Loto-Québec: Mise-o-jeu

This case study describes how Loto-Quebec, the government service in charge of all lottery products in Quebec, expanded its Mise-o-jeu product by making it easily accessible and appealing to millennials.

Loto-Québec: Mise-o-jeu

Saint Jacques Vallée Y&RLoto-Québec

Situation analysis

Overall assessment

In Québec, all lottery products are under Loto-Québec, a government service. Therefore, all products are basically without competition. Even so, back in 2012, the lottery industry had started to change drastically: online gambling sites began to multiply at a rapid pace, changing the rules of the game as they were – given their format - accessible to all. Online poker was also a huge game changer with the important popularity of the game and ability to convert gamblers.

Customer's behaviour too had started to change. With so many new...

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