What New Mexico Lottery does

The New Mexico Lottery Authority is a state government entity established in 1996 that holds the exclusive statutory right to operate lottery games within New Mexico, with 100% of net proceeds directed to the Legislative Lottery Scholarship program funding college tuition for state residents. The organization sells a portfolio of draw games (multi-jurisdictional Powerball, Mega Millions, and Lotto America via membership in MUSL, plus state-specific Roadrunner Cash, Pick 3 Plus, and Pick 4 Plus) and instant Scratchers tickets priced $1 to $20, distributed through a network of more than 1,000 authorized retail locations statewide supplemented by self-service vending machines and clerk-operated terminals. Revenue is generated through per-ticket transaction fees, with prizes set at industry-standard payout ratios; the organization does not disclose revenue in the conventional sense and reports only net proceeds transferred to the scholarship fund (cumulative transfers exceed $1.1 billion since inception, benefiting more than 161,000 students).

In May 2026 the lottery completed a multi-year technology modernization with Scientific Games, deploying a new central gaming system, retailer terminals, self-service vending machines, and the Enhanced Partnership instant game management program that delivers analytics, logistics optimization, and dedicated retail service representatives. Product differentiation is driven by a culturally distinctive Scratchers portfolio — Legends of Lucha Libre (April 2026, the first national Lucha Libre scratch ticket), Zozobra, Día de los Muertos, ORO, and licensed properties such as Jurassic Park, Game of Thrones, and Pink Panther — which has earned the NASPL Buddy Roogow Innovation Award for Best New Instant Game five times, including four consecutive years from 2022 to 2025. Marketing is conducted through the nmlottery.com website, Facebook, Instagram, YouTube, TV advertising, and the Promo Zone loyalty and Collect 'N Win second-chance platforms, with responsible gaming messaging promoted through partnership with the National Council on Problem Gambling. Leadership comprises CEO David Barden and Board Chair Reta Jones; the entity is owned by the State of New Mexico and does not have private investors.

Name

New Mexico Lottery

Legal name

New Mexico Lottery Authority

Website

https://nmlottery.com

Company type

Public

Founded year

1996

Operating status

Operating

Headcount range

251–500 employees

Short description

The New Mexico Lottery Authority is a state-government entity that exclusively operates lottery games in New Mexico through 1,000+ retailers, selling draw games and Scratchers tickets while directing 100% of net proceeds to the Legislative Lottery Scholarship program for state college students.

Ownership category

akta.pro rank

Product category

State Lottery Gaming

NAICS

Gambling Industries (7132), Other Gambling Industries (713290)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Lottery Operators (Government & Private Licensed) (MPAEAFAA)

akta.pro secondary industries

Digital Lottery & iLottery Platforms (Web/App) (MPAEAFAD), Lottery Data, Analytics & Responsible Gaming Tools (MPAEAFAJ), Lottery Second-Chance, Loyalty & Rewards Platforms (MPAEAFAM)

Keywords

• State lottery games
• Instant scratch tickets
• Multi-state draw games
• Education scholarship funding
• Retail lottery distribution

Headquarters

HQ city

Albuquerque

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Technology or R&D, Marketing or Sales, Others

Revenue model

1. Draw Game Ticket Sales: Multi-jurisdictional draw games including Powerball ($2/play), Mega Millions ($5/play), Lotto America ($1/play), and state-specific games including Roadrunner Cash ($1/play), Pick 3 Plus, and Pick 4 Plus with various play types. More than half of proceeds remain in the jurisdiction where tickets are sold.
2. Scratchers Instant Games: Instant scratch-off lottery tickets sold at various price points ($1 to $20) with different prize structures and odds. Multiple game themes including licensed properties (Legends of Lucha Libre, Betty Boop, Jurassic Park, Game of Thrones, Pink Panther).
3. Power Play and All Star Bonus Add-ons: Optional add-on features for draw games: Power Play ($1/play) multiplies non-jackpot prizes; Powerball Double Play ($1/play) offers second drawing chance; All Star Bonus for Lotto America multiplies prizes.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

The New Mexico Lottery Authority operates the state lottery, selling draw game tickets (Powerball, Mega Millions, Lotto America, Roadrunner Cash, Pick 3 Plus, Pick 4 Plus) and instant Scratchers tickets ($1-$20) through more than 1,000 authorized retailers statewide. All net proceeds fund the Legislative Lottery Scholarship program providing college tuition assistance to New Mexico students.

