Manitoba Liquor & Lotteries Corporation

Name

Manitoba Liquor & Lotteries Corporation

Legal name

Manitoba Liquor and Lotteries Corporation

Website

https://mbll.ca

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1,001–5,000 employees

Ownership category

akta.pro rank

Product category

Government Liquor and Gaming Retail

NAICS

Beer, Wine, and Liquor Retailers (445320), Casinos (except Casino Hotels) (71321), Gambling Industries (7132)

SIC

Retail-Eating & Drinking Places (5810), Services-Miscellaneous Amusement & Recreation (7990), Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180)

akta.pro primary industry

Liquor Stores (General Off-Premise) (CRANAAAA)

akta.pro secondary industries

Liquor Stores (Off-Premise Spirits Retail) (CRANABAA), Craft Beer Retail & Bottle Shops (Off-Premise) (CRANAAAC), Beer Retail (Bottle Shops & Beer Merchants) (CRANABAC)

Keywords

• Liquor retail sales
• Casino gaming operations
• Lottery ticket sales
• Video lottery terminals
• Crown corporation gaming

Headquarters

HQ city

Winnipeg

HQ country

Canada

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Liquor Retail Sales: Revenue generated from retail sales of alcoholic beverages through Manitoba Liquor Mart locations across the province
2. Casino Operations: Revenue from casino gaming operations including Club Regent Casino, McPhillips Station Casino, and Shark Club Gaming Centre
3. Video Lottery Terminals (VLTs): Revenue from Video Lottery Terminals distributed across Manitoba
4. Lottery Tickets: Revenue from lottery ticket sales through Western Canada Lottery Corporation partnership
5. Online Gaming: Revenue from PlayNow.com online gaming and lottery platform

Go-to-market motion1 record

Distribution channels6 records

Marketing channels6 records

Core offering

Manitoba Liquor & Lotteries Corporation is a Manitoba Crown corporation that operates the province's regulated retail liquor stores (Liquor Marts), casino venues (Club Regent Casino, McPhillips Station Casino, Shark Club Gaming Centre), Video Lottery Terminals, and the PlayNow.com online lottery and gaming platform. It also sells cannabis at designated Liquor Mart locations and runs responsible consumption education programs (DrinkSense and Informed Gambling). All profits are returned to the Province of Manitoba to fund provincial programs and services.

Product overview

Manitoba Liquor & Lotteries Corporation operates a Crown corporation portfolio consisting of retail liquor sales through Liquor Marts (including cannabis sales), gaming entertainment via Casinos of Winnipeg (Club Regent and McPhillips Station), video lottery terminals, and online lottery services through PlayNow.com. The corporation also runs responsible consumption programs including DrinkSense for alcohol awareness and Informed Gambling for gaming education. The products span physical retail locations, online platforms, and gaming venues across Manitoba.

Differentiator

Problem solved

Functional benefit

Products and services

• Liquor Marts Provincial network of 50+ retail liquor stores operated by Manitoba Liquor & Lotteries across Manitoba, including Winnipeg, Brandon, and rural communities, with Express locations for convenience shopping. Targets adult consumers purchasing alcoholic beverages for off-premise consumption.
• PlayNow.com Online platform for purchasing lottery tickets and accessing gaming services for Manitoba residents, operated in partnership with Western Canada Lottery Corporation.
• Casinos of Winnipeg Gaming entertainment venues including Club Regent Casino, McPhillips Station Casino, and Shark Club Gaming Centre, offering casino games, slots, dining, and live entertainment to adult consumers.
• Club Regent Casino Premier casino and event centre in Winnipeg offering table games, slots, dining, and live entertainment to adult consumers.
• McPhillips Station Casino Winnipeg casino venue featuring table games, slot machines, and gaming amenities for adult consumers.
• Manitoba VLTs Video Lottery Terminals distributed throughout Manitoba at various licensed locations, providing gaming entertainment to adult consumers.
• Lottery Tickets Provincial and national lottery products including Lotto 6/49, managed through Western Canada Lottery Corporation and sold via lottery retailers and PlayNow.com to Manitoba residents.
• Cannabis Sales Cannabis products sold through designated Manitoba Liquor Mart locations, regulated by the Liquor, Gaming and Cannabis Authority of Manitoba.
• DrinkSense Responsible alcohol consumption awareness program providing facts, programs, and resources to help Manitobans make informed decisions about alcohol.
• Informed Gambling Responsible gambling education program teaching players about gambling logic, odds, house advantage, and providing support resources for Manitoba residents.
• Liquor Click and Collect / Home Delivery Online ordering with in-store pickup or home delivery for liquor products in Winnipeg.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered former, core and minor.

