Celebrating its golden anniversary, Western Canada Lottery Corp. is looking ahead to major branding and technology initiatives to propel it into the next 50 years.
By Kevin van Egdom, Director, External & Stakeholder Relations, WCLC
Published December 17, 2024
Since its founding in April 1974, Western Canada Lottery Corporation (WCLC) has brought a wide range of lottery products to players across an expansive operating region covering the Canadian Prairie provinces and Northern territories. Headquartered in Winnipeg, Manitoba, WCLC continues its mission of managing and operating lottery games as a fundraiser for the six governments in its jurisdiction.
Originally called the Western Canada Lottery Foundation, WCLC launched its first games in June 1974, with Alberta, British Columbia, Manitoba, and Saskatchewan as members of the partnership. Although British Columbia withdrew in 1985 to form its own lottery agency, the remaining provinces along with Canada’s three territories, continue to benefit from this unique operating model.
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This structure, with WCLC conducting and managing lottery games on behalf of multiple provincial stakeholders, allows WCLC to bring lottery games to all six participating regions in a cost-effective way. “By making the most of our model, we can avoid duplicating costs and activities, streamline decision-making, and deliver lower expenses and higher profits for our members,” explains Paul Erickson, WCLC’s President and CEO.
To put the scale of WCLC’s operations into perspective, the region has a total population of 7.7 million and spans 5.9 million square kilometers (2.3 million square miles). This geographic area is larger than Texas, California, Ontario and Québec combined. Despite this vast area, WCLC and its partners effectively manage lottery services across diverse and sometimes remote locations.
Alberta is by far the largest WCLC member province by population, with about 4.9 million residents, and its sales percentage falls right in line – about 65% of both population and sales come from Alberta. Manitoba and Saskatchewan each have about 16% of population and sales, and the three northern territories combined account for the remainder.
Collaboration is not limited to just organizations within the region but extends across Canada. Through the Interprovincial Lottery Corporation (ILC), WCLC works together with the four other regional lottery organizations across the country. Together, the five regions offer national draw games like Lotto Max, Daily Grand and the now 42-year-old Lotto 6/49, along with multi-region scratch products. This cooperation across the country allows WCLC to offer its players the benefits of games and jackpots that would not be possible with only the regional player base (the national Lotto 6/49 can grow to $68 million, and Lotto Max to $80 million).
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The numbers tell the story of the impressive contributions WCLC has made within its borders over the last half-century. In that time, WCLC’s sales have topped $38 billion, with winners taking home more than $19 billion. In addition, the corporation paid more than $2.5 billion in commissions to retailers and returned $13.4 billion in net profits to the provincial and territorial governments for whom WCLC operates its products.
Like every government lottery, it is the governments that decide how lottery revenues are allocated. The difference for WCLC is simply the number of governments that benefit. As a non-profit organization, WCLC sends revenue back to its members, and each government determines the priority programs and services that those lottery dollars support.
Among the three provinces in the partnership, Alberta and Manitoba allocate the proceeds to programs and services in each province, including things like health care, education, and community services. Meanwhile, since 1974 Saskatchewan has earmarked lottery revenues to be used as a dedicated fundraiser to support amateur sport, culture, and recreation groups across the province.
WCLC’s Collaborative Framework
Though WCLC’s operating model is distinctive, its goals are consistent with those of other government lotteries. WCLC is dedicated to offering entertaining and engaging lottery products that generate important revenue for the government (or, in WCLC’s case, governments) and beneficiaries on whose behalf it works. In most of the region, WCLC is accountable to government ministers; Saskatchewan has established a Crown corporation in Lotteries and Gaming Saskatchewan (LGS) to provide management oversight of commercial gaming, including lottery.
Under the terms of the partnership with the provinces, WCLC is responsible for developing, managing and distributing lotteries within its borders. This responsibility extends across the entire lifecycle of lottery products, from designing new games and their prize structures, to system programming and maintenance, ticket production, draw management and prize payments. The corporation also develops, manages and fields corporate marketing and advertising campaigns to support its products.
WCLC works closely with organizations within each province (PO, for “provincial organizations”) on the coordination of lottery operations. These provincial organizations are:
Alberta Gaming, Liquor & Cannabis Commission (AGLC)
Sask Lotteries
Manitoba Liquor & Lotteries
Lotteries Yukon
Northwest Territories & Nunavut Lotteries
Collaboration is at the heart of WCLC’s operations. Across all functions and departments, team members from WCLC and the provincial organizations work together at all levels to achieve their common goals. Erickson sums up the common theme through WCLC’s activities with its PO partners: “Collaboration is integrated into everything we do. Even given our separate responsibilities in the business, we are all pulling in the same direction to offer engaging lottery products and responsibly generate revenue. At the end of the day, our different perspectives are a source of strength.”
