POSITIONING CUPONAZO AND HIGH JACKPOT GAMES

PGRI LOTTERY EXPO 2013 Miami, November 2013

ÍNDICE

1 About ONCE

2 Cuponazo

3 Eurojackpot

4Positioning Cuponazo and Eurojackpot

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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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ONCE collaborates to the full integration of the Spanish blind people in the society.

1. About ONCE1.2 Social Services

PERSONAL AUTHONOMY AND ACCESSIBILITY

SOCIAL

WELFARE

EDU

CATI

ON

AL

CARE

SUPPORT TO

EMPLOYMENT

R&D

TIPHROLOGY

BIBLIOGRAPHIC

RESOURCESADVICE

CULTURE

SPORTS AND

LEISURE

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SOCI

AL S

ERVI

CES

2012

1. About ONCE1.3 Social Services in 2012

31.500 works in the Digital Library

49 projects of social and technology investigation

6.136 activities of social and cultural entertainment and sports

26.353 volunteering services

4.627 beneficiaries of the 11.866 tiphrology equipments

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

145 guide dogs delivered

7.008 users of the Rehabilitation Service, 13.073 interventions

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ONCE VENDORS

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.

COMPLEMENTARY PHYSICAL CHANNEL

1. About ONCE1.4 Sales networks

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 ONCE1.5 Certifications

ONCE has been certified as entity that meets the Responsible Gaming standards promoted by the World Lottery Association (WLA) and

European Lotteries (EL)

ONCE is certified according to World Lottery Association (WLA-SCS2006) and ISO / IEC

27001:2005

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Instants

Passive LotteryPre-printed: Cupón

LotoKeno

1.529,2MM

299,4MM

84,8MM

ONCE Sales in 2012: 1.913,4MM €

ONCE has a full range portfolio of

lottery games

1. About ONCE1.6 Product Portfolio

ÍNDICE

1 About ONCE

2 Cuponazo

3 Eurojackpot

4Positioning Cuponazo and Eurojackpot

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2. Cuponazo2.1 Passive Lottery: CUPONAZO

PRICE

3,00€

DRAW

Friday

TOP PRIZE: 9.000.000€ (every week)

Sales 2012: 625,5 million Euros

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2. Cuponazo2.2 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. Cuponazo2.3 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. Cuponazo2.4 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. Cuponazo2.5 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.

ÍNDICE

1 About ONCE

2 Cuponazo

3 Eurojackpot

4Positioning Cuponazo and Eurojackpot

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3. Eurojackpot3.1 Active Lottery: Eurojackpot (loto)

PRICE

2,00€

DRAW

Friday

TOP PRIZE: 46.000.000€ in April 2013

Since July 2012. Formed by 29 lotteries from 14 countries.

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3. Eurojackpot

• 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.

3.2 Brief History

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3. Eurojackpot 3.3 Members

ÍNDICE

1 About ONCE

2 Cuponazo

3 Eurojackpot

4Positioning Cuponazo and Eurojackpot

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4. Positioning Cuponazo and Eurojackpot

EUROJACKPOT

Rational criteriaEnormous gainLimited n° of winners (in Spain)New, international

Emotional values Intensive dream (irrational)ImpulsiveMore modern, young

EuroJackpot is an impulse product that activates intense dreams to win enormous

(outrageous) amounts

CUPONAZO

Rational criteriaBig gainMany winners in SpainTradition, Flagship

Emotional valuesProximitySecurityTrust, habit

Cuponazo is a product that offers objectively more chances to win

considerable amounts to become “rich” in Spain

4.1 Differences Eurojackpot Cuponazo for Players

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CUPONAZO EUROJACKPOTWeekly Dream Ultimate Dream

Tradition Innovation / ModernSpanish (monocultural) European (multicultural)

Habit DiscoverKnown Context Unknown Context

Saga HypeMature YoungWarm Superficial / Distant

Sympathy AdmireDesire Passion

Structure FreedomSecurity/Sure Excess

Slow Fast

4. Positioning Cuponazo and Eurojackpot4.2 Qualitative Profile: very different games

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4. Positioning Cuponazo and Eurojackpot4.3 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.

THANK YOU!!!