I was driving to work today and I noticed the $50 million Lotto Max sign. If you’re not familiar with this lottery, it’s one of the biggest jackpots in British Columbia. When the Lotto Max hits $50 million for two consecutive weeks, new $1 million jackpots called Max Millions are added to the draw.
I’m not much of a gambler but I occasionally buy lottery tickets especially when the Lotto Max hits $50 million. There is this small part of me that clings to the fantasy of winning a big jackpot and using it to finance the items on my bucket list. (If you don’t have a bucket list, check out bucketlist.org for an awesome tool for creating your bucket list.
This got me thinking about how technology is increasing the accessibility of lotteries. I remember the days when the only places you could buy lottery tickets was at the grocery store or at a gas station.
As technology has advanced, so have the innovative ideas of lottery marketers. Utilizing the online medium, companies now offer a wide number of options to participate in lottery games. In addition to being able to buy your lottery tickets online as well on your mobile device, you can also catch the latest numbers from recent draws. Websites such as lottery.net offers comprehensive mobile applications and news regarding draws from all around the world. With updates every 90 seconds, websites such as this will soon replace the need to catch your winning numbers on traditional media such as television, radio and newspapers.
As a marketer, two thoughts come to mind. If the goal of the lottery company is to attract a younger demographic and expand their target audience, I believe leveraging online and mobile technology is a smart strategic decision However, the investment really needs to be measured in terms of whether accessibility via online and mobile media has actually increased participation numbers overall in lottery games.
How about you? Do you purchase lottery tickets online? If so, what is your motivation for selecting that medium?
I’ll leave you with this interesting article about how casinos and other gambling companies are tailoring their marketing to millenials.
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