Tele Sena CEO supports gaming legalization in Brazil

GMB - Tele Sena turns 26 years in 2017. Explain how Tele Sena achieved this longevity? What is your biggest differential during all these years?
José Maria Corsi - I believe the great difference of Tele Sena is the credibility of Silvio Santos and the seriousness with which he treats his clients. We are constantly looking for innovations in the area of technology to facilitate the conferencing of titles by the consumers and creating mechanisms of awards that can attract different audiences. Another factor that contributes to the increase of credibility and fidelity is the format of commercials with testimonials of people who have won in Tele Sena. Some of these winners even not properly checking their titles are located and contacted so they can receive their prizes. I think that such attitudes reinforce the brand's credibility even more.

One of the greatest features of the Tele Sena is the many possibilities of obtaining some prize. Is this an important factor in keeping the title one of the most important in Brazil?
Undoubtedly the variety of award-winning formats helps to make the product more attractive. Strategically, with each campaign, our marketing area updates values and ways to win with the goal of attracting new consumers. Today we have a varied range of awards that appeal to both the traditional, faithful, older audience, as well as the young audience that is in contact through social networks. More traditional awards such as More Points, Less Points, Tele Sena Completa and Casa Prize, which require a longer waiting time for contemplation have the older, more traditional audience preference. We then created the instant prize, in which the consumer can win prizes on time, in addition to the All Day Prize, with daily raffles. These two new formats appeal to the younger audience, who are not patient enough to follow weekly draws. I think this mix of possibilities is that they keep the product attractive, loyal customers and conquering potential new consumers.

What is the position of Liderança Capitalização regarding the legalization of gaming in Brazil? Is the country ready to have a gaming market? What is already good and what still needs improvement?
Tele Sena is a single payment capitalization, regulated by SUSEP, an agency subordinated to the Ministry of Finance, therefore, it is not part of the gaming market. But personally speaking, the other day I read a story informing that the legalization of gaming in Brazil could generate revenues of R$ 15 to R$ 20 billion per year of taxes, in addition to more than 150 thousand formal jobs with bingos and casinos. Faced with so many benefits we can not ignore a market with so much potential. We have only the responsibility to do it correctly, seriously and well regulated. An interesting and effective example implemented in Portugal is the IEJ - Special Tax on Games, which receives 77.5% of the taxes collected from Portuguese casinos. Of these, 20% are destined for works and investments of interest for tourism in the municipalities where the casinos are located. It is a great example of how it can be beneficial if well crafted and regulated.

Can Tele Sena be used as a successful example for a future Brazilian gaming market? Which sectors can be mirrored in Tele Sena to create products that please the population and become a great success?
As I said before, Tele Sena is a capitalization title, but we have other products strictly in the gaming market that are successful in our country, such as: Mega Sena, Lotomania, which may well serve as an example. I think the capitalization market has many quality products in the format of the Tele Sena (capitalization coupled with draws). But the creation of new products is never too much. Specifically from Tele Sena, perhaps the biggest example that could be drawn is the attractive way of awarding, combined with the concern to reach different audiences.

What can change to the Tele Sena product in a scenario where all game modes are legalized and regulated in Brazil? Are there any projects to make the product more attractive to consumers in this scenario?
We would not compete directly in this eventual scenario of legalization of all games. It could offer a greater competitiveness, forcing Tele Sena to create new mechanisms, but there is market for all. Our concern has always been to keep our traditional customers, those who have already bought our product for some years. For this reason we do not give up the traditional awards already mentioned, such as More and Fewer Points and Tele Sena Completa. However, the search for new consumers and formats appealing to all of us motivated us to create faster ways of contemplation, as we have already reported, with daily and instant awards. This has caused brand and product rejuvenation, as well as becoming a trademark of Tele Sena.

Much is said that, with gaming activity regulated in Brazil, Silvio Santos is one of those interested in having a casino. Within the Silvio Santos group, of which Liderança Capitalização is part, is there even this interest? Is there any project to put Tele Sena in casinos?
Our product can not be marketed in casinos. Following the established rules, and because it is a Capitalization title, there are authorized sales points, in addition to the excellent partnership with the Post Office and Caixa Econômica Federal.

Acting together with an active gaming market or not, what are the prospects for the future of the Tele Sena product? What are the goals of the brand for the near future?
We are talking about a product that has been on the market for 26 years, aimed at the family and more recently became part of the dream of consumption of a potential audience, which is the young. In addition, it has great credibility in the market and we are working so that more and more we can offer our public the chance to change their lives. Our concern now is to increasingly consolidate the brand in the minds and daily lives of consumers, bringing new audiences that are not yet impacted, in order to generate more consumption, in addition to creating a virtuous circle of loyalty that will make our product and our brand pass from generation to generation with the same credibility and attractiveness.

Source: GMB Exclusive

Author: Pedro Henrique Feitosa