Public Gaming Magazine May/June 2016

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May/June 2016 // PUBLIC GAMING INTERNATIONAL // 51
online keno and it drove the majority of growth within the
retail keno category.
The first year has not been a fluke. At the midpoint of the
second year, iLottery has experienced explosive growth and re-
tail sales are yet again on pace to set all-time record highs. The
multi-state and in-state jackpot games launched online in Feb-
ruary and were followed by the first mass media awareness cam-
paign to promote iLottery. The results were spectacular, with
iLottery sales surpassing $1 million per day (81 cents weekly
per capita) and gross gaming profits reaching nearly $4 million
during the month of February.
Performance has been tracking in line with the long-range goal
of delivering $480 million in incremental profits from iLottery
during the first eight years of operation. If Michigan stays the
course, the iLottery program is projected to deliver roughly $120
million in supplemental profits during fiscal year 2021. Retailers
are also expected to play an increased role in driving online sales
and they stand to benefit from this new market as well.
The Michigan Lottery’s success story should be a page in the
book of every lottery looking to convince its stakeholders of the
value, certainty and complementary nature of this new sales
channel. Multi-channel growth has been observed across the
globe where iLottery is present and the industry is finally obtain-
ing domestic evidence as well. Perhaps not too far ahead, as the
trends continue to take shape, iLottery will be viewed universally
as one of the safest bets to achieve incremental growth. ■
Michigan Lottery—iLottery Profits by Month (through February 2016)
Monthly Gaming Profits
(Sales Less Prizes & Promos)
Michigan Lottery—Projected iLottery Profits (8 Years)
Annual Gaming Profits
(Sales Less Prizes & Promos)
iLottery has experienced
explosive growth and retail sales
are yet again on pace
to set all-time record highs.
The iLottery program
is projected to deliver roughly
$120 million in incremental profits
during fiscal year 2021.
About Danny Bogus and the Digital Gaming Group: In 2014,
Danny Bogus led the startup of the Michigan Lottery’s digital programs
as the Deputy Commissioner of Gaming Operations. Danny’s orchestra-
tion of the iLottery startup set Michigan on a path to realize more than
$480 million in incremental profits over a projected 8 year span. He
reshaped the face of the organization by building the digital division
into a 19 person operation over a seven year time span.
Prior to that, Danny led the startup of Michigan’s mobile apps, web-
site, mobile site, loyalty programs, payment programs, analytics plat-
forms, second chance games and Keno To Go program. Danny was also
the primary architect and author of all major procurement initiatives
during this course of time as well, helping to select suppliers that could
form a successful partnership.
Danny has been a noted speaker at many industry conferences and
was a recipient of the 2015 NASPL Powers Award in recognition for
significant contributions made through exceptional job performance. In
2016, he founded the Digital Gaming Group to help the lottery indus-
try with key modernization projects ranging from iLottery startups, to
loyalty programs and cashless acceptance programs at retail.