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POSITIONING CUPONAZO AND HIGH JACKPOT GAMES

POSITIONING CUPONAZO AND HIGH JACKPOT GAMES. PGRI LOTTERY EXPO 2013 Miami , November 2013. ÍNDICE. 1. About ONCE. 2. Cuponazo. 3. Eurojackpot. 4. Positioning Cuponazo and Eurojackpot. O RGANIZACIÓN N ACIONAL DE C IEGOS E SPAÑOLES.

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POSITIONING CUPONAZO AND HIGH JACKPOT GAMES

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  1. POSITIONING CUPONAZO AND HIGH JACKPOT GAMES PGRI LOTTERY EXPO 2013 Miami, November 2013

  2. ÍNDICE 1 About ONCE 2 Cuponazo 3 Eurojackpot 4 Positioning 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 indirectemployments in 20 years: 97,5% People with disabilities.

  4. About ONCE 1.2 Social Services PERSONAL AUTHONOMY AND ACCESSIBILITY SUPPORT TO EMPLOYMENT SOCIAL WELFARE ADVICE EDUCATIONAL CARE BIBLIOGRAPHIC RESOURCES CULTURE SPORTS AND LEISURE R&D TIPHROLOGY ONCE collaborates to the full integration of the Spanish blind people in the society.

  5. About ONCE 1.3 Social Services in 2012 31.500 works in the Digital Library SOCIAL SERVICES 2012 7.403 children assisted during academic year 49 projects of social and technology investigation 3.954 actions for social welfare, employment support and education 4.627 beneficiaries of the 11.866 tiphrology equipments 3.854 seats for social holidays for elderly people 26.353 volunteering services 7.008 users of the Rehabilitation Service, 13.073 interventions 6.136 activities of social and cultural entertainment and sports 145 guide dogs delivered

  6. COMPLEMENTARY PHYSICAL CHANNEL ONCE VENDORS About ONCE 1.4 Sales networks • Tobacco shops, petrol stations, news stands, bars, etc. • 10.000 new retailers. • Commercial contract (commission). • Distribution services provided by GTECH-Logista. • 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.

  7. About ONCE 1.5 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. About ONCE 1.6 Product Portfolio ONCE Sales in 2012: 1.913,4MM € Passive Lottery Pre-printed: Cupón 1.529,2MM Instants 299,4MM ONCEhas a full range portfolio of lottery games Keno 84,8MM Loto

  9. ÍNDICE 1 About ONCE 2 Cuponazo 3 Eurojackpot 4 Positioning Cuponazo and Eurojackpot

  10. Cuponazo 2.1 PassiveLottery: CUPONAZO DRAW Friday PRICE 3,00€ TOP PRIZE:9.000.000€ (every week) Sales 2012: 625,5 million Euros

  11. Cuponazo 2.2 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. Cuponazo 2.3 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. Cuponazo 2.4 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. Cuponazo 2.5 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.

  15. ÍNDICE 1 About ONCE 2 Cuponazo 3 Eurojackpot 4 Positioning Cuponazo and Eurojackpot

  16. Eurojackpot 3.1 Active Lottery: Eurojackpot (loto) DRAW Friday PRICE 2,00€ TOP PRIZE: 46.000.000€ in April 2013 Since July 2012. Formed by 29 lotteries from 14 countries.

  17. Eurojackpot • 3.2 BriefHistory • 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.

  18. Eurojackpot • 3.3 Members

  19. ÍNDICE 1 About ONCE 2 Cuponazo 3 Eurojackpot 4 Positioning Cuponazo and Eurojackpot

  20. EUROJACKPOT Rational criteria Enormous gain Limited n° of winners (in Spain) New, international Emotional values Intensive dream (irrational) Impulsive More modern, young EuroJackpot is an impulse product that activates intense dreams to win enormous (outrageous) amounts CUPONAZO Rational criteria Big gain Many winners in Spain Tradition, Flagship Emotional values Proximity Security Trust, habit Cuponazo is a product that offers objectively more chances to win considerable amounts to become “rich” in Spain Positioning Cuponazo and Eurojackpot • 4.1 Differences Eurojackpot Cuponazo for Players

  21. Positioning Cuponazo and Eurojackpot 4.2 Qualitative Profile: very different games

  22. Positioning Cuponazo and Eurojackpot 4.3 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.

  23. THANK YOU!!!

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