Online Lottery play was seeing slow growth, especially with the younger 18-34 player segment. The key issue remains low awareness – unaided awareness is 1%-3% for Instant Play games (at or below prior benchmarks); aided awareness 33%-37% (continues to increase). Conversion to play also remains low, at ~24% (outside of jackpot runs). And new games didn’t appear to be a trial driver.
Create entertaining spots that show how easy it is to play online anywhere 24/7.
iLottery sales are now approximately $5 million per week; Instant Play is approximately 90% of those sales. Keno is the next biggest revenue driver, at 4%. In terms of categories of sales, Instant Play is now the second “category” for the Kentucky Lottery, behind Scratch-offs, ahead of Pick 3 and Keno.