{"id":396968,"date":"2026-05-29T13:43:08","date_gmt":"2026-05-29T13:43:08","guid":{"rendered":"https:\/\/igamingbusiness.com\/br\/?p=396968"},"modified":"2026-05-29T13:43:09","modified_gmt":"2026-05-29T13:43:09","slug":"da-sorte-loteria-e-o-novo-nome-e-marca-institucional-do-cmsl","status":"publish","type":"post","link":"https:\/\/igamingbusiness.com\/br\/loteria\/da-sorte-loteria-e-o-novo-nome-e-marca-institucional-do-cmsl\/","title":{"rendered":"\u201cD\u00e1 Sorte Loteria\u201d \u00e9 o novo nome e marca institucional do CMSL, que inicia um ciclo de expans\u00e3o no mercado lot\u00e9rico brasileiro"},"content":{"rendered":"\n

O Cons\u00f3rcio Mineira da Sorte Loteria (CMSL), respons\u00e1vel pela Raspadinha\u00ae e Trem das 11, jogos oficiais da Loteria do Estado de Minas Gerais, inicia uma nova fase adotando \u201cD\u00e1 Sorte Loteria\u201d como novo nome e marca da companhia. O movimento de rebranding, iniciado em janeiro deste ano, acompanha o crescimento acelerado da opera\u00e7\u00e3o, a amplia\u00e7\u00e3o do portf\u00f3lio de jogos e a consolida\u00e7\u00e3o da empresa entre os principais players do mercado lot\u00e9rico brasileiro.<\/p>\n\n\n\n

A reformula\u00e7\u00e3o segue alinhada \u00e0 fase de crescimento e fortalecimento das opera\u00e7\u00f5es da companhia e reflete a amplia\u00e7\u00e3o da presen\u00e7a em Minas Gerais. O movimento inclui o desenvolvimento de novos jogos, a reestrutura\u00e7\u00e3o e o fortalecimento de canais. Tamb\u00e9m est\u00e3o sendo adotadas novas tecnologias voltadas \u00e0 melhoria cont\u00ednua da opera\u00e7\u00e3o e da experi\u00eancia dos clientes.<\/p>\n\n\n\n

Nova etapa de crescimento<\/strong><\/h2>\n\n\n\n

Com a expans\u00e3o e entrada em novos mercados, prevista ainda para 2026, o novo nome e marca buscam refor\u00e7ar atributos ligados \u00e0 divers\u00e3o, entretenimento, proximidade e confian\u00e7a. Esses s\u00e3o os pilares que orientam a atua\u00e7\u00e3o da companhia no segmento de loterias oficiais.<\/p>\n\n\n\n

Inspirada em s\u00edmbolos associados \u00e0 sorte, a nova identidade visual aposta em elementos mais din\u00e2micos e contempor\u00e2neos. Uma paleta de cores vibrante amplia o reconhecimento e a conex\u00e3o com o segmento e consumidores.<\/p>\n\n\n

\n
\"\"
Roberto Souto, CEO do D\u00e1 Sorte Loteria<\/figcaption><\/figure>\n<\/div>\n\n\n

\u201cO rebranding acompanha uma evolu\u00e7\u00e3o natural da empresa. Estamos ampliando nossa atua\u00e7\u00e3o, fortalecendo nossa presen\u00e7a junto aos parceiros e preparando a opera\u00e7\u00e3o para uma nova etapa de crescimento, com novos produtos, mercados e experi\u00eancias cada vez mais acess\u00edveis e conectadas ao p\u00fablico. Temos muitas novidades por vir\u201d, afirma Roberto Souto, CEO do D\u00e1 Sorte Loteria.<\/p>\n\n\n\n

<\/p>\n\n\n\n

<\/p>\n\n\n\n

Mais de R$ 3,8 milh\u00f5es em premia\u00e7\u00f5es<\/strong><\/strong><\/h2>\n\n\n\n

A nova fase da marca chega acompanhada de resultados expressivos. No 1T26, os jogos da D\u00e1 Sorte Loteria distribu\u00edram R$ 3.870.158,12 em pr\u00eamios nas 12 regi\u00f5es de Minas Gerais.<\/p>\n\n\n\n

A Raspadinha\u00ae, modalidade instant\u00e2nea com quatro op\u00e7\u00f5es de jogos e premia\u00e7\u00f5es que chegam a R$ 250 mil, foi respons\u00e1vel pela distribui\u00e7\u00e3o de R$ 1.764.153,00 no per\u00edodo. J\u00e1 o Trem das 11, com sorteios semanais e pr\u00eamio m\u00e1ximo de R$ 100 mil sem ac\u00famulo, al\u00e9m da modalidade regional Ganha Minas, distribuiu R$ 2.106.005,12 entre janeiro e mar\u00e7o deste ano.<\/p>\n\n\n\n

