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POSITIONING CUPONAZO AND
HIGH JACKPOT GAMES
PGRI LOTTERY EXPO 2013
Miami, November 2013
ÍNDICE
1
About ONCE
2
Cuponazo
3
Eurojackpot
4
Positioning Cuponazo and Eurojackpot
ORGANIZACIÓN NACIONAL
DE CIEGOS ESPAÑOLES
 ONCE: Social organization that has a lottery concession to provide
social services for blind people and people with other disabilities.
 Through ONCE:
 71.295 blind people or with severe visual impairment are
integrated in the Spanish society.
 58.918 direct employments: 56% people with disabilities.
 81.699 indirect employments in 20 years: 97,5% People with
disabilities.
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1. About ONCE
1.2 Social Services
PERSONAL
AUTHONOMY AND
ACCESSIBILITY
TIPHROLOGY
4
1. About ONCE
7.403 children assisted
during academic year
3.954 actions for social
welfare, employment support
and education
3.854 seats for social
holidays for elderly people
7.008 users of the
Rehabilitation Service,
13.073 interventions
SOCIAL SERVICES 2012
1.3 Social Services in 2012
145 guide dogs delivered
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31.500 works in the Digital
Library
49 projects of social and
technology investigation
4.627 beneficiaries of the
11.866 tiphrology equipments
26.353 volunteering services
6.136 activities of social and
cultural entertainment and
sports
1. About ONCE
1.4 Sales networks
ONCE VENDORS
COMPLEMENTARY PHYSICAL CHANNEL
 20.073 blind or disabled vendors.
 ONCE employees.
 Salaries and commissions
represent 29,2% of the total
sales.
 They are the most important
ONCE contribution to society.
 Tobacco shops, petrol stations,
news stands, bars, etc.
 10.000 new retailers.
 Commercial contract
(commission).
 Distribution services provided by
GTECH-Logista.
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1. About ONCE
1.5 Certifications
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1. About ONCE
1.6 Product Portfolio
ONCE Sales
in 2012:
1.913,4MM €
Passive Lottery
Pre-printed:
Cupón
1.529,2MM
299,4MM
Instants
84,8MM Keno
Loto
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ÍNDICE
1
About ONCE
2
Cuponazo
3
Eurojackpot
4
Positioning Cuponazo and Eurojackpot
2. Cuponazo
2.1 Passive Lottery: CUPONAZO
DRAW
PRICE
Friday
3,00€
TOP PRIZE: 9.000.000€ (every week)
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2. Cuponazo
2.2 Cuponazo Details
 Cuponazo is a combination of 2 numbers:
 A five digits number, 00.000 to 99.999,
 Plus a three digits number (series), 1 to 135
 Traditional Passive Lottery:
 Fixed weekly issue: 135 series of 100.000 tickets each, that is 13,5
million tickets 3 Euros each, total 40,5 million Euros every week
 All prizes are fixed amounts
 Average pay-out: 49,96%
 Cuponazo is sold as pre-printed tickets, POS terminal ticket and
through Internet and Mobile.
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2. Cuponazo
2.3 Cuponazo Prize Structure
 Top Prize €9 million to a single ticket plus 9 more €100.000 prizes to
another 9 tickets. And:

134 prizes 30.000€ to last 5 digits from main number.

1.206 prizes 600€ to last 5 digits from additional 9 numbers

1.215 prizes 500€ to last 4 digits from main number.

12.150 prizes 50€ to last 3 digits from main number.

121.500 prizes 6€ to last 2 digits from main number.

1.215.000 prizes 3€ to last digit from main number.
 Total 1.351.215 prizes (every 10th ticket).
 The best option for players: more winners, more prizes, more winning
opportunities.
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2. Cuponazo
2.4 Cuponazo Draw: tradition and modernity
 Live Broadcast on the Internet and recorded for TV usage.
 Winning Numbers are presented on State Broadcasting company (TVE)
during “prime time” for optimal reach.
 State of the art equipment with RFID
 Business Continuity Plan with backup
site, equipment and personnel.
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2. Cuponazo
2.5 Brief History
 Cuponazo was introduced in 1987
 Revolutionary product with a fixed high prize every week.
 Soon becomes a big success and the flagship of ONCE, modernizing the
image of the organization.
 Several changes throughout the years to adapt to changing consumer
preferences: Higher top prize, more secondary prizes.
 Latest change in June 2012.
 Good candidate for internationalization in near future.
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ÍNDICE
1
About ONCE
2
Cuponazo
3
Eurojackpot
4
Positioning Cuponazo and Eurojackpot
3. Eurojackpot
3.1 Active Lottery: Eurojackpot (loto)
DRAW
PRICE
Friday
2,00€
TOP PRIZE: 46.000.000€ in April 2013
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3. Eurojackpot
3.2 Brief History
• Initiated
by Germany, Nordic Countries and Italy
following the success of Euromillions.
• First draw March 2012 with 9 countries.
• ONCE joins in July 2012 after regulatory changes.
• Second wave February 2013 to reach 29 lotteries in 14
countries and more than 240 million inhabitants.
• Germany, Italy, Spain, Netherlands, Denmark, Slovenia,
Finland, Estonia, Croatia, Iceland, Latvia, Lithuania,
Norway and Sweden.
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3. Eurojackpot
3.3 Members
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ÍNDICE
1
About ONCE
2
Cuponazo
3
Eurojackpot
4
Positioning Cuponazo and Eurojackpot
4. Positioning Cuponazo and Eurojackpot
4.1 Differences Eurojackpot Cuponazo for Players
EUROJACKPOT
CUPONAZO
Rational criteria
• Enormous gain
• Limited n° of winners (in Spain)
• New, international
Rational criteria
• Big gain
• Many winners in Spain
• Tradition, Flagship
Emotional values
• Intensive dream (irrational)
• Impulsive
• More modern, young
Emotional values
• Proximity
• Security
• Trust, habit
EuroJackpot is an impulse product that
activates intense dreams to win
enormous (outrageous) amounts
Cuponazo is a product that offers
objectively more chances to win
considerable amounts to become
“rich” in Spain
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4. Positioning Cuponazo and Eurojackpot
4.2 Qualitative Profile: very different games
CUPONAZO
Weekly Dream
Tradition
Spanish (monocultural)
Habit
Known Context
Saga
Mature
Warm
Sympathy
Desire
Structure
Security/Sure
Slow
EUROJACKPOT
Ultimate Dream
Innovation / Modern
European (multicultural)
Discover
Unknown Context
Hype
Young
Superficial / Distant
Admire
Passion
Freedom
Excess
Fast
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4. Positioning Cuponazo and Eurojackpot
4.3 And the winner is…
 Cannibalization of Cuponazo.
 Cannibalization of other active games: 7/39 and Keno.
 Eurojackpot has not taken-off yet.
 Will insist to differentiate both products and attract new younger
players with Eurojackpot.
 Both products are affected by heavy economic crisis, new taxes to
prizes and new online competitors.
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THANK YOU!!!