Building the Digital Game Portfolio It was important that the launch offer Delaware players an exciting selection of digital game experiences. The Lottery carefully selected eInstant games from Scientific Games that were distinctly different than the iGaming products offered by gaming competition in the marketplace. In the months following, products with different game mechanics were introduced. Currently, Delaware iLottery players can choose from more than 20 eInstant games, all created by SG Studios, including a bespoke game in honor of the Delaware Lottery 50th Anniversary Celebration. The Value of a “Crawl, Walk, Run” Launch Perhaps the most impressive aspect of Delaware’s iLottery launch was its disciplined marketing strategy, a result of collaboration between Scientific Games and the Lottery’s marketing teams. Rather than investing heavily in paid acquisition immediately, the program began by engaging existing lottery players through CRM communications and loyalty-based outreach. This allowed the Lottery to gather valuable insights into player behavior, registration trends, and promotional performance before scaling broader marketing efforts. “Our strategy focused on leveraging the Delaware Lottery’s existing base of approximately 80,000 Players Club members. To support this, we introduced a single, unified app that combined loyalty features with eInstant gameplay,” shares Rubas. From a user perspective, there was no major rebrand—this was intentionally positioned as the same familiar loyalty app, now enhanced with online gaming capabilities. “One of our key challenges was integrating requirements such as KYC (Know Your Customer) and geolocation, while minimizing disruption to the existing player loyalty experience,” he explains. “Our goal was to maintain engagement within the loyalty program and avoid any dropoff that could result from introducing new barriers for our Players Club members.” When paid media efforts expanded, the teams were able to make smarter decisions informed by real-world player data. As optimization improved and audience targeting became more refined, acquisition efficiency strengthened significantly. The approach highlights an increasingly important reality of digital commerce: successful growth often comes from learning first and scaling second. Top-Performing eInstants 1. Big Winners Club 2. Luxe Buck$ 3. Maximum VIP 4. 50 Years! 5. Wrapped-Up Riches 6. Lily Pad Payout 7. Fortune Teller 8. Candy Coated Cash 9. Smoothie Cash Out 10. Lady Luck Based on each game’s first eight weeks of sales post-launch.
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