38 PUBLIC GAMING INTERNATIONAL • MARCH/APRIL 2026 For decades, lottery play has been defined by a familiar and largely passive model: purchase a ticket, wait for the draw, and hope for the best. While jackpots and large prizes still remain the headline attraction, this model has increasingly shown its limitations, particularly among younger and more digitally native audiences. These players expect more for their dollars - more entertainment, interaction, and value beyond just a single moment of anticipation. Recent Powerball research has made this clear: players desire more than a single transactional experience. Instead, they are actively seeking ways to engage more frequently, feel more involved, and gain a stronger sense of control and enjoyment from how they play. This shift in player interest is not theoretical as it has been observed in some of the leading NASPL member lotteries and is already reshaping the future of lottery products and experiences. Forging an Innovative Path Forward for Powerball and National Games Recognizing these challenges, MUSL has teamed up with Splashdot, a trusted leader in lottery loyalty and engagement, to introduce its new national Powerball app and CRM program. Splashdot has led the way in transaction-adjacent rewards that provide players new ways to experience greater value and excitement from their lottery purchases. With one app and one program designed for genuine engagement with the world’s most recognized lottery brand, this initiative is poised to deliver a major win for lotteries. Powerball Xs & Os: Designed for Engagement from the Start As the inaugural always-on program in the new Powerball app, the upcoming Powerball Xs & Os game is a direct response to this changing mindset. Purpose-built to address the engagement gap identified in research, the game introduces mechanics that encourage active participation and repeated interaction while remaining firmly rooted in the trusted Powerball brand. At its core, Powerball Xs & Os is about giving players more to engage with, i.e., more moments of interest, more reasons to return, and more ways to feel connected to the game, and to the NFL and Powerball beyond draw night. By incorporating interactive elements, it creates opportunities for players to participate in ways that are far more rewarding. This approach enhances traditional lottery play by layering engagement on top of a proven foundation to create a more complete and modern player experience. Proven in Market: Engagement That Works This evolution is backed by years of realworld experience and delivery. Splashdot has worked with numerous NASPL lotteries, consistently demonstrating that interactive, engagement-led experiences drive measurable benefits for both players and lottery operators. These programs show that when players are given meaningful ways to engage, whether through games, challenges, missions, second-chance and bonus mechanics, or interactive experiences, they participate more often, understand the products better, and remain active for longer periods. Importantly, this engagement is sustainable and responsible, built around entertainment and enjoyment rather than increased risk. Delivering meaningful ‘Microwins’ enhances the experience far more than just hoping the jackpot grows to drive sales. Known Play and Responsible Gaming at the Core One of the most significant advantages of this engagement paradigm is its impact on known play and responsible gaming. Interactive and account-based experiences naturally encourage players to engage in more transparent, trackable ways. This allows lotteries to better understand player behavior, offer tailored experiences, and promote as well as reward healthier play patterns. Rather than just encouraging spend, engagement-focused models emphasize frequency of interaction. In effect, players return because they enjoy the overall experience rather than merely the chance of a big win. This distinction is critical and aligns closely with modern responsible gaming principles. Leading the Shift Forward As Powerball research continues to underline changing player expectations, and as products like Powerball Xs & Os come to market, the direction is clear. The future of lottery engagement lies in experiences that are interactive, entertaining, and player-centric without losing sight of responsibility or integrity. Splashdot has been at the forefront of this shift for years, partnering with lotteries and, most recently, MUSL and Powerball, to help drive the evolution of the lottery experience. The results speak for themselves: more engaged players, stronger brands, improved data visibility, and experiences that resonate with modern audiences. These are all crucial to ensuring lotteries remain meaningful and relevant in 2026 and beyond. Visit Splashdot.com, Powerball.com, and MUSL.com to get fully engaged! Rethinking Lottery Engagement and Loyalty for Powerball How Players Are Pushing for a New Paradigm By Patrick Watson
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