Lottomatica is the Italian leader of the Lotto games, as well as a network of gambling rooms across Italy. I was asked to develop a concept that could change the negative perception of gambling rooms. We knew that people aged 35-45 were a potential new target and I decided to base my new concept on the world of the “Eighties Arcade”, exploiting the feeling of nostalgia that people in that age group would feel towards those times. We called it Lotto Superchamp and we turned areas of the gambling rooms into 80’s Arcades, with Pac-Mans, foosball tables and promoters with roller skates and 80’s disco music. We held a series of events that proved highly effective by changing brand perception and increasing traffic by 30%.