Case Study: Michigan Lottery
Media Optimization
Accelerated acquisition of new players and increased player lifetime value.
A growing state digital lottery team looked to Ovative Group to accelerate acquisition of new players and increase player lifetime value with the ultimate objective to increase revenue to the state’s school aid fund.
Our Approach

In collaboration with the lottery teams we worked to identify player types and customized goals and strategies based on the game type, corresponding player habits and value.

Success has been driven by:

  • Program strategy centered around the target customer
  • A relentless approach channel optimization across paid social, paid search, and programmatic display (video, native, and banners)
  • Continual testing of new creative formats, ad units and emerging media
  • Optimization of personalized and dynamic landing pages