TOTI Prima Lands Nigeria with Fun Lotto Brand

Nigerians are set to give their dreams a wing to fly and win as TOTI Prima, a new lottery company led by experienced lottery operators, recently unveiled a dynamic lotto brand in Nigeria. The lotto brand was unveiled at a colourful and impressive ceremony that took place last Sunday at the prestigious Lagos Civic Centre, Victoria Island, Lagos.

The event witnessed the presence of the media, celebrities and Nigerians from all walks of life including the representatives of the National Lottery Regulatory Commission (NLRC) and the Lagos State Lotteries Board who endorsed the transparency and openness of all activities of TOTI Prima Lotto.

(L-R) Strategy and Analytics Manager, TOTI Prima, Chebli Chebli, Brand Ambassador, Uti Nwachukwu, Chairman, Mario Camilleri and the Chief Executive Officer, Jean Paul Tabone at the unveiling of TOTI Prima Brand in Lagos on Sunday.

At the occasion, the Chairman, TOTI Prima, Mario Camilleri revealed that the company had engaged in painstaking market research and strategic mapping which took about two years of planning, to come to the conclusion that TOTI Prima should play lotto in the Nigerian market. At a time when some companies are faint to invest in the Nigerian economy, Mr. Camilleri showed confidence in Nigeria and the Nigerian people. According to him, TOTI Prima believes in Nigeria, her economy and her people. The company sees a country where it can contribute its own quota to make the economy more robust. He added that the company feels the energy of the people and the vast opportunity in the land for companies that are ready to bring something refreshing to the people and the economy. TOTI Prima is ready to give the people the game to fly their dream, he said.

The Chairman further revealed that, apart from the approval from both the Lagos State Lotteries Board and the NLRC, they also discovered that the Nigerian market is a mature economy, with truly strong regulators, world class banks, professional lawyers, creative marketers and other support companies who, they believe, could help them get to their final destination. “Today we believe that we are able to change people’s lives, as well as perception of lottery in Nigeria.”

Commenting on the unique name of the company, Mr. Camilleri revealed that his father’s name came in quite handy. He explains, “When it came to naming the company, I had one name that stood out for me. That name was TOTI Prima. TOTI was my father’s name. I have always believed that my father had the Midas touch and made a success out of everything he did. And this is my dream not only for us as a company, but also for our players. My father was a man of integrity and his name became synonymous with respect, good ethics and values, which will be the basis of our company. Sadly, he passed on 10 days ago, so he was unable to see this dream for the legacy of his name, become reality. Though I am sure he is looking down on us tonight with pride”.

Mr. Camilleri also revealed his dream of TOTI Prima Lotto becoming a household name in Lagos and in Nigeria as a whole. He said that the company’s strategy is to create a very strong TOTI Prima brand equity based on integrity, sincerity, tenacity of purpose and delivery starting from Lagos, and subsequently across all the states of Nigeria. This, he said, explains why the brand, apart from serving as supplementary income and improving people’s well-being, is positioning itself as a choice instrument that brings Dreams to Reality besides Changing People’s Stories.

 In his presentation, to explain the unique strategies to be explored by TOTI Prima to control the Nigerian lotto market, Mr. Toby Nwanede, Marketing/ Business Development Manager of TOTI Prima Lotto, explained that his organisation recognises the entrepreneurial spirit of the Nigerian; their strength of character and determination that inspires them to progress in life, with that sense of responsibility of improving their lives and those around them. He said that, this understanding and awareness is what shaped their outlook on the game of lottery, moving it beyond the passion of playing, to the point of winning. He said that, “While most other operators have stuck with the traditional lotto style game, our new strategy is to create a game offering better odds, prizes and simpler game play. We are poised to provide a reliable platform that is based on integrity and transparency, as our live draws will be devoid of human interference. We will broadcast across social media channels every Tuesday, Thursday and Saturday. We passionately want to encourage people, not only to dream but be certain that their dreams will become reality”.

At the event, the brand unveiled one of Nigeria’s most cerebral celebrities Uti Nwachukwu as its Brand Ambassador. Uti brought class, panache and excitement to the event as he raved the audience with a touch of that style that gave him success at the popular Big Brother Africa Reality Show. He ignited the audience’s passion during the raffle draw which he anchored to the admiration of the guests. Mr. Alibi Idowu won One Million Naira, as the very first winner of TOTI Prima draw.

TOTI Prima demonstrated the company’s readiness to penetrate the market and take it on with the unveiling of her marketing/marketing communication collaterals which include but not limited to - radio jingles (English and pidgin), television commercials, outdoor visibility materials such as fascia boards, store danglers, table top stickers, signage, store front branding, cash point branding and others.

In her vote of thanks, the TOTI Prima Chief Operating Officer, COO, Annabel Camilleri said, “When I was asked to give the vote of thanks tonight, I felt like this would be my moment at the Oscars. But I promise not to cry, and please do forgive me if I forget to mention anyone. Getting to this point has been a challenging mission, and one that we would not have been able to pull off without a lot of help from many.

She thanked the industry regulators, the National Lottery Regulatory Commission and the Lagos State Lotteries Board, who were both represented at the event.  She said, “Together with them, the gaming industry has many professional entities who have made it one of the most envied. To our gaming platform provider and our payment providers, thank you for being consummate experts in your field. To our lawyers, banks, accountants and various consultants, thank you for your guidance and immeasurable advice. You helped us navigate this new landscape with confidence and ease”.

She also expressed her gratitude to all that were present at the event. “To all of you here tonight, thank you for joining us to celebrate the beginning of our journey. Your presence is more appreciated than you can imagine. And finally, but probably the greatest thanks that we could give. To the people of Nigeria. Thank you. Thank you for welcoming us with open arms and making us feel at home. Remember – All Dreams are Valid”, she concluded.