What Atlantic Lottery does

Atlantic Lottery Corporation (Société des loteries de l'Atlantique) is a Canadian Crown corporation founded in 1976 and headquartered in Moncton, New Brunswick, jointly owned by the four Atlantic Canadian provincial governments — Nova Scotia, New Brunswick, Newfoundland and Labrador, and Prince Edward Island. The company operates and manages lottery, casino, sports betting, and video lottery products across Atlantic Canada, with 600+ employees and offices in Moncton, Halifax, and St. John's. Its product portfolio spans national draw games (Lotto Max, Lotto 6/49, Daily Grand), regional games exclusive to Atlantic Canada (Atlantic 49, Bucko, Keno Atlantic, Salsa Bingo, Poker Lotto), instant scratch tickets from $1 to $100 (including the premium ELITE ticket with $10M top prizes), online casino with progressive jackpot products (Powerbucks), live dealer casino, and sports betting through the PRO•LINE and PRO•LINE Stadium platforms. Sports betting infrastructure is powered by Kambi Group under a multi-province partnership covering seven of Canada's ten provinces.

The business operates as a transaction-fee model with 100% of profits returned to the four provincial governments rather than private shareholders. Distribution is hybrid: a direct digital channel through alc.ca, iOS and Android mobile applications, an authorized retailer network, self-service terminals, video lottery venues, and the Red Shores racetrack and casino property in Charlottetown, P.E.I. Pricing is unit-based with pay-as-you-go billing across all verticals, ranging from $0.20 digital instant-win games to $100 scratch tickets and stakes up to $80 per spin on premium casino slots. The 2026 launch of AL Rewards introduced the first lottery loyalty program in Canada, layering points, contest entries, and exclusive offers onto the existing portfolio. The company maintains World Lottery Association Level IV Responsible Gambling certification for over a decade and RG Check accreditation for both the online platform and Red Shores casino.

Atlantic Lottery's strategic positioning rests on a regulatory monopoly within its four home provinces, multi-decade brand equity, and a diversified product portfolio spanning lottery, casino, and sports betting. Key partnerships include Kambi Group for sports betting technology, Ontario Lottery and Gaming Corporation and BCLC in the multi-province sportsbook consortium, and community organizations including United Way and the George Street Festival. The customer base is exclusively B2C — adults 19+ in Atlantic Canada participating as entertainment lottery, casino, and sports betting players — with no enterprise or institutional customer relationships.

Name

Atlantic Lottery

Legal name

Atlantic Lottery Corporation (Société des loteries de l'Atlantique Inc.)

Website

https://alc.ca

Company type

Private

Founded year

1976

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Atlantic Lottery Corporation is a Canadian Crown corporation, founded 1976 and headquartered in Moncton, that operates lottery, casino, sports betting, and video lottery products exclusively for the four Atlantic Canadian provinces, returning 100% of profits to those provincial governments.

Ownership category

akta.pro rank

Product category

Government Lottery and Gaming

NAICS

Gambling Industries (7132), Casinos (except Casino Hotels) (71321), Other Gambling Industries (713290)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Lottery Operators (Government & Private Licensed) (MPAEAFAA)

akta.pro secondary industries

Digital Lottery & iLottery Platforms (Web/App) (MPAEAFAD), Sportsbooks (Online & Mobile Operators) (MPAEACAA), Lottery Ticket & Instant Games (Scratch-Off) Publishing/Printing (MPAEAFAC), Lottery Second-Chance, Loyalty & Rewards Platforms (MPAEAFAM), Lottery Data, Analytics & Responsible Gaming Tools (MPAEAFAJ)

Keywords

• Lottery games
• Sports betting
• Online casino
• Instant win games
• Scratch tickets

Headquarters

HQ city

Moncton

HQ country

Canada

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Lottery Products: Traditional lottery products including draw-based games (Lotto Max, Lotto 6/49, Daily Grand, Atlantic 49) and scratch tickets. 100% of profits are returned to Atlantic Canadian communities supporting healthcare, education, and infrastructure.
2. Casino Games: Online casino offerings including slot machines, table games, and live dealer games available in select provinces. Features progressive jackpot games like Powerbucks with nationwide pooled prizes.
3. Sports Betting (PRO-LINE): Sports betting through PRO-LINE platform powered by Kambi technology, covering football, soccer, basketball, hockey, and other sports. Revenue generated from betting margins.
4. Video Lottery Terminals: Video lottery terminals in social settings throughout Atlantic Canada, providing entertainment options in bars and other venues.
5. Instant Win Games: Digital instant win games available online at alc.ca, ranging from $0.20 to $20 per play with various prize structures.

