National Lottery revenue grows in 2014

NLA PixThe National Lottery Authority (NLA) in the last quarter of 2014 raised its monthly gross revenue to over GH¢30 million to record an overall total revenue of GH¢316 million in 2014, repre-senting a 24 per cent growth compared to 2013.

A statement issued by the NLA in Accra yesterday said the level of contribution into the Consolidated Fund by the fifth month of 2014 exceeded performance over the same period in 2013.

“But for funds set aside to meet liabilities, 2014 would have been a record year for contribution into the Consolidated Fund,” the statement said, adding that “NLA hopes to contribute about GH¢100 million to government annually by 2017.”

According to the NLA, the factors that led to the increase in growth included effective leadership, implementation of key strategies, operational efficiencies and incentive schemes for staff and retailers.

It said: “A Retailer’s Club where top performing retailers are brought together quarterly for recognition and sharing of ideas was launched. These incentive schemes have been in operation over the last two years, and have encouraged commitment and an improvement in business relationships between the NLA, and its stakeholders.”

The NLA said in the last two years, the NLA has created over 3,000 jobs through the licensing of new Lottery Management Company’s (LMC’s), bringing the total employment in this segment of the authority’s activities to around 8,000.

Over the same period, the NLA has impacted on needful communities through its Corporate and Social Responsibility programmes, and projects.

Notwithstanding its successes, the Authority is still faced with a few challenges, such as the continued threat from ‘banker to banker’ activities, the statement said.

The Authority recognises that the most effective way to deal with the “banker to banker,” phenomenon is by the deployment of effective marketing strategies, including paying wins promptly. New games are also being launched.

“Two pilot projects were launched in December of 2014 to enable the popular 5/90 Fixed Odds Game to be played on Smart Phones. In addition, Sports Lottery has been launched, and a Soccer Lotto game is being piloted on the existing Fixed 5/90 Point of Sale Terminals (POST). These products will also be made available on Mobile Lottery Platforms,” the statement said.

The Caritas Lottery Platform introduced two years ago, and which has been partnering with institutions will be expanded to target the general public with charity games, it added.

Since the beginning of this year, the NLA has restructured its operations to become a customer centric organisation. “Initiatives to support this include the establishment of three new departments, Sales, Corporate Communication and Marketing. The focus of NLA will be on its customers, their needs and wants,” it said.

“Customers will be at the heart of NLA’s business. A major initiative in the offing will make win payments quicker and more efficient. There will be new products, and the profile of the lottery player will change,” the statement added.

By Times Reporter

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