A7 West Virginia Lottery A&U Research (July 2025).pdf

July 2025

West Virginia Lottery

A&U Research

As digital lottery participation continues to expand, the West Virginia Lottery, together with NeoPollard Interactive (NPI), sought to deepen its understanding of how residents engage with iLottery offerings and loyalty programs. In response, Angus Reid Group developed a comprehensive, annual Awareness and Usage (A&U) research program aimed at capturing player perceptions, behaviors, and motivations across both online and retail channels.

This study is designed to benchmark key metrics year over year and provide data-driven insights to support marketing, user experience, and program strategy. It includes targeted samples from the general public and iLottery and PlayON members, with particular attention paid to motivators, barriers, app usage, and perceptions of digital trust and value. Through ongoing tracking and strategic analysis, the research will help guide the evolution of the Lottery’s digital platforms and player engagement efforts.

This report marks the inaugural wave of the annual study, establishing a baseline for future tracking and strategic planning.

WEST VIRGINIA LOTTERY A&U

RESEARCH

Background

Methodology & Sample

Field Window June 16th – July 11th, 2025

Field Sample

N=1,764 Respondents total (all West Virginians aged 18+)

Group 1: General Public (n=754)

• West Virginia residents aged 18+

• Must not be opposed to gambling

Group 2: iPlay Users and PlayON Members from West

Virginia Lottery’s database (n=1,010)

• N=823 iPlay users

• N=746 PlayON members

• Note: n=559 respondents were classified in both groups)

Study

This research was conducted through a 12-minute online survey deployed via email to three distinct audiences. iPlay users and PlayON members were invited directly by the West Virginia Lottery, helping ensure strong recognition and response. Members of the general public were recruited through the Angus Reid Forum, a nationally recognized research panel.

The approach ensured broad representation across both current players and prospective users, allowing for detailed comparisons across audience segments.

WEST VIRGINIA LOTTERY A&U

RESEARCH

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User Group Profiles

WEST VIRGINIA LOTTERY A&U

PROFILING

This Research Consists of Three User Groups:

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General Public

(Open to Lottery Play) N=754

• Representative sample of West

Virginians 18+ who are not opposed to gambling

• Sourced from Angus Reid Group’s online panel, The Angus Reid Forum

• Natural fallout of lottery participation:

• iPLAY Users: 12%

• PlayON Members: 8% iPLAY Users N=823

• Recruited from West Virginia Lottery’s database of past month online players

• 68% are also PlayON Members

PlayON Members N=746

• Recruited from West Virginia Lottery’s database of past month online players

• 72% are also iPLAY Users

Reporting on these distinct groups enables a nuanced understanding of both general sentiment and engaged user experiences. This structure also establishes a foundation for consistent longitudinal tracking, ensuring insights can evolve meaningfully with future waves.

Known Players

55% are both

26% are iPLAY users only

19% are PlayON

Members only

PROFILING

Each group differs demographically. The general public skews younger and lower income.

By contrast, iPlay users and PlayON members are older, higher educated, and higher income.

| 16

PROFILING

Profile of General Public (Open to Lottery Play)

| 17

GENDER AGE AWARENESS OF iPLAY HAVE PLAYED iPLAY GAMES ONLINE

EDUCATION HOUSEHOLD INCOME AWARENSS OF PlayON LOYALTY

PROGRAM

PLAYER FLAGS

49% 51%

<1% Prefer to self describe

74%

26%

72%

28%

18%

82%

NET Past Year Player

Non Player

Past Year Retail Player

Not Past Year Retail Player

Past Year iLottery Player

Not Past Year iLottery Player

3%

58%

29%

10%$100K+

$50K-<$100K

<$50K

Prefer not to say

38% Are aware of

West Virginia’s iPLAY program

26%

36% 37%

18-34 35-54 55+

Base: WV Open to Lottery Play (n=754); Aware of iPLAY (n=289) Gender, Age, Income, Education, PLAYER_FLAG B5. Before today, were you aware of the West Virginia Lottery’s iPLAY program that allows users to purchase lottery games online?

B6. Have you played West Virginia iPLAY lottery games online?

E2. Before today, were you aware of the West Virginia Lottery’s PlayON loyalty program?

12% Have played

West Virginia’s iPLAY lottery games online

14% Are aware of

West Virginia’s

PlayON Loyalty

Program

(8% are members)

41%

35%

24%

<=HS

College/ Associates

University+

PROFILING

Profile of iPLAY Users

| 18

GENDER AGE AWARENSS OF PlayON LOYALTY PROGRAM

EDUCATION HOUSEHOLD INCOME PLAYER FLAGS

52% 47%

1% Prefer to self describe

100%

1%

82%

18%

88%

12%

NET Past Year Player

Non Player

Past Year Retail Player

Not Past Year Retail Player

Past Year iLottery Player

Not Past Year iLottery Player8%

34%

32%

26%$100K+

$50K-<$100K

<$50K

Prefer not to say

12%

48% 40%

18-34 35-54 55+

Base: iPLAY Users (n=823) Gender, Age, Income, Education, PLAYER_FLAG E2. Before today, were you aware of the West Virginia Lottery’s PlayON loyalty program?

82% Are aware of West Virginia’s

PlayON Loyalty program

29%

41%

30%

<=HS

College/ Associates

University+

PROFILING

Profile of PlayON Members

| 19

GENDER AGE AWARENESS OF iPLAY HAVE PLAYED iPLAY GAMES ONLINE

EDUCATION HOUSEHOLD INCOME PLAYER FLAGS

53% 47%

<1% Prefer to self describe

8%

31%

33%

27%$100K+

$50K-<$100K

<$50K

Prefer not to say

94% Are aware of

West Virginia’s iPLAY program

11%

50%

39%

18-34 35-54 55+

Base: PlayON Members (n=746); Aware of iPLAY (n=701) Gender, Age, Income, Education, PLAYER_FLAG B5. Before today, were you aware of the West Virginia Lottery’s iPLAY program that allows users to purchase lottery games online?

B6. Have you played West Virginia iPLAY lottery games online?

75% Have played

West Virginia’s iPLAY lottery games online

29%

41%

30%

<=HS

College/ Associates

University+

100%

0%

88%

12%

72%

28%

NET Past Year Player

Non Player

Past Year Retail Player

Not Past Year Retail Player

Past Year iLottery Player

Not Past Year iLottery Player

KEY INSIGHTS

In looking at lottery play by user group, most of the general public plays the lottery at least once a year, but online play remains limited.

