Hap N ea ry - European Lotteries

Transcription

News 44
M ag a zi n e o f t h e E u r o p e a n Lot t e r i e s , 2 0 1 3 , d ec e m b e r
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agenda 2014
FEBRUARY
• Joint EL/WLA Marketing
Seminar
Dates: 05 – 07 February
Location: London, United Kingdom
MARCH
• Public Order Seminar
Dates: 04 – 06 March
Location: Paris, France
Host: La Française des Jeux
APRIL
•EGMs/VLTs Roundtable
Date: 29 April
Location: Helsinki, Finland
Host: RAY Raha-automaattiyhdistys
MAY
• Players’ cards Workshop
Dates: 14 May
Location: Berlin, Germany
JUNE
• Industry Days
Dates: 02 – 04 June
Location: Lisbon, Portugal
Host: Santa Casa da Misericórdia
de Lisboa
JUNE
•EL General Assembly
Date: 04 June (afternoon)
Location: Lisbon, Portugal
• Joint CIBELAE/WLA/EL
Sports Betting Seminar
Dates: 22 – 25 June
Location: Fortaleza, Brazil
Host: Caixa Econômica Federal
AUGUST
•ELU
Dates: 31 August – 5 September
Location: TBC
Host: TBC
SEPTEMBER
• PR/Communication Workshop Dates: TBC
Location: Amsterdam, Netherlands
Host: Nederlandse Staatsloterij
• Joint EL/WLA Internet
& New Media Seminar
Dates: 22 – 24 September
Location: Reykjavik, Iceland
Hosts: Happdrætti Háskóla Íslands
& Íslensk Getspá
OCTOBER
• Responsible Gaming Seminar
Dates: 30 September – 2 October
Location: Italy (TBC)
Host: Sisal SpA
• Joint EL/WLA Security
& Risk Management Seminar
Dates: TBC
Location: Poland
Host: Totalizator Sportowy Sp. z.o.o.
NOVEMBER
• Joint EL/WLA Legal Seminar
Dates: 06 – 07 November
Location: Rome, Italy
•ELISE Seminar
Dates: TBC
Location: Warsaw, Poland
Host: Totalizator Sportowy Sp. z.o.o.
The following events still await
confirmation:
- Sport Immersion
- Retailing Workshop
- Social Media Workshop
Registration for all our seminars can be made online at http://www.european-lotteries.org
All events are available on our website (under events). Announcements are made a few months in advance.
THE EUROPEAN LOTTERIES
PRESIDENT
Dipl. Ing. Friedrich STICKLER
Member of the Board
AUSTRIAN LOTTERIES, Austria
1 VICE-PRESIDENT
Mr. Christophe BLANCHARD-DIGNAC
Chairman and CEO
LA FRANÇAISE DES JEUX, France
ST
2ND VICE-PRESIDENT
Dipl.-Kfm. Hansjörg HÖLTKEMEIER
Member of the Managing Board
DEUTSCHE KLASSENLOTTERIE BERLIN, Germany
MEMBERS OF THE BOARD
Mr. Torbjørn ALMLID, Ph.D.
President and CEO
NORSK TIPPING AS, Norway
Mr. Wojciech SZPIL
Chief Executive Officer
TOTALIZATOR SPORTOWY Sp. z.o.o.,
Poland
Mr. Franci KRIŽAN
Lead Management Decision Maker
LOTERIJA SLOVENIJE D.D., Slovenia
Ms. Dianne THOMPSON, CBE
Chief Executive
CAMELOT UK LOTTERIES LTD.,
United Kingdom
Mr. Fernando PAES AFONSO
Vice-President
SANTA CASA DA MISERICÓRDIA DE
LISBOA, Portugal
GENERAL SECRETARIAT
Ms. Bernadette LOBJOIS
Secretary General
Av. de Béthusy 36
CH – 1005 LAUSANNE
Tel. +41 21 311 30 25
Fax +41 21 312 30 11
http://www.european-lotteries.org
Email [email protected]
Mr Arjan VAN’T VEER
Member of the Board
NEDERLANDSE STAATSLOTERIJ,
The Netherlands
Mr Emilio PETRONE
Chief Executive Officer
SISAL S.p.A., Italy
agenda
the european lotteries news december 2013
foreword
Dear EL members,
Dear friends,
The year 2013 now comes to an end. Our
Association and its Members have yet
again been particularly active. From innovative seminars to a strong action and dialogue in the EU sphere, we have all been
working for the common goal of having
our sector continue to play its sustainable
role for the benefit of society. I would like
to highlight from a very intense and successful year our Congress and General
Assembly in June in Tel Aviv at which our
Members elected a new Executive Committee and gathered to exchange our experiences and share our views.
As the end of year season and its festivities approach, our EL Magazine once
again takes the opportunity to share examples from our Members’ special activities during the holiday season. May I
take the opportunity to thank all of you
for having answered our questionnaire!
This year, we have again as in the past
been successful, under challenging circumstances, to convince Members of
the European Parliament of the many
points that are crucial to us and to a sustainable gambling approach in the European Union. The very positive outcome
for our Association in the most recent
European Parliament Resolution on Online Gambling in the Internal Market is a
sign of how important it is that we continue to work together with policy makers to proactively present our positions
to those that have yet to understand the
complexity of our sector. While this Res-
olution is not binding, it is a clear signal
to the European Commission.
The year ahead continues to challenge
all of us with further opportunities to
demonstrate to our players, to the European consumers and to the EU policymakers our vision and mission.
2014 will see the end of the mandate of
the two main European institutions, the
European Parliament and the European
Commission. The European elections
of May 2014 will set the stage for a new
College of Commissioners and for new
priorities for the European Union. The
changes ahead press the current Commission to finalise its programmed actions. We thus expect the two Recommendations on consumer protection
and on responsible advertising to be
published next year. A further Recommendation by the European Commission on sports integrity is planned for
the end of next year. Its publication will
follow the final text of the Council of Europe on a Convention on match-fixing
expected for 2014.
The proposal of revision of the Antimoney Laundering Directive is another
very important file that we follow actively as this entails the broadening of
the scope of this Directive to all forms of
gambling. The debates on this file have
been taking place throughout the year
foreword
and they will continue within 2014.
Making sure that our association and its
vision and positions are well represented
is fundamental and we will continue to
do so. This year, we held the first – and
highly successful - EL Sustainable Gambling conference under the theme of
Sport Integrity and under the patronage
of Members of the European Parliament.
At the same time, we will also continue
to propose opportunities to all our Members to exchange on the future challenges we face through new seminars and
by coming together in December at the
Directors' Conference. This conference
that will be held in Brussels on 13 December will be, as always, a good and timely
occasion for us to discuss, exchange and
build together a common strategy on the
issues we are all facing presently and in
the near future.
I would like to thank all EL Members
and in particular the members of the Executive Committee, the members of our
working groups, the Legal advisor, the
General Secretariat in Lausanne and the
EU Representation in Brussels for the
contributions they have made to our Association this year.
I look forward to a successful and challenging New Year for all of us and the future of our Association!
Friedrich STICKLER
EL President
1 the european lotteries news december 2013
Editorial
AN ASSOCIATION AT
THE SERVICE OF ITS
MEMBERS
The last few months have gone by incredibly fast and the end-of-the-year
holidays are already upon us. 2013
was luckily an exceptional year due
as much to the quantity of events that
were organised as to their quality. Our
Members have also been getting more
involved in the life of the Association, a
noticeable fact in the participation rate
in proposed seminars and workshops.
Besides the Congress in Israel that attracted participants from around the
world, our fall seminars have been
successfully attended as well by our
Members, especially the Responsible
Gaming seminar organised conjointly
with WLA in Morocco.
2014: a mix of tradition
and innovation
The year will start with the now traditional Marketing Seminar in London
in February. In March, the Public Order Seminar in Paris will give Lotteries an opportunity to present practical
aspects of the revision of the 4th Directive on anti-money laundering, which
in fact will have a great influence on
the Lotteries’ decisions and reactions
in the upcoming months.
The Industry Days along with our
General Assembly will take place this
year in Lisbon, a forum during which
Lotteries and Partners will be able to
exchange their points of view on the
latest industry novelties. The Sport
Betting Seminar, exceptionally or-
ganised for the first time by CIBELAE,
WLA and EL conjointly, will happen
in Brazil during the qualifying playoffs of the FIFA World Cup: there is no
doubt that a large number of sports experts will be looking forward to working in such a stimulating and festive
environment. All upcoming events are
listed as always at the beginning of the
magazine and on our website. We still
have a few available dates for anyone
who wishes to organise an event in
his/her country and we would be delighted to receive your proposals.
Collaboration remains essential
The new EL website has been online
since January. I hope that everyone
had an opportunity to look at it and
take advantage of all the information
and novelties it presents. This tool
serves as a work platform for all Lotteries in Europe, thus it is essential for
you to send us your updates regularly.
The data, that allow our Association
to demonstrate the benefits that our
Members provide to the European society, are of great importance. To that
effect, the ELISE questionnaire will be
sent to you again in January 2014. The
ELISE working group will meet by the
end of the year to simplify the system
that was set up 7 years ago and render
it more user friendly in the future.
EDITORIAL
Responsible Gaming Certification
At his last meeting, EL Executive Committee expressed the wish to see the totality of its EU Membership certified according to the EL Responsible Gaming
Standards. Among the 54 EU Members
of EL, only 31 have obtained their certification. Increasing this number is therefore one of our main objectives for 2014.
The CSR/Responsible Gaming working
group and the General Secretariat are at
your disposal to answer your questions
and help you with the process.
In this holiday season, I would like to
thank all the people who have participated in person or from afar in the success of our events and activities, and in
particular the members of our working groups who have worked tirelessly
to develop tools to the benefice of our
Members.
On behalf of the Executive Committee,
I wish all of you and your loved ones a
wonderful holiday season.
With me, the teams of the Secretariat
General and the EU Representation
are looking forward to collaborating
with you again in 2014.
Bernadette Lobjois
Secretary General
SPREADING THE HOLIDAY MAGIC…
T ime to C elebrate with the L ottery !
Being providers of entertainment products, it is normal for Lotteries to unveil by year-end special holidaythemed games fitting the festive spirit of the season. Whether players like to participate in these fun games
for themselves or buy them as gifts, it is usual to see an increased players’ participation at the end of the year.
Some want to try their luck in this magical period and others like what these new games have to offer: enticing prizes, great overall odds of winning and eye-catching graphics.
THE LOTTERY’S SIGHTS AND SOUNDS OF THE
SEASON
It starts of course with lottery tickets. Most Lotteries
use the traditional scratch-off ticket to present spectacular graphics and Lotto games with special jackpots, all themed after winter or the holidays. Internet
offers are also dressed up for the holidays.
