Advertising and Media Agency

Agency:	Connecticut Lottery Corporation
State:	Connecticut
Type of Government:	State & Local
NAICS Category:	541810 - Advertising Agencies
Posted Date:	Dec 2, 2025
Due Date:	Jan 12, 2026
Solicitation No:	Proposal #CLC202511
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Advertising

& Media

Agency Services

REQUEST FOR PROPOSALS (“RFP”)

CLC202511

December 2, 2025

CONNECTICUT LOTTERY CORPORATION • 15 STERLING DRIVE • WALLINGFORD, CT 06492 • 860-713-2795

This document is subject to change.

Visit ctlottery.org for the most current information.

PART I. GENERAL INFORMATION

1.1 The Opportunity

The Connecticut Lottery Corporation (“CLC”), a quasi-public state agency, is seeking proposals (“Proposals”)

from qualified and reputable Advertising and Media Agency Services firms (“Proposers”) to provide:

(1) Creative, Advertising and Marketing Communication Services (“Creative Services”), and

(2) Media Planning and Buying Services (“Media Services”, and together with Creative

Services, “Services”).

This RFP will be conducted using a two (2) phased approach designed to identify qualified firms with the

strategic, creative, and operational capacity to meet CLC’s advertising and media objectives.

Proposers may submit a Proposal to provide one or both of the desired Services. For this reason, pricing must

be provided separately for (1) Creative, Advertising and Marketing Communications Services; and (2) Media

Planning and Buying Services.

Depending on the Proposals received, CLC may award two (2) separate contracts or one (1) contract for both

Services. Any Proposer selected through this RFP process (a “Successful Proposer”) will serve as a strategic

partner to CLC and will work in cooperation with the CLC Marketing team to plan, develop, and execute

impactful, innovative, and effective advertising, marketing, and media programs that advance CLC’s strategic

initiatives and maximize net revenues to the State of Connecticut’s General Fund.

The anticipated initial term of any resulting contract from this RFP is three (3) years. CLC will have the sole

option to extend the contract for up to two (2) additional years, in one or more extensions or increments, under

the same terms and conditions except for pricing, which shall be negotiated at the time of the extension.

This RFP does not constitute a contract, an offer to contract, or a commitment to award. It does not obligate

CLC to make an award, enter into negotiations, or reimburse any costs incurred in connection with this

solicitation. Unless and until a written contract is signed by CLC and a Successful Proposer, CLC shall have no

obligations. All contract negotiations and related discussions will be conducted exclusively with the Proposer(s)

selected for preliminary award by CLC.

1.2 Two Phases

This RFP is being issued by CLC in two (2) distinct phases.

A. Phase I: In Phase I, any Proposer must submit a Capabilities Proposal (“Phase I Proposal”) describing their

qualifications, experience, and relevant expertise in accordance with Section 3.6(B). Phase I Proposals

must be submitted by the Phase I Proposal Deadline specified in Section 3.1. Proposers should submit

only a Phase I Proposal at this time. Proposers should not submit a Phase II Proposal as part of their

initial response.

The purpose of Phase I is to allow CLC to gain a clear understanding of each Proposer, including its:

• Organizational structure and team composition;

• Strategic and creative approach to integrated advertising and media planning;

• Understanding of responsible gaming principles;

• Ability to manage large-scale, multi-channel campaigns effectively and efficiently; and

• Experience in lottery, gaming, entertainment, or comparable consumer markets.

Following a review of all Phase I Proposals, CLC will, in its sole discretion and in the best interest of CLC,

invite certain Proposers (not more than five (5) Proposers in each of the two (2) desired Services) to

submit detailed Phase II Proposals for further consideration.

B. Phase II: In Phase II, invited Proposers will submit detailed Technical and Price Proposals (“Phase II

Proposals”) providing information that expands on their experience and qualifications to provide

comprehensive insight into their capabilities and approach in accordance with Section 3.6(C). Phase II

Proposals must be submitted by the Phase II Proposal Deadline specified in Section 3.1.

CLC may, at its discretion, require presentations from some or all invited Proposers during Phase II.

Presentations must be delivered by key personnel who would be directly assigned to CLC’s account.

Unless otherwise specified by CLC, presentations will take place at each presenting Proposer’s office

location. CLC will coordinate with invited Proposers to schedule presentation sessions and provide

additional instructions regarding format, duration, and any required materials.

Refer to Part III for RFP schedule and Proposal submission and content requirements.

1.3 CLC Overview

CLC’s mission is to generate revenue for the State of Connecticut in an entrepreneurial manner by operating a

fair, transparent, and socially responsible lottery. We are committed to integrity, public trust, and creating an

entertaining player experience while promoting responsible gaming.

