BCLC and IWG Launch Set for Life Online: Creating an Omnichannel Experience With Popular Retail Brand

British Columbia Lottery Corporation (BCLC) and Instant Win Gaming (IWG) are pleased to announce the launch of Set for Life on PlayNow. Now available to players both in retail and online, Set for Life is the first B.C.-only instant brand that incorporates an annuity prize.

The eInstant PlayNow 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 favorite 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,” said Charlene Nielson, Director of Enterprise Games at BCLC. “This is a great example of how we are leveraging our popular retail brands to create engaging and entertaining omnichannel experiences for our players.”

Set for Life is now available on PlayNow in B.C. as well as Manitoba, which leverages BCLC’s industry-leading iGaming platform.

“We are delighted to be working with BCLC to bring this popular retail brand to PlayNow.com,” said Jason Lisiecki, EVP Global at IWG. “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. With Set for Life, BCLC and IWG are proud to bring the popular retail brand to the online space, giving players the chance to win big and live the life they’ve always dreamed. IWG has launched over 70 titles with BCLC since the go-live in 2018.