Solving Lotteries’ Greatest Marketing Challenges

By IGT (International Game Technology)

Published April 22, 2025

Lotteries face a unique set of marketing challenges. Engaging players, driving sustained growth responsibly, and meeting revenue targets aren’t just goals—they’re mandates in an increasingly crowded marketplace. Traditional marketing approaches often lack the precision and adaptability needed to connect with the modern lottery player, particularly those who look for turnkey personalized experiences across digital and retail channels. This is where IGT Player Marketing Services comes in for lotteries who have IGT’s eInstant or draw games.  

From strategic planning to execution to reinforcing player protection, IGT’s services are tailored to meet the specific needs of lotteries. IGT Player Marketing Services offers the solutions, guidance, and expertise necessary to address key issues and produce measurable results. 

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Turning Guesswork into Results  

With the right planning, informed by data and supported by proven methodologies, lotteries can achieve consistent, measurable growth. IGT Player Marketing Services works with lotteries to ensure they set benchmarks for success. 

The challenges facing lotteries today are complex, but solvable. With IGT Player Marketing Services, a lottery stands to benefit from tailored plans, expert insights, and proactive solutions that engage players and drive success.

By utilizing IGT’s new acquisition and retention strategies, customers have started to experience improved player engagement and accelerated sales growth — a true testament to the power of targeted, data-driven solutions. It’s leading practices like these that have resulted in positive impacts for lotteries around the globe, such as: 

• 26% increase in sales for an eInstant during the promotion period 

• 13% registered player increase for a new game 

• 167% retention boost after a new game launch 

Understanding the Modern Lottery Landscape  

 Traditional marketing methods often fall short when applied to the contemporary lottery space. Today’s players—especially those in the 18 to 34 age demographic—are digitally savvy, value convenience, and expect personalized communication. The ability to seamlessly deposit winnings into a digital wallet, access robust security features, and direct engagement through email, SMS, and in-app messaging are no longer optional—they’re essential.  

Not meeting these expectations can result in missed opportunities, player churn, or stagnant growth. Lotteries must adopt a forward-thinking marketing approach that incorporates data-driven decision-making, dynamic player journeys, and omnichannel engagement. This is exactly what IGT Player Marketing Services delivers.  

The IGT Approach  

 IGT Player Marketing Services’ foundational strategy is built on six core pillars that directly address the challenges lotteries face:  

1. Tailored Strategic Planning: IGT co-creates an actionable plan designed to align with a lottery’s specific goals, incorporating annual benchmarks for player acquisition, engagement, and revenue growth. This roadmap ensures that every tactic serves the bigger-picture strategy.  

   
   

2. Player Insights and Analytics: Leveraging artificial intelligence, IGT’s analytics platform extracts actionable insights from player data, allowing for smarter investments and deeper player relationships.  

   
   

3. Optimized Player Acquisition: From acquisition funnels to media planning, IGT’s campaigns are designed to attract, convert, and engage today’s players.  

   
   

4. Player Retention Efforts: Retention isn’t an add-on; it’s the backbone. Personalized experiences—powered by segmentation and predictive analytics—keep players active and loyal.  

   
   

5. Creative Solutions: Bold creative campaigns, aligned with lottery branding, cut through the noise and capture attention.  

   
   

6. Best Practices and Expertise: IGT’s Player Marketing Services team draws on insights from global lottery programs, benchmarking success metrics and tailoring proven, responsible strategies to fit a lottery’s needs.  

Mastering Strategy and Planning for Lottery Growth 

When it comes to lottery growth, creating a cohesive strategy can be like solving a puzzle without all the pieces. Do you focus on acquisition or retention? Where should resources be allocated? What metrics will define success? Without answers to these questions, ineffective decisions could be made.  

IGT’s Player Marketing Services team specializes in laying out clear and actionable plans. Tailored strategies align with each lottery’s unique goals and challenges, ensuring maximum impact and responsible, measurable growth.

Why Strategy is the Cornerstone 

Great marketing begins with great strategy. Without a solid plan, even well-funded campaigns can underperform due to misaligned goals, scattered resources, or lack of actionable data. This is particularly relevant in the lottery market, where competition is fierce, and player behavior is continually evolving. 

For instance, many lotteries struggle with transitioning in-store players to a hybrid retail and digital experience. Modern players expect seamless journeys—whether they're purchasing tickets at retail or online. 

How IGT Simplifies Strategy 

The IGT Player Marketing Services approach to strategic planning is both comprehensive and collaborative. 

1. Defining Success with KPIs: IGT helps lotteries identify meaningful Key Performance Indicators (KPIs) such as registrations, first-time deposits, and player retention rates. Having clear metrics transforms goals into measurable outcomes. 

   
   

2. Data-Driven Benchmarks: Using industry benchmarks and player insights, IGT assesses the lottery program’s starting point and crafts a tailored roadmap. For example, if existing programs show low retention rates, IGT Player Marketing Services will focus on lifecycle engagement and incentive campaigns. 

   
   

3. Adaptive Media Planning: IGT develops multi-channel strategies that prioritize channels offering the highest ROI, from paid search ads to social media and programmatic platforms. 

   
   

4. Feedback Loops and Optimization: Through constant monitoring and quarterly reviews, IGT adapts plans based on real-time performance data. 

Whether you’re launching a new iLottery program or optimizing an existing one, contact your IGT representative to access the tools, resources, and expertise to make it happen.