ALC is a leading-edge gaming organization, headquartered in Moncton, New Brunswick.  They are driven by an incredibly strong, innovative interactive team, led by Bob Rybak, Michael Sandalis and Claire Seguin of the Digital Gaming Group (DiGG).

Early in 2009, ALC enlisted Dashboard’s assistance to develop a digital strategy demonstrating the revitalization of all of ALC’s online channels, including alc.ca, PlaySphere.ca and RedShores.ca, along with the enhancement of their loyalty and account management systems.   The “Digital 21” strategy will be rolled out over the next few years, along with the introduction of several new and exciting gaming platforms.

The launch of the redesigned and rebuilt alc.ca represents completion of their first major strategic milestone. Dashboard collaborated with Mike and Claire to complete the site design. HTML and back-end development was completed by New Brunswick-based T4G.

User experience was considered throughout the design and development phases, focusing on delivering key information, such as lotto jackpot alerts, winning numbers and key promotional messaging in a clear, concise, easy-to-navigate format.  Internal ALC brand teams were provided the opportunity to customize product pages with various cross-promotional banner advertisements in order to create a truly unique brand experience.

The new alc.ca showcases Atlantic Lottery’s commitment to delivering “Richer Moments” to Atlantic Canadians.  The brand messaging focuses both on the many exciting opportunities to win offered by Atlantic Lottery products and on the many ways in which Atlantic Lottery gives back to communities – with 100% of profits going back to the Atlantic Provinces.  Atlantic Lottery’s commitment to responsible gaming is also featured prominently throughout the site.

We look forward to more “Richer Moments” ahead with our terrific Atlantic Lottery partners.