Though WCLC and the provincial organizations have many distinct responsibilities, there are many areas where they work closely together. For instance, while the POs manage the recruitment and governance of the 5,000 retailers selling lottery tickets, WCLC supports these retailers by providing tickets, lottery terminal and peripheral equipment, and point-of-sale materials through the POs’ distribution networks. WCLC also operates a retailer contact center for product and technical support, and coordinates equipment dispatches and repairs with the POs.
Similarly, while the provinces are accountable for responsible gambling (RG) programs, WCLC integrates RG and problem gambling considerations and messaging into product development, advertising, and player-facing communications.
By contrast, WCLC is responsible for paying prizes, including those that cannot be processed at retail. Still, it is a role in which the provincial organizations help to facilitate, given the logistics of paying prizes to winners across such a vast geographic area. WCLC operates its claim center at the Winnipeg head office, but Alberta and Saskatchewan manage their own remote/satellite prize offices for in-person claims. The Northern territories also recently launched prize office services in their offices in Whitehorse, Yukon, and Yellowknife, Northwest Territories, enabling easier large prize claims for residents in the North. Staff in these satellite offices welcome and assist winners, with WCLC managing the back-end verification, processing, and final prize payments.
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A Full Game Portfolio
WCLC’s portfolio spans three main product lines: Draw-Based Games (DBG), Scratch & Win, and Sports. Together, these products comprise a blend of national and regional games tailored to meet the preferences of players across the region.
Draw-Based Games form the core of WCLC’s portfolio. As a member of the ILC along with the other four lottery corporations across Canada, WCLC offers three national draw games within the region – Lotto Max, Lotto 6/49, and Daily Grand. In addition, regional DBG games like Western Max, Western 649 (regional versions of the national products), Pick 2, 3 and 4, Poker Lotto, Keno, and the newly introduced Lightning Lotto, provide further draw game options for WCLC players. Extra, a $1 add-on spiel game, is available with most DBG products, offering an additional chance to win up to $250,000.
Along with the retail network, most of WCLC’s draw games are available online to players throughout the regions on one or more platforms, including the organization’s own Lotto Spot app and Subscription Spot website.
Players in Alberta and Manitoba have additional online options. In 2013, Manitoba Liquor & Lotteries began offering lotteries on their PlayNow Manitoba iGaming site, and AGLC added WCLC products to their Play Alberta site in 2021. Both platforms integrate with WCLC’s central gaming system to provide players with access to national and regional WCLC games.
Scratch & Win games add another layer of variety to WCLC’s portfolio. National scratch games offered in conjunction with other Canadian lotteries offer larger top prizes, while regional options are cycled into the market regularly. In an average year, WCLC launches about 70 scratch games at price points ranging from $1 to $100. Due to their popularity as stocking stuffers, a sizable portion of those new tickets are timed around the winter holidays. “The Christmas and holiday season is our busiest time for Scratch & Win,” Erickson says. “These games bring fun and excitement to adults looking for entertainment, especially during the festive season. As part of our commitment to responsible play, we promote campaigns reminding players that lottery products are only for adults 18 and up.”
In recent years, a new game type called “Scratch, Watch & Win” was introduced in the region under the game names Big Spin, The Bigger Spin and Plinko. These games offer engaging in-store experiences and live game-show-style events for top prize winners where they unveil their final prize amounts.
For the most part, Scratch & Win games are offered across the entire WCLC region. But there are exceptions, and opportunities for WCLC to work individually with each of the POs on a single-province ticket. For example, $3 Bingo scratch games are offered throughout the region, but only players in Alberta will find a $2 Bingo scratch ticket (called Only in Alberta Bingo). In 2024, Alberta also offered Cleopatra, a Scratch & Win game that cross-promotes an online slot game offered on Play Alberta; a similar game – Lucky Larry’s Lobstermania – is coming soon in Manitoba. And this year, with Sask Lotteries celebrating its own 50th anniversary, the scratch game Only in Sask launched in Saskatchewan.
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Sport Select is WCLC’s dedicated sports lottery product line, available at retail locations across the region since 1995. In late 2021, WCLC relaunched Sport Select to include dynamic odds, more available sports and leagues, and futures and novelty betting. The relaunch also included a responsive website where players can make their selections, create their digital bet slip online, and “skip the slip” by bringing the QR code generated into retailers to complete their purchase.
