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April 2002 Public Gaming International 11 15831 Publicgaming 1-32 3/29/02 5:22 PM Page 12 NB3 D on Server:Active Jobs:15831 Public Gaming 15831_PublicGaming_1-32 3/29/02 5:14 PM Page c1 NB3 D_on_Server:Active Jobs:15831_Public Gaming: Welcome to ILAC Congress 2002 PublicGamingApril 2002 INTERNATIONAL National Lottery of Mexico An Interview with Laura Valdés, Director General Best Selling International Instants 15831_PublicGaming_1-32 3/29/02 5:15 PM Page c2 NB3 D_on_Server:Active Jobs:15831_Public Gaming: Until now the best lottery terminals came from ILTS. The ILTS Intellimark is built around the Epson IR 300 Now they come from the ILTS/Epson team! For more than two decades, The message is clear. ILTS to meet the lottery’s exact needs. ILTS has designed and built the makes incredibly reliable termi- The large color touch screen and most reliable terminals in the nals that are built to last. patented, custom-tailored graphi- wagering industry. Their perfor- Now ILTS has teamed with cal user interface reduce the mance is near legendary. Epson, the world’s leading sup- number of steps in selling and Datamark 4 terminals in Sweden plier of value-added POS solu- guide the operator through all have been in continuous service tions to introduce the Intelimark, essential functions. for 20, and are still in active use a new on-line lottery terminal that A new standard of perfor- today. DATAMARK 8 terminals in integrates field-proven ILTS tick- mance from a new team in the New South Wales proved so reli- et-handling technology and its industry. able that on average they legendary performance with the required a service call only once latest point-of-sale technology. every two years. The Intelimark’s powerful Overall, ILTS terminals microprocessor and advanced achieve MTBF more than double modular design provide a flexible The advantage of teamwork! the industry average. platform that can be configured For more information about the Intelimark terminal conctact ILTS at 760 931-4000, e-mail: [email protected] or visit our web site at www.ilts.com DATAMARK and Intelimark are registered trademarks International Lottery and Totalizator Systems, Inc. Epson is a registered trademark of Seiko Epson Corporation. 15831_PublicGaming_1-32 3/29/02 5:15 PM Page 1 NB3 D_on_Server:Active Jobs:15831_Public Gaming: April 2002 Welcome to ILAC Congress 2002 PublicGamingApril 2002 INTERNATIONAL PublicGaming INTERNATIONAL National Lottery of Mexico An Interview with Laura Valdés, Director General Best Selling International Instants ON THE COVER: Laura Valdés de Rojas Features 8 Lotería Nacional para la Asistencia Pública: Changing the Corporate Culture Departments An Interview with Mexican National Lottery Director Laura Valdés de Rojas NASPL REPORT ..........................................2 10 La Lotería Nacional para la Asistencia Pública: Transformando la Cultura Corporativa Entrevista con Laura Valdés de Rojas, Directora General de la Lotería Nacional INDUSTRY NEWS ........................................4 para la Asistencia Pública 12 A Glimpse at the Latin American Lottery Market AROUND THE WORLD..................................6 14 Una Percepción del Mercado de Loterías en América Latina 17 Scientific Games to Acquire 65% of Serchi LETTER FROM THE PUBLISHER ................16 Lottery vendor giant has its sites set on South America 18 Best Selling International Instants ON THE INTERNET ....................................22 Find out what the hottest selling tickets are for different regions of the world. 23 Lotteries and the Internet, Part 3 LOTTERY NEWS ........................................25 How are lotteries using the Internet for ticket selling and e-commerce? 24 Wincor World 2002 ROUNDUP ................................................26 The Ultimate Trade Fair for Future-Oriented IT Solutions Public Gaming International is now also available on the web. www.publicgaming.org PUBLIC GAMING INTERNATIONAL PUBLISHER ART DIRECTOR CEO/CHAIRMAN FORMER DIRECTOR ADVERTISING SALES Duane V. Burke Asil Nosnibor Duane V. Burke Ralph Batch EDITOR OPERATIONS MANAGER EXECUTIVE VICE PRESIDENT CIRCULATION VICE PRESIDENT OF MARKETING & SALES Todd Koeppen Elsie Grote Doris J. Burke Tel: (425) 803-2900 David Mello Fax: (425) 803-6830 Tel: (202) 244-9301 Fax: (202) 244-9302 Public Gaming International (ISSN-1042-1912) April 2002, Volume 33, No. 4. Published monthly by the Public Gaming Research Institute, Inc., 4020 Lake Washington Blvd. NE, Ste. 100, Kirkland, WA 98033. (425) 803-2900. ANNUAL SUBSCRIPTION RATES: United States: $145. Canada & Mexico: $160(U.S.). All other countries: $225(U.S.). POSTMASTER: Send address changes to Public Gaming International, 4020 Lake Washington Blvd. NE, Ste. 100, Kirkland, WA 98033. SUBSCRIPTION REQUESTS: Sent to same address. NOTE: Public Gaming International is distributed by airmail and other expedited delivery to readers around the world. ©2002 All rights reserved. Public Gaming Research Institute. E-mail: [email protected] Web site:www.publicgaming.org 15831_PublicGaming_1-32 3/29/02 5:15 PM Page 2 NB3 D_on_Server:Active Jobs:15831_Public Gaming: NASPL REPORT by Arch Gleason, NASPL President