OLG launched several unique Lottery Retailer Initiatives in the last year and half that have provided increased commissions on the sale of a variety of lottery products. In January 2021, in what may be an industry first, OLG launched the “Support Local” initiative that returned all profits to retailers for three months’ worth of sales on the new Instant Plinko game. Based on the success of the initiative, other programs quickly followed for such games as Lightning Lotto and Instant Top Up. The commission increase on these products ranged from 10% to 30%.
A similar initiative started in March 2022. OLG planned to give all the profits from the sales of $3 Instant Crossword and $3 Instant Bingo for four weeks. “However, we received such positive results in just the first few days of the initiative, that we extended this program, for a total of eight weeks,” Vanessa Theoret, Senior Director, Retail Sales & Account Management, OLG, said. “This initiative was designed to thank our valued lottery retail partners for their hard work.”
Approximately C$6.6 million in additional commissions is expected to be paid to retailers throughout the duration of this incentive program.