The Bank of Brasília (BRB) intends to implement the state lottery of the Federal District by the month of September. Recently, the institution announced an international partner to create a joint venture to operate the lottery.
After a process for which the 15 largest lottery operators on the planet were called, the BRB ended up choosing Santa Casa da Misericórdia de Lisboa (SCML). Although the name is only known by philanthropic hospitals, SCML has also operated lotteries in Portugal since 1783 and is, today, one of the most traditional lottery operators in the world, with around 5,000 points of sale.
“BRB and SCML are confident in the success of the partnership, which will be based on the shared operation of the lottery business through corporate vehicles to be controlled by BRB, whose constitution is subject to the approval of regulatory bodies”, says the statement.
The tendency is for BRB to control 50% plus one of the shares. The president of the BRB, Paulo Henrique Costa, says that the Federal District law allows the bank to explore four types of games: numerical prediction (like the Mega Sena), number lotteries, instant games (scratch cards) and sports betting.
Marketing planning of the Federal District State Lottery
The plan is to market the State Lottery of the Federal District at Banco de Brasília branches, at the bank’s card machines (POS), and above all through online platforms, such as the financial institution’s website and application. “If you open up this possibility of digital exploration beyond the borders of the DF, the business potential grows brutally”, says Costa.
According to the president of the BRB, Brazilians spend approximately 55 reais (US$ 10) on bets annually, an amount well below countries such as England (US$ 104), United States (US$ 116), Italy (US$ 126) and Portugal ($137). Brazil collects approximately BRL 18 billion per year from lotteries and the estimate in 2023, with state games, is that this volume will increase to BRL 36 billion.
According to news from Valor, the Federal District accounts for 4% of that amount collected today. “The other countries collect, on average, ten times more than Brazil with games, and have 11 times more points of sale. The potential for growth here is enormous”, concluded Costa.