In the UK, the National Lottery Camelot tries to update its Christmas games each year to keep them interesting. This year for example, the Lottery conducted a Facebook survey to find the most liked snowman
for its existing “Snow Me The Money” doubler game
and based on the
responses, it introduced some modifications:
with
new characters,
the ticket shows
a new look and feel but retains the familiar play of a
game that has launched twice before. Another small
change was to highlight the doubler feature in the title
to increase the appeal. The same re-work approach
has been applied to another existing holiday-themed
game: “Merry Millionaire” that now shows a new title
and an updated look and feel. Camelot also decided
to launch a totally new game, “Christmas Present”
that features a colour scheme change (red and green),
a new Santa character and a “To/From” section that
can be used as a gift tag. In addition, the Lottery has
launched five online instant games all based on the
holiday season: Christmas Cracker, Snow Me The
Money (a quick play), Festive Fortune (mid play),
Christmas Presents (extended play) and Christmas
Millionaire – a £5 priced game. Sales are good and will
increase, as it is usually the case closer to Christmas.
donde lo importante es que los premios alcancen al mayor número de personas
posible. Para ello, en la estructura de premios se ha dado prioridad al incremento
del número de cupones premiados y a los premios pequeños.
Por favor, mándenos ejemplos de billetes, fotos de los programas de
juegos televisivos o cualquier imagen que pueda servir en la revista.
In Spain, ONCE, besides presenting its traditional
“Rasca de Navidad” (Christmas
Scratch-off) with prizes up to
€400,000, is launching a new
game, the Extraordinary New
Year Draw to celebrate the organisation’s 75-year anniversary that
coincides with the 25 years of the
ONCE Foundation. Along with
the season’s festive designs and
colours of the tickets, this game
will offer an increased amount of
prized coupons and more small
prizes, showing the organisation’s sensibility of a period when giving is a major
decision especially in times of economic hardship.
In Russia, Stoloto came up with a novel and appealing
presentation for its market: a two-part ticket. One part
is a scratch-off area with instant prizes up to 250,000
rubles (about €5,600) and a numbered area for a second chance win with a larger jackpot of 25 million
rubles (about €565,000).
The drawing for that
game will take place on
January 13, which is the
Russian Old New Year in
accordance with the Gregorian calendar, during
a popular and long-running TV game show that
features the Russian Lotto (a Bingo) and performances by famous folk
singer, Nadejda Babkin.
The University
Lottery of Iceland has taken
another route
to new design.
To entice people to offer
tickets as gifts,
the Lottery has
introduced 8
grand prizes with lower amounts instead of the traditional two high jackpots in past holiday games. Tickets bear an area designed as a large gift tag.
The Cyprus Government
Lottery decided to replace in October its traditional passive Christmas draw with a special
game edition supported
by a scratch-off ticket.
In just a few weeks, the
first 400,000 tickets sold
out and the Lottery had
to reorder more tickets
to be able to offer its Christmas game throughout the
holiday season.
The festive season is all about happiness. The Lotteries, with their colourful tickets showing fun and
lovable characters such as Santa and his Reindeers,
bring their own touch of happiness to players. And
this is important because during the holiday season, people want to be happy and spread happiness
around them: in Sweden, Svenska Spel was asked
by players to improve the
“Christmas” look and feel
of their tickets and as a result, the “Triss” game was
revamped from a simple and stern design to a
more elaborate and festiveSuper-Sau:
concept. Wintermotive
Sazka in the Czech Republic inaugurated the launch
of a new Christmas instant game: the glittery, foil-
WestLotto in Germany has
updated its Christmas ticket
series with five new themes;
its “Super-Sau” game has
three different winter themes
and its “Las Vegas” ticket
shows a special Christmas
edition.
covered ticket presents a typical scene of an old town
in winter and was offered at a higher price point (€4)
but boast appealing features: a higher payout of 65%
and a jackpot of €200,000.
Santa Casa da Misericórdia de Lisboa of Portugal has
designed its Christmas instant ticket as a gift with a
space to write down names of beneficiary and donor:
content is revealed only when scratched. To make this
game even more exciting, it is associated with three
distinct games, offering several chances to win; it offers the highest jackpot for an instant ticket at €50,000
and the payout is quite good at 66%. Also the odds of
winning are better than regular games at 1:3.80.
• POSM SAMPLES
a) 1/3 A4 leaflet
b) A4 poster
Creativity comes into play when
special themed tickets have to be
designed, but for Christmas, Lotteries remember that this is a time
of giving and thus find special
ways to attract players with amazing prizes. Ural Loto LLC holds a
fabulous weekly draw for its New
Year Lotto 6/40 – a highly anticipated event generating huge players’
participation: running in the different regions of the Ural Republic for 7 weeks in December and
January, the game offers a chance
to win a brand new car each week.
Austrian
Lotteries
has
worked at a new design for
each of its games in order
to differentiate them from
last year and renew players’
interest in the festive offerings. The Brieflos Christmas
tickets will present, in addition to the win pyramid and
€150,000 jackpots, an additional chance of winning 5 x
€25,000 at Christmas. Merry Christmas has a modern
look to attract younger players, two opportunities to
win and a €50,000 jackpot. Good Luck, which makes
an excellent small present around the holidays, has a
jackpot of €25,000.
The Eesti Loto in Estonia has launched a new instant
game Big Gift Lottery that is being marketed as a gift,
using gold foil to make it look like a true Christmas
present. Some major changes that the Lottery is initiating involve a larger ticket size and a price increase
(€5 instead of €3 previously) but at the same time, the
game will offer five games instead of three, a higher
payout: 62% versus the typical 53% and a shorter duration for the game: 11 months
(20 previously).
In Croatia, Hrvatska Lutrija offers Christmas games
with a twist: the campaign and TV commercials for
their festive scratch-off games are “Be your own Santa Claus,” highlighting the fact that those who give
have wishes
too for Christmas and enjoy receiving presents. This
slogan has given way to captivating banners and
wobblers representing the typical characters of the
season: Santa and Rudolph the Reindeer. Besides
the unexpected marketing approach, the Lottery has
made every Christmas ticket a winning one to exceed
players’ expectations. For its Internet instant game
Christmas Joy, the Lottery has decreased the number
of prizes but has inserted higher grand prizes to make
it more attractive to online players. Also new is the
Lottery’s intent to reward the players with a Christmas bonus – a free game among over 30 e-Instant
games that will be made available during a two-week
period.
Szerencsejáték Zrt. in Hungary
has again released an instant
game called Merry Christmas.
The purpose of this game really
emphasises the spirit of giving
by donating one percent of its
revenues to a Foundation offering therapy to seriously ill
children. Players, while experiencing the mystic of Christmas
through the game, can also
share the joy of helping and
contributing to the recovery of sick children. The Lottery has also decided to rethink its old Christmas ticket:
the new one, in larger format, offers a design based on
the Advent calendar with 25 scratch areas. The price
of the ticket has increased as well as the jackpot that
stands now at 50 million HUF (about €15 million) and
the odds of winning have improved at 1:3.3.
Norsk Tipping in Norway knows the holiday season
is a good selling time and updates its communication
and ticket design in line with Christmas. This time of
the year, all games see an increase in participation but
Lotto plays
with 5-week
coupons get
a
serious
boost. Most
TV draws in
December
focus on the
holiday season and on
st
December 21 , the last SuperLotto drawing is no different: the excitement is at its peak with a pool of about
NOK 40 million that could be won by one lucky person
or divided among 40 winners. Of course the Flax games
- instant tickets portfolio – are extremely successful
during the holiday season with sales increase of 46%.
Some specific holiday-themed games are offered as gift
tags and calendars, more specifically Advent Calendars.
•
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ADVENT : A TRADITIONAL CELEBRATION
Some Lotteries choose to follow a more traditional
holiday custom in countries celebrating Advent.
Norsk Tipping presents the Advent Calendar game as
a combined pull-tab and scratch ticket, with a higher
price tag. And the calendar will come in two different sizes – a small and
a larger one. In 2012,
sales increased by 70%
with these two choices. This year, the Lottery will use licensed
artwork on one of the
calendar to increase its
value. Austrian Lotteries also has an instant
game designed as a traditional Advent Calendar with 24 scratch areas and a
jackpot of €75,000. With multiple prizes, the game also
presents a very enticing feature: every calendar wins!
•
In Germany, basically all Lotteries offer Advent calendars. Saarland Sporttoto makes use of such a tradition
with an Advent Calendar offered in November. This
year,
the calendar Special
presentation
was updated
with the
Christmas
draw
2013
- 30 cars a
additionfor
of new
“Snow Woman/ Snow Man.”
thethemes:
Saarland
more
In addition to its new
instant ticket “Xmas
Shopping” designed to
be offered as a Christmas present with great
prizes, and its totally
redesigned Super Lotto
renamed “Super Décembre” with 3 draws instead of 2, the National
Lottery of Belgium
has created around its
scratch card “Win for
Life 5000” a new sea-
€37,000. All the other winners will have to choose between a Ford Fiesta Ambiente and a Peugeot 107 Active 68, each worth about €12,000.
sonal and fun theme: the Penguins. Using the Advent
Calendar system, the game also offers a combined
scratch ticket area with a draw number game. This
year, the Advent calendar is a feature used by many
Lotteries such as Svenska Spel, the University Lottery
of Iceland, and Sazka.
SPECIAL LOTTERY HOLIDAY EVENTS
Beyond jackpots and cash prizes, Lotteries also attract players by giving away amazing merchandise,
featuring great TV entertainment and organising
specific festive events to the benefit of good causes.
Azerlotereya in Azerbaijan proposes three New Year
games available on different dates: the attraction with
these games comes from a larger amount of prizes
and the novelty is to guarantee a prize in the form of
a brand new car. Saarland Sporttoto in Germany goes
even further with this idea: at the special Christmas
draw, over 30 cars are awarded as prizes. All winners
are guaranteed at least a small car and may participate
in the next special draw that takes place mid-January.
The January draw picks five jackpot winners who will
receive a Mercedes-Benz CLA 200 Coupe worth over
In Norway, the movie “Christmas in Pinchcliffe” has
been released in November: this remake of the 1975
original film “Pinchcliffe Grand Prix” – one of the biggest box office hit of all time in Norway – was expected to draw crowds at movie theatres. Norsk Tipping,
with its brand of instant games Flax, is a cooperating
and commercial partner in the launch of the movie
and as such, has the license to use the film artwork as
well as the logo and the main characters. Two games,
each presenting the film characters, have been developed for Christmas: an instant ticket and an Advent
Calendar. This is a first for Norsk Tipping to crosspromote and use licensed artwork, which should
bring much attention to its game offers.
