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EMI Partners In Scratch-Off Lottery Gambit

WINNIPEG, Manitoba (CelebrityAccess MediaWire) — EMI has signed a pact with lottery operator Pollard Banknote Ltd. to provide music and memorabilia as prizes for a new music-themes scratch off lottery game, The Wall Street Journal reported. Pollard runs lotteries in 45 different states and territories internationally.

The deal includes all of the catalog EMI has available for digital download. Lucky lottery winners may be eligible for cash rewards or other inducements such as album downloads and ringtones.

Its no secret that the record industry has been facing tough times in recent years, but now the lottery industry, which has traditionally seen approximately 8% growth, saw a sharp decline in sales last year, the WSJ reported.

Compounding matters for the lottery industry, their demographic has been skewing old and they are hoping to attract a younger set of customers by offering access to the latest music from EMI. "[Our customers are] getting older every year," Pollard's Vice President Doug Pollard told the WSJ. "That's been one of the big challenges."

While the full details of the pact were not released, EMI will get the full wholesale cost for each download and will be paid by the state lottery organizations rather than Pollard. – CelebrityAccess Staff Writers