Launched on September 16, 2010, it was the first online/real-time game offered by Intralot do Brasil for the Minas Gerais State Lottery. Today, there are more than 2,500 lottery terminals located in more than 300 municipalities in the state.
In all, approximately R$ 800 million (US$ 150m) in prizes have been distributed to keno fans across the state, resulting in one of the largest pay-outs of an official lottery in Brazil.
Intralot do Brasil, a company of Greek origin, arrived in the country with the mission of operating licensed lotteries in 2008 and two years later, in March 2010, signed a contract with the Lottery of the State of Minas Gerais. In September of the same year, Intralot do Brasil launched its most successful product, Keno Minas.
Other games came, such as Multiplix, Minas 5, Totolot, Totogol e 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 Intralot do Brasil marketing area. This remodeling took place precisely on the eve of its 12th birthday to reinforce the company's strong interest in continuing to invest in the well-being of Minas Gerais society.
This, by the way, is a part of the essence of the modality, which made Keno an important source of resources to subsidize social actions to the less favored in the state.
Among the main initiatives during this period, Intralot highlights:
• more than R$ 33m (US$ 6.2m) for the fight against the covid pandemic;
• transfers of R$ 10m (US$ 1.9m) to the Military Police of the State of Minas Gerais;
• more than R$ 25m (US$ 4.7m) in assistance to those affected by the rain in the Recupera Minas program;
• and much more.
“It is with this spirit of achievement that we wish Keno Minas a happy birthday in September!”, says the marketing team of Intralot do Brasil, adding: “Keno will continue to help more and more people to have a more prosperous life, bringing entertainment and many prizes to its customers!”
In the coming days, a new Intralot do Brasil campaign will be announced and its theme will be the World Cup. The “Seleção Keno do Brasil” is in the oven and will award weekly shopping vouchers to both customers who bet both at points of sale and online.
Source: GMB
