New Jersey Lottery chief sets sights on decade of billion-dollar streaks

Nine years running, the New Jersey Lottery has sent more than $1 billion to the state's pension fund. For James A. Carey, the Lottery's Executive Director, that streak isn't a line on a spreadsheet. It's a promise. Carey explained, during the interview:

This is not just about numbers on a spreadsheet. It is about honoring the promise made to those who serve New Jersey every single day.

He thinks of teachers in classrooms, first responders on the street, and public employees who keep the state running. Nine consecutive years, he said, "represent more than just consistency. It demonstrates our unwavering commitment to the state of New Jersey and its public servants."

A portfolio built on balance

That commitment showed up in the numbers this year. Lottery sales climbed 4.6% to $3.49 billion, and Carey credits no single game for the jump:

Our team, state employees, and vendors understand the New Jersey player. We offered the players a product portfolio that balances innovation with player favorites.

Two Powerball jackpots crossed $1 billion and built momentum through the year. Newer games like Cash Pop and Fast Play saw sales rise. Tweaks to older staples like Pick-6 and Jersey Cash 5 pulled players back in. And after a few flat years, Scratch-Offs started to bounce back.

What makes New Jersey, Jersey

Scratch-Offs remain the Lottery's top seller, and Carey leans hard into local identity to keep them moving. "We listen to what makes New Jersey, Jersey," he remarked. Pork roll. Shore culture. Hometown heroes like Shaquille O'Neal. He elaborated:

These tickets are not just themes; they are conversations already happening at diners and dinner tables across the state.

Jersey Dog took that idea further. For the first time, the Lottery invited players into the creative process, featuring real dogs from around the state. The response, Carey recalled, was incredible:

When people see themselves reflected in our games, whether it's their neighborhood, their breakfast, or their pet, that's when a Scratch-Off becomes more than just a ticket. It becomes part of the Jersey experience.

Powerball's breakout year

That same hometown pull, on a bigger stage, helps explain the year's biggest surprise: Powerball sales jumped nearly 90%, passing Pick-4 for the first time. "That shows the power of billion-dollar jackpots," Carey noted. The catch is that mega-jackpots can't be scheduled. They hit when they hit. He continued:

There are more opportunities than ever for players' entertainment dollars, and the Powerball and Mega Millions jackpots are a form of entertainment that nobody else can offer.

His challenge now is holding attention for the games that don't make headlines. "The challenge is to keep people playing games like Pick-4, which are still fun and exciting," he added.

Betting on Powerball X’s & O’s

Powerball's momentum is also why New Jersey is signing on for the multi-state game Powerball X’s & O’s. "The New Jersey Lottery will be participating in Powerball X’s & O’s, and we're looking forward to bringing this innovative new game to our players," Carey commented, pointing to the Giants and Jets both playing home games at MetLife Stadium: "With so many NFL fans in the region, we have high hopes for the game."

Cash prizes are part of the pitch, but not the whole story, he explained:

Powerball X’s & O’s represents an opportunity in lottery gaming where it's not only about money, though there will certainly be significant cash prizes. The game is designed around experiences that money can't buy. Once-in-a-lifetime opportunities and shared moments that create lasting memories, such as going to the Super Bowl with a loved one.

He's careful, though, to draw a hard line:

It is important to clarify that this game has nothing to do with sports betting. This is a lottery game, and results are not dependent on the outcome of any actual NFL game.

Competing for the entertainment dollar

That line matters more now than ever. Sports betting, casinos, and prediction markets are all chasing the same discretionary dollars as the Lottery, and Carey knows it. "We are looking at every option," he stated. The Lottery now pays winners from $600 to $10,000 by ACH instead of mailed paper checks, allowing players to submit claims through the app. Still, he leans on an edge no competitor can touch:

No one in the gaming space offers what we offer, the possibility of life-changing wealth at accessible price points. A $2 ticket can win you hundreds of millions of dollars.

Priorities for the year ahead

Carey explained what he wants the Lottery to look like going forward: prepared, deliberate, built to last. His priorities for the coming fiscal year run in three directions:

First, continuing to deliver exceptional player experiences through a strong portfolio of innovative and entertaining games that keep existing players engaged while attracting new audiences. Second, expanding our reach by leveraging and modernizing our digital channels and utilizing data and targeted marketing to connect with the evolving demographics of today's players. Third, driving operational excellence across the organization, strengthening our retail network, enhancing player services, and improving overall efficiency to maximize returns.

All three, he stressed, sit on the same foundation. "At the core of all three priorities is maintaining a responsible gaming environment while growing revenue for the programs and beneficiaries we support," he said. "Our success comes from balancing innovation, player engagement, operational discipline, and public trust."

The next milestone: ten years

Push him for the one goal that would make him say the year was a win, and Carey names the milestone he's been building toward since this streak began: ten consecutive years above $1 billion for the pension fund. He stated:

A decade at that level would be historic, and not just for the Lottery, but for New Jersey. It would demonstrate that we have built something sustainable, that we can navigate changing markets and player preferences while consistently delivering on our core mission.

More than anything, he added, it would mean one more year of keeping a promise:

It would mean another year of keeping our promise to state teachers, police officers, firefighters, and public employees who count on these contributions.