Virginia, New Hampshire Lotteries Utilizing Omnichannel Rewards Programs

The lottery industry is learning a few things from other forms of gambling.

One area that select states are tapping into is rewards programs.

Picking up from online casinos that have established loyalty memberships that reward players on an omnichannel front, something similar is becoming more common in the lottery landscape.

Both the Virginia Lottery and New Hampshire Lottery are utilizing their mobile lottery apps for a rewards program. Each combines retail purchases with an online membership.

Should they drive business to both channels, it’s likely to lead to more of these programs in other states.

Virginia Lottery Rewards promotes online and retail play

The Virginia Lottery Rewards program is one that crosses the online and retail industries.

Virginia has made its program pretty easy to utilize. Earning points comes through playing the Virginia online lottery or in-state retail games, and then scanning the tickets on your app.

Players receive one point for every $1 spent on online games, along with five points for every $1 used on lottery draw games and retail options.

You can also add to your point total with milestone events, such as your birthday or an anniversary from when you became a member.

Points can be accumulated to redeem free games. That also applies to iLottery or retail. For online rewards, you can receive free plays on games. If you’re going retail with your rewards, you will be given a lottery vending machine credit or coupon via email to cash in.

Rewards points don’t just have to apply to games, however. They can also be redeemed for entries into monthly drawings put on by the Virginia Lottery.

New Hampshire My603 Rewards pushes retail players to mobile lottery app

The New Hampshire Lottery has established its My603 Rewards program through its mobile app.

This one is a bit different from Virginia, as it is an online program through the app that utilizes retail purchases to build rewards.

Members earn their points by scanning their retail ticket purchases. Using the ticket checker option in the mobile app, players can scan scratch tickets, lottery draw games, and Keno 603.

As players accrue points, they can redeem them for entries into different drawings or for lottery cash and coupons.

The rewards program is limited to just retail games at this time. However, the door is open for expansion, including New Hampshire online lottery games in the future.


Photo by vectorfusionart via Shutterstock
Graphics from the Virginia Lottery and New Hampshire Lottery

About the Author

Drew Ellis

Drew Ellis

Lead Writer
A member of Catena Media since 2020, Drew Ellis is the Lead Writer at PlayiLottery, where he handles coverage of the online and retail lottery industry in the US. He previously spearheaded news content at PlayMichigan, where he covered one of the most prominent online lottery industries in the US — among the many other aspects of Michigan's sprawling iGaming market. You can email him at [email protected].
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