On Tuesday, October 17, 2023, British Columbia Lottery Corporation announced that the popular retail offering Set for Life will be now available to customers online. By teaming up with leading eInstant provider, Instant Win Gaming, the Crown agency now offers the product on its PlayNow.com. The game is the only instant brand to offer an annuity prize.
BCLC is a social purpose corporation providing lottery, sports betting, and internet gambling while conducting and managing responsible gambling for a better British Columbia. Since its launch in 1985, the Crown agency has provided more than CA$28 billion in net income to the province to support local communities, provincial programs, services, and other initiatives.
Available in Retail and Online Forms
The digital version of Set for Life is now accessible on the Crown’s regulated iGaming platform, PlayNow. Its digital form resembles the retail experiences, as both variants offer a top prize of CA$1,000 a week for the next 25 years. Players of the platform are also able to select their preferred game skin, as each includes imagery found on the retail version of the game.
Charlene Nielson, Director of Enterprise Games at BCLC shared the Crown was pleased to bolster its lottery services and drive greater growth via cross-channel play with one of the most popular offerings. In her words, this was a tremendous instance of how BCLC leveraged its popular retail brands to produce captivating omnichannel experiences for its players.
Set for Life online is now accessible on PlayNow, not only in B.C. but Manitoba as well, which users BCLC’s iGaming platform. Meanwhile, Jason Lisiecki, EVP Global at IWG expressed satisfaction over working with BCLC on the product. He added that the supplier had a strong record of developing online adaptations of popular scratch-off games, helping lotteries.
IWG believes omni-channel eInstants are a crucial part of its lottery offerings, as it allows players to experience the same excitement of retail products online. With the launch of Set for Life both parties are eager to bring the game to the online sector, giving players the chance to win big and live their life as they always dreamed of.
Since their first partnership in 2018, IWG has debuted over 70 titles with BCLC. For instance, in December 2021, BCLC adopted the lottery supplier’s innovative mechanic InstantReplay™ on Winning Tree making it the first Canadian entity to debut it. The feature gives players a second chance to win while playing eInstants online.
Partnering with OLG as Well
IWG is also a partner to other Canadian lotteries including the Ontario Lottery and Gaming Corporation. In October last year, the two inked a collaboration allowing OLG to incorporate its first e-Instant games in Ontario. However, that is not all, as the partnership also saw the provider integrate its InstantJackpot and InstantLink technologies with the Crown.
Source: “BCLC and IWG launch Set for Life online: creating an omnichannel experience with popular retail brand” World Lottery Association, October 17, 2023
