The launch of Lotto Max was successful, attracting higher revenue in its first 10 months of operation than Super 7 did in its best year of sales. Once a jackpot is won, unclaimed MaxMillions prizes are placed into the main jackpot for the next drawing (or the jackpot is reset to $10 million if no MaxMillions prizes remain.) As with all Canadian lottery jackpot games, winners receive their prizes in a tax-free lump sum.

MaxMillions prizes are carried over until they are won, and additional MaxMillions prizes are added for each week a main jackpot of at least $50 million is not won. Once the jackpot prize reaches at least $50 million, ' MaxMillions' draws are conducted for prizes of $1 million each. The jackpot was previously capped at $50 million beginning with the Jdrawing, the maximum jackpot is now $60 million. The main drawing features a jackpot prize starting at CDN$10 million.

A single board costs $5, and each purchased board also includes two additional quick picks. Lotto Max is played similarly to its predecessor, with players selecting seven numbers from a field of 49. Introduced on September 19, 2009, with its first draw occurring on September 25, 2009, the game replaced Lotto Super 7, and holds drawings on Friday nights. MAX LOTTO is a Canadian lottery game coordinated by the Interprovincial Lottery Corporation, a group representing the five regional lotteries that operate in the country. The $250,000 EXTRA prize for Friday, Februwas won by one lucky ticket purchased in Alberta. WESTERN MAX is available only in the Prairie Provinces and Territories.

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