EWINGS, the parent company of UAE’s maiden and popular weekly draw Mahzooz, is gearing up for a major revamp of its offerings which may see launch of more brands, enlarged prize kitty and surprise draws like special occasion bumper draws as it embarks on an aggressive strategy to expand the market in the Middle East and beyond.
It is also opening up its purses this Ramadan season to reward its customers with offerings of gold coin gifts throughout the holy month.
“The mother company – EWINGS – that manages the operations of Mahzooz is a B2B company that could operate more than one brand in more than one market. We will keep revamping our offering to exceed the expectations of our customers and keep the surprise element active,” Farid Samji, chief executive officer of EWINGS, told Arabian Business.
“In the future, nothing prevents us from considering additional products at the right time, depending on the market dynamics,” Samji said.
A popular weekly draw has announced jacking up its top prize to AED20,000,000 this month, besides introducing a new weekly Raffle Draw which will grant AED1,000,000 every week to a guaranteed millionaire-to-be.
We have recently announced our new prize structure and all options are possible when it comes to new one-of prizes, if we believe they will be appreciated by our customers, Samji said.
Mahzooz: A winning formula
“The future looks very promising, and we are confident we will continue to grow in double digits over the next 3 to 5 years thanks to our winning formula: an affordable entry price, a generous pay-out ratio with excellent winning odds and an array of attractive prizes,” said the chief honcho of EWINGS, which pioneered the weekly draw industry in the UAE in early 2021, at the onset of the pandemic, with Mahzooz.
Samji, however, said the company’s flagship brand, Mahzooz, is still growing and has not yet reached its potential market maturity.
Mahzooz, originally launched as Emirates Loto, currently runs a weekly live draw every Saturday evening that combines the Grand Draw for a chance of winning the top, second and third prizes and the Raffle Draw for a chance of winning the guaranteed prize of AED1,000,000 every week.
Customers who buy the AED 35-priced weekly draw water bottle are eligible to enter the weekly Grand Draw and Raffle Draw.
It has crowned 32 multi-millionaires and given away over AED381,000,000 to around 232,000 winners since its launch.
“We are increasingly seeing participants joining Mahzooz not only from the region but from the remotest countries on the planet,” Samji revealed.
Samji, however, pointed out that the UAE weekly draw market is still nascent.
“This is [still] a young, budding industry in the region. Expats who come from the western world, India and the Philippines, being familiar with the draw dynamics, were the first adopters of Mahzooz,” Samji said.
He said with time, other nationalities saw in Mahzooz a great opportunity to change their status-quo for the better, and they started increasingly joining the experience.
“Now, over 237 nationalities regularly participate in Mahzooz and over187 of them have already won at least one time,” Samji said.
He said the company’s weekly draws currently see participation of thousands of customers from the Middle East, including the GCC, an indication that the region is open for such opportunities.
No GCC entry plans
Samji, however, said the company has no plans to set up operations in other GCC countries.
“Mahzooz is a digitally driven platform. While our offices are headquartered in the UAE, Mahzooz could be accessed from anywhere around the globe,” he said.
Samji also said the huge and growing popularity of the Mahzooz brand has led to the springing up of smaller competitive brands in the UAE.
“However, Mahzooz continues to lead the weekly draw segment with over 75 percent of the current market share,” Samji said.
To win the weekly draw top prize of AED20,000,000, participants need to match 5 out of 5 numbers, while 4 out of match is required for the second prize of AED200,000 and 3 out of 5 for the third prize of AED250.
“What our weekly draws serve is a proof that the Mahzooz promise is not only real, but mostly as a valid example of how one’s life, business and status could drastically turn 360 degrees in one night, with a good strike of luck,” Samji said.
Most of our customers come from the hardworking, modest social class and consider Mahzooz as their ticket out of their current situation, he said.
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