• Air MilesformerGTM or Marketing Partner · 1 June 2025Manitoba Liquor Marts partnered with Air Miles for nearly 30 years, with over 44% of Liquor Mart customers collecting Air Miles who were described as more profitable over their customer lifecycle. The partnership ended June 1 due to divergent priorities and strategic directions.
• Western Canada Lottery Corporation (WCLC)coreStrategic or Co-development PartnerWCLC manages, conducts, and operates lottery activities in Manitoba, working with provincial and territorial marketing bodies including MBLL, Alberta Gaming and Liquor Commission, Saskatchewan Lotteries, Yukon Lotteries, and Northwest Territories Sport and Recreation Council.
• Liquor, Gaming and Cannabis Authority of Manitoba (LGCA)coreOthersRegulatory body that regulates liquor and gaming in Manitoba, including service, sale, and manufacture permits, and gaming products, employees, and activities.
• FacebookminorGTM or Marketing PartnerThird-party marketing organization partner for advertising and tracking technologies including cookies and pixels.
• GoogleminorGTM or Marketing PartnerThird-party marketing organization partner for advertising and tracking technologies including cookies and pixels.
• BMO Financial GroupformerOthersAcquired Air Miles in 2023 after its U.S. parent filed for bankruptcy protection. Air Miles has been losing major retail partners over the past decade.
• Addiction Foundation of ManitobacoreOthersCrown corporation that provides addiction services and supports healthy behaviors, linked through responsible gambling and drinking resources.
• Canadian Partnership for Responsible GamblingminorOthersNational organization focused on responsible gambling education and support.

Scale indicators3 records

Recent moves1 record

Direct peers

• Ontario Lottery and Gaming Corporation (OLG): Ontario's provincial Crown operator for lottery, casino gaming, and digital gambling (OLG.ca). Operates a much larger version of MBLL's gaming and lottery mandate and is the most relevant scale comparable.
• British Columbia Lottery Corporation (BCLC): Crown corporation operating lottery, casino, sports betting, and online gambling (PlayNow.com) in British Columbia. Operates the same PlayNow brand used by MBLL, with nearly identical gaming product mix and digital platform.
• Atlantic Lottery Corporation: Regional Crown lottery operator serving Atlantic Canadian provinces. Comparable in product mix (lottery, online gaming, sports betting) though primarily regional and lottery-focused rather than liquor.
• Loto-Québec: Quebec's provincial Crown corporation for lottery and gaming, including casinos and online gaming (miseojeu.ca). Direct comparable for the gaming/lottery side of MBLL's business.
• Saskatchewan Liquor and Gaming Authority (SLGA): Saskatchewan's Crown corporation overseeing liquor distribution, retail permits, and gaming. Direct Western Canada peer within the WCLC partnership network and overlapping product portfolio with MBLL.
• Liquor Distribution Branch (British Columbia): BC's provincial wholesale and retail liquor distributor. Closest direct peer for MBLL's Liquor Mart operations in terms of mandate, scale, and product mix.
• Société des alcools du Québec (SAQ): Quebec's provincial liquor retailer. Direct comparable for the Liquor Mart side of MBLL, with a similar Crown monopoly structure and broad off-premise retail mandate.
• Alberta Gaming, Liquor and Cannabis (AGLC): Alberta's provincial Crown corporation responsible for wholesale liquor distribution, gaming, and cannabis retail. Operates an identical monopoly structure to MBLL across adjacent product lines, making it the closest structural comparable.

Others

• Play Canada (Canadian online gambling aggregator): Industry information source for Canadian online gambling, lottery, and sports betting. Useful as an ecosystem reference point for evaluating MBLL's PlayNow.com positioning against competing provincial platforms.

Regional players

• Manitoba Public Insurance Corporation: Another Manitoba provincial Crown corporation. Not a product peer but a structural peer — same provincial ownership model, same governance and dividend-return mechanics, useful for benchmarking Crown corporation operating norms.

Market position

Strengths4 records

Weaknesses4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@mbliquorlotteries
• Facebookfacebook.com/MBLiquorLotteries
• LinkedInlinkedin.com/company/manitoba-lotteries
• Instagraminstagram.com/mbliquorlotteries

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Manitoba Liquor & Lotteries Corporation