In a move that aims to bridge the gap between retail and online gaming, the British Columbia Lottery Corporation (BCLC) and Instant Win Gaming (IWG) have announced the launch of Set for Life on PlayNow.com.
This launch marks the introduction of an omnichannel experience for the BC-only instant brand, which includes an annuity prize feature.
Set for Life, a retail brand, is now accessible to players in both retail outlets and online.
The eInstant version of the game on PlayNow.com replicates the retail experience, allowing online players to choose from a variety of game skins, each featuring imagery reminiscent of the physical retail game.
Charlene Nielson, Director of Enterprise Games at BCLC, expressed the organisation's enthusiasm for the development: "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."
Notably, Set for Life is now available not only in BC but also in Manitoba via BCLC's iGaming platform.
Jason Lisiecki, EVP Global at IWG, shared his thoughts on this collaborative endeavour: "We are delighted to be working with BCLC to bring this popular retail brand to PlayNow.com. We have a long track record in developing online adaptations of popular scratch-off games, which help lotteries introduce retail players to the digital channel."
With Set for Life, BCLC and IWG have extended the retail brand into the online space, providing players with the opportunity to win prizes through online play. This partnership is an extension of the collaboration that began in 2018, resulting in the launch of over 70 titles with BCLC.