The Bulgarian Sports Totalizator uses seasonal themes
for its new instant game and its draw number games for
which two special draw events are organised around
Christmas and New Year. In addition, the Lottery is involved in the organisation of a charity event for disadvantaged children and a special award ceremony to
celebrate the best sportsman of the year, both among
coaches and players. Special TV programs are also presented along with holiday draws: the Lottery of Estonia
arranges for a 2nd chance draw event on January 1st for
its Viking Lotto. This TV game show offers an entertaining evening that features performances of a variety of
national celebrities. This is one of the 10 most viewed TV
programs in the country at the beginning of each year.
TV also plays an important role for the Lottery of
Croatia: the first Christmas Draw of its Eurojackpot,
introduced in Croatia in February 2013, will be held
during a TV show highlighting the holidays. TV commercials are used to boost the holiday spirit and promote the Christmas game show with an adaptation of
the “Jingle Bells” song.
In France, while offering brightly coloured instant
tickets and large Lotto jackpots is a way of cheering
the holidays with its customers, La Française des
Jeux really celebrates through its Foundation’s involvement. Supporting the French Red Cross’ activities, the Foundation FDJ® focuses its efforts on
sharing the joy of Christmas with disadvantaged
groups by creating for them a caring holiday ambiance and outstanding festive events.
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Made possible thanks to the generosity of Foundation FDJ® with an annual contribution of
€€300,000, “Tous en Fête!” is a solidarity operation
that is in line with the solid partnership between
the French Red Cross and Foundation FDJ®. In addition, La Française des Jeux brings out the value
of this action through a promotional campaign for
“Tous en Fête!” that appears on the packaging of its
5.8 million gift packets and in points of sale on its
21,500 cash register customer displays. That way,
the Lottery gives its players and the general public an opportunity to donate in support of a good
cause.
A LOOK AT 2013:
Success at Loterie Romande
with scratch-off games
Simply put, 2013 has been a good year for Loterie
Romande, thanks to revenue historical records.
Instant scratch-off games have been the main
driver behind such a record, with an increase in
gross gaming revenues (GGR) of more than 8%
compared with 2012.
Particular attention has been brought to the prizes,
especially to those considered “memorable” (4 X the
ticket cost). Those prizes represent about 5 to 11% the
betting amounts for 2013. Payouts have not changed
in three years and they vary between 52.8% and 69%,
with an average of 61%.
Even though the number is by no means exceptional,
it needs to be placed in context. First, this increase
is expressed in terms of GGR and not turnover, with
GGR being a reference for gross margin. Secondly,
Loterie Romande operates in a market that is more
than mature. With sales of €90 per capita, it comes in
2nd place in Europe and is 12th at international level.
Our current portfolio includes scratch-off tickets that
are offered in 14 different prices ranging from Fr.2 to
Fr.100, scaled between Fr.5, Fr.10, Fr.12, Fr.20, Fr.25
and Fr.30 for example. The average ticket cost is Fr.
5.98 compared with Fr. 4.86 in 2003 and has been
increasing regularly even since. In Suisse Romande,
players particularly like expensive tickets with
extended plays. As a matter of fact, three main play
concepts reappear in almost every games: “Match
3”, “Find Key Number” and the most standard game
“Search & Add” that counted for 50.7% of sales in 2012.
The key to such a success can be found in the choice
of marketing solutions. As a first step, we have
conducted a detailed analysis of the instant games
market as proposed by the many Lotteries around
the world. This has allowed us to make a fundamental
decision: avoid the easy way out with a systematic
increase of payouts, which is detrimental to the gross
margin. Our choice has been, albeit going a little
against the stream, to adopt a strategy for continuous
development of offers.
From that decision on, we have been tremendously
active with both standard games and new ones. Our
players have a constant choice of 32 different games
on average. 15 games are standard (the everlasting
games). Almost every month, we change their design;
in 2013, we have changed the concept for eight of
them and two are offered as a Bonus series (+10%
added to payout).
In 2013, we have also updated eight games, among
those that reappear periodically once a year (See
Brand Océano + Bankize). Finally each year, we
launch 18 new games for a running period of 6 to 12
months.
A LOOK AT 2013
We maintain a controlled marketing policy, with
no more than 1 or 2 activities a year organised in a
responsible and moderate way: this ensures that our
players will not get used to this type of activity and
that maximum market impact will be achieved by
each of our actions.
If we succeed in our business, it is obviously the
consequence of a major planning process and a
significant modification of the infrastructure in
human resources, logistics and tickets visibility at
points of sales. This unconventional policy choice
comes at a cost: it requires major efforts at all levels
and most of all great flexibility from people in charge
of instant ticket design and creation. We are facing a
main challenge - that is to maintain a constant level
of creativity for as long as possible. As we all know, if
creativity is a unique solution to a problem, it must
have a commercial finality as well.
Games of Chance
EL NEWS ASKED....
through Time
INTRALOT ANSWERED
Games of chance have an extraordinary long history.
They were invented in antiquity, passed on to the Romans, then on to the Byzantines, and finally reached
modern times, not entirely intact but still recognizable.
Remarkably, certain Greek games have remained basically the same for centuries. A common thread connecting these civilizations is the role games played in
the public and private lives of the communities. Despite
evolution over the years, gaming has been and remains
inherent to human culture, an intrinsic disposition of
human nature.
Games of chance have offered to mankind the joy of
PHOTO
participation along with the excitement of anticipation
and hope for a better future; it is important for those
engaged in the gaming industry, and for the public at
large, to understand the role of games of chance and of
game playing in society throughout time.
To this end, INTRALOT has initiated an extended and
thorough collaborative research with the History and
Archaeology department of the Foundation of the Hellenic World, which has resulted in the publication of
the historic album entitled “Tyche: Lotteries and Games
of Chance through Time”. The historic album is a valuable contribution to the rather limited literature on the
subject, and adopts an approach that is both original
and fresh, as it presents historical information and
material with the use of modern technology tools, including 3D recreations and virtual reality depictions.
As a result, the volume has been welcomed not only by
scholars and experts but also by the whole lottery sector and general public.
other Italian cities. In 1863, soon after Italy was unified
as an independent nation-state, the first national lottery was instituted; it was later held on a regular weekly
basis to boost public revenues. The Lotto, i.e. the first
Italian lottery, is considered to be a forerunner of modern games of chance like Lotto, Keno and Bingo.
With this publication, INTRALOT’s goal is to bring to
the fore the wealth of ancient Greek heritage and the
uniqueness of games of chance, which since Antiquity
to modern day life are inextricably linked with the human experience. INTRALOT also seeks to highlight several dimensions of the gaming sector that are unknown
to the wider public. A very important dimension is its
social impact, as game playing generates the resources
that are vital for the achievement of good causes and for
social progress. Lottery games have financed groundbreaking endeavors, from the construction of the Great
Wall of China to the American War of Independence.
The album offers an exciting journey into the long history of the gaming sector through time. The practice of
drawing lots to determine the apportionment of land,
known since the time of Ancient Greeks, was maintained through the Roman period, but with a different orientation and content. Affluent Romans wishing
to exhibit their largesse distributed lots to their guests
during the banquets they held at their luxurious premises. These lots corresponded to attractive prizes and
exposed the host’s wealth. Emperors Nero and Augustus used lots to distribute lands and slaves during the
Saturnalia celebrations. In fact, Emperor Augustus was
the first to organize a lottery, aimed at gathering funds
for the reconstruction of Rome’s city walls. The winners
received various artifacts as prizes and the satisfaction
of contributing to an important civil project. These
are the origins of the concept of the lottery as a game
of chance: people purchase lots that could earn them
a substantial prize, while parts of the proceeds are devoted to public welfare purposes.
Another important dimension of the gaming sector is
that gaming products and technology embed the most
vibrant research sectors, including Engineering, Information and Communication Technologies, Mathematics and Game Theory. This interdisciplinary research
has great potential for future high-tech product innovations and cross-sector synergies.
Furthermore, companies of the gaming sector that
have international presence, like INTRALOT, contribute in a socially responsible manner to education, to
the creation of human capital and employment and
to the transfer of know-how to the local communities where they operate. In doing so, they are partners
with other private and public stakeholders in creating
shared value, ensuring sustainable economic growth
and prosperity and advancing global citizenship.
The earliest written references to the European Lotteries originate in Burgundy and in Belgium in the 15th
century. Several cities organized lotteries to gather
funds to strengthen their fortifications or for charities.
Francis I of France allowed the creation of lotteries for
public or private gain in many cities between 1520 and
1539. The first public lottery to offer prize money was
the “Florentine Lottery” (II Lotto di Firenze) in 1530,
where participants had to correctly guess a combination of 5 out of 90 numbers. This undertaking was immensely successful and the practice quickly spread to
INTRALOT is part of the gaming sector’s history worldwide and - together with its customers - has offered to
this traditional industry a new dynamic that makes it today one of the most robust sectors of the global economy.
...............
If you wish to get a copy of INTRALOT’s historic album
please send your request to [email protected].
ACTIVITY
Premium PARTners
10 NEWS 39 MAY 2012
The Next Generation
EL NEWS ASKED....
of Gaming Systems:
SCIENTIFIC GAMES
ANSWERED
AEGIS NGS
In Greek mythology, as Homer’s epic poem the Iliad
intimates, the Aegis was known as the ageless shield or
protective breastplate of Athena and Zeus. Today, the
modern concept of the word aegis means ‘under the
protection of a powerful or knowledgeable source.’ In
the lottery industry, AEGIS NGS has become one of the
most technologically advanced, powerful and secure
central management systems available to lotteries in
Europe.
With internet games already available on the system
to players in Germany, AEGIS NGS offers the flexibility
for lotteries to add interactive and sports betting sales
channels in the future where allowed by law. Scientific
Games plans to launch AEGIS NGS in the U.S. in the
next year.
“AEGIS NGS is currently the most advanced central
system in the industry – it meets next generation demands for an evolving European marketplace,” said
Donahue. “The system’s architecture offers security
and unsurpassed flexibility to adapt and grow with the
converging world of lottery and gaming. Its highly flexible functions can be enabled based on lottery and jurisdictional requirements. It is also iPad® enabled for
real-time performance management, which our lottery
customers appreciate.”
Recently, European lottery industry thought leaders
have been exploring a focused, well-defined set of interfaces – from retail terminals to cash registers, laptops, tablets and mobile devices. Also, large chain retailers have made it clear they want lottery transactions
unified with reporting and cash procedures to fit within
their overall operations.