With changes to Canada’s Criminal Code allowing provinces and their authorized operators to offer single-event betting, WCLC’s Sport Select became the first sports lottery product in Canada to offer single-event wagers at brick-and-mortar locations.
Under the Sport Select banner, players can place wagers on individual games, events, and props, as well as participate in Pools—where they predict the outcomes of multiple games for a chance to win or share the prize pool. Futures betting allows players to make longer-term bets on outcomes like championship games, major events, and even awards shows. This wide range of options provides a comprehensive and engaging retail sports betting experience for players throughout Western Canada.
Challenges and Product Diversification
Combined, most sales across WCLC’s region come from DBG products – with about half of those sales generated by the three national games. WCLC’s performance remains highly profitable and has maintained growth over time. However, the prominence of draw-based games in the portfolio presents challenges in predicting sales for a given year.
That variability in jackpot games is a challenge for every lottery that offers them. Given the large proportion of big jackpot products in WCLC’s portfolio, the organization continues to look for ways to expand and diversify the regional slate of games. The introduction of instant games like The Big Spin, The Bigger Spin, and Plinko has been one approach. Similarly, “Watch & Win” games like Poker Lotto and Lightning Lotto – draw-based games that show results through an animated display at the moment of purchase – have proven popular with players in the region.
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Spot-On Branding
As it enters its second half-century, WCLC is working to redefine its brand. With technology driving new games and platforms, WCLC aims to create a unified, player-centric identity that extends beyond individual game brands.
That vision is embodied in Lotto Spot.
The term "Lotto Spot" was first introduced during a refresh of the retail sales identity, replacing the more cumbersome “Lottery Ticket Centre.” The word “spot” became synonymous with a destination for lottery players, inspiring its expansion beyond retail. In 2020, the Lotto Spot app was launched, offering features like a ticket checker, ticket builder and other tools to enhance the player experience.
In late 2024, WCLC refreshed the Lotto Spot logo and brand identity. The updates introduced a cleaner color palette and modernized typography. These changes ensure the brand remains familiar and recognizable while also contributing to WCLC’s vision of a unified and player-friendly experience, both in-store and online. “Lotto Spot has evolved from a retail identity into a single touchpoint that connects players to our games, locations and services,” Erickson says. “It represents a place – both physical and virtual – where lottery players can engage with our products in a way that feels approachable, recognizable and player-focused.”
What began as a visual identity for retail locations has grown into a comprehensive brand representing a single point of contact for lottery players. Lotto Spot is now the hub where Western Canadians can dream big, play responsibly, and stay connected to WCLC’s evolving portfolio.
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All About Modernization
The branding and digital developments WCLC is driving forward are all part of an ongoing modernization project, with a significant technology investment that will set WCLC up for future evolution and growth.
The first initiative in this project is the launch of a new iLottery platform, marking a significant change for WCLC, internally and for players. This transformation includes building a dedicated new business unit to support the platform, underscoring their commitment to evolving with the changing needs of players. The iLottery platform will deliver a seamless and unified experience, integrating the currently separate Subscription Spot website and Lotto Spot app with lottery and sports product sites. It will enable the addition of draw games, eInstant games, and new digital and bi-channel products, supporting WCLC’s goal of building a healthy and sustainable player base.
Following the digital platform modernization comes the replacement of eight-year-old retail terminals and peripherals throughout the region. This project will go a long way towards supporting the critical retail channel of 5,000 locations across the jurisdiction.
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Self-service terminals are generating significant interest across Canadian lotteries, with some regions already beginning to explore their potential. As part of WCLC’s commitment to modernize retail offerings, the upcoming terminal procurement will include a pilot to test next-generation self-service across retail product lines. “Our goal – rooted in our core values – is to be agile and innovative, which helps us continue to evolve and stay relevant in a changing world,” says Erickson. “By responsibly offering products that are relevant and engaging for our players and ensuring they can be played and purchased in the right channels, we will continue to provide sustainable revenue for our member provinces.”
As WCLC looks to the next 50 years, its focus remains on innovation and collaboration with partners and stakeholders. This month’s head office relocation, along with plans to refresh the brand, enhance digital access, and equip retailers with modern tools, demonstrates a commitment to building for the future. These ongoing efforts will ensure lottery players across Western Canada and the North continue to enjoy exciting and responsible gaming experiences for years to come.