Known players embrace a more blended experience between digital and retail channels.

Base: All Respondents - General Public (n=754), iPLAY Users (n=823), PlayON Members (n=746) Player_Flags

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PLAYER BEHAVIOR

General Public vs. Known Players

74% 72%

18%

100%

82% 88%

100%

88%

72%

Past Year Player

(NET)

Past Year Retail Player

Past Year iLottery Player

General Public (Open to Lottery Play) iPLAY Users PlayON Members

The Lottery Landscape in West Virginia

LOTTERY LANDSCAPE

Most share a similar view of what’s permitted online, though known players are more aware of ticket purchases and eInstant games.

Base: All Respondents - General Public (n=754), iPLAY Users (n=823), PlayON Members (n=746) B1. To the best of your knowledge, which of the following activities can you do online in West Virginia today?

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KNOWLEDGE OF ONLINE LOTTERY AND GAMING ACTIVITIES

General Public vs. Known Players

77% 72%

66%

53%

45%

74% 67%

54%

89%

67%

75%

67%

55%

84%

67%

Play casino-style games (e.g., slots, blackjack) online

Bet on sports Participate in online poker games

Purchase lottery tickets online

Play eInstant games or online scratch-offs

General Public

LOTTERY LANDSCAPE

Engagement with lottery games is strongest among iPlay and PlayON users.

Scratch-offs and Powerball remain most popular among the general public, though participation is still lower.

Base: All Respondents - General Public (n=754), iPLAY Users (n=823), PlayON Members (n=746) C1. When was the last time you purchased the following lottery games (either online or in-store) from the West Virginia Lottery?

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FREQUENCY OF LOTTERY PURCHASING IN THE PAST YEAR

General Public vs. Known Players

64%

56%

49%

28%

26%

24%

21%

19%

18%

10%

52%

44%

35%

20%

20%

18%

16%

13%

13%

7%

39%

27%

19%

13%

11%

11%

12%

7%

8%

4%

74%

89%

87%

23%

43%

41%

78%

46%

60%

22%

64%

83%

78%

16%

37%

34%

74%

41%

55%

16%

46%

64%

57%

9%

22%

21%

60%

26%

41%

8%

80%

89%

87%

25%

45%

42%

70%

47%

62%

26%

71%

84%

79%

18%

38%

34%

65%

41%

56%

19%

53%

68%

60%

12%

23%

21%

53%

27%

44%

11%

Past month Past 6 months Past year Past month Past 6 months Past year Past month Past 6 months Past year

(purchased at retail)

Powerball

Mega Millions

Keno

Daily 3

(played online)

Lotto America

Cash 25

Cash Pop iPLAY USERS PlayON MembersGENERAL PUBLIC

LOTTERY LANDSCAPE

iPlay users continue to engage with retail lottery games alongside online play.

PlayON members also favor online play, while the general public continues to engage mostly in-store.

*Sorted descending on Past Year games played among the General Public Base: Past Year Players of Each Game (n=varies) C2. Of the West Virginia Lottery games you have played in the past year, how did you play each of the following?

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CHANNEL USED FOR GAME PLAY IN THE PAST YEAR: RETAIL VS. ONLINE

Among Past Year Players of Each Game: General Public vs. Known Players

PLAYED AT

RETAIL

91%

79% 84% 83%

25% 42%

85%

25% 41% 47%

13% 19%

69%

28% 43%

3%

7% 6% 6%

38%

29%

7%

38%

29%

40%

72% 68%

14%

50% 38%

5% 15% 11% 11%

37% 30% 9%

37% 30% 13% 14% 13% 17% 23% 19%

69%

24% 36%

63%

21% 36%

67%

25% 36%

62% 57% 65%

16%

54% 44%

25%

47% 37%

19%

49% 40%

27% 24%

23%

15% 22% 20% 12% 32% 27%

14% 26% 24%

12% 18% 12%

PLAYED

ONLINE

BOTH

PLAYED AT

RETAIL

PLAYED

ONLINE

BOTH

General

Public iPLAY

Users

PlayON

Members

General

Public iPLAY

Users

PlayON

Members

General

Public iPLAY

Users

PlayON

Members

General

Public iPLAY

Users

PlayON

Members

General

Public iPLAY

Users

PlayON

Members

General

Public iPLAY

Users

PlayON

Members

General

Public iPLAY

Users

PlayON

Members

General

Public iPLAY

Users

PlayON

Members

General

Public iPLAY

Users

PlayON

Members

LOTTERY LANDSCAPE

For specific online brands, awareness of iPlay is low among the general public. In contrast, DraftKings and BetMGM show stronger awareness.

Base: All Respondents - General Public (n=754), iPLAY Users (n=823), PlayON Members (n=746); Past 12 Month Players - General Public (n=255), iPLAY Users (n=754), PlayON Members (n=612) B2. How familiar, if at all, are you with these online gaming platforms?

B3. Which online gaming platform do you use the most often?

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FAMILIARITY WITH GAMING PLATFORMS AND PLATFORM USED MOST OFTEN

Among Past Year Players of Each Game: General Public vs. Known Players

12%

100%

75%

29% 32% 30% 23% 30% 28% 27% 28% 27% 16% 20% 19% 17% 23% 21%

26%

19%

61% 56% 59% 61% 53% 57% 56% 54% 56%

58% 50% 51% 56% 51% 53%38%

100% 94% 90% 88% 88% 85% 83% 85% 83% 83% 83% 74% 70% 69% 73% 73% 75%

General

Public iPLAY

Users

PlayON

Members

General

Public iPLAY

Users

PlayON

Members

General

Public iPLAY

Users

PlayON

Members

General

Public iPLAY

Users

PlayON

Members General

Public iPLAY

Users

PlayON

Members

General

Public iPLAY

Users

PlayON

Members

15% 19% 17% 16% 18% 17% 10% 15% 14% 11% 17% 16% 6% 7% 7% 6% 13% 11%

50% 46% 50% 39% 33% 33% 40%

39% 43% 26%

27% 27% 27% 31% 32% 28% 23% 25%

65% 65% 67% 54% 51% 50% 50% 55% 57%

37% 44% 43%

33% 38% 39% 33% 35% 36%

General

Public iPLAY

Users

PlayON

Members

General

Public iPLAY

Users

PlayON

Members

General

Public iPLAY

Users

PlayON

Members

General

Public iPLAY

Users

PlayON

Members General

Public iPLAY

Users

PlayON

Members

General

Public iPLAY

Users

PlayON

Members

PLAYED

HEARD OF IT

% AWARE

PLAYED

HEARD OF IT

% AWARE

9% 74% 73%% PLAY MOST OFTEN

% PLAY MOST OFTEN

31% 5% 6% 20% 6% 6% 18% 5% 6% 6% 1% 1% 5% 4% 4%

3% 1% 1% 4% 1% 2% 1% 1% <1% 1% 1% 1% <1% <1% <1% 2% 1% 1%

Channel Preferences

CHANNEL PREFERENCES

Channel preference splits by player type: the general public prefers retail, while known players lean online.

