Gaming Intelligence Awards Archive
Lottery Operator of the Year
2019 Gaming Intelligence Lottery Operator of the Year
The Michigan Lottery has been one of the pioneering state lottery operators in the US.
It has reaped the rewards of launching new, tech-led online products that combine the instant win gratification elements beloved of players with technically strong solutions and platforms. In doing so, it recorded the sort of figures rarely seen in the lottery world, with online revenue shooting up 66 per cent to US$80m.
The operator has continually improved its product. It was the first US state lottery to launch an online affiliate programme in the country, thus being an early adopter of online marketing and onboarding techniques that provide it with efficient and stat-rich customer insights to drive home its lead in the online space.
Its adoption of virtual sports also means an expanded retail-online integration that can drive traffic from physical to online channels and back. The group’s target of US$826m in online wagers for 2018 is proof of its ambition and drive.
Ontario Lottery & Gaming Corporation