he lottery industry is a socially responsible industry. Lotteries and vendors are extremely sensitive to problem and compulsive Tgambling, and have taken significant steps to address these issues. I believe that we need to be equally diligent with issues relat- ed to underage gambling. It’s the right thing to do, and it’s also important for our business because critics are always watching us. Virtually every North American lottery has a program dog group in recent months because of a promotional that encourages responsible play, and has had one for game we did with Pepsi-Cola. The group contacted us a several years. Play Responsibly messages are prominent second time because of the upcoming launch of our CD- on point-of-sale material, in radio and television adver- ROM scratch-off game. While we know these games tising, and in print and outdoor advertising. Many lotter- were not geared toward minors, the watchdog group ies publicize toll free help line numbers for problem and believed differently. Another example of such concern is compulsive gamblers. Some have produced public service legislation pending in Kentucky to require that all lottery announcements to air on radio and TV. In addition to vending machines be relocated within the line of sight of these things, in Kentucky we have placed brochures in lottery retailer personnel or be removed. This legislation play centers with Gamblers’ Anonymous’ 20 Questions appears likely to be adopted. Being unable to convince and we continually work to educate our retailers about the sponsoring legislator that it was not necessary, we issues related to problem gambling. are supporting the bill after he incorporated our sug- Several North American lotteries have also made sig- gested revisions. nificant efforts to prevent underage gambling. It is As we’re all keenly aware, perception can be reality in important that more of our lotteries do the same, not the minds of the public and in the viewpoints of those only because our governing laws prohibit play by minors, who provide oversight to us. I believe that we all should but also because making serious efforts along this line be very careful when putting together promotions and enhances our industry's image. The exact percentage of advertising campaigns. We should be certain to review youth gamblers who play lottery games is unknown. everything from the perspective of those who seek to Research over the last decade has estimated the preva- criticize us. If there’s even the slightest question as to lence of adolescent gambling at between 66% and 85% whether something is appropriate, it’s better to err on during their lifetime. the side of caution. While you and I know that we are socially responsible Further, we should appreciate the watchdog groups for and don’t target minors, there are those who mistakenly what they do. Their roles are important, but let’s not give believe that we do. Critics are constantly watching all of them even the slightest chance to criticize our socially us in the lottery business, waiting for a misstep so that responsible industry. they can bring it to the attention of the media and give us a black eye. For example, the Kentucky Lottery has been under the magnifying glass of a Canadian watch- 2 Public Gaming International April 2002 15831_PublicGaming_1-32 3/29/025:16PMPage3NB3D_on_Server:ActiveJobs:15831_PublicGaming: MDI’s licensed lottery games and promotions attract new players and bring back lapsed players. Players tell us they spend more, play more and have more lottery fun when they play our games. With reviews like that, isn’t it time you booked MDI for a performance? Call us toll-free 1-800-572-7082 from anywhere in North America. www.mdientertainment.com 15831_PublicGaming_1-32 3/29/02 5:16 PM Page 4 NB3 D_on_Server:Active Jobs:15831_Public Gaming: Industry News Scientific Games Signs Letter of Intent to Intralot in Bulgaria Acquire MDI Intralot signed an agreement in Sofia, with the share- Scientific Games Corporation and MDI Entertainment, holders of the Bulgarian operator of fixed odds betting Inc. have executed a Letter of Intent for Scientific Games "Eurofootball" for the acquisition of 49% of the company to acquire all of the outstanding shares of MDI (except for share capital. Intralot also holds the option of acquiring the 708,333 shares which are currently owned by Scientific another 2% of the company. Games) by exchanging its shares for MDI shares at $2.10 The price of the takeover amounts to 11.75 million per MDI share. Steve Saferin, CEO, President and principal euros. Furthermore, the agreement foresees that stockholder of MDI, will escrow approximately $1.8 worth "Eurofootball" will modernize its technological infrastruc- million of Scientific Games common stock. The closing of ture by the implementation of Intralot’s on-line lottery the transaction is subject to certain conditions including system and new generation terminals "Coronis" with execution of definitive agreements, the completion of due touch-screen design. In addition, the company will pro- diligence and shareholder approval by MDI shareholders. ceed with the expansion of the sales network.
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