Have you noticed how many lottery ads there are, and how many are encouraging us to move online versus move you to Main Street?
OLG online is like walking into a candy store after running a marathon. Compelling slogans like 'Imagine the Freedom', wets your appetite, and then your reason to believe and seduce is the Big Prize Money. There is a game for everyone - lottery, sports betting and even casino games.
Kudos to OLG and the LCBO and their state monopoly for this brilliant strategy at capturing the consumer in their LazyBoys. When you have no one in your category to compete with then go after other businesses that chase the consumer's hard-earned discretionary dollars.
Think about these 5 benefits:
You don't burn calories.
You don't visit Main Street.
It's like paying taxes twice.
You don't have to say hello.
For example, I no longer have to visit my local Convenience Store Operator who is desperate for the traffic that lottery drives, given the decline in newspapers and tobacco sales. Yes, the convenience store, who can't sell beer or wine, who is struggling to make ends meet, and often stays open 24 hours a day for when I need them.
And since I never have to leave home for my lottery, I won't be tempted to visit a shop or restaurant on Main Street that creates vibrancy in my neighbourhood and employs locally. Just board them up.
And even better I don't wear out my shoes, or have to get out of my zoom wear, burn unnecessary calories, run into some neighbour who wants to say hello, or thankfully tear my kids away from their screens and teach them some social skills.
And lottery players, speaking of a winning strategy. Imagine if the name of every person in Ontario was put in a hat. (14 million) and one name is pulled. That is your odds of winning Lotto Max. It's no wonder the grand prize rolls over every week.
Kudos again to the lottery folks. Instead of a draw where there is a guaranteed winner, this one requires mathematical improbability. In doing so the prize is often not won, and as it grows, so does the fever, the players and the tickets purchased. Sweetest business ever!
I wonder if automatic payroll deduction for the lottery is next? And I also wonder what percentage of social assistance dollars gets returned as lottery sales, given the desperation of many who are marginalized?
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