When the COVID-19 pandemic hit Argentina in mid-March, the country was experiencing economic challenges, forcing several local organisations to develop alternative solutions to strengthen their operations. The Lotería de Río Negro linked up with Os City to implement blockchain technology in its processes, leading the entity to become one of the most proactive gambling authorities in the region.
Exactly one year before the outbreak, the capital city of the Argentinian province inaugurated its own draw room, considered one of the best in the country and in Latin America. A few months later, it also launched its 2020-2024 Strategic Plan, including a number of projects to improve the sale of lottery tickets through digital channels.
“We were well positioned when the pandemic started,” said Luis Ayestarán, president of Lotería de Río Negro, to SBC Noticias. “We were in the middle of a digitization process, not only internally but also in public operations, with marketing campaigns focused on social networks and digital media. When players were forced to move to online channels, we were already there, the demands were met.”
“We’ve entered the digital era at a dizzying pace,” he said, but as they were in the process of advanced modernization, they found an opportunity among the chaos. “To survive the crisis there’s nothing left but to reinvent ourselves. We know that the commercialization of games, consumers and work has totally changed, and we have to adapt ourselves,” he added.
In this process, the gambling authority consolidated at the beginning of 2020 the integration of blockchain technology to improve player protection and strengthen its operation channels.
It also innovated its transmission channels, increased points of sale by 70% and advanced with the development of the commercialization of lottery games through digital channels, “in order to reach consumers between 27 and 40 years old.” The lottery was also selected to train the national and Ibero-American industry.
The Argentine State Lottery Association (ALEA) held a virtual seminar on July 28 – August 7 and selected the Río Negro lottery to broadcast the virtual event globally. Following a successful webinar, CIBELAE (Corporation of Iberoamerican State Lotteries) announced that it will use the lottery’s resources for a number of trainings that will be broadcast this month.
“We’re proud to be recognized for the quality service we’re providing. It’s also a fundamental contribution of these institutions to the entire industry in terms of strengthening knowledge and joint work,” Ayestarán said, and explained that lotteries must share criteria in order to be ready to answer to the evolving demands on players.
However, while some operators are just beginning to consider new tools to escape the crisis, the Loteria de Rio Negro experienced positive results in July. “Lotteries were back in business in July and, with casinos being closed since March, we managed to collect the same that we had in January, when both verticals were in operation,” he said.
Moving forward
“The common factor that the pandemic has left on a global level is uncertainty,” said the president when asked about land-based casinos. “The truth is that there’s a lot of pessimism in the short term and we still can’t in the long term.”
Ayestarán believes that “online gambling has the opportunity to grow enormously”, but the Río Negro lottery is taking cautious steps. Although the entity was one of the first in Argentina to grant an online licence in 2013, he says that they still have a long way to go before the local players are used to this channel.
“Consumption habits are not easy to change and our players are still somewhat reluctant to digital offerings. But the pandemic accelerated the adaptation process and users will keep consuming these products online.” With that in mind, the authority will continue to bet on all verticals: “We believe that, for the moment, the land-based will continue dominating.”
