Veronica Varhaug, Manager, Lottery Marketing at B.C. Lottery Corp., discussed the Lotto Express project. “It is an integrated in-lane lottery solution targeting light and casual lottery players by intercepting them on their current path to purchase at high traffic multilane retailers,” said Varhaug.
She said the player strategy is to “interrupt path to purchase, trigger more regular play and provide relevant messaging.” Sales solely consist of Lotto Max and Lotto 649 and Extra side games. Varhaug said “40% of lottery revenues are driven by these brands.”
Currently, there are three primary supermarket chains in Canada. Varhaug said “92% of our target visit these locations weekly.”