My approach to revitalize and enhance the Subscription Games Program revolved around a three-pronged strategy that focused on improving the user experience, increasing user adoption and engagement, and maximizing revenue potential.

Understanding the Player Experience
Understanding the player experience was critical to the success of any Lottery Subscription Program. At the heart of my efforts to revitalize and enhance the Subscription Games Program was a commitment to improving the user experience and meeting the evolving needs and expectations of our players. To achieve this goal, I begin by conducting a comprehensive review including field research of the current player experience and the systems responsible for service-value exchange with our partners at International Game Technology (IGT). This involved collecting both quantitative and qualitative data to gain a deep understanding of player habits, preferences, and pain points. With a deep understanding of the player experience and a comprehensive plan in place, I turned my focus to the next step: Moving Players Online.

Moving Players Online
I ensured that the agency's digital infrastructure was optimized, resources were utilized efficiently, and development of the Subscription Games Program was prioritized for its long-term viability. Failure to prioritize these key areas would have increased the risk of alienating our players and losing significant revenue. To mitigate these risks, I developed and executed a comprehensive 90-day direct-mail campaign that targeted mail-in players based on insights gathered from the voice of the customer. I worked closely with various departments within the organization, including marketing and technology, to ensure that all necessary resources were in place to support our efforts.

To achieve our goals, we developed a number of key initiatives, including:

Developing educational collateral
To help players understand the benefits of our online platform, I created engaging and informative educational collateral. This included step-by-step guides and FAQs, which were designed to provide players with the information they needed to make the switch from mail-in to online play.

Designing an effective Subscription Portal
I collaborated with the Director of Marketing to create a streamlined and user-friendly registration portal for our online platform. The new portal featured an interactive web interface that enabled players to create and manage their accounts, check results, view available games, change their ticket type, and learn about the jackpots they are eligible to win.

Developing and executing targeted outreach campaigns
To encourage mail-in players to migrate to our online platform, we developed and executed a number of targeted outreach campaigns. These campaigns included direct mail, email, social media, and targeted display ads on relevant websites, all of which were designed to encourage players to make the switch.

Maximizing Revenue Potential
Through careful planning and execution of these initiatives, we were able to successfully migrate a significant number of mail-in players to our online platform, helping to increase our revenue and ensure the long-term viability of our Subscription Games Program.