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

October 18, 2023 | Lottery Sales

Vancouver, B.C., October 17, 2023 – British Columbia Lottery Corporation (BCLC) and Instant Win Gaming (IWG) are pleased to announce the launch of Set for Life on PlayNow.com. 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.com 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.com 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.

For more information, please contact:

BCLC Media Relations



About BCLC /  bclc.com

BCLC, the British Columbia Lottery Corporation, is a social purpose company offering lottery, casinos, sports-betting and online gambling, and has proudly conducted and managed responsible gambling entertainment that generates income to benefit British Columbians. Since 1985, more than $28 billion in net income has been delivered to the province to support B.C. communities, provincial programs and services.

About IWG  (InstantWinGaming.com)

IWG is the world leader in supplying digital e-Instant and instant win games to WLA and NASPL-member lotteries. It has 20 years’ experience of making top selling, high quality games and the strategic know how to make them work.

Each year, IWG develops more than 300 new InstantGames for its global base of lottery customers. Its games consistently perform at the highest level, engaging and retaining players while driving superior sales results. It has the knowledge to deliver winning game portfolios, and the experience to make them grow.

IWG delivers an end-to-end solution covering all aspects of e-Instant development and portfolio management. The Company’s InstantRGS (remote game server) delivers its content in multiple regulated jurisdictions from data centers in the US, Canada, UK, and Gibraltar. It has a broad library available via its InstantRGS with games covering many proven themes and mechanics that can be developed into an ideal offering for a partner’s eInstant and/or instant win program.


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