OLG trying to appeal to youth, but it won't work: Experts

A file photo shows a Lotto Max ticket from July 2010. (QMI Agency)

A file photo shows a Lotto Max ticket from July 2010. (QMI Agency)

Hank Daniszewski, The London Free Press

, Last Updated: 5:38 PM ET

LONDON, Ont. — Ontario's lottery bosses hope to hit the jackpot in their bid to get young people involved in gambling. Are they on the right track? Don't bet on it, two experts say.

Lotto Max and 6/49 may someday join fax machines and Beanie Babies on the trash heap of history, say June Cotte, a marketing professor at the Ivey School of Business, and Carmi Levy, a London-based tech expert.

Just 13% of weekly lottery players are under 25, while 42% are over 55.

Lottery ticket sales to younger people have sunk so low, provincial lottery corporations are hiring a consultant to come up with new games and strategies to appeal to the key 18-34 demographic, also known as millennials.

The consultant is expected to hold "face-to-face brainstorming sessions" to come up with a game millennials will play.

But Cotte said younger people appreciate the astronomic odds of winning a lottery jackpot.


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