Supreme Ventures Limited (SVL) has added a fourth daily draw to its flagship lottery game, Cash Pot, in a move aimed at capitalising on the popularity of the brand which has been raking in billions of dollars for the gaming company.

On Monday, SVL held its first Cash Pot draw at 10:30 am, which joins daily time slots at 1pm, 5pm and 7:30 pm. SVL also added the fourth daily draw to its Pick 3 brand.

SVL CEO Brian George told the Business Observer yesterday that while a move to have four daily Cash Pot draws has always been in the pipeline since SVL launched the lottery game -- derived from the traditional game, Drop Pan -- nine years ago, the game's overwhelming popularity prompted the company to make the move at this time.

"From a business point of view, one of the things that we recognise is that we're not like other businesses which can charge more fees or raise prices, so if you look at our games, we grow our business by adding to the frequency of the draws or by adding new games," said George.

"So, this is just consistent with our business model in terms of how we improve our business but at the same time we only do those kind of things when we have gotten enough consumer feedback that this is something that's desirable," he said.

According to George, Cash Pot represents "over 75 per cent" of SVL's business. Revenues derived from Cash Pot improved by 27 per cent to $19.35 billion over the financial year ended December 31, 2009, compared to the year prior.

"It will always be our flagship game," said George of the relatively low margin Cash Pot, which has the highest frequency of payouts among SVL games.

"It's the game that all Jamaicans have embraced -- there's a lot of player satisfaction -- whilst Lotto and all the other games have niches," he added.

Meanwhile, George said that work is underway to improve the odds of winning the Super Lotto, the big ticket multi-jurisdictional regional game which has underperformed.

Source:http://www.jamaicaobserver.com/business/Cash-Pot-gets-a-fourth-draw_8113570