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MARKETING
AGENDA

All PDS sessions will be held at the CHI Health Convention Center at 455 North 10th St, Omaha, NE 68102

Monday, July 22 

 

5:30pm – 8:30pm                  

Vendor Meet & Greet 

Tuesday, July 23 

 

9:00am – 9:15am

Conference Kickoff 

Brian Rockey, Director, Nebraska Lottery 

 

9:15am – 10:15am

General Session – TBA 

Todd Simon, Chairman and Chief Steak Evangelist, Omaha Steaks 

 

10:15am – 10:30am

Networking Break 

 

10:45am – 11:15am

Engagement Evolution: How the North Carolina Education Lottery Mastered iLottery Transition 

Mike Pollard, Digital Account Manager, Pollard Banknote 

Player engagement activities are pivotal in preparing for a successful transition to iLottery. But how can you prepare for the future so this can be done successfully? This presentation focuses on the North Carolina Education Lottery’s journey, showcasing how they harnessed digital innovation to transition their retail player base seamlessly to their iLottery platform. Through targeted 1:1 marketing and personalized engagement strategies, they leveraged their database of retail players to ensure a smooth and intentional transition. This presentation highlights the importance of understanding player behavior and preferences, bridging the gap between retail and digital experiences. Attendees will gain insights into effective strategies for engaging players and driving adoption of iLottery platforms, paving the way for a successful eInstant launch. 

Combined session with Sales 

 

11:15am – Noon

More Bang for Your Buck: Adding the 5th P

Ron Williams, Account Director, Alchemy3 

Jessica Coker, Marketing Manager, Alchemy3

Corporate marketing in today’s world presents businesses with a unique and often unfamiliar landscape. The tried-and-true pillars, the “Four P’s of Marketing” (Product, Positioning, Pricing, and Promotion) are still valid and important to successful lottery marketing strategies. But a fifth “P” has evolved to become an essential player, and it is rapidly become one of the lottery industry’s most important marketing tools. The addition of this fifth “P” influences virtually all aspects of marketing in today’s space. But to maximize its effectiveness and enhance a lottery’s overall marketing efforts, it has established its own set of criteria that should be met. We’ll be exploring four important touch points that should be addressed to ensure success across the board: Developing an Image, Attracting a Target Audience; Driving Referral Traffic; and Enhancing One’s Online Presence. This presentation will explore examples for all four pillars and their place within a larger marketing strategy. We will discuss how this important “Fifth P” adds significant value to lotteries as they plan and execute their programs. 

Noon – 1:30pm

LUNCH  

Lunch sponsored by Allwyn and NeoGames

 

1:45pm – 2:45pm

General Session – Lotteries in the Gaming Space 

Helene Keeley, Director, Delaware Lottery 

Matt Strawn, Chief Executive Officer, Iowa Lottery 

Senator Dan Dawson, Chair, Iowa Senate Ways and Means Committee 

Christie Carpino (CT), Vice President, National Council of Legislators From Gaming States
Michael J. Pollock, Managing Director, Spectrum Gaming Group, Executive Director, National Council of Legislators From Gaming States

2:45pm – 3:00pm

Networking Break 

 

3:15pm – 3:45pm

TBA 

Kristen Pare, Regional Marketing Director, INTRALOT

Combined session with Sales 

4:00pm – 4:30pm

Winning Plays: Key Digital Marketing Strategies to Fuel Your Marketing Funnel 

Zoe Uhl, Marketing Manager, Kentucky Lottery

Laura Turner, Interactive Marketing Manager, IGT

As lottery player outreach and engagement becomes increasingly more digital, this session will take attendees through an enlightening journey through the dynamic world of digital marketing. Explore the latest trends in today’s landscape, and dive into the challenges that lotteries face as we seek to maximize each phase of the marketing funnel. From acquisition to retention, we will walk you through practical examples that demonstrate how lotteries can leverage these new trends to overcome obstacles and optimize marketing key performance indicators. Whether selling iLottery or early on the digital journey, this session will provide attendees with tested strategies and actionable tactics that can be applied to your own digital marketing efforts. This co-presentation by the Kentucky Lottery, one of the fastest growing iLottery states in the U.S., and IGT’s Digital Marketing team is sure to leave you well equipped to optimize your marketing funnel.

