The price of a Lotto Max ticket has increased for the first time since the game's launch 17 years ago, allowing for larger jackpots and more prize opportunities, according to the Western Canada Lottery Corp. (WCLC).
The changes, effective April 10, include a rise in the maximum jackpot from $80 million to $90 million, along with the addition of multiple $100,000 prizes in every draw. For a $10-million jackpot draw, 10 extra $100,000 prizes will be awarded; for a $90-million jackpot, 90 such prizes will be up for grabs.
Player Feedback Drives Changes
WCLC spokesperson Emily Olsen said the adjustments were made in response to player input. "We get plenty of feedback from players, and we love to hear feedback on all of our games," she explained. "There's one group that really wants to see larger jackpots — they really want to see those bigger and bigger prizes available on that growing jackpot — and another camp that's constantly asking for more opportunities to win some of those smaller prizes."
Olsen emphasized that the $100,000 prizes can still be life-changing. "It's not just about those over-the-top dreams. It's about the dreams that everybody has," she said, citing examples like paying off a mortgage, retiring earlier, or funding a child's education. "It's those little things that make a really big difference for a lot of people."
Improved Odds and Record Jackpot
The overall odds of winning any prize have improved from one in seven to one in 5.8. However, the odds of hitting the jackpot have slightly decreased, from one in 33.29 million to one in 33.44 million. The ticket price rose from $5 to $6, marking the first increase since Lotto Max began in 2009.
"One dollar more for the ticket allowed us to do the changes that people have been asking for," Olsen said. "This is something that we're very excited to offer the players."
The jackpot started at $50 million in 2009, which Olsen described as unprecedented at the time. The new $90-million jackpot is a record for a Canadian lottery. "We're really excited to see our first $90-million winner in Canada," she added. "The looks of excitement on people's faces, even when they win that $100,000 prize, or that million-dollar prize, is incredible. Seeing somebody who wins a record-breaking prize is next level."
