Online delivers the goods for Michigan

The most recent numbers from the Michigan State Lottery, which added online instant win games and sales to its offering in late 2014, show that online players using the site and the ancillary app have grown by around 300 percent since launch, proving once again that online activity can deliver better results for businesses.

Lottery numbers show that the 86,000 players who signed up in the months following launch have now multiplied to 322,000, although officials point out that is still a mere 3 percent of the state population.

Online sales have soared to $147 million, a number that is expected to grow to around $480 million in the next five years.

Michigan is one of four US states that have lotteries which offer online activity of some sort – the others are Georgia, Illinois and Kentucky.

State lawmakers are currently wrestling with the possibility of widening the range of online games on offer to lottery punters, with social casino and fantasy sports products under consideration (see previous reports).

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