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12/03/2017

TOTI PRIMA: NIGERIANS EMBRACE LOTTERY

TOTI PRIMA: NIGERIANS EMBRACE LOTTERYIt was all glitz and excitement last weekend at the Lagos Civic Centre as elated Mr. Alabi Idowu, the first person to win
N1,000,000.00 in the Toti Prima lottery, emerged to clinch the prize.
Looking totally dazed and still staring at the lucky number in his hand, he was prodded to the podium by those sitting beside him as the product Brand Ambassador, Mr.Uti Nwachukwu. repeatedly announced the winning number ‘59’. urging whoever had the number to come to the stage for his prize.
Idowu had come to the Toti Prima Lottery launch like every other person. He had picked the number randomly at the reception table just like every other guest. He had come not anticipating any windfall, but to witness a new lottery company led by experienced lottery operators unveil a dynamic lotto brand in Nigeria at a colourful and impressive ceremony that took place at the Lagos Civic Centre, Victoria Island, Lagos.




The event witnessed the presence of the media, celebrities and Nigerians from all walks of life, including the representatives of the National Lottery Regulatory Commission (NLRC) and the Lagos State Lotteries Board who endorsed the transparency and openness of all activities of TOTI Prima Lotto.
At the occasion, the Chairman, TOTI Prima, Mario Camilleri, revealed that the company had engaged in painstaking market research and strategic mapping, which took about two years of planning, to come to the conclusion that TOTI Prima should play lotto in the Nigerian market.
At a time when some companies are faint to invest in the Nigerian economy, Camilleri showed confidence in Nigeria and the Nigerian people. According to him, TOTI Prima believes in Nigeria, her economy and her people. The company sees a country where it can contribute its own quota to make the economy more robust. He added that the company feels the energy of the people and the vast opportunity in the land for companies that are ready to bring something refreshing to the people and the economy. TOTI Prima is ready to give the people the game to fly their dream, he said.
The Chairman further revealed that, apart from the approval from both the Lagos State Lotteries Board and the NLRC, they also discovered that the Nigerian market is a mature economy, with truly strong regulators, world class banks, professional lawyers, creative marketers and other support companies who, they believe, could help them get to their final destination. “Today, we believe that we are able to change people’s lives, as well as perception of lottery in Nigeria.”
Camilleri also revealed his dream of TOTI Prima Lotto becoming a household name in Lagos and in Nigeria as a whole. He said that the company’s strategy is to create a very strong TOTI Prima brand equity based on integrity, sincerity, tenacity of purpose and delivery starting from Lagos, and subsequently across all the states of Nigeria. This, he said, explains why the brand, apart from serving as supplementary income and improving people’s well-being, is positioning itself as a choice instrument that bring dreams to reality besides changing people’s stories.




In his presentation, to explain the unique strategies to be explored by TOTI Prima to control the Nigerian lotto market, Marketing/ Business Development Manager of TOTI Prima Lotto, Mr Yoby Nwanede, explained that “while most other operators have stuck with the traditional lotto style game, our new strategy is to create a game offering better odds, prizes and simpler game play. We are poised to provide a reliable platform that is based on integrity and transparency, as our live draws will be devoid of human interference. We will broadcast across social media channels every Tuesday, Thursday and Saturday. We passionately want to encourage people, not only to dream but be certain that their dreams will become reality.”
At the event, the brand unveiled one of Nigeria’s most cerebral celebrities Uti Nwachukwu, as its brand ambassador. Uti brought class, panache and excitement to the event as he raved the audience with a touch of that style that gave him success at the popular Big Brother Africa Reality show. He ignited the audience’s passion during the raffle draw which he anchored to the admiration of the guests.
TOTI Prima demonstrated the company’s readiness to penetrate the market and take it on with the unveiling of her marketing/marketing communication collaterals which include but not limited to – radio jingles (English and pidgin), television commercials, outdoor visibility materials such as fascia boards, store danglers, table top stickers, signage, store front branding, cash point branding and others.
Nigerians are beginning to embrace lottery unlike in the past when most people viewed it negatively. Some people have attributed this change of perception to the harsh economy while some analysts attribute it to awareness.
The Nigerian government, via the National Lottery Act of 2000, established the National Lottery Regulatory Commission [NLRC]. Since its establishment, the Commission has issued licences and permits to lottery operators and promoters to grow the market and bring it closer to the people. Lottery is gaining wide acceptance and the huge followership is almost as football in the country, and this has further widened its scope. This, in turn, has opened up series of market opportunities in the country for investors, individuals and government.




Lottery and other gaming outfits have opened up business and employment opportunities especially for youths. Some open up shops as agents, while some are employed to work in these shops. Many unemployed youths who roam the streets see lottery and gaming shops as offices. Many of them survive on their little winnings with losers having hope of being winners in subsequent entries.
The global lottery industry is estimated to worth $70 billion. According to the National Lottery Regulatory Commission (NLRC), projected profit from the promo lottery alone is N45 billion.  The SMS lottery can generate about N150 billion revenue, while gaming industry is projected to bring over N300 billion to federal government coffers annually. However, the prospect has not been fully exploited. The industry was only able to yield N7 billion as of 2016.
Today, Nigerians are being advised by the National Lottery regulatory Commission to invest and engage in regulated lottery, as it gives them a platform to contribute to national development while they stand a chance of having a life changing experience via a jackpot.
In the recent past, several betting and lottery companies have acquired licences to operate in the country. The increasing acceptance of gaming among Nigerians is an indication that the industry will be one of the major contributors to Nigeria’s economy in the nearest future.


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