A new way to play
Humans play games to create excitement, to make choices, to compete. Game designers often refer to “the magic circle,” a real or virtual space where unique rules apply yet anything can happen.
In early 2021, VA Lottery challenged TELUS Digital to extend their omnichannel approach to mobile gaming. How can we provide digital tools to activate a new generation of players and support the traditional retail experience?
With all VA Lottery profits benefiting K-12 education, a great digital experience could generate increased revenues for schools across the Commonwealth.
As always, TELUS Digital was game for the challenge.
Week one outcomes
- 102Kplayers used the app in the first week after launch, nearly 24% of all Lottery players
- 7xhigher user retention on app vs. web (% of new users who return five days after their first visit)
- $5M+total first-week sales generated from the app
Designing a consumer-competitive user experience
While the app enhanced existing omnichannel infrastructure, including a retail locator and digital playslip scanner, taking a mobile-first approach meant exceeding consumer expectations for digital gameplay. “There’s a wholly new market for mobile gaming,” said TELUS Digital Design Director Alex McNeal. “The team created a dynamic, visually-exciting user experience that rivals top-ranking entertainment/gaming apps in the marketplace.”
How VA Lottery works for education
Our primary goal was to build a bespoke, best-in-class mobile experience that could support VA Lottery’s overall omnichannel strategy—allowing players to choose how, when and where they want to play. We incorporated best practices in terms of navigation and user experience, but we also ensured VA Lottery could manage content and leverage the creative assets they receive from iLottery game creators.Tucker LegardEngineering Director, TELUS DigitalIterating and evolving across multiple versions and releases
Alongside our client team, TELUS Digital implemented an Agile process, planning out seven distinct releases for iOS and Android. This frequent release cadence allows for more robust and automated testing, while gathering analytics and iterating on user data after the initial launch.
Working with partners to navigate complexity
VA Lottery asked TELUS Digital to act as owner/operator of the digital product, integrating the tech stacks and legal frameworks of key lottery partners to ensure integrity, security and accuracy. This included collaborating with partners responsible for retail games including scratchers as well as those developing digital online games. Gaming apps are closely reviewed through Google and Apple app store policy, so TELUS Digital will manage each new mobile release as it undergoes comprehensive scrutiny.
TELUS Digital’s expertise and partnership are helping us achieve our goals of giving players a best-in-class mobile experience while supporting our overall omnichannel approach. This app enables us to reach a broader player base, helps with our acquisition efforts, and will maximize our return to K-12 education in Virginia.Rob WesleyDeputy Executive Director of Lottery, VA LotteryExtending responsible gaming to a digital platform
In creating a top-flight customer experience, it was critically important to help players engage responsibly with the lottery. Strong responsible-gaming controls on VA Lottery’s online platform were extended to the mobile experience, including resources, FAQs, a Voluntary Exclusion Program, and the ability for users to set deposit and bet limits.
You’ve helped us execute a complex vision and grow our revenues, but I also love TELUS Digital’s culture. You do honest work and the integrity you have is priceless.Courtland BlufordDigital Product Owner, VA Lottery