“AEGIS NGS is a next generation system that we purposefully engineered from the ground up with an integrated architectural approach. Its technical and operational architecture has deep roots in a number of
the company’s legacy central systems brought together
over decades of serving global lotteries,” said John Donahue, Managing Director for Scientific Games International, GmbH since 2006. “AEGIS NGS is a futureproof system for lotteries that offers incredible support
for current business requirements as well as innovative
features that will lead them strongly into the future.”
“Only a very robust central system is able to manage
all of these requirements at the speed the business is
changing” said Donahue. “AEGIS NGS excels in its ability to interface with the outside world. The system can
be quickly and easily extended to accommodate new
devices and new sales channels with no impact to existing operations. This is a huge benefit for lotteries that
are looking 10 years to the future.”
Multiple games and draws can be operated independently and at different times on the AEGIS NGS system. For game flexibility, lotteries can implement new
games quickly with little need for actual programming.
More involved changes, such as prize patterns, introduction of a new game, integrating subscription programs or syndicate betting, are realized with reduced
time-to-launch. Instant game management is also fully
available with AEGIS NGS, from inside sales to inventory management and warehousing and distribution.
An optional modular functionality includes tracking
sales to the individual ticket, which improves game inventory management. The system has the flexibility to
interface with bank and other payment systems.
AEGIS NGS currently operates 15 systems for lotteries
in Germany, France and Norway, and is scheduled to
launch with three lotteries in 2014-15 – one in North
America and two more in Europe. The system’s technology lineage dates back to several legacy lottery systems, including Scientific Games’ original AEGIS central management system.
In 2007, AEGIS NGS was architected at the company’s
European technology center with several principal design goals: stability and reliability, data security, ease
of bringing new games and features to players, and improved ability to respond to evolving trends and customer requirements. AEGIS NGS went live for the first
time in Stuttgart, Germany in 2010.
............
In modern times, AEGIS NGS seems to be living up to
its mythological name: the next generation of an ageless, powerful, knowledgeable shield.
Premium PARTners
ACTIVITY
10 NEWS 39 MAY 2012
Maximising Christmas
Instant Ticket Sales
Christmas is a key selling period in most western markets, accounting for up to 40% of annual sales for some
retailers. Smart retailers and brands capitalise on this
critical period by developing seasonal themed promotions, merchandising, and product offerings to ensure
they get their share of consumer spending. As a retail
product and primarily an impulse purchase, instant
ticket sales benefit from the same marketing strategies
used by other retailers and brands to drive sales.
Christmas Instants: A Growing Trend.
The importance of the Christmas season on instant
ticket sales has been growing dramatically in Europe
over the last several years and is a well-established
trend in the United States. A sampling of six European
lotteries that have been creating Christmas-themed
promotions shows that average weekly sales in December, as compared to the rest of the year, went from a 6%
increase in 2010 to a 32% increase in 2012. Looking at
the top 10 US lotteries, December instant ticket sales
are 22% higher than they are during the rest of the year.
With so many European lotteries not taking full advantage of the Christmas season, there is still much room
for continued growth. Let’s explore more fully what is
driving this extraordinary trend.
Christmas–themed Instant Tickets.
Christmas-themed games are often the most popular games of the year and have a positive effect
on the entire portfolio by creating interest and
awareness. Moreover, they offer one of the best
opportunities to reach new players, as Christmas tickets are often given as gifts or stocking
fillers. From whimsical to traditional, Christmas tickets allow lotteries to implement new
and exciting promotions efficiently. Lotteries
can then build on existing programmes and
create new traditions. One of the most successful Christmas programmes in Europe
builds on the Advent Calendar theme, either in the form of a ticket with 24 days in
the ticket design or as a retail piece that
holds 24 tickets to be inserted as a gift.
Seasonal Advertising.
Lotteries with well-established seasonal programmes usually develop unique
advertising for this period to promote
seasonal games, as well as the idea that
lottery tickets make an ideal gift – easy,
affordable, and appreciated by all.
Premium PARTners
Seasonal Merchandising. Christmas-themed
games also present a unique merchandising opportunity. Selling games in special dispensers and providing
free gift envelopes at the point of sale are great tactics
to attract players and drive awareness of the specialised
Christmas games. Point-of-sale displays also provide
an opportunity to reinforce seasonal advertising messaging.
Gift Giving. In addition to promoting the idea that
instant tickets make an ideal gift, successful lotteries
carry that theme through by offering tickets with “To/
From” fields (allowing the ticket to double as a gift tag
as well as a gift), providing special envelopes, or offering books of tickets designed to be given as a gift.
Promotions. Promotions, such as second chance
drawings, are another great way to engage players and
provide something special during the holiday season.
In the United States, promotions are an integral part of
the business, particularly at Christmas. For instance,
US lotteries often offer a special draw for a “million
dollar holiday giveaway” or similar prize, where players submit their non-winning holiday themed tickets
to win. BOGOF (Buy One Get One Free) promotions
are also big during the holidays. Retailers also structure
customised promotions on their own, such as offering
a free cup of coffee with every $10 lottery purchase.
Retailer Incentives. Getting retailer buy-in is
crucial to any successful promotion. Good communication tools about the programmes, promotions,
point-of-sale materials, and advertising are critical. So
is good merchandising – visible tickets, full dispensers, double-facings of best-selling games, and winner
awareness all lead to bigger sales. Cash incentives for
meeting sales goals help ensure best practices.
A Customised Approach. At GTECH, we take
a hands-on approach when engaging with our customers on their Christmas game campaigns. Offering Christmas games at multiple price points allows
lotteries to expand their product offering, take advantage of popular game themes at all price points,
and drive incremental sales growth. Another consideration is changing the prize structure design
to incorporate more winners and encourage
conversion of potential new customers receiving tickets as a gift. Each market is unique, celebrating Christmas and other major holidays
in different ways. Our global footprint allows
us to understand and help develop
holiday programmes that are right for your
market, but planning needs to begin at least
six months in advance to ensure proper
execution. To learn more, please contact
your GTECH representative.
Is cooperation the right means to protect
European Lotteries’ mission statement is
to proactively and strategically further
the development of the European lottery model. The objective is to advance
the collective interests of its Members
built on the values of subsidiarity, precaution, solidarity and integrity. Underpinning that mission statement and
values is the fundamental principle of
cooperation. Across the European continent, Members of European Lotteries
(EL) have chosen to work together for
joint purposes, and this contribution
briefly reflects upon three dimensions of
that essential principle. The following
few paragraphs will highlight how cooperation is essential to the work of the
EL, and will point out where cooperation has resulted in significant successes,
but equally where improvements might
be possible to strengthen European Lotteries. The starting point is that all EL
Members have shown that close and intense collaboration is possible without
the need for harmonization while nevertheless creating equal opportunities but
also protection for European consumers.
Aside from European Lotteries or the
World Lottery Association, there are a
number of ways in which Lotteries collaborate. In what follows, we will briefly
highlight various forms of cooperation,
and notably as commercial, transnational and international cooperation as
well as trans-regulatory cooperation.
A first format of cooperation is both
commercial and transnational, with
which a number of Lotteries are familiar in the form of a ‘coordinated game’.
Several EL Members offer coordinated
national draw games in their respective
jurisdictions such as EuroMillions or
EuroJackpot. In these games core elements are shared between the lottery
operators – notably the essential game
rules and the winnings distributed to
the players – while certain aspects remain national. This form of cooperation
is entirely in line with the principles advocated by European Lotteries, since it
permits each jurisdiction to maintain
cultural, social and historical specificities as regards player protection measures as well as certain game features
such as the possibility for a player to
opt for “system play” or the maximum
stake. Comparable forms of cooperation also exist across the Atlantic with
Powerball or Megamillions. The balance between commercial success and
respect for each Lottery’s identity demonstrates how cooperation between
Lotteries can be an alternative to harmonization measures or cross-border
sales. Consumers are given the chance
to buy an excellent product without the
need for fierce competition or crossborder sales, which would undeniably
lead to inferior consumer protection.
Lottery cooperation is not necessarily limited to the games offered to consumers (B2C). It could also be used in a
B2B environment. Notwithstanding the
differences between lottery operators,
there are aspects that most Lotteries
have in common, such as the need for
high-quality terminals or scratch-cards.
In this respect, a transnational B2B cooperation could extend to pooling resources where possible, so as to create
economies of scale. Currently, there is
very little cooperation in this fashion.
Although there have been certain instances of joint-purchasing in the past,
these remain organized on an ad hoc basis, even if they have shown great promise and have been implemented with
a good degree of success. As regards
legal
transnational cooperation we can conclude that EL Members could consider
stepping-up collaborative projects in
the B2B domain as well, and strengthen and possibly even institutionalize
cooperation in this respect. There are
boundaries to such cooperation however due to competition law concerns.
Where the Lotteries concerned would
be (potential) competitors, such cooperation would be troublesome. This, for
instance, could be the case on various
national open, and thus competitive,
sports betting markets.
The second format of cooperation is
that of trans-regulatory cooperation.
It goes beyond saying that lotteries are
highly regulated entities with responsibilities and obligations that are more
extensive than those for private operators. The national authorities therefore
have a substantial impact on the functioning of the Lotteries themselves, and
as a consequence cooperation mechanisms at regulatory level are crucial. We
shall give two examples.
the European Lottery model?
A first example is the group of a number of EU based regulators meeting to
discuss initiatives between the Member
States to respond to challenges emerging from the online gambling developments. This group acts in an autonomous way, independent from initiatives
taken by the EU Commission and its institutionalised expert groups etc. This
group is composed of representatives
from national regulators. Finding common positions – even without institutionalised cooperation – is a valuable
tool to counter possible measures put
forward under pressure from online
gambling operators that do not necessarily prioritize player protection and
the funding of good causes.
A second example is the new network
of regulators that has been created in
the context of the Council of Europe.
Namely, under the umbrella of the
Enlarged Partial Agreement on Sport
(EPAS), the Committee of Ministers
adopted its Resolution on 29 May 2013
on the creation of a network of national
regulators of the sports betting market
within EPAS. In this specific instance,
the function of the network of national
regulators is to advise State authorities
and international bodies on the fight
against the manipulation of sports results, notably match-fixing. Additionally, they are to provide advice on any
declarations or standards to deter betting related match-fixing. These are
only advisory competences, yet evidently their work will carry great weight
and influence. If we look to the future
of the Council of Europe Convention
on match-fixing, we may expect this
network of regulators to take substantial initiatives in the area of preventing,
monitoring, detecting and deterring
manipulation of sports. In line with European Lotteries’ mission statement,
such collaboration would not lead to
harmonization, but the purpose of
cooperation would be to ensure high
standards of efficacy and interoperability across national borders in the fight
against manipulation of sports competitions.
