To ensure the performance of the lottery modality implemented for the Minas Gerais State Lottery, the Consórcio Mineira da Sorte Loteria (CMSL) has been promoting numerous campaigns to reintroduce the instant game, which was very successful in the 1980s and 1990s, to the people of Minas Gerais.
The concept "Having fun can be simple," developed by Artplan, brings the signature "Scratched. Won. Cashed" to present the product as something fun and easy to use for all audiences. The agency's delivery also includes creating visual identity and developing content for Raspadinha® social media on TikTok, Instagram, and Facebook.
Media presence can be found in spaces such as buses, radios, and OOH scattered throughout the state of Minas Gerais, which already has the product's novelties and benefits in approximately a thousand points of sale. The goal is for Raspadinha® to be present in more than a hundred municipalities in the region, including Belo Horizonte and the metropolitan area, by June of this year.
The agency's influence marketing nucleus has developed an action plan with 30 influencers of different reaches and engagements, who visit various points of sale in Minas Gerais to present the product to the public - or reintroduce it to those who are already familiar - with instructions on how to play the new version of Raspadinha®.
Approximately R$ 50 million (US$ 10m) will be invested in dissemination strategies, such as marketing, distribution, and structure.
Among the four ticket options available, players can select according to their color preferences, themes, prizes, and even the cost, as it is possible to buy games for R$ 2, R$ 5, or R$ 10 (US$ 0.4, US$ 1 or US$ 2).
On average, for every four tickets, one is awarded, and prizes can reach up to R$ 250,000 (US$ 50,000). The product, which entered the Minas Gerais market in October 2023, had marketing investments of around R$ 30 million (US$ 6m). Operations, started with Raspadinha®, will be expanded with traditional lottery games later this year.
Raspadinha® is a simple, fun game that offers a very significant prize, capable of changing the concept that the people of Minas Gerais have about lotteries.
IGT and SG are global leaders in the segment and operate in many international markets with extremely relevant results. An example is the operation in Italy, where more than €11 billion are sold annually, which is more than R$60 billion (US$ 12bn) in a country 27 times smaller than Brazil and with less than 1/3 of the population.
"The proposal of the CMSL is to transform the market in Minas Gerais, with first-rate products that will please the consumers of Minas Gerais. Furthermore, we will bring numerous benefits to Minas Gerais, as the revenue from this concession is used to promote investments in social projects by the State Government," reveals Roberto Quattrini, CEO of CMSL.
"The arrival of CMSL in Artplan's portfolio deepens our philosophy of delivering communication as a business value to markets that are still underexplored in the country, such as the global instant ticket segment. The challenge is to combine all the emotional baggage of the product with the freshness of agents from the new creative economy, in order to win over audiences of various ages, such as the nostalgic ones, but also those eager for novelties," says Gláucia Montanha, CEO of Artplan SP.
A portion of the resources generated by Raspadinha® will be allocated to social and public safety causes defined by the State Public Authority, such as projects in the areas of education, health, and public safety in the state of Minas Gerais.
In the current administration, the Loteria Mineira has already allocated more than R$80 million (US$ 16m) for the financing of programs carried out by the Health, Social Development, and Police Military Secretariats of the State.
The Consórcio Mineira da Sorte Loteria (CMSL) - formed by three major companies in the segment, global leaders IGT and Scientific Games, and the Brazilian company Saga, with over 35 years of experience - was the winner of International Public Tender No. 001/2023. Of the total net revenue, 21% should be directed to the government of Minas Gerais, with an estimated collection of R$5 billion (US$ 1bn), with a minimum transfer of R$500 million (US$ 100m), over the 20 years of the concession, as agreed in the contract.
Source: GMB
