Organization of the lottery

How to efficiently and properly organize a lottery that will support your sales?

What is the Lottery?

A lottery is a game of chance, the outcome of which depends on chance. One participates free of charge by purchasing goods, services or other evidence of participation in the game, and the entity organizing the lottery offers winnings in cash or in kind.

Is it worth organizing a raffle?

Definitely yes. It is one of the most effective sales promotion mechanisms. We have lotteries in our portfolio whose sales increases were as high as 3 figures! It is a sure
and effective solution for sales growth provided it is properly developed based on Unique One’s 3 lottery success factors. The lottery provides a strong incentive for the consumer to decide to choose that particular brand. Under the influence of a lottery, consumers buy even products they had not planned to buy at all and then are also more likely to reach for that particular product in the future. Lotteries for consumers are always an added value and are very popular with them mainly because you can win attractive prizes in cash or in kind, and on top of that they do not require much commitment. Most often it is enough to make a purchase and report it. Participation in them is simple, fast and fair for consumers.

Is the lottery mechanism only used to increase sales?

No. The mechanism of the lottery can be successfully applied, for example, in a social campaign and change and shape the civic attitude of Poles and thus influence their behavior. Spectacular effects were shown by the National Paragon Lottery, which we had the opportunity to organize on behalf of the Ministry of Finance. It was the largest lottery conducted in Poland to date. Several million Poles participated in the lottery, casting more than 136 million entries. Also the Census of Population and Housing lottery we conducted for the Central Statistical Office had such a social purpose.

The lottery mechanism also worked well for the image campaign. This interesting and innovative approach is a solution that gives marketers a strong reason to communicate. Well-chosen prizes, aspirational, consistent with the brand, cross-partnerships of the action and the theme of the lottery will build the image and brand awareness, strengthen it or change it.

Lotteries are also used to burn points in loyalty programs (Żabka and Freshmarket lottery), increase the activity of mobile application participants (Makro Cash&Carry lottery, Rossmann lottery), build databases, encourage people to pay taxes in a particular city or generate trial’al.

How to organize an effective lottery?

Make an appointment with our Unique One specialist to develop the best and most effective sales support strategy for your brand using a lottery mechanism. Don’t experiment – we will tell you what will work best to ensure sales success for your brand. We are the organizer of the largest lotteries in Poland. We have done it thousands of times. We have one of the largest market shares in the lottery market. We have organized lottery for, among others: Ministry of Finance, PKN Orlen, Totalizator Sportowy, Visa, Nestle, GUS, Play, Rossmann and many others.

Is a lottery better than a contest?

If the sweepstakes is planned according to Unique One’s 3 success factors for promotions, we can expect a much higher response rate from participants than in a contest. Also, our more than 20 years of experience shows that the sales effects of a lottery can be better than a contest. With a sweepstakes, it will be easier to attract and induce new users (new users) or occasional users who are not attached to our brand (switchers) to make a purchase. In view of this, is it worth organizing contests? Check out

What is an audiotex lottery?

Among lotteries targeting the marketing industry, there are 2 types: audiotape lottery and promotional lottery.

If we do not have the time or the cost of implementing a lottery website is too high then we can choose the SMS mechanism and accept applications through a gateway. If we use messages with a higher fee (e.g. 61 cents) then we are dealing with an audiotele lottery. The participant pays for his application and we gain free feedback communication with the consumer. We can confirm his entry and thank him for taking part in the lottery. To participate in an audiotex lottery, the participant does not have to purchase either a product or a service. He can participate, for example, by sending an SMS message. When organizing an audiotex lottery, it is important to remember that people who are at least 18 years old can participate. There is no such restriction in a promotional lottery, in which even 13-year-olds can send their applications. A participant in a promotional lottery does not incur any costs other than the purchase of the promoted product or service.

Instant Win lotteries / e-scratch cards

We are becoming more and more impatient. We expect an immediate result. We want to achieve a goal in a very short time. As marketing marketers, we are also dealing with the Millenials generation, also known as the thumb generation, who grew up on the quick results of mobile games and expect results here and now. As far back as 18 years ago, focus studies showed an emerging tendency to prefer mechanisms that provide a result or reward right away. Currently, these types of promotions are by far the most preferred among consumers. Willingness to purchase a product or service offering a marketing action with such a mechanism is higher.

We deal with the Instant Win mechanism in promotional sales of the “buy&get” type (e.g., buy a product and receive a guaranteed prize) or in lotteries. Also, the e-scratchcard mechanism we often use is an Instant Win lottery.

Why is there a fashion for such actions these days? Are they more effective? Are they worth paying more for? How do consumers react to them?

Lottery drawing device

It is a good idea to use an “approved” drawing device for lottery drawings. This is a great authentication of your action. Such a device is certified and checked and sealed by a testing unit authorized by the Ministry of Finance for technical testing of gaming machines, drawing devices and gaming equipment. The device records the course of the draw in its internal memory. At Unique One, we have several such devices that select the winners of our lotteries. They have the ability to present the results of the drawing (drawing animation) to external screens, a TV antenna or for live streaming to popular online platforms (YouTube, Facebook, TikTok, Instagram). This is an excellent solution when we want to conduct live draws.

Live broadcast of the draw

We have extensive experience in draws broadcast live. We are the pioneers of this solution on the Polish market. The first draws were held through satellite transmissions (Milionada for M1 Shopping Centers) and later, for 18 months, we went on air on TVP with the National Paragon Lottery of the Ministry of Finance from the virtual S3 studio. Nowadays, this can be organized much more cheaply using platforms that allow online streaming. (YouTube, Facebook, TikTok, Instagram). The scenario of such a draw is arbitrary. From the simplest solutions involving a single camera and greenbox to the hiring of a professional studio (virtual or with material scenery) or video editing.

Lotteries in the mobile app

How to connect consumer sweepstakes to an existing app?

A sweepstakes in a mobile app is a super solution to activate your users, a tool to engage them and keep them on one communication platform with your brand. If you don’t want to build an additional site for accepting sweepstakes entries or you want to promote your mobile app then you can integrate it with the sweepstakes you organize for your customers or consumers. Many retail chains have their own apps, which are used by millions of Poles. This is a good place and a good platform to also communicate their sales promotions in the form of sweepstakes or contests. We were the first in Poland to make such an integration for the Makro Cash&Carry chain. Our recent implementation of a lottery in an app (using the phone’s gyroscope) realized for the Rossmann chain received the main prize in the Golden Arrow efficiency competition in the Internet Innovation category.

Lottery for mutual (bookmaker) bets

Recipients of lotteries for gambling games (pari-mutuel betting, number games, cash lotteries) are a specific target group that differs from the recipients of standard promotional lotteries. As the only agency in Poland, we have extensive experience in working precisely with this target group. Since 2005 we have been organizing lotteries promoting Lotto games (Lotto, Mini Lotto, Keno, MultiMulti, Kaskada, etc.) and then promotional lotteries for mutual betting (Fortuna, Superbet). All the knowledge about this specific target group is taught to students at Kozminski University in the course “Management on the market of games of chance and sports betting” by Grzegorz Bonder – President of Unique One.

Examples of our implementations