Third and finally, we must recall that
new opportunities for cooperation can
be proactively sought in unconventional ways. We have already pointed
to similar processes of cooperation
across the Atlantic, and indeed collaborative opportunities may lie where
at first they may seem less obvious, or
be less well known. One example is the
following: Since 2006 the EU has embarked on an ambitious process of various bilateral trade negotiations. These
have now reached a mature stage. With
Asia, the South-Korea Free Trade agreement (FTA) has entered into force in
2011, and negotiations with Singapore
were concluded in December 2012. Negotiations with Japan were launched
in April 2013, and of the ASEAN countries, negotiations are on-going with
Malaysia, Thailand and Vietnam. In
Latin-America, an FTA was concluded
with Colombia/Peru in June 2012, and
the process of ratification of the FTA
with Central American countries is ongoing. In the EU’s neighbourhood, final
agreements are to be signed end November 2013 with Ukraine and Georgia.
In North-America, the EU concluded
negotiations with Canada in October
2013, and in July this year, negotiations
commenced with the United States on
the Transatlantic Trade and Investment
Partnership (TTIP). This overview in
effect points to the creation of true in-
ternational agreements, which in their
latest iteration have a significant degree
of convergence on ‘behind-the-border’
regulatory barriers. Regulatory cooperation is one of the key elements put
forward. There lie significant opportunities to strengthen cooperation in support of the values of European Lotteries.
In an ever globalized context, this will
allow EL to defend its model on the European continent, but from a more positive perspective, it will also permit the
proactive ‘export’ of policies aiming at
precaution and consumer-protection.
The picture that we have sketched in this
article is one of continuous movement
in a European and even global marketplace, with particular challenges for European Lotteries in the 21st century. From
a legal, economic, political and marketing perspective the association faces
ever shifting challenges to the model for
which Lotteries stand. Dialogue, collaboration, networks, joint ventures, support and any other form of cooperation,
is the only possible avenue to face this
challenge.
By Philippe Vlaemminck
EL Legal adviser 1
1 Bart Van Vooren , Senior Associate, and Robbe Verbeke, Associate, have contributed to his article.
legal
New Member
SELAE HAS A NEW PRESIDENT:
MS. INMACULADA
GARCÍA MARTÍNEZ
opportunities for the Lottery, by introducing new
features in existing games or new forms of gaming. By applying the same revitalization approach
to other games, as “Bono Loto”, sports betting and
more, Ms. García is convinced that SELAE will be on
track for greater progress in the coming years. Her
other imminent responsibilities will be to finalize
the merger between SELAE and STL (a now extinct
technical company that was a subsidiary of SELAE)
and ensure stronger competitiveness through innovative marketing campaigns and technological
projects created within the framework of the Lottery’s Responsible Gaming Policy.
Reflecting on SELAE’s active participation in the
European Lotteries Association, Ms. García comLast September, Ms. García Martínez has been
ments: “Such a membership is fundamental to
appointed President of SELAE, the State Lottery
any Lottery in Europe, as we all share similarities
of Spain. Before joining the Lottery, Ms. García
in games and operational problems. Learning from
worked as National Appointee Commissioner for
each other at EL seminars is essential to remain in-
the Economic Reconstruction and Revival of Lorca.
formed of the latest developments in technology
Her extensive career brought her to serve as Coun-
or EU policies. EL provides an important service: a
sellor on Entrepreneurship and Innovation as well
sharing of experiences and an exchange of knowl-
as Advisor for the Economic and Tax Department
edge. Even more important, EL can efficiently act
of the Administration of Murcia. A graduate of the
as one voice on behalf of its Members in Brussels
Autonomous University of Madrid with a Bachelor
as well as in many international gatherings. The
Degree in Economic Sciences, she belongs to the
case of the IRIS Project shows how important EL
Superior Corps of State Tax Inspectors.
involvement is, allowing all Members to push for
more sport integrity – a great concern throughout
Talking about her recent incorporation to SELAE,
Europe.”
she expresses her pride: “Being President of SELAE,
an organization that is not only the main gaming
She concludes by emphasizing that: “I support
operator in Spain but also the third most important
State Lotteries, reiterating that the mission of the
Lottery in Europe and the fifth worldwide, is truly
organization is to provide more funds to social ser-
an honour.” She acknowledges that the position
vices or good causes. In the situation we live in, SE-
will require her leadership to be tightly targeted
LAE will have to live and grow together with other
in improving the revenues that have been slacking
licensed organisations that are active in the field of
over the last few years due to the economic hard-
commercialization of games and bets, but as Lot-
ship in Spain: in 2012 for example, SELAE regis-
tery operator we pursue the values promoted by EL,
tered a 4.8% dip in sales. Otherwise she sees new
which distinguishes us from these other licensees”.
NEW MEMBERs
granted 2013
Prince of Asturias
Concord Award
on and driven by our responsible gaming management,
and it is precisely this management model, focusing on
our social responsibility and on solidarity, that defines
ONCE and the ONCE Foundation and make the model
unique the world over.
Concord is one of the words that epitomise the work
ONCE has been doing for 75 years now. This is what
blind people who chose to form part of society in 1938
through their work believed and finally achieved, using
gaming as a way to earn a living – with the traditional
Cupón (coupon) for the blind, which shortly afterwards
became the “ONCE Cupón”.
Since then ONCE’s efforts, based on responsible gaming, have made the organisation unique worldwide,
and this was recognised recently when ONCE was
granted the prestigious Prince of Asturias Concord
Award for 2013.
The Prince of Asturias Foundation has convened the
Prince of Asturias Awards annually since 1981. Presented by His Royal Highness the Prince of Asturias, Honorary President of the Foundation, the awards – whose
purpose is to contribute to fostering and promoting
the scientific, cultural and humanistic values that form
part of mankind's universal heritage – are conferred in
various categories: the Arts, Literature, Social Sciences,
Communication and Humanities, Technical and Scientific Research, International Cooperation, Sports
and Concord.
The Concord award recognises an individual, organisation, or group of individuals or organisations whose
collaborative efforts in areas such as public health, universal education, environmental protection and social
and economic development, among others, have made
a significant difference internationally.
According to the award jury, ONCE is a worthy recipient of the award due to “its extraordinary work...which
has enhanced the dignity and quality of life of millions
of disabled people in Spain, promoting their integration in society and thereby serving as an example for
numerous international initiatives that have followed
in the wake of this valuable endeavour.”
The social integration highlighted by the jury is based
Members' News
The work performed by the organisation in uniting,
including and integrating people with disabilities in
mainstream society through promoting their education, training, employment, new technologies, sport
and personal autonomy, rests on this gaming sales
model. In short, improving the quality of life for people
with disabilities, as the award panel pointed out. This
is why concord is a word that epitomises perfectly the
values ONCE holds.
Another sign of concord and responsibility is the fact
that ONCE is actively engaged in researching, studying and raising awareness of issues related to excessive
gambling, through initiatives such as training on these
issues for all our sales force and the ONCE International Research Grant on Responsible Gaming, which
is now in its second year and aims to foster scientific
research projects to identify risk factors in certain gaming products.
Similarly, ONCE promotes responsibility when advertising and marketing its gaming products, making sure
its business strategies and advertising campaigns do
not encourage gambling amongst minors or cause excessive gambling.
In short, for ONCE,
receiving the 2013
Prince of Asturias
Concord Award on
its 75th anniversary
is an outstanding acknowledgement for
our model both nationally and internationally.
The Spanish Royal Academy defines concord as “acceptance and union”. The union of blind people has
made this achievement possible, and it’s a clear example of what civil society is capable of based, of course,
on our capabilities and potential responsible management; and on acceptance, understood as the unwavering support the Spanish public shows for our efforts,
and citizens placing their trust in our products and social initiatives day after day, knowing that the two are
linked. This is where the origin and the aim of our organisation are to be found.
elu
THE EUROPEAN
LOTTERY UNIVERSITY
EDITION XVI
Krakow - Poland, 1 - 6 September 2013
The European Lottery University (ELU) is a professional development programme for executives and
managers within the Lottery industry and is held annually. Targeted at both newcomers to the industry
as well as more experienced participants, to enhance
their skills, broaden their horizons and deepen their
knowledge, ELU is the oldest lottery management
training of its kind. Now in its 16th year, ELU has established a strong reputation amongst EL Members
and assisted many of its 800 alumni in the progression of their lottery careers. The programme is intense but rewarding for participants many of whom
go on to further their careers in the lottery industry.
The week involves presentations from expert speakInnovation
ers, discussions,
workshopsand
andTradition
case studies, coverThe best-in-class
ing a wide variety of current lottery related subjects.
in management training
The opportunity to network with their peers and
share ideas and practices is also important to participants and probably unique to lotteries!
This year’s ELU was held in the beautiful city of Krakow, in Poland and attracted 51 participants supported by 13 guest speakers during the course of the
week. Participants represented 18 Lotteries from
Europe and abroad. In addition participants from
three industry suppliers were also present. A broad
range of functions were represented with around a
quarter of attendees being relatively new to the lottery industry.
A
UNIQUE
PROGRAMME
FOR
LOTTERIES
The week commenced
SEPTEMBER 1 TO 6, 2013
KRAKOW
/ POLAND
with a welcome
from
Wojciech SZPIL, CEO of
Totalizator Sportowy and
Ray BATES, Honorary EL
President who was also
our first keynote speaker.
Subjects covered this year
included the lottery business in Europe, game design, game strategy, social
media, marketing and
brand positioning, multijurisdictional games, digital gaming, sports betting, advertising and communications, loyalty programmes,
business strategy, corporate
social responsibility, financial
management, risk and business
continuity planning. In addition we were grateful to be given
an insight into the latest global
technology trends by Georges
NAHON, CEO of Orange Silicon
Valley and Orange Institute in
Activities
San Francisco, and the current status of European
gaming law from Philippe VLAEMMINCK, EL Legal
adviser.
Group case studies, under tight time constraints, were
undertaken throughout the week covering lottery organisation structures, game strategy, social media,
game launches and financial management. Workshops were held on instant product design and CSR.
At the end of the week, all participants worked on a
major case study to launch a new lottery in a fictitious European state. All groups worked hard to produce high calibre presentations summarising the
key aspects of their ‘bid’ for this new lottery in just
a few hours. The winning group pictured below particularly impressed our panel of experts with their
branding, product plans and promotions. We felt
these delivered both value and entertainment for
players whilst covering all the bases on legal, compliance and commercial matters.
