Caixa Loterias expands sales of Instant Lottery tickets to merchants and digital channels.
The network of over 13 lottery outlets spread across Brazil has always been the natural channel for those who want to try their luck. Now, those who want to buy an Instant Lottery ticket no longer need to look for a lottery outlet: CAIXA Loterias is expanding the distribution of this type of lottery to businesses throughout the country through the "Buy Here" Program, which began on August 4th.
The expansion allows any type of commercial establishment to sell Instantânea tickets. All products in this modality can be sold at these points. The strategy combines two axes: the growth of the physical network via the "Buy Here" Program and the strengthening of digital channels through the Affiliate Program.
How does accreditation work?
The process of joining the "Buy Here" Program is based on a private relationship between the local merchant and their preferred lottery outlet. Merchants interested in selling Instant Lottery tickets should contact their nearest lottery outlet to formalize the partnership; CAIXA will be informed of the agreement, but the negotiation takes place directly between the parties.
On the other hand, lottery business owners can also take the initiative. They become responsible for prospecting retailers in their communities and offering the partnership, expanding the presence of this type of lottery in regions where a lottery outlet may not be immediately accessible.
Lottery retailers as digital partners
The expansion goes beyond physical tickets. The Affiliate Program places lottery business owners at the center of Instantânea's digital strategy; through QR codes available at their locations, they direct customers to the Instantânea Digital platform, reinforcing their role as intermediaries in the online environment as well.
For the customer, access channels to Instantânea Digital include an exclusive portal and the Instantânea CAIXA app, available for Android and iOS. QR codes at lottery outlets offer a third entry point, connecting the physical environment to the digital experience.
The model leverages the capillarity of the lottery network as a driver of expansion. By integrating local merchants and strengthening lottery business owners as agents of physical and digital distribution, CAIXA Loterias expands the reach of Instant Lottery without relying exclusively on opening new company-owned units. It remains to be seen how quickly merchants will join the program and what the effective impact will be on the volume of tickets sold.
CAIXA AFFILIATE PROGRAM
CEF launches its Affiliate Program today.
Initially, it will only be available with the Digital Scratch Card.
Each of the 13.000 lottery outlets will still have the right to accredit 3 additional points of sale of their choice (provided they are within the same municipality).
Each CPF (Brazilian taxpayer ID) collected will be linked exclusively to a Lottery unit for 12 months.
