The Power of Partnership

Published May 19, 2026

One of the lottery industry’s greatest strengths is something we may sometimes take for granted. Collaboration.

As lotteries, we are united by a shared mission: generating meaningful revenue for the good causes that matter most in our communities. But none of us accomplishes that work alone. The success of our industry depends on strong partnerships, open dialogue, and a collective commitment to innovation, integrity, and responsible growth. That is why collaboration with our Associate Members Partners and industry vendor suppliers remains so important.

At NASPL, our AMPs are far more than exhibitors or service providers. They are collaborators, thought partners, and problem-solvers who help lotteries navigate an increasingly complex and rapidly evolving environment. From gaming systems and instant ticket production to cybersecurity, payments, responsible gambling tools, research, analytics, and emerging technologies, vendor partners play a critical role in helping lotteries meet both today’s challenges and tomorrow’s opportunities.

Importantly, this collaboration extends far beyond products and services. It is embedded in the way we learn from one another.

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Vendor participation continues to strengthen NASPL’s educational offerings year-round. Most recently, representatives from several of our Associate Member Partners joined us at the NASPL Lottery Leadership Institute in Cleveland, sharing valuable expertise, practical perspectives, and real-world insights with both emerging and current lottery leaders. And last week’s vendor-focused responsible gambling webinar brought together a range of industry voices to explore topics including education, training, messaging, technology tools, and certification support.

This important exchange of ideas will continue next month during our annual Vendor Dialogue at the NASPL Directors Meeting in Chicago. The Vendor Dialogue has become an important forum for candid, productive conversations between lottery directors and our top Associate Member Partners. It offers an opportunity to discuss shared priorities, emerging challenges, operational realities, and future opportunities in an environment built on transparency and mutual respect.

That exchange matters.

The lottery industry operates in a space that is constantly changing. Consumer expectations evolve. Technology advances. Regulatory landscapes shift. New forms of gaming emerge. At the same time, lotteries must continue earning public trust while delivering secure, entertaining products in a socially responsible way. No single organization – lottery or vendor – has all the answers on its own.

Our best ideas often come through collaboration.

When lotteries and vendor partners engage openly, ask difficult questions, and challenge one another constructively, we strengthen the entire ecosystem. We create better player experiences, improve operational efficiency, enhance responsible gambling efforts, and position ourselves to better serve beneficiaries across North America.

Of course, strong partnerships require more than contracts and meetings. They require trust, communication, and a shared understanding of purpose. That means listening carefully, engaging honestly, and recognizing that while our roles may differ, our goals are often closely aligned.

As NASPL continues to expand educational programming and create opportunities for industry engagement, I encourage all of us to continue investing in these relationships. Whether through conferences, webinars, committee work, or conversations at events, collaboration remains one of our most valuable assets.

When lotteries and industry partners come together to share ideas and expertise, we all benefit. And ultimately, so do the communities we serve.

Brian Rockey

Director, Nebraska Lottery

NASPL President