Brad Wiebe, VP, Marketing Products & Operations, WCLC, provided the background on the upcoming launch of Canada’s newest national bloc lotto.
“We have jackpot volatility in Canada too. And it impacts our consistency of our sales. So we were looking for a third game in our portfolio that would deliver C$100 million in net incremental profit. And we wanted to turn regular players into core players, getting them to play weekly,” Wiebe said.
Wiebe said the first step in starting this project was finding a really good third party facilitator to guide the group. Then building a strong lottery team that is not focused on one area. It is also important to have consumers inject their own thoughts at different various points along the product development path.
“We are really good at being experts at what we currently know. But there is always one or two ideas that … they don’t know how to make a lottery but they have personal interests and they know what engages them. You are always building on the information you get from them,” Wiebe said. Finally, it is necessary to do research on the different ideas you create at various points in the process.
After a few months of work, Daily Grand was settled on. The top prize features C$1,000 a month for life. “It really resonated with people,” Wiebe said. The game will go on sale October 18, 2016.
