The British Columbia Lottery Corporation (BCLC) has joined forces with Instant Win Gaming (IWG) to unveil an exciting addition to its offerings – Set for Life. This unique game is now accessible to players through both retail and online channels, offering them a chance to win an annuity prize that includes $1,000 per week for a remarkable 25 years. Set for Life is making its presence felt in British Columbia and Manitoba, providing a captivating cross-channel gaming experience to players.
A Seamless Cross-Channel Experience:
Set for Life’s digital counterpart, available on PlayNow.com, faithfully replicates the retail version of the game. In both formats, players have an opportunity to aim for the grand prize of $1,000 per week for a quarter of a century. This innovation showcases BCLC’s commitment to offering players engaging and entertaining omnichannel experiences, bridging the gap between the physical and online gaming realms.
Charlene Nielson, Director of Enterprise Games at BCLC, expressed her enthusiasm for the integration of one of their most beloved brands into the PlayNow.com platform. This strategic move reinforces BCLC’s vision to deliver exceptional gaming experiences and foster growth through cross-channel play.
Jason Lisiecki, EVP Global at IWG, emphasized their delight in collaborating with BCLC to introduce this popular retail brand to PlayNow.com. IWG, known for its track record in developing online adaptations of well-received scratch-off games, is dedicated to helping lotteries expand their player base and transition to the digital sphere.
BCLC’s Record-breaking Success:
BCLC has continued its impressive performance, achieving record net income of $1.64 billion for the last fiscal year, surpassing the previous record set in 2018/19 by $220 million. This accomplishment reinforces BCLC’s commitment to delivering substantial contributions to the province and the federal government, with $1.624 billion going to the Province and $12 million to the federal government. The notable increase in net income can be attributed to the opening of the new Cascades Casino Delta, enhancements to the Lotto 6/49 game, ongoing success with Lotto Max jackpot rolls, and the expansion of PlayNow.com to a third Canadian province.
NorthStar Gaming’s National Expansion:
In a parallel development, NorthStar Gaming is set to launch its online casino and sportsbook, NorthStar Bets, across Canada. Following its debut in Ontario in May 2022, the platform is now poised to become available nationally. NorthStar Gaming’s proactive approach is evident in its national advertising campaign, social media outreach, and event promotions, all under the catchy slogan, “That’s a Win.” Michael Moskowitz, Chair and CEO of NorthStar Gaming, expressed his confidence in understanding local consumers’ preferences better than international competitors, offering a premium and tailored gaming experience to the Canadian audience. This Canada-wide launch is expected to drive substantial growth in customer numbers and revenues for years to come.
The collaboration between BCLC and IWG to introduce Set for Life on PlayNow.com and the record-breaking success of BCLC in the last fiscal year underline the commitment to delivering exceptional gaming experiences and fostering growth. Concurrently, NorthStar Gaming’s expansion across Canada signals a new chapter in providing tailored online gaming and sports betting experiences to a national audience, setting the stage for future growth and success.