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Why were there lotteries in Phase 1 as opposed to “first come, first served”?

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Why were there lotteries in Phase 1 as opposed to “first come, first served”?

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Lotteries have proven to be the most objective and fair process in providing equal opportunity for everyone interested in buying tickets. A lottery-style process has been used for six other Olympic Games, including the Summer Games in Beijing 2008, as well as Atlanta 1996, Sydney 2000, Salt Lake City 2002, Athens 2004 and Torino 2006.The lottery period concluded November 28, 2008.

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