Most recently, the Ontario Lottery and Gaming Corporation has kicked off another campaign to promote lottery offerings to the younger Ontarian demographics. Titled “Find Your Possible” this new initiative tries to focus on financial freedom in a way to promote the iconic lottery game Lotto 6/49 which was just recently revamped to attract new audiences.
The OLG is the only regulated Ontario body to offer legal online and retail lottery products in the province. The Crown corporation takes great pride in promoting and offering its services in a fun but yet responsible way. This latest campaign by the OLG is one of the many that it’s focused on the positives of playing the lottery while also giving back to the Province of Ontario.
Engaging a Younger Audience
“Find Your Possible” features a video of a young couple stargazing in the night sky, which symbolizes financial freedom rather than a fixation on material goods. The purpose of the campaign is to make the lottery brand reverberate with a younger demographic that values financial freedom and tends to enjoy such spectacular landscapes and views instead of chasing physical things.
Yvonne Leung, director of marketing communications for the Crown agency commented that the strategy was always to explore the joys of Lotto 6/49, but now the focus shifts to one of possibilities and freedom. She said the Crown had a good run with its “Cloud 649” initiative, but it decided to step away from it due to fatigue and as a way to modernize the brand for its 40th anniversary.
The OLG launched the new and improved version of Lotto 6/49 in the middle of September 2022 and introduced its players to the new rules and payouts. The game now offers players a chance to win two multi-million-dollar prizes per ticket, the classic jackpot and the new Gold Ball jackpot. The cost per ticket remained at the usual CA$3.
Ms. Leung said that the Crown expects a new wave of jackpot chasers, but it also intends to connect better with a core group of dedicated regular players. She shared that the strategic focus is to drive further play frequency among loyalists, instead of generating net-new players. She also noted that the new game is modernized which should acquire some new younger players as well.
Revamping “My PlayBreak”
In September the OLG put more effort into protecting its lottery and gambling players. This was done by introducing an improved and rebranded self-exclusion version of its “My PlayBreak” program. Now, it offers more flexibility for patrons who intend to take a short or prolonged break from gambling and it is available online, at retail locations, and at charitable gaming centres.
The new version arrived with several features, such as defined, renewable terms lengths of 3 months, 6 months, 1 year, 2 years, 3 years, 4 years, and 5 years. There will be also the possibility of optional check-in calls from experts of the Responsible Gambling Council, which would provide more timely, effective, and relevant referrals to treatment and support services.
Source: Lombardo, Christopher “OLG hypes a bigger Lotto 6/49 in a new brand platform” Strategy Online, October 24, 2022