National Lottery records revenue growth in 2014

The National Lottery Authority (NLA) in the last quarter of 2014 raised its monthly gross revenue to over GH¢30m. Overall total revenue of the Authority as at 31st December 2014 is GH¢316m, representing a 24 per cent growth compared to 2013.

A statement issued by the NLA on Monday and copied to the Ghana News Agency in Accra 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.

“NLA hopes to contribute about GH¢100 million to government annually by 2017,” the statement stated.

According to the statement, 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.

“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 statement stated.

The statement noted that 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 Social Responsibility programmes and projects.

A total amount of GH¢1.0m was spent on projects and sponsorships in the areas of health, culture, education, sports and safety and security.

The statement said the National Cardiothoracic Centre at the Korle Bu Teaching Hospital was supported with an Intra-Aortic balloon pump, whilst the operating theatre of the Cape Coast Municipal Hospital was renovated and extended.

The Authority further made a donation to the Patang Hospital, the statement said.

In the area of sports, the NLA supported the Ghana Olympic Committee with funds towards Ghana’s preparation and participation in the Glasgow Commonwealth Games and financed the renovation of the Gymnasium of the Public Affairs Department of the Police Headquarters.

The Authority also renovated its Brennan Hall whilst other major NLA office complexes are undergoing renovations to bring them up to the status befitting the Authority.

There are plans to renovate all the NLA’s dilapidated buildings over the next three years and in order to save cost the Authority is taking steps to move from rented offices, the statement said.

According to the statement to minimize the risk of fire, a nationwide Fire Audit was conducted early this year in all the Regional and District Offices and the risks identified have been addressed.

All the offices have been equipped with the necessary fire-fighting equipment to protect the physical assets and the human capital.

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 recognizes 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 only 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.

“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 wills change,” it added.