positioning cuponazo and high jackpot games
Post on 25-Feb-2016
37 Views
Preview:
DESCRIPTION
TRANSCRIPT
POSITIONING CUPONAZO AND HIGH JACKPOT GAMES
PGRI LOTTERY EXPO 2013 Miami, November 2013
ÍNDICE
1 About ONCE
2 Cuponazo
3 Eurojackpot
4Positioning Cuponazo and Eurojackpot
3
ORGANIZACIÓN NACIONAL DE CIEGOS
ESPAÑOLES ONCE: Social organization that has a lottery concession to
provide social services for blind people and people with other disabilities.
Through ONCE: 71.295 blind people or with severe visual impairment are
integrated in the Spanish society. 58.918 direct employments: 56% people with disabilities. 81.699 indirect employments in 20 years: 97,5% People
with disabilities.
4
ONCE collaborates to the full integration of the Spanish blind people in the society.
1. About ONCE1.2 Social Services
PERSONAL AUTHONOMY AND ACCESSIBILITY
SOCIAL
WELFARE
EDU
CATI
ON
AL
CARE
SUPPORT TO
EMPLOYMENT
R&D
TIPHROLOGY
BIBLIOGRAPHIC
RESOURCESADVICE
CULTURE
SPORTS AND
LEISURE
5
SOCI
AL S
ERVI
CES
2012
1. About ONCE1.3 Social Services in 2012
31.500 works in the Digital Library
49 projects of social and technology investigation
6.136 activities of social and cultural entertainment and sports
26.353 volunteering services
4.627 beneficiaries of the 11.866 tiphrology equipments
7.403 children assisted during academic year
3.954 actions for social welfare, employment support and education
3.854 seats for social holidays for elderly people
145 guide dogs delivered
7.008 users of the Rehabilitation Service, 13.073 interventions
6
ONCE VENDORS
20.073 blind or disabled vendors.
ONCE employees. Salaries and commissions
represent 29,2% of the total sales.
They are the most important ONCE contribution to society.
COMPLEMENTARY PHYSICAL CHANNEL
1. About ONCE1.4 Sales networks
Tobacco shops, petrol stations, news stands, bars, etc.
10.000 new retailers. Commercial contract
(commission). Distribution services provided
by GTECH-Logista.
7
1. About ONCE1.5 Certifications
ONCE has been certified as entity that meets the Responsible Gaming standards promoted by the World Lottery Association (WLA) and
European Lotteries (EL)
ONCE is certified according to World Lottery Association (WLA-SCS2006) and ISO / IEC
27001:2005
8
Instants
Passive LotteryPre-printed: Cupón
LotoKeno
1.529,2MM
299,4MM
84,8MM
ONCE Sales in 2012: 1.913,4MM €
ONCE has a full range portfolio of
lottery games
1. About ONCE1.6 Product Portfolio
ÍNDICE
1 About ONCE
2 Cuponazo
3 Eurojackpot
4Positioning Cuponazo and Eurojackpot
10
2. Cuponazo2.1 Passive Lottery: CUPONAZO
PRICE
3,00€
DRAW
Friday
TOP PRIZE: 9.000.000€ (every week)
Sales 2012: 625,5 million Euros
11
2. Cuponazo2.2 Cuponazo Details
Cuponazo is a combination of 2 numbers: A five digits number, 00.000 to 99.999, Plus a three digits number (series), 1 to 135
Traditional Passive Lottery: Fixed weekly issue: 135 series of 100.000 tickets each, that is
13,5 million tickets 3 Euros each, total 40,5 million Euros every week
All prizes are fixed amounts Average pay-out: 49,96%
Cuponazo is sold as pre-printed tickets, POS terminal ticket and through Internet and Mobile.
12
2. Cuponazo2.3 Cuponazo Prize Structure
Top Prize €9 million to a single ticket plus 9 more €100.000 prizes to another 9 tickets. And: 134 prizes 30.000€ to last 5 digits from main number. 1.206 prizes 600€ to last 5 digits from additional 9 numbers 1.215 prizes 500€ to last 4 digits from main number. 12.150 prizes 50€ to last 3 digits from main number. 121.500 prizes 6€ to last 2 digits from main number. 1.215.000 prizes 3€ to last digit from main number.
Total 1.351.215 prizes (every 10th ticket). The best option for players: more winners, more prizes, more
winning opportunities.
13
2. Cuponazo2.4 Cuponazo Draw: tradition and modernity
Live Broadcast on the Internet and recorded for TV usage. Winning Numbers are presented on State Broadcasting company
(TVE) during “prime time” for optimal reach. State of the art equipment with RFID Business Continuity Plan with
backup site, equipment and personnel.
14
2. Cuponazo2.5 Brief History
Cuponazo was introduced in 1987 Revolutionary product with a fixed high prize every week. Soon becomes a big success and the flagship of ONCE,
modernizing the image of the organization. Several changes throughout the years to adapt to changing
consumer preferences: Higher top prize, more secondary prizes. Latest change in June 2012. Good candidate for internationalization in near future.
ÍNDICE
1 About ONCE
2 Cuponazo
3 Eurojackpot
4Positioning Cuponazo and Eurojackpot
16
3. Eurojackpot3.1 Active Lottery: Eurojackpot (loto)
PRICE
2,00€
DRAW
Friday
TOP PRIZE: 46.000.000€ in April 2013
Since July 2012. Formed by 29 lotteries from 14 countries.
17
3. Eurojackpot
• Initiated by Germany, Nordic Countries and Italy following the success of Euromillions.
• First draw March 2012 with 9 countries.• ONCE joins in July 2012 after regulatory changes.• Second wave February 2013 to reach 29 lotteries
in 14 countries and more than 240 million inhabitants.
• Germany, Italy, Spain, Netherlands, Denmark, Slovenia, Finland, Estonia, Croatia, Iceland, Latvia, Lithuania, Norway and Sweden.
3.2 Brief History
18
3. Eurojackpot 3.3 Members
ÍNDICE
1 About ONCE
2 Cuponazo
3 Eurojackpot
4Positioning Cuponazo and Eurojackpot
20
4. Positioning Cuponazo and Eurojackpot
EUROJACKPOT
Rational criteriaEnormous gainLimited n° of winners (in Spain)New, international
Emotional values Intensive dream (irrational)ImpulsiveMore modern, young
EuroJackpot is an impulse product that activates intense dreams to win enormous
(outrageous) amounts
CUPONAZO
Rational criteriaBig gainMany winners in SpainTradition, Flagship
Emotional valuesProximitySecurityTrust, habit
Cuponazo is a product that offers objectively more chances to win
considerable amounts to become “rich” in Spain
4.1 Differences Eurojackpot Cuponazo for Players
21
CUPONAZO EUROJACKPOTWeekly Dream Ultimate Dream
Tradition Innovation / ModernSpanish (monocultural) European (multicultural)
Habit DiscoverKnown Context Unknown Context
Saga HypeMature YoungWarm Superficial / Distant
Sympathy AdmireDesire Passion
Structure FreedomSecurity/Sure Excess
Slow Fast
4. Positioning Cuponazo and Eurojackpot4.2 Qualitative Profile: very different games
22
4. Positioning Cuponazo and Eurojackpot4.3 And the winner is…
Cannibalization of Cuponazo. Cannibalization of other active games: 7/39 and Keno. Eurojackpot has not taken-off yet. Will insist to differentiate both products and attract new younger
players with Eurojackpot. Both products are affected by heavy economic crisis, new taxes to
prizes and new online competitors.
THANK YOU!!!
top related