By Cydeni Carter, Public Information Officer, Arizona Lottery
When people hear “lottery,” there’s often a bit of skepticism about how it really works, where the money goes, who it helps, and what difference it makes for Arizona. That’s why one of the most rewarding parts of my work is sharing how the Arizona Lottery truly gives back. Once people learn that ticket sales support education, healthcare, the environment, and economic development, they often tell us they feel more excited about playing, because they see the bigger picture. It’s why we often say: When you play, Arizona wins.
That phrase isn’t just a tagline. It reflects a reality that’s unique to the Arizona Lottery: every ticket purchased contributes to programs that directly benefit communities across our state. In fiscal year 2025 alone, more than $1.5 billion in Lottery sales generated tens of millions of dollars for these four key pillars. From supporting public universities through infrastructure investments to funding environmental conservation and healthcare resources, the impact of every ticket is far-reaching. When Arizonans understand that connection, they'll see the Lottery as more than just fun, it's a real force for good.
Creating Stories Through Partnerships
Our commitment to giving back doesn’t end with beneficiary transfers. We know that numbers alone don’t always capture the heart of our mission. That’s why we partner with nonprofits to create opportunities for storytelling and to highlight the real people behind the impact.
Take, for example, our collaboration with Soles2Souls, which provided shoes to children and individuals experiencing homelessness who needed them. Or our partnership with Northern Arizona University for their Honors Native American Summer Research Program, where we spotlighted the scholarships and educational programs made possible through Lottery funding. These partnerships put faces to the numbers and allow us to share stories that resonate with everyday Arizonans.
One of my favorite aspects of these initiatives is how they highlight the diversity of causes we’re able to support. Whether it’s providing resources for foster families, celebrating cultural heritage through events like Lotería Nights at the Desert Botanical Garden, or supporting community resilience projects like Habitat for Humanity Northern Arizona’s Timber Sky Starter Homes, each story reflects a unique way the Lottery is contributing to life in Arizona. These collaborations remind players that every ticket they buy fuels something bigger, a ripple effect of good across the state.
Why Storytelling Is a Strategy, Not an Afterthought
Storytelling is more than a communications tool; it’s a key part of our marketing strategy. We know people connect more deeply with stories than with statistics. Numbers can show scale, but stories show meaning. That’s why we’ve worked to intentionally integrate storytelling into every campaign we launch.
This strategy inspired our brand platform, Love the Play. We wanted to create a unifying message that captured both the joy of the Lottery experience and the purpose behind it. Playing the Lottery isn’t just about the possibility of a jackpot. For many people, it’s about the smaller, everyday moments, buying a ticket with a friend, daydreaming with a loved one, or enjoying the simple fun of scratching.
With Love the Play, we embraced those authentic moments while reminding players that there are countless reasons to engage with us. You can love the play because you want to win. You can love the play because you know every ticket contributes to vital state programs. You can love the play because it brings joy, hope, or connection. This platform allows us to tell stories that reflect the many dimensions of the Lottery, from entertainment to impact.
Changing Perceptions Through Purposeful Storytelling
When people see that the Arizona Lottery is invested in their communities, skepticism turns into support. Purposeful storytelling builds trust, showing that the Lottery is not just about chance, it’s about choice: the choice to play, and in doing so, the choice to strengthen Arizona.
That’s the power of storytelling with purpose. It cuts through the noise of modern marketing and creates lasting connections. For us, every campaign, every partnership, and every story is an opportunity to reinforce that message: the Lottery is about more than games. It’s about making a difference.
Because when you Love the Play, Arizona Wins.
