British Columbia Lottery Corporation (BCLC) and Instant Win Gaming (IWG) have launched Set for Life on PlayNow.com. Now available to players both in retail and online, Set for Life is the first BC-only instant brand that incorporates an annuity prize.
The eInstant PlayNow.com version of the gameplay mirrors the retail experience, as both offer the Set for Life top prize of $1,000 a week for 25 years. Online, players can choose their favourite game skin, with each featuring imagery found on the retail version of the game.
“BCLC is excited to enhance its lottery business and drive greater growth through cross-channel play with one of its most beloved brands,” says Charlene Nielson, Director of Enterprise Games at BCLC.
“This is a great example of how we leverage our popular retail brands to create engaging and entertaining omnichannel experiences for our players.”
Jason Lisiecki, EVP Global at IWG, adds: “We are delighted to be working with BCLC to bring this popular retail brand to PlayNow.com
“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 sees omni-channel eInstants as an important part of a lottery’s product mix, allowing players to experience the same excitement of retail games in the online environment.