EUROPEAN STATE LOTTERIES AND TOTO ASSOCIATION

Premium
It only takes a second to get the thrill of
an instant game, but it takes an all-out
effort to keep players coming back for
that titillating kick. Instant games look
deceptively simple, but they are the most
demanding product for a Lottery market.
There’s far more to it than just printing
and distributing scratch cards, or creating
a successful product mix: A specific
instant game product, susceptible to fluctuations
in the market, comes and goes,
while the brand itself remains.
Intralot faces the challenge to create a
successful brand with lasting power. Our
aim is not just to mix together the right
ingredients and come up with a catchy
product that risks losing its flair; our aim
is to develop a leading and lasting brand.
Backed by almost 15 years of experience
on Instants worldwide, INTRALOT
is keen and capable to rise to this challenge.
While players might never think twice
about playing an instant, at INTRALOT
we ask ourselves and others, and get
answers to some very critical questions
when designing such a brand: What do
players actually think and feel about instant
games? What are the demographics,
the market and the competition in
the area where the instant games will
be introduced? How can we best tailor
product mix, payout percentage, and
prize structure to deliver maximum excitement
and increase players’ chances?
What should the average selling price be
and how many games should be offered
at any one time?
At INTRALOT we rely on top graphic art
designers to produce fresh, eye-catching
themes, striking graphics, and userfriendly
tickets with information for both
players and agents. Having reached the
designs appropriate to each market we
make it our business to choose the printer
supplier who is most appropriate for
each Lottery and who can best meet local
needs for each and every market.
The success of an instant game brand
is based as much on the winning design
of its tickets as on the agents selling the
Creating a successful
brand for instants
products, since they are the ones who
can appeal to consumers with zest and
enthusiasm. We pay particular attention
to the agents’ density, the payment terms
and procedures, the agents’ incentive
programs that will be offered by the Lottery
and the agents’ inventory levels. IN-
TRALOT ensures that the selling, cashing
and settlement systems of traditional
channels are designed to breed credibility
as well as to maximize profitability and
minimize the workload of agents and consumers
alike. In its goal towards expanding
consumer reach, INTRALOT strongly
promotes the use of alternative distribution
channels, whenever possible.
A strong well balanced network as previously
described is reinforced and supported
by a powerful advertising strategy
to tap into the public spirit of gaming and
foster the brand image. We develop exclusive
promotional and purchase material
that support the brand and add a significant
brick to the success and growth of
the games. At all times INTRALOT analyses
sales data in depth and uses them as
a powerful managerial tool for recalibrating
all aspects of Instants operation.
To accomplish all of this takes more time,
effort and resources than is required for
any of the other Lottery products to be
marketed. To make Instants successful,
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the optimization of all these factors is an
absolute “must” as opposed to the easy
recipe of “higher jackpots” that is the
normal remedy for the Numerical games.
Every Lottery that aims at achieving success
in Instants should combine all the
above ingredients that go into making a
leading brand effectively so as to optimize
the final result in the market.
INTRALOT, having specific experience
in a number of jurisdictions around the
world is best suited to be the effective
and credible partner to any Lottery for a
profitable operation of Instants.
With the in depth knowledge of all aspects
of Instants operation and with the
security of a mature worldwide operator,
INTRALOT can set the goals needed and,
in close cooperation with the Lottery,
achieve them, so as to satisfy the shortand
long-term needs of the marketplace,
and create a loyal customer base which
will grow, as satisfied customers spread
the word.