Joe and Jack

ILR will help you look beyond mere "core players" to understand the broader audience of consumers, and how to prioritize opportunities and develop compelling messages in order to maximize playership and profits.

On average, four out of five (80%) people who support their state lottery program do not play. These players we collectively refer to as Jack. The 20% who do play regularly are referred to as Joe.

Lotteries and vendors have spent a lot of time and money trying to understand Joe. The question is do you know Jack?

<< Use the links to the left to learn more about Joe and Jack.