goals?

All emails are personalized with a greeting using their first name. Communications are also personalized to their playing behavior, depositor vs. non-depositor, opt-in status of each DBG content (winning numbers, jackpot alerts, etc.), frequency, recency, playing level segmentations, and over 30 different transactional-triggered communications. Emails, weblayers, SMS, push notifications, popups, My Account communications, and in-app messaging are also delivered to players based upon these items. 

How often do you send personalized messages to your players and what levels of personalization are typical?

Depending on their playing behavior, playing activity, recency, and playing level segmentation, approximately one to three emails are delivered to players each week.

How do you define success in a personalized messaging campaign, and what types of messaging have been most effective?

In addition to their first name personalized in each message, and loyalty point totals when applicable, the bonuses are personalized to each player based upon their status and behavior noted above. The various personalized transactional emails (~30 total) contain many different dynamic fields (~25 total) based upon the player’s situation, triggering a communication to be delivered.

Any other insights on personalization, and is there anything you are looking forward to trying?

We are looking forward to personalizing the player experience by offering them the ability to mark any games as one of their favorites so they appear on their favorite games list for easier access and impulse play.