Pricing tiers

Go-to-market motion1 record

Distribution channels7 records

Marketing channels7 records

Core offering

Atlantic Lottery operates and manages lottery, sports betting, casino, and instant win gaming products on behalf of the four Atlantic Canadian provincial governments. Its portfolio includes national and regional draw games (Lotto Max, Lotto 6/49, Atlantic 49, Daily Grand, Bucko, Keno Atlantic, Salsa Bingo, Poker Lotto), scratch and instant win tickets (including premium ELITE $100 tickets and MEGA 360), online casino with progressive jackpots and live dealer, and PRO•LINE sports betting powered by Kambi technology. Distribution spans alc.ca online, mobile apps, retailer network, self-service terminals, and the Red Shores casino property.

Product overview

Atlantic Lottery operates a diversified gaming portfolio across lottery, casino, sports betting, and interactive entertainment. The core offering includes national lottery games (Lotto Max, Lotto 6/49, Daily Grand) and regional games (Atlantic 49, Bucko, Keno Atlantic, Salsa Bingo, Poker Lotto). Instant win products include Scratch'N Win tickets at various price points (including premium ELITE $100 tickets with $10M top prizes) and digital Instant Win Games. Casino products encompass online slots, table games, progressive jackpot games (Powerbucks Mega Stars Ultra), and Live Casino. Sports betting is delivered through PRO•LINE and PRO•LINE Stadium, powered by Kambi technology with AI-driven pricing. The portfolio is supported by mobile apps, self-service terminals, subscription services, and the AL Rewards loyalty program. Responsible gaming tools (PlayWise) are integrated throughout.

Differentiator

Problem solved

Functional benefit

Brands

• PRO•LINE: Sports betting product offering spreads, totals, moneyline, and combo wagering on sporting events.
• PRO•LINE Stadium
• Scratch 'N Win
• Atlantic 49
• PlayWise
• AL Rewards
• MEGA 360
• Red Shores

Products and services

• Lotto Max National lottery draw game offering jackpots starting at $10 million and growing by $5 million per draw until won, with a maximum jackpot of $90 million. Includes TAG and Twist bonus games. Each play is $6 and includes four selections of seven numbers. Available to adult players in Atlantic Canada via retail, online, and mobile.
• Lotto 6/49 National lottery draw game offering two jackpots per ticket: a classic $5 million jackpot and a growing Gold Ball jackpot starting at $10 million (up to $68 million). Base play is $3 per ticket with combination plays available from $21 to $252.
• Atlantic 49 Regional draw lottery game exclusive to Atlantic Canada, offering a $1 million jackpot with draws on Wednesdays and Saturdays. Available with or without Lotto 6/49.
• Daily Grand Daily national lottery game offering a $1,000 per week for life prize option or a lump sum payment. Draws held every day.
• Bucko Daily lottery game with frequent draws and various prize levels, available to Atlantic Canadian players online and via mobile.
• Salsa Bingo Online bingo game offering interactive social gaming entertainment to Atlantic Canadian players.
• Keno Atlantic Keno-style lottery game with draws multiple times daily for Atlantic Canadian players.
• Poker Lotto Lottery game combining poker-style gameplay with lottery mechanics for Atlantic Canadian players.
• Scratch'N Win Instant win scratch tickets at multiple price points from $1 to $100, featuring games such as ELITE (with $1M and $10M top prizes), Set for Life, MEGA 360, and Crossword. Available at retail and online.
• MEGA 360 $5 scratch, watch, and spin game offering instant prizes and wheel spin opportunities with guaranteed minimum $100,000 prizes on the big wheel feature.
• MEGA 360 MILLION $10 Scratch'N Win / Instant Win game in the MEGA 360 family offering higher prize tiers ranging from $500,000 to $1 million on the big wheel feature.
• ELITE Scratch'N Win Premium $100 scratch ticket offering the best chance to become a multimillionaire through instant win prizes of $1 million and $10 million, with over $200 million in prizes available. Odds of winning any prize: 1 in 2.91.
• Casino (Online Casino) Online casino platform featuring slot games, table games, progressive jackpot games (including Powerbucks Mega Stars Ultra), and live dealer casino experiences available to players in select provinces.
• Powerbucks Mega Stars Ultra Progressive jackpot slot game with a nationwide Powerbucks jackpot pool, available at $0.80 to $80 stakes with a bonus wheel and prize features. Progressive jackpot triggered at bets of $3.20 or more. Theoretical return rate: 89%.
• Live Casino Live dealer casino games streamed online in real time with human dealers, available to players in select provinces.
• Instant Win Games Digital instant win games available online at alc.ca including Lucky 7s ($0.20 to $2 per play), Kick Off Cash, Prospector's Gold, Big Foot Bucks, and Lil Lady Bingo.
• PRO•LINE Sports betting product allowing players to wager on sports events with multiple bet types including Moneyline, Spreads, Totals, and Combos. Powered by Kambi technology. Minimum $15 for promotional multi-wagers of three or more selections.
• PRO•LINE Stadium

Quantifiable outcome

• Over 50 years of continuous operation and community contribution since 1976
• +2 more outcomes

Named customers9 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature3 records

Partnerships

Five partnerships are on record, tiered core, major and community.

