British Columbia Lottery Corporation (BCLC) and IWG Introduce Set for Life on PlayNow.com

This innovative offering, available both in retail and online, marks the debut of a B.C.-exclusive instant brand that includes an annuity prize.

Bridging Retail and Online Gaming

Set for Life’s eInstant version on PlayNow.com replicates the retail gaming experience, offering players a chance to win the top prize of $1,000 a week for 25 years. Online players can also select their preferred game skin, each featuring imagery reminiscent of the retail version.

Charlene Nielson, Director of Enterprise Games at BCLC, expressed excitement about leveraging popular retail brands to create engaging omnichannel experiences for players. She stated, “BCLC is excited to enhance its lottery business and drive greater growth through cross-channel play with one of its most beloved brands.”

“This is a great example of how we are leveraging our popular retail brands to create engaging and entertaining omnichannel experiences for our players.”

Expanding Reach and Product Mix

Set for Life is not limited to PlayNow.com in B.C.; it is also available in Manitoba, utilizing BCLC’s iGaming platform.

Jason Lisiecki, EVP Global at IWG, highlighted the importance of omnichannel eInstants in lotteries, stating “We have a long track record at developing online adaptations of popular scratch-off games, which help lotteries introduce retail players to the digital channel.”

IWG has launched over 70 titles with BCLC since their collaboration began in 2018, demonstrating a commitment to enhancing the gaming experience for players.