In partnership with Splashdot, Atlantic Lottery is once again leading the charge in digital innovation with its new Jackpot family of Scratch’N Win tickets. A first of its kind in Canada, the products feature additional opportunities to win a progressive jackpot of up to $1 million hosted within AL’s 2Chance contest website.
“We are very excited to be able to attach an online prize to a retail product,” said Merrill Fullerton, manager of eCommerce growth for Atlantic Lottery. “This is a concept that drives a lot of our online players to retail, which helps our retail partners, plus it will also migrate many of our retail players into a digitally known status.”
The Jackpot family of tickets has three purchase options at $5, $10 and $20, with instant top prizes of $100,000, $500,000 and $1 million, respectively. However, each ticket also provides additional entries to the online progressive jackpot. That jackpot grows each time a player enters their Jackpot ticket into 2Chance.
“AL is an extremely rewarding client to collaborate with,” said Scott McWilliam, vice-president of sales and marketing with Splashdot. “They are always looking for new ways to reward their loyal customers with clever and engaging second-chance promotions. Creating a program with a progressive jackpot was just the latest challenge issued to our loyalty and customer engagement team.”
2Chance is an Atlantic Lottery contest that gives players a second chance to turn winning and nonwinning purchases into cash and prizes in monthly draws. Players who enter their Jackpot tickets into 2Chance will increase the progressive jackpot portion of the game, but also receive their regular 2Chance entries for cash and prizes, a contest AL players know and love.
Each Jackpot ticket entered in 2Chance grows the jackpot as follows:
• $5 tickets grow the jackpot by $1 and the player earns 1 Jackpot entry
• $10 tickets grow the jackpot by $2 and the player earns 2 Jackpot entries
• $20 tickets grow the jackpot by $4 and the player earns 4 Jackpot entries.
The online Jackpot contest plays out over three four-month periods. The jackpot will grow until it reaches $1 million or until a designated draw date, whichever happens first. Following each draw, the jackpot is reset and starts growing all over again. To keep players engaged and excitement levels high, a live counter is displayed on AL’s website and the 2Chance contest site, showing the progressive jackpot in real-time.
Play must have an alc.ca account to participate in the online contest, which helps grow AL’s customer database and deepen its relationship with customers.
“Roughly 20% of AL’s player base is currently in known play status,” McWilliam said. “That figure keeps growing, and AL continues to strengthen its position against unregulated competition in the region.”
The Jackpot family concept also establishes new ways for AL to deliver life-changing prizes on its scratch products.
“In the scratch world, it is difficult for smaller lotteries like us to support a lot of big top prizes without a lot of risk,” Fullerton said. “This concept helps extend the life of the product and allows us to provide big prizing that we wouldn’t be able to do with a typical product.”
The Jackpot family of Scratch’N Win tickets launched on April 7, 2021.