RIESTER applies strategic insights to design new website for diverse lottery audience

Published on March 5, 2019

When the Arizona Lottery decided to redesign their website to better meet the needs of their wide-ranging audience as well as improve its functionality for the in-house marketing team, they turned to RIESTER. The new site needed to meet the expectations of current customers while resonating with new ones. This included improving the mobile experience, which will better serve the majority of website visitors who access the website from mobile devices. It also meant a design that better-integrated video content because of its popularity among consumers. The redesign was completed while also supporting a migration from the SiteCore platform to Umbraco, a more robust and flexible open-source content management system. The new platform will allow the Arizona Lottery marketing team to more easily manage the website without requiring support from the development team.


“I’m proud of our team because their attention to detail and their planning made this launch successful. The new website is on strategy because of the excellent partnership with the Arizona Lottery IT department.” said Alan Perkel, Chief Digital Officer and Principal of RIESTER. “Our experience with lotteries was put to work immediately on this task and the end product is going to work harder for our client.”

The website update was guided by the behavioral insights of young lottery players who are just learning how to “play” as well as more established players that are learning new ways to “play” in a digital interactive manner. RIESTER also prioritized showcasing ‘Where the money goes’ an appealing attribute with Millennials who tune into organizations that dedicate dollars to philanthropy and sustainability. In this case, hundreds of millions of dollars raised by the Arizona Lottery are invested back into the community.

RIESTER expects that a visit to the website is now more than just checking the lottery numbers; the redesign now cross-sells and promotes other Arizona Lottery games. The intention is to support the continued growth of the Arizona Lottery, which ultimately increases its ability to support key Arizona community initiatives.