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In a category often rooted in tradition, the Virginia Lottery is proving that innovation in customer loyalty can thrive even in a highly regulated and complex environment. Under the leadership of Prudence Milligan, Senior Customer Strategy Manager, the Virginia Lottery has launched a forward-thinking, points-based loyalty program that not only sets a precedent within the lottery industry but also reflects a larger commitment to community impact and customer engagement.
“Our mission at the Virginia Lottery is to generate revenue for K-12 public education,” Milligan explained. “Last year we generated more than $934 million for public schools and, since 1999, we’ve contributed more than $13 billion to schools in the Commonwealth.”
But while the mission remains paramount, the Virginia Lottery is equally focused on reshaping how players engage with its brand, particularly in an increasingly competitive marketplace.
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