OLG & California Lottery — Building Scalable Digital Ecosystems for Modern Lottery Engagement
Role: Creative Director / Digital Experience, Mobile & CRM Strategy — OLSON (Now ICF Next)
Scope: Omnichannel platforms, loyalty & rewards systems, digital gaming innovations, mobile optimization, CRM & messaging programs
Role: Creative Director / Digital Experience, Mobile & CRM Strategy — OLSON (Now ICF Next)
Scope: Omnichannel platforms, loyalty & rewards systems, digital gaming innovations, mobile optimization, CRM & messaging programs
Context –
Ontario Lottery and Gaming Corporation sought to modernize its digital presence and better engage a new generation of players. As legacy lottery systems struggled to meet evolving expectations around mobile, personalization, and real-time engagement, OLG required a connected ecosystem that could unify experiences across games, platforms, and player touchpoints.
Challenge –
Transform a traditionally retail-driven lottery experience into a digitally connected ecosystem.
Engage younger, mobile-first audiences while maintaining accessibility for existing players.
Build scalable platforms capable of supporting multiple products, games, and campaigns.
Integrate CRM, real-time alerts, and content systems into a cohesive user experience.
Deliver measurable engagement while navigating regulatory and operational constraints.
Approach –
Led the design and development of multiple consumer-facing digital platforms, including:
• Group Play — social lottery participation and shared play experiences
• PlaySmart — responsible gaming education and tools
• Pro•Line — sports gaming and betting interface enhancements
Integrated a custom content management system (CMS) enabling flexible, real-time content updates across properties.
Developed CRM and messaging programs, including:
• SMS-based engagement and alerts
• Winning numbers and jackpot notification systems
Created mobile-first experiences and millennial-focused activations, introducing new interaction models tailored to emerging audiences.
Ensured a seamless omnichannel experience spanning web, mobile, and in-retail touchpoints.
Creative Highlights –
Omnichannel Ecosystem Design: Unified multiple gaming products into a cohesive digital experience.
Real-Time Engagement: Alerts and messaging systems created always-on player connections.
Next-Gen Player Targeting: Concepts and activations designed specifically for younger, digital-native audiences.
Platform Thinking: Custom CMS and modular systems enabled scalability across games and campaigns.
Outcome –
Successfully launched multiple high-impact digital platforms, modernizing OLG’s player experience.
Increased engagement through real-time alerts, mobile-first interactions, and CRM integration.
Established a scalable digital foundation supporting ongoing innovation and campaign activation.
Work directly contributed to securing California State Lottery as a new client.
Expansion: California Lottery –
Appointed Digital Agency of Record to lead transformation initiatives, including:
• Loyalty and rewards program development
• Email/CRM platform design and implementation
• Public-facing website and retailer platform redesign
• Enhanced mobile optimization and digital campaign execution
Extended platform thinking and CRM capabilities to a large-scale U.S. market.
Recognition –
Shortlisted as a Finalist for Digital Agency of the Year by Strategy Magazine.
