Transforming Jackpot Events into Responsible, Ongoing Player Engagement

By Stephanie Duval, Aristocrat Interactive Director of Customer Marketing

Published February 17, 2026

National jackpot events remain one of the most powerful drivers of awareness and participation in lottery. When prizes reach historic levels, they capture national attention, re-engage lapsed players, and excite loyal participants.

The long-term opportunity for lotteries, however, lies in how that attention is converted into sustained engagement once the jackpot resets.

Aristocrat Interactive is a strategic partner to many of the leading lotteries in the U.S., delivering an integrated iLottery platform, NeoEngage marketing technology, loyalty programs, responsible gameplay initiatives and marketing services shaped by years of proven best practices. Together, these capabilities empower lotteries to leverage jackpot moments not only for short-term revenue, but also for sustainable and responsible growth.

Historic Jackpots: Transforming Risk into Opportunity

The second half of calendar year 2025 highlighted the enduring power of national jackpot games in the United States. For example, three significant milestones captured player interest across the country: the historic Powerball run of a $1.787 billion jackpot in September, the nearly $1 billion Mega Millions jackpot in November, and another record-setting Powerball run in December.

By pairing the popularity of national jackpot brands with modern digital capabilities, lotteries have an opportunity to extend player lifecycles far beyond a single draw.

During these national jackpot periods, Aristocrat Interactive’s iLottery solutions helped lotteries amplify brand strength through hero placements, promotional visibility across digital properties, and convenience-driven messaging that encouraged digital adoption.

Unsurprisingly, these headline-making moments delivered meaningful spikes in player engagement, highlighting the ability of national jackpots to drive broad awareness and participation.

At the same time, jackpot sizes naturally fluctuate, and quieter periods can impact player activity and revenue. This variability makes it essential for lotteries to have the right partner, technology, and strategy in place to extend engagement beyond the peak moment.

The real question becomes: How do lotteries convert heightened interest into lasting digital engagement?

With a strong digital foundation, jackpot cycles shift from a period of uncertainty to a powerful opportunity, one that enables lotteries to acquire new players, deepen relationships with existing customers, and strengthen their value proposition across both retail and digital channels.

The Solution: Driving Engagement Before, During, and After Jackpots

One of Aristocrat Interactive’s core goals is helping iLottery customers transform jackpot excitement into sustained, meaningful, and responsible engagement.

We support our customers with comprehensive, full-funnel campaigns that engage players at every stage of the jackpot cycle: from the early momentum of a growing prize to the weeks and months that follow a major draw.

Our iLottery platform and marketing services team provide the tools, expertise, and operational support needed to maximize acquisition, retention, and long-term value.

Key components of this approach include:

• Digital registration campaigns: Seamless onboarding converts jackpot interest into immediate player action.

• Push notifications and targeted offers: Timely, relevant communication via push, email, and in-app messaging drives awareness, conversion, and repeat play.

• eInstant games and digital wallets: A broad digital portfolio allows players to continue engaging beyond jackpot draws, supporting responsible ongoing play.

• Data-driven optimization: Continuous refinement helps balance effectiveness and frequency with new and existing players.

Insights from 2025 National Jackpot Runs

Aristocrat Interactive’s work with lotteries during multiple jackpot runs in 2025 demonstrates how learning and optimization produce stronger outcomes for lotteries over time. While the September $1.787 billion Powerball jackpot delivered substantial gains for lotteries, the December run showed even greater effectiveness as strategies were refined.

Across these jackpot periods, lotteries saw:

• Retail and online sales growth: Both channels experienced strong increases through clear messaging and convenient access.

• Improved retention among first-time depositors: Many jackpot-driven registrants remained active well beyond the draw, elevating the baseline for digital engagement.

• More effective multi-channel execution: Expanded use of push notifications, email, paid media, and targeted offers ensured consistent visibility.

The New Hampshire Lottery, for example, achieved record highs across multiple metrics. eInstant sales exceeded $49 million for the month (22% higher than the previous record) while deposits reached nearly $13 million, a 32% increase over the prior high. This level of engagement highlights the power of pairing iconic jackpot brands with modern digital tools and strategies.

Lottery Success Beyond the Jackpot

Lottery partners consistently found that the impact of jackpot campaigns extended past the winning draw:

• Sustained post-jackpot activity: In states such as New Hampshire, eInstant sales remain well above pre-run levels, higher than October and November, indicating a stronger post-jackpot sales floor.

• Continued marketing momentum: Push notifications, email, and offer campaigns help maintain engagement from players acquired or reactivated during jackpot peaks.

• Omnichannel reinforcement: Retail and digital channels continue to complement each other, supporting steady participation and overall brand strength.

These trends show that jackpot moments don’t end at the draw, they help elevate the baseline for engagement when supported by consistent digital strategy.

Turning Jackpot Excitement into Sustainable Growth

By working with Aristocrat Interactive, lotteries have been able to turn short-term spikes into lasting engagement, higher retention, and responsible cross-channel growth through an integrated digital ecosystem built for long-term success.

Jackpots will always generate attention. The future of lottery success depends on turning that attention into enduring player relationships—and Aristocrat Interactive is helping lotteries do exactly that.