As is the tradition during ELU week, there was plenty
of social activity to complement the hard work during the sessions. Totalizator Sportowy kindly arranged an evening tour of the historic old town,
which has the largest medieval square in Europe
and an action packed afternoon visiting both iconic
sites representing the old and new Poland with dinner below ground at one of the world’s oldest salt
mines. Added interest was provided by an ingenious
smartphone-based lotto game running throughout
the week. At the final evening meal we were delighted that another 51 graduates were added to the
ELU alumni and hope they, like their predecessors,
will become enthusiastic ambassadors for the programme. We are very grateful to Wojciech Szpil and
all his Totalizator Sportowy colleagues who were so
welcoming during our stay.
As in previous years we are indebted to Ray Bates for
his continued support to the Moderator and Bernadette Lobjois and her staff for all the hard work necessary to smoothly administer the week’s activities.
We are also grateful to the time spared by our expert
speakers many of whom were available for lively
discussions after their presentations. The quality of
this programme remains high and is testament to
the expertise of the speakers and the support of their
sponsor Lotteries.
Next year’s ELU promises even more. Please contact
the Secretary General or refer to the EL website for
more details.
Tony Jones
EL Moderator
Activities
VIRTUAL LIGHT:
EL/WLA Internet and
New Media Seminar
Helsinki - Finland, 10–12(13) September 2013
The European Lotteries Association and WLA’s “Virtual Light” Internet and New Media seminar saw attendees from as far away as Canada and New Zealand
descending on Helsinki, Finland, for two days of business and networking. Hosted by the two prominent
Finnish national gaming companies Veikkaus Oy and
RAY, the seminar kicked off with an opening dinner
on the evening of 10 September hosted by compères
André CHAKER of Veikkaus Oy and Päivi RANTALA of
RAY. The already convivial atmosphere of the opening
dinner was further enlivened as delegates divided into
teams to play the game of Pajazzo, a Finnish amusement arcade-style game in which a player tries to throw
balls into slots to collect winnings.
The first day of the business
program began with Tommi PELKONEN, Head of
Media Solutions at Google,
discussing the move to mobile and online platforms.
He apprised the audience
of some startling facts, such
as that 19% of all online
shopping happens in the evening during peak television viewing hours. He put a number of simple questions to the audience, which he asserted were the key
issues to address when moving online, such as: What is
my best brand story? How do I scale this story to reach
the required number of people? And, how much am I
willing to pay for an engaged eyeball?
The EL/WLA Partners’ Panel session saw representatives from GTECH CORPORATION, INTRALOT, and
SCIENTIFIC GAMES INTERNATIONAL engage in a
round-table discussion on the topic of recent developments in the mobile and online landscape. Carla
SCHAEFER, Senior Vice President of Business Development at SCIENTIFIC GAMES INTERNATIONAL,
outlined how to engage consumers online in the US,
given that wagering on the Internet is currently illegal
there. Paul BARNES, General Manager of INTRALOT
Germany, observed that it was difficult to educate
Lotteries about their social and new media options in
such an environment. Srini NEDUNURI, Director of
Interactive Web Portals at GTECH CORPORATION,
predicted that, US laws notwithstanding, the future of
gaming on social media platforms lay in games such as
virtual poker. He argued that social media lead to increased virtualization, enabling people to play virtually
with their friends. In contrast, Carla Schaefer was of the
opinion that the future of social media lies in generating social capital: using new media tools to generate
the right connections and relationships.
Dr. Tero OJANPERÄ, co-founder and managing partner
of Vision+ Fund, talked about the power of mobility in
gaming in his keynote presentation. Dr. Ojanperä asserted that digitalization, when combined with the
cloud and apps, yields a potent mix that creates explosive growth. The result is a rapidly changing digital
environment, one in which gaming, for instance, is
already transitioning from mobile platforms to cloud
multiplatforms. The pace of change is such that new
winners are emerging in the global marketplace. “Old”
or existing businesses are being cannibalized and displaced by these new and emerging businesses, in what
Dr. Ojanperä referred to as the “old new paradigm”. Dr.
Ojanperä concluded his presentation with a discussion of the key factors that make gaming companies
successful in this turbulent environment, namely, the
ability to reach consumers in the digital marketplace;
to retain existing customers; and to successfully monetize products.
To kickstart the second day’s proceedings, bio-hacker
Teemu ARINA used his own health as a case study to
illustrate the emerging concept of bio-personalization.
Sick with a gastric ulcer, he healed himself through biopersonalization. To this end, he had his DNA analysed,
and, using this data, devised an individualized diet and
tailored exercise program for himself. Regulating his
wellness program through the use of apps that monitored his biometric data, he cured himself of his illness
without having recourse to conventional medical treatment, which he found had too many unwanted side effects. Teemu Arina predicted that soon everybody will
be wearing bio-personalization devices to track their
health and wellbeing. According to Mr. Arina, virtuality
and reality will soon merge.
In his keynote speech on collaborating with your audience, film-maker Timo VUORENSOLA discussed the
emerging concepts of crowdsourcing, crowd funding,
and crowdinvesting. He carefully delineated the distinctions between the three concepts, before explaining how he had successfully used crowdsourcing in
the production of his film “Iron Sky”. Crowdsourcing
involves outsourcing tasks to a large group of people
through an open call for support, typically via a crowdsourcing/crowdfunding website like Kickstarter or Indiegogo. Funding for the movie was provided in part by
the Finnish national Lottery Veikkaus Oy; apparently,
almost no films are made in Finland without some
form of assistance from lottery funding.
Consultant, author, and speaker Tomi AHONEN asserted that the future of the computer industry is mobile
in his keynote presentation. Mr. Ahonen reported that
many big organizations, including Apple, Google, Warner Bros, and the BBC, have recently come to the same
conclusion. To support this contention, he pointed out
that mobile now has global reach, enjoying saturationlevel coverage. From a marketing perspective, this is affecting consumer behaviour in fundamental ways: 49%
of US consumers, for example, have changed in-store
purchase decisions because of mobile. Mr. Ahonen
posited that a grand convergence is occurring, in which
industries as diverse as banking, advertising, print media, and mapping, are all moving rapidly to mobile. He
predicted that the consequences of the shift to mobile
going forward would be profound, disrupting many
traditional business paradigms.
The seminar business program concluded with traditional thanks from the compères to all the guest speakers, to Veikkaus and RAY for hosting the seminar, and
to EL and WLA for organization. All participants agreed
the seminar had been wonderfully successful. With
everyone having greatly extended their knowledge of
cutting-edge developments in Internet and new media,
attendees are already looking forward to a similar event
that will be held in 2014 or beyond!
After the seminar ended on Thursday 12 September, close to 30 attendees stayed on for a hands-on
workshop the following day. In the workshop, participants engaged in understanding the makings of
world class gaming experiences, and how to evaluate them. Moderator Dr. Aki JÄRVINEN, a ten-year
veteran of the gaming industry, talked about the
so-called free-to-play business model in mobile
gaming, introducing acquisition, engagement, and
retention as the key metrics framework to be used
in discussing products and their features. Coaches from RAY and Veikkaus Oy then proceeded to
demonstrate their products in the context of the
framework. The participants toured four demo tables, discussed the games, and exchanged insights
based on their own experiences.
Matthew Spinks and Aki Järvinen
Wednesday’s business program concluded with a social
excursion to the Helsinki casino. There, attendees enjoyed
dinner amid music and entertainment provided by internationally renowned Elvis tribute artist Doug Church of
the US. Judging by the number of people on their feet and
dancing at the end of the night, the evening was a smashing success.
Public Relations/Communications
Workshop
Marrakech was the location of the third EL Public Relations/Communications workshop which attracted participants from twenty lottery jurisdictions.
The hosts, La Marocaine des Jeux et des Sports (MDJS)
and Loterie Nationale, warmly welcomed the 35 participants with typical Moroccan hospitality.
Based on the idea of “Show and Tell” this was a highly
participative gathering with nine Lotteries presenting
two case studies each on their best and worst PR/Communication experiences in the past year.
In addition to these case studies, there were two keynote addresses – the first from Sheila GAHAN, who
shared her personal experiences over 25 years of working as a PR consultant to the Irish National Lottery. As
well as offering interesting perspectives on crisis management (Never speculate; Never offer an opinion;
Never assign blame; Take control and state the facts
of the situation; Repeat the basic facts about which we
are totally confident; Rarely, if ever, say “no comment”)
Sheila gave some interesting examples of social media
organisation and planning including her “Weekly Conversation Calendar” for social media.
Her parting advice was...
• Media relations are still key... whatever the channel
• Agency/client relationship is of paramount impor-
tance
• More targeted and timely communications are needed
The participants also heard a very practical and “challenging” presentation from Abdelmalek ALAOUI (CEO
of Global Intelligence Partners) who has acted as an advisor to MDJS. He raised the importance of the KLOUT
score from an analysis of social media to rank users according to online social influence. He also highlighted
the importance of having good and professional personal LinkedIn entries, as journalists are increasingly
making use of this source to find appropriate corporate
spokespersons, particularly in a crisis situation. His
main message was that if you do not deal with your ereputation and relationships professionally, you risk
being ignored and left behind.
The eight lottery presentations dealt with issues as diverse as promotions – successes in Nederlandse Staatsloterij and ONCE in Spain ; how Svenska Spel “adopts”
its large winners; how Lotterywest (WA) dealt with very
large bets; how Szerencsejáték Zrt, (Hungary) had difficulty with the use of Olympics brand; how Eesti Loto
succeeded with a 54% price increase in Lotto and how
the Belgian Lotto Vibes succeeded and how the National Lottery in Morocco responded to the banning of TV
commercials for gambling games.
“Our agents needed a fast, secure method of tracking
lottery sales on their own accounting systems, so they
could
accurately distinguish lottery revenues from other
“Ouragentsneededafast,securemethodoftracking
revenue.
GTECH designed and implemented a barcode
lotterysalesontheirownaccountingsystems,sothey
solution
that lets agents rapidly scan — and accurately
couldaccuratelydistinguishlotteryrevenuesfromother
revenue.GTECHdesignedandimplementedabarcode
solutionthatletsagentsrapidlyscan—andaccurately
GTECH® is an advocate of socially responsible gaming. Our business solutions empower customers to develop parameters
and practices, appropriate to their needs, that become the foundation of their responsible gaming programs.
Activities
GTECH®isanadvocateofsociallyresponsiblegaming.Ourbusinesssolutionsempowercustomerstodevelopparameters
Marrakech - Morocco, 22-23 September 2013
The participants agreed that they had greatly benefitted from the frank and open exchange of information
and experiences, where the openness of the presenters
had given a real understanding of the issues (good and
bad) to all of the participants.
