21 PUBLIC GAMING INTERNATIONAL • MARCH/APRIL 2026 launched in over 30 jurisdictions, reflecting the widespread confidence in success. For lotteries that already offer “for life” games, Millionaire for Life is positioned as a needed refresh. Mary Harville, who has watched multiple “for life” cycles in Kentucky, emphasized how these products need periodic reinvention to stay compelling. “In my 21 years, we’ve always had a for-life game,” Harville said. “But after a while, it needs a refresh. This will be our fourth for-life game. And what a fantastic refresh, unlike any other really, with the ability to offer this top prize.” Harville also addressed the psychological question MUSL leaders have been testing: will younger consumers accept a $5 draw ticket? “The value proposition is there” she said. “And the younger players, the folks using GrubHub and Uber Eats and going to Starbucks, they don’t find that $5 price point to be a turnoff.” Barden framed it through the lens of profit and the durability of returns. “These are the games that bring your highest return, so they should be our strength,” he said. “We all love scratchers, but the net return on scratchers is not what you’re seeing on Powerball and these for-life games.” If Millionaire for Life is the portfolio strategy’s first big expression, Powerball X’s & O’s is its most ambitious bet on brand partnership and cultural relevance. Powerball X’s & O’s: The NFL Partnership and a Different Kind of Draw Experience Toyne described the progress as substantial and the timeline as aggressive. “Timelines are always challenging with multi-jurisdictional games,” he said, “but the product group has made great strides… Logo approved, rules approved, play slip layout approved; so we’re meeting timelines required to hit that late August, early September launch.” The game design is intentionally different from anything else in MUSL’s stable. “It’s really eight of 32,” Toyne explained. “You choose eight teams of the 32 NFL teams, so that’s different.” And unlike jackpotdriven behavior, this game is built to run on affinity: fandom, identity, and the pull of the NFL shield. “This won’t be a jackpotdriven game,” Toyne continued. “This will be driven by that affinity with the NFL.” The prizing strategy is equally deliberate: not merely second chance, but promotional prizing tied to experiences that feel exclusive and culturally meaningful, especially for younger demographics. “It’s not second chance,” Toyne clarified. “It’s promotional prizing. We talked earlier about experiential prizing which reaches some players who might be less interested in traditional formats. Everyone wants cash, but some players are also interested in experiences you can’t buy.” Adam Prock, who has seen the impact of local NFL partnerships in Minnesota, described the NFL deal as a “next level” moment for Powerball’s brand strategy. “Powerball is a huge global legacy brand,” Prock said. “And if we’re going to be successful, we’ve got to find culturally relevant brands to partner with. I don’t know how you get much bigger than the NFL.”
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