AZL reports record sales despite COVID presence

Having been deemed an ‘essential’ service alongside other state lotteries across the US throughout the COVID-19 period, the Arizona Lottery (AZL) has now reported a record $1.09bn in sales in its fiscal year 2020.

While other operators have seen losses due to the global presence of COVID-19, executives at the Arizona lottery have attributed the strong financial results to a marketing decision made early in the pandemic that saw the lottery focus more heavily on its community give-back programs.

Chris Rogers, deputy director of marketing and products, Arizona Lottery, said: “Giving back to communities that support our mission has been a long standing brand promise for lotteries across the country – whether that means supporting education, environmental conservation or health and human services.” 

OH Partners identified the ‘give back’ messaging as a theme that was predicted to resonate particularly among younger audiences.

Chelsea Smeland, account supervisor at AZL’s agency OH Partners, stated: “We were uniquely positioned to activate this strategy earlier than planned as it became more important to our community and consumers during the pandemic.”

“We have a fantastic, incredibly loyal core player base, but in future planning, we envisioned developing relevant and emotional connections as a means to grow and retain brand enthusiasts. Not only were people craving an uplifting message and a sense of community, but we knew other entertainment options would be limited due to social distancing restrictions.”

The giving back campaign helped AZL register its highest performing sales weeks between May and June, while also experiencing its highest performing July in the lottery’s 39-year history – registering a gain of over 48% in four weeks despite suffering a 30% sales decrease in April. 

Rogers added: “Lotteries are uniquely positioned to highlight the positive impact of their beneficiaries, and audiences are ready for encouraging messages. Start today. This is a great opportunity to showcase the wonderful work you do in your communities. Don’t be afraid to spend money. In fact, increase your media allocations in areas that make sense for your audiences and business.”