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World Cup China SMG Sales Soared By 400%

"Oh, the Argentina team finally lost. My 50 yuan is gone!" On the morning of July 14, Gao Yuan, a white-collar worker in Beijing, watched the finals between Germany and Argentina.

To Gao Yuan, who had never participated in an SMG before, the topics discussed on various networking platforms since the start of the World Cup moved him.

Like Gao Yuan, during the World Cup in Brazil, more than 10,000 Chinese people bought lottery tickets over the Internet or though mobile terminals.

Data from the China National Sports Lottery Management Center shows that on the first day of the World Cup, the best-selling lottery SMG saw single-day sales of more than 150 million yuan; and subsequent single-day sales kept hitting new records, with sales of 900 million yuan in 4 days and 4 billion yuan in 9 days after the start of the games, overtaking the total sales of RMB2.3 billion during the World Cup South Africa.

The passion for watching the World Cup in Brazil triggered a huge demand for lotteries. Thus, 2014 is also known as "the first year" of Chinese Internet lottery.

Mobile app narrows the distance between white-collars and the World Cup

Today, with almost everyone having a smartphone, apps have become omnipotent. Reading, entertainment, finding a restaurant, finding parking space, hiring a taxi, apps meet almost all useful or useless demands of life.

During the World Cup this year, the most popular app was undoubtedly the lottery category. Mobile, entertainment, and social networking became common attributes of lotteries with the exception of purchasing of lotteries this summer.

Lottery, as a highly standardized product, supports micro-payment and features a high degree of participation, so it is ideal for mobile users. However, this year, major platforms are eyeing mobile terminals, and in the future mobile terminal competition will become more intense.

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