Canadian Lotteries to Target Younger Lotto Players
Canada's provincial lottery agencies have banded together to put their thinking caps on, in a joint effort to find ways to tap into the under-35s consumer market.
Dwindling ticket sales amongst players in the 18 - 34 year old bracket means that that lotteries need to come up with new products and marketing schemes in order to attract a generation that is not buying nearly as many tickets as their parents.
According to a spokeswoman for the Western Canada Lottery Corp, Andrea Marantz, "We know that this young adult demographic has changed and that the kinds of games we're offering the big lotto games are not necessarily as appealing to today's younger adults."
Marantz said that the lottery is just like any other kind of consumer product and that lottery agencies needed to expend effort into research and development in order to keep products relevant.
Lottery Consultants Sought
The Interprovincial Lottery Corp, representing all territorial and provincial lottery agencies in Canada, has launched a search for consultants who are able to think up new and interesting ideas that will tap into the under-35 market. More specifically, the corporation is looking for a game that is similar to the hugely popular Lotto 6/49.
The consultant will lead sessions where the objective will be to come up with a a "new, national lottery game that will be attractive to the 18 - 34 year old player base."
In addition, the winning consultant will be required to analyze and understand research that was undertaken to understand the lower number of players in this age group.
Sharp Under-35 Lottery Sale Decline
Statistics around the country indicate the same thing: the decline is sharp among under-35 year olds.
The Ontario Lottery and Gaming Corp, for example, showed that only 13% of those who bought lotto tickets once a week where under the age of 35.
The average age of a player who buys a ticket once a week is 52.
The request for proposals to act as a lottery consultant to the Interprovincial Lottery Corporation states:
"The two national lottery products (Lotto 6-49 and Lotto Max) are experiencing historic levels of decline for the young adult demographic ... by anywhere from 8-31 per cent."
"If we do not attract younger players ... to play lottery games, over time the lottery business is at risk of decline."
