reinventing core lottery games for the web generation. canadas atlantic lottery to launch...

Reinventing core lottery games for the web generation.

Canada’s Atlantic Lottery to launch location-based gaming.

Lottery is plateauing

Sales

Time 2012Good old days

Why?

- Young people are not playing.

Is it because young people have inherently changed?

??

?? ?

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…

to 1569

Good Queen Bess

Good Queen Bess

to 1569

1569

Jethro

Zach

2012

Typical 25 year olds of their time.

1569Now and

Finding a lottery retailer was hard for Jethro

Then2012

Now and

Then2012

Things are a lot easierfor Zach today

1569

1569Now and

Then2012

Hear ye!

Hear ye!Marketing and communication channels were quite different

Town crier

Sealed mail

service - SMS

Now and

Then20121569

SMS and Town Criers look very different to Zach today

Lulz

b there

in 3

1569Now and

Then2012

Jethro had a somewhat limited range of pastimes.

Now and

Then20121569

Zach now has a whole world of entertainment options

Including bizarrely

1569Now and

Then2012

Jethro had three purchasing options:

The auction.

“Convenience” store.

Opening hours:eleven till one

Three days a week

Roadside peddler

The mobile payment

option

Now and

Then20121569

Open

24

hours

Zach still has those same three options:

The auction.

Convenience store.

Roadside peddler

the app store

Buy it now!

1569Now and

Then2012

Jethro’s social scene.

Now that’s proper interaction!

Now and

Then20121569

Zach’s socialising looks a little different

Yay! There’s wifi in this bar!

1569Now and

Then2012

How did Jethro earn his lotto money?

Hard work!

Now and

Then20121569

Zach’s work is very different

Shhhh

(not really, he still toils in the fields all day!)

1569Now and

Then2012

How Elizabeth’s lottery looked to Jethro

Paper ticket

Low entry price

Random chance to win multiple prize tiers

Now and

Then20121569

And now for Zach… Paper ticket

Low entry price

Random chance to win multiple prize tiers

Less livestock

20121569But there must be a difference?!

Ahh yes – time to implementation!

Back in 1569 it took Elizabeth

a whole 3 years to implementher

And now...

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:

So what would a Lottery

invented in the 21st Century

look like??

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

That is exactly what ALC are launching on

April 27th

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

ALC is going to grab a younger audience, like the UK

We build games for Zac