Player Research

There’s no doubt EquiLottery looks like an exciting new lottery offering for all involved. But we felt it was important to go into the field and ask everyday people what they thought of the game. Judging from the results, we are sure glad we did.

About Research Partner Ipsos

Ipsos is the third largest global independent market research firm and is the lottery industry leader in game research. They celebrated their 40th Anniversary in 2015 and served as the agency of record for this research.


Qualitative Study

A qualitative study was performed in Kentucky in May of 2015 with three focus groups being recruited for both Louisville and Lexington. Each city was represented by a group of core lottery players, infrequent lottery players and lottery retailers totaling 47 participants.

Excitement of a

Players loved the excitement of a live 2 minute horse race as the basis for a lottery, saying it felt more authentic than other lottery games. A shorter event time made horse racing the perfect sport to feature through the lottery, giving the lottery an exciting daily 2 minute online video experience. Retailers celebrated the idea of playing videos of races in their stores to create more foot traffic.

Live Horse Race

Equilottery Mobile App
Awesome to have race offered on mobile device.
‐ Study participant

Convenience of Mobile App

Players and retailers found the mobile app appealing and convenient, making the lottery more relevant to people’s daily lives, especially among millennials.

If you could spend $2 and have a chance to win a minimum of $300, what’s wrong with that?
‐ Study participant

Appealing Price Point

Players found value in the price point and retailers believed a $2 Quick Pick ticket without a play slip would be very easy to sell.

Every ticket is a winner!
‐ Study participant

Valuable Second Chance Prizes

Second chance raffle and free racetrack offer were intriguing, especially to infrequent players. The psychology of receiving something for free was compelling, even if players did not plan to use the offer.

May become my new favorite!
‐ Study participant

Anticipated Player Behavior

46 out of 47 people

46 out of 47 participants indicated they would play EquiLottery.

46 out of 47 people

28 out of 47 said EquiLottery would cause them to increase their overall lottery spend.

Overall Impression and Understanding

4.4 out of 5 Stars 4.4 out of 5


An online quantitative study of 1,853 Kentucky citizens was conducted in August of 2015. The study included participants who were 18 years or older, not employed in gaming, advertising or media industries and not morally opposed to playing the lottery. Results were weighted by age, gender and region.

Percent of players planning to spend money on EquiLottery.

Game Appeal and Player Spend

Overall appeal scores were 15% higher than the Ipsos average of all games tested. EquiLottery projects to add 300,000+ new players to the lottery from a state population of 4.4m.

PC sales based on game being offered once a day.

Annual Player Spend

Based on awareness levels between 10-30%, first year projections of EquiLottery range from $18m to $54m and weekly Per Capita sales of 8 – 24 cents. Cannibalization rates for EquiLottery are quite low, ranging from 0.55% to 1.64%, again based on awareness levels. EquiLottery adds new revenue streams to lotteries without detracting from other games in their portfolios.

Positive Game Attributes

Many measures performed above the average for games tested by Ipsos.

Watching the draw is exciting.
Is different from other lottery games.
I feel like I have a good chance of winning a prize.
Appealing secondary prizes.
Provides good entertainment value.
I would recommend this game to my friends.


Players who want to play EquiLottery, play it often with high scores on repeat business. The more people experience EquiLottery, the more they enjoy playing it. The average player will purchase 2.2 tickets every time they play. “These findings demonstrate that players find EquiLottery to be a suitable game for them to start playing on a regular basis…the initial indications demonstrate that EquiLottery presents high potential for stickiness.” — Ipsos analysis

Players will purchase an average of 2.2 tickets per race.

Demographic Appeal

This is a truly widespread appeal lottery game. Regardless of their age, gender, or region, players indicated the same appeal and spend scores for EquiLottery. These scores show EquiLottery has the opportunity to break into demographics currently being missed by the lottery and/or horse racing industries. So why does EquiLottery reach those who are not normally drawn to lottery and racing, specifically the elusive Millennial Generation? A closer look at the underlying numbers reveal Millennials found the following features of the game more appealing than the general population.

I like the idea of using a mobile app to find out whether I won.
Impression of the game if races were offered from outside the state.
I would purchase more tickets until I got the horses I like.
Having some of the proceeds of the game directed to the Kentucky horse racing industry is appealing.