Base: All Respondents - General Public (n=754), iPLAY Users (n=823), PlayON Members (n=746) D1. If you had to choose, which of the following would you personally prefer when it comes to buying lottery games?

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PREFERRED CHANNEL TO BUY LOTTERY GAMES

General Public vs. Known Players

9%

25% 31% 29%

53%

15% 27%

13%

53% 43%

General Public (Open to Lottery Play) iPLAY Users PlayON Members

In-store (at a retailer)

Online (via website or mobile app)

No preference – I’d use both

I don’t plan to buy lottery games

General Public who have played online in the past year (29%) are far more likely to prefer buying lottery games online.

CHANNEL PREFERENCES

Channel preferences reflect different player mindsets: in-store feels safer and more social, while online offers control and convenience.

The general public trusts retail experiences, while known players are drawn to the digital advantages of security, ease, and rewards.

*Sorted descending among General Public Base: Past Year Players - General Public (n=558), iPLAY Users (n=817), PlayON Members (n=745) D2. Please indicate how much you agree or disagree with the following statements about playing the lottery online versus in-store.

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ATTITUDES TOWARDS PLAYING LOTTERY ONLINE VS. IN-STORE

Among Past Year Players: General Public vs. Known Players

% Agree Strongly/Somewhat

66%

55% 53% 56%

71% 69%

53%

90% 86% 85% 83%

46% 39%

44%

81% 75%

79% 74%

53% 48% 47%

I never have to worry about misplacing my ticket when I play online

Playing online is more convenient for my lifestyle

Online play gives me better access to promotions and bonuses

Online play helps me track my activity more easily

I feel more in control when I play in-store

In-store play is more social or routine for me

I trust the outcomes of in-store games more than online games

General Public

CHANNEL PREFERENCES

Convenience and large jackpots drive online play across all player groups.

The general public is more motivated by trying new games, while known players are drawn to second chance opportunities.

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TRIGGERS TO PLAYING ONLINE VS. IN-STORE

Among Past Year Players: General Public vs. Known Players

45%

33%

27%

26%

18%

18%

1%

22%

51%

30%

27%

19%

25%

23%

4%

10%

44%

27%

22%

16%

33%

22%

4%

14%

When I don’t have time to visit a store

When it’s too hot/ cold or inconvenient to go out

When there’s a large jackpot

When I want to try a new game

When I want to enter a second-chance draw

When I’m reminded by an email or notification

Other

None of the above

General Public (Open to Lottery Play) iPLAY Users PlayON Members

*Sorted descending among General Public Base: Past Year Players - General Public (n=558), iPLAY Users (n=817), PlayON Members (n=745) D3. In which of the following situations are you more likely to play lottery games online rather than in-store?

CHANNEL PREFERENCES

Limited awareness of iPlay is one hurdle, but a strong attachment to routine and physical tickets presents a deeper challenge to shifting online play.

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BARRIERS TO PLAYING ONLINE VIA iPLAY Among Past Year Retailer Players, Not iLottery Players

*Sorted descending among General Public Base: Past Year Retailer Players - General Public (n=418), iPLAY Users (n=94), PlayON Members (n=207) D3. In which of the following situations are you more likely to play lottery games online rather than in-store?

General Public (Open to Lottery

Play) iPLAY Users PlayON

Members

I didn’t know iPLAY existed 27% - 2%

I like having a physical ticket 21% 29% 30%

I prefer the in-store experience 18% 18% 22%

I’m concerned about payment security online 14% 16% 18%

I don’t know how to get started with online play 10% 4% 4%

I like talking to a store clerk 9% 6% 7%

I don’t see a benefit to playing online 7% 9% 10%

I’m not comfortable with technology 7% 4% 6%

I had problems with the website or app 3% 6% 4%

Across all groups, a preference for physical tickets and the in-store experience remains strong.

iPLAY

AWARENESS OF PlayON LOYALTY PROGRAM HAVE PLAYED iPLAY GAMES ONLINE

RESEARCH

iPLAY

Awareness and usage of iPlay remain relatively low among the general public.

Base: All Respondents - General Public (n=754), iPLAY Users (n=823), PlayON Members (n=746) B4. In West Virginia, you can legally purchase lottery products online, including draw game tickets and eInstant games. To the best of your knowledge, what is the name of The West Virginia Lottery’s online platform?

B5. Before today, were you aware of the West Virginia Lottery’s iPLAY program that allows users to purchase lottery games online?

Base: Aware of iPLAY - General Public (n=289), iPLAY Users (n=823), PlayON Members (n=701) B6. Have you played West Virginia iPLAY lottery games online?

| 32 iPLAY BRAND AWARENESS AND USAGE General Public vs. Known Players

What is the name of

The West Virginia Lottery’s online platform?

Unaided Responses

PlayON

Members

General

Public (Open to Lottery Play)

38% Are aware of

West Virginia’s iPLAY program

12% Have played

West Virginia’s iPLAY lottery games online

94% Are aware of

West Virginia’s iPLAY program

75% Have played

West Virginia’s iPLAY lottery games online

General Public Can name iPLAY unaided

PlayON Members Can name iPLAY unaided

10%

49% iPLAY

Social channels fuel iPlay awareness for the general public, while known players engage through direct lottery platforms.

The website and app serve as key discovery points for PlayON and iPlay users.

