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Lottery Benchmarking and Success Factors -
Benchmarks, Success Factors, and Best Practices
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Unique benchmarking report for the global lottery industry including analysis of sales, costs, and
sales channels
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Global lotteries have a growing interest in
benchmarking as the recent WLA seminar “Benchmarking Lottery Performance” has shown and also MECN has
frequently been approached regarding benchmarks for key business areas of the lottery industry.
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In response, we have prepared a unique benchmarking
report analysing data from more than 150 lotteries for the years 2005 and 2006. The report also discusses
best practices as well as success factors (results of a survey) and includes the following analyses:
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- Sales benchmarks - total sales and product related sales (e.g., lotto, betting, instant, …)
- Sales channel benchmarks - number of residents and catchment area per average outlet, interactive/Internet sales per capita and per registered user, …
- Operating expenses benchmarks - operating expenses in % of sales and analysis of economies of scale.
- Marketing benchmarks - Marketing/advertising expenses in % of
total sales, min. and max. spending, and optimal media mix of the ad budget.
- Human resource benchmarks - Personnel expenses in % of total
sales, average personnel expense, and sales per employee.
- Various others - Retailer commissions, prizes, IT and communications, …
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The analysis of the success factors is based on a
survey conducted among nearly 50 executives of the foremost European and US lotteries - among them the
who-is-who of the lottery industry. In total, the report has 95 pages and more than 80 graphs/exhibits.
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