Case Study: Northstar New Jersey Lottery achieves 36% above-target sales with Vision Critical

How Northstar NJ Lottery launched a new product 36 percent over sales target in 10 months

Northstar New Jersey Lottery needed to refresh its image and attract younger players, since internal research showed Millennials viewed the lottery as old-fashioned and only a small share of them were buying tickets. To get feedback beyond its core audience, it partnered with Vision Critical and launched the Game Changers insight community.

Vision Critical’s Game Changers community gave Northstar New Jersey Lottery instant input from 6,000 customers to test ideas, refine marketing, and validate new games before launch. Using this approach for Fast Play, the lottery saw 94% approval from Millennials, and the game beat its sales target by 36% in the first 10 months.

Northstar New Jersey Lottery

Lori Harris

Director