ALC's next gambling idea could come from crowdsourcing

Atlantic Lottery Corporation is betting its next big idea will come from "crowdsourcing" and consultants.

Documents published by the corporation show it is working to "identify marketplace opportunities for products and services" that will "enhance its relevance and appeal to a new generation of players."

The idea, format and prototypes for new products may be sourced from the public's ideas, according to the documents.

"Many companies are currently drawing on the power of crowds to solve their most important challenges," Atlantic Lottery Corporation (ALC) documents say.

• Geosweep loss a drag on Atlantic Lottery profits

"ALC firmly believes that taking an outside-in approach to innovation will be a catalyst of success."

The corporation needs a successful campaign following GeoSweep's multi-million dollar failure.

In June, ALC announced it would take an $8.7-million loss on the lottery game that allowed players to bet on small squares on a map of Atlantic Canada, with winnings paid out to random squares each week.

At the time, Brent Scrimshaw, ALC's president and chief executive officer, told CBC News the corporation would need to take "measured risks" and "learn from the experience."

Constant loss of players

This week's request for proposals shines light on a shift in strategy.

Earlier this year, ALC began planning an "innovation outpost." Four to six individuals will be tasked with thinking of new gaming products and services.

A request for proposals states ALC is seeking a contractor to analyze market research, facilitate crowdsourcing or workshops, and develop prototypes for new games.

In the past decade, the document states, "ALC has measured a constant and concerning erosion in player participation."

"We must invest in creating future-based consumer solutions."

The innovation team is scheduled to be in place by January 2016. There is no indication when or how members of the public would be able to submit ideas.