Inside the Marketing Strategy of Arizona Lottery

Welcome back to The Friday Fortune! Welcome back to The Friday Fortune! Spring is in the air, and with it comes that mix of fresh energy and the realization that Q2 is right there on the horizon. It’s the season of renewal, big ideas, and (hopefully) a little more daylight to get it all done.

Each week, we bring you insights from top CMOs, marketing disruptors, and leaders redefining the game. Whether you’re fine-tuning your next campaign or just looking for a reason to procrastinate that inbox cleanup, we’ve got you covered.

Here’s what’s on deck this week:

• A sit-down with Alec Thomson, Executive Director of the Arizona Lottery

• Meta’s new AI agents

• ESPN’s diagnosis of your March Madness obsession

📈 Marketer of the Week

If there’s anyone reshaping the future of the lottery industry, it’s Alec Thomson, CEO of the Arizona Lottery. With a background in public service, marketing, and strategy, Alec has taken the helm of one of Arizona’s most iconic institutions and is leading it into a new era of engagement, growth, and innovation.

Alec’s career trajectory is anything but conventional. Born and raised in Nogales, Arizona, he grew up in a bicultural, bilingual household that shaped his perspective on community and connection. After an early stint in government working under former Governor Jan Brewer, he quickly climbed the ranks in public service, eventually serving as Director of Strategic Initiatives for Governor Doug Ducey. “I’ve really prioritized being bipartisan, making sure I’m working for people I believe in, not necessarily a party I believe in, because I see value in both sides.” Alec shared, emphasizing his approach to leadership.

His transition to the Arizona Lottery was unexpected but serendipitous. Having served on the Lottery Commission, Alec had a front-row seat to the organization’s rapid growth, particularly during the pandemic when people shifted disposable income from casinos and entertainment into lottery sales. Now, his focus is on sustaining that momentum while making the lottery experience more engaging and relevant for a new generation of players.

To modernize the industry, Alec is spearheading digital innovation, implementing interactive loyalty programs, and rolling out initiatives like digital menu boards in retail locations—seemingly minor changes that have resulted in a 4-12% sales lift. Beyond that, he is keen on adapting the lottery experience to younger players who seek more than just monetary rewards. The organization is actively exploring experiential prizes and second-chance opportunities that extend beyond the ticket itself.

Alec’s marketing acumen is evident in his approach to leadership. While his natural instinct is to immerse himself in marketing strategy, he has learned to step back and empower his team. He credits his CMO with driving much of the department’s success and sees his own role as bringing back fresh ideas from industry conferences, studying best practices from other states and countries, and shaping the long-term vision for the lottery’s growth.

With a strong team in place, Alec is also focused on responsible gaming—an issue he’s deeply invested in. The Arizona Lottery has achieved Level 2 responsible gaming certification and is committed to further progress, ensuring that player engagement remains ethical and sustainable.

Alec’s Takeaway

Alec’s leadership philosophy? Be bold. “[If I could give my 21-year-old self advice,] I’ll tell myself to be more bold. When you’re coming out of college the whole world is staring you in the face and it's a scary thing to put yourself out there to start networking and getting involved. I wish I could’ve told myself ‘don’t be so fearful,’” he advised. It’s a mindset that’s guided his career—and one that’s clearly shaping the future of the Arizona Lottery.

To hear more about how Alec is modernizing the lottery experience and leading with purpose, listen to the full episode of CMO Weekly.

🥠 The Cookie Jar

Crack open a handful of the week’s best marketing links—because good fortune favors the curious.

• Inside Walmart’s immersive commerce strategy to reach Gen Z and Gen Alpha. Old-school retail just got a Gen Z makeover.

• ESPN diagnoses fans with ‘bracketbrain’ in March Madness campaign. Unfortunately, no cure has been reported.

• Meta is testing AI agents that let users ‘talk’ to businesses. Your midnight shopping questions now get instant answers.

• How fortune cookie advertising amplifies your organic marketing strategy. The ‘smallest’ ad with the biggest word-of-mouth impact.

That’s a wrap for this week’s Friday fortune.

If you enjoyed the read, pass it along to your favorite marketer who could use a little extra inspo in their inbox.

Until next time, may your marketing be memorable and your cookies always be fortunate!

— The OpenFortune team