Recruiting non-traditional retailers to help lotteries reach the younger “don’t worry, spend happy” consumers

Most U.S. state lotteries enjoyed near-monopoly gaming status during their early years, with legitimate gaming competition coming only from resort casinos in Las Vegas and Atlantic City. However, times have changed and now the convenience of online gaming and the glitz and glam offered by the latest crop of gaming venues have led avid lottery ticket buyers astray.

Within any industry, the only way to thrive, not just survive, is to continuously evolve and find new opportunities to generate revenue, and the lottery is no different. Some states have joined Powerball and Mega Millions or added instant ticket vending machines. All of this is good, but an opportunity exists for more. We’re overlooking the most profitable untapped market: the get-rich-quick, money-obsessed younger generations who have money-burning holes in their pockets.

How do you target these spend-happy consumers? Simple; expand your retail footprint beyond traditional outlets to reach a wider, AKA younger, audience.

Through the proven success of retailer recruitment, state lotteries can identify, qualify and select non-traditional outlets to grow their sales pipeline and reach the 18-35 year olds that already have wish lists to help spend their not-yet-won lottery millions. Bowling centers, movie theaters, general discount stores, diners and cafes are all breeding grounds for the younger market. Why not leverage them and make their most popular customers your most popular customers?

Domus has been working on behalf of the Pennsylvania (PA) lottery for over 7 years and has successfully identified new revenue streams through non-traditional avenues to expand their retailer base and target an influx of new players including the elusive 18-35 customers. We’ve helped the PA lottery increase ticket sales by 58% in 2009, let us help you.