OLG debuts Instant Gold Pursuit lottery ad campaign

January 18, 2024
By
Leer en Español

The scratch ticket game offers 50 top prizes of $100,000.

Canadian advertising agency Taxi has teamed up with the Ontario Lottery and Gaming Corporation’s (OLG) on a new ad campaign called $25 Instant Gold Pursuit, according to a Little Black Book local news report.

During the next several months, the spots will air on television, as well as on out-of-home, digital, social and OLG-owned channels.

The instant ticket campaign combines a classic lottery draw concept with scratch tickets. Lottery tickets went on sale January 8.

With Instant Gold Pursuit, players have the chance to search for tickets that contain previously drawn winning numbers. The game offers 50 top prizes of $100,000.  

Taxi Executive Director further explained the concept by saying, “The idea of 50 winning tickets each worth $100,000 being out there in different stores across Ontario is pretty exciting.

“To capture that excitement, we thought it’d be a lot of fun to make people look differently at the stores they pass every day and tell them: that’s not a store, it’s a potential gold mine.” 

OLG VP Brand and Marketing Officer Maxine Chapman said collaborating on the campaign is a chance to offer players throughout the province access to quality lottery games.

She commented, "Our new take on a scratch and win ticket is really exciting and engaging for players, and so we wanted the campaign to match that feeling.

“The thrilling experience of hunting for gold really hit the mark. I’m excited to watch as, one by one, Ontarians find these golden tickets and bring home the win!” 

In other news, the OLG will have to decide which company will hold licensing for Caesars Windsor. Three heavy hitters have submitted applications for the chance to gain control over the casino’s blackjack tables and slot machines.

Up to now, Caesars Entertainment has held licensing to operate the casino. However, Bally’s Corp and Mohegan Gaming and Entertainment have shown interest in an operating license for Caesars Windsor.

State-by-State

Product Spotlight

Konami

Things get unruly in the company of some fleecy characters in the new Konami Gaming’s new Unwooly Riches slot series.
GA HUDDLE #089

Brian Uran - AI has shown casinos new ways to think about business

GA HUDDLE #088

Adam Wexler: PrizePicks almost went out of business during Covid - but now...

Roughly six years after speaking to Gambling Insider as an upcoming start-up, PrizePicks CEO Adam Wexler joins the Huddle to reflect on huge growth since - which almost ground to a halt during the Covid-19 pandemic.

We cover:

- Entrepreneurship, regulatory changes and the pandemic

- Offering a different customer experience and differentiating by product

- Fantasy sports being strong enough without sports betting

- Barriers to entry in the fantasy market

- Opposition from FanDuel and DraftKings

- Targets, plans and the Philippines

- US markets and the future of fantasy


Five years ago, before the mass proliferation of social media we see today – and even before the Covid-19 pandemic – I think you would be hard pressed to find a CEO talking about “Instagrammable moments.” KPIs w...

gga
The Global Gaming Awards: Looking ahead to 2024's ceremonies.
After more than a decade of celebrating gaming's best, Gaming America looks ahead to a bright 2024 for the Global Gaming Awards in the Americas and Asia-Pacific.
GA
From the top: The Indian Gaming Tradeshow & Convention
Tribal gaming is a uniquely American institution and all its uncommon attributes were on display this April at the Indian Gaming Tradeshow & Convention in Anaheim, California.
terre
Review: Terre Haute Casino Resort and Harrah's Hoosier Park Racing & Casino
Terre Haute Casino Resort vs. Harrah's Hoosier Park Racing & Casino, Gaming America's Laura Mack reviews each property.
andrew
Eureka Casino interview: CEO Andre Carrier on resort expansion
We spoke with returning guest, CEO Andre Carrier, about Eureka Casino Resort's expansion. He aims to not only change the look and feel of the casino, but to also build residential housing around it.