British Columbia Lottery Corporation (BCLC) has joined forces with Instant Win Gaming (IWG) to launch Set for Life online via its PlayNow.com platform.
Previously a retail-only brand, Set for Life has now been mirrored to replicate the retail experience and enable online players to choose from a variety of game skins, each featuring imagery found on the physical version of the game.
IWG has launched over 70 titles with BCLC since the go-live in 2018, with the former regarding omni-channel eInstants as ‘an important part of a lottery product’s mix’.
Jason Lisiecki, EVP Global at IWG, commented: “We are delighted to be working with BCLC to bring this popular retail brand to PlayNow.com.
“We have a long track record at developing online adaptations of popular scratch off games, which help lotteries introduce retail players to the digital channel.”
Set for Life is the first BC-only instant brand that incorporates an annuity prize, with both versions now set to offer the top prize of $1,000-a-week.
The game is now available on PlayNow.com in BC as well as Manitoba, which leverages BCLC’s igaming platform.
“BCLC is excited to enhance its lottery business and drive greater growth through cross-channel play with one of its most beloved brands,” added Charlene Nielson, Director of Enterprise Games at BCLC.
“This is a great example of how we are leveraging our popular retail brands to create engaging and entertaining omni-channel experiences for our players.”
Elsewhere, BCLC recently unveiled a new sports betting ad on PlayNow.com designed to reduce intimidation when using the platform.