Become a NEW Retailer!

Getting in on the fun and profit of being a Wisconsin Lottery retailer has never been easier! Just fill in the form below and we'll mail you a retailer application packet.

Did you know ...

  • Lottery customers spend more per visit, and visit more frequently than non-lottery customers.
  • Lottery products rank among the highest turning products in both the convenience and grocery trades in Wisconsin.  Higher turns and a frequently refreshed product line translate into higher gross revenues per SKU than any other key impulse category.*
  • The retailer commission, combined with the Retailer Performance Program (RPP), provide retailers the opportunity to add to their bottom line with a product that is both fun and in demand by our players.

* Source: Wisconsin Lottery Comparative Retail Sales Analysis Study. MarketVision Research, 1998.

If you have questions about becoming a Lottery Retailer please take a moment and check out our Frequently Asked Questions page for answers.


Original Retailer Application (Download PDF file) - All of the forms are required for a store owner to become a first-time Lottery retailer.

Send a print out of the completed, signed forms to:
Attn: Retailer Contract Assistant
P.O. Box 8941
Madison, WI 53708-8941

Or you can fill in an online form and have these materials sent to you.