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Gamification of cannabis sales sparks criticism, but is it warranted?

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Sales incentives are nothing new in the world of retail, but the practice seems to have struck a nerve for some in cannabis.

Part of the criticism might come from the regulated industry’s start in medical marijuana. Some operators who began in that space have expressed concern that sales incentives could push budtenders to promote products that aren’t in the best interest of the patient.

At a recent Benzinga conference in New Jersey, one panel reacted negatively when someone mentioned Sparkplug, one company that has created a platform for sales incentives. There were audible groans from the panel as some expressed dismay that well-funded brands could spend the money to incentivize sales, while smaller brands couldn’t compete at that level.

One panelist even exclaimed they wouldn’t want medical dispensary budtenders to be motivated to sell the wrong product just to enrich themselves.

However, today, the bulk of legal cannabis sales occurs in adult-use stores, where cannabis is treated like a typical consumer packaged good product.

Sparkplug Co-founder Andrew Duffy told Green Market Report that the company mostly works with adult-use stores, not medical. He added that some states have restrictions on promotions, so Sparkplug takes on the role of providing educational information in those markets.

A better customer experience

Duffy noted that dispensary owners don’t necessarily make big bucks – and labor is usually their biggest expense. Despite that, many budtenders only make the same – or less than – fast food employees. At the same time, they are expected to be able to speak at a highly educated level about the products.

There’s a disconnect between the pay grade and the expertise required for the job, Duffy said. And that disconnect can lead to higher turnover.

“I would say the genesis of Sparkplug was really an interest in creating an ecosystem and a financial framework that would allow those people to generate value for themselves based on the hard work that they’re doing every day, which is not only financially beneficial but also psychologically beneficial, because all of their work is contributing to their own success rather than feeling like they’re just sort of clocking in and clocking out and trading their hours of their life for maybe minimum wage or slightly above minimum wage,” he said.

The way it works is Sparkplug interfaces with cannabis point-of-sale platforms, such as Flowhub and Cova. Brands pay to be included in promotions or to create educational information about their products for the budtenders. When budtenders ring up a sale that happens to have a promotion running, they stand to earn extra money or prizes like concert tickets that come from the brands – not the dispensary owner.

Duffy said the additional money budtenders earn has helped them pay rent and have extra grocery money.

“That has always been our motivation and is really what keeps the team going and excited on doing this work,” he said. Last year, the company distributed about “$10 million of supplemental income to employees in the cannabis industry.”

And that, he said, contributes to creating an environment where customers – particularly those coming in for the first time – have a better experience, because the budtenders feel more valued.

“I definitely take seriously people’s concerns about the impact of incentives on customer decision-making or on the experience that they have coming into the store. But all signs from our data point to the fact that customers have a better experience with incentivized employees,” Duffy said. “They come back more often, they’re consistently repurchasing the products that were on incentive because they’ve had a good experience consuming it, and the employees are happier too.”

It’s a strategy that has borne out for Denver-based Sun Theory as well.

“We frequently offer incentives on our top products, allowing customers to explore premium offerings at a discounted price while also motivating and rewarding our budtenders for their efforts,” said Blythe Huestis, vice president of retail for Sun Theory. “This creates a win-win-win situation and this synergy can lead to increased sales, improved customer experiences and a stronger team dynamic.”

Standard retail practices

Sales incentives are commonplace in retail and the service industry, whether its it’s a restaurant asking waitstaff to promote a certain menu item or commissions based on achieving on sales goals. The rewards can be cash, or they can be other tangible rewards like travel or gym memberships.

For example, Spokane, Washington-based Cannabis & Glass provides a program in which all retail employees are eligible for case incentives based on achieving individual and team goals at the dispensary.

“We want to make sure that employees’ successes are identified and celebrated. Sales incentives can be a powerful tool if correctly paired with other service and operational-oriented goals,” CEO and Co-Founder Cristy Aranguiz said.

Sparkplug said that its incentives are half financial and half products like concert tickets or swag. Sparkplug handles the monetary disbursements, while other promotions come directly from the brands.

But it’s not just employees that benefit, Duffy said. “There are fewer people calling out or missing shifts in general. It’s just creating more excited, motivated and happy teams, which is obviously reducing the cost of turnover for them and helping to get the optimal store environment from just a customer experience perspective too,” he said.

“People who feel happy and compensated and motivated are just going to be way better at the job of helping people come into a dispensary and have a good experience.”



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Nebraska medical cannabis regulations stall in legislative committee

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A Nebraska legislative committee voted 5-3 against advancing a bill designed to implement and regulate the state’s medical cannabis program, leaving legislators and advocates searching for alternative paths forward, according to the Nebraska Examiner.

The General Affairs Committee rejected Legislative Bill 677, sponsored by State Sen. Ben Hansen of Blair, during a Thursday vote where committee members declined to offer amendments to the legislation, the publication reported.

“I don’t want to shut all the doors right now, but some doors are closing, and they’re closing fast, and so we have to act,” Hansen told reporters after the vote, according to the Examiner.

Nebraska voters approved medical cannabis in November 2024, with residents legally permitted to possess up to 5 ounces with a healthcare practitioner’s recommendation since mid-December. However, the regulatory commission created by the ballot initiative lacks effective power and funding to regulate the industry.