*Sorted descending among General Public Base: Aware of iPLAY - General Public (n=289), iPLAY Users (n=823), PlayON Members (n=701) B8. How did you first learn about iPLAY, the West Virginia Lottery’s iLottery platform

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DISCOVERY CHANNELS OF THE iPLAY PLATFORM Among those Aware of iPLAY: General Public vs. Known Players

26%

22%

21%

21%

16%

15%

13%

12%

6%

5%

5%

4%

7%

Social media

Friends or family

West Virginia Lottery website

West Virginia Lottery mobile app

Television, radio, or newspaper advertisements

In-store signage or retailer staff

Digital advertising

Search engine like Google or Bing

Billboards

Promotion at sporting event or festival

Email or notification from the West Virginia Lottery

Signs or mentions at sporting events

I do not recall

11%

6%

40%

33%

6%

7%

7%

6%

2%

1%

10%

12%

6%

41%

35%

6%

8%

6%

4%

1%

1%

12%

WEST VIRGINIA LOTTERY

A&U RESEARCH

iPLAY

Base: Not Registered on iPLAY @ B2- General Public (n=659), iPLAY Users (n=51), PlayON Members (n=99) B7. How likely are you to try iPLAY, the West Virginia Lottery’s online play platform, in the next 6 months?

Base: Registered on iPLAY @ B2- General Public (n=95), iPLAY Users (n=772), PlayON Members (n=647) B9. How likely are you to continue using iPLAY in the next 6 months?

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LIKELIHOOD TO TRY USING iPLAY Among those Not Registered on iPLAY

LIKELIHOOD TO CONTINUE USING iPLAY Among those Registered on iPLAY

23% 12%

30% 36%

34% 29%

14% 22%

General Public (Open to Lottery Play)

PlayON Members

Somewhat likely

Very likely

Not very likely

Not at all likely

% Likely (NET) 48% 52%

12% 4% 4%

33%

26% 26%

53%

69% 69%

General Public (Open to Lottery

Play) iPLAY Users PlayON Members

Somewhat likely

Very likely

Not very likely

Not at all likely

% Likely (NET) 87% 95% 94%

PlayON members not using iPlay are more open to trying it than non-users in the general public.

While retention is generally strong, it’s weakest among general public iPlay users.

WEST VIRGINIA LOTTERY

A&U RESEARCH

iPLAY

Base: Registered on iPLAY @ B2- General Public (n=95), iPLAY Users (n=772), PlayON Members (n=647) B10. And overall, how satisfied are you with iPLAY?

Base: Registered on iPLAY @ B2- General Public (n=95), iPLAY Users (n=772), PlayON Members (n=647) B11. Please indicate your level of agreement with the following statements about playing lottery games online through iPLAY.

| 35

SATISFACTION WITH iPLAY Among those Registered on iPLAY

PERCEPTIONS OF PLAYING GAMES VIA iPLAY Among those Registered on iPLAY

% Strongly Agree

5% 3% 2% 8% 8% 8%

50% 40% 39%

38% 49% 51%

General Public (Open to Lottery

Play) iPLAY Users PlayON Members

Somewhat satisfied

Very satisfied

Not very satisfied

Not at all satisfied

% Satisfied (NET) 87% 89% 90% 58%

58%

52%

51%

48%

68%

64%

44%

50%

53%

70%

61%

47%

46%

54%

I am confident I can navigate the iPLAY platform without help

I find playing online more convenient than playing in store

I feel confident that my personal information is secure when playing online

I enjoy playing online more than in-store

I would recommend iPLAY to others

General Public (Open to Lottery Play) iPLAY Users PlayON Members iPlay earns strong satisfaction ratings, with users reporting ease of use and high confidence.

All groups value the convenience of the digital experience. Despite awareness issues, those who play iPLAY like it.

iPLAY Motivations

84%

86%

86%

81%

81%

75%

80%

80%

82%

WEST VIRGINIA LOTTERY A&U

RESEARCH

MOTIVATIONS AND BARRIERS

Across all groups, support for education and senior services motivates iPlay usage.

Convenience and the ability to play from home or on the go also drive engagement.

*Sorted descending among General Public Base: All Respondents - General Public (n=754), iPLAY Users (n=823), PlayON Members (n=746) G1. How motivating are each of the following for you to use (or consider using) iPLAY, the West Virginia Lottery’s iLottery platform?

| 37

MOTIVATORS FOR USING iPLAY General Public vs. Known Players

% Extremely/Somewhat Motivating

87%

94%

90%

90%

84%

78%

86%

85%

85% iPLAY USERS PlayON MembersGENERAL PUBLIC (Open to Lottery Play)

76%

70%

67%

67%

66%

65%

65%

63%

59%

I like that lottery revenue helps education and senior services in West Virginia

I can play from home or on the go

I trust the platform is safe and secure

It’s more convenient than visiting a store

I find the mobile app easy to use

I can set limits or manage my spending

I like having a digital record of purchases and wins

I can access exclusive online games

I receive promotions or reminders

MOTIVATIONS AND BARRIERS

Key Driver Analysis

What is Key Driver Analysis, and why use it?

Rather than relying on what people say motivates them, driver analysis identifies the underlying factors that actually influence attitudes and behaviors - such as satisfaction or likelihood to continue using iPLAY.

This method uses derived motivators (through using a Shapley value regression) to reveal the elements that truly matter, even if users aren’t consciously aware of them. It helps pinpoint where to focus strategy, by showing which features have the greatest impact on real engagement.

| 38

MOTIVATIONS AND BARRIERS

Among iPLAY users, satisfaction is driven most by promotional value, trust in the platform, and support for West Virginia programs.

Base: iPLAY Users (n=823) B10. And overall, how satisfied are you with iPLAY?

G1. How motivating are each of the following for you to use (or consider using) iPLAY, the West Virginia Lottery’s iLottery platform?

| 39

R e la ti v e I m p o rt a n c e

How to read the output:

Unlike most charts, the percentages shown here represent the relative importance of each factor in driving overall satisfaction with iPLAY.

For example, receiving promotions or reminders accounts for 17.8% of the reason why iPLAY users are satisfied with the iPLAY platform.

Among iPLAY Users

17.8

14.4

13.7

10.9

10.4

8.9

8.4

8.1

7.3

I receive promotions or reminders

I like that lottery revenue helps education and senior services in West Virginia

I trust the platform is safe and secure

I like having a digital record of purchases and wins

I find the mobile app easy to use

It's more convenient than visiting a store

I can play from home or on the go

I can set limits or manage my spending

I can access exclusive online games

Key Driver Analysis:

Which aspects of iPLAY most strongly influence overall satisfaction with the platform?

MOTIVATIONS AND BARRIERS

Among iPLAY users, continued usage is driven most by promotional reminders, on-the-go convenience, and the ability to track play activity.

