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Lottery and Gaming

OUR WORK IN THE SECTOR

We have deep experience helping clients accelerate growth in the lottery, gaming, and sports sectors.

Our Service Offerings

Lottery

BrandMap™ and Brand Strategy

Strategic Planning & Execution

Product/Portfolio Strategy

Operating Models and Processes

Gaming / Sportsbooks

BrandMap™ / Primary Research

Brand Strategy

Product Strategy

Customer Segmentation

Sports

BrandMap™ / Primary Fan Research

Brand Strategy

Strategic Planning

Culture, Community & Change

Select Clients

British Columbia Lottery Corporation logo CFL Logo FanDuel Logo Metric Gaming multilot logo National_Basketball_Association_logo National_Foo National Hockey League Logo Ottawa_Senat olg SanJoseShark WCLC_Logo

Our Leadership Team in the Sector

Michael Carter
Managing Partner, President

Michael Carter

Managing Partner

Efram Lebovits

Principal

Jordan Shapiro

Principal

Laura Richard

Director

Evin Demirli

Recent Thought Leadership

Article

An Interview With Lottery Leaders: North American Lottery Innovation

November 21, 2025
Explore insights from NASPL 2025 on how North American lotteries drive innovation amid digital disruption and changing player expectations.
Efram Lebovits, Evin Demirli
Article

An Interview with Lottery Leaders: Innovation in a Changing Landscape

February 11, 2025
Efram Lebovits, Evin Demirli
Perspective Paper

Rethinking the Lottery Proposition: New Players, New Realities, New Dreams

November 30, 2023
With younger Canadians 1/3 less likely to play the lottery, Efram Lebovits, Laura Richard, Evin Demirli, and Andrei Flueraru dive into the evolving dynamics and discuss what this means for the future of lotteries in our latest edition of The Level5 Strategy Perspective.
Efram Lebovits, Laura Richard, Andrei Flueraru, Evin Demirli

Playing to Win: The Ideal Sportsbook Brand in a Nascent, Crowded Market

June 22, 2023
As the legal market for online gaming in Ontario moves into its second year, the market experiences growth and stability. With anticipated brand consolidation, exits, and new provincial markets opening up, the question arises: How will the dozens of competitive sportsbooks set themselves apart?
Jordan Shapiro, Laura Richard
Article Header

Opportunities for Increasing North American Lottery Sales Among Younger Consumers

October 14, 2022
Gen Z and Millennial consumers are re-shaping industries with their habits and preferences – and industries must adopt new strategies and approaches to attract and retain these customers. The lottery sector is no exception.
Efram Lebovits, Laura Richard, Evin Demirli

The Medium is the Message

October 12, 2022
For the lottery industry to maintain success, balance is needed in terms of sales channels – both adapting to digital and maintaining physical brick-and-mortar offerings. 
Efram Lebovits

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