Tasks and goals of promotion
The description for the Test Project says, that Stoloto distinguishes three categories of users:
- new members - those, who has never participated in lotteries in their life
- play from time to time - people, who bought one or more lottery tickets, but did not become permanent participants
- regular players are those, who buy lottery tickets regularly
All categories are divided into a young audience (from 18 to 25 and by 26 to 35) and the usual (older 35 years). At the same time, Stoloto sees the main problems in the audience before 30 years:
- low knowledge about lotteries as a way of spending leisure time or getting a drive
- very low confidence in lotteries, eg, betting is considered a more honest and transparent business
- outdated approach to communication in social media and messengers
It is for the age group under 30 that there will be, seem to be, the planned promotion in social networks is targeted. Will it allow attracting new members? Or a deeper study of the problem is needed, which can lead to completely different initial data and possible activities?
In the case of Stoloto, the issue is solved simply - due to the monopoly position and the lack of competition, you can show a good result even on the basis of erroneous input. But, and the indicators will be good only for the Russian market, whereas compared to most other lottery countries, we are losing great, for all important parameters.
Participation barriers
Another diagram, in which the results of the answers may lead to incorrect final decisions.
Causes, on which Russians do not participate in lotteries
The first four points are extremely eloquent. (judging by the % multiple answers were allowed:
- 39% don't believe in the possibility of winning
- 27% this is basically not interesting (don't see the point)
- 21% consider lotteries a waste of money (this is consonant with the previous paragraph)
- 17% do not believe in the fairness of lotteries
What conclusion does GFK make? The most paradoxical - most do not participate because they do not believe in winning, and would be ready to play if the lottery guaranteed a win in 100% cases, that is, it would be a win-win.
Meanwhile, a win-win lottery can exist in three cases:
- when the prize is always less than the cost of participation (bought a ticket for 100 rub., won 20-50 rub)
- when the organizer distributes money for free in a circle (10 people bought 10 tickets, each cost by 100 rubles. And each of them "won" - 100 rubles)
- ever lottery services or full / partial funding of the prize fund comes from outside.
clear, that in our reality all these options (Besides, can, the first) not achievable and meaningless. The result is, that the lottery organizer is receiving confirmation of recent policies, pronounced in the New Year's drawings, when the prize pool is split into very small prizes, allowing to advertise the lottery, in which "wins" (but in fact only returns the cost of the ticket) every second.
Interesting, what's the matter of ticket cost (minimum rate) apparently not considered, as a factor affecting the number of participants. Although only 10% called the cost of lotteries affordable. Also, the frequency of draws was not discussed. (for number lotteries), and the main motive for participation, how one would expect it became financial
Motives for participating in lotteries
Football league
"VGL-5T Sport Soyuz", winnings determination algorithm 5
The lottery is held on the basis of the order of the Government of the Russian Federation from 29 August 2019 r. № 1921.
Lottery organizer: Ministry of Finance of the Russian Federation.
Lottery operator: LLC "Sports Lotteries".
Prize fund - 70% from proceeds.
The drawing is broadcast live on the website www.sportslottery.ru.
Draws are held daily, times in 15 minutes.
To determine the winning combinations, an intelligent "Random Number Generator" is used. Draw visualization courtesy of Sportradar AG.
The size of a single lottery bet is 50 rub.
The minimum lottery combination consists of the results of non-recurring events in the form of matches 16 football teams, in which you need to guess their outcome. To determine the winning combinations in the form of match results during the drawing of the prize fund in the corresponding draw, special lottery equipment is used.
Matches of football teams during the drawing of the prize fund are grouped into a tournament in the format of the Football League.
The ticket is considered a winner, if the numbers indicated in it, the symbols of the lottery combination completely coincided with the numbers, symbols of a winning combination based on the results of the prize fund drawing in the corresponding draw.
A winning combination is determined by the formation of random outcomes of non-recurring events in the form of matches of sports teams, which form a combination of results for the following categories.
Numbers, making up the unique number of a winning lottery ticket, lottery receipt or electronic lottery ticket, are determined at random using lottery equipment when drawing a super prize.
The lottery provides several categories of winnings and a super prize.
The amount of the prize and the procedure for receiving it is determined in accordance with the terms of the lottery.
Super prize funds can be used to pay out winnings per draw (circulations), if the amount of payment by circulation (circulations) will exceed the size of the formed in it (them) prize fund.
The results of the draw are published on the website www.sportslottery.ru and www.glavnayastavka.ru within ten days after the draw. Winnings are paid out by the lottery operator no later than 30 (thirty) days after the corresponding draw of the lottery and lasts at least 6 (six) months from the date of publication of the results of the drawing of the prize fund of such a draw (the exact date is set by the lottery operator).
The tax on lottery winnings is 13% and is charged taking into account the peculiarities, stipulated by the legislation of the Russian Federation. For tax non-residents, the tax rate is 30%.
If the winning amount is, not exceeding 15 000 rubles, then the lottery participant pays tax on such winnings independently in accordance with the Tax Code of the Russian Federation. If the winning amount equals or exceeds 15 000 rubles, then the tax is withheld when the winnings are paid.
In accordance with Article 18 The Federal Law "On Lotteries" for the drawing of the prize fund of each drawing of the drawing lottery, the lottery operator creates a drawing commission. She monitors the progress of each drawing and confirms its results - signs the protocol and the official table of the results of the draw.
Audience of Russian lotteries
Detailed information about the audience and its behavior, disclosed in two presentations (2016 and 2017 year), consumer research for the Stoloto group of companies was carried out by GfK-Rus LLC. Screenshots from the mentioned presentations used below.
Participation in lottery draws, 2016 year (research by OOO GfK-Rus, screen from presentation)
Numbers, illustrating the number of lottery participants in 2016 are eloquent: number of Russians, who buy lottery tickets on a regular basis, extremely small. Total 16,3% took part in lotteries in the last two years. Wherein:
- 56,6% - have never taken part in lotteries
- 27,1% took part, but more than 2 years ago
IN 2017 number of Russians, addicted to lotteries, little has changed: only 17% of them spent their money for these purposes.
Participation in the lottery drawing, 2016 and 2017 year
Interesting, that a significant proportion of players (44%) never bought lottery tickets for the last (considered) month. At the same time, the segment of active participants (more 3 tickets per month) totaled only 10%. The study also notes, that the average cost of buying lottery tickets has increased significantly from 217 rubles in 2016 to 284 rubles in 2017. true, nowhere said, that this is just a result of price increases.
Therefore, bravura statements that, that Russians massively began to participate in lotteries is a myth, supported by concept substitution. The number of permanent participants in Russian lotteries remains extremely low, 2-3% Russians (17% in 2017 * 10% active players). This figure is ten times less than in most foreign countries., and less, than it was once in the Soviet Sportloto.
Lottery wins
Another example of substitution of concepts is winning the lottery. By default, any bet refund amount (even 101 ruble at ticket price 100 rubles) is considered a win. So it turns out, what 73% won. Moreover, only 3% received significant (size not specified) prizes
Winnings, which went to the study participants
Pay attention to the point - Expectation of the winning amount - the most popular answer here is the amount from 500 thousand to 1 million rubles. At the same time, most of them dream of prizes up to a million (57%) participating
This indicator very clearly shows both the beggarly incomes of Russians and, respectively, the mundane dreams of lottery players, who want to win at least some money for life and current consumption.
Next win range, from 1 to 10 million (which is guaranteed to help solve the same housing issue) only attracts 13% participants.
The last point can serve as an example of the result of widespread media coverage of the victory of a pensioner from Panino, which became the first major winner of which was shown to the public. If in 2016 about winning over 500 million only dreamed 4% participants, then in 2017 there were already such 9%.
