Wisconsin Lottery

What Wisconsin Lottery does

Wisconsin Lottery is a state government agency operating under the Wisconsin Department of Revenue, established in 1988, with exclusive statutory authority to operate lottery games within the State of Wisconsin. The agency runs a portfolio of draw games — including multi-state offerings Powerball and Mega Millions, plus state-specific games Megabucks, Badger 5, SuperCash!, All or Nothing, Pick 3, Pick 4, and Lucky 13 — alongside instant scratch games, Fast Play progressive games, and limited-time raffles. Since 1988, the lottery has generated more than $20 billion in cumulative revenue, with proceeds transferred to the Wisconsin general fund and designated state programs (notably education).

The technology backbone is delivered by Brightstar Lottery, a long-standing technology partner since the lottery's inception. In January 2026, Brightstar Global Solutions Corporation was awarded a new eight-year contract (with an eight-year extension and one-year options) to deploy its OMNIA integrated lottery solution across retail and digital channels, including Retailer Pro S2 point-of-sale terminals, GameFlex 48 self-service vending machines, mobile app enhancements, and supporting infrastructure. Distribution runs through a network of hundreds of licensed retailers — primarily convenience stores, gas stations, and grocery stores including Kwik Trip — supplemented by the official wilottery.com website, a mobile app, Players Club email program, and the Winner Wagon community-event program.

Wisconsin Lottery monetizes entirely through unit-priced ticket sales: draw games from $0.50 to $2 per play, with multipliers and add-ons available, and instant scratch games priced from $1 to $30+ with top prizes ranging from $500 to $100,000. Revenue mechanics are effectively a transaction-fee model — gross sales less prize payouts are transferred to state programs. The agency serves two primary segments: Wisconsin adult residents purchasing tickets for entertainment and prize potential, and licensed retail businesses earning commissions on sales and incremental foot traffic. The organization does not pursue geographic expansion beyond Wisconsin and operates as a non-diversified, monopoly franchise with no SaaS, subscription, or ancillary revenue lines.

Name

Wisconsin Lottery

Legal name

Wisconsin Lottery

Website

https://WILottery.com

Company type

Private

Founded year

1988

Operating status

Operating

Short description

Wisconsin Lottery is a state government agency under the Wisconsin Department of Revenue, established in 1988, that operates draw games and instant scratch tickets through a statewide licensed retail network to generate proceeds for Wisconsin state programs.

Ownership category

akta.pro rank

Product category

State Lottery Gaming

NAICS

Gambling Industries (7132)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Lottery Operators (Government & Private Licensed) (MPAEAFAA)

akta.pro secondary industries

Draw-Based Lottery Management (Number Games, Keno as Lottery) (MPAEAFAE), Lottery Ticket & Instant Games (Scratch-Off) Publishing/Printing (MPAEAFAC), Lottery Second-Chance, Loyalty & Rewards Platforms (MPAEAFAM)

Keywords

• State lottery games
• Instant scratch tickets
• Draw lottery games
• Lottery retail network
• Consumer gaming entertainment

Headquarters

HQ city

Madison

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Lottery Ticket Sales: The Wisconsin Lottery generates revenue primarily through the sale of lottery tickets including draw games (Powerball, Mega Millions, Megabucks, Badger 5, SuperCash!, Pick 3, Pick 4, All or Nothing, Lucky 13) and instant/scratch-off games. Revenue is generated through a network of licensed retail locations throughout the state.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

The Wisconsin Lottery sells lottery draw games (Powerball, Mega Millions, Megabucks, Badger 5, SuperCash!, All or Nothing, Pick 3, Pick 4, Lucky 13), instant scratch-off tickets, Fast Play progressive jackpot games, and raffles to eligible Wisconsin adults. Products are sold through hundreds of licensed retailers, the official website, and a mobile app, with net proceeds transferred to Wisconsin state programs.

Product overview

Wisconsin Lottery operates as a traditional draw-based and instant lottery operator offering a portfolio of both multi-state and state-specific lottery games. The core product line includes draw games (Powerball, Mega Millions, Megabucks, Badger 5, SuperCash!, All or Nothing, Pick 3, Pick 4, Lucky 13, and Fast Play), instant scratch games, and raffle offerings. Supporting consumer infrastructure includes a Players Club loyalty/email program, a mobile app, and a store locator tool. Retailer operations are supported through Brightstar-provided hardware including Retailer Pro S2 terminals and GameFlex 48 self-service vending machines. The OMNIA™ integrated lottery solution from Brightstar powers the technology infrastructure across retail and digital channels. The portfolio does not include SaaS/platform modules or add-on services—it's a straightforward consumer lottery service with supporting retail infrastructure.

