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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 Marketing 


11:30am – Noon

Retail Modernization Ground School: Lottery Lessons From Skydiving, Revised and Expanded Edition 

Nadene Beyerbach, Marketing Director, Carmanah Signs 

What can jumping out of airplanes teach us about leaping forward at lottery retail? Join Carmanah’s Nadene Beyerbach, experienced lottery marketer and professional skydiver, for this updated and expanded edition of “Retail Transformation Ground School,” no prerequisites and no jumping required! Nadene will cover important topics including:  

  • Technology – How do you select the best in-store marketing tech and why does it matter? 

  • Monitoring – Why is it critical to proactively monitor your retail digital sign network?  

  • Measurement – What are some qualitative and quantitative measures relevant to lotteries?  

  • Starting with a low-risk test – What are the key elements to consider when planning an in-store pilot? 

Above all, learn how to engage with players when and where it matters most. Don’t miss this exciting dive into lottery retail modernization! 


Noon – 1:30pm


Lunch sponsored by Allwyn and Aristocrat Interactive


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 

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

Fast Play Phenomenon: Behavioral Motivations and the Drive for Instant Gratification 

Kristen Pare, Regional Marketing Director, INTRALOT

Combined session with Marketing 

4:00pm – 4:30pm

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

Zoe Uhl, Marketing Manager, Kentucky Lottery

Samantha Gafford, Business Intelligence Analyst, 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 Marketing


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 Marketing 


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 43,000 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 Marketing, Product Management and Research 


Noon – 1:30pm



1:45pm – 2:15pm

Growing Together: Lottery Sales Best Practices and Corporate Accounts 

Moderator: Chris Coyle, Systems Business Development, Scientific Games

Retail corporate chain accounts now represent a major portion of lottery retail locations and sales. At the same time, corporate chain accounts are evolving and exploring investments in new retail technology innovations and hybrid trade styles. This interactive and fast-paced panel discussion will feature ideas, success stories and insights into the future from lotteries, vendors and retail chain accounts.

2:30pm – 3:00pm

iLottery Is Opening the Innovation Floodgates 

Bradford Cummings, Chief Executive Officer, EQL Games 

The quantum leap that iLottery will make in just the next few years – as operators open up to new ideas and technology and new content creators enter the market – will create an opportunity for lotteries to take their offerings to the next level. The floodgates are opening! New tech and fresh approaches to lottery games mean not only higher quality products that entertain more, but also greater accessibility and reach, as iLottery can adapt to users' needs and wants much faster than physical media. Join EQL Games CEO Brad Cummings as he discusses the current trends hitting the lottery industry and how those developments will make for a much better lottery experience for all involved. 


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 Marketing and Research 


4:15pm – 4:45pm

Maximizing Winner Awareness With a Digital Game Show 

Rheanna Olson, 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 Marketing 

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

Accelerating Sales and Retailer Onboarding Through Digital Transformation
Kelly Green, Chief Strategy Officer, Patterson Pope

Join us for an insightful session on how digital transformation can significantly accelerate sales and streamline retailer onboarding processes. This session will delve into the technology and strategies included in the P2 Lottery Automation System, focusing on practical applications and real-world solutions. Attendees will learn how to leverage automation, data analytics, and digital tools to enhance efficiency, improve retailer experiences, and drive sales growth.
Key topics include:

  • Integrating digital tools for seamless retailer onboarding

  • Utilizing data analytics to identify and target high-potential retailers

  • Automating sales processes to reduce manual effort and increase productivity

  • Case studies showcasing successful implementations and outcomes

This session is designed to provide valuable education on the benefits and implementation of digital transformation within the lottery industry, offering potential solutions that can be tailored to various organizational needs. Don’t miss this opportunity to learn how to harness technology to transform your sales and retailer onboarding processes effectively.

Combined session with Marketing and Research 


Noon – 1:30pm



1:45pm – 2:00pm

Activate Your Sports Sponsorships Though Player/Fan Engagement Contests 

Jackie Walker, Director, Lottery Business Development, SCA Promotions 

Jason Mueller, Senior Manager, Public Relations, Sponsorships & Event Marketing, Hoosier Lottery 

The Hoosier Lottery and SCA Promotions present case studies exploring how marketers leverage new and existing sponsorships to engage and entertain fans at sporting events. In an ever-competitive market among a desired demographic, learn how to cash in on the affinity of sports. Connect with fans by offering relevant prizes and entertainment. Use cases will include a Hoosier Lottery/Colts & Pacers partnership and a Texas Lottery/Houston Texans partnership, among others. 

Combined session with Product Management 


2:00pm – 2:15pm

Maryland Lottery 50th Anniversary Celebration and Second Chance to Win $5 Million 

Jackie Walker, Director, Lottery Business Development, SCA Promotions  

Kate Airey, Director, Product Development, Maryland Lottery & Gaming 

Dive into 50 years of fun and games with the Maryland Lottery and learn how the Lottery leveraged their 50th anniversary to launch a new $50 instant ticket, engage with players across all games and drive acquisition to their My Rewards club with a grand finale second chance opportunity to win $5 million at the state fair!  

Combined session with Product Management 


2:30pm – 3:00pm

LIGHTS, CAMERA, ACTIONS to Drive Instant Sales Success 

Karsten F. P. Roche, Account Executive, Pollard Banknote 

Just as movie studios time film releases to optimize sales – taking into consideration consumer spending habits, peak seasons, competition, and saturation points for each genre – lotteries must do the same in their strategic product launch planning. This presentation will take attendees through the yearly sales cycle, explore key launch timeframes, review examples of how to recognize different types of player segments, and delve into what motivates them. Emphasis will be placed on the need to strategically launch tickets to avoid cannibalization and maximize revenues. Attendees will leave this session ready to take ACTION! 

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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