Product overview

The New Mexico Lottery operates a comprehensive lottery portfolio consisting of both multi-state draw games and state-specific instant and draw games. Multi-state offerings include Powerball, Mega Millions, and Lotto America. State-specific games include Scratchers instant tickets (available in price points from $1 to $20 with various themes), Roadrunner Cash, Pick 3 Plus, and Pick 4 Plus daily draw games. The lottery operates under the Scientific Games Enhanced Partnership program for instant game management and maintains a player loyalty platform (Promo Zone) and second-chance promotion platform (Collect 'N Win). All net proceeds fund the Legislative Lottery Scholarship program for New Mexico education.

Differentiator

Problem solved

Functional benefit

Products and services

• Scratchers™ Instant scratch-off lottery tickets sold at New Mexico Lottery retailers in price points ranging from $1 to $20, with various themes including Legends of Lucha Libre, Betty Boop, Pink Panther Crossword, and JURASSIC PARK. Players scratch to reveal symbols and win prizes instantly.
• Powerball® Multi-state lottery draw game where players choose 5 white ball numbers (1-69) and 1 red Powerball number (1-26). Tickets cost $2 per play with drawings held Monday, Wednesday, and Saturday. Offers optional $1 Power Play (multiplies non-jackpot prizes by 2-10) and $1 Double Play (second drawing up to $10 million) add-ons.
• Mega Millions® Multi-state lottery draw game with tickets costing $5 per play. Drawings held Tuesdays and Fridays at 9:00 PM MT. Includes automatic random multiplier for non-jackpot prizes (2X-10X).
• Lotto America® Multi-state lottery game where players choose 5 numbers from 1-52 and a Star Ball from 1-10. Tickets cost $1 per play and the optional All Star Bonus multiplies non-jackpot prizes.
• Roadrunner Cash™ New Mexico state-specific lottery game where players choose 5 numbers from 1-37. Top prize starts at $25,000 and grows until won. Drawings held daily at 9:30 PM MT.
• Pick 3 Plus New Mexico state-specific daily lottery game where players choose 3 numbers from 0-9. Drawings held twice daily with play types including Straight, Box, Straight/Box, Combo, Front Pair, and Back Pair at $1-$6 per play.
• Pick 4 Plus New Mexico state-specific daily lottery game where players choose 4 numbers from 0-9. Drawings held twice daily at 1:00 PM and 9:30 PM MT with play types including Straight, Box, Straight/Box, Combo, and Pair options at $1-$24 per play.

Quantifiable outcome

• $1.1 billion raised for education since 1996
• +2 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Six partnerships are on record, tiered core, flagship and minor.