It was agreed that the next edition of the workshop
would be hosted by Nederlandse Staatsloterij in Amsterdam in 2014.
Ray Bates
Moderator
capture — the value of their lottery purchases on their own cash
register. Now our agents have a clear and integrated view of their
by product line, and The Lottery retains full visibility of lottery
csales
apture—thevalueoftheirlotterypurchasesontheirowncash
product sales.”
register.Nowouragentshaveaclearandintegratedviewof
theirsalesbyproductline,andTheLotteryretainsfullvisibility
Jim O’Connor, Key Account Manager, The National Lottery, Ireland
oflotteryproductsales.”
To find out how GTECH can work for you, visit us at www.gtech.com
JimO’Connor,Key Account Manager, The Lottery, Ireland
Formoreaboutthisstoryandotherslikeit,visitusatgtech.com/testimonials.
EL/WLA Responsible
Gaming Seminar
Marrakech - Morocco, 24-25 September 2013
This year exceptionally, WLA and EL joined forces to organise a global Responsible Gaming Seminar in Morocco, upon the
kind invitation of La Marocaine des Jeux et des Sports (MDJS) and Loterie Nationale. The exoticism of Morocco combined
with the fame of Marrakech, the “Ochre City”, gave the more than 115 participants from all over the world an exceptional
work location and atmosphere for the joint seminar.
Play the Safe Game – We’re
in it together
The title given to this year’s seminar
said it all: Responsible Gaming is becoming a crucial component of every
Lottery’s business, and we need to
get as many EL and WLA Members
certified as possible. All the speakers
who took the stage during this twoday meeting made it very clear: acting responsibly towards customers,
employees and society as a whole is
now the only option. This fact was
particularly highlighted by the Presidents of both associations, Friedrich STICKLER and Jean-Luc MONER-BANET, in
their welcoming speeches. While Friedrich Stickler focused on the EU gaming regulation and the fight against illegal
operators, Jean-Luc Moner-Banet explained that getting certified was also about player protection, and that employees
should be proud to work for companies that are doing good for society. Two EL Members received their EL Responsible
Gaming certificates on the first morning: Nederlandse Staatsloterij, represented by Arjan VAN’T VEER, received it for
the second time after having gone through the recertification process, and MDJS received both the EL and the WLA
(Level IV) certificates for the first time. Its General Director, Younès EL MECHRAFI, was extremely proud to be the first
ever African Lottery to receive such a gratification. Sun Young CHUNG from Sports Toto Co. Ltd, Republic of Korea, also
received the WLA (Level IV) certification.
Why and how to get certified
To give an answer to these questions, the programme
was made of panels and experience-sharing presentations with expert speakers. The first panel gathered 4
Lottery professionals: Julian PRICE from Camelot UK
Lotteries Ltd, Audrey BETTENS from Loterie Nationale
in Belgium, Carmen GARCÍA-RAMAL from SELAE in
Spain and Chip POLSTON from Kentucky Lottery. It
gave rise to an interactive discussion where all kinds of
themes were addressed, like, for instance, how to convince the top management to get involved in responsible
gaming, or to what extent should Gaming Regulators be
involved in the process.
Two Lotteries then shared with the audience their experience regarding the certification process. MDJS, represented by Sanaâ KABBAJ and Omar KADIRI, explained
all the process they went through during a year to obtain the EL certification. They explained that responsible
gaming is a powerful communication tool, especially in
Morocco where gaming
is still considered taboo.
Sports Toto Co. Ltd Head
of Game Operations,
Jongho SHIM mainly
presented the Korean
gaming business that is
structured in 3 levels: the
Supervisory Authority, the Licensor and the Licensee.
Jongho shared some interesting RG slogans like “There
are no sports in illegal markets” which were very effectively used by Sports Toto.
The next 2 presentations were made by Julian PRICE
and Johanna LIPPONEN, Chair and Member of the EL
CSR/Responsible Gaming working group respectively.
Julian Price, who is also Chair of the WLA Responsible
Gaming working group, presented the similarities and
differences between the EL and the WLA frameworks.
The certification processes for both associations are very
similar, except that EL asks its Members to use an external auditor while WLA relies on its independent assessment panel. Johanna Lipponen gave a brief update on
the EL Standards, urging again all non-certified Members to start the process.
Some presentations went a bit further into the EL framework specifications. Teresa ZOMPETTI from Gtech SpA
in Italy explained how her Lottery had dealt with preventing underage gaming, with the objective to commu-
Activities
nicate on this prohibition with retailers. Estelle DAUCHY
from La Française des Jeux shared the experience of her
Lottery in involving the retailers and making them very
aware of the fact that responsible gaming does not mean
less sales. In both cases, retailers are the key in passing
the message of responsible gaming, from the
Lottery to the consumers.
Keynotes: Biology,
Advertising
and
Problem Gambling
The participants had the
opportunity to listen to 3
keynote speakers coming from very different worlds and
backgrounds, each of them bringing a new light to our
common theme.
Jon GRANT, Professor of Behavioural Neurosciences at
the University of Chicago, explained how, biologically,
problem gamblers have brain dysfunction that prevents
them from taking good
decisions. Like in many
other substances addictions, problem gambling
can be genetic, but is
mostly fostered by the
environment. Therefore
education is of utmost
importance, particularly to young men between 18 and
30, when they’re most vulnerable. He also pointed out
that some decision-making functions of the brain were
still developing up to the age of 25.
Arne EDSTRÖM was able to talk about this “addiction”
from an insider point of view, as he’d been a problem
gambler in Sweden many years ago. He depicted in a
blunt but very realistic way the descent to hell he’d experienced, along with his family, due to his gambling
problems.
Clément CHOVIN, from Y&R Advertising in France, informed the participants on how to improve the relationship with the customers using advertising. Good advertising should be local and human, people need to feel
engaged and participating in the life of the product and
of the company. Most importantly, he reminded participants how important it is to show you care about your
customers and their well-being.
and inform the participants about general EC developments and, in particular, the revision of the Anti-Money
Laundering Directive.
Maria SILLANPAA, Member of the WLA Responsible
Gaming Independent Assessment Panel, presented the
Associate Members’ CR programme. She underlined
the importance and usefulness of such a programme, as
Lotteries want to work with reliable suppliers.
How to make responsible gaming sexy, fun and engaging? That is the question considered by Laura DA SILVA
and Estelle DAUCHY in their presentation on the 11
sections of the EL framework. Both being members of
the EL CSR/Responsible Gaming working group, they
offered a very interactive session where all participants
were able to give their opinion on responsible gaming.
Best practice
Three EL/WLA Members agreed to share the best practice experience during this event, thus enabling some
participants to go back home with fresh ideas and best
practices.
Herbert BECK, from Austrian Lotteries, talked about
moderating online play, and focused on the importance of feedback. Offering feedback (i.e. time or money
played) to online players is important in order to allow
them to control their activity.
Annika STRAND, from Svenska Spel, said that players
should be able to pre-commit before starting to play on
VLTs, for instance by setting the game options like time
or amounts limits. This should always be easy and fast.
Kim WILSON, from Atlantic Lottery in Canada, introduced their CSR Employee Certification programme.
She made clear that the promotion of CSR must be implemented at the deepest levels in the Lottery. Therefore
each employee of Atlantic Lottery has to follow this programme and pass a proficiency test.
Finally, the hosts of the seminar, Loterie Nationale and
MDJS, should be thanked again for their warm welcome
and gracious and generous hospitality shown to the EL
and WLA participants.
Ray Bates, Moderator
Updates and fresh ideas
Legal Affairs and Responsible Gaming share an important connection, for instance in the protection of vulnerable groups. Therefore there had to be an update on
EU regulation in order for the participants to keep informed on those important issues. The presentation had
been prepared by Tuula SUNDSTRÖM, Legal Council
in Veikkaus, Finland. However, due to unforeseen circumstances, Ms. Sundström had to be replaced at the
last minute by Arjan VAN’T VEER, Member of the EL Executive Committee, who was happy to stand in for Tuula
Activities
EL/WLA SECURITY AND RISK MANAGEMENT
SEMINAR: “SECURITY AND INTEGRITY”
MADRID - SPAIN, 2 – 4 OCTOBER 2013
input prompted a number of questions which emphasised the ongoing need for close co-operation between
lottery operators and the authorities.
The WLA SCS standard, the certification process and
peripheral related matters are standing agenda items.
Thierry Pujol gave an overview of the new WLA 2012
standard and the progress of its implementation. Tremendous progress has been made with over 50 Lottery
organisations now certified.
Over 70 delegates from 28 countries, representing 45
different Lottery related organisations gathered in the
Hotel Confortel Atrium, in Madrid for the latest EL/
WLA Security and Risk Management seminar.
On Thursday, 3rd October, following a reception and
dinner, the seminar began with a warm welcome address from the event’s host, Ángel SÁNCHEZ CÁNOVAS, General Director of ONCE, the occasion being
particularly relevant for ONCE as it is their 75th anniversary. Mr. Canovas explained the unique work of the
Lottery in the Spanish community and stressed that security and integrity were paramount to its success. He
wished delegates well and hoped they would enjoy the
seminar and the city of Madrid.
Thierry PUJOL, Chair of the EL Public Order & Security Working Group and the WLA Security and Risk
Management Committee, Director of Security and Risk
Management and Member of the Managing Board at
La Française des Jeux, welcomed delegates, outlining
the membership and the progress of his teams and
highlighting various sessions of the seminar.
The moderator, John BRANSCOMBE of J2B Security
Ltd., outlined the two-day programme and reminded
delegates of the objectives and methodology.
Over the years it has been the tradition for experts in
security, external to lottery enterprises, to address delegates. On this occasion, Silvia BARRERA IBÁÑEZ, Inspector Technological Investigation Unit at the Spanish National Police, presented the vulnerabilities in
online gambling and the various aspects of her work
in combating credit card and other types of fraud. Her
The experience of the process of preparation for certification was presented by Johannes PUCHINGER,
Head of Information Security from Austrian Lotteries,
and Dawid MULLER, CE Legal & Compliance at Gidani
(Pty) Ltd., from South Africa.
Agustin LERMA, Product Manager, BSI Group Spain,
gave an auditor’s perspective on certification highlighting a number of different issues. He also explained the
possible changes and amendments to the process with
the recent publication of the 2013 version of the ISO
27001 standard.
Christos DIMITRIADIS, Group Head of Information
Security, Compliance & Innovation at INTRALOT, also
described the evolution of ISO 27001 comparing the
2005 version with the latest 2013 standard.
