Since lottery games were introduced over 35 years ago, customer interests have evolved and technology has advanced considerably. Although about half the adult population of Ontario now plays the lottery on a regular basis, OLG’s current technology and its sales model could be improved to better meet the needs of its changing customer base.
At present, there are about 10,000 terminals across the province, but OLG’s current distribution and availability does not fully reflect the shopping patterns of most adults in Ontario, and the current terminal technology limits where and how lottery tickets can be sold.
OLG’s overall objective is to grow the total business by continuing to innovate and focus on traditional lottery retailers, as well as expanding new lottery sales options. Expansion will include multi-lane solutions for supermarket, drug stores, and big box retailers, and will continue to build on the strengths of the convenience store channel.
Private Sector Involvement
OLG is investigating opportunities to shift the day-to-day operation of its lottery network to a regulated private sector operator, and to expand its lottery distribution through new channels. The expansion of retail options for lottery sales will include the internet and mobile devices.
A private operator of the terminal network will have an incentive to work with all current retailers to save money and expand the services they provide with lottery ticket terminals.
Besides making lottery products more accessible, private sector participation in areas like new game design and investments in new technology, could help OLG deliver more engaging, innovative and efficient lottery options that are aligned with Ontario’s Responsible Gambling standards.
OLG, along with the AGCO and the OPP, will continue to protect players by ensuring that all lottery operations are legally compliant.