OLG reports that, based on the figures in its annual report, there’s been a sharp drop in sales of Lotto Max and Lotto 6/49tickets. Additionally, there’s been a drop (albeit a smaller one) in sales of scratch-and-win tickets, All totaled, for the 2014-15 fiscalyear the lottery revenues from Ontario Lotteries and Gambling sales were $259.7 million lower than expected.
The corporation’sannual report was made public last month. OLG explains the slump by saying that winners won jackpots more frequently than expected which prevented the prizes from going up each week. The jackpot prizes didn’t reach the high levels that attract huge ticket sales and the ripple effect caused the drop in sales. The report says that there was a“a marked reduction in the number ofhighervalue jackpot draws.” For example, Lotto Max hit the $50 million mark only nine times in 2014/2015. That compares to hitting the $50 million mark 17 times in 2013/2014.
Sales of Lotto 6/49 and Lotto Max dropped $167.5 millionfrom theprevious fiscal year, a drop of11.9 per cent. There are implications for the province of Ontario as well. For the 2014-2015 fiscal year the Lotteries and Gaming Corporationpaid $2.043billion to the province which is 1.6 percent less than the $2.077 billion that they paid in 2013-2014.
The report reads, in part, “Lottery performance for fiscal 2014-15 was negatively impactedby fewer rolls for Lotto Max and Lotto 6/49. Customers tend to wager less when the jackpot is at or near its base level.”OLG says that ticket sales increase during what it calls “rolls.” Rolls involve stretches of time when jackpots are not wonand therefore increase in size, giving players the hope of winning bigger and better prizes.
Demographics
The “demographic challenge”is also a factor in the decrease in OLG revenues. Studies show that millennials don’t buy lottery tickets like older members of the population. “Even though about 45 per cent of adult Ontariansplay the lottery regularly, only seven per cent of adults under 35 years of age play the lottery at least once a week,” says the report.
Solutions
For OLG, one possible solution may involve making it easier to buy lottery tickets. That would mean an overhaul of the existing technology. The report explains that “OLG’scurrent terminal technology limitswhere paper-based lottery tickets can be sold and is not suited to adapt to current shopping patterns.” OLGwants to expandticket sales to what it calls “multi-lane retailers, such as supermarketsand big box stores where lottery tickets can be purchased at multiple checkouts.”
Private Company Management
Ontario is reviewing its options as well. One option involves picking a private company to run day-to-day operations and to modernize the system. The Ontario Lottery and Gaming Corp. is accepting proposals from service providers who are prepared to expand sales and update the lottery technology used to sell lottery tickets. The corporation feels that it’s time to move forward and that there are unexplored options for lottery sales beyond convenience and grocery stores.
On official commented that “We’re also looking at multi-lane channels, so instead of waiting for one cashier that has a lottery terminal, why not have it on PIN pads like debit machines?”
OLG would like to see on-line purchases of Lotto 6-49 and Lotto Max tickets and a mobile app that would enable mobile access. “If you have the technology, if you have the wherewithal, come do it for us and we’ll take a portion of the revenue and you’ll get a cut of it, and we’ll be able to give the province more money after all this is said and done,” an OLG spokesman said, estimating that the upgrade would cost approximately $500 million. The computer terminals used to sell lottery tickets would need to be updated and the fibre optic cables that link the terminals would need to be updated as well.
The hope is that, with these modernizations, the ticket sales will again increase.
Other Ontario Gambling Options
Ontario residents also have the opportunity to play for real money prizes at any of the freemarket casinos that operate in Canada. The freemarket casino venues offer hundreds of the top-ranked casino games with easy access by mobile or PC.
There are a wide range of freemarket gambling choices, ranging from playing for free in the casino’s Free Mode or playing for real money prizes in the Real Mode. Once you start playing you are entitled to collect bonus promotions that expand your payouts even more. There are bonuses for new players via the New Player Bonus and bonuses for veteran players via the Loyalty Points package.
The Freemarket casinos also run periodic contests and draws which increase the excitement and increase the opportunities to add payouts to the regular game wins.
One of the main reasons that so many Canadians are turning to freemarket casinos involves the casino’s easy digital banking alternatives. Whereas playing at OLG or any of the other Canadian provincial gambling authorities can only be accomplished through Canadian banking institutions, playing for real money at a fremarket casino is facilitated via evoucher or ewallet cards, echecks and credit debit cards. The freemarket casinos also interface with direct and wire deposits from Canadian banks.
With all of these gaming choices, Canadians have a wide selection when it comes to enjoying fun-filled, exciting, real money gambling entertainment.
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