International edition
September 19, 2020

The National Lottery associated with Digital Orchid and Telcel to perform the project

Melate Móvil, the first lottery game via cell phone, created in Mexico

(Mexico).- Mexican National Lottery, US Digital Orchid and the Mexican cell phone branch from tycoon Carlos Slim Helú, Telcel, created the first lottery game system called Melate Móvil.

The mobile platform system was developed in together with exclusive Mexican lottery agency, Pronósticos Deportivos and communication giant, Telcel”, informed Digital Orchid in a press release. It added: “Lottery mobile service allows consumers to participate in the lottery game from their cell phones and electronic agendas”.

Telcel registered, up to September, more than 47.5 million clients, a number which represented the 73.5% of the cell prhone market in the country. The second important player is Movistar, from Spanish Telefónica, with the 17.2%. The rest belongs to Iusacell (6.2%) and Nextel (3 %).

Draws, said the US company, will be held twice a week and people may participate through the purchase of a pre-paid card, which will be sold in more than 3,000 points of sale.

Data of Financial Group Santander point that the federal government collected approximately US$ 950 million through National Lottery abd sports-lottery games in 2005.

That millionaire business attracted Televisa Group, which in February this year launched its company Multijuegos, a business which competes directly with draws from the National Lottery. In the first months, it installed more than 4,000 electronic terminals to sale its draws through big commercial chains such as: Oxxo, Farmacias del Ahorro, Círculo K, Farmacias Guadalajara, 24 Hour Go Mart and Chedraui.

This June, Santander calculated Televisa could generate sales for us$ 70 million in 2007, us$ 130 million in 2008 and us$ 200 million in 2009, just with lottery tickets: Súper Lotto Millonario, Toma 3, Toma 4 and Súper Multiplicador.

Besides, Televisa is a serious commercial rival in the fixed telephone business, which is dominated by Teléfonos de México (Telmex), together with triple play service to be offered by its operating cable TV companies. Triple play allows cable companies to offer TV services, telephone and Internet in the same package in competitive prices.

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