By Alec Thomson Executive Director, Arizona Lottery
Lotteries were originally conceived as local government initiatives—deeply rooted in the specific geography and needs of a single state or community. However, as the digital age has matured and consumer habits have evolved, so have we — into a $1.5+ billion state enterprise operating in a competitive global gaming landscape. Throughout this rapid evolution, we remain focused on our mission to invest in a stronger Arizona, backed by a strategy that is powered by partnership and a worldwide perspective.
We can’t stand still. That would essentially be the equivalent of moving backward. Achieving our goals requires more than just operational excellence—it requires a commitment to constant evolution and a recognition that our competitors and collaborators are now found across the globe.
Innovation Isn’t Done in a Silo
How do we evolve? By recognizing that innovation isn’t done in a silo and coming together with our partners from the lottery industry, and enterprises from the larger gaming industry too, to learn, explore, and partner to shape the lottery and gaming industries of tomorrow. The industry events that bring us together are not just about showing up; they’re about doing the work that helps us achieve a strategic advantage–offering direct access to emerging trends, evolving player behaviors, and innovative approaches shaping the future of our industry.
Lottery and gaming are global, so looking outside of what’s happening in Arizona is key to our success in planning for the future. That’s true for not just innovating products and technology or optimizing for a more efficient operation, but also in the pursuit of our responsible gaming efforts and working with other jurisdictions to maximize the positive impact of Lottery on a global scale.
To lead effectively and compete, we must look beyond our own borders, and share beyond them too. Whether we are attending national or global lottery conferences or larger gaming summits, we are there to engage in a global exchange of ideas.
The Arizona Lottery never takes the backseat in these discussions. That’s why we’re known as an industry leader and innovator and why we’re regularly invited to the podium to share how we continue to be one of the fastest growing lotteries in North America–and one of the few lotteries growing instant ticket sales at retail this year among U.S. lotteries.
From affinity partnerships with local and global brands and unique experiential prizing, to operational excellence, our team is frequently asked to share our blueprint for success. We actively contribute to the global conversation by presenting on everything from product innovation and cutting-edge marketing to public relations, social media strategy, and organizational leadership.
We understand that "to be a leader is to be a learner," and by positioning ourselves as both students and teachers of the global market, we ensure that the Arizona Lottery remains competitive, forward-thinking, and positioned for long-term success.
The Global Perspective: From Insights to Action
Like I mentioned before, gaming is global, lottery is global, and looking at the international landscape is critical regarding remaining competitive, protecting our integrity and the trust of our players, and ensuring we’re in alignment with responsible gaming best practices.
Most recently, I attended the NEXT.io conference: NEXT Focus: Emerging Verticals New York 2026. This event provided a deep dive into the gaming industry's newest frontiers. Engaging with leaders in emerging verticals allows us to not only plan for the challenges and opportunities of today, but also to see around the corner and identify the "next big thing" before it hits the mainstream.
We also look to the World Lottery Association (WLA) to inspire new ideas from jurisdictions worldwide and to guide our responsible gaming efforts. Looking back to the last WLA World Lottery Summit in Paris, we arrived with no formal responsible gaming accreditations. We returned from the summit with the resources and motivation to get to work and have since achieved the Level 2 Responsible Gaming Certification from the WLA, and now we’re working on reaching Level 3.
Beyond our RG efforts, we looked at innovative technologies used in EU retailers for in-lane sales and began exploring how we could capture these sales in Arizona using similar technology. And we returned inspired to redefine how we talk about the positive impact of lottery in Arizona based on the cause-driven approach of many European lotteries. The result? The launch of “Love the Play”— our brand campaign featuring a dual message of loving lottery for both the excitement of the play and the positive impact it drives for Arizona communities.
What sets us apart is how we translate those insights into action. We don’t just collect brochures; we bring back the knowledge and inspiration that helps us build the blueprints for the Arizona Lottery’s success now and over the long term. Taking inspiration from not only what’s happening in lottery jurisdictions from around the globe, but also from how the global gaming industry is influencing consumer preferences and behaviors–including our current and next gen player audiences.
A Trajectory of Success
Our commitment to being a "learning organization" has yielded tangible results. We have transformed from an $750 million operation to a $1.5+ billion powerhouse in just 10 years. This growth is a direct result of the improvements and efficiencies we’ve implemented after seeing what works on the national and global stage.
The best part? We’re driving meaningful growth this year and on track to deliver record-breaking returns to our beneficiaries this fiscal year.
So, as we look forward to the next fiscal year, which marks the Arizona Lottery’s 45th anniversary, our determination is higher than ever. We aren't just celebrating our history of investing in a stronger Arizona; we are leveraging every insight gained to ensure we continue delivering on the mission Arizona voters charged us with when we sold our first ticket in 1981.
