EUROPEAN STATE LOTTERIES AND TOTO ASSOCIATION

Instant games were first launched in
France in 1984. For more than 20 years,
our scratch-off game business boomed
without any high price point launch. It
even reached record sales of 3.4 billion e
in 2000 with only low and mid-price products.
It is only in September 2005 that we finally
launched a high price ticket: The product
is named 7Extra, it is a 10e ticket presented
in a cardboard pack package.
The original theme was about money, but
it has been relaunched twice since 2005
with other themes: once in 2006 (casino
theme) and once in 2007 (7 wonders of
the world theme). This game has remained
alone in this high price point segment and
no additional product has been launched
since then. Sales are still low compared
to the results registered by the rest of the
game mix: 7% of total instant game sales.
The Concept :
The Name of the product is 7Extra
(meaning in French : that’s great!).
The ticket consists of 7 scratch off
games + one bonus game presented in
detachable strips and sold in a cardboard
pack. Due to its larger size, the ticket is
10
Scratch-off, another path to success
highly visible on the shelves. Another interest
is that the theme is renewed every
year.
Benefits for the Consumer:
The game offers an opportunity to win a
high prize: 100000e (ranks N°2 behind
Millionnaire’s 1Me). It presents another
opportunity to maximize overall winning
odds with a rich scratch-off experience:
1. 7 different games,
2. Among them, 3 games with a perceived
value of 1e, 3 with a perceived
value of 2e and 1 with a perceived
value of 3e,
3. Every pack offers a minimum of 3e.
P AN RAMA
Instant Lotteries
7Extra has been quite successful in 2005
and 2006, but sales have now stabilized
around 250Me:
Years
300
250
200
150
100
50
0
7Extra: Turnover and market share
2005 2006 2007
CA 7Extra
Market share
8,00%
7,00%
6,00%
5,00%
4,00%
3,00%
2,00%
1,00%
0,00%
Above: Sales in Me/ % of FDJ scractchoff
game sales
70% of sales have been additional to the
range and cannibalization has remained
low.
This novelty was quite an experience.
The launch of this game was essentially
a technological challenge:
• Because we wanted a printed cardboard
pack and not a blister pack (in
order to get a more premium look),
the manufacturing process required a
specific printing machine.
• Due to the fact that the product was
made of 7 different scratch-off games
+ 1 bonus game, each with their own
prize structure that should suitably
combine to make the overall expected
prize structure, the printer was
obliged to develop a new programming
technology.
• Because only 1 “master” game (out of
the 8) bore logistics and financial data
and should be activated while still in
the pack, a window needed to be created
on the pack... which required a
new cutting technique.
• Because each of the 8 games could
be paid separately and did not bear
all data, each of them needed to be
linked to the “master” game, which
required to adapt programming.
In order to explain this new concept to
consumers, the launch has been strongly
advertised through TV and POS materials.