LOTBA Gathers More Than 70 Retail Agents to Present Commercial Updates
Argentina.- 25 September 2026 | www.zonadeazar.com The Buenos Aires City Lottery, LOTBA, brought together more than 70 members of its retail agency network to present its main commercial developments for the coming months, discuss current challenges and strengthen collaboration with points of sale.
The meeting was led by LOTBA President Jesús Acevedo and also featured Fernando Machado, the organisation’s Gaming Regulation Manager.
LOTBA used the session to update agents on new products, commercial campaigns, technology improvements and the performance of initiatives introduced during the 2026 FIFA World Cup.
More Than 70 Retail Agents
More than 70 representatives of the city’s lottery retail network attended the meeting.
Participation exceeded a similar gathering held in June, when LOTBA met more than 60 agents to discuss projects and preview the relaunch of Prode.
The continuation of these meetings reflects a strategy of maintaining more regular communication with points of sale.
Regular Working Agenda
Jesús Acevedo confirmed that such meetings will become part of a recurring working schedule.
The objective is to maintain follow-up sessions with lottery agents and provide regular opportunities to discuss new products, operational requirements and commercial expectations.
The initiative is intended to strengthen the relationship between LOTBA and one of its principal physical distribution channels.
More Than 900 Agencies
LOTBA’s network includes more than 900 agencies across the City of Buenos Aires.
These points of sale maintain daily contact with customers and continue to play a significant role despite the continued expansion of digital channels.
The lottery considers its agency network a key part of maintaining the territorial reach of authorised gaming.
Retail Network as a Strategic Asset
LOTBA stressed that agents provide a direct link between the institution and local residents.
In addition to selling products, retail locations provide information and customer support.
The commercial strategy therefore combines technological modernisation with efforts to strengthen the physical channel.
Upcoming Product Launches
LOTBA presented the principal commercial projects scheduled for the coming months.
The organisation previewed products and campaigns intended to generate additional activity across its sales network.
Major developments include:
- Loto Especial.
- La Grande de la Ciudad.
- Technology improvements.
- New media campaigns.
- Updates at points of sale.
Loto Especial
Loto Especial is one of the main products highlighted.
LOTBA indicated that the product will feature significant prize opportunities.
The launch is intended to create additional interest among players and drive activity across the retail network.
La Grande de la Ciudad
Another major release will be La Grande de la Ciudad.
The product was presented as one of the key commercial occasions planned for the coming months.
LOTBA indicated that large prizes will form part of the proposition.
High-Impact Prizes
Both Loto Especial and La Grande de la Ciudad form part of a strategy designed to create standout moments in the lottery calendar.
Large or special prizes can increase player attention and retail traffic.
Communication campaigns will support these releases.
Media Campaign
LOTBA also presented its planned media communications.
The campaign will support the upcoming commercial products and increase public awareness.
Advertising activity will work alongside the promotional role played by retail agencies.
Importance of Communication
New games depend on players quickly understanding their mechanics and prize structures.
Commercial communications and point-of-sale knowledge therefore need to operate together.
Retail agents remain an important channel for explaining products directly to customers.
Kairos Improvements
LOTBA also presented improvements to the Kairos system.
The platform supports operations across the retail network.
Updates are intended to streamline processes and make everyday agency operations more efficient.
Process Modernisation
Technology modernisation has been a recurring part of LOTBA’s 2026 strategy.
The objective is to reduce operational friction and improve the experience for both agents and customers.
Internal systems are being developed alongside new commercial launches.
New Screens at Agencies
Improvements have also been made to screens installed across retail locations.
These can communicate information directly to customers inside agencies.
Content may include:
- Jackpots.
- Results.
- New games.
- Promotions.
- Institutional information.
- Responsible-gambling campaigns.
Digitalising Physical Retail
The screens form part of a broader transformation of the traditional agency model.
Physical outlets retain their established role while incorporating more digital tools.
This combination allows information to be updated quickly and improves customer communication.
World Cup 2026 Review
Fernando Machado also reviewed actions carried out during the 2026 FIFA World Cup.
The tournament provided LOTBA with an opportunity to introduce products and promotions linked to one of the year’s largest sporting events.
The meeting allowed the organisation to share its assessment of those initiatives.
Prode Mundial
Prode Mundial was among the products reviewed.
It formed part of the return of a historic football prediction brand.
LOTBA had previously identified the relaunch of Prode as one of its major commercial priorities for 2026.
Return of Prode
The return of Prode combines a traditional product identity with updated consumer habits.
LOTBA sought to use the brand’s historic recognition while adapting it to a contemporary environment.
The World Cup provided a particularly relevant launch opportunity.
Updating a Traditional Product
Prode illustrates how lottery organisations can modernise established products.
Innovation does not always require creating an entirely new game.
Recognised brands can also be updated for different generations.
New Poceada Prize
LOTBA also introduced a new prize level for Poceada during the World Cup period.
The change applied to players achieving five correct numbers.
It was designed to add another winning possibility to the game.
Five-Hit Prize
Adding a five-hit prize expands the reward structure.
Such changes can create additional winning opportunities while preserving the appeal of major jackpots.
The measure was included among the World Cup initiatives discussed at the meeting.
Commercial Assessment
The session allowed LOTBA to present results while receiving direct feedback from retailers.
