The Arizona Lottery is working to change public perceptions about its role in the state by emphasizing how proceeds from ticket sales support a range of community programs. According to Cydeni Carter, Public Information Officer for the Arizona Lottery, many people are skeptical about where lottery money goes and who benefits. Carter said, “Once people learn that ticket sales support education, healthcare, the environment, and economic development, they often tell us they feel more excited about playing, because they see the bigger picture. It’s why we often say: When you play, Arizona wins.”
Carter explained that this message is not just a slogan but reflects a unique aspect of the Arizona Lottery. In fiscal year 2025, more than $1.5 billion in lottery sales generated tens of millions of dollars for four main areas: education, healthcare, environmental initiatives, and economic development. These funds have been used for projects such as infrastructure investments at public universities and funding for conservation and healthcare resources.
To make these impacts more tangible to Arizonans, the Lottery has developed partnerships with nonprofit organizations. For example, collaborations with Soles2Souls provided shoes to individuals experiencing homelessness. Another partnership with Northern Arizona University supported scholarships through the Honors Native American Summer Research Program.
The Lottery also supports other community initiatives including resources for foster families and cultural events like Lotería Nights at the Desert Botanical Garden. Projects such as Habitat for Humanity Northern Arizona’s Timber Sky Starter Homes are among those highlighted by Carter as examples of how lottery proceeds benefit local communities.
Carter noted that storytelling is central to their approach: “Storytelling is more than a communications tool; it’s a key part of our marketing strategy. We know people connect more deeply with stories than with statistics.” The organization has integrated this approach into its campaigns under its brand platform “Love the Play,” which aims to capture both enjoyment and purpose behind participating in the lottery.
Through these efforts, Carter said skepticism can be replaced by support when people see how lottery funds are invested locally: “Purposeful storytelling builds trust, showing that the Lottery is not just about chance, it’s about choice: the choice to play, and in doing so, the choice to strengthen Arizona.”
She concluded by reiterating that every campaign and partnership serves as an opportunity to reinforce this message: “Because when you Love the Play, Arizona Wins.”
