The Crown corporation that operates lottery sales in Manitoba is adjusting its approach after a decline in revenue and changes in who buys lottery tickets.
Province sees drop in lottery net income
Manitoba Liquor & Lotteries recorded a 13.4 per cent decline in net income from lottery sales in the 2024-25 fiscal year, bringing proceeds to just over $39 million. The Western Canada Lottery Corporation continues to manage and operate national games while the provincial Crown receives the profits.
Participation falls among younger adults
Research cited by the lottery organizations shows participation varies sharply by age. About half of adults aged 35 and older reported purchasing a lottery product in the previous six months, compared with 42 per cent of people aged 18 to 35.
“They’re not always looking at the big outcome, the big jackpot, the big yacht. They’re looking at things like paying the rent, how am I going to afford to grab dinner?”
The comment above came from Efram Lebovits, a consultant whose firm has worked with lottery organizations. He framed the shift in expectations for younger adults amid a high cost-of-living environment.
Smaller prizes, more achievable wins
In response to changing preferences, lottery operators are emphasising products with smaller, more frequent prizes. The idea is to present attainable outcomes that better match short-term financial concerns, rather than the traditional focus on very large jackpots.
- Smaller, more frequent prizes are being promoted to younger adults.
- Provincial revenue from lottery sales has declined, affecting Crown coffers.
- National game managers (Western Canada Lottery Corporation) remain responsible for operations; the province receives profits through Manitoba Liquor & Lotteries.
Context and local impact
Lottery profits fund a variety of provincial programs and services, so a sustained drop in net income has budgetary implications. Manitoba officials and industry partners are monitoring consumer trends and product performance as they consider marketing and game-structure changes aimed at boosting participation while staying within regulatory and responsible-gambling frameworks.
| Measure | Value |
|---|---|
| 2024-25 lottery net income (Manitoba) | Just over $39 million |
| Year-over-year change | Down 13.4% |
| Adults 35+ who bought lottery product (past 6 months) | About 50% |
| Adults 18–35 who bought lottery product (past 6 months) | 42% |
Officials have not announced specific new games for Manitoba but the relaunch of national products has emphasised more accessible prize structures. Any changes at the provincial level will be watched by stakeholders concerned about consumer protection and revenue volatility.
Reporting on the evolving relationship between lotteries, public finances and shifting consumer priorities remains important as the province assesses how best to balance revenue-generation with responsible gambling and the changing economic realities faced by younger Manitobans.
