A boost for business: Sachsenlotto and adesso launch second chance portal “GlüXBooster”

adesso and Sächsische Lotto-GmbH (Sachsenlotto) have successfully launched “GlüXBooster”, Germany’s first second-chance portal for scratchcards. With this new web-based add-on game, Sachsenlotto customers now have additional chances of winning with all scratchcards purchased at its points of sale. The lottery operator expects the new web portal and corresponding platform to first and foremost boost customer loyalty. In addition, Sachsenlotto aims to learn more about its customers at the point of sale by adding a digital opportunity to win to its terrestrial scratch cards, to draw conclusions for product marketing.

The “GlüXBooster” portal has been available at gluexbooster.de since September. adesso is responsible for the strategic focus and graphic design of GlüXBooster, as well as for implementing the underlying software solution, the web portal and accompanying mobile applications for Android and iOS. Over the coming weeks, the launch will be flanked by a multi-media 360-degree marketing campaign devised by adesso.

An added opportunity for customers and sales

Over 300,000 people buy over 10,000,000 scratchcards in Saxony every year. Thanks to “GlüXBooster”, Sachsenlotto is now the first lottery operator in Germany to connect its physical scratchcard game with the digital world. Customers can scan the codes on their lottery tickets on the web portal or the app by using the camera on their mobile phone. After registering on the platform, they will receive what are known as boosters, which they can then use in additional prize draws. This will enable Sachsenlotto to gain a better understanding of both its existing and new customers and to tailor its marketing communications more effectively in future.

Communication strategy, content creation and marketing from a single source

adesso is not just responsible for the technology behind “GlüXBooster”. A team of marketing specialists from adesso’s Digital Experience division also provided support in coming up with a name, developing the corporate design and branding. Moreover, adesso will launch a 360-degree campaign to promote the new service in the weeks following the launch. The multi-channel marketing activities feature, among other things, outdoor advertising in Saxony’s major cities, providing sales outlets with a range of training and advertising materials, and an advertising campaign on social media channels and online. In cooperation with the Sportwerk GmbH agency, Sachsenlotto is promoting “GlüXBooster” with the support of prominent Saxony-based clubs such as Erzgebirge Aue and FSV Zwickau. Existing and potential new customers will be alerted to the new offering via conventional perimeter advertising in stadiums, logo walls at press conferences, social media posts by the clubs and teams of promoters at sporting events. The advertising material for all marketing measures was developed together with the adesso business unit Digital Experience.

“Together with adesso, we have launched ‘GlüXBooster’, an innovative product that is currently the only one of its kind in Germany. As well as offering lottery ticket buyers an additional free chance to win, we are now also in a position to gain a better understanding of our scratchcard customers at the POS. We are now able to offer our customers an optimal gaming experience,” said Jens Hollritt, Director of Corporate Development at Sächsische Lotto-GmbH, adding that “adesso has done a great job in developing the ecosystem. We are pleased that the team is also actively supporting us during the marketing phase, given that they know ‘GlüXBooster’ inside out”.

Jens Hollritt, head of the corporate development department at Sächsische Lotto-GmbH (source: Sächsische Lotto-GmbH)

“‘GlüxBooster’ is an ideal example of how conventional scratchcard instant win games can be made fit for the future,” said Guido Ahle, Head of the adesso Digital Experience division. “The product enables the company to address new and younger target groups as well as existing customers. What is more, the new platform will provide insights that Sachsenlotto can use to improve customer communication and loyalty, develop innovative products and tap into further market potential”.