Key Takeaways:
- The New York Lottery partners with MRM to modernize its mobile app and attract younger, digital-first players.
- New features include personalized notifications, a ticket scanner, and a retailer locator to enhance user experience.
- The redesigned app aims to bridge the gap between traditional lottery play and mobile gaming habits.
Winning just got easier with the New York Lottery’s sleek new app.
NYL just launched a redesigned mobile app in collaboration with relationship marketing agency MRM, offering a fresh and engaging experience for both longtime players and a younger audience.
With lottery participation among Gen Z declining due to the rise of sports betting and mobile gaming, NYL sought to modernize its digital experience while still catering to its core audience.
The revamped app introduces a streamlined and interactive interface, taking inspiration from mobile games to create a more immersive experience.
It also includes new features designed to make lottery play more accessible and engaging, from ticket scanning to personalized alerts.
An all-new app experience is here! Now you can check winning numbers from anywhere, scan tickets instantly, and get the latest on your favorite games. Don’t just imagine the possibilities. Download today: https://t.co/w2B2BqQx9r#NewYorkLottery#PleasePlayResponsiblypic.twitter.com/PG4c0QlW7u
— New York Lottery (@newyorklottery) February 25, 2025
In a statement exclusive to DesignRush, MRM EVP and Executive Account Director Tina Braun emphasized the importance of reimagining the lottery experience for today's audience.
"This project makes a great case for leaning into strong, strategy-backed CX expertise as a secret superpower. We needed to deliver fun in a world where there are more forces than ever competing with state lottery systems."
"We were lucky enough to have the rare opportunity to surprise and delight audiences both young and mature with one seamless experience."
Double check those tickets! The 3/26 Powerball drawing had a $1,000,000 second prize winning ticket sold in Hampton Bays, NY. #newyorklottery#pleaseplayresponsiblypic.twitter.com/nmdQWJUhoW
— New York Lottery (@newyorklottery) March 31, 2025
MRM SVP and Executive Strategy Director Kyle Boots also spoke to DesignRush about how a data-driven approach and modern design helped the agency capture the attention of a new generation of New Yorkers.
"This relaunch marks an exciting new chapter as part of our ongoing effort to help our New York Lottery client deepen relationships with an increasingly diverse player base."
A sleek app update isn't just about convenience — it's a digital marketing power move.
With personalization, gamification, and mobile-first design, NYL keeps players engaged and coming back for more.
A Digital-First Approach to Lottery Play
At the core of the redesign is a focus on convenience and user engagement.
The new NYL app features:
- Personalized Notifications: Users receive real-time updates on jackpot sizes, drawings, and promotions.
- Instant Ticket Scanning: A quick-scan feature allows players to check results instantly.
- Retailer Locator: A real-time, location-based tool helps users find nearby lottery retailers.
- Game Education Hub: A learning section offers insights into different games and strategies.
Features like these enhance engagement by delivering immediate value, while interactive learning tools create a more informed and invested user base.
To attract younger, digital-first consumers, app design should prioritize speed, personalization, and seamless navigation.
Meanwhile, earlier this month, BetMGM and Highdive launched the betting platform's first-ever online casino commercial starring Jamie Foxx.
