Michigan Lottery Digital Diversification Case Study

This case study outlines the Michigan Lottery's approach to enhancing its digital presence through the implementation of online gaming. The document details the challenges faced by the Michigan Lottery, including the need to grow its digital business without cannibalizing retail ticket sales and ensuring compliance with lottery regulations. It describes the solution adopted, which involved partnering with Applause for functional testing of its digital offerings. The testing process included a wide range of devices and operating systems, ensuring a seamless user experience. The results indicated a significant increase in mobile audience engagement, with mobile users growing from 30% to 70% since the launch of the iLottery. The partnership with Applause allowed for thorough testing and validation of the online platform, leading to improved usability and confidence in launching new features. The case study concludes with insights into how the Michigan Lottery successfully maintained retail sales while expanding its digital footprint.