All the presentations were eagerly received and a panel
was established to answer the many and varied questions from delegates on standards and processes. The
security awareness of personnel and the correct method of dealing with and learning from incidents were
two of the issues covered.
Óscar CASTRO VILLAR, Consultant and Member of the
ISMS Team, ONCE Spain, gave a very interesting presentation on business continuity planning and testing.
Continuing with this theme, Heini ROOSIMAGI, Head
of Internal Control at Eesti Loto, described how the establishment of a “duplicate” remote data centre had
supplemented their business continuity safeguards.
The dramatic increase in the introduction of new
technology into just about every sphere of lottery operations increases concerns for security and integrity
and the two presentations on this subject by Anthony
ENGLISH, Director of Information Security Architecture at GTECH CORPORATION and Paul JAY, Head of
IT Security & Networks at Camelot UK Lotteries Ltd.,
covered a multitude of issues with both majoring on
Customer Data Protection. The subject was very well
received and will clearly be included again in future security seminars.
Continuing the theme of operational technology, Colin
SMITH, Director, Risk & Assurance at Atlantic Lottery
Canada, and Martin SUTTON, Head of Corporate Assurance & Compliance at Camelot UK Lotteries Ltd.,
gave presentations on how the data analysis of retailer
Activities
activity had greatly increased the ability to detect unusual and potential criminal behaviour. With the analytical work it had been possible to target resources and
enhance the confidence and trust in the respective Lotteries’ operations.
major issue and a possible breach of security and integrity. Anne LUPFER, Conformity, Security & Projects
Manager at La Française des Jeux, interestingly demonstrated the very “high tech” way on how the draw is
conducted in France.
Scratch card security is another standing agenda item
and delegates were fortunate to hear excellent presentations from Michelle ANNANDALE, Director of
Sales & Marketing at Pollard Banknote Ltd. and Steve
TOWNEND, Director of Customer Services & Information Technology, SCIENTIFIC GAMES INTERNATIONAL, on the latest developments in this area.
Maurizio RUBINI, Compliance Officer at Gtech SpA in
Italy, Claude MATHIEU, Senior Forensic Analyst, Loterie Nationale Belgium and Dr. Ingo FIEDLER, Hamburg University, Germany, all gave presentations on
money laundering and how Lotteries can implement
positive measures to ensure any risk, either legally or
reputationally, is reduced to a minimum. Again, this
presentation prompted much comment, discussion
and questions.
Interest had previously been expressed in the work and
responsibilities of lottery regulators and the Regulation
Framework.
Juan ESPINOSA GARCÍA, Deputy Director of Regulation, described the lottery regulation in Spain. Dawid
Muller of Gidani explained how Gaming Regulation
was implemented in South Africa and Patricia INÊS,
Legal Director at Santa Casa da Misericórdia de Lisboa,
gave a good working example of how regulation works
in her country.
It was interesting for delegates to compare and contrast the different approaches to the issues.
Recently, for various reasons, sports betting security
and surrounding matters have become a very important focus of concern. Thierry Pujol introduced this
subject and gave numerous examples of match fixing
and corruption around the world. In response, various
sports betting controls were highlighted by Maurizio
DELL’OCA, Chief Security Officer, Sisal SpA in Italy and
Jan SEURI, Chief Information Security Officer, Veikkaus Oy, Finland.
The session prompted much discussion and many
questions and will undoubtedly be included in future
seminars.
An interesting input from Martin Sutton outlined the
increasing threat from prize claim fraud and the need
for a co-ordinated approach to combat the problem.
The Lottery Draw is a “cornerstone” of lottery operations with any deviance from its agreed procedures a
The seminar concluded with closing remarks by Thierry Pujol. All delegates were thanked for their participation, the suppliers for their generous support and
also EL for the very efficient administration. ONCE,
the seminar’s host, was enthusiastically thanked for it’s
warm welcome and generous hospitality.
Many delegates made many favourable comments on
the organisation, administration and the overall way
the seminar had been managed.
Clearly the great majority of attendees thought that the
two days seminar had been informative, interesting
and very successful.
John Branscombe
Moderator
Creativity and Game
Design Workshop
Barcelona - spain, 9 – 11 October 2013
Over 50 participants from EL Member Lottery companies, suppliers/partners and computer game designers met in Barcelona for a two-day workshop
organised by EL in partnership with Milestone Entertainment.
During the first day, the professional game designers presented a series of papers covering the major
issues involved in successful game design.
Robert TERCEK, who was responsible for “assembling” the team of professional computer game
designers, and co-moderated the workshop, gave
the keynote address where he challenged state lottery companies to be more adventurous in their
approach to game design. App Stores are currently
offering thousands of games and it is fertile ground
for more development. His warning to Lotteries was
to “differentiate or be commoditized”. He raised issues of free games and their transition into pay-for
games and showed how the development time to
launch new games in lottery companies was excessive when compared with how quickly social games
can be launched. He advised Lotteries to institute
a game developer programme and said they must
re-think games and re-think all of the current game
parameters.
Henry OAKES gave the participants some frank insight into the learnings from the GeoSweep experience. He summed up the general approach of State
Lotteries with a most succinct description “All Lotteries want to be first to be third” in that very few
Lotteries want to take the risk of being the first to
implement a new game development.
Participants then heard presentations on in-app
purchases and coercive monetization in casual
games. The complexity and implications of “virtual
prizes” were explained and explored.
The legal implications of social games were presented by Hilary STEWART-JONES. “Freemium” games
Activities
(offering free elements and then further bought elements for a premium) are widespread and yet there
is no common approach to the regulation of such
games.
John SZEDER then explained how to choose the
right development platform (with HTML5 a very
popular option) and the right deployment platform
(no clear winner across a range including web, mobile web, Windows 8, Android and iOS).
William VOLK described the mobile user as one who
“seizes the minute”. The App Store has changed
everything, with no barriers to entry and millions of
apps available. Volker HIRSCH described in stark
detail how to build a developer network, and the
need for creativity, choice and “stand-out”.
John Szeder then tackled the difficult subject of “Winning Strategies”, starting with Tetris (which has no final win state, as all games end in “Game Over”) and
covering such topics as visual wins, incremental wins,
completion wins, social wins and educational wins.
Jeroen ELFFERICH gave an excellent presentation
on “second screens” and how to synchronise Internet with TV game shows.
Harri JÄRVINEN (Veikkaus Oy) and Renaud DOL
(La Française des Jeux) gave excellent examples of
how their Lotteries developed exciting and interesting games for the mobile and Internet, making use of
external developer networks.
Aki JÄRVINEN from Finland gave his take on F2P (or
free to play) games explaining the model of Engagement – Retention – Monetization.
Following all of these most stimulating presentations the participants then engaged in a number of
design exercises and enjoyed a robust and challenging exchange of ideas between the lottery participants and the game designers.
Ray Bates
Moderator
TECH STARS....
INNOVATIVE LOTTERIES
ONLINE AND MOBILE GAMING
A Conversation with Antti Tiihonen,
Vice President, Digital Sales, Veikkaus Oy
in our e-world, game design has reached another
dimension: the creation
of games for the online
platform. what is your
approach to creating online games and what type
of games are you offering
in such an environment?
how did you address the
technical issues presented by such games?
Antti Tiihonen: Veikkaus offers
online all of the games already
offered in the traditional retail
channel. Two games however
are offered only on the online
platform. They are the games of Bingo and Syke (a
dynamically-animated draw numbers game). In
these games, our customers can follow the results of
the draw exclusively on our site. They can also see
how this affects their own wagers in real time.
Many of our basic games look and feel similar to
their retail equivalents. However, a great deal of
technical development has been put into customer
account management and new interactive platforms
for our e-instants, our Bingo and Syke games.
for your internet and social games,which
features seem to be the best addition to
your online games?
Our only social game at this time is our online
Bingo game - eBingo. The chat feature in the eBingo
“rooms” is clearly a feature that enhances the
gaming experience of some of our customers.
The success of our eBingo game comes primarily
from offering a sufficient number of bingo “chat
rooms” (4). This has ensured the game’s success
from its launch with sufficiently large jackpots and
an entertaining way of following the outcome of the
game. Only one tenth of our bingo customers use
the chat function offered with the game. However,
they represent some of the best customers of the
eBingo game.
Tech Stars… Innovative Lotteries
did you look into Massively
Multiplayer Online Games
(MMOGs) such as “World
of Warcraft” that attract
thousands of gamers playing together? can they be
adapted to an online Lottery game and how?
We do not have these kinds of
games. Instead we have created
similar visual experiences among
some of our online games. Some
of our e-instants for example have
been co-branded with popular
films and TV shows. This has
created an entertainment value for
many of our players.
We have noticed that the worlds of games of chance
and games of skill do not mix very well. This is
because pure games of chance are played mostly for
an opportunity of winning money whereas in games
of skill only the most able players are motivated to
engage in wagering with the objective of winning
money. Finding the right balance for each online
game is important.
Mobile gaming offers more accessibility
to entertainment: How do you make your
mobile games more appealing on smart devices? What is the favoured game platform
in your country and what is the reason?
We have taken the view that our games should be
available to all of our mobile players regardless of
their handset platform. For this reason, we have
implemented an HTML5 technical platform that
ensures a seamless experience across all mobile
platforms. Our intent has been to provide all of our
players with a responsive web design that requires a
single sign-on for all of our games.
what is your lottery’s next step in new offerings of online and mobile games?
We are continuously improving the online user
experience of our games. We are also developing our
CRM capabilities online and offline to make sure that
we offer the best possible service to our customers.
Sport Immersion
Seminar
Rome - Italy, 28 – 30 October 2013
The first edition of the Sport Immersion seminar was
held in Rome and was attended by 20 delegates from
10 Lotteries. The seminar started with a visit to the
Formello Sports centre S.S. Lazio. During this visit,
which was organised by GTECH S.p.A. (formerly
Lottomatica), major Lazio personalities, including
the manager of the team Vladimir Petkovic and the
player, Lorik Cana, spoke to the participants about
their work and activities. The participants had also
the opportunity to participate in a friendly football
game, which was a great way to get to know each
other better.
The works of the seminar, which were planned and
moderated by André Noël CHAKER, started with
a welcome address by EL Secretary General, Bernadette LOBJOIS, who welcomed the participants
and highlighted the importance of education and
expertise-sharing in the complex domain of sports
betting. The seminar comprised 4 main topics: pricing strategy & market positioning, sports marketing,
sports integrity and risk management.
EL Sports
Ludovico CALVI from GTECH S.p.A., after outlining
the major challenges of the sports betting sector,
spoke to the participants about the sports betting
experience of Lottomatica, focusing on their strategy to develop and manage strong brands, to engage
new