Agents can provide information on:
- Player behaviour.
- Reception of new games.
- Operational problems.
- Common customer questions.
- Promotional performance.
- Technology requirements.
This feedback can influence future development.
Exchange With the Network
LOTBA emphasised the interactive character of the meeting.
Attendees were able to present concerns, proposals and expectations.
The organisation intends these sessions to operate as two-way discussions rather than one-way presentations.
Agent Questions
Jesús Acevedo responded directly to questions from the retail representatives.
Direct interaction with senior management forms part of the working model LOTBA intends to maintain.
The aim is to identify operational issues before they develop into wider problems.
Statements
LOTBA said the more than 900 agencies in its network play a fundamental role in the development of legal gaming in Buenos Aires.
The organisation described retailers as the daily link with residents and the visible face of LOTBA in individual neighbourhoods.
It also stressed their role in strengthening the legal gaming industry.
Legal Gaming
Strengthening the authorised retail network also has a regulatory dimension.
Licensed agencies represent a supervised sales channel.
Their territorial presence helps distinguish official products from unauthorised gambling activity.
Competition From Illegal Gaming
Illegal gambling remains a significant challenge for regulators in Argentina.
LOTBA has participated in measures to block unauthorised platforms and address illegal operations.
Supporting legal channels forms part of the same strategy.
Role of Retail Agencies
Lottery agencies provide more than ticket sales.
They maintain a physical relationship with customer groups that may prefer in-person transactions to fully digital services.
This remains important even as online participation grows.
Physical and Digital Channels
Market evolution requires lottery organisations to support both.
Digitalisation continues, but physical retail still generates substantial traffic and local visibility.
LOTBA is seeking to modernise without reducing the importance of agents.
Omnichannel Development
The combination of traditional games, digital tools and physical stores increasingly resembles an omnichannel model.
Different participation methods can operate within the same ecosystem.
Retail agencies can serve simultaneously as sales, information and promotional points.
Modernisation During 2026
LOTBA has pursued several initiatives throughout the year.
In June, it presented more than 60 agents with a plan focused on innovation, modernisation and strengthening retail locations.
The September meeting demonstrates continuity in that strategy.
Progress Since June
The latest gathering also provided an update on projects announced earlier in the year.
In June, Prode was still among the main upcoming releases.
After the World Cup, LOTBA can now assess its performance and move towards another commercial phase.
Product Cycles
Lottery planning typically works across different product cycles.
Some games are tied to major events, while others sustain activity throughout the year.
Balancing these approaches helps maintain customer interest.
Special Events
Loto Especial and La Grande de la Ciudad form part of a special-event strategy.
Major prize occasions can support dedicated campaigns.
They can also drive increased customer traffic to agencies.
Customer Retention
Product updates also play a retention role.
Regular players often want new features without abandoning established games.
New prize structures and special products can help maintain engagement.
Reaching New Audiences
LOTBA also faces the challenge of reaching generations accustomed to more digital forms of entertainment.
Updating established products and modernising points of sale can support this objective.
The Prode relaunch had previously been positioned within this broader strategy.
Lottery Marketing
Lottery marketing is undergoing significant transformation.
Organisations compete for attention within an increasingly fragmented entertainment market.
Campaigns can no longer rely only on announcing results and jackpots.
Point-of-Sale Experience
The agency experience therefore becomes more important.
Updated screens, clear information and efficient systems can improve interactions with customers.
Technology becomes a commercial tool as well as an operational one.
Training
Every new product requires agents to understand its mechanics.
Training helps retailers answer customer questions and minimise errors.
Face-to-face meetings can complement other learning channels.
Local Reach
More than 900 agencies give LOTBA broad coverage across Buenos Aires neighbourhoods.
This presence allows the organisation to stay close to highly diverse customer groups.
Territorial reach remains one of the physical network’s primary strengths.
Commercial Challenges
One challenge for the coming months will be maintaining momentum after an exceptional period such as the World Cup.
Major sporting events generate temporary peaks in interest.
The post-event period requires new commercial incentives.
Final Months of 2026
Loto Especial and La Grande de la Ciudad form part of LOTBA’s strategy for the final part of 2026.
The organisation is aiming to maintain a release schedule capable of sustaining activity.
Its media campaign will support the transition.
Institutional Relationship
Turning agent meetings into a recurring agenda also changes the institutional relationship.
Rather than meeting only when specific problems arise, LOTBA intends to maintain an ongoing working forum.
Regular contact can improve planning and help anticipate needs.
Industry Context
Traditional lotteries are dealing simultaneously with digitalisation, changing consumer habits and increased competition for entertainment spending.
Physical retail locations need to evolve without losing their territorial role.
LOTBA is responding by combining product renewal, technology and closer engagement with its retail network.
Next Steps or Impact
LOTBA will continue rolling out the products and improvements presented to agents over the coming months.
Loto Especial and La Grande de la Ciudad will be among the principal commercial initiatives intended to sustain momentum after the World Cup.
Kairos improvements and new retail screens will meanwhile support modernisation of the sales infrastructure.
The decision to establish regular meetings with retailers could also become important in keeping LOTBA and its more than 900 points of sale aligned.
For the Buenos Aires City Lottery, the challenge will be to combine innovation and digitalisation with a physical retail network that remains one of its most important links with customers throughout the city.
Editó: @fonta
