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Abstract(s)
Os Jogos Santa Casa são os maiores produtores de receita de jogo em Portugal e o seu
jogo de maior sucesso é a lotaria instantânea, mais conhecida por raspadinha. É um
jogo bastante acessível, fácil, precisando apenas de uma combinação de símbolos ou
números para que o jogador ganhe um prémio. Este jogo tem três resultados possíveis,
ou o jogador pode ter um prémio ou um full-miss ou um near-miss. Um near-miss é
um resultado próximo da vitória, que se falhou por pouco, por um número ou símbolo.
Este estudo teve como intuito perceber se os Jogos Santa Casa produzem mais nearmiss do que o esperado e se este fenómeno incentiva ao desejo de jogar e influencia o
comportamento da compra de raspadinhas. Primeiramente, analisou-se a
probabilidade teórica do aparecimento de near-miss das raspadinhas 10x e 20x dos
Jogos Santa Casa e comparou-se com uma amostra de 1307 raspadinhas (502 no caso
da 10x e 805 no caso da 20x). Posteriormente, numa amostra de 60 indivíduos,
procurou-se verificar se o desejo e o comportamento de compra era influenciado pela
ocorrência de near-miss, através da realização de um jogo de raspadinha simulado, a
“Estrela da Sorte”.
Os resultados permitiram verificar que, independentemente do género, o near-miss
aumenta o desejo de jogar e incentiva à compra de raspadinhas. A eficácia deste
fenómeno poderá ser aproveitada pelas empresas no seu marketing interno e externo,
mas também no âmbito do marketing público e não lucrativo.
Jogos Santa Casa is the largest producer of gambling revenue in Portugal and its most successful game is the instant lottery, better known as scratch cards. It's a very accessible and easy game, requiring only a combination of symbols or numbers for the player to win a prize. This game has three possible outcomes: either the player can win a prize, or they can have a full-miss or a near-miss. A near miss is a result close to victory, which is narrowly missed, by a number or symbol. The aim of this study was to verify whether the Santa Casa Games produce more nearmisses than expected and whether this phenomenon encourages the desire to play and the behaviour of buying scratch cards. First, we analysed the theoretical probability of near-miss appearance of the 10x and 20x scratch cards of the Jogos Santa Casa and compared it with a sample of 1307 scratch cards (502 in the case of 10x and 805 in the case of 20x). Subsequently, in a sample of 60 individuals, an attempt was made to verify whether the desire and buying behaviour was influenced by the occurrence of a near-miss, through the realization of a simulated scratch card game, the “Estrela da Sorte”. The results showed that, regardless of gender, near-miss increases the desire to play and encourages people to buy scratch cards. The effectiveness of this phenomenon can be used by companies in their internal and external marketing, but also in the field of public and non-profit marketing.
Jogos Santa Casa is the largest producer of gambling revenue in Portugal and its most successful game is the instant lottery, better known as scratch cards. It's a very accessible and easy game, requiring only a combination of symbols or numbers for the player to win a prize. This game has three possible outcomes: either the player can win a prize, or they can have a full-miss or a near-miss. A near miss is a result close to victory, which is narrowly missed, by a number or symbol. The aim of this study was to verify whether the Santa Casa Games produce more nearmisses than expected and whether this phenomenon encourages the desire to play and the behaviour of buying scratch cards. First, we analysed the theoretical probability of near-miss appearance of the 10x and 20x scratch cards of the Jogos Santa Casa and compared it with a sample of 1307 scratch cards (502 in the case of 10x and 805 in the case of 20x). Subsequently, in a sample of 60 individuals, an attempt was made to verify whether the desire and buying behaviour was influenced by the occurrence of a near-miss, through the realization of a simulated scratch card game, the “Estrela da Sorte”. The results showed that, regardless of gender, near-miss increases the desire to play and encourages people to buy scratch cards. The effectiveness of this phenomenon can be used by companies in their internal and external marketing, but also in the field of public and non-profit marketing.
Description
Keywords
Compra de Raspadinhas Desejo de Jogar Jogos Santa Casa Lotaria Instantânea Near-Miss Raspadinha