Published on: May 26, 2026, 12:32h.
Updated on: May 26, 2026, 12:32h.
- The New York Lottery invites players to “envision” their big wins
- New Yorkers lost a staggering $3.2 billion on conventional lottery games in the fiscal year 2025
- Traditional lottery sales are falling across the nation
The New York Lottery has launched an innovative marketing initiative aimed at sparking the imaginations of those chasing their dreams.
The new slogan from the New York Lottery is now “Can You Imagine?” This follows their previous campaigns, including “Hey, You Never Know” and “All You Need Is a Dollar and a Dream.”
Developed by McCann New York, this fresh slogan has received swift approval from the New York State Gaming Commission, which regulates lotteries, casinos, sports betting, horse racing, and other forms of gaming throughout the state.
“Each ticket purchased from the New York Lottery symbolizes a realm of opportunities. The prospect of winning transformative sums encourages daydreaming, and this campaign captures that joyous essence,” remarked Brian O’Dwyer, Chair of the New York State Gaming Commission.
“New Yorkers thrive on the notion that anything can occur,” added Britt Nolan, the Chief Creative Officer at McCann. “This initiative centers on that exhilarating moment before you scratch off a ticket or when the winning numbers are revealed, allowing your imagination to run wild and anything to seem achievable. It’s a sentiment familiar to every New Yorker.”
New Yorkers Accumulate Significant Lottery Losses
This latest marketing effort from the New York Lottery encourages the public to dream about winning substantial lottery prizes.
However, the likelihood of snagging such a life-altering win is significantly low, akin to the chances of being struck by lightning. In fact, experts assert that it’s far more probable to be hit by lightning than to win a $1 million lottery jackpot. Yet, this reality doesn’t deter millions of New Yorkers from participating in the lottery. Interestingly, a Canadian man actually won a $1 million lottery prize years after surviving a lightning strike!
The operations of the New York Lottery result in extensive losses for players, translating into billions for public education, which is the lottery’s primary beneficiary.
For the fiscal year 2025, combined sales from instant games, daily numbers, Lotto, Powerball, Mega Millions, Daily Keno, and For Life games exceeded $7.81 billion. According to reports from the North American Association of State & Provincial Lotteries, New York ranked fourth nationally, following Florida ($9.13 billion), California ($8.93 billion), and Texas ($7.91 billion).
The New York Lottery generated gross revenues of $3.2 billion from the $7.81 billion in sales. After deducting operating expenses, it allocated $2.5 billion towards educational support for the fiscal year.
Challenges Facing the Lottery
Across 45 states and Washington, DC, lottery sales for the fiscal year 2025 surpassed $96.16 billion. These figures exclude revenues from iLottery, electronic lottery gaming machines, and sports betting lotteries.
The traditional sales figures for FY25 represented a decline of 5.1% compared to the previous year. New York’s traditional sales mirrored this national trend, experiencing a decrease of 4.7%.