Since lottery game sales began in 1972, CLC has contributed more than $12 billion to state programs and

awarded over $23 billion in prizes to winners. Central to this success is CLC’s strong partnership with its network

of approximately 2,800 licensed retailers, including convenience stores, grocery stores, bars, restaurants, and

other community-based businesses. For purposes of this RFP, CLC’s Fiscal Year (“FY”) is defined as July 1

through June 30. CLC's FY 2024 highlights include:

• Sales revenue from lottery games and sports betting reached almost $1.7 billion.

• Players won more than $1.1 billion in prizes.

• CLC returned approximately $387 million to Connecticut’s General Fund, providing critical funding for

essential services such as education, public health, public safety, and libraries that strengthen

communities across the state.

• Retailers collectively earned $85 million in commissions.

A. CLC Brands

1. Scratch Games - CLC creates and distributes approximately 40 to 45 scratch games each year,

with price points ranging from $1 to $50. New scratch games launch on the first Tuesday of each

month, ensuring that players can immediately access the newest ticket offerings as they are

launched. CLC’s goal is to maintain a fresh, engaging, and diverse product mix by offering a wide

variety of theme-based games that appeal to varied player interests.

2. Draw Games - CLC’s current draw game portfolio includes Play3, Play4, Lotto!, Cash5, KENO, Lucky

For Life®, Mega Millions®, and Powerball®. Tickets are generated from lottery terminals, either

through retailer-assisted counter sales or self-service vending machines, for specific drawings as

selected by players. Starting July 2024, players can also purchase tickets online via CLC’s website or

mobile application for all draw games listed above (online play is referred to as “iLottery”).

3. Fast Play Games - Fast Play games offer players the immediacy of an instant win experience

combined with the convenience of on-demand printing at any CLC retailer terminal or self-service

vending machine. There are no numbers to select, no playslips to complete, no waiting for a

scheduled drawing. CLC offers two types of Fast Play games:

a. Progressive Jackpot Games – A family of games at different price points that share the

same name, appearance and playstyle and contribute to a progressive jackpot, which

resets to a minimum value after the jackpot is won.

b. Set Top Prize Games – Standalone games that feature fixed top prizes.

Both game types are available in a variety of playstyles, themes, and price points, designed to

engage a broad range of players.

4. 2nd Chance – Select scratch games marked with the 2nd Chance logo offer players an additional

opportunity to win prizes by entering their non-winning tickets into promotional drawings. Players

create a 2nd Chance account through the website or mobile app, where they can opt in to receive

CRM messaging from CLC, and then submit their eligible tickets for entries into 2nd Chance

promotions.

In FY 2024, CLC launched four (4) 2nd Chance scratch games. In FY 2024, we had:

• Approximately 339,00 total entries for all games.

• Approximately 24,000 active players.

• Approximately 309,00 total registered players.

In FY 2025, CLC launched eight (8) 2nd Chance scratch games. In FY 2025, we had:

• Approximately1,502,000 total entries for all games.

• Approximately 98,000 active players.

• Approximately 918,000 total registered players.

5. Sports Betting - In October of 2021, CLC and its partner Rush Street Interactive launched the

PlaySugarHouse.com online sportsbook, and together with Sportech, open the state’s first non-

tribal retail sportsbook at Sports Haven, in New Haven.

In FY 2024, CLC transitioned its sports betting operations to FBG Enterprises Connecticut, LLC

(“Fanatics Betting & Gaming” or “Fanatics”), launching the new partnership in December 2023.

Fanatics Betting and Gaming re-branded CLC’s existing brick-and-mortar sports betting facilities

throughout the state as Fanatics Sportsbooks and operates its Fanatics Sportsbook online platform

that extends the reach of sports betting opportunities across Connecticut.

There are currently twelve (12) Fanatics Sportsbook sports betting locations statewide. Successful

Proposer(s) will be responsible for limited creative and media planning and buying for the Total

Mortgage Arena Sports Bar & Fanatics Sportsbook and the Fanatics Sportsbook at PeoplesBank

Arena in support of key sporting events, such as the start of the football season, Super Bowl,

March Madness, and other initiatives as identified by CLC.

6. Responsible Gaming - CLC is committed to promoting responsible gaming and minimizing the

potential harm associated with lottery play and sports betting and aligns its efforts with the

standards of the North American and State Provincial Lotteries (“NASPL”) and World Lottery

Association (“WLA”) Responsible Gaming Framework. CLC’s key initiatives include:

This page summarizes the opportunity, including an overview and a preview of the attached documents.

Advertising and Media Agency

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