Differentiator

Problem solved

Functional benefit

Products and services

• Powerball Multi-state numerical draw lottery game held twice weekly with progressive jackpot accumulation, available to Wisconsin adult players.
• Mega Millions Multi-state numerical draw lottery game with large jackpot potential, available to Wisconsin adult players.
• Megabucks Wisconsin state-specific lottery game with weekly drawings and substantial jackpot prizes.
• Badger 5 Wisconsin state lottery game with daily drawings and fixed prize tiers.
• SuperCash! Wisconsin lottery game with nightly drawings and an 'N' number modifier feature affecting prize multipliers.
• All or Nothing Lottery game with midday and evening daily drawings where players win by matching all numbers drawn or none of the numbers drawn.
• Pick 3 Daily three-digit number selection lottery game with midday and evening draws offering fixed prize payouts.
• Pick 4 Daily four-digit number selection lottery game with fixed prize tiers based on match type.
• Lucky 13 Wisconsin-specific lottery game with a distinctive 13-number selection format.
• Fast Play Instant-win lottery games providing on-demand play without waiting for scheduled drawings, featuring progressive jackpot mechanics.
• Instant Scratch Games Physical scratch-off tickets and digital pull-tab games offering instant prize reveals at price points from $1 to $30+ and prize tiers from $500 to $100,000+.
• Raffles Limited-time lottery raffle games with specific entry periods and numbered tickets.
• Players Club Email subscription service delivering daily winning numbers, game information, exclusive lottery news, giveaway alerts, and winner announcements to registered members.
• Wisconsin Lottery Mobile App Smartphone application for iOS and Android providing players with winning number lookups, game information, ticket scanning features, and access to lottery services.

Quantifiable outcome

• More than $20 billion in revenue generated since 1988
• +1 more outcomes

Named customers2 records

Segments2 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

Four partnerships are on record, tiered core and minor.

• Brightstar Lottery PLC (Brightstar Global Solutions Corporation)coreTechnology or Integration · 27 January 2026Brightstar Global Solutions Corporation, a subsidiary of Brightstar Lottery PLC, won an eight-year contract (with eight-year extension and additional one-year options) to deploy its OMNIA™ integrated lottery solution for the Wisconsin Lottery. The contract covers new retail equipment including Retailer Pro S2 terminals and GameFlex 48 self-service vending machines, mobile app enhancements, and technology upgrades to modernize both retail and digital lottery channels. Brightstar has supported the Wisconsin Lottery since 1988.
• World Lotteries Association (WLA)minorOthersThe Wisconsin Lottery is a member of the World Lotteries Association (WLA), an international organization for state-owned or licensed lottery operators. Membership indicates adherence to WLA standards and best practices.
• National Council on Problem GamblingminorOthersThe Wisconsin Lottery displays the National Council on Problem Gambling logo indicating commitment to responsible gaming practices and support for problem gambling prevention programs.
• Wisconsin Council on Problem GamblingminorOthersThe Wisconsin Lottery partners with the Wisconsin Council on Problem Gambling to provide problem gambling helpline services (800-GAMBLE-5) and promote responsible gaming awareness.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• California State Lottery (Calottery): Operates California's state lottery including multi-state games and SUPER LOTTO, distributing through ~23,000 retailers. Directly comparable in state-monopoly structure, game mix, and retail-led distribution model.
• Pennsylvania Lottery: Pennsylvania state lottery offering draw games, scratch-offs, and Fast Play-style instant games. Directly comparable in product mix, retail-led distribution, and beneficiary contributions to state programs.
• Texas Lottery: Texas state lottery operator with similar draw-game and instant-ticket portfolio, distributing through a large network of convenience and grocery retailers. Comparable in product breadth, retail-led GTM, and revenue scale.
• New York Lottery: Operates the New York State Lottery under state-granted monopoly, offering multi-state draw games (Powerball, Mega Millions), state-specific draw games, and a deep scratch-off portfolio. Comparable to Wisconsin Lottery in business model, regulatory exclusivity, and product mix.
• Massachusetts Lottery: Massachusetts state lottery with a similar draw-game and instant-ticket lineup distributed through statewide retailers. Comparable in regulatory exclusivity, beneficiary funding model, and product portfolio breadth.
• Illinois Lottery: Illinois state lottery offering draw games, instant tickets, and multi-state jackpots via a licensed retail network. Closely comparable to Wisconsin Lottery in mid-sized state operator profile, game mix, and contribution model to state programs.
• Florida Lottery: Florida's state lottery operator offering Powerball, Mega Millions, Florida Lotto, and scratch games through a statewide retailer network. Comparable in regulatory exclusivity, multi-channel distribution, and product portfolio.
• Ohio Lottery: Ohio's state lottery offering draw games, instant tickets, and multi-state jackpots. Comparable to Wisconsin Lottery in mid-sized state operator profile, regulatory structure, and portfolio composition.
• Georgia Lottery: Georgia state lottery operator offering draw games, instant games, and multi-state jackpots, with proceeds funding education. Directly comparable to Wisconsin Lottery in state-monopoly structure, product mix, and beneficiary funding model.
• Michigan Lottery: Michigan's state lottery with similar draw and instant-ticket products distributed through licensed retailers. Closely comparable in regulatory exclusivity, multi-state game participation, and retailer-led GTM.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xtwitter.com/wilottery
• YouTubeyoutube.com/wilottery
• Facebookfacebook.com/wilottery
• Instagraminstagram.com/wilottery
• LinkedInlinkedin.com/company/wi-lottery

Revenue estimate

Valuation estimate

Number of profiles

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 Wisconsin Lottery