Os resultados acompanham tamb\u00e9m a expans\u00e3o da rede comercial da empresa. No primeiro trimestre de 2026, os jogos alcan\u00e7aram mais de 4.300 pontos de venda em Minas Gerais. \u00c9 um crescimento de quase 15% em compara\u00e7\u00e3o ao \u00faltimo trimestre de 2025. Atualmente, a opera\u00e7\u00e3o j\u00e1 est\u00e1 presente em 335 cidades mineiras.<\/p>\n\n\n\n

Segundo a companhia, a amplia\u00e7\u00e3o da capilaridade refor\u00e7a a estrat\u00e9gia de democratizar o acesso aos jogos oficiais da Loteria Mineira e fortalecer a presen\u00e7a da marca em diferentes regi\u00f5es do estado.<\/p>\n\n\n\n

\u201cA expans\u00e3o da nossa rede de parceiros em Minas faz parte de uma estrat\u00e9gia consistente de proximidade com o p\u00fablico e fortalecimento da presen\u00e7a da marca. Estamos evoluindo n\u00e3o apenas em alcance, mas na forma como comunicamos nossos produtos. Isso torna a experi\u00eancia mais transparente, acess\u00edvel e relevante para os mineiros\u201d, destaca Roberto Souto.<\/p>\n\n\n\n

World Lottery Association<\/strong><\/h2>\n\n\n\n

Como parte da estrat\u00e9gia de crescimento sustent\u00e1vel, a D\u00e1 Sorte Loteria tamb\u00e9m vem fortalecendo pol\u00edticas voltadas ao Jogo Respons\u00e1vel. O compromisso garantiu \u00e0 empresa a conquista do N\u00edvel III de Certifica\u00e7\u00e3o em Jogo Respons\u00e1vel da World Lottery Association (WLA), uma das principais entidades globais do setor lot\u00e9rico.<\/p>\n\n\n\n

Com o reconhecimento, a D\u00e1 Sorte Loteria se tornou a primeira e \u00fanica operadora privada do Brasil a alcan\u00e7ar essa certifica\u00e7\u00e3o. Atualmente, apenas a empresa e a Caixa Econ\u00f4mica Federal possuem a certifica\u00e7\u00e3o no pa\u00eds.<\/p>\n\n\n\n

O selo internacional reconhece pr\u00e1ticas seguras, \u00e9ticas e respons\u00e1veis na oferta de jogos, al\u00e9m de iniciativas de conscientiza\u00e7\u00e3o e prote\u00e7\u00e3o aos consumidores.<\/p>\n\n\n\n

A D\u00e1 Sorte Loteria \u00e9 fruto de um cons\u00f3rcio entre dois dos principais provedores globais de loteria, a Brightstar Lottery (antiga IGT) e a Scientific Games, com mais de 35 anos de experi\u00eancia e estrutura para operar sistemas lot\u00e9ricos em mais de 100 pa\u00edses. A empresa mineira conta tamb\u00e9m com a expertise da empresa nacional SAGA BGI. <\/p>\n\n\n\n

Programas sociais em Minas Gerais<\/strong><\/h2>\n\n\n\n

Al\u00e9m do crescimento operacional, os recursos gerados pela Loteria Mineira contribuem para o financiamento de programas sociais do governo estadual. Ela apoia iniciativas voltadas \u00e0 gera\u00e7\u00e3o de renda, seguran\u00e7a alimentar, sa\u00fade, habita\u00e7\u00e3o, qualifica\u00e7\u00e3o profissional, esporte e direitos humanos.<\/p>\n","protected":false},"excerpt":{"rendered":"Rebranding do cons\u00f3rcio controlado pela Brightstar Lottery (antiga IGT) e Scientific Games, em parceria com empresa nacional SAGA BGI, refor\u00e7a estrat\u00e9gia de crescimento e amplia\u00e7\u00e3o de portf\u00f3lio e novas pra\u00e7as. ","protected":false},"author":3731,"featured_media":396971,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"pmpro_default_level":"","footnotes":""},"categories":[11467,56,53,11399,41],"tags":[12647,12645,12644,11895,11852,11859,12211,12654,12657,12649,768,12651,6649,835],"company_relation":[],"content_series":[],"content_type":[102],"region":[215,210],"theme":[],"class_list":["post-396968","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-apostas-de-loteria","category-jogo-responsavel","category-jogo-sustentavel","category-loteria","category-loteria-fisica","tag-brightstar-lottery","tag-consorcio-mineira-da-sorte-loteria","tag-da-sorte-loteria","tag-jogo-responsavel","tag-loteria","tag-loteria-mineira","tag-minas-gerais","tag-raspadinha","tag-roberto-souto","tag-saga-bgi","tag-scientific-games","tag-trem-das-11","tag-wla","tag-world-lottery-association","content_type-noticias","region-brasil","region-latam","pmpro-has-access"],"acf":[],"yoast_head":"\n\u201cD\u00e1 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