Base: iPLAY Users (n=823) B9. How likely are you to continue using iPLAY in the next 6 months?

G1. How motivating are each of the following for you to use (or consider using) iPLAY, the West Virginia Lottery’s iLottery platform?

| 40

R e la ti v e I m p o rt a n c e

How to read the output:

Unlike most charts, the percentages shown here represent the relative importance of each factor in predicting whether iPLAY users will continue using the platform over the next 6 months.

For example, receiving promotions or reminders accounts for 21.0% of the reason why users say they’re likely to keep using iPLAY.

Among iPLAY Users

21.0

13.6

13.1

10.8

10.6

9.8

8.5

8.3

4.1

I receive promotions or reminders

I can play from home or on the go

I like having a digital record of purchases and wins

I can access exclusive online games

It's more convenient than visiting a store

I trust the platform is safe and secure

I can set limits or manage my spending

I find the mobile app easy to use

I like that lottery revenue helps education and senior services in West Virginia

Key Driver Analysis:

Which aspects of iPLAY most influence how likely iPLAY users are to continue using the platform over the next 6 months?

MOTIVATIONS AND BARRIERS

Exclusive content, ease of use, and promotional outreach are key to driving iPLAY trial among the general public.

Base: General Public (n=754), B7. How likely are you to try using iPLAY in the next 6 months?

G1. How motivating are each of the following for you to use (or consider using) iPLAY, the West Virginia Lottery’s iLottery platform?

| 41

R e la ti v e I m p o rt a n c e

How to read the output:

Unlike most charts, the percentages shown here represent the relative importance of each factor in predicting whether the general public will try iPLAY in the next six months.

For example, accessing exclusive online games accounts for 19.0% of the reason why the general public say they’re likely to try iPLAY.

Among General Public Open to Lottery Play

19.0

14.0

12.7

10.9

10.6

10.5

9.6

6.6

6.1

I can access exclusive online games

I receive promotions or reminders

I find the mobile app easy to use

I can play from home or on the go

I trust the platform is safe and secure

It's more convenient than visiting a store

I like having a digital record of purchases and wins

I like that lottery revenue helps education and senior services in West Virginia

I can set limits or manage my spending

Key Driver Analysis:

Which aspects of iPLAY most influence how likely the general public is to try iPLAY in the next six months?

The three key driver analyses reveal how motivations shift depending on where players are in their iPLAY journey.

Among current iPLAY users, satisfaction is driven by emotional value, such as receiving promotions, trusting the platform, and supporting

West Virginia programs. Continued usage depends more on practical benefits like mobile convenience, activity tracking, and timely reminders.

For those open to lottery play but not yet using iPLAY, the strongest motivators are access to exclusive games, ease of use, and promotional nudges.

These findings highlight the importance of tailoring messaging and experience to each stage - attracting new users with simplicity and unique content, and retaining them through utility and ongoing engagement.

KEY INSIGHTS

Recap: Key Driver Analysis of iPLAY Engagement iPLAY Barriers

36%

37%

33%

38%

24%

25%

25%

25%

16%

19%

17%

14%

WEST VIRGINIA LOTTERY A&U

RESEARCH

MOTIVATIONS AND BARRIERS

Security and trust concerns limit iPlay adoption more for the general public than known players.

Hesitation centers on data privacy, spending control, and skepticism toward digital game results.

*Sorted descending among General Public Base: All Respondents - General Public (n=754), iPLAY Users (n=823), PlayON Members (n=746) G2. To what extent would each of the following discourage you from using iPLAY, the West Virginia Lottery’s iLottery platform?

| 44

BARRIERS TO USING iPLAY General Public vs. Known Players

% Extremely/Somewhat Discouraging iPLAY USERS PlayON MembersGENERAL PUBLIC

(Open to Lottery Play)

52%

51%

49%

44%

36%

35%

32%

31%

30%

30%

29%

26%

I’m concerned about the security of online play

I don’t want to share personal or payment info online

I’m worried I’d spend too much if it’s too easy to …

I don’t trust the outcomes of digital games

The app is not on the app store

My preferred games aren’t available online

I prefer buying tickets in person

I find online registration or login too difficult

I’m just not interested

It’s too difficult to download the app

I don’t know how to use the mobile app or website

I wasn’t aware I could play online

35%

34%

33%

36%

23%

26%

20%

22%

15%

19%

17%

13%

I’m concerned about the security of online play

I don’t want to share personal or payment info online

I’m worried I’d spend too much if it’s too easy to access

I don’t trust the outcomes of digital games

The app is not on the app store

My preferred games aren’t available online

I prefer buying tickets in person

I find online registration or login too difficult

I’m just not interested

It’s too difficult to download the app

I don’t know how to use the mobile app or website

I wasn’t aware I could play online

MOTIVATIONS AND BARRIERS

Among iPLAY users, satisfaction is most at risk when trust in digital outcomes or platform security is lacking.

Base: iPLAY Users (n=823) B10. And overall, how satisfied are you with iPLAY?

G2. To what extent would each of the following discourage you from using iPLAY, the West Virginia Lottery’s iLottery platform?

| 45

R e la ti v e I m p o rt a n c e

How to read the output:

Unlike most charts, the percentages shown here represent the relative impact of each discouraging factor on overall satisfaction with iPLAY.

For example, lack of trust in the outcomes of digital games accounts for 53% of the dissatisfaction risk - meaning it has the strongest negative association with satisfaction among iPLAY users.

Among iPLAY Users

53.0

14.1

6.7

5.9

4.5

2.9

2.7

2.5

2.4

2.3

1.6

1.3

I don't trust the outcomes of digital games

I'm concerned about the security of online play

I find online registration or login too difficult

My preferred games aren't available online

I prefer buying tickets in person

The app is not on the app store

I don't want to share personal or payment info online

I'm just not interested

I wasn't aware I could play online

It's too difficult to download the app

I don't know how to use the mobile app or website

I'm worried I'd spend too much if it's too easy to access

Key Driver Analysis:

Which concerns or discouragements are most strongly associated with lower satisfaction among iPLAY users?

MOTIVATIONS AND BARRIERS

For current iPLAY users, trust in digital game outcomes and platform security are the biggest risks to continued usage.

Base: iPLAY Users (n=823) B9. How likely are you to continue using iPLAY in the next 6 months?

