Confessions From Arizona Lottery’s CMO: Creative Needs Insight, Retail Drives Action, and Everyday Play Beats Jackpot Hype

Chris Rogers, CMO, Arizona Lottery:

• Emotional Storytelling or Rational Value Messaging: Emotional storytelling, with rational proof underneath. People connect
  emotionally first but trust still needs facts.

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  Point of Sale Placements or OOH
  Placements: POS. For the Arizona Lottery, retail is where attention, decision-making and action converge.

• Creative-led Campaigns or Data-driven Optimization: Data-informed creative. Strong, impactful creative needs insight, but data alone
  can’t build a brand.

• Media Buying or In-House Content Production: Media buying,
  with strong content to support it. Paid media helps scale the message effectively, but only works if the content is clear and compelling.

• Test-and-Learn Campaigns or Fully Scaled Campaigns: Test-and-learn campaigns. Especially in regulated environments, learning before scaling
  helps protect both performance and trust.

• High-Jackpot Event Campaigns or Everyday Play
  Messaging: Everyday play messaging. Jackpot campaigns drive attention, but everyday play is the driver of long-term engagement.

• Player Retention Programs or New Player Acquisition Campaigns: Player retention programs. Retention creates stronger
  relationships, and a strong player experience can naturally support acquisition over time.

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