Combined session with Sales 
 

4:45pm – 5:15pm

Powers Awards and Ott Brown Scholarship Presentation 

Celebrate industry excellence with the annual Powers Awards and Ott Brown Scholarship! 

The prestigious annual NASPL Powers Awards are presented in recognition of the significant contributions lottery and vendor employees have made through exceptional job performance. NASPL also awards one lottery professional the Ott Brown Scholarship each year, enabling the recipient to participate in the NASPL Lottery Leadership Institute at no cost. 

Wednesday, July 24 

 

9:00am – 10:15am

General Session – Leadership & Overcoming Obstacles for Pioneering Innovation 

Jeff Koterba, Speaker, Author, and Creativity Coach  

 

10:15am – 10:30am

Networking Break 

 

10:45am – 11:15am

Signs of a U.S. Lottery Sales Rebound? Sighs of Relief or Shrieks of Despair?!

Stavros Papadopoulos, Senior Marketing Specialist, IGT

This presentation investigates whether there are any signs of a sustained rebound in the U.S. lottery product sales slump that emerged among many key products in early 2023, with two analytical approaches to provide some insight. First, a macroeconomic analytical approach is utilized to identify relevant macroeconomic indicators that might signal a U.S. lottery sales rebound; second, a retailer-focused analytical approach is utilized to identify relevant retailer trends. Finally, the presentation will conclude with relevant findings and guidance on utilizing macroeconomic indicators and retailer trends for future work.

Combined session with Sales 

 

11:30am – Noon

The Power of Powerball in 2024 

Simon Jaworski, Founder & Chief Executive Officer, Lotto Research 

In 2024, MUSL commissioned Lotto Research to conduct the most expansive Powerball research study ever conducted in the United States. With more than 45,000 completed interviews, the research examines the literal “power” of the Powerball brand, and its place among some of the most recognized brands in America. Take a deep dive into the brand values Powerball currently embodies, where it needs to improve, which brands Powerball should partner with moving forwards, and the words and phrases most connected with the leading lottery brand in America. 

Combined session with Product Management, Research and Sales 

 

Noon – 1:30pm

LUNCH  

 

1:45pm – 2:15pm

NASCAR Powerball Playoff 

Anna Domoto, Director of Communications, Multi-State Lottery Association 

Barb Niccum, Senior Project Coordinator, Multi-State Lottery Association 

The NASCAR Powerball Playoff is back for its second installment in 2024 with 25 participating lotteries. Join Anna and Barb as they highlight the national and local marketing efforts underway to support the promotion and amplify the Powerball brand. They’ll also share some takeaways from last year’s finale in Phoenix, and what lotteries can expect heading into the Playoff drawings in August. 

 

2:30pm – 3:00pm

Maximizing Your Impact: Effective Social Media Strategies for Marketing and PR 

in this dynamic session, we'll delve into the intricacies of leveraging social media to amplify your marketing and public relations efforts. Our expert panel will explore various topics including: 

  • Establishing the right cadence for posting on social media platforms 

  • Crafting a compelling and consistent style that resonates with your audience 

  • Identifying what works and what doesn't 

  • Finding the balance of what type of content performs best on what platform 

  • Utilizing agencies for social media management 

  • Exploring innovative approaches and new strategies in social media marketing 

  • Distinguishing between using social media as a PR tool versus a marketing tool 

Combined session with Public Relations 

 

3:00pm – 3:15pm
Networking Break 

 

3:30pm – 4:00pm
Leveraging AI for Lottery Innovation: Uncovering Opportunities and Enhancing Concepts 

Scott Morasch, Senior Vice President, Ipsos 

Rohit Nair, Vice President, Ipsos 

The lottery industry faces the ongoing challenge of attracting and engaging players while adapting to evolving consumer preferences. Artificial Intelligence (AI) offers powerful tools to address these challenges by providing data-driven insights and facilitating innovative concept development. This presentation will explore how AI can be effectively utilized in lottery innovation, focusing on addressing unmet player needs and enhancing the concept development process. Key areas of discussion will include: 

  • Evolving Player Preferences – Utilizing AI to analyze player data and market trends to understand changing preferences and identify opportunities for innovation. 

