In the latest New Jersey-based legal gambling expansion deal that is likely to be replicated in other states, Rutgers University and Jackpocket this week reached a multi-year agreement to make the leading lottery app in the U.S. “the school’s first-ever official mobile lottery partner.”
The agreement provides Jackpocket with so-called “premier brand integration” in Jersey Mike’s Arena (until recently known as the Rutgers Athletic Center or RAC), SHI Stadium (home to Rutgers Big Ten football), and across official Scarlet Knights social media platforms.
“Rutgers not only is my alma mater, but a respected and global leading research institution,” Peter Sullivan, founder and CEO of Jackpocket, said in a statement. “The opportunity to meet students and fans where they are — and provide them with an added layer of fun during basketball and football games — is something new and exciting, especially in a state where lottery play is such a popular pastime.”
Jackpocket announced it will provide Rutgers students, alumni, and fans with the code “KNIGHTS” during eligible games to get free lottery tickets in the app. Jackpocket also will host contests where fans can win tickets to basketball and football games.
Jackpocket players have scooped up $29 million in winnings in New Jersey. This includes the largest mobile gaming prize in U.S. history this past October, with a local healthcare worker winning $9.4 million on Jackpocket.
As part of the marketing deal, Jackpocket will be integrated into social media promotions via Rutgers Athletics channels, receive significant exposure through LED signage and an in-game video board feature inside Jersey Mike’s Arena during men’s and women’s basketball games, and gain LED signage during football games at SHI Stadium.
Jackpocket also will receive promotion through print, digital, and radio assets. The company already is a major advertiser on mega-watt radio station WFAN in the metropolitan area.
How Jackpocket works
As a registered lottery courier service by the New Jersey Lottery, Jackpocket is the first officially licensed third-party lottery app in the U.S. to offer players a secure way to order official state lottery tickets.
By helping players participate in the lottery via their smartphones, Jackpocket also aids state lotteries in driving incremental revenue to fund state programs such as education, veterans services, and natural resources.
Since its inception, U.S. lottery players have won over $100 million in lottery prizes using the Jackpocket app, which attracts a far younger demographic than convenience store lottery players. Residents of Arkansas, Colorado, Minnesota, New Hampshire, New York, Ohio, Oregon, Texas, and Washington, D.C. also have access to the Jackpocket app.
Jackpocket charges a 9% fee on each deposit — but if a ticket wins, the consumer keeps all of the winnings (minus the IRS charge for wins over $600).
Sullivan told NJ Online Gambling last year that the idea for the company came from helping his father get a new iPhone a decade ago and his father asking why he couldn’t buy lottery tickets online along with seemingly anything else.
More Jackpocket news
Last week, Jackpocket announced its launch in the Google Play Store.
“Now Android users can download the Jackpocket app through the Play Store for a simpler, more seamless experience,” Sullivan said in a statement. “We are committed to continuously innovating the digital gaming space in a safe and meaningful way.”
Last month, Jackpocket announced it had gained online market access in New Jersey for its pending online casino product through Caesars Interactive Entertainment.
Jackpocket is projected to be the first third-party lottery service to enter the online casino space in the Garden State.
“Following our recent $120 million Series D financing, Jackpocket’s mission is to expand into new gaming verticals, and we are confident that lottery fans will be interested in new ways to play including slots, bingo, and table games,” Sullivan said.
“Our user research has shown a high correlation between Jackpocket lottery players and those who enjoy casino-style gaming,” he added. “We look forward to bringing the innovative tech, intuitive design, and seamless experience that the Jackpocket app is known for into this new arena.”
Left Lane Capital led the investment, with comedians Kevin Hart and Whitney Cummings, Dallas Mavericks owner Mark Cuban, and San Diego Padres infielder Manny Machado participating as well.
Photo: Corey Perrine/USA TODAY