By Mary Cimaglio, Senior Instant Games Manager, Arizona Lottery
After nearly a decade in the lottery industry, I’ve seen how much our players, and their expectations have evolved. Today’s players want more than just a chance to win. They want experiences that feel personal, social, and rewarding. And that’s exactly where the future of the lottery is headed.
Earlier this year, the Arizona Lottery partnered with the Angus Reid Group to explore how younger Arizonans, specifically Millennials and Gen Z, ages 21 to 39, interact with lottery games. We wanted to understand not just what they play, but why.
The results of the Next Generation Player Study gave us an inspiring look at where the industry is going, and how we can get there.
Understanding the NextGen Player
These players are digital-first and mobile-minded, and they value convenience and instant gratification. But they also crave experiences that are fun, shareable, and rooted in connection.
For them, the lottery isn’t just competing with other games, it’s part of a broader entertainment landscape. And that means we have an opportunity to show how the lottery can fit naturally into their lives while continuing to fund programs that give back to Arizona communities.
One clear message from our research: younger players want added value. They love rewards, discounts, and incentives tied to their everyday routines.
That feedback inspired our upcoming Circle K Cash for Gas Scratcher®, launching November 18. It’s a $2 ticket that offers the chance to win up to $10,000, plus bonus fuel savings of up to $.99 per gallon, a simple but powerful way to connect play with real-life benefits.
We’re also exploring new ways to bring lottery experiences into social spaces, like trivia-themed Pull Tabs for bars and breweries. Trivia nights are still popular among this age group, and creating opportunities for group play adds a sense of fun and community to the traditional lottery experience.
Evolving the Games Players Love
Another big takeaway: Crossword Scratchers® continue to be a hit with younger players. They enjoy the puzzle-solving element, the challenge, and the instant satisfaction of revealing words.
We’re taking that insight and enhancing it, introducing fresh, modern designs and exploring ways to tie the gameplay to digital experiences. The goal is to keep what works while updating the experience for today’s player.
The Future Is Bright
What excites me most about this research is the reminder that our work is about more than games, it’s about people. Understanding how players think, play, and connect helps us build products that bring joy while giving back to Arizona’s communities. The next generation isn’t replacing our traditional players, they’re expanding the definition of what play can mean. They’re encouraging us to be creative, curious, and forward-thinking.
After years in this industry, that’s exactly the kind of challenge that keeps me inspired. The future of the lottery is dynamic, inclusive, and full of possibility, and Arizona is proud to be leading the way.
