The California State Lottery has issued a marketing services RFP — the largest lottery agency-of-record contract in the US going to bid this cycle, against new selection criteria. The operator's guide on what state lotteries are now scoring on — including AI Communications capability — is here.
Scope of work
The agency is responsible for:
A. Share responsibility for planning, coordinating, integrating, and executing the Lottery's overall marketing plan and specific portions of the Lottery's annual advertising plan.
B. Assist in overall marketing analysis, strategy development, and positioning of the Lottery and its products.
C. At the Lottery's direction, facilitate collaboration among Lottery staff, the Lottery's other agencies, and other marketing contractors to integrate advertising and marketing plans.
D. Create and produce marketing and advertising supporting the Lottery's new and existing products and programs.
E. All aspects of media strategy, plan development, and implementation — negotiation and buying across television, radio, print, outdoor, digital, social, and new-media vehicles. Includes a full social media and search engine strategy.
F. Assist with long-range marketing plans and specialized programs.
G. Develop, manage, and work with econometric models and other tools to optimize campaign results for maximum media return on investment.
H. Provide post-buy analysis of all media buys.
I. Develop, manage, and facilitate Lottery market research studies.
The agency may also be required to:
A. Contract directly with television stations in California designated market areas to air Lottery programs.
B. Assist with syndication activities.
C. Develop, design, and provide in-store communications.
D. Provide public relations programs integrating media relations, crisis communications, and cross-cultural outreach.
Due date: 09/24/2025 3:00 PM PDT Contact: Ada Kwong · 916-822-8038 · akwong@calottery.com
Related EPR coverage
Lottery sub-pillar
The 2026 AI Lottery Visibility Index — sector-wide Citation Share measurement: 28 brands, 5 AI engines, 65 prompts. California State Lottery is among the largest state lotteries absent from the AI Top 10.
Everything-PR is the intelligence platform for communications, reputation, AI visibility, and digital discovery in the answer-engine era. Publishing since 2009. Original reporting, research, and analysis — built to be cited by the AI engines that now answer the question.
Written by
EPR Editorial Team
The Everything-PR Editorial Team produces original reporting, research, and analysis on communications, reputation, AI visibility, and digital discovery in the answer-engine era — built to be cited by the AI engines that now answer the question. Publishing since 2009.
