West Virginia Lottery launches new iPlay mobile platform and PlayOn loyalty program

The West Virginia Lottery unveiled its latest initiatives on Thursday, launching a mobile platform, iPlay, alongside a loyalty program called PlayOn. This development, in partnership with NeoPollard Interactive (NPi), allows lottery players to purchase draw game tickets and play e-Instants directly from their mobile devices, expanding access to lottery products in line with the shift toward digital transactions.

Through the iPlay platform, players can now conveniently buy tickets for popular games like Powerball and Mega Millions with just a few taps. West Virginia Lottery Assistant Director Randy Burnside highlighted the advantages of this mobile approach, noting that it’s designed to accommodate modern purchasing preferences.

“It’s going to be so fantastic to be able to, from the palm of your hand, make the purchases you want to make and at the same time, when you go to the store, you’re going to be bonused for it,” Burnside said. He explained that PlayOn will offer players additional rewards, prize opportunities, and updates on lottery-related news.

The launch of iPlay and PlayOn addresses feedback from customers who wanted easier, mobile-friendly options for purchasing tickets. “One of the big things we’ve heard a lot about from our players is, ‘Hey, I want to be able to buy my Powerball tickets and my Mega Millions tickets from my phone,’” Burnside said.

🎉 West Virginia, get ready to win with the new iPlay app and website! 🕹️📲 Enable location when prompted to confirm you’re in the Mountain State. It’s quick, easy, and secure – enjoy iLottery from home!🌟 Let’s play responsibly and win together, WV! 💰 #WVLottery #iPlay #PlayOn pic.twitter.com/jKW8kEVcRC

— WV Lottery (@WVLottery) October 31, 2024

Burnside observed that the digital shift is consistent with current consumer trends toward “cashless” transactions, pointing out that many people are moving away from carrying cash and are instead relying on mobile and card payments. Despite this shift, Burnside assured that traditional retailers would remain an integral part of the lottery ecosystem.

The new iPlay platform will still drive in-store purchases by allowing players to redeem in-store purchase codes for added bonuses, cash prizes, and second-chance drawings.

“The data shows that when you launch a rewards program along with your iLottery, that has driven sales increases at your traditional brick-and-mortar stores as well,” Burnside said, emphasizing that the West Virginia Lottery’s strategy involves a blended, “omnichannel approach” that supports both digital and physical lottery purchases.

Anyone who registers with iPlay will also be automatically enrolled in the PlayOn loyalty program, ensuring easy access to the benefits of both services. The West Virginia Lottery’s updated website, still accessible at wvlottery.com, now features user-friendly tools for account management, news, and number-checking.