The Great Outdoors Just Got Greater!

Alchemy3 and Bass Pro Shops Welcome Cabela’s to the Lottery Category


Roswell, Ga. (February 3, 2018) – Alchemy3, LLC and Bass Pro Shops announced today that the Cabela’s brand will now be available to lotteries for branded lottery games/promotions. Bass Pro Shops acquired Cabela’s in 2017 to create a “best-of-the-best” outdoor experience for customers with superior products, dynamic locations and unmatched customer service.

“Combining Bass Pro Shops and Cabela’s will allow us to offer enhanced experiences for lottery players including expanded product offerings and geographic footprints,“ said Jeffrey Schweig, President of Alchemy3.

“Bass Pro Shops was one of the first partners to join Alchemy3, shortly after company start-up. Subsequently we have run Bass Pro Shops games with many lotteries over the years” said Paul Guziel, Alchemy3’s CEO. “Those lotteries in states with a strong Cabela’s presence had asked us to secure Cabela’s as a partner and we are excited that we are finally able to deliver.”

“Like Bass Pro Shops and Cabela’s consumers, we know that lottery players like to customize their non-cash prize winnings,” said Stan Lippelman, VP, Marketing at Bass Pro Shops. “Combining Bass Pro Shops and Cabela’s will now allow Alchemy3 to provide winners with enhanced product offerings, even more unique outdoor experiences and unrivaled services.”

Alchemy3 is currently designing programs to launch Cabela’s games in late 2018. “We look forward to sharing our vision and creative marketing executions with our customers in the next few months” Schweig concluded.

About Bass Pro Shops: Bass Pro Shops is North America’s premier outdoor and conservation company. Founded in 1972 when avid young angler Johnny Morris began selling tackle out of his father’s liquor store in Springfield, Missouri, today the company provides customers with unmatched offerings spanning premier destination retail, outdoor equipment manufacturing, world-class resort destinations and more. In 2017 Bass Pro Shops acquired Cabela’s to create a “best-of-the-best” experience with superior products, dynamic locations and outstanding customer service. Bass Pro Shops also operates White River Marine Group, offering an unsurpassed collection of industry-leading boat brands, and Big Cedar Lodge, America’s Premier Wilderness Resort. Under the visionary conservation leadership of Johnny Morris, Bass Pro Shops is a national leader in protecting habitat and introducing families to the outdoors and has been named by Forbes as “one of America’s Best Employers.”

About Alchemy3: Alchemy3 (A3) provides a variety of products and services to lotteries across North American including:  strategic planning and execution, integrated marketing programs, branded games, mobile applications, collect and win promotions, loyalty programs and web/drawing services. 

Since its inception in 2007, A3 has become one of a select few companies in America that holds exclusive licenses to provide services to the North American Lottery Industry.  A3 has worked with nearly all of North America’s lotteries and maintains strong contacts in every jurisdiction.  The company not only holds the esteem of lotteries but also with world class companies like The Home Depot, Honda, Bass Pro Shops and Royal Caribbean International who use A3 as their trusted brand stewards in the lottery world.

A3 has achieved their market position by putting brand partners and lottery clients’ needs first—providing them with “boutique” type attention and executing programs with the highest level of integrity, honesty and thoughtfulness.

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Alchemy3 • 860 Warsaw Road, Suite 200 Roswell, GA 30075 • (Ph) 770.442.6993