Iowa Lottery

What Iowa Lottery does

Iowa Lottery is a state-run lottery operator founded in 1985 and headquartered in Iowa, USA. The organization manages and sells draw games, scratch tickets, and other lottery products through a network of more than 2,400 licensed retail locations across the state. Its scratch game portfolio is managed using Scientific Games' Infuse platform, following a technology partnership announced in July 2026.

The lottery operates draw games including the newly launched Millionaire for Life (February 2026), which offers lifetime payouts to winners. It discontinued participation in the Lucky for Life multi-state game in February 2026, signaling product portfolio rationalization. The scratch ticket business is supported by the Infuse platform for portfolio management and analytics.

As a government entity, Iowa Lottery operates as a statutory monopoly with no competing private lottery operators permitted within the state. Its revenue model is based on ticket sales, with a portion of proceeds transferred to state programs; cumulative transfers have exceeded $2.6 billion since 1985, and cumulative player prizes have exceeded $6.4 billion. The lottery is led by CEO Matt Strawn and serves individual consumers across Iowa as its end customer base, with retail partners serving as the primary distribution channel.

Name

Iowa Lottery

Legal name

Iowa Lottery

Website

https://ialottery.com

Company type

Private

Founded year

1985

Operating status

Operating

Short description

Iowa Lottery is a state-run lottery operator founded in 1985, selling draw games and scratch tickets through 2,400+ retail locations across Iowa. It operates as a government monopoly, with proceeds funding state programs and cumulative transfers exceeding $2.6 billion since inception.

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

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), Lottery Data, Analytics & Responsible Gaming Tools (MPAEAFAJ), Digital Lottery & iLottery Platforms (Web/App) (MPAEAFAD)

Keywords

• State lottery games
• Draw games
• Instant win tickets
• Lottery retail network
• Loyalty promotions

Headquarters

HQ city

Clive

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. Lottery Ticket Sales: The Iowa Lottery generates revenue through the sale of various lottery games including Scratch Games (instant tickets), draw games (Powerball, Mega Millions, Lotto America, Pick 3, Pick 4), InstaPlay tickets, and Pull-Tab Games. Proceeds support state programs including veterans, education, economic development, law enforcement, and agriculture.

Pricing tiers

Distribution channels1 record

Marketing channels6 records

Core offering

Iowa Lottery operates state-run draw games (Powerball, Mega Millions, Lotto America, Pick 3, Pick 4, Millionaire for Life) and instant-win games (Scratch Games, InstaPlay, Pull-Tab Games), distributed through more than 2,400 authorized Iowa retailers. The portfolio is complemented by a VIP Club loyalty program and the LotteryPlus mobile app for ticket checking and promotion entry, with proceeds funding Iowa state programs for veterans, education, economic development, law enforcement, and agriculture.

Product overview

Iowa Lottery operates as a state-run lottery offering a diverse portfolio of draw games, instant games, and promotional programs. The core product lineup includes multi-state games (Powerball, Mega Millions, Lotto America), daily number games (Pick 3, Pick 4), instant games (Scratch Games, InstaPlay, Pull-Tab Games), and the recently launched Millionaire for Life. The VIP Club loyalty program and LotteryPlus mobile app provide player engagement and secondary promotion entry capabilities. The Scientific Games partnership enhances Scratch Game portfolio management through the Infuse business intelligence platform.

Differentiator

Problem solved

Functional benefit

Brands

• VIP Club: A loyalty program allowing members to enter Play It Again promotions, receive surprise contests, and get monthly newsletters with free lottery ticket plays.
• LotteryPlus

