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Mido Lotto app to expand to seven states


Mido Lotto, a Lottery Now owned app that allows people to play state lottery games on their mobile phones, has expanded into three new states and announced plans tolaunch in four more by the start of October. 

The app is currently available in California, Massachusetts, and Delaware, while a further four states – which are yet to be revealed – are planned for launches in the coming weeks.

Since launching in 2020, Mido Lotto has become one of the most popular apps on the Apple Store by reaching the top 30 entertainment apps on the platform. This has led to significant revenue growth of up to 500% from the fourth quarter in 2020 to the first quarter of 2021.

Lottery Now president Richard Wheeler said: “Lottery is a $90 billion industry in the U.S. alone, and that’s with more than half the population only playing once a year due to lack of convenience. We’re excited to continue our growth trajectory and to add to each state Lottery’s efforts to generate incremental revenue for their beneficiaries.

“Mido Lotto users skew younger and are time-strapped, mid and higher income individuals who typically don’t play the Lottery the way it’s currently offered. The data is telling us this is not about getting more money from existing players, but extending Lottery access to a new set of players who value convenience.”

Lottery Now also announced the appointment of Alex Merchan as the new head of marketing. Merchan takes on the role having overseen sales and marketing at Hard Rock for a decade.

Merchan said: “As we rapidly expand to new states, we aim to reassure residents that Mido Lotto is a legitimate and safe way to order State Lottery tickets from their mobile devices – and that people in other states are already using the app and winning cash prizes daily without issue.

“Whenever a new app-based courier service debuts – whether it’s food delivery or ticket ordering – marketing efforts need to not only communicate the benefits but also reassure potential customers that this new life-easing, time-saving service is an additional, reliable convenience that eliminates a barrier to accessing a good or service – or even a State Lottery ticket.”