According to the head of marketing at Consórcio Mineira da Sorte Loterias (CMSL), Felipe Abramides, the contribution will be important for the expansion of the sales and dissemination points of the Raspadinha®.
“In 2024, around R$50 million (US$ 10m) will be invested in publicity strategies, such as marketing, distribution and structure. Raspadinha®, which was launched in November 2023, has generated very positive results. The estimate is that in 20 years, the period of our concession, there will be a collection of R$5 billion (US$ 1bn) transferred to the Loteria Mineira.”
Despite the short time on the market, the results generated with Raspadinha® are favorable. Today, there are already around 900 points of sale in the State, a number that should reach 2,500 by the end of the year.
“With just six months on the market, we were quickly able to see a very good turnover of the product. In January, for example, the number of winning tickets was around 50 thousand and, now in April, we closed with 200,000. This represents around R$2 million (US$ 395,000) in prizes already distributed. As the growth is monthly, we have an average of 1,500 awards per day,” he explained.
One of the points that has favored the expansion of sales units is the financial return for partners who sell Consórcio Mineira da Sorte's Raspadinha®. According to Abramides, partner stores are recording, on average, a 20% increase in revenue with the sale of the instant lottery.
Furthermore, the instant game can be sold at retail, including bakeries, supermarkets, newsstands, among other businesses.
“We are happy with the returns, customers who have been with us since the beginning registered around 20% growth in store revenue after starting to sell Raspadinha®.”
“The big difference between Raspadinha® and other types of games is that it is sold at retail, that is, at newsstands, in restaurants, it is a very wide network. Furthermore, 70% of the prizes distributed are redeemed and spent at the point of sale, thus generating a positive cycle for retail,” he highlights.
Today, there are four Raspadinha® games: Superpremiada, Boa Sorte, 7 da Sorte and Jogo da Velha. The price ranges from R$2 to R$10, with prizes reaching up to R$250,000 (US$ 50,000). Right at the beginning of sales, sales were more concentrated in Belo Horizonte and the metropolitan region. Today, the Consórcio Mineira da Sorte game is already present in all regions of the State.
Still this year, Consórcio Mineira da Sorte expects to launch more products. A new lottery and new types of Raspadinhas are in the process of being created.
Source: Diário do Comércio
