9Rooftops Retains Pennsylvania Lottery as Agency of Record Relationship Celebrates 20 Years



9Rooftops, an integrated marketing agency known for breakthrough creative that gets results, announced the continuation of its agency-of-record relationship with the Pennsylvania (PA) Lottery after a competitive review. The two organizations have worked together in various forms for the last two decades. The new contract calls for 9Rooftops to elevate the Pennsylvania Lottery statewide with a focus on creating fully integrated marketing campaigns that highlight the Lottery’s key mission of proceeds going back into the communities to support older Pennsylvanians.

“We’ve been honored and grateful for our role in helping the Pennsylvania Lottery succeed and grow. Each year we strive to be an indispensable partner, continuously and fearlessly fulfilling the Lottery’s objectives. We are proud of the value we’ve delivered through our integrated services, innovative thinking and data-driven research,” Kevin Meany, CEO of 9Rooftops, said.

“9Rooftops was selected after a competitive procurement, including a careful evaluation of responsive proposals. We believe 9Rooftops is uniquely qualified to help our Lottery evolve in a complex marketing environment so that the PA Lottery can continue generating vital funds our seniors rely on each day. These funds help seniors with property tax and rent rebates, transportation, meals and prescription assistance, among many other critical programs and services,” Lottery Executive Director Drew Svitko said.

Some of the highlights of the relationship include:

  • Creating and activating the Lottery Love Brand Campaign in 2022 to commemorate the Lottery’s 50th anniversary. The campaign celebrates self-expression and encourages an emotional connection from Pennsylvanians inviting them to “express their love for the lottery”.
  • Creating and introducing Gus, the CGI character, which quickly became a beloved brand asset and a prominent feature for Scratch-Off games.
  • Developing the Lottery’s social media platforms to extend engagement via Facebook and Instagram.
  • Promoting the launch of the PA Lottery Online gaming platform, which helped modernize the Lottery and generate new funds to benefit older Pennsylvanians.

Key goals of upcoming campaigns are to help the Lottery reach the next generation of players and continue to generate funding for programs that benefit older Pennsylvanians across the state.

9Rooftops Senior Vice President and Group Account Director Stephen Smith said: “As a consultant, creator, producer, trailblazer and friend of the Pennsylvania Lottery for over 20 years, we’ve been privileged to grow with our partners through every challenge and celebration along the way. We have a clear, detailed and expert perspective on the current and emerging landscape and are thrilled to continue helping the Pennsylvania Lottery achieve its goals. Moreover, as we have done, we will continue to provide ongoing and detailed insights that help the Pennsylvania Lottery grow in an environment of unprecedented competition.”

Zoltán is a self-taught publisher and events organizer who has developed several brands and services that have increased the notoriety of his company within multi-billion dollar industries. In 2018, he has become a TEDx speaker and talked about reputation management in the digital era. As Co-Founder of HIPTHER Agency, Zoltan has helped develop highly respected online news portals, virtual and in-person conferences that cater to multiple industries on 5 continents. Among the developed brands and services you can find online news portals that cover several tech industries, gaming, blockchain, fintech, artificial intelligence, and more. In parallel, the company has built a portfolio of annually organized boutique-style conferences in Europe and North America. All the events organized by his company focus on bringing a wealth of information about the latest innovation in several industries such as Entertainment, Technology, Gaming and Gambling, Blockchain, Artificial Intelligence, Fintech, Quantum Technology, Legal Cannabis, Health and Lifestyle, VR/AR, eSports and many more. Zoltan enjoys writing articles on all portals owned by the HIPTHER Agency, talking at conferences, hosting the weekly HIPTHER Talks Podcast, and loves spending time with his family. Zoltan is a duathlete who enjoys training for different international competitions which include running and cycling.