• Kambi GroupcoreTechnology or Integration · 29 April 2026Kambi provides sports betting technology powering Atlantic Lottery's multi-province sportsbook solution. The partnership covers seven of Canada's 10 provinces and includes full AI-powered pricing and risk management for sports betting across football, tennis, basketball, and ice hockey. Q1 2026 bet automation reached 60% across Kambi's global network.
• Ontario Lottery and Gaming CorporationmajorStrategic or Co-development PartnerAtlantic Lottery and British Columbia Lottery Corporation partnered to select Kambi for a multi-province sportsbook solution. Ontario Lottery and Gaming Corporation is part of this consortium of seven Canadian provincial lottery corporations.
• British Columbia Lottery CorporationmajorStrategic or Co-development PartnerPartnered with Atlantic Lottery to jointly select Kambi Group for multi-province sportsbook technology serving seven Canadian provinces.
• United WaycommunityOthersAtlantic Lottery partners with United Way during holiday seasons to give back to Atlantic Canadian communities. The company and employees donated $10,000 to United Ways in Atlantic Canada during the 2025 holiday season.
• George Street FestivalcommunityOthersAtlantic Lottery sponsors the George Street Festival in St. John's, Newfoundland, one of Atlantic Canada's premier music and cultural events celebrating community and entertainment.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• International Game Technology (IGT): IGT is a major global supplier of lottery technology, instant ticket printing, and gaming systems, serving many North American and European lotteries including Atlantic Canada. Comparable as the dominant incumbent providing lottery systems, terminal infrastructure, and game content that Atlantic Lottery relies on across its portfolio.
• Scientific Games: Scientific Games is a leading global supplier of lottery instant products, systems, and services. Comparable to Atlantic Lottery's ecosystem as the incumbent provider of scratch ticket production, lottery systems, and retail technology used by many North American lotteries.
• La Française des Jeux (FDJ): FDJ is the French national lottery operator, formerly state-owned and now publicly listed with the French government retaining a majority stake. It is comparable to Atlantic Lottery as a regulated national lottery operator with draw games, instant win, sports betting, and a growing digital distribution strategy.
• Allwyn (formerly Camelot Group): Allwyn operates national lottery franchises across multiple European countries, including the UK National Lottery. Comparable to Atlantic Lottery as a regulated lottery operator with diversified products, strong responsible gambling programs, and emphasis on player protection.

Direct peers

• British Columbia Lottery Corporation (BCLC): BCLC is a Canadian provincial Crown corporation operating lottery and gaming in British Columbia. It is a direct peer that co-led the Kambi multi-province sportsbook selection with Atlantic Lottery, making it the closest structural and strategic comparable.
• Loto-Québec: Loto-Québec operates lottery, casino, and gaming in Quebec under a similar provincial Crown corporation model. It is a direct peer offering the same product categories (draw games, instant win, casino, sports betting) and is also part of the Kambi multi-province sportsbook consortium.
• Manitoba Liquor & Lotteries: Manitoba Liquor & Lotteries operates the Western Canada Lottery Corporation's regional products alongside provincial lottery and gaming in Manitoba. Comparable to Atlantic Lottery as a smaller Canadian provincial lottery operator with similar product mix and Crown corporation governance.
• Ontario Lottery and Gaming Corporation (OLG): OLG is a Canadian provincial Crown corporation that operates lottery, casino, and digital gaming in Ontario. It is a direct peer to Atlantic Lottery as both operate under the same regulatory model, and OLG is also a member of the Kambi multi-province sportsbook consortium alongside Atlantic Lottery.
• Saskatchewan Liquor and Gaming Authority (SLGA): SLGA oversees lottery and gaming operations in Saskatchewan through its Western Canada Lottery Corporation partnership. Comparable to Atlantic Lottery as a smaller-population Canadian provincial lottery jurisdiction with similar product and regulatory structure.

Others

• Kambi Group: Kambi is Atlantic Lottery's technology partner for sports betting, providing pricing, risk management, and trading infrastructure across the multi-province consortium. As a B2B enabler to lottery operators, it is not a direct competitor but a strategic ecosystem partner whose capabilities directly shape Atlantic Lottery's PRO-LINE sportsbook offering.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/atlanticlottery
• Xx.com/AL_Lottery
• LinkedInlinkedin.com/company/atlantic-lottery-corporation

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Atlantic Lottery