AUTHOR
Jessica Halter Powell
Jessica Halter Powell is a 30-year marketing veteran, having worked in every facet of the gaming category, including state lotteries, Las Vegas megaresorts, riverboat casinos, and tribal gaming properties. As head of Ignite Player Marketing Services at NeoPollard Interactive, she oversees acquisition and retention marketing for some of the fastest-growing iLotteries in the United States. She has also worked with such notable industry leaders as IGT (working on behalf of the Illinois and Hoosier Lotteries) and several MGM Resorts International properties such as the Bellagio and Monte Carlo Resort & Casino.
Jessica has authored numerous whitepapers and articles, including “Leveraging Player Emotions to Create Draw Game Innovation,” “Changing Hearts & Minds: A New Model for Data and Insight Integration,” and “Beyond Myopic Marketing.” She has also been quoted as an industry expert in such publications as Advertising Age and DMNews. Her first foray into the gaming industry came in 1993 when she interned for the campaign team that successfully passed a statewide referendum legalizing riverboat gaming in her home state of Missouri.
Personal website: jessicahpowell.com
Jessica Halter Powell featured in "Women in iGaming: Celebrating 80+ Industry Leaders Shaping the Future of iGaming"
This feature highlights women operating at every level of the industry, each bringing their own experience, perspective and expertise to the table.
New Book Explores Why Lottery Industry Faces An Uncertain Future
‘More Than Luck’ by Jessica Halter Powell sounds the alarm and cites ‘saboteurs’
Chicago 2025: Bringing iLottery to WV’s Winning Hand with Danielle Snidow, West Virginia Lottery, and Jessica Powell, NeoPollard Interactive
Danielle Snidow, Deputy Director of Marketing, West Virginia Lottery, and Jessica Powell, Head of Ignite Player Marketing, NeoPollard Interactive, shared how West Virginia Lottery executed a bold, all-in-one-day iLottery launch that included eInstants, draw games, a loyalty program, and a new app. The strategy prioritized player trust, brand continuity, and omnichannel marketing to compete with 13 iGaming platforms already in the state.
PLAYER RETENTION AS WELL AS NEW PLAYER ACQUISITION
In the scope of lottery industry history, iLottery spans just a short period of time. So you will pardon the iLottery states if this new-ish brand of game has kept them juggling many balls, acting like ducks on water (calm on top, flurry of activity under water), busy as beavers. Pick your “really busy” idiom and it fits.
Three people that taught me how to use LinkedIn
Jessica Halter Powell featured at Business and Policy Capstone
Today, SEMO alumna Jessica Halter Powell spoke to our Business Policy and Strategy senior capstone students about how the gaming industry is booming and offering a multitude of career opportunities. With 30 years of experience, including roles at NeoPollard Interactive, IGT, and MGM Resorts, Jessica shared her insights into this thriving industry. Thanks, Jessica, for inspiring the next generation of business leaders! 🎮💼
Future of iLottery
