The new online lottery platform of Brazilian lottery concession holder Caixa Economica Federal generated total sales of BRL18.1m (€3.7m) in its first month of operation.
Caixa said that the new iLottery platform has exceeded expectations with more than 340,000 players registering for the service in the one month period between August 10th and September 9th.
This helped the online channel to account for 1.4 per cent of total lottery sales during the month, equivalent to BRL583m per day at an average ticket price of BRL50.84, with approximately 73 per cent of online player coming from mobile devices.
The first month of operation has shown the online service to be particularly popular with men, who account for 74 per cent of sales via the channel, although the 26 per cent share of online sales to women is higher than their 15 per cent share in the retail sector.
Players aged between 18 and 44 years accounted for more than half of online lottery sales, with the 25-34 age group contributing marginally more (28.9 per cent) than the 35-44 age group (28.8 per cent). This compared to 12.6 per cent and 19.9 per cent for the age groups in retail.
"The profile we reached was what we were looking for when we developed the portal," explained Rodrigo Hideki Hori, general manager of Caixa lottery products.
Caixa Online Lottery Sales August 10 through September 9, 2018 - Top 10 Games (BRL)
The most popular online lottery game was Mega-Sena, generating BRL6.6m in sales during the month, followed by Lotofácil da Independência, which generated sales of BRL4.9m with a draw on September 8th.
The Lotofácil game contributed BRL2.2m in online sales, while Quina accounted for BR1.7m and other games (Dia de Sorte, Lotomania, Loteca, Dupla Sena, Timemania and Lotogol) a further BRL2.5m.