29 PUBLIC GAMING INTERNATIONAL • SEPTEMBER/OCTOBER 2025 negative, a +13% net positive, with more than half remaining neutral. This bodes well for future sales. 2. Younger Americans (18-34 year olds) are significantly more positive about the changes to the new $5 Mega Millions game, with 39% stating it is a positive and only 9% saying it’s negative, yet they have less awareness of the bonus multiplier. This could potentially be an easy, short-term win for state lottery organizations: that is, to raise awareness of this new feature among Gen Z and Millennials. 3. Older Americans (55+) are significantly more aware of the changes to Mega Millions. Great! They have been the lifeblood for Lottery for the past three decades. However, they also have a more negative view of the cost increase of 150%, even though the cost increase itself isn’t the focal point of why they might not play Mega Millions (that’s a teaser for later!). 4. When asked to choose their favorite jackpot game, Powerball edges out Mega Millions by 7% (46% v 39%). However, this means only 15% of Americans state they would choose neither of the Lottery behemoths, again showing the power of the combination of both national draw games for all forty-five U.S states (and D.C.). 5. Powerball’s current jackpot is over $600m. A high jackpot in Mega’s sister game should bring additional traffic and sales for both games. Can lotteries ensure signage and information in-store and online is active and enticing during jackpot runs? 3rd and long (game) Players just want to win. When lapsed Mega Millions players were asked why they have not played in the past 6 months, the #1 reason they chose was that they “never seem to win” (36%), followed by “the economy” (29%) and “I am sick of losing” (19%). The least mentioned reason was the price increase to a $5 ticket (only 15% of lapsed players). 4th and forever… More than half of all Americans have not engaged with the revamped $5 Mega Millions, but around 12% of Americans say they plan on playing once the Mega jackpot hits $500m, with another 10% waiting until it hits $1bn, which accounts for 22% of potential players who have yet to experience the new multiplier and the significant increase in prizes (See Fig.4). Is there a way we can tempt these procrastinators to add a $5 Mega Millions to their next convenience store trip, or gas fill up, before the jackpot hits half a billion? …or a Powerball punt A majority of draw game lottery players who have stopped playing Mega Millions, have switched their Mega spend into other games, including Powerball, State Lotto games and other regional draw games that are state based (Lotto America), which offer value at either $1 or $2 price point per draw. 1. Future intent to play $5 Mega Millions is now at 40%, but it is significantly higher among men and 25-44 year olds. This is key for developing the future lottery pipeline. 2. Future Intent to play Powerball (47%) is significantly higher than Mega Millions right now, especially among older Americans. Among recent players, 83% say they will definitely or probably purchase Powerball in the next month. That’s a BIG number. 3. Boomers have switched their allegiance to Powerball en masse. 49% prefer Powerball versus just 30% for Mega Millions. 4. Anecdotally, from in-person player research in New Mexico Lottery: players have been switching their spend into more local-based games such as the $1 Lotto America, and the increasingly popular Roadrunner Cash (also a $1 game). Ensuring other lottery options are visible and affordable can give players reasons to continue to support good causes through their continued lottery play. Continued on page 39
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