LONACI launches agency sales competition to boost lottery performance
Each agency is expected to coordinate with retail partners and field representatives to expand product visibility and drive ticket sales in its respective territory.
Côte d’Ivoire.- The National Lottery of Ivory Coast (LONACI) has launched a nationwide internal sales competition designed to increase lottery product sales across its distribution network. The initiative, titled “The LONACI Agency League”, runs from March 2 to April 11, 2026, and brings together 15 LONACI agencies and their commercial partners.
The competition tracks sales performance across the agencies’ operational zones, with the agency generating the highest total sales at the end of the period declared the winner.
According to the operator, the challenge is structured as a performance-driven campaign aimed at mobilising agencies and their partner networks to increase the distribution and uptake of LONACI lottery products during the six-week period. Each agency is expected to coordinate with retail partners and field representatives to expand product visibility and drive ticket sales in its respective territory.
The initiative reflects the growing role of structured retail networks in the African lottery sector. National lottery operators across the region rely heavily on agency systems and reseller partnerships to distribute products, particularly in markets where retail outlets remain the primary channel for lottery participation.
Lottery operators often use initiatives such as sales competitions to motivate retailers and boost short-term sales. By linking agency rankings directly to sales volume, operators aim to encourage stronger engagement from retail partners while also increasing product penetration in local markets.
The campaign also supports wider commercial objectives for lottery operators. Higher sales volumes can lead to greater contributions to public finances, as many African national lotteries allocate part of their revenues to state development programmes and social projects.
The results of the competition are expected to be announced after the closing date of April 11, 2026, once the sales performance of all participating agencies has been verified and consolidated. The campaign runs under the operator’s promotional message: “We all have a good reason to play.”
