Hebara is turning 30 years old and I am pleased to have participated in more than 2/3 of this journey. Few companies in the country manage to cross three decades with so many achievements and important milestones in the history of the segment in which they operate. And there are many milestones. It was at Hebara that the RASPADINHA DO RIO was born and its 30 million tickets sold in a single month. Products like Carro Já and Lambada da Sorte came out of the brilliant minds of this team. The commercial history with Costinha, which is part of the imagination of the carioca with more than 40 years, such cringes, is still a reference in advertising today and represents the irreverence that one day this city made such a point of exporting to the rest of Brazil.
And not only sales success products that make the history of this company. The ‘Raspadinha dos Clubes’ (Clubs Scratch Card), from 2009, won't let me lie. What many people don't know is that launching this product required unprecedented diplomatic skill. With a lot of sewing, to use a popular term, we managed to reach an agreement with the four big football clubs in Rio, when the presidents didn't talk to each other.
How good it was to contribute to the launch of Scratch Card SOS Região Serrana, in 2011, which was launched in a record time of 15 days to generate resources exclusively for cities devastated by the rains that caused so much destruction in January of that year. I always like to use SOS as a reference for what a state lottery can do for those most in need. I remember Dona Dorinha, a friendly and selfless lady who at the time led the APAE in Nova Friburgo and whose headquarters were decimated due to the storms that caused more than 900 deaths in the region. The resources generated provided for the complete reconstruction of the APAE building, to the happiness of Dona Dorinha and several people involved in that beautiful project.
The union of purposes of Loterj and Hebara made us manage to place a product on the market with everyone giving up their revenues so that resources were directed to those affected by the floods. Best of all, I've never seen a series of SCRATCHES sold out so quickly.
I bring the memory of RASPADINHA SOS to the surface now because the time is ripe, given that many States are moving to launch their lotteries. It is a demonstration of how a state lottery can make a difference in the lives of those who need it most, as its products are a playful way to collect taxes, generate jobs and income. And instantly.
Hebara, 30 years after Lambada da Sorte, is studying, case by case, all the opportunities that are arising and preparing to bring to the states the experience it has built up in three decades of services for various state lotteries in the country.
The numbers that Hebara achieved in each lottery product - R$ 1.2 billion in the Múltiplas Chances lottery and R$ 600 million in the Instant Lottery - in just the last 10 years of operation, accredit it and its experienced team of professionals , to contribute to the process of regulating betting, lotteries and games in the country.
In parallel with the analysis we are doing on PMIs and Bids in several states, we started to study projects in the digital wallet, livecommerce, loyalty, gamification for technology sectors and many other businesses that are emerging. Our radar is wired for new technologies. We don't see the future without them.
New times are emerging... and let the next 30 years come.
Amilton Noble
Director of Hebara Distribuidora de Produtos Lotéricos, a company headquartered in Rio de Janeiro specialized in the operation of state lotteries, having created successful products such as RASPADINHA DO RIO and RIO DE PRÊMIOS.
