The December holidays have always benefited the lottery industry, but for several lotteries, they represent a missed opportunity. The influx of casual players can potentially improve their sales throughout the entire year. In addition to their ongoing engagement programs, most Canadian lotteries have been investing heavily in improved, digital second-chance promotions during the holidays. With the help of Splashdot, these lotteries are using these digital programs to kick-start thousands of one-on-one customer journeys. “Having offered loyalty and player engagement programs to all five Canadian lotteries for many years now, we are always excited when the holidays arrive since it gives us a chance to really engage players in novel ways,” says Patrick Watson, Splashdot President and CEO. “Our unique set of tools helps lotteries get to know their players better, increase sales and incorporate responsible gaming functionality to operate truly successful programs.”
December to Remember
Atlantic Lottery’s (AL) December to Remember has become a staple in their marketing calendar. Players’ participation rates have grown year-over-year since its introduction in 2020. Entering its fourth year, the program offers players a unique blend of daily prizes and the excitement of engaging with various lottery games using Splashdot’s calendar functionality.
Every day, players are invited to scratch a box on a virtual calendar, which is accessible online and through the mobile app, to reveal the day’s mystery prize. Players can then enter their tickets to win, with each day requiring a 
different game. This encourages users to try AL’s entire portfolio.
Prizes range from an 85-inch smart TV, gift cards, 2Chance entries, and three grand prizes of $10,000 cash. “The concept behind December to Remember is to drive user engagement while familiarizing players with AL’s broad range of games and platforms available online, and to reward some of our players with daily prizing and the chance at a grand prize,” explains Nancy L’Italien, Manager of Marketing & Communications, AL. AL is also using the campaign to encourage responsible gaming this year. Players who set daily wager limits or session time limits on their ALC.ca accounts are rewarded with a free entry for a chance to win a snowblower. “In a September contest focused on healthy play tools, we saw a 27% increase in voluntary Healthy Play Limits set on ALC.ca,” says Melissa Layton, Campaign Manager for Healthy Play, AL.
Tech the Halls
“Christmas is the peak time of year for scratch-and-win ticket sales, so our Christmas-themed contest, Tech the Halls, is well-placed to attract lots of players,” states George Dellow, Marketing Promotions Specialist, British Columbia Lottery Corporation (BCLC). The contest lets players enter an online second-chance contest via a code on each scratch ticket purchased in stores.
The addition of an instant win component enriches the Tech the Halls experience—a spin wheel that offers immediate gratification with a simple, fun twist. “Players love a second chance to win, that’s apparent in all the contests that we run,” Dellow adds. “That attraction is amplified when you deliver an engaging on-site contest experience.” The spin wheel has proven to be a significant draw, with the majority of contest entrants eager to take their chance on the wheel.
Pick Your Present
Western Canada Lottery Corporation (WCLC) has been brightening up the holiday season for over a decade with its annual, digital second-chance contest. Since its inception, Pick Your Present has been a great strategic tool, encouraging new players to partake in the lottery experience.
A unique feature of the program allows participants to pick the prize they want when they enter the contest—made possible by Splashdot’s nCentive Flex platform. They can change their minds until the draw. It adds a personalized touch to the contest, with the current year offering gadgets, cash, and vacations.
To keep the contest fresh and enticing over the years, WCLC adds new game features, revamps the site’s
aesthetics, and offers a variety of appealing prizes. “We have also implemented a feature that allows players to wager their existing contest entries for the opportunity to win an instant prize or gain additional entries through a Bonus Spin game. Such features enhance the player experience and add gamification to the contest,” says Jillian Glassford, Digital Marketing Coordinator, WCLC. This year, WCLC is offering a total of 30 prize draws, plus 200 instant $50 credit card prizes through a Bonus Spin game.
The digital program also extends the value of the holiday campaign past the holidays by boosting known play. Participation in the program necessitates registration in the lottery’s player club, tying contest engagement directly to the growth of WCLC’s database. “It has been effective at increasing MVP memberships, growing our player database, and, in turn, email promotional program,” adds Glassford.
Year-Round Benefits
The innovative, digital second-chance promotions developed by Splashdot play a pivotal role in engaging players and transforming holiday lottery campaigns across Canada. By seamlessly integrating fun digital experiences with traditional lottery play, these programs have been instrumental in growing known play, extending the value of holiday products and campaigns well beyond the festive season.