Among the latest topics debated virally is the one that concerns the player psychology. It sounds like, “Which prospect is more likeable, the one million-dollar check or a guaranteed income stream?” The debate was caused by the recent Gagnant à vie (Winner for Life) win in a Canadian lottery in Quebec.
Maria Caroli from Laval opted to take the latter. After winning the top prize in the lottery, she said she wanted CAD 1,000 ($730) per week instead of a one-time CAD 1 million ($730,000) payout.
Maria’s controversial decision poses an opportunity for casino companies and online partners to alter their ways of structuring rewards and loyalty programs. In this article, we’ll discuss how casinos can use jackpots to better drive LTV.
What Happened: The 1M Loto-Québec Win
Maria Caroli received her first scratch-off ticket ever just before Christmas 2025 as a gift from her partner. And she won an astonishing CAD 1 million! Loto-Québec has not shared her age, although social media critics argued that she may be “too old” to get the full prize.
Loto-Québec has presented Caroli with two choices: she could either get weekly payouts for the rest of her life or take a lump sum. She chose the regular payout option. Now, the woman’s lottery prize choice has people debating whether or not it was the right choice.
Security Over Speculation
A simple mathematical exercise places Caroli’s break-even point at roughly 19.2 years. Thus, if she lives longer than that, the weekly option is better financially. However, the real motivation behind either choice is not a gamble concerning interest rates but the psychology of recurring value.
Caroli stated that this choice allows her to live her life completely as it is, without the fear of managing a very large windfall. The “peace of mind” factor could be a huge marketing point, and yet too many casinos fail to see this in the face of a shiny, big, one-time jackpot.
Why This Matters for Casino Operators
Perhaps the greatest casino owners could learn from the “Winner for Life” formula, as it could be the template for maximizing Player Lifetime Value (LTV) and reducing churn. The industry is pivoting from one-off jackpot gifts to the idea of promising refreshment:
1. Casinos can develop habitual users.
Lump-sum winners vanish after a victory. In contrast, the receipt of the annuity check provides a weekly reason to cheer! A casino has a “liquid” player doing transactions more often.
2. Casinos can profit from the “safety net” marketing.
Trends sprouting in the South Asia and North America markets suggest that stability is a brand premium quality. With inflation at the back of economic players’ minds, promoting a second income or a lifetime bonus forms a stronger appeal than a one-time gift that may slip away over a weekend.
3. Casinos can use social gaming to boost engagement.
Caroli’s instance was not the only winning one in Laval. In December, a congregation of eight strangers bagged a Lotto 6/49 Classic Jackpot of CAD 5 million ($3.65 million) from a Formule Groupe (“Group Play”) ticket, reiterating the social gaming trend.
— Group-play lottery and slot tournament participations are up by an estimated 15-20% in regional markets as players look to “de-risk” their spending while maintaining the chance for a major win.
What to Know to Boost Players’ LTV
If you are involved in casino marketing activities or want to build new relationships, do not hesitate to take away three strategic implications discovered from Caroli’s ordeal:
Offer different prizes for different levels
Don’t only think of $50,000. Connect with a local luxury vendor to offer “Dinner for two every month for a year” or “Free play for a decade.” These long-tail prizes keep the brand top of mind for a number of years, not over three days.
Loyalize the “casual-loyal” demographic
Caroli’s explanation that she hardly ever plays puts this into context. The “Winner for Life” brand convinced her to become a player. Don’t try and lure the hit-and-run crowd; try for stability-based offerings that appeal to conservative, specific markets that are slightly afraid of huge, volatile jackpots.
Show the hot spots in your target country
Don’t just think Laval, Quebec, was one lucky weekend of winning, as it’s the Golden Egg Market. Casinos should promote winning streaks in any given region or postal code to represent the local knowledge. Make everyone say, “It could happen here.”
It’s Market Shift From Grand Prize to Reliable Prize
The lottery industry is fast moving towards the likely “annuity” model for the very reason that it creates a lasting bond between the brand and a winner. As the gaming world becomes mature, casinos that capture customer loyalty will be the very ones that’ll turn their focus around: away from the “exit” (the jackpot) and onto the “relationship” (the enduring reward).
Affording players the option of choosing between instant wealth and a nouveau lifestyle demystifies the playing field drastically. And as Maria Caroli demonstrated on many departing occasions, many players go for permanent association with the brand against them cashing a one-time check.
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