CHARLESTON, W.Va. – The West Virginia Lottery is launching a new digital platform to enable customers to make purchases on their mobile devices.

The platform, also provided by third-party partner NeoPollard Interactive (NPi), is called iPlay and allows lottery players to purchase drawing tickets and play e-instants at the touch of a button.

In addition to iPlay, the West Virginia Lottery is launching a new loyalty program called PlayOn. PlayOn and a more user-friendly website will be implemented to allow users to manage their accounts, keep up to date with news and check numbers. The website address remains wvlottery.com.

West Virginia Lottery Assistant Director Randy Burnside says the new options will benefit customers in several ways.

“It will be so fantastic to be able to conveniently make the purchases you want to make by hand, and if you go to the store at the same time, you will receive a reward for doing so,” Burnside said. “You will have the opportunity to win more money and different types of prizes through PlayOn.”

Burnside says they listened to feedback from customers that more mobile accessibility was needed.

“One of the biggest things we’ve heard a lot from our players is, ‘Hey, I want to be able to purchase my Power Ball tickets and my Mega Millions tickets on my phone,” Burnside said. “Until now, this wasn’t possible through the lottery, and now you have that opportunity.”

Burnside also says the additions are urgently needed as the current social climate shows more and more shopping platforms are going digital.

“We live in a cashless society, and I think when you look at the data you can see that people’s purchasing habits are changing,” Burnside said. “People don’t have as much cash in their wallets as they used to.”

While Burnside points out that the current era is a more “cashless” society, he pointed out that traditional retailers who sell lottery tickets and games are not left in the lurch.

With the launch of the iPlay platform, retailers can continue to expect customers as traditional, in-store purchased items have web codes that can often be used for additional cash prizes and second chance drawings, and users who prefer to shop in person can continue to benefit Do this and also benefit from the new digital programs.

Burnside says lottery retailers still play a big role.

“The data shows that launching a rewards program alongside your iLottery also leads to increased sales at your traditional brick-and-mortar stores,” Burnside said. “I think that with an omni-channel approach we get everyone’s buy-in.”

There will be synchronization between iPlay and PlayOn, meaning anyone who registers for an iPlay account will be registered with PlayOn.

The iPlay and PlayOn programs were officially launched on Thursday morning.