Hansen described his legislation as “a must” for 2025 to prevent a “Wild West” scenario in the state’s cannabis market. The bill would have expanded regulatory structure through the Nebraska Medical Cannabis Commission and extended deadlines for regulations and licensing to allow more time for implementation, the Examiner noted.

Committee disagreements centered on proposed restrictions. A committee amendment would have prohibited smoking cannabis and the sale of flower or bud products while limiting qualified healthcare practitioners to physicians, osteopathic physicians, physician assistants or nurse practitioners who had treated patients for at least six months.

The amendment also would have limited qualifying conditions to 15 specific ailments including cancer, epilepsy, HIV/AIDS, and chronic pain lasting longer than six months.

State Sen. Bob Andersen of Sarpy County opposed allowing vaping due to concerns about youth drug use, while committee chair Rick Holdcroft suggested selling cannabis flower would be “a gateway toward recreational marijuana,” a claim Hansen “heavily disputed,” according to the Examiner.

Hansen now faces a difficult path forward, requiring at least 25 votes to pull the bill from committee and then needing 33 senators to advance it across three rounds of debate, regardless of filibuster attempts.

Crista Eggers, executive director of Nebraskans for Medical Marijuana, remained optimistic despite the setback.

“This will not be the end,” Eggers said, according to the outlet. “Giving up has never been an option. Being silenced has never been an option. It’s not over. It’s not done.”

The legislative impasse is further complicated by ongoing litigation. Former state senator John Kuehn has filed two lawsuits challenging the voter-approved provisions, with one appeal pending before the Nebraska Supreme Court. The state’s Attorney General is also trying to do something about the hemp question, akin to other states across the country.



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One of Las Vegas’ cannabis lounges closes its doors

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Nevada’s cannabis lounge experiment faces some expected growing pains, with one of just two state-licensed venues closing its doors after barely a year in business, according to the Las Vegas Weekly.

“The regulatory framework, compliance costs and product limitations just don’t support a sustainable business model,” said Thrive Cannabis managing partner Mitch Britten, who plans to convert the space into an event venue until regulations loosen up.

The closure leaves Planet 13’s Dazed Consumption Lounge as the only operational state-regulated cannabis lounge in Nevada. Dazed manager Blake Anderson estimates the venue attracts around 250 customers daily, primarily tourists. One other establishment, Sky High Lounge, has operated since 2019 on sovereign Las Vegas Paiute Tribe land exempt from state regulations.

Even with Nevada regulators conditionally approving 21 more lounge licenses, potential owners are struggling to meet the $200,000 liquid assets requirement – particularly social equity applicants from communities hit hardest by prohibition.

Recreational marijuana has been legal statewide since 2017, but public consumption remains prohibited. That’s created an obvious disconnect for the millions of tourists who visit Las Vegas annually but have nowhere legal to use the products they purchase. The state recorded roughly $829 million in taxable sales during the 2024 fiscal year.

“It always comes down to money, and it’s difficult to get a space if you can’t afford to buy a building. On top of that, getting insurance and finding a landowner who’s willing to lease to a cannabis business is a challenge in and of itself,” said Christopher LaPorte, whose consulting firm Reset Las Vegas helped launch Smoke and Mirrors, told Las Vegas Weekly.

Many think the key to future success lies in legislative changes that would allow lounges to integrate with food service and entertainment – playing to Las Vegas’s strengths as a hospitality innovator. In the meantime, the industry will continue to adapt and push forward.

“Things take time,” LaPorte said. “There’s a culture that we have to continue to embrace and a lot of education that we still have to do. But at the end of the day, tourists need a place to smoke, and that’s what these places are.”



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Psyence Group consolidates its shares

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Psyence Group Inc. (CSE: PSYG) told investors that it will be consolidating all of its issued and outstanding share capital on the basis of every 15 existing common shares into one new common share effective April 23, 2025 with a record date of April 23, 2025. As a result of the consolidation, the issued and outstanding shares will be reduced to approximately 9,387,695 on the effective date.

This is the second time a Psyence company has consolidated shares recently. In November, its Nasdaq-listed associate, Psyence Biomedical Ltd. (Nasdaq: PBM), implemented a 1-for-75 share consolidation as the psychedelics company worked to maintain its Nasdaq listing.

Psyence Group reported earnings in February when the company delivered a net loss of C$3 million and was reporting as a going concern. At the end of 2024, the company said it had not yet achieved profitable operations, has accumulated losses of C$48,982,320 since its inception.

Total assets at the end of 2024 were C$11,944,478 and comprised predominantly of: cash and cash equivalents of C$10,611,113, other receivables of C$159,808, investment in PsyLabs of C$1,071,981 and prepaids of C$68,243.

Still, the company is pushing ahead. Psyence told investors that it has historically secured financing through share issuances and convertible debentures, and it continues to explore funding opportunities to support its operations and strategic initiatives. “Based on these actions and
management’s expectations regarding future funding and operational developments, the company believes it will have sufficient resources to meet its obligations as they become due for at least the next twelve months,” it said in its last financial filing.

The company said it believes that the consolidation will position it with greater flexibility for the development of its business and the growth of the company.

 



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