Products and services

• Powerball Multi-state lottery draw game with Power Play and Double Play options, offering large rolling jackpot prizes to players aged 21+ in Iowa.
• Mega Millions Multi-state lottery draw game with large jackpot prizes, sold at authorized Iowa retailers.
• Lotto America Multi-state lottery draw game featuring an All Star Bonus multiplier option.
• Millionaire for Life National daily draw game launched February 2026 to replace Lucky for Life, offering a top prize of $1 million a year for life and a second prize of $100,000 a year for life at $5 per play.
• Pick 3 Iowa-specific daily number lottery game with midday and evening drawings.
• Pick 4 Iowa-specific daily number lottery game with midday and evening drawings offering larger prizes for matching more digits.
• Scratch Games Instant-win lottery tickets across various price points and themes, including licensed brands such as JURASSIC PARK and Game Show Experience. Portfolio managed with Scientific Games' Infuse business intelligence platform.
• InstaPlay Instant tickets generated from lottery terminals (scratchless scratch tickets), including progressive jackpot games Super 7s, Extreme Green Progressive, and Xtreme Multiplier.
• Pull-Tab Games Pull-tab style instant-win lottery games sold at authorized Iowa retailers.
• VIP Club Player loyalty program allowing members to enter nonwinning tickets into Play It Again second-chance promotions, receive monthly newsletters with free lottery ticket plays, and access surprise contests and exclusive promotions.
• LotteryPlus Mobile App Mobile application for checking tickets, viewing winning numbers and jackpots, joining the VIP Club, and entering Play It Again promotions, available on Android and Apple devices.

Quantifiable outcome

• $6.4 billion+ in prizes distributed to players since 1985
• +1 more outcomes

Named customers5 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Two partnerships are on record, tiered core and minor.

• Scientific GamescoreStrategic or Co-development Partner · 28 July 2026Scientific Games has entered into a new primary partnership with the Iowa Lottery to enhance the state's Scratch Game offerings through advanced portfolio management services, a revamped player loyalty program, and access to licensed brands such as JURASSIC PARK and GAME SHOW EXPERIENCE. The collaboration leverages Scientific Games' Infuse business intelligence platform and draws on the company's over 50 years of experience managing scratch games. Proceeds support Iowa's good cause programs including veterans, education, and economic development initiatives.
• FremantleMediaminorGTM or Marketing PartnerLicensed brand partnership for THE PRICE IS RIGHT themed Game Show Experience promotion. Winners attend live taping of THE PRICE IS RIGHT TV game show as part of the promotion.

Scale indicators6 records

Recent moves4 records

Expansion highlights3 records

Direct peers

• Texas Lottery Commission: State lottery operator offering Powerball, Mega Millions, scratch and draw games through a similar retail-only distribution model; comparable in product mix and player engagement programs.
• Illinois Lottery: Midwest state lottery offering Powerball, Mega Millions, Lucky Day Lotto, scratch, and online play; direct geographic and product-market peer to Iowa.
• Florida Lottery: State-run lottery offering draw games, scratch, Fast Play, and multi-state jackpots; comparable in retail distribution scale and beneficiary-program mandate to Iowa.
• Pennsylvania Lottery: State lottery with draw, scratch, and online iLottery; benefits programs for older residents parallel Iowa's veteran/education fund beneficiaries.
• Michigan Lottery: State lottery that, like Iowa, runs a draw and scratch portfolio but additionally offers iLottery online play and a strong loyalty/mobile app program — useful benchmark for digital upside Iowa cannot yet access.
• California State Lottery: U.S. state lottery with a similarly broad draw and scratch portfolio funded by proceeds to public education; comparable beneficiary-program model and multi-state game participation.
• Massachusetts Lottery: State lottery with similar draw and instant-game mix and one of the highest per-capita sales rates in the U.S.; comparable operating model with strong retailer base and beneficiary programs.
• Ohio Lottery: State lottery with draw games, scratch, Keno, and digital play; comparable Midwest retailer model and beneficiary-fund mandate.
• New York State Gaming Commission (Lottery Division): Largest U.S. state lottery by revenue, operates a comparable draw and instant-game portfolio with multi-state draw participation, extensive retailer network, and a digital engagement app.

Others

• Multi-State Lottery Association (MUSL): Association that administers Powerball, Mega Millions-related infrastructure, and the broader multi-state game pool of which Iowa Lottery is a member; relevant as the operating counterparty for Iowa's largest draw products.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/ialottery
• YouTubeyoutube.com/user/IALottery
• Facebookfacebook.com/IowaLottery
• Instagraminstagram.com/iowalottery
• LinkedInlinkedin.com/company/iowa-lottery

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Iowa Lottery