Sales at many state lotteries declined in 2008 and 2009, as consumers around the nation reduced discretionary spending in order to mitigate the impact of the recession. However, at a national level, sales increased significantly in 2010 and 2011 despite the fact the economy remained weak during this period. One key to this success has been that many lotteries have launched innovative marketing and product development. There is clearly potential for growth in most states, yet it is also evident that some will need to implement changes in order to maximize revenue. To provide information and insight that can be used to help drive growth, this report addresses the following questions:

Sales at many state lotteries declined in 2008 and 2009, as consumers around the nation reduced discretionary spending in order to mitigate the impact of the recession. However, at a national level, sales increased significantly in 2010 and 2011 despite the fact the economy remained weak during this period. One key to this success has been that many lotteries have launched innovative marketing and product development. There is clearly potential for growth in most states, yet it is also evident that some will need to implement changes in order to maximize revenue. To provide information and insight that can be used to help drive growth, this report addresses the following questions:

How have state lottery sales fluctuated in recent years and which games have made the greatest contribution to growth?

What types of product and marketing innovations appear to be driving growth?

How are the most successful states marketing their lotteries?

Which consumer segments tend to spend the most on various lottery products?

What are some of the key consumer attitudes in relation to lotteries and how can states leverage these to drive growth?