A boost for business: Sachsenlotto and adesso launch second chance portal “GlüXBooster”
Linking scratch cards to a web-based add-on game helps to strengthen customer loyalty and provides insights into target groups
Dortmund, 24 September 2024 – adesso and Sächsische Lotto-GmbH (Sachsenlotto) have successfully launched “GlüXBooster”, Germany’s first second-chance portal for scratchcards. With this new web-based add-on game, Sachsenlotto customers now have additional chances of winning with all scratchcards purchased at its points of sale. The lottery operator expects the new web portal and corresponding platform to first and foremost boost customer loyalty. In addition, Sachsenlotto aims to learn more about its customers at the point of sale by adding a digital opportunity to win to its terrestrial scratch cards, to draw conclusions for product marketing.
The “GlüXBooster” portal has been available at gluexbooster.de since September. adesso is responsible for the strategic focus and graphic design of GlüXBooster, as well as for implementing the underlying software solution, the web portal and accompanying mobile applications for Android and iOS. Over the coming weeks, the launch will be flanked by a multi-media 360-degree marketing campaign devised by adesso.
An added opportunity for customers and sales
Over 300,000 people buy over 10,000,000 scratchcards in Saxony every year. Thanks to “GlüXBooster”, Sachsenlotto is now the first lottery operator in Germany to connect its physical scratchcard game with the digital world. Customers can scan the codes on their lottery tickets on the web portal or the app by using the camera on their mobile phone. After registering on the platform, they will receive what are known as boosters, which they can then use in additional prize draws. This will enable Sachsenlotto to gain a better understanding of both its existing and new customers and to tailor its marketing communications more effectively in future.
Communication strategy, content creation and marketing from a single source
adesso is not just responsible for the technology behind “GlüXBooster”. A team of marketing specialists from adesso’s Digital Experience division (adesso DX) also provided support in coming up with a name, developing the corporate design and branding. Moreover, adesso DX will launch a 360-degree campaign to promote the new service in the weeks following the launch. The multi-channel marketing activities feature, among other things, outdoor advertising in Saxony’s major cities, providing sales outlets with a range of training and advertising materials, and an advertising campaign on social media channels and online. In cooperation with the Sportwerk GmbH agency, Sachsenlotto is promoting “GlüXBooster” with the support of prominent Saxony-based clubs such as Erzgebirge Aue and FSV Zwickau. Existing and potential new customers will be alerted to the new offering via conventional perimeter advertising in stadiums, logo walls at press conferences, social media posts by the clubs and teams of promoters at sporting events. The advertising material for all marketing measures was developed together with adesso DX.
“Together with adesso, we have launched ‘GlüXBooster’, an innovative product that is currently the only one of its kind in Germany. As well as offering lottery ticket buyers an additional free chance to win, we are now also in a position to gain a better understanding of our scratchcard customers at the POS. We are now able to offer our customers an optimal gaming experience,” said Jens Hollritt, Director of Corporate Development at Sächsische Lotto-GmbH, adding that “adesso has done a great job in developing the ecosystem. We are pleased that the team is also actively supporting us during the marketing phase, given that they know ‘GlüXBooster’ inside out”.
“‘GlüxBooster’ is an ideal example of how conventional scratchcard instant win games can be made fit for the future,” said Guido Ahle, Head of the adesso Digital Experience division. “The product enables the company to address new and younger target groups as well as existing customers. What is more, the new platform will provide insights that Sachsenlotto can use to improve customer communication and loyalty, develop innovative products and tap into further market potential”.
The press release is available at www.adesso.de/en/news/presse/ and www.pr-com.de/companies/adesso
About Sachsenlotto
Sächsische Lotto-GmbH organises state lotteries on behalf of the Free State of Saxony and enables citizens throughout the state to participate in a wide range of games. In addition to popular products such as LOTTO 6aus49, Eurojackpot and scratch cards, Sachsenlotto offers a comprehensive range of games at around 1,200 sales outlets and online via sachsenlotto.de and the app. At its locations in Leipzig, Dresden and Chemnitz, the company employs 120 people who are committed to the smooth operation of the lotteries and the responsible handling of games of chance.
Sachsenlotto stands for responsible gambling in which the net profits from the lotteries benefit the common good. For more than 30 years, these funds from Sachsenlotto have supported a wide range of projects in the areas of addiction prevention, sport, culture, the environment, youth and welfare. In 2023 alone, Sächsische Lotto-GmbH transferred a total of around 121 million euros to the Free State of Saxony for charitable purposes and provided 165 million euros for winners. In accordance with the Saxon State Treaty on Gambling, these funds are used for projects in the areas of the environment, youth, sport, culture, welfare and addiction prevention. The company thus makes a significant contribution to supporting the Free State of Saxony and its citizens.
About adesso DX
adesso DX is a full-service digital agency and holistic partner for the design, implementation and marketing of digital touchpoints for large and medium-sized companies. Fully integrated into adesso SE, adesso DX provides companies with technologies that enable them to optimally reach their customers at all touchpoints of the customer journey. In addition to technical expertise, adesso DX offers comprehensive support in the development of user-centred brand experiences. The agency provides the conception and implementation of websites and accompanying marketing campaigns from a single source.
adesso DX offers strategic consulting, conception and design, content creation, digital marketing, marketing automation, front-end and back-end development, eCommerce integration and CMS/DXP implementation. Customers of adesso DX include KfW, sonepar, ERGO, eprimo, BSH Hausgeräte, Mercedes-Benz, Mitsubishi, Sachsenlotto, Borussia Dortmund and Deutsche Fußball-Bund.
About adesso
adesso is one of the leading IT service providers in the German-speaking area and focuses its consulting and software development activities on the core business processes of companies and public authorities. adesso’s strategy is based on three pillars: the comprehensive industry-specific know-how of its staff, extensive expertise in technology that is independent of manufacturers and the application of reliable methods in software implementation projects. adesso delivers the right IT solutions to increase the ability of companies and organisations to compete in the core sectors of insurance/reinsurance, banking and financial services, healthcare and life sciences, energy supply, public administration, automotive and manufacturing industry, trade, transport, media, entertainment, lottery and sports.
adesso was founded in Dortmund in 1997 and currently employs more than 10,100 people in the adesso Group (converted to full-time equivalents/FTE), which corresponds to more than 10,800 employees in terms of headcount. adesso’s shares are listed on the Prime Standard/SDAX. Key customers in the banking segment include Commerzbank, KfW, DZ Bank, Helaba, Union Investment, BayernLB and DekaBank, while in the insurance segment they include Munich Re, Hannover Re, DEVK, DAK, Zurich Versicherung, Medizinischer Dienst der Krankenversicherung (MDK-IT) and across all sectors Mercedes-Benz, Bosch, Westdeutsche Lotterie, Swisslos, DZR Deutsches Zahnärztliches Rechenzentrum, TÜV Rheinland, REWAG, the Procurement Office of the Federal Ministry of the Interior and the Bavarian State Ministry of Justice.
More information is available at www.adesso.de and:
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