SELAE has awarded a €700,000 one-year contract for integrated creative, communication and advertising services to Padre World Group. The contract may be extended and has an estimated total value of €1.54m.
It covers the operator’s sports and horseracing products, including La Quiniela and related games. The awarding of the contract was published on the official Spanish Public Procurement Platform.
According to the contract justification, SELAE aims to expand its consumer base, which is in gradual decline.
Particular focus is placed on underrepresented age groups, including those aged 18 to 24 years. The objective is to strengthen branding, improve marketing effectiveness and increase sales.
SELAE also cites a lack of in-house creative capacity as the reason for outsourcing the service to external agencies.
Meanwhile, the operator is facing increasing scrutiny from local media and its network of retail lottery vendors.
Lottery vendors have warned of growing financial pressure as rising costs and static commissions continue to erode profitability. Commission rates have not changed significantly since 2002.
The National Association of Provincial Associations of Lottery Administrators (ANAPAL) has decided to scale back its engagement with SELAE after the operator refused to review the economic model for vendors to ensure sustainability.
According to an economic analysis by ANAPAL, more than 44% of vendors are already at risk of financial difficulties.
The association will suspend its participation in all working groups, forums, and voluntary initiatives promoted by SELAE that are not directly related to the network's basic functioning.
It will limit its engagement with the operator to technical and operational matters only.
Local media estimates that a SELAE vendor needs to sell approximately 6,800 La Primitiva tickets each month to cover an average self-employment fee of around €400
