The best lottery ads do more than display a number—they create urgency, excitement, and a clear path to purchase.
Want to know how custom trigger ads keep up with real-time jackpot changes, explore interactive ad formats that boost engagement, or get a refresher on compliance must-haves for lottery advertising?
This round-up of ad examples for online and in-store lotteries has got you covered.
Real Time Jackpot Rich Media Ads
Static ads can’t keep up with ever-changing jackpots. Lottery advertising thrives on timing and relevance. Custom trigger ads solve this by automatically updating in real-time, ensuring players always see the most current jackpot amounts and feel the urgency to act.
How do custom lottery trigger ads work?
Custom trigger ads refresh across creative dynamically by using RSS feeds and automation technology. Triggers automatically update based on jackpot purse amounts and approaching draw dates.
Anatomy of a Winning Lottery Ad
To design an engaging and informative lottery ad, we recommend including all of the following:
- Jackpot & Game Details: Highlight the prize amount prominently.
- Urgency & Deadline: Use phrases like “Draw closes tonight!” to prompt action.
- Purchase Info: Clearly state where to buy tickets (in-store, online, or via an app).
- Strong CTA: Keep it direct: “Play Now” or “Get Your Ticket!”
Winning Lottery Ad Examples
These standout lottery ad examples blend excitement, urgency, and clear messaging to drive engagement and ticket sales.
Interactive Catch Game
This gamified ad gets users in the mood to play. Players drag a character left or right to collect elements on the screen, creating a fun and interactive experience that mimics the excitement of lottery games. After playing, the CTA seamlessly directs them to the lottery website to explore.
Interactive Avoid Game
A mini game ad that features winning and losing screens, enticing players to visit the site for another chance to play.
Second-Chance Entry Ad
This plug-and-play format activates after the main scratch-off animation, inviting users to enter a second-chance drawing. It’s compatible with any game, easy to template, and designed to boost entries without adding complexity. Fast to launch, simple to scale, and built for repeat use.
Online Lottery Ads
Online lottery games offer players a fast and convenient way to play and purchase tickets from any device. These lotto ad creatives are designed to drive clicks to the website, where players can instantly enter draws, explore games, and buy tickets online.
Game Carousel & App Downloads
This online video ad features a gameplay preview, a carousel of available games, and a click-to-download CTA for the featured lottery apps, making it easy for players to get started.
Interactive Video & Carousel
This display ad showcases a video commercial for online Keno, complemented by a carousel of characters from the ad to enhance engagement and brand recognition.
Rich Media Real Time Jackpot Feed
Uses an RSS feed to display the latest cash pot, the next drawing, and a lottery commercial. It also offers an option to check your ticket instantly.
Jackpot & CTA Video Ad
This simple yet powerful ad combines a commercial, large jackpot text, and a clear CTA to encourage players to enter the lottery online.
Countdown to Next Cash Pop Game
This live countdown showcases the next online Cash Pop game, creating urgency and prompting users to click and play.
Interactive Scratch-Off Experience
A digital scratch-off ad that mimics the classic lottery ticket experience, bringing the thrill of scratch-off cards online while allowing players to engage and purchase tickets seamlessly.
Offline/In-Store Lottery Ads
Offline lottery games require players to visit a retail location, making it essential for ads to communicate where and how to participate. These ad creatives focus on guiding players to the nearest ticket purchase locations by featuring store maps, retailer details, and jackpot information.
Since purchasing in-store takes more time than an online transaction, ads should create a sense of urgency while ensuring players have the necessary details to plan their visit. Whether highlighting a big jackpot, upcoming draw, or nearby retailer, these ads help bridge the gap between awareness and action, driving foot traffic to lottery retailers.
Grabber Game Display Ad
This interactive grabber game encourages users to collect diamonds before revealing a CTA to learn more and play in stores today. The engaging gameplay keeps users on the ad longer, increasing the likelihood that they will click through to the website.
Next, Draw Feed Ad
This ad features the current jackpot amount, the exact time and date of the next drawing, and a map displaying nearby retail locations where players can purchase lottery tickets.
Jackpot Feed Ad
This bold Powerball-themed ad is designed for large jackpots and prominently displays the amount. It can feature an estimated or real-time jackpot using an RSS feed, keeping players informed and engaged.
Nearest Purchase Location Ad
This simple yet effective ad includes a clear CTA and highlights the nearest retail location based on where the ad is served, such as a gas station, where users can conveniently buy their lottery tickets.
Purchase Map & Jackpot Ad
This branded jackpot ad features a purchase map and a real-time jackpot feed, reinforcing brand identity while helping users find nearby locations to buy their tickets.
Best Practices for Lottery Advertising Creative
An engaging lottery ad must capture attention while adhering to strict compliance guidelines.
Compliance & Legal Considerations
Legal compliance isn’t just about avoiding fines but building player trust.
State lottery commissions regulate messaging, prize promotions, and ad placements. Always comply with state lottery commissions.
These regulations often include:
- Age Restrictions: Clearly state that participation is limited to 18+ or 21+, depending on state laws.
- Responsible Gaming Disclaimers: Include messages such as “Play Responsibly” and provide helpline information (e.g., 1-800-GAMBLER).
- No Misleading Claims: Avoid implying guaranteed winnings or suggesting that playing the lottery is a financial solution.
“People expect clear, honest ads, especially regarding the lottery. Following lottery regulations isn’t just about compliance but building trust. Players feel confident and engaged when they see transparent ads with all the correct info. In a world of online scams, clarity keeps players coming back.”
Sam Wilson, Senior Account Executive, KORTX
Creative Must-Haves for Advertising Campaigns
The secret to winning lottery ads is striking the perfect balance between simplicity and excitement. Tap into the thrill and fun that players love while ensuring key details like draw dates and jackpot sizes are clear and compelling.
- Messaging: Keep it short, impactful, and action-driven. For example, “$500M Jackpot – Play Today!” Focus on excitement, not just gambling.
- Design: Use bold colors, high contrast, and clean layouts to enhance visibility and readability. A simple, well-structured design ensures key information stands out at a glance.
- Animation: Bring assets to life with subtle motion. Sparkles, countdowns, and rolling numbers create a sense of urgency and excitement.
- Interactive Components: Engage users with elements like scratch-off effects, spin-to-win features, or dynamic call-to-action buttons to boost participation and conversions.
- Personalization: Tailor messages based on player location. For example, “Our next big winner could be YOU!”
- Dynamic Creatives: For digital ads, update jackpot values in real-time to keep content fresh and relevant.
Sell More Ticket Sales with Smarter, More Interactive Lotto Ads
The right ad strategy can turn casual players into loyal customers, whether online or in-store. Lottery advertising thrives on timing, engagement, and clarity. Real-time jackpot updates, interactive experiences, and compliance-driven messaging aren’t just best practices. They’re essential for capturing player interest and driving ticket sales.
ABOUT THE AUTHOREric Simone is the lead designer at KORTX. He is a design wizard and a pro at commercial editing, UX, and project management. Eric has made it his mission to deliver eye-catching designs that pack a punch.