48 PUBLIC GAMING INTERNATIONAL • SEPTEMBER/OCTOBER 2025 We need to stay mindful of what’s changing globally in RG. It’s not just about doing what is expected. It’s about making tools available to those who need them. Younger players especially appreciate these safeguards and good cause messaging. RG should be front and center, not something we shy away from. It’s part of who we are. Matt Strawn: Beautifully said. As Bret discussed earlier, nothing happens in a silo. Whether it’s the Mega game changes, the Millions for Life project that Tom Seever and Jim Carey are leading, or the NFL game Jay (Finks) outlined—it’s all interconnected. Jay, you’ve mapped out a national marketing plan tied to these efforts. Can you talk about how we’re building a pipeline of promotions— not just huge prizes like Super Bowl tickets, but smaller-scale efforts to keep engagement steady? Jay Finks: Absolutely. Right now, our national calendar lists NASCAR—and that’s it. We need more layer; more touchpoints for players to engage with the brand on the national stage. Whether it’s second-chance drawings or creative prize structures, national promotions can create efficiencies and ease the burden on local jurisdictions. For the NFL game, we’re running everything—entry collection, prize fulfillment, etc.—at the national level. That means less work for individual states. A portion of that game’s revenue goes into a national marketing fund, which helps offset local advertising costs. That fund will allow us to offer prizing and experiences many states couldn’t pull off alone. And it’s not just MUSL. I’ve had more talks with my Mega Millions counterparts lately—like Khalid Jones from Virginia. We’re finally having joint conversations. These brands are active five days a week. If we combine forces, there’s massive potential for national promotions, sponsorships, and revenue generation. Matt Strawn: Looking ahead three to four years, what excites you most about MUSL—whether it’s programs, promotions, or marketing? David Barden: For me, it’s about experiential prizes. Players love things they can’t usually access—like Super Bowl tickets, concerts, VIP experiences. We need to think outside the box to secure and use those strategically. Game changes take 2–3 years, so we also need modular solutions—plug-in promotions that can support our base games. We’re doing more research than ever— probably the most in ten years. Research tells us what players want and helps us adapt. If we want to offer something for everyone—jackpots, full-life games, experiential prizes—we need the insights to back those strategies. Bret Toyne: I’m excited about the app. And like Sarah said, RG is part of the product development now. When we talk about new games, we’re thinking about portfolio management—how to reach different people with differing play styles and motivations. We don’t want to keep going back to the same base. Powerball and Mega Millions may not be for everyone. We need a more diverse portfolio of options to expand the player base. CRM and app tools give us flexibility. We can market more precisely and test what works for different demographics. This tech lets us adjust quickly and address niches that individual lotteries might not reach otherwise. It’s a chance to broaden the player base responsibly and efficiently. Sarah Taylor: Powerball is the world’s most recognized jackpot game. It is vital that we manage it thoughtfully. I wasn’t there for the $2 ticket change, but I was in the room when Mega made its recent change—and those are heavy lifts. The process takes time, courage, and smart risk management. But based on what we saw Tuesday, I think exciting changes are on the horizon. I can’t wait. Jay Finks: The NFL game is close to my heart. From the start—when the NFL wanted $75 million upfront—we’ve come a long way. Now, they’re invested in developing the game and partnering with us. That journey has shown us the NFL genuinely wants this to succeed. We’ve even explored having a draw during halftime or working with Amazon on Thursday Night Football. But beyond the NFL, this collaboration has shown us what’s possible when Powerball and Mega teams work together. We need to merge resources, get everyone in the same room, and amplify our reach. These new marketing efforts will help unify the two groups. Matt Strawn: The collaboration across states and between the Mega and Powerball Groups is inspiring. We are blessed with a smart, hardworking group of lottery directors, and we enjoy working together. I’m excited for what’s ahead. Whether it’s apps, second-chance prizing, or national promotions, MUSL can provide small states like mine the ability to connect with mega-brands like Nascar and the NFL. Huge thanks to Bret and his team for driving the plan forward. Thank you all for kicking off the morning with us. Paul Jason: I wish we had more time for questions, but I just want to say thank you and commend the entire community of lottery directors who are forging a more ambitious pathway to benefit good causes than ever. Something’s shifted in this industry. There’s a real entrepreneurial spirit, with tenacious follow-through that is pushing ambitious ideas across the finish line. It’s inspiring. You’re getting it done. Thank you, all of you, for your leadership. n National Games, Global Vision: How Collaboration Is Shaping the Future of Lottery — continued from page 47
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