The New York State Gaming Commission (NYSGC), in partnership with the McCann New York agency, has launched an ambitious TV and radio advertising campaign titled “A Chance to Dream.” This initiative aims to remind New Yorkers that every dollar spent on New York Lottery games benefits the state’s public schools. Available in both English and Spanish, the campaign is composed of two TV spots and two radio segments ranging from 15 to 30 seconds.
Beyond being a mere promotional effort for Lottery games, this campaign seeks to reinforce a larger public message: New Yorkers’ participation in Lottery games has a direct and positive impact on the future of education in the state.
The Importance of the “A Chance to Dream” Campaign
With its bilingual approach, “A Chance to Dream” strategically taps into New York’s diverse demographic, ensuring that its message resonates across a wide spectrum of the population. McCann New York’s creative efforts clearly reflect a goal of inclusivity, underscoring the critical importance of connecting with Spanish-speaking audiences, a significant and often under-targeted group in public campaigns.
In focusing on Lottery revenues’ contribution to education, the campaign serves as a direct reminder to New Yorkers that their participation is more than a gamble; it’s an investment in their community. Every dollar spent on a ticket directly funnels into a system that has long been the backbone of educational funding in the state. By shining a spotlight on this, the NYSGC strengthens the perception of the Lottery as a societal good, rather than simply a form of entertainment.
How the Lottery Funds Education in New York
The New York Lottery has played a pivotal role in the funding of the state’s education system for decades. Since its inception in 1967, the Lottery has generated a staggering $86bn for New York’s public schools, benefiting countless students across generations. The revenue is a vital stream of income for over 700 school districts across the state, ensuring that schools have the resources they need to operate effectively.
For the Fiscal Year 2023-2024, the New York Lottery contributed $3.8bn in Lottery Aid to Education. This immense sum of money is distributed across various school districts, helping to fund essential educational programs, from classroom materials to extracurricular activities. This isn’t a one-time windfall but a consistent and reliable source of funding that public schools have come to depend on.
One key feature of the Lottery’s support for education is the transparency with which funds are allocated. Interested parties can visit the New York Lottery’s website to find detailed information on how much Lottery revenue their local school district has received. This allows for a level of accountability that is rare in public fund distributions, fostering trust in the system and ensuring that the funds are truly going where they are needed most.
Chairman Brian O’Dwyer’s Vision: Lottery as an Educational Lifeline
Brian O’Dwyer, Chairman of the New York State Gaming Commission, is a vocal advocate for the Lottery’s role in supporting public schools. In his own words, “Every time you play the New York Lottery, our public schools win.” He emphasizes that the Lottery has been a cornerstone of education funding, benefiting generations of New Yorkers since its inception.
O’Dwyer’s statement reflects the dual role that the Lottery plays. On one hand, it offers a dream of winning big to those who play, while on the other, it sustains an education system that is essential to creating opportunities for future generations. The idea that “every time you play, students win” is a powerful narrative that strengthens the Lottery’s position as more than just a game of chance.
The broader social implications of the Lottery cannot be ignored. By ensuring that billions of dollars are funneled into education, the NYSGC positions itself as not just a regulator of gaming but as a guardian of future opportunities for students across New York.
Mobile Sports Betting: A New Revenue Stream for the State
In addition to the traditional Lottery, mobile sports betting has rapidly become a key component of New York’s gaming revenue. In July 2023, the state’s mobile sports betting handle hit $1.26bn, representing a 31% increase year-on-year. However, this figure also marked a 14.3% decline from June’s impressive $1.47bn handle, showcasing the volatile nature of sports betting activity.
While player spending on online sports betting dropped to its lowest point in 11 months, revenue from the sector remained strong. The New York Gaming Commission reported that mobile sports betting revenue reached $140.3m in July 2023, marking a 33.5% increase from the same period the previous year, and a 4.8% increase from June’s figures.
Market Leaders: FanDuel and DraftKings
In the competitive world of mobile sports betting, FanDuel has continued to lead the market with $59.3m in revenue from $482.5m in wagers. Hot on its heels, DraftKings generated $48m in revenue from a handle of $456.7m, securing its position as the second-largest player in the market.
These figures highlight the robust nature of New York’s sports betting market. Despite the drop in total handle from June to July, the year-on-year growth is indicative of a maturing market that has been embraced by players across the state. The popularity of mobile betting platforms like FanDuel and DraftKings underscores a broader trend toward online gaming, which has reshaped the gambling landscape in New York and beyond.
The Future of Lottery and Mobile Sports Betting in New York
As New York continues to reap the benefits of Lottery and mobile sports betting revenue, questions about the future sustainability of these streams arise. While mobile sports betting has proven to be a lucrative venture, its monthly fluctuations highlight the need for careful market monitoring.
On the other hand, the stability of the Lottery’s contributions to education suggests that this revenue stream will remain a cornerstone of public funding. The consistent influx of billions of dollars into the state’s education system highlights the long-term sustainability of the Lottery, even as new forms of gaming emerge.
Looking ahead, it’s clear that both the Lottery and mobile sports betting will continue to play crucial roles in shaping New York’s financial landscape. However, as new technologies and gaming platforms emerge, regulators will need to ensure that these revenue streams are managed responsibly, with the public’s best interest in mind.
The New York State Gaming Commission’s “A Chance to Dream” campaign serves as a reminder of the significant role that Lottery revenue plays in funding public education. Through this campaign, the NYSGC highlights how every dollar spent on a Lottery ticket is more than just a chance to win—it’s a direct investment in the future of New York’s students.
With $86bn generated for public schools since 1967 and $3.8bn contributed in the last fiscal year alone, the Lottery continues to be an indispensable source of funding for New York’s education system. Meanwhile, mobile sports betting adds another layer of complexity and opportunity to the state’s gaming landscape, further boosting revenue while offering new forms of entertainment for residents.
The true winners are the students who benefit from a well-funded education system, made possible by the dollars spent on both Lottery games and mobile sports betting. The “A Chance to Dream” campaign captures this sentiment beautifully, reminding New Yorkers that when they play, they’re helping to build a brighter future for generations to come.