NHL LOTTO Product Development

Developed a new Watch & Win game for the Ontario Lottery and Gaming Corporation (OLG). The game utilized new technology by using the in-store Consumer Display Unit (CDU) to project animated game play (see video below) .

The game was designed to reach new market segments. It was specifically intended for fans of the National Hockey League who did not play PRO-LINE regularly. Game play looked to tap into the tribal nature of team fans. Consumers were able to choose their favourite team and integrate it into their lottery purchase. 

Project responsibilities included ideation, research, contract negotiation, internal buy-in and cross-functional team escalation. Game refinement required extensive testing of play mechanics, product names and prizing structure. Research groups included hockey fans, lottery players and retailers. 

The game launched in October 2014 with annual sales of $30 million. It was the first lottery partnership in the history of the National Hockey League.