Manitoba Lottery Bets on Smaller Prizes to Win Over Younger Players

Manitoba's lottery officials are changing their strategy in hopes of attracting younger adults who rarely buy lottery tickets. Instead of focusing only on massive jackpots, they're highlighting more realistic prizes that feel within reach.

What's Changing?

• Lotto Max now offers multiple $100,000 prizes in every draw.
• The game's top jackpot has also increased from $80 million to $90 million.
• New scratch ticket ads promote a $50,000 top prize with relatable messages like imagining a stress-free grocery trip.

Lottery officials believe many younger adults connect more with winning enough to ease everyday financial pressure than dreaming about becoming an overnight millionaire.

Why Younger Adults Aren't Playing

Experts say today's economy has changed the way younger people think about money. With rising living costs, many are focused on paying rent, covering bills, or enjoying a little more financial freedom instead of chasing life-changing jackpots.

A recent Lotto Max campaign even featured Winnipeg influencer Reese Ketler asking people what they would do with $100,000, suggesting that the prize could create freedom rather than simply buy more things.

Convenience Matters Too

Another challenge is how younger consumers spend their time. Traditional lottery games require buying a ticket and waiting for the draw, while many younger adults are used to instant results through mobile apps and digital entertainment.

Research from the Western Canada Lottery Corporation found that about half of adults aged 35 and older purchased a lottery product within the last six months. Among adults 18 to 35, that number dropped to 42%.

To stay competitive, the lottery is upgrading its online app to make buying tickets easier and better suited to modern users.

Competition Has Changed

Researchers say younger adults haven't stopped taking risks—they've simply shifted toward faster, more convenient options such as sports betting and cryptocurrency, both of which are easily accessible from a smartphone.

Traditional lottery players, on the other hand, tend to be loyal customers who buy the same games regularly.

Longtime Players Keep Coming Back

Winnipeg grocery store owner Satish Abbi has sold lottery tickets for decades and says many of his regular customers purchase the exact same tickets every time they visit. Some have even become millionaires over the years.

Even though he admits the odds of winning are slim, Abbi still buys lottery tickets himself.

"I'm probably not going to win, but I still play. It's the only bad habit I have," he joked.

Lottery Revenue Feeling the Impact

The shift in player habits is already affecting Manitoba's lottery business. Net income from lottery sales fell 13.4% during the 2024-25 fiscal year, dropping to just over $39 million.

Since lottery profits go to the provincial government through Manitoba Liquor & Lotteries, attracting a new generation of players has become an important goal. By promoting attainable prizes and improving the digital experience, lottery officials hope younger adults will be more willing to give it a try.