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Reinventing core lottery games for the web generation. Canadas Atlantic Lottery to launch location-based gaming.

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Presentation on theme: "Reinventing core lottery games for the web generation. Canadas Atlantic Lottery to launch location-based gaming."— Presentation transcript:

1 Reinventing core lottery games for the web generation. Canadas Atlantic Lottery to launch location-based gaming.

2 Lottery is plateauing Sales Time 2012 Good old days

3 Why? - Young people are not playing. Is it because young people have inherently changed? ? ? ? ? ?

4 No! - lottery is hardwired into us the way that lottery is accessed and positioned has not kept pace with how young people consume and access their entertainment. But…

5 to 1569 Good Queen Bess

6 to 1569

7 1569 Jethro Zach 2012 Typical 25 year olds of their time.

8 1569 Now and Finding a lottery retailer was hard for Jethro Then 2012

9 Now and Then 2012 Things are a lot easier for Zach today 1569

10 Now and Then 2012 Hear ye! Marketing and communication channels were quite different Town crier Sealed mail service - SMS

11 Now and Then SMS and Town Criers look very different to Zach today Lulz b there in 3

12 1569 Now and Then 2012 Jethro had a somewhat limited range of pastimes.

13 Now and Then Zach now has a whole world of entertainment options Including bizarrely

14 1569 Now and Then 2012 Jethro had three purchasing options: The auction. Convenience store. Opening hours: eleven till one Three days a week Roadside peddler The mobile payment option

15 Now and Then Open 24 hours Zach still has those same three options: The auction. Convenience store. Roadside peddler the app store Buy it now!

16 1569 Now and Then 2012 Jethros social scene. Now that s proper interaction!

17 Now and Then Zachs socialising looks a little different Yay! There s wifi in this bar!

18 1569 Now and Then 2012 How did Jethro earn his lotto money? Hard work!

19 Now and Then Zachs work is very different Shhhh (not really, he still toils in the fields all day!)

20 1569 Now and Then 2012 How Elizabeths lottery looked to Jethro Paper ticket Low entry price Random chance to win multiple prize tiers

21 Now and Then And now for Zach… Paper ticket Low entry price Random chance to win multiple prize tiers Less livestock

22 But there must be a difference?!

23 Ahh yes – time to implementation! Back in 1569 it took Elizabeth a whole 3 years to implement her And now...

24 There is a massive opportunity to unlock this Dormant Demographic by updating their lottery experience in line with everything else in their lives …the point to my silly tale:

25 So what would a Lottery invented in the 21st Century look like??

26 1.Retain the key features that have worked for centuries: Low entry price Random chance to win a range of prizes 2.Convenient – play where they want, when they want and Multi-Channel – retail, mobile, internet 3.Interactive/customisable - like Farmville 4.Social – like

27 That is exactly what ALC are launching on April 27th

28 1.Retain the key features that have worked for centuries: Low entry price just 25c per daily draw Chance to win prizes between $1 and $250,000 2.Convenient – the game is Multi-Channel 3.Interactive/customisable - like Farmville for lottery replaces numbers with places you own + personalise 4.Social – In-built group play - GeoGroups integration, communication channels

29 ALC is going to grab a younger audience, like the UK We build games for Zac


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