July 15, 2008
DELAWARE LOTTERY READIES FOR CHANGING RETAIL
State agency will utilize experience, partnerships, and broad support
to achieve its mission
Dover, DE -- With more than 500 licensed retail outlets, Video
Lottery agents thriving at the States three licensed horseracing
facilities, and a 33-year history of responsible revenue growth, the Delaware
Lottery is preparing to extend its successful track record into the near
future. While a significant effort is being made to keep Delaware competitive
in the face of increased gaming in neighboring states, Lottery Officials
aim to protect and grow the agencys longest running form of revenue
generation: Instant and Online ticket games.
With continual changes in consumer behavior and retailing technology,
the Lottery anticipates the future success of its ticket games (sometimes
referred to as Traditional Lottery) will rely more on retail establishments
beyond the corner store or pay-at-the-pump gas station. New retailing
business clusters have emerged and several areas of Delaware have experienced
significant population booms. With new roads, housing developments, and
retail clusters springing up throughout the state, the Lottery is pleased
to work with many companies new to Delaware, as well as other new types
We are very proud of the extensive and diverse retailer network
the Lottery has established during the past three decades, said
Wayne Lemons, Delaware Lottery Director. Our unique retailer relationship
is a win for both parties and truly benefits all state residents. Strengthening
existing business community ties and forging new ones will help the Lottery
continue to deliver on its mission, and help local merchants continue
to earn profits.
Lottery officials give credit to this network of licensed retailers as
the lifeblood of the Traditional Lottery system, which continues to grow
in step with the States population and increased consumer demand.
In Delaware, the licensed lottery retailer network has become more diverse
and has grown by more than 15 percent since 2003. The Office estimates
that it may operate with nearly 600 licensed retailers by the end of 2009.
For each newly issued license, a detailed evaluation and stringent application
process is required. The process assists Lottery officials in determining
if applicant locations will be stable, profitable, and financially secure.
All Lottery license applicants undergo criminal history background checks
and evaluations of their financial condition to make sure the State is
gaining a partner that will manage lottery games and revenues honestly
and with integrity. Brian Peters, the Lotterys Assistant Director
for Traditional ticket games, says every step of the licensing process
The background of owners; the type of business and products sold;
store traffic; location in the community, and A.D.A. accessibility compliance
are all factored in to the decision process to make sure our retailers
will serve the needs of the lottery-playing public and the State,
said Peters. We are very fortunate here in Delaware to have a retail
business community willing to make the commitment to our standards, especially
those business owners who have improved access to their stores to accommodate
customers with disabilities.
The Lottery initiated its A.D.A.-based Retailer Accessibility Process
in 1998, and the program has become a model for other state lotteries
across the country. The ongoing Process is expected to remain an important
focus of the Office as it evaluates applications from the evolving retail
sector of the Delaware business community.
Lottery games generate revenue for licensed retailers through a commissions-based
system and a variety of bonus and incentive programs. In addition, Lottery
retailers typically enjoy increased sales of other non-lottery products
from Lottery players who visit the outlet to buy tickets. To drive consumer
traffic to licensed locations, the Lottery conducts significant radio,
television, print, and outdoor advertising programs designed to increase
awareness throughout the state, regionally, and globally through its official
Website at delottery.com. Media and communications segments of the Delaware
business community benefit from these activities, as well.
Once a retail store becomes officially licensed, the Lottery takes an
active role to support the efforts of the business. To ensure retailers
can properly accommodate traffic increases, the Lottery provides free
training, marketing and promotional materials, and suggests promotional
activities designed to draw new customers to stores. By doing so, the
agency fortifies its commitment to its relationship with the licensed
Since the start of operations in 1975, the Delaware Lottery has contributed
more than $2.8 billion to the states General Fund to help finance
needed state services that benefit everyone in Delaware. The Lottery offers
a variety of games: POWERBALL®, HOT LOTTO®, MULTI-WIN LOTTO, PLAY
3, PLAY 4, and assorted Instant Games.
Winner Privacy is our Policy.
The Delaware Lottery only publishes winner names with their consent.