45 PUBLIC GAMING INTERNATIONAL • SEPTEMBER/OCTOBER 2025 answer, as evidenced by leading brands such as Apple, Nike, and Marriott that have already embraced and validated this model. And while it may sound new in a digital context, the concept is nothing new to the lottery industry. Physical retail has always been based on distribution—placing products where consumers are. Self-service kiosks, vending machines, in-lane checkout systems: all designed to meet buyers in their path. DraftKings’ Digital Retailer Solution simply brings that same logic to the digital age–allowing purchase of draw games and eInstant games through a DraftKings website or mobile app. Digital ecosystems evolve quickly. If iLottery fails to keep pace with the digital experiences consumers engage with daily, it risks plateauing—especially as consumer expectations for convenience, speed, and seamlessness continue to climb. While still a growing segment of the lottery industry, iLottery is already showing signs of early maturity, as highlighted in recent analysis by Eilers & Krejcik (below). DraftKings Digital Retailer: A New Storefront for Lottery If consumers now expect frictionless commerce on their phones, through apps they already use, the question becomes: Why wouldn’t they buy a lottery ticket the same way they buy a pair of shoes or book a hotel–on a thirdparty site? Recent data suggests they would. In fact, they already want to. In a recent study commissioned by DraftKings through Lotto Research, 55% of respondents say they’d play iLottery more if it were incorporated in a sports betting or casino app they already use. This is where DraftKings comes in–with a Digital Retailer Solution designed specifically for today’s digital consumer landscape. With its expansive customer base of verified players, and a brand players already trust, DraftKings is a ready-made digital storefront for lottery products. The upside is significant: expanded reach, increased frequency of play, and lower acquisition costs. DraftKings’ existing marketing investments can supplement statelevel campaigns, helping drive awareness and adoption. And for players, lottery becomes just one more category in a platform they already use, trust, and enjoy. Distributed commerce doesn’t mean giving up control—it means multiplying opportunities to connect. For iLottery, the moment is now. n 1 Zendesk – “What is Omnichannel Retail? Examples and Trends”. 2 Capital One Shopping Research, Digital Wallet Statistics, July 2025. 3 eMarketer / Insider Intelligence Reports, 2023–2024. 4 FourWeekMBA, Apple Distribution Channels, 2024. 5 Nike Investor Relations, FY2024 Earnings Report. 6 PhocusWire, “Marriott direct booking share versus OTA,” 2021.
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