The St. Lucia National Lottery was struggling with low player involvement, a lacklustre brand and little tangible support for local good causes. In 2005, CBN took over management and operations with a goal of turning things around. And turn it around we did.
In the first year, we employed and trained a local workforce and grew distribution from 75 to 125 retail locations. We introduced new games, including instant tickets and mid-day draws, and provided retailers with more visible point of sale support and better terminals. Average monthly sales soared by 60%.
One of the biggest challenges in St. Lucia was its small player base. When we took over, only 15% of the population were regular players. Our research showed that, in addition to technological, distribution and product enhancements, we needed to re-energize the brand.
Our newly created umbrella brand focused on the incredible support that the Lottery provides to local good causes.
The ‘Changing lives’ tag is now understood and embraced by players and non-players alike. And it allows us to create strong personalities and build loyalty for individual games, as they are backed by the credibility of the national brand. Player participation now sits at 47% of the population.
With a 400% growth over 10 years, the St. Lucia National Lottery now offers an incredible amount of support to local good causes, including youth and sport development programs.
“Thanks to CBN’s involvement, the on-line lottery in St. Lucia has been a great success. It has met and surpassed our expectations in terms of generating funds for Youth, Sports and Nation Building projects in our country.”
Multiplied support for local good causes
Grew the business by 400% in 10 years
Boosted player base by 42%