New Jersey Lottery

What New Jersey Lottery does

The New Jersey Lottery is a state government agency and division of the New Jersey Department of the Treasury, headquartered in Trenton, that has operated the official New Jersey state lottery since 1969/1970. The organization generates revenue for state education and pension beneficiaries by selling a portfolio of draw games (Pick-3, Pick-4, Jersey Cash 5, Pick-6, Cash Pop, Quick Draw, Fast Play, Powerball, Mega Millions, Cash4Life, Millionaire for Life), instant scratch-off tickets priced from $1 to $30, and recurring promotional games such as the 2026-launched Rock Paper Scissors Fast Play Progressive and Jersey Dog scratch-off series.

Distribution operates through a statewide network of authorized retail locations supplemented by an iOS/Android mobile app for ticket scanning and second-chance promotions. Marketing and sales are managed through a vendor relationship with NORTHSTAR New Jersey, while the online platform is operated by IGT Corporation (Providence, RI). The lottery runs a free VIP Club membership program offering jackpot alerts, daily winning numbers, sweepstakes, and multiple second-chance promotions (Collect 'N Win, Million Dollar Replay, Lottery Bonus Zone) that drive player retention. Approximately 100 employees work across seven operational units, with leadership including Executive Director James A. Carey, Jr.

The business model is a regulated retail-gaming revenue model: ticket sales at unit price points from $0.50 to $30 are processed through retailers and the mobile channel, with proceeds distributed across prize payouts, retailer commissions, operating costs, and contributions to the state pension fund for teachers, police officers, and other government retirees. FY2025 sales totaled $3.3 billion, of which approximately $1 billion flowed to the state pension fund. The organization holds the highest tier of responsible gaming credentials, with consecutive World Lottery Association Level 4 certifications (2016, 2019, 2022, 2026) and NASPL/NCPG Responsible Gambling Framework Level 4 certifications (2022, 2023, 2026). Recent strategic activity includes a 2026 Official Lottery Partnership with Gotham FC and a series of new game launches, all within the geographically bounded New Jersey market.

Name

New Jersey Lottery

Legal name

New Jersey Lottery

Website

https://njlottery.com

Company type

Public

Founded year

1970

Operating status

Operating

Headcount range

51–100 employees

Short description

The New Jersey Lottery is a state government agency (division of the NJ Department of the Treasury) that operates the official New Jersey state lottery, selling draw games, scratch-off tickets, and Fast Play games through a statewide authorized retail network and mobile app to generate revenue for state education and pension beneficiaries.

Ownership category

akta.pro rank

Product category

State Lottery

NAICS

Gambling Industries (7132), Other Gambling Industries (71329)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Lottery Operators (Government & Private Licensed) (MPAEAFAA)

akta.pro secondary industries

Lottery Ticket & Instant Games (Scratch-Off) Publishing/Printing (MPAEAFAC), Lottery Second-Chance, Loyalty & Rewards Platforms (MPAEAFAM), Lottery Data, Analytics & Responsible Gaming Tools (MPAEAFAJ)

Keywords

• State lottery games
• Scratch-off tickets
• Draw games
• Lottery retail
• Mobile lottery app

Headquarters

HQ city

Trenton

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Technology or R&D, Supply Chain

Revenue model

1. Scratch-Off Tickets: Instant lottery tickets sold at various price points ($1-$30) generating immediate revenue from ticket sales
2. Draw Games: Numbers games including Pick-3, Pick-4, Jersey Cash 5, Pick-6 with twice daily draws and various play options
3. Multi-State Lottery Games: Participation in Powerball and Mega Millions multi-state lottery games with large jackpots
4. Fast Play Progressive Games: New $5 ROCK PAPER SCISSORS Fast Play Progressive lottery game and other Fast Play offerings

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

The New Jersey Lottery sells state-authorized lottery products including instant-win scratch-off tickets priced from $1 to $30, daily and multi-state draw games (Pick-3, Pick-4, Jersey Cash 5, Pick-6, Quick Draw, Cash Pop, Powerball, Mega Millions, Millionaire for Life, Cash 4 Life), and Fast Play progressive games. The lottery operates a free VIP Club membership and mobile apps for iOS and Android that provide ticket checking, second-chance entries, jackpot alerts, and promotional notifications.

