Core Viewpoint - The Beijing Sports Lottery has launched five new zodiac-themed scratch-off tickets for the Year of the Horse, aiming to enhance the festive atmosphere as the Lunar New Year approaches [1][2]. Group 1: Ticket Offerings - The five new scratch-off tickets include "New Year Good Luck 2026" (50 yuan), "Grab the First Prize 2026" (30 yuan), "Success on Horseback" (20 yuan), "Horse Brings Good Fortune" (10 yuan), and "Afternoon Horse" (5 yuan) [1][2]. - "New Year Good Luck 2026" features a vibrant design with elements like red colors, galloping horses, and festive decorations, enhancing the celebratory spirit [1]. - "Grab the First Prize 2026" is a collaboration with a well-known domestic IP, showcasing lively horse imagery and appealing to younger audiences [1]. - "Success on Horseback" presents three different scenes with a modern decorative style, symbolizing confidence and forward momentum [2]. - "Horse Brings Good Fortune" incorporates traditional patterns and is designed to be collectible, enhancing its value [2]. - "Afternoon Horse" features a unique design that allows for the assembly of a larger artwork, emphasizing traditional Chinese aesthetics and good wishes [2].

Core Insights - The China Sports Lottery has launched the "2026 New Spring Season" themed scratch-off lottery marketing campaign, aimed at rewarding long-term supporters with both online and offline gifts [1][2] - The campaign includes a special promotion for Shandong province, where purchasers of designated zodiac-themed tickets can receive additional scratch-off tickets as rewards for winning specific amounts [1] - The total budget for the promotional activity is set at 4 million yuan, with the campaign ending either when the budget is exhausted or at the scheduled end date [1] Group 1 - The scratch-off lottery campaign is designed to enhance the festive spirit as the New Year approaches, providing a warm and engaging experience for lottery players [1][2] - The campaign features specific scratch-off games such as "Jum Horse Celebration" and "Success on Horseback," with varying prize amounts for each ticket type [1] - The promotional activity emphasizes a "stacked" reward system, allowing winners to receive additional prizes, thereby increasing the excitement of participation [1] Group 2 - The China Sports Lottery adheres to the principle of "from the people, for the people," ensuring that a portion of the proceeds (20%) from each ticket sold contributes to public welfare projects [2] - The annual "New Spring Season" event serves as both a brand initiative and a festive interaction with lottery players, reinforcing community support through the purchase of lottery tickets [2] - The campaign encourages social engagement, inviting families and friends to participate together in the lottery experience, thereby fostering a sense of community and shared joy [2]