Since August 10, lottery gamblers have another betting channel. The Loterias Online had until September 9th, almost 3.5 million new accesses with 341 thousand registrations and collection of US$4.45 million.
"It exceeded the expectation, which was 3% of collection in the first 12 months. In the first month alone, the total average purchase was in the house of US$147,500 per day and the average ticket was US$12.3. This represents 1, 41% of all Lottery revenues in the period," said CAIXA's national Lottery Products Manager, Rodrigo Hideki Hori.
Increase of young and female audiences
Regarding the profile of the consumer public, men are still the ones who bet the most, including the online channel. However, it was expected that the percentage of the female audience increased, which was actually achieved in that first month. "While in the physical channel they represent 15.5% of all lottery purchase, online was almost 26% of the purchases made by women," said Rodrigo Hori.
"The profile we reached was what we were looking for when we developed the portal," explained the manager. "The younger crowd, aged 18-44, accounted for more than 50% of all online bets." The percentages in the age group of 25 to 34 years and of 35 to 44 years were the largest, each registering 28%. In the lottery stores, this same public represents a percentage of 12.6% and 19.9% respectively, according to previous research (check the chart).
The most popular games on the online channel were Mega-Sena, with US$1.6 million collection, and Lotofácil da Independência, whose draw took place on September 8th and raised US$1.2 million. "We realized that bettors who like certain products and who did not go to the lottery stores are betting online," explains the manager. This is the case of Loteca, which in lottery houses represents less than 1% in collections, while in online it reached more than 3%, with a collection of US$125,600 in the first month.
Some online gamblers were lucky at this beginning of the new betting channel. One of them hit the 15 numbers of the 1711 contest of Lotofácil of September 14 and received US$120,500. They also had two winners in Lotogol and four in Loteca, games whose bettor must match the results or the number of goals in football matches.
With the increase in the number of bets, traditional lottery stores were also benefited. This is because 3.11% of the total collection is transferred to the lottery stores. "In that first month, almost US$147,500 were distributed," said Hori. "Plus, betting on Loterias Online is more people playing, which raises revenue and bigger prize offers, which in turn draws more punters to lottery houses."
Source: GMB
