Final Thoughts and Potential Opportunities
Leger’s lottery research spans much more than the highlights presented here, but six key issues should be at the forefront of the Canadian provincial lotteries and their partners in this ever-evolving marketplace.
1. Canada, similar to the United States, appears to be falling behind in developing effective methods with which to engage three key growth groups; Millennials, non-players and lapsed players. The industry as a whole should examine more closely whether social media is being used effectively enough to communicate online and regular lottery play.
2. One potential way to close this gap with non and lapsed players is the opportunity to provide lottery tickets at the front-end checkout lane in a grocery store. Based on Leger’s research, this potential lottery sales avenue resonates with more than half of Canadians, specifically Loto-Quebec and Ontario players, as well as the key group of lapsed players and light spenders. Big box stores and dollar stores could also be examined at as potential lottery outlets. However, grocery checkouts appear to have the highest potential.
3. Different jackpot amounts trigger different responses across the provinces. The individual provincial lotteries should be creative with their Lotto Max and Lotto 6/49 messaging, as $50-million-plus plays heavier in Quebec, Ontario and Western Canada than the other provinces. Based upon research in the USA, lottery needs to remain at the forefront of people’s minds in their daily lives. Any lottery news in the mass media is usually seen as good news!
4. Western Canada has the greatest potential among the five provinces to both increase playership and future likelihood to play. One of the key factors that could help drive this is the fact that a prize level of “$1,000 per day for life” is preferred to a “$7 million lump-sum win” in Western Canada.
5. There appears to be a sizeable opportunity to expand the education of online ticket purchase availability, in a number of the key provinces.
6. Finally, putting aside the notable difference in the cost of the ticket, the elephant in the lottery room still appears to be one burning question: How can Canadian lotteries differentiate Lotto 6/49 and Lotto Max enough to entice players to cross play more regularly?
The survey was conducted by Leger, with 1,529 respondents, 18 years of age or older, among the Canadian population from May 29 through May 31, 2017. Data was balanced and weighted to statistically represent the country by age, gender, region, education and kids in the HH based on the Canadian Census. Based on this sample size, the results carry a margin of error of approximately ± 2.1% at the 90% confidence level.
Simon Jaworski is President, Leger (USA). Simon has conducted lottery and gaming research for 22 of the 44 U.S. State Lotteries, and in 14 different countries, while his company Leger has conducted lottery and gaming studies across Canada, and owns the largest and most accurate consumer panel in Canada. For more information, contact Simon at email@example.com or 609-558-1019.