We took a close look at foreign benchmarks – including very inspiring cases from the Italian (Italians are enamoured with draw-based games and lotteries), British, and Irish (where national operators underwent comprehensive branding revitalisation) markets.
The conducted portfolio reorganisation was influenced by three key factors – threats resulting from the liberalisation of the market, the logic of varied expectations identified during the consumer segmentation, and the necessity of cleansing relations between the leading brands.
The result of this activity was implacable – Duży Lotek had to go to make room for the Lotto brand. Scratchcards finally gained a more logical name, i.e.… scratchcards. The product portfolio was reorganised – unnecessary doubles disappeared, new games were introduced, addressing gamers’ very expressive insights, such as Kaskada, for those who prefer a “bird in the hand” than a dream of millions in Lotto. The reorganised brand portfolio gained an attractive, emotionally appealing branding developed by BNA, who we executed the project with.