Differentiator

Problem solved

Functional benefit

Products and services

• Pick-3 A daily draw game offered by the New Jersey Lottery where players pick three numbers with twice-daily draws. Minimum play starts at $0.50 per play and goes up to $5. Targeted at adult consumers (18+) in New Jersey.
• Pick-4 A daily draw game where players pick four numbers with twice-daily draws and bets from $0.50 to $5 per play. Offered to adult consumers (18+) in New Jersey.
• Jersey Cash 5 A New Jersey-only numbers draw game offered by the state lottery with cash prizes. Targeted at adult consumers (18+) in New Jersey.
• Pick-6 A New Jersey Lotto draw game where players pick six numbers with twice-daily draw options and cash prize tiers. Offered to adult consumers (18+) in New Jersey.
• Quick Draw A fast-frequency draw game offered by the New Jersey Lottery with frequent drawings for adult consumers (18+) in New Jersey.
• Cash Pop A draw game offered by the New Jersey Lottery with pop-style drawings. Targeted at adult consumers (18+) in New Jersey.
• Powerball A multi-state lottery draw game with large jackpots, offered by the New Jersey Lottery to adult consumers (18+) in New Jersey.
• Mega Millions A multi-state lottery draw game with large jackpots, offered by the New Jersey Lottery to adult consumers (18+) in New Jersey.
• Millionaire for Life A multi-state lottery draw game offered by the New Jersey Lottery that provides lifetime prize payouts. Targeted at adult consumers (18+) in New Jersey.
• Cash 4 Life A multi-state lottery draw game offered by the New Jersey Lottery with lifetime cash payouts. Targeted at adult consumers (18+) in New Jersey.
• Fast Play A category of instant progressive games offered by the New Jersey Lottery, including the $5 ROCK PAPER SCISSORS Fast Play Progressive game. Targeted at adult consumers (18+) in New Jersey.
• Scratch-Offs Instant-win scratch-off tickets offered by the New Jersey Lottery at price points from $1 to $30 with various themes and top prizes (e.g., Jersey Dog series with $200,000 top prize). Targeted at adult consumers (18+) in New Jersey.
• VIP Club A free membership program from the New Jersey Lottery offering jackpot alerts, daily winning numbers, exclusive sweepstakes, game coupons, and second-chance opportunities for non-winning tickets. Targeted at adult New Jersey Lottery players.

Quantifiable outcome

• $1 billion contributed to state pension fund
• +1 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Gotham FCcoreGTM or Marketing Partner · 17 April 2026Multi-faceted partnership making Gotham FC the club's Official Lottery Partner. Includes in-stadium activations such as 'Lucky Row' initiative, prominent branding at Fan Fest events, exclusive fan experiences including player meet-and-greets, partnership across digital platforms, and hospitality benefits throughout the season at Sports Illustrated Stadium.
• NORTHSTAR New JerseycoreChannel Partner/ Reseller/ DistributorMarketing and sales vendor for New Jersey Lottery
• IGT CorporationcoreTechnology or IntegrationOnline vendor/provider for the New Jersey Lottery's online platform. Located in Providence, RI.
• Tiki BarberminorGTM or Marketing PartnerRetired New York Giants running back partnered with NJ Lottery to promote the Rock Paper Scissors Throwdown tournament. Served as opening-day host and spoke about the partnership and rock-paper-scissors strategy.
• Promo One of NJ, Inc.minorOthersNew Jersey-based special events producer that owns and operates the Rock Paper Scissors Throwdown tournament for the New Jersey Lottery.

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Pennsylvania Lottery: Pennsylvania's state lottery agency, comparable in product breadth (scratch-offs, draw games, Fast Play, multi-state games) and regulatory standing. Notably operates a more advanced iLottery platform, making it a useful benchmark for NJ Lottery's digital growth trajectory.
• California State Lottery: The largest U.S. state lottery by sales, operating draw games, scratch-offs, and multi-state games as a state agency. Directly comparable in operating model and product portfolio, and provides scale benchmarks for top-tier U.S. state lottery performance.
• Florida Lottery: Operates draw games, scratch-offs, and multi-state games as a Florida state agency. Comparable in operating model, regulatory standing, and reliance on vendor partners, and is consistently among the top U.S. lotteries by annual sales.
• Texas Lottery Commission: Texas's state lottery operator, offering scratch-offs, draw games, and multi-state participation. Comparable in agency structure and product mix, and serves as a relevant benchmark for high-volume, large-population-state lottery operations.
• New York State Lottery: Operates the official state lottery of New York, offering draw games, scratch-offs, and multi-state participation (Powerball, Mega Millions). Directly comparable to NJ Lottery in product mix, regulatory structure (state agency), and resident-focused GTM, and is a key cross-border competitor for discretionary gambling spend in the tri-state area.

Broad incumbents

• Allwyn Entertainment: International multi-jurisdictional lottery operator running national and state lotteries across Europe and the U.S. (including Ohio's lottery via a recent concession). Comparable in that it operates lottery products in the same draw-game and instant-ticket categories as NJ Lottery, though at a global scale rather than single-state.
• Intralot: Global lottery systems and technology supplier serving state lotteries and licensed operators. Comparable to NJ Lottery's operational backbone in draw games, sports betting, and digital lottery platforms, and operates private lottery concessions in select jurisdictions.
• Scientific Games: Major supplier of instant tickets, systems, and technology to U.S. and international lotteries, including many state lotteries operating in the same category as NJ Lottery. Comparable as a backbone provider of scratch-off printing, game design, and lottery systems.
• IGT (International Game Technology): IGT is NJ Lottery's online platform vendor (per partnership data) and a global lottery and gaming technology provider serving lotteries worldwide. While not a state operator, IGT is the most directly comparable commercial counterpart because its lottery segment mirrors NJ Lottery's draw-game, instant-ticket, and digital delivery operations.

Others

• Northstar Lottery Group: NORTHSTAR New Jersey is NJ Lottery's contracted marketing and sales vendor (per partnership data) and similarly manages lottery operations in Illinois. Directly relevant as the embedded commercial operator executing NJ Lottery's retail, marketing, and sales strategy.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Customer concentration

• Xx.com/NJLottery
• YouTubeyoutube.com/newjerseylottery
• Facebookfacebook.com/NewJerseyLottery
• Instagraminstagram.com/njlottery
• LinkedInlinkedin.com/company/newjerseylottery

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds

Investors

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M&A

Investments

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Frequently asked questions about New Jersey Lottery