Reaching New Players Through Innovation
Gladys Primeau, Category Manager, Instant Games, British Columbia Lottery Corp.
Gladys Primeau, Category Manager for Instant Games at the British Columbia Lottery Corp., described two innovative games the Lottery tested. The first game, the $20 Bingo Party Pack, contained four bingo games designed for group play. It underperformed due to limited marketing. The second product, the $25 Concert of a Lifetime scratch ticket, offered players tickets to a highly anticipated concert. A robust marketing campaign involving media partnerships, influencers, and retail promotions generated significant buzz, leading to strong sales, increased brand awareness, and the engagement of new players.