  • Identifying Unmet Needs – Exploring how AI can reveal hidden patterns and previously unrecognized needs within player segments, providing valuable insights for concept development. 

  • AI-Driven Concept Generation – Examining the role of AI in brainstorming and developing creative lottery concepts that align with identified needs and market trends. 

  • Concept Optimization and Refinement – Understanding how AI can assist in refining concept wording, prize structures, and marketing messages to maximize player appeal and market potential. 

  • Predictive Market Analysis – Leveraging AI models to assess the viability of new lottery concepts and predict their potential success, enabling data-driven decision-making. 

The presentation will showcase real-world examples of how AI has been successfully applied in innovation, leading to the development of engaging and successful products. Attendees will gain practical insights into leveraging AI effectively for concept development and driving innovation within the lottery industry. 

Combined session with Research and Sales 

 

4:15pm – 4:45pm
Maximizing Winner Awareness With a Digital Game Show 

Rheanna Olsen, Vice President, Business Development, Atlas Experiences 

Jazzmina Redondo, Marketing Manager, Atlas Experiences 

In today's competitive landscape, integrating a winner awareness strategy into your experiential activations offers a cost-effective means to achieve multiple objectives vital to lotteries. By giving a voice to winners and their stories, you not only attract new players but also foster loyalty among existing ones while reinforcing the brand's identity. We’ll explore how lotteries can maximize player engagement with the addition of a digital game show to their product lineup or refresh of an existing game show theme. We will explore game show executions from lotteries across North America and arm attendees with exciting ways to incorporate a digital game show in their lottery line up and amplify winning moments as part of a winner awareness strategy. 

Combined session with Sales 

5:30pm – 7:30pm

NASPL Networking Reception 

The Durham Museum 

Thursday, July 25 

 

9:00am – 9:15am

Closing Remarks From Our Host  

Brian Rockey, Director, Nebraska Lottery  

 

9:15am – 10:15am

General Session – TBA 

 

10:15am – 10:30am

Networking Break 

 

10:30am – 11:15am

General Session – Identifying and Mitigating Points of Failure: Building a Business Resiliency Program 
Cathleen Atchison, Business Continuity Program Manager, Oregon Lottery 

 

11:30am – Noon

Using Data Science to Drive a Successful Lottery 

Richard Bowman, Senior Director of Data and Analytics, Allwyn North America

Nicole Schaefer, Director of Media Channels, Allwyn North America

The wealth of data available to lotteries provides an opportunity to drive meaningful growth, by turning that data into actionable insights. Most lotteries have four distinct channels from which data flows into their businesses: retail, second chance or promotions, websites and apps, and CRM systems. By putting players at the center, lotteries can use this data to create a foundational view of its player base to optimize marketing, communications, and sales channels. Drawing insights from the huge wealth of data already available allows lotteries to turn insights into profitable actions.

Combined session with Research and Sales 

 

Noon – 1:30pm

LUNCH  

 

1:45pm – 3:00pm

NFL Sports Integrity Program 

Sabrina Perel, Vice President, Chief Compliance Officer, National Football League 

Combined session with IT, Legal and Security 

 

3:00pm – 3:30pm

Final Networking Break 

The connections made at PDS lead to new ideas, friendships and business successes. Spend this dedicated time mingling, establishing new professional relationships, and strengthening existing ones. Share a beverage, exchange contact information and connect with others before departing. 

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