A variety store in London, Ont., advertises the $80 million prize in tonight's Lotto Max draw.
Tuesday night's big prize is enough to lure more people to buy a ticket, raising the concern that more problem gamblers are taking their shot at the jackpot.A variety store in London, Ont., advertises the $80 million prize in tonight's Lotto Max draw. Millions of Canadians will throw $5 in Tuesday for a shot at winning the $80-million Lotto Max jackpot.
Ontario's Lottery and Gaming Corporation doesn't hide the fact they're selling dreams. One scripted ad campaign features a "dream coach" who suddenly appears to counsel lottery players as they dream aloud about how they'd spend the loot if they actually won. The dream coach repeatedly asks them to enhance their winning fantasy, in one example by upgrading dreams of a summer home into a sprawling villa. The ad's tagline is "dream to the max.
The national Lotto Max lottery has bigger jackpots, which experts say can often entice those who don't typically gamble to buy a ticket.
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