KENO is one of the Ohio Lottery’s top games but showed ample opportunity to expand its reach. We identified unique social attributes of the game that needed to be further leveraged to attract new audiences. By identifying these unique play factors, we were able to align those elements to audience drivers within the Ohio Lottery player segmentation. We revealed two new audiences that showed potential for driving KENO growth given their play motivations and how KENO benefits could be communicated to tap into those drivers. Working with Agency AfterMath, we leveraged these insights to create 2 versions of targeted ads, each aimed to reach a specific audience segment dialing up the benefits of the game that relate most to that segment. The media plan for each version was also tailored to create the greatest impact specifically targeting the audiences based on demographic and psychographic data.