• Scientific GamescoreTechnology or Integration · 11 May 2026Scientific Games (a leading global provider of lottery games, technologies, analytics, and services since 1973) partnered with New Mexico Lottery for major technology modernization in 2026. The partnership deployed a new gaming system now powering draw-based and Scratchers' sales across more than 1,000 retailers statewide. The Scientific Games Enhanced Partnership instant game management program delivers analytics, logistics optimization, and retail technology to drive game performance and maximize proceeds for college scholarship funding.
• MUSL (Multi-State Lottery Association)coreStrategic or Co-development Partner · 14 April 2026MUSL represents 48 U.S. lotteries in the Powerball game. The Multi-State Lottery Association is a non-profit association that assists its member lotteries in multi-jurisdictional game development. New Mexico Lottery participates in Powerball through MUSL membership.
• Allwyn UK / The UK National LotterycoreStrategic or Co-development Partner · 14 April 2026Historic agreement announced in April 2026 for The UK National Lottery to join Powerball, becoming the first non-U.S. lottery to contribute to the Powerball jackpot. Expansion expected to help jackpots grow more quickly due to larger population base playing the game. UK participation subject to final regulatory approval from the UK Gambling Commission.
• Masked Republic (Legends of Lucha Libre)flagshipOEM/ Whitelabel/ Licensing Partner · 7 April 2026Masked Republic's Legends of Lucha Libre brand collaborated with New Mexico Lottery to create the first-ever Legends of Lucha Libre scratcher ticket in the nation. Legends of Lucha Libre was formed by Masked Republic in 2017 as the first 'players' association' to represent the name, image, and likeness rights of luchadores. The game features nine different designs with top prizes of $25,000 and a second-chance promotion with chance to win up to $1 million.
• Alchemy3minorStrategic or Co-development Partner · 7 April 2026Alchemy3 collaborated on the development of Legends of Lucha Libre Scratchers game in partnership with Masked Republic and Scientific Games.
• National Hispanic Cultural CenterminorOthersNational Hispanic Cultural Center in Albuquerque hosted the live Legends of Lucha Libre wrestling event on May 9, 2026 to celebrate the ticket launch, featuring more than 20 luchadores including L.A. Park, Tinieblas Jr., Ultimo Dragon, and others.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Oregon Lottery: Oregon Lottery is a state-run operator with similar mid-sized market dynamics, traditional draw/Scratchers portfolio, and proceeds funding public programs (education, parks, veteran services). Comparable to NML in regulatory structure and product breadth, providing useful benchmarks for state-specific innovation and product performance.
• Texas Lottery: Texas operates one of the largest U.S. state lotteries with a similar multi-state and instant game portfolio and draws through MUSL. It is the most direct functional peer — same business model (state-run operator), same vendor ecosystem, and adjacent geography, making it the natural benchmark for NML on revenue, product mix, and operational scale.
• Virginia Lottery: Virginia Lottery is a state-operated lottery of similar population tier to NML but with a notably broader digital/iLottery offering and proceeds funding K-12 education. It is a key peer for benchmarking NML's product roadmap, particularly around digital channels and instant game mix optimization.
• Colorado Lottery: Colorado Lottery is a Western U.S. state lottery offering a similar multi-state and instant game portfolio with proceeds benefiting conservation and recreation. Comparable in scale and product mix, and an instructive peer for evaluating NML's performance on premium Scratchers and multi-state draw games.
• Arizona Lottery: Arizona Lottery is a state-operated lottery adjacent to New Mexico with a comparable product mix (Powerball, Mega Millions, state draw games, and Scratchers). It is the most demographic-comparable peer given similar population, state GDP, and Southwestern U.S. consumer profile, and is the closest benchmark for per-capita performance.

Emerging players

• Allwyn: Allwyn is a major European lottery operator running national lotteries including the UK National Lottery, and is the entity behind the historic 2026 agreement for the UK to join Powerball. Comparable to NML as a multi-jurisdictional lottery operator and the most relevant emerging international peer shaping the future of the MUSL ecosystem NML depends on.

Others

• Scientific Games (Light & Wonder): Scientific Games (now part of Light & Wonder) is NML's core technology and instant game management partner under the Enhanced Partnership. While not a competing operator, it is the most material ecosystem participant in NML's value chain and a key comparable for evaluating contract economics and product capabilities across state lotteries.
• Pollard Banknote: Pollard Banknote is a leading supplier of instant Scratchers tickets and a partner to many U.S. state lotteries on game design and production. Relevant as a comparable supplier ecosystem participant whose products and capabilities influence NML's Scratchers portfolio performance and innovation pipeline.
• IGT (International Game Technology): IGT is a leading global lottery technology and operating partner serving many U.S. state lotteries. It is a relevant ecosystem peer to Scientific Games and informs the technology choices and product capabilities available to state lotteries like NML, including central gaming systems, instant ticket production, and iLottery platforms.
• MUSL (Multi-State Lottery Association): MUSL is the non-profit association of 48 U.S. state lotteries that operates Powerball and other multi-jurisdictional games. NML is a member and participates in Powerball through MUSL, making it a critical ecosystem partner rather than a competitor — directly relevant to NML's multi-state draw revenue and the recent UK expansion.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@NewMexicoLottery
• Facebookfacebook.com/nmlottery
• Instagraminstagram.com/nmlottery/?igsh=MTd0aWVzNHgzN2ptNw%3D%3D
• LinkedInlinkedin.com/company/nmlottery

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about New Mexico Lottery