Super5 Reimagined Malta’s Iconic Lottery Game Enters a New Era
IZI Group’s Franco De Gabriele reveals how National Lottery plc is transforming Super5 to bring the lottery closer to the people, blending tradition with innovation, and guaranteeing million-euro jackpots more often.
With the launch of the new Super5 on July 4th, Malta’s iconic jackpot lottery game has just entered a new chapter, one built around convenience, excitement and accessibility. We sat down with Franco De Gabriele, CCO of IZI Group, to discuss how National Lottery plc, a subsidiary of IZI Group, is bringing lottery closer to the people, and how the new Super5 will crystallise this ambition.
Let’s start with the core idea behind the concept of ‘bringing the lottery closer to the people.’ What does this mean for you?
Tis concept is very clear in our minds and is reflected across all levels of the Group. It means making the lottery more relatable, more exciting, and more accessible to people’s everyday lives. Te lottery should feel like a natural part of local culture, something that’s both familiar and fun. For us, it’s about removing barriers, whether they’re technological, generational or even emotional, while creating a portfolio of products and services that people trust, enjoy and look forward to engaging with.
Tis concept has been our driving force from the first day we took over the national lottery in July 2022. Trough this philosophy we managed to fulfil three (3) core objectives, first to grow the lottery to unprecedented levels, second to increase the monies going back to players in terms of winnings and third, to provide the Government with additional revenues in a bid to then have more resources for good social and cultural causes.
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Could you elaborate further on these core objectives and what have been the driving forces that enabled you to reach these objectives?
Te most important element for reaching these ambitious goals of the Group is to ensure that everybody within our family is aware of these core objectives and has a clear path on how they can be attained. Our employees are the main driving force behind our achievements. We have created a culture that allows everybody to understand how their efforts can support the common goals.
Our direct line of clear communication through what is relatively a flat organisation structure has been the determining factor for the attainment of our goals. We are proud of the fact that in the past three years we have more than doubled the annual sales and player winnings, while proceeds to Government have grown by 64 per cent.
Your next big project is to re-position one of the legacy games of the national lottery – the Super5. So, what’s changing with Super5?
We have noticed that the appeal for Super5 has diminished over time. Given the importance of this game within our portfolio we have set ourselves a target of reversing this declining trend. In recent months we’ve undertaken the most comprehensive market study related to the game to ensure that we better understand the underpinning demand for it. Te results were very clear. While people have a strong emotional connection to the game, they expect larger jackpot returns.
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