 Online
Lotteries emerge as a vibrant new Segment in Lotteries market:
TAM Adex Analysis
- 5 sep, 03 |
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Online lotteries, which are a huge business globally,
are making their presence felt in India too. The first online
lottery in India was launched in the first quarter of 2002.
Online Lotteries are very player friendly in nature and the
results (draws) here are generated through a very transparent
& highly sophisticated computerized process. This accompanied
with some exciting promotions & brand positioning, has
appealed to the higher income groups to participate, which
the traditional paper lotteries did not manage to do. Almost
instantly, they have emerged as major advertisers in the Lotteries
category.
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As
can be seen from the above graph, Online Lotteries have accounted
for 70 % of the spends on Lotteries in 2002, which has already
risen to 80 % in 2003 (for the two quarters that have passed).
The large amount of money spent on Online Lotteries has suddenly
made Lotteries to feature amongst top ranking categories on
Press. The following table illustrates this.
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comparing the % Share of Lotteries on Press with that of Two-Wheelers,
which is the top category both in 2002 & 2003 (so far),
we find that Lottery advertising is about 1/5th (20 %) of Two-Wheeler
advertising. Considering the fact that Lotteries are a relatively
smaller market compared to a gigantic Two-Wheelers market, these
are astounding figures.
Another noticeable thing which emerges out of the above two
analyses is that compared to 2002 there has been a growth
in the Online Lotteries market. So what's the reason? Have
the no of players increased? The following graph has the answer.
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Yes! The number of players in the Online Lotteries segment
has increased from 2 in the first quarter of 2002 to 10 in
June 2003. Many leading business groups have diversified into
this area, which is ample proof of the potential this market
has. We have also been witnessing reports on many other business
houses entering into this market in the coming few months.
Advertising naturally has been active in states like Maharashtra,
West Bengal and Kerala where participation in lotteries is
legal. Another point to be noted is that due to less no of
publications in the North-Eastern States (where lotteries
are legal), advertising happens in West Bengal based publications,
which are circulated in North-Eastern states.
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the above analyses underline the fact that Online Lotteries
are already a big phenomenon in India. All the above analyses
have been done from TAM Press AdEx. It shall be interesting
to keep a close eye on this market in the coming days. Keep
watching!
Analysis from ADEX India (ADEX India is a division of TAM
Media Research Pvt. Ltd.)
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