Intralot do Brasil, operator of the Lottery of the State of Minas Gerais, has just remodeled the brand of its main product, Keno Minas, which is completing 12 years of success in the Minas Gerais lottery market.
“We went through a moment of great digital transformation, which motivated us to create a new, lighter, clearer and more modern visual identity for our most renowned product,” highlights the Intralot do Brasil marketing team. They reinforce that the essence of the logo's visual was maintained, "but within a more current scenario, in order to associate the brand with a simple, fun and uncomplicated environment."
In 2008, Intralot, a company of Greek origin, arrived in Brazil with the mission of operating licensed lotteries and two years later, in March 2010, it signed a contract with the Lottery of the State of Minas Gerais. Months later, it launched its most successful product in Brazil, Keno Minas, which turns 12 this September.
Other games came, such as Multiplix, Minas 5, Totolot, Totogol and Speed Race. All are available at more than 2,500 lottery terminals located at various points of sale throughout the state.
But the success of Keno Minas is a case of the Brazilian lottery market due to the passion it aroused in Minas Gerais. “This was one of the reasons for the renewal of the brand's identity, which aimed to show society that its most beloved lottery continues to offer a lot of entertainment and great prizes, but now with a much more modern face,” defines the marketing team of Intralot do Brasil.
“The change also came to more objectively reinforce our values and purposes and that's why we decided to reinterpret our logo to incorporate a more modern tone to the dynamism that Minas Gerais and Keno Minas demand.”
At least 60% of the amount collected from the games exploited by Intralot do Brasil for the Loteria Mineira is reverted to the prizes, which explains the good adherence to them. More than R$ 1 billion (US$ 193m) has already been distributed in this way in Minas Gerais.
The Intralot Brasil operation also stands out as an important driving force in the state's economy, responsible for approximately 4 thousand jobs generated through the operation at its points of sale, present in 433 municipalities. In the last year, more than R$ 18 (US$ 3.5m) million were distributed in commission to resellers.
The marketing team says that many news are coming and that “such surprises cannot be revealed yet, so as not to lose the fun."
Source: GMB
