News writer, Interviewer
The Colorado Lottery is building something new. The organization is launching innovative games, expanding its retail footprint, and preparing a digital platform that will reshape how residents play. The initiatives are happening simultaneously, each reinforcing the others.
Director Tom Seaver sees 2026 as a pivotal year. Colorado's population has grown steadily for years, topping six million in 2025. Now the lottery is matching that growth with expanded access and better products. The opportunity is substantial.
The transformation touches every aspect of the player experience. New games with better odds. More places to play. Digital channels that meet players where they already spend their time.
A new game built on research
Millionaire for Life launches in the coming weeks as the first major initiative. The multi-state game represents more than two years of development work. Multiple state lotteries collaborated. Angus Reid conducted player research. The result is a game built on data rather than assumptions. Colorado Lottery Director Tom Seaver commented:
You don't get to launch a new multi-state game all that often. This one is a really good one.
The prize structure offers $1 million per year for life as the top prize and $100,000 per year for life as the second prize. But the real innovation lies in the overall odds: one in 8.5 across nine prize levels. Players get both life-changing top prizes and realistic chances to win something.
The game costs $5. That's higher than Powerball and matches the recently adjusted Mega Millions price point. Seaver expects the price to shift player behavior. But the economics create value. Higher revenue per ticket funds better prizes. Better prizes attract players seeking more than what Lucky for Life and Cash for Life offered. Seaver explained:
It really comes down to value. I think players will decide whether a specific game is worth $5, and that's why the creation of the prize structure for Millionaire for Life has been such an important part of the exercise.
The approach reflects evolution in lottery product development. Rather than tweaking existing games, states are rethinking what players actually want. Research showed demand for both exciting prizes and good odds. Millionaire for Life delivers both.
Not every state selling Lucky for Life has joined Millionaire for Life yet. Texas faces organizational challenges that prevent immediate participation. But Seaver expects the game to prove itself and attract more states over time. Quality products build their own momentum.
Expanding where Coloradans live
Colorado's population has grown consistently. The lottery is now expanding its retail network to match. The new Scientific Games Extended Partnership (SGEP) contract includes provisions for active retailer recruitment. It's the first time Colorado has devoted resources specifically to growing its retail presence.
The strategy goes beyond adding more convenience stores. The Colorado Lottery is exploring new retailer types and deploying more vending machines. New merchandising tools include Scientific Games' SciQ system and menu boards. The goal is to make lottery products more accessible and visible wherever Coloradans already shop.
The retailer expansion runs parallel to product innovation. On the instant game side, Colorado is implementing what Seaver calls an "evolving strategy" featuring more experiential games. The organization is improving quality at every price point rather than just adding volume.
Digital channels meet players where they are
Younger consumers live online. They order groceries through Instacart. They shop digitally. They expect services to come to them. The lottery is adapting to that reality. Seaver said:
There's an increasing number of people, especially younger people, who don't go to convenience stores, who don't even go to grocery stores. How are we going to sell them lottery products if we can't access them digitally in the place where they live?
Colorado's digital transformation involves two parallel tracks: working with existing lottery couriers and building its own iLottery platform.
Four courier services currently operate in Colorado, including Jackpocket and Lotto.com. Seaver views them as valuable partners. They're generating sales from customers who wouldn't otherwise buy lottery products. They're teaching players how to purchase tickets through an app. Seaver told us:
I look at the couriers kind of as training wheels for iLottery. Players learn how to use an app to play the lottery, and it prepares them for what we're going to do.
Seaver expects couriers to maintain a role even after Colorado launches its own platform. Colorado's own iLottery platform is coming. The solicitation is in the market now. Responses are due in early March. Seaver aims for a contract by early summer, followed by implementation.
The Colorado Lottery benefits from learning from other states. Seaver's team studied recent RFPs and interviewed lotteries that recently launched platforms. They identified what works and what doesn't. He continued:
We didn't have to be a pioneer in this area. We've been able to talk to a lot of other lotteries to find out kind of the do's and don'ts of starting an iLottery platform.
Pieces of a larger strategy
"I think we're going through an exciting period in the industry," Seaver said. "There's a lot of innovation right now, and that's exciting, especially for our players to see the level of innovation and creativity that's going on in the industry."
His outlook remains bullish. The innovation benefits players through better products and more convenient access. It positions state lotteries to compete effectively as consumer behavior continues evolving.
For Colorado specifically, the initiatives address a clear opportunity. The state's population grew while the lottery maintained its existing footprint. Now that's changing through simultaneous improvements across products, retail presence, and digital capabilities.
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