Just over nine months after the launch of Raspadinha®, responsible for distributing more than 500,000 winning tickets throughout the state of Minas Gerais, Mineira da Sorte Loterias (MSL) is preparing to release another lottery product to the market. As the exclusive operator of the instant games of the State Lottery of Minas Gerais, the company is launching the "Trem das 11", in the 'passive or traditional' mode.
With the proposal to offer an innovative and legal solution to the market, the ticket generates infinite combinations of games and can even contemplate those who do not hit any numbers, bringing even more adrenaline and fun until the last moment of the draws.
With 100% Minas Gerais DNA, the pun with one of the most known and typical expressions of the state, the "trem", was part of the strategy for the creation of the product. Besides replacing multiple words for the natives of Minas Gerais, the Trem, name of the new game, also makes a happy allusion to the music of the renowned composer Adoniran Barbosa, immortalized with the recording in 1964.
For the CEO of the group, Roberto Quattrini, the product will stimulate the state's economy, awarding thousands of people every week.
"This is an innovative and exciting lottery game. It is a legal game that protects the consumer, with a considerable percentage of prizes and that has no comparison with the capitalization titles offered to the people of Minas Gerais so far. In addition, this is a launch that will promote retail and revert 21% of the collection in aid for various social causes of the State of Minas Gerais", he says.
The game is defined by the 11/22 mode, with a total of twenty-two numbers, in which eleven numbers can be drawn, starting at 01 and ending at 22, totaling 705,432 distinct combinations.
There are two forms of draws, one mechanically through the numbers for the main draw, and the other in an automated and digital form for the regional draws, ensuring total randomness in the awarding process.
In the main mechanical draw, the winners of the main prize will be the bettors who hit eleven (11) or no numbers (zero hits). Also wins second, third, and fourth prizes, consecutively, with 10 or 1, 9 or 2, and 8 or 3 hits. The drawn values range from R$ 5 to R$ 250,000 and will be announced prior to the start of ticket sales for each draw.
In case the main draw does not have winners of the 11, or in zero (0) hits, the main prizes of the following draws will be increased (accumulation or JackPot mode).
In the regional draws, there is no accumulation and the bettors will be divided at the base of where they bought the ticket into 12 subgroups, according to the 12 mesoregions of the state of Minas Gerais established by IBGE. For each region, the draws foresee the assignment of regional prizes if the bettor registers the ticket in the app (APP) that will be available soon.
The consumer can also purchase the "Casadinha" bet. In this case, the ticket will come with the normal bet and a mirror version, i.e., with all the remaining numbers. In this way, the bettor competes with all 22 (twenty-two) available numbers (from 01 to 22), distributed in two versions purchased.
With a cost of R$ 5 (R$ 10 in the case of Casadinha), the product will be sold exclusively at points of sale authorized by MSL throughout the territory of Minas Gerais and will be available from September 30, 2024.
There are various types of commercial establishments such as bars, cafes, mini-markets, coffee shops, bakeries, snack bars, stands, and pharmacies, also promoting the retail of various cities in the state.
The draws will be held every Sunday, live, at 10 am, during the break of the TV Band Minas programming. Participants can also check the results via broadcast on the official YouTube page, or through the profiles of Trem das 11, website, Facebook, and Instagram.
Social responsibility and promotion of the Minas Gerais market
For the general director of the Minas Gerais Lottery (LEMG), Ronan Moreira, promoting the social well-being of the population is the main mission of the institution.
“Since its creation, the LEMG has been an important financing unit for social programs managed by the state government. An instrument for generating jobs, income, and economic circulation for Minas Gerais, enabling the inauguration of schools, daycare centers, hospitals, as well as sanitation and urbanization works. This is, literally, the primary reason for the existence of our autarchy”, he says.
In the current management of the Lottery, more than R$ 80 million have been allocated for financing social programs executed by the government of Minas.
Some examples of the distribution of these resources are the State Health Fund (FES), to which R$ 33 million were directed, the Secretary of Human Rights, Social Participation and Citizenship – SEDPAC, benefited with almost R$ 1.8 million, and the Rede Cuidar Program/ State Secretary of Social Development (SEDESE), with R$ 11.25 million.
Besides its social role, the operation of Trem das 11 will contribute to the economic development of commerce in the state. With no initial cost for retailers, the product can increase the weekly/annual revenue of merchants with a commission of 9% for each ticket sold.
Resulting from a consortium between the two main global lottery providers, IGT and Scientific Games, with more than 35 years of experience and structure to operate lottery systems in more than 100 countries, MSL also counts on the expertise of the national company SAGA BGI. “We are a group with extensive experience in the lottery sector in Brazil and we are preparing significant investments in marketing. Moreover, we count on the knowledge of leading companies in the global market”, Quattrini says.
IGT is a multinational leader in lottery systems and provides products and services to 37 of the 45 state lotteries in the USA and more than 20 national lotteries. With about 10,500 employees worldwide, its operations develop in more than 100 countries.
Scientific Games is a global market leader in digital technology and printing of instant lottery tickets, products, and services linked to public lotteries, as well as sports betting programs worldwide.
Founded in 1973, it has more than 3,900 employees working in 50 countries and 6 continents, serving about 130 clients. Scientific Games, with a turnover of more than US$ 1 billion, is a company of the Brookfield Business Partners Group.
The segment continues to expand in other markets around the world. In Italy, IGT and SG launched the national instant ticket lottery in 2004 and increased sales from approximately US$ 400 million to over US$ 11 billion. In New Jersey (USA), IGT and SG jointly manage the lottery since 2013 and have had an annual sales increase of 20% since the start of the contract.
Source: GMB