G2. To what extent would each of the following discourage you from using iPLAY, the West Virginia Lottery’s iLottery platform?

| 46

R e la ti v e I m p o rt a n c e

How to read the output:

Unlike most charts, the percentages shown here represent the relative impact of each discouragement on the likelihood that iPLAY users will continue using the platform over the next 6 months.

For example, distrust in the outcomes of digital games accounts for 44.5% of the risk that a user may stop using iPLAY, making it the most critical concern to address.

Among iPLAY Users

44.5

19.1

12.1

5.8

5.2

2.5

2.4

2.0

1.8

1.8

1.5

1.4

I don't trust the outcomes of digital games

I'm concerned about the security of online play

I'm just not interested

It's too difficult to download the app

I'm worried I'd spend too much if it's too easy to access

I don't want to share personal or payment info online

I prefer buying tickets in person

My preferred games aren't available online

I don't know how to use the mobile app or website

I wasn't aware I could play online

The app is not on the app store

I find online registration or login too difficult

Key Driver Analysis:

Which user concerns are most strongly associated with a lower likelihood of continuing to use iPLAY in the next 6 months?

MOTIVATIONS AND BARRIERS

Among the general public, reluctance to try iPLAY is driven most by disinterest, security concerns, and discomfort with digital transactions.

Base: General Public (n=754), B7. How likely are you to try using iPLAY in the next 6 months?

G2. To what extent would each of the following discourage you from using iPLAY, the West Virginia Lottery’s iLottery platform?

| 47

R e la ti v e I m p o rt a n c e

How to read the output:

Unlike most charts, the percentages shown here represent the relative impact of each concern on the likelihood that the general public will try iPLAY in the next six months.

For example, saying “I’m just not interested” accounts for 26.9% of the reason why someone may be unlikely to try iPLAY, making it one of the most significant barriers to conversion.

Among General Public Open to Lottery Play

26.9

22.2

12.8

11.0

9.4

4.8

4.4

2.8

1.8

1.8

1.3

0.8

I'm just not interested

I'm concerned about the security of online play

I'm worried I'd spend too much if it's too easy to access

I don't want to share personal or payment info online

I don't trust the outcomes of digital games

My preferred games aren't available online

I find online registration or login too difficult

It's too difficult to download the app

The app is not on the app store

I wasn't aware I could play online

I don't know how to use the mobile app or website

I prefer buying tickets in person

Key Driver Analysis:

Which concerns or hesitations most strongly influence how likely the general public is to try iPLAY in the next six months?

The three barrier-based key driver analyses reveal which concerns matter most at different points along the iPLAY journey.

Among current users, satisfaction and continued usage are most undermined by distrust in digital outcomes and security concerns, rather than technical issues or awareness gaps.

Among those open to lottery play but not yet using iPLAY, the biggest obstacles are lack of interest and hesitation around data privacy and platform security.

These findings show the importance of addressing emotional and perceptual barriers to unlock trial and retention. Building trust, reinforcing safety, and reframing digital play as easy and rewarding will be more effective than focusing solely on access or functionality.

KEY INSIGHTS

Recap:

Understanding Barriers to iPLAY Engagement

PlayON

PlayON remains less known than iPlay, though many iPlay users are already members.

AWARENSS OF PlayON LOYALTY PROGRAM PlayON MEMBERSHIP

WEST VIRGINIA LOTTERY A&U

RESEARCH

PlayON

Promoting the connection between platforms could strengthen loyalty and digital engagement.

Base: All Respondents - General Public (n=754), iPLAY Users (n=823), PlayON Members (n=746) E1.To the best of your knowledge, what is the name of The West Virginia Lottery’s loyalty rewards program, which allows players to earn points for lottery purchases and participate in promotions?

E2. Before today, were you aware of the West Virginia Lottery’s PlayON loyalty program?

Base: Aware of PlayON - General Public (n=111), iPLAY Users (n=675), PlayON Members (n=746) E3. Are you a member of the West Virginia Lottery’s PlayON loyalty program?

| 50

PlayON AWARENESS AND PARTICIPATION General Public vs. Known Players

What is the name of

The West Virginia Lottery’s loyalty rewards program?

Unaided Responses iPLAY

Users

General

Public (Open to Lottery Play)

14% Are aware of the PlayON loyalty program

8%

82% Are aware of the PlayON loyalty program

Are members of PlayON

68% Are members of PlayON

General Public Can name PlayON unaided iPLAY Users Can name PlayON unaided

3%

20%

PlayON

West Virginia Lottery’s mobile app and website are the leading sources of PlayON discovery across audiences.

*Sorted descending among General Public Base: Aware of PlayON - General Public (n=111), iPLAY Users (n=675), PlayON Members (n=746) E4. How did you first hear about West Virginia Lottery’s PlayON loyalty program?

| 51

DISCOVERY CHANNELS OF THE PlayON LOYALTY PROGRAM Among those Aware of PlayON: General Public vs. Known Players

34%

32%

17%

16%

16%

10%

8%

4%

13%

WEST VIRGINIA Lottery mobile app

WEST VIRGINIA Lottery website

Email or notification from the WEST VIRGINIA Lottery

Retail store signage or staff

Social media

Friends or family

TV, radio, or newspaper ads

Promotion at sporting event or festival

I don’t recall

46%

39%

13%

4%

5%

3%

2%

2%

9%

46%

38%

13%

8%

6%

4%

3%

2%

6%

PlayON

PlayON engagement is steady across player groups, with consistent use of core features.

Most users check point balances, track activity, enter draw game tickets, and participate in second chance drawings.

*Sorted descending among General Public *Caution Small base size n<100 Base: PlayON Members - General Public (n=62), iPLAY Users (n=559), PlayON Members (n=746) E5. Which of the following activities, if any, have you engaged in through the PlayON loyalty program in the past 12 months?

| 52

PlayON ENGAGEMENT IN THE PAST 12 MONTHS Among PlayON Members: General Public vs. Known Players

62%

58%

58%

56%

44%

34%

31%

1%

Checked point balances or activity history

Entered draw game tickets to earn points

Entered second-chance drawings

Entered scratch-off tickets to earn points

Participated in promotional offers or events

Redeemed points for merchandise or gift cards

Submitted promo codes for special offers

None of the above

60%

58%

62%

44%

53%

16%

42%

3%

56%

56%

61%

44%

47%

13%

40%

3% iPLAY USERS PlayON MembersGENERAL PUBLIC*

PlayON

Once players join, PlayON delivers clear value - strong future intent points to a conversion, not retention, challenge.

