Ken Schulzke, VP, Strategy & Advertising, WCLC, put the spotlight on the Canadian lotteries’ jackpot management system with “Keep Calm and Make Your Own Luck.” Schulzke explained that lotteries can “force luck by scheduling luck.” Jackpot management allows lotteries to capitalize on timing and provide a reason to play.” The Canadian lotteries can accelerate a jackpot to get to a marquee jackpot sooner.
“Large jackpots are the lifeblood of lotto. But luck can be fickle. There is such a thing as too much of a good thing. It is hard to manage shareholders expectations. The player base erodes during jackpot droughts,” stressed Schulzke. He estimated C$400 million or 10% of sales are due to jackpot management.