Illinois Kicks Off Online Lotto Sales to Draw Younger Players

Twenty-one other states considering new purchase model

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On the heels of last week’s Mega Millions fever, Illinois became the first state to allow players to buy lottery tickets online. The state is using this new opportunity to lure a larger number of younger players to invest smaller amounts, rather than rely on its base of older, habitual enthusiasts. An additional 21 states, including New York, are considering this pilot and are watching the level of interest.

Omnicom’s OMD unit is handling the search and social media campaign which will target 21-to-34-year-old early tech adopters.

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