As National Lottery plc enters its fourth year of operations, the company is celebrating with the launch of a refreshed Super5 – Malta’s iconic jackpot lottery game – on July 4th. This launch marks a bold new chapter, built around accessibility, excitement, and innovation.

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We spoke with Franco De Gabriele, Chief Commercial Officer of IZI Group, to explore how National Lottery plc, a subsidiary of IZI Group, is staying true to its mission of bringing the lottery closer to the people—and how the new Super5 is central to that vision.

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Walking into IZI Group’s headquarters at Quad Central, there’s a clear sense that the company is stepping into a new era. Three years after taking over Malta’s national lottery operations, IZI Group is once again raising the bar—this time by reimagining one of its flagship games: Super5.

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What does “bringing the lottery closer to the people” really mean?

“This idea is fundamental to our strategy and embedded across every level of our organisation,” Franco explains. “It means making the lottery more relevant, accessible, and engaging in people’s everyday lives. It should feel like part of our culture—something people enjoy, trust, and look forward to.”

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Since assuming control of the national lottery in July 2022, National Lottery plc has focused on three key objectives:

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1. Growing the lottery to unprecedented levels
2. Increasing player winnings
3. Enhancing government revenue to support social and cultural initiatives

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“This philosophy has driven us from day one,” Franco says. “And the results speak for themselves.”

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What has enabled you to achieve these core goals?

“Our people are the driving force,” Franco emphasises. “We’ve built a culture of shared purpose. Everyone in the company understands how their work contributes to our larger goals.”

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IZI Group’s clear communication structure and flat organisational model have helped align teams around its mission. The impact is evident: in just three years, annual sales and player winnings have more than doubled, while government contributions have risen by 64%.

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What’s changing with Super5?

“Super5 is a legacy game, but its appeal had started to decline,” says Franco. “We saw this as an opportunity—not just to refresh the game, but to reinvigorate its place in people’s lives.”

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Following an in-depth market study, the team uncovered that players still feel a strong emotional connection to Super5—but they wanted bigger jackpots and faster progressions.

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“We responded by increasing the starting jackpot to €500,000 and boosting weekly increments to €50,000. These changes mean we’ll reach the €1 million mark more frequently and quickly—making the game more exciting without altering its core structure.”

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How do you balance tradition with innovation

“It’s a delicate balance,” Franco admits. “We deeply respect the legacy and trust that national lottery games hold within our communities. But we also know that staying relevant means evolving.”

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For Super5, the approach was to retain the heart of the game while enhancing its mechanics. The new format appeals to both loyal players and younger audiences, who value digital access and bigger rewards.

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“We’re focused on delivering innovation that’s fair, simple, and locally meaningful.”

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What role did player feedback play in redesigning Super5?

“Player engagement has been crucial,” says Franco. “We listened to our community—active players, non-players, agents—because we didn’t want to just change the game. We wanted to co-create an experience.”

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Through surveys and direct feedback, the team gained valuable insights into what excites and motivates players. These findings helped shape every element of the new Super5—from prize structures to digital enhancements.

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“This isn’t just a game relaunch. It’s about creating moments and memories, grounded in people’s aspirations.”

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What can players expect from the new Super5?

“Players will find a game that’s bigger, better, and more rewarding,” Franco says. “The enhanced prize structure—starting jackpots of €500,000 and faster climbs to €1 million—will deliver a much more compelling experience.”

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A nationwide marketing campaign is also rolling out to spotlight the new Super5 across retail, digital platforms, TV, and social media—creating a wave of excitement across the island.

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“Super5 will be part of everyday conversations—about dreams, about winning, and about what’s possible.”

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Final thoughts?

“The new Super5 represents more than a game upgrade,” Franco concludes. “It’s a leap forward in our mission to make the lottery a meaningful, trusted part of people’s lives. It’s about engagement, entertainment, and creating space for people to dream big.”

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