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The natural life history of a lottery: the importance of large wins in the establishment and survival of a lottery

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  • Nigel E. Turner
  • Peter L. Ferentzy

Abstract

Historically, governments have often used lotteries as an alternative form of revenue generation. In this paper, we examine the life history of the Canadian Lotto 649 by examining sales figures from the lifespan of this popular lottery product. The examination of the early days of the lottery revealed the importance of large jackpots in establishing the lottery. Over time, competition and small jackpots were associated with a drop in ticket sales. An increase in the price of the tickets in 2004 resulted in a decrease in the number of tickets actually sold, an increase in the size of the jackpot and an increase in revenue. The results of this study highlight the importance of large jackpots in establishing, maintaining, and revitalising this lottery product.

Suggested Citation

  • Nigel E. Turner & Peter L. Ferentzy, 2010. "The natural life history of a lottery: the importance of large wins in the establishment and survival of a lottery," International Gambling Studies, Taylor & Francis Journals, vol. 10(1), pages 19-30, April.
    • Handle: RePEc:taf:intgms:v:10:y:2010:i:1:p:19-30
    DOI: 10.1080/14459790903437492
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