Scratching Arizona’s $1B Geo-based State Lottery — Chris Rogers // Arizona Lottery

Quotes

• "We have just launched a new campaign it's called Arizona adventure. It is a geo-based adventure, a ticket, and a promotion on our players' club. And it's a great way for people to see the state of Arizona while also enjoying the lottery." - Chris Rogers

• “We printed over 3 million of the $5 games, and that's what we're looking at right now. And we've been hitting it pretty hard with the ad campaign since about mid-August. The way these things happen with lottery players, it's generally a little more organic: they see something they like, and it becomes part of their routine purchase.” - Chris Rogers

• "Loyalty program? We have half a million users right now, and we have 20 to 25% of those engaged on a 30-day basis at any given time." - Chris Rogers

• "One of the things that we love to do with our players' club is to develop unique promotions for Arizona. And in this specific case, people cannot only enter tickets they've purchased to get extra points, but they can physically go to state park locations to check in and get extra points in Arizona. There's sort of like an adventure component to this promotion." - Chris Rogers

• "There's a beneficiary component for us that gives younger players a reason to play, and they want to be able to return to what's behind brands. And I think this promotion helps us explain at least one of our beneficiary buckets: environmental conservation." - Chris Rogers

• "Undoubtedly, prizes attract players to play, and they're no different than casino players or sports books. But I do think that there is a component of the gives back, and our players have told us this: it makes them feel more aligned with our brand because it is a lottery and the good that lottery does across Arizona." - Chris Rogers

• "The other aspect of that is the sentiment people that play the lottery have that they might not necessarily be a winner, but the knowledge that their money is also going to support programs for the public good, I think, is an aspect of our brand that differentiates us from other gambling options." - Chris Rogers

• "In our case, the experience that the product delivers to a player, a customer, or a shopper is something you must think about when developing a product. And one of the ways we do that at the lottery is by doing user analysis at specific price points, which help inform our ad campaigns. So that is the beauty behind marketing and products being so closely aligned." - Chris Rogers

• "We also have learned what our players like about our games by listening to them. And we could probably be very generic in our approach to lottery games, but we know that the Arizona lottery players are different and expect certain things." - Chris Rogers

• "One of the biggest mistakes I see marketers making now is that there seems to be a disparity between how brands are being played out specifically in influencer and digital platforms versus how they play out in advertising." - Chris Rogers

• "We've done some influencer campaigns with varying degrees of success. I love the idea of watching someone using your product, but that must come from a genuine perspective. How do you maintain that genuine feeling when it translates into your ad message? I think that's a challenge that brands face." - Chris Rogers