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