EUROPEAN STATE LOTTERIES AND TOTO ASSOCIATION

Instant Lotteries
Overall, 7Extra consumer base remains
small and quite specific.
The acceptance of such high price point
tickets is based on several factors. With a
high price point, players expect:
• A game with better odds,
• More scratch-off zones and games
than what is offered on 3-5e tickets,
• A high top prize,
• Obviously lots of intermediate prizes
(between 30e and 200e), which provide
an attractive return on investment.
Since the top prize for 5e tickets (with 5
games inside) was already 50 000e, we
decided to opt for a 100 000e top prize
for the 10e 7Extra ticket. It ranks n°2
within the gaming range (behind Millionnaire
top prize of 1Me).
The payout is another important factor.
For 7Extra, we are offering a payout percentage
of 70% and it’s among our largest
payouts of our game mix:
1e games: 62.5% or 63%
2e games: between 60% and 66%
3e games: between 68% and 70%
5e games: between 68% and 75%.
7EXTRA Sept. 13th, 2007 edition
750 000 printed tickets
overall odds : 1 out of 4
No. of prizes Prizes Total
1 100 000 e 100 000 e
9 1 000 e 9 000 e
500 100 e 50 000 e
4 500 50 e 225 000 e
10 000 30 e 300 000 e
27 400 20 e 548 000 e
51 920 15 e 778 800 e
93 170 10 e 931 700 e
310 000 5 e 1 550 000 e
252 500 3 e 757 500 e
750 000 5 250 000e
TRJ 70,00%
Since we launched our latest sport event
game (5e Pékin 2008) with a 75% payout
percentage, we plan to relaunch 7Extra
soon, increasing the product payout
to 75%. We are also considering launching
tickets in 2009 or 2010 in the 20e or
more price range, but we will first further
enrich our 5-10e range.
Beside 7Extra, la Française des Jeux
runs a promotional operation for Christmas
and New Year that consists of a gift
pack filled with tickets sold at a price
point of 20e.
This promotional activity started in 1994
and is now a major consumer rendezvous.
It consists of 4 different gift packs, each
of them filled with FDJ standard tickets
whose cumulative value equals 20e. The
selling period extends from early December
to mid January.
These offers of gift packs have been renewed
regularly:
1992-1996: Classical gift packs
1997: Pop-up gift packs
1998: Musical gift packs
1999: Calendar gift packs
2000-2002: Musical gift packs
2003-2005: Glossy gift packs
2006: Zip gift packs
2007: Zip gift packs (with hologram)
They are always strongly advertised
through TV, radio, Internet and POS material.
Since a lot of them are offered to
non-consumers, they are one of the best
means to recruit new consumers for this
category.
Example of 2007 gift pack:
11
P AN RAMA
POS material avertising 2007 gift packs:
This operation is a true consumer success
and boosts scratch-off game sales by
25-30% compared to an average week.
Overall, additional sales account for 2%
of yearly total sales.
Though a promotional event, gift packs
now tend to be considered as a product
in itself by consumers.
Additional sales generated by gift packs
N.B. : 2001 results have been badly
impacted by the change of currency
(switch to euro).