Sports betting in Portugal Santa Casa da Misericórdia de Lisboa SCML
Agenda 1. Overview of the portuguese lottery Portfolio games Turnover - share per game 2. Sports betting: history, market, GGR share and restrictions 3. Sports betting at JSC - PLACARD The motivation The product - offer How to place bets on terminal Sales and payout Player demographics Retailer network Marketing POS, mobile App, Website and Iniciatives The future
SCML is the portuguese state lottery, a wellfare institution with 520 years old is the brand name is the brand name for the games is the brand name for fixed odds sports betting
Portfolio 1783 1961 1985 1987 1994 1995 2004 2015 2016 In 2001 we moved from Offline system to Online system
PLACARD was the third best-selling product of 2017
Short history Sports betting Before 2015 only SCML had the right to explore games in Portugal, including mutual sports betting However there was an illegal market offering online sports betting In April 2015 the State finally legislated on sports betting: Landbased SCML monopoly. Online - operators have to acquire a licence from the regulator.
Market brands Sports betting Landbased Online (*) Even though Placard.pt has the brand of PLACARD, it s not operated by SCML (*)
Gross Gaming Revenue Sports betting Online Landbase -Placard GGR 48.7 33.4 31.5 31.8 35.6 33.3 33.7 35.7 23.6 22.2 18.0 17.4 13.9 16.3 20.5 17.4 1st Q 2nd Q 3rd Q 4th Q 1st Q 2nd Q 3rd Q 4th Q 1st Q 2016 2017 2018 The market share of PLACARD is 66% of the total GGR
Market restrictions Sports betting Landbased There is a game regulation that defines the rules of the offer as the bet types, bet price and market types. No reference to sports or competitions. Online The private operators can only offer what is on the rules published by the regulator: sports, competitions, bet types and market types.
JSC - the motivation Sports betting IMPROVE EXPAND JSC portfolio New customers Launched 9th September 2015 MAXIMIZE The turnover CONVERT Illegal market to a legal market
The product - Offer Market types WDW FT WDW HT HANDICAP OVER/UNDER HT / FT DOUBLE CHANCE BOTH TO SCORE FIRST TO SCORE CORRECT SCORE Bet types SINGLES COMBINED MULTIPLES Sports Soccer Basketball Tennis Ice Hockey Handball Futsal Voleyball Rugby Beach Soccer American Football
How to place bets on the terminal Betslip QR Code Punters can simulate the bet on the mobile App or on the Website before placing it
How to place bets on the terminal Security Tax number (NIF) In all bet placement the terminal reads a ticket with the tax number Safety Trust 123456789 Anti-Money Laundering Responsible Gaming
Sales 2018 has the two best months ever with 55,5 and 52,8 millions euros in turnover.
Sales What explains the growth 2015 was the start with only 4 months of sales. In 2017 we launched 6 new sports. In 2018 we just launched (june) the QR Code and 5 new market types. Payout (in average) 83% Minor competitions up to 90% Big competitions
Sales per market type and bet type - 2017
Player demographics (%) SEX AGE SOCIAL REGION Most of the punters are men. 59% between 18 and 34 years old. Almost 50% with a social status A/B and C. 44% in 2 big cities - Lisbon and Porto. Men Women
Retailer network 4.850 Point of Sales 5.085 Terminals Gaming shops Tobacconists Restaurants Bars
Marketing point of sales Odds - we communicate every day using these boards Today s highlights 3 games Today s highlights 1 game Today s highlights combined bet and lists with all the events printed from the terminal.
Marketing website We also have a website where all the offer is showned
Marketing mobile App As well as a mobile App The bet simulator
Marketing iniciatives Advertising campaigns Key moments of the sports season: The beginning of the soccer season The Champions League UEFA The Euro Soccer Cup and the World Soccer Cup Game improvements: new sports, QR Code and new market types Sponsorships PLACARD is the naming sponsor of: Portuguese Soccer Cup Portuguese Basketball League Portuguese Rugby Cup
Marketing images EURO SOCCER CUP 2016 OUTDOOR Concept: Half Time or Draw Everything is a reason to celebrate NEW SPORTS - OUTDOOR Concept: We added Ice Hockey to Soccer ; We added Rugby to Basketball ; We added Handball to Tennis QR CODE AND NEW MARKET TYPES Concept: QR Code Placard the move that makes it easier OUTDOOR POS FLYER
Euro Cup 2016 movie
The future GOAL Retain and expand the base of punters HOW? Improve the offer (with the QR Code we can add more sports and more market types) Expand sponsorships to other sports Be present on social media
Questions?