BCLC and IWG Introduce Set for Life on PlayNow.com, Bridging Retail and Online Play

British Columbia Lottery Corporation (BCLC) in collaboration with Instant Win Gaming (IWG) has launched Set for Life on PlayNow.com. This addition enhances the igaming arena by integrating a renowned retail brand into the online space, catering to both in-store and online players in British Columbia.

Set for Life holds the distinction of being the inaugural B.C.-exclusive instant brand to feature an annuity prize. Both online and retail versions present players with the enticing Set for Life grand prize of $1,000 weekly for a duration of 25 years. On the PlayNow.com platform, players are afforded the flexibility to select their preferred game skin, each echoing the imagery seen in its retail counterpart.

Currently, Set for Life can be accessed on PlayNow.com not just in B.C., but also in Manitoba, showcasing BCLC’s advanced igaming platform’s reach.

Understanding the importance of omni-channel eInstants in the igaming landscape, IWG emphasizes their capability to replicate the thrill of in-store games in a digital setting. By integrating Set for Life online, both BCLC and IWG take pride in transitioning a widely recognized retail brand to the digital realm, enabling players to potentially achieve their long-sought dreams. Since their collaboration commenced in 2018, over 70 titles have been rolled out by IWG in partnership with BCLC.

“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.”

“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.”

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