National lotteries in Canada retain large groups of loyal players who buy tickets every week attempting to win the main jackpot prize. But a new study by the Interprovincial Lottery Corporation, which oversees lottery and gambling organizations across Canada, finds Canadians in their 20s and early 30s are not interested in playing traditional lottery tickets.
Using research from the OLG, lottery chains found that only 13 percent of regular players in Ontario are under the age of 35. Young adults or millennials, seemingly have little interest in spending a few dollars on lottery tickets each week.
The Interprovincial Lottery Corp is working on a new lottery game, which appeals to the younger generation. The game will reportedly be similar to Lotto 649 or Lotto Max, requiring players to select numbers that, if correctly matching numbers drawn will win the grand prize up for grabs.
The organization is looking for a consultant or group of consultants who can research the millennial market to determine how the lottery can appeal to that generation. The request to find viable consultants also included a stern warning that failing to reach the millennial generation could spell the end of the lottery.
“The two national lottery products are experiencing historic levels of decline for the young adult demographic by anywhere from 8-31 per cent. If we do not attract younger players to play lottery games, over time the lottery business is at risk of decline.”
Part of the dilemma for Canada’s lottery sector is the emergence of online and video lottery or other methods of gambling, which greatly appeal to millennials who are more interested in modern technology. If the national lottery chains are to thrive in the future, the answer may be following a path similar to the digital market.