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1 Football Lotto

2 Overview Who are Lotto Network? Lotto Network is a brand of MyLotto24 Ltd, part of the Tipp24 group of companies. Tipp24 is Europe s largest lottery broker and was established in It is listed on the Frankfurt Stock Exchange (SDAX). Lotto Network enables partners to host their own branded draw-based lotto product and offer their players life-changing multi-million-pound jackpots by plugging into our existing liquidity and infrastructure.

3 Lotto Network - Key Facts 31.7m The largest jackpot paid out to a single player in one lump sum 2.5m Registered customers across the network 10m+ Bets sold each and every month 200m+ Paid out in prizes since m+ Annual billings

4 What is Football Lotto? Sports clubs (football, rugby, cricket, etc.) have been operating lotteries as a way of raising funds for themselves, charities and their local communities for decades. Recently however, a combination of the large jackpots offered by national lotteries and legislation have made operating an attractive sports lottery very difficult indeed - until now. Following our success in football with the Arsenal Lotto, and with over seven Premier League and Championship clubs rolled out in 2013, we are looking for new partners.

5 What is Football Lotto? The reasons for adding your club to our network c Huge potential incremental revenue for your charitable cause, youth academy, or manager s player fund. c Corporate Social Responsibility (CSR) benefits. c Engage with your fans - lotto players actively request communication.

6 Is there a cost to the club? No! Lotto Network absorbs all set-up, operating and maintenance costs. We ask that the club agrees to a level of marketing commitment in order to maximise the success of the lotto product. For example, this could be in the form of access to the club s communication channels, pairs of tickets for fan giveaways, stadium tours, meet the team days and other attractive moneycan t-buy prizes. As part of the service, Lotto Network: c Designs and hosts the club lotto site. c Funds and pays all prizes. c Offers full customer support. c Implements a comprehensive CRM programme to keep your lotto players purchasing, which includes: - Direct mail - Outbound telemarketing What share of ticket sales goes to the club? - marketing 26% of the gross ticket sales is retained by the club.

7 The Lotto Network Product We enable you to offer multi-million-pound jackpots to your supporters. With two draws a week and an average jackpot of over 7.5m (more than the UK National Lottery s 5m), you can give your fans a lotto worth playing.

8 True lottery-style experience Lotto Network offers a betting product which is based on the outcome of Germany s 6/49 lottery. From a player perspective, the experience is the same as participating in a standard draw-based lottery. The product has been licensed in the UK since We hold all applicable gaming licences.

9 2 draws per week Draws take place on Wednesday and Saturday evenings. Players choose 6 numbers and a Club Legend and win prizes when they match 1, 3, 4, 5, 6, and 7 numbers plus the Legend. Prizes are allocated according to the prizes offered by the German 6/49 lottery. (For example, if the German 6/49 lottery has a confirmed jackpot of 20m, the Lotto Network draw also pays out the top prize of 20m in the jackpot category. All prizes are paid by Lotto Network in one lump sum and are advertised in GBP) Wednesday 5 Saturday 8

10 How to Play The Lotto is played in 3 easy steps... STEP 1 The player picks 6 numbers and 1 legend per line.

11 How to Play STEP 2 The player then selects the draw days and duration and ticks the subscription box to enter every draw continuously.

12 How to Play STEP 3 The player can open an account in under 60 seconds and deposit funds.

13 The Lotto Draw The lotto draw takes place on Wednesday evening (around 6pm) and Saturday evening (between 7pm and 10pm). 6 main numbers drawn from a field of Legend number drawn from a field of 0-9

14 How to win There are 6 prize levels in Football Lotto. Match just the Legend number to start winning. The more you match, the more you win. * except through a Lotto Syndicate, and subject to any other conditions on the applicable betting screen

15 Monthly Prize Draws Not only can your players win millions with Football Lotto, but every lotto bet earns one entry into the Monthly Prize Draw* * Prize Draw Terms & Conditions Apply

16 The Results Draw Results including a full prize breakdown are published on the Results page as soon as they become available.

17 1 in 10 chance of winning Unlike most lotteries, Lotto Network also pays out when a player matches just one ball (the Club Legend). This creates more winners. The default pay-out for matching the Legend is 0.5 free lines and the odds of a player matching the Legend is 1 in 10.

18 Jackpot comparison The Lotto Network Product This graph shows the comparison between the estimated jackpots offered by Lotto Network against the UK National Lottery and society lotteries. 31.7m The largest jackpot paid out to a single player in one lump sum.

19 Jackpots and customer acquisition The Lotto Network Product Through understanding the target audience, the graph shows how effective marketing can enable a similar trend between Lotto Network jackpots and new customer acquisition.

