When something goes wrong: Loto‐Quebec's strategy to concentrate the offer of slot machines in mini‐casinos

The purpose of this paper is to examine Loto‐Quebec's strategy as it adopts the new concept called Ludoplex.

The stakeholders' (public health representatives and police officials) viewpoint is obtained during interviews.

This paper concludes that the next year and a half will be decisive for the survival of a marketing strategy that still has to prove its worthiness.

This paper describes a new type of gaming operation that is compatible with an entertainment complex attracting families and older children. The concept has a potential for application in tourism destinations that allow gaming.

The paper provides the viewpoint of the new strategy announced by Loto‐Quebec by interviewing the stakeholders. It offers practical viewpoint for readers.