*Caution: Small base size n<100 Base: PlayON Members - General Public (n=62), iPLAY Users (n=559), PlayON Members (n=746) E6. How likely are you to actively engage with PlayON in the next 6 months?

| 53

LIKELIHOOD TO ENGAGE WITH PlayON IN THE NEXT 6 MONTHS Among PlayON Members: General Public vs. Known Players

1% 3% 3%

28% 22% 23%

70% 76% 73%

General Public (Open to Lottery Play)* iPLAY Users PlayON Members

Somewhat likely

Very likely

Not very likely

% Likely (NET) 99% 97% 96%

PlayON

PlayON membership drives increased lottery play for half of its members, regardless of player type.

*Caution: Small base size n<100 Base: PlayON Members - General Public (n=62), iPLAY Users (n=559), PlayON Members (n=746) E8. Has the PlayON loyalty program influenced how often you play West Virginia Lottery games?

| 54

IMPACT OF THE PlayON LOYALTY PROGRAM ON PLAY FREQUENCY Among PlayON Members: General Public vs. Known Players

3%

41% 45% 50%

25% 23% 21%

32% 30% 25%

General Public (Open to Lottery Play)* iPLAY Users PlayON Members

Yes – but only for specific promotions

Yes – I play more often now

No – it hasn’t changed how much I play

% Yes (NET) 56% 55% 46%

No – I haven’t used the program enough to know

PlayON

PlayON appeals more broadly to known players, while the general public is driven by tangible rewards.

Merchandise, gift cards, and earning points from ticket purchases are key motivators for the general public.

*Sorted descending among General Public Base: All Respondents - General Public (n=754), iPLAY Users (n=823), PlayON Members (n=746) E7. How motivating are each of the following for you to use (or consider using) the West Virginia Lottery’s PlayON loyalty program?

| 55

MOTIVATORS FOR USING THE PlayON LOYALTY PROGRAM General Public vs. Known Players

% Extremely/Somewhat Motivating

71% 70% 69% 66% 66% 66% 65%

45%

84% 90%

85% 89% 90% 92%

82%

71%

87% 93%

87% 89% 93% 92%

84%

72%

Redeeming points for merchandise or gift cards

Earning points from ticket purchases

Feeling rewarded for my regular play

Easy-to-use online interface

Access to second-chance draws

Special offers or member-exclusive promotions

Seeing my progress or points history

Receiving emails or notifications

General Public

PlayON

Promotions, reminders, and ease of use are the strongest drivers of PlayON's influence on lottery play frequency.

Base: PlayON Members (n=746) E7. How motivating are each of the following for you to use (or consider using) the West Virginia Lottery’s PlayON loyalty program?

E8. Has the PlayON loyalty program influenced how often you play West Virginia Lottery games?

| 56

R e la ti v e I m p o rt a n c e

How to read the output:

Unlike most charts, the percentages shown here represent the relative importance of each factor in influencing how much

PlayON affects how often users play lottery games.

For example, receiving emails or notifications accounts for 27.3% of the influence - meaning it plays the biggest role in encouraging more frequent play among

PlayON users.

Among PlayON Members

27.3

20.0

14.8

9.9

7.7

7.5

6.7

6.1

Receiving emails or notifications

Special offers or member-exclusive promotions

Easy-to-use online interface

Feeling rewarded for my regular play

Earning points from ticket purchases

Seeing my progress or points history

Access to second-chance draws

Redeeming points for merchandise or gift cards

Key Driver Analysis:

Which aspects of the PlayON experience most strongly influence how much users say it impacts their frequency of lottery play?

PlayON

Ease of use and progress tracking are important to sustaining PlayON engagement.

| 57

R e la ti v e I m p o rt a n c e

How to read the output:

Unlike most charts, the percentages shown here represent the relative importance of each factor in predicting how likely current

PlayON members are to stay actively engaged over the next 6 months.

For example, having an easy-to-use online interface accounts for 18.2% of the reason why members say they’re likely to keep engaging with PlayON.

Among iPLAY Users

18.2

17.7

13.8

12.7

12.5

11.3

9.7

4.1

Easy-to-use online interface

Seeing my progress or points history

Access to second-chance draws

Receiving emails or notifications

Feeling rewarded for my regular play

Special offers or member-exclusive promotions

Earning points from ticket purchases

Redeeming points for merchandise or gift cards

Key Driver Analysis:

Which aspects of the PlayON experience most strongly influence how likely current members are to stay actively engaged over the next 6 months?

Base: PlayON Members (n=746) E7. How motivating are each of the following for you to use (or consider using) the West Virginia Lottery’s PlayON loyalty program?

E6. How likely are you to actively engage with PlayON in the next 6 months?

Digital Experience

DIGITAL EXPERIENCE

The West Virginia Lottery mobile app sees stronger adoption and deeper use among known players.

General public users focus on ticket scanning, while known players engage with loyalty, promotions, and results.

Base: All Respondents - General Public (n=754), iPLAY Users (n=823), PlayON Members (n=746) F1. Have you ever used the official West Virginia Lottery mobile app?

Base: Users of the WV Lottery mobile app - General Public (n=161), iPLAY Users (n=721), PlayON Members (n=651) F2. Approximately how often do you typically use the West Virginia Lottery mobile app for the following purposes?

F4. Which of the following best describes the main device you use to access the official West Virginia Lottery mobile app?

| 59

WEST VIRGINIA LOTTERY APP USAGE

General Public vs. Known Players

22%

Have used the

West Virginia Lottery mobile app

Use a lottery app once a month or more often to…

62%

61%

54%

49%

44%

43%

55%

74%

69%

67%

56%

67%

67%

79%

76%

76%

70%

61%

Scanning tickets

Checking winning numbers or draw results

Browsing promotions or offers

Checking loyalty points or rewards

Entering tickets into PlayON rewards program

Purchasing iLottery games

88%

87%

55%

Are aware of the

West Virginia Lottery mobile app

98%

99% iPLAY

Users

PlayON

Members

General

Public (Open to Lottery Play)

PRIMARY MOBILE DEVICE USED

Among those who have used the mobile app

60%40%

49%51%

44%55%

*Sorted descending among General Public

DIGITAL EXPERIENCE

Users view the West Virginia Lottery mobile app positively, citing ease, security, and convenience.

While overall satisfaction is high, there is still opportunity for added features and functionality.

*Sorted descending among General Public Base: Users of the WV Lottery mobile app - General Public (n=161), iPLAY Users (n=721), PlayON Members (n=651) F3. Please indicate your level of agreement with the following statements about the West Virginia Lottery mobile app.

| 60

WEST VIRGINIA LOTTERY MOBILE APP PERCEPTIONS

Among WV Mobile App Users: General Public vs. Known Players

% Agree Strongly/Somewhat

88% 87% 86% 86% 86%

77%

90% 89% 93% 92% 89%

82%

90% 89% 93% 92% 89%

81%

I can quickly find the features I need

The app is easy to navigate

I feel secure using the app

The app makes it easy to play or manage tickets

The app loads reliably and performs well

The app could benefit from more features or improvements

General Public

DIGITAL EXPERIENCE

App improvements may not drive significant new usage, but users still see value in specific upgrades.

Top priorities include easier login, a faster ticket scanner, and access to exclusive app-only promotions.

*Sorted descending among General Public Base: All Respondents - General Public (n=754), iPLAY Users (n=823), PlayON Members (n=746) F5. Which of the following features would make you more likely to use - or consider using - the West Virginia Lottery mobile app?

| 61

IMPROVEMENTS TO WEST VIRGINIA LOTTERY APP TO INCREASE USAGE

General Public vs. Known Players

37%

34%

30%

21%

25%

20%

22%

14%

16%

1%

33%

Easy login process

A fast and reliable ticket scanner

Exclusive app-only promotions

Biometric sign-in

Real-time jackpot notifications

Integration with PlayON rewards

More detailed game information or results

A personalized home screen

In-app tutorials or onboarding help

Other

I would not use the app more, regardless of features

36%

31%

36%

32%

31%

27%

22%

16%

9%

5%

15%

38%

35%

37%

32%

29%

29%

22%

15%

8%

4%

16%

Key Insights

Online Lottery Play in West Virginia:

While most West Virginians have a general sense of what is permitted online, known players are significantly more aware that it is legal to purchase lottery tickets and play eInstant games digitally. This awareness gap reflects broader differences in engagement patterns across player groups.

iPlay users are the most active in online play, with PlayON members also favoring digital channels. In contrast, the general public tends to engage primarily through retail, most often playing scratch-offs and Powerball. Although participation is lower in this group, three out of four report having played at least one lottery game in the past year.

Brand awareness is a critical area for growth. iPlay remains relatively unfamiliar to the general public, whereas platforms like DraftKings and BetMGM are far more widely recognized and actively used. Expanding awareness of iPlay through trusted retail touchpoints and familiar brands may help bridge the gap for players who are less digitally inclined, while still supporting broader online adoption.

KEY INSIGHTS

What does this mean for the West Virginia Lottery?

Lottery Channel Preferences Reflect Trust, Habits, and Motivators:

Channel preferences vary significantly by player type. The general public prefers retail play, citing stronger trust in outcomes, a sense of routine, and the social nature of the in-store experience. Known players, on the other hand, favor online play for its convenience, ease of tracking, and the assurance that tickets cannot be lost. They also value better access to promotions and bonuses.

Motivators for online play show some overlap across groups. Convenience and large jackpots are compelling for most players. However, motivations diverge when it comes to specific triggers. The general public is more likely to play online when trying a new game, while known players are driven by opportunities like second chance draws.

Despite these advantages, barriers remain. Awareness of iPlay is low among the general public, and many are unsure how to begin playing online. A strong preference for physical tickets and in-store experiences persists across all player groups, reinforcing the importance of retail as both a default channel and a trusted touchpoint.

KEY INSIGHTS

What does this mean for the West Virginia Lottery?

iPlay: Awareness, Adoption, and Opportunities for Growth:

Awareness and usage of iPlay remain relatively low among the general public, but are understandably much higher among PlayON members. Discovery pathways differ by audience: the general public tends to learn about iPlay through social channels like friends, family, or social media, while known players are more likely to discover it through the West Virginia Lottery website or mobile app.

Satisfaction with iPlay is strong overall, with users across all groups expressing confidence in navigating the platform and valuing its convenience. However, retention is lowest among general public users, suggesting a need for better onboarding and engagement strategies. Notably, PlayON members who have not yet used iPlay are more likely than the general public to say they would try it, pointing to a receptive segment for targeted outreach through official lottery channels.

KEY INSIGHTS

What does this mean for the West Virginia Lottery?

iPlay: Motivations and Barriers

Motivations and barriers shift depending on where users are in their iPLAY journey.

Current users are satisfied by emotional benefits like promotions and trust, while continued use depends on convenience, reminders, and activity tracking.

Among non-users open to lottery play, the strongest motivators are exclusive games, ease of use, and promotional nudges. Barriers differ too: current users are discouraged by distrust in digital outcomes and security, while non-users are held back by low interest and also privacy concerns.

These findings show the importance of building trust and highlighting simplicity and value at every stage.

KEY INSIGHTS

What does this mean for the West Virginia Lottery?

Maximizing PlayON:

PlayON remains less widely known than iPlay, though many iPlay users are already members. This overlap highlights an opportunity to more clearly connect the two platforms and strengthen digital engagement through integrated messaging.

Discovery of PlayON occurs mainly through the West Virginia Lottery website and mobile app, suggesting centralized communications are effectively reaching interested users.

Engagement over the past year has been steady across player groups, with most using the program to check point balances, track activity, enter draw game tickets, and participate in second chance drawings. Driver analysis shows that members are more likely to engage with PlayON when they experience timely emails or notifications, receive exclusive offers, and enjoy a seamless online interface. Similarly, continued engagement is driven by features that offer visibility into point history, second-chance access, and feeling rewarded for regular play.

The general public is most compelled to continue with PlayON via tangible benefits such as redeeming points for merchandise or gift cards and feeling rewarded for ongoing participation. Notably, half of PlayON members say the program increases their lottery play, reinforcing its value as a sustained engagement driver - and underscoring the potential to deepen impact by emphasizing timely, visible, and rewarding interactions.

KEY INSIGHTS

What does this mean for the West Virginia Lottery?

West Virginia Lottery’s Digital Experience: Strong Foundation with

Opportunities to Refine

Public awareness and usage of the West Virginia Lottery mobile app is much higher among known players than the general public. When used by the general public, the app is primarily a tool for scanning tickets. In contrast, known users engage more deeply, using it to check winning numbers, track loyalty points, and browse promotions.

Perceptions of the app are broadly positive across audiences.