20 Existing partners Clubs using the platform Here are a few of the partners already on the Lotto Network platform. Lotto Network will create and publish your site in line with existing club branding, adopting a tailored approach to further appeal to your fans.

21 Testimonials When consulting with our supporters, it soon became clear that there was a demand for an additional means of contributing to the success of the club in other ways than our core revenue streams. After investigating the options in the market, Lotto Network s football-based product seemed the logical choice. The launch of Hibernian Lotto has not only helped to generate valuable incremental revenue, but engages our supporters in such a way that they can make even more of a difference. The partnership has helped us step-change fan engagement with The Arsenal Foundation and dramatically raise supporter donations to our good causes... the unprecedented jackpot levels and simple online play only increase the appeal. Angus Kinnear Marketing Director Arsenal Football Club Russell Smith Head of Commercial Hibernian Football Club

22 Who s playing? Marketing key statistics The majority of players on Football Lotto are male (82%) and between the ages of (40%). Female 18% % 60+ 7% Male 82% % % Gender Age Average Football Lotto Database

23 Key statistics 84% of lotto lines are played by customers who choose to subscribe. 37% of unique players have been winners.

24 Club marketing improves lotto performance 77% increase in average lotto site traffic resulting from marketing promotions to club database. 172% up to increase in new customer purchases for a single draw

25 Example Marketing Commitment

26 Example marketing commitment Launch Activity c Launch story, including first-team players and club legends, to generate positive PR from broadcast, online and print media. Throughout the Term c Media plan and scheduled activity to generate coverage via broadcast and press, both locally and nationally, on a regular basis. c Full support from the club s PR channels and regular communication to club s database. c Weekly web story detailing draw numbers and sign-up mechanism. c Advertisement and sign-up call-to-action included within the match programme. c Flyer and literature drop within club store, reception areas and supporters bar. c Promotion of lotto within all club direct mails, including Christmas catalogue and season ticket welcome packs.

27 Example marketing commitment Web Advertising c Permanent static advert on home page linking directly to the lotto site. c Display assets promoted across site linking to the lotto site. Stadium Advertising c Two static advertising boards and three minutes of LED board advertising at all televised home games. Stadium Promotion c The opportunity to promote the lotto site at every home game, including the free use of promotional staff to sign up supporters throughout all areas of the stadium.

28 Example marketing commitment Outbound Calls c The opportunity to telephone and send text messages to the database to promote the lotto site. Social Media c Weekly promotion through the club s official Twitter and Facebook channels.

29 Example Marketing Commitment Pool of Prizes c A pool of 50 match-day tickets to be used throughout the season. c VIP day including fully-inclusive hospitality for two, stadium tour, directors box tickets and a signed home shirt. c Tour of the training centre and lunch with the team. c Two signed home shirts and two signed balls presented by a favourite player. c Watch the match from the dugout. c And so on! The better the prize, the more attractive the lotto proposition.

30 Marketing Channels

31 Social Media Engaging the audience across social media Marketing activity, jackpot alerts and reactive promotions across club media players and social media platforms including Facebook, Twitter, and more.

32 Display advertising From concept to campaign Designed in line with the club s existing branding, effective display advertisements are used on sites to increase awareness of the product and drive site traffic.

33 Stadium marketing and Direct to Fan Marketing Promotion of the lotto site at every home game, including the free use of promotional staff to sign up supporters throughout all areas of the stadium.

34 Example Launch Promotion Some examples of how Lotto Network works with the club ahead of a successful launch.

35 Direct Marketing c Lotto Network can produce targeted, club-specific direct mail acquisition campaigns. c We devise all creative concept and copy, and manage the process from the outset through to post-campaign analysis. Getting the fans on board - direct mail & telemarketing Acquisition tools such as direct mail and outbound telemarketing are an effective way to target club s database - ideal for those customers who aren t frequent internet users, but are lottery players and would like to support the club.

36 Web tracking Identifying trends We monitor visitor behaviour to determine important trends and report on campaign performance to optimise future marketing and the lotto site itself.

37 Marketing Effective CRM communication is an effective way to promote marketing campaigns and carry out split testing. Your lotto will benefit from intelligently-triggered automated s and reactive marketing messages.

38 Syndicates c Customers purchase syndicate shares instead of individual lotto lines. c Each syndicate contains a fixed number of lotto lines, the winning proceeds of which are divided between the shareholders (customers). More ways to win! Syndicate products are designed to increase the average wagering per draw of our customers, while providing an additional way to engage with the lotto.

39 For more information contact: Julian Morel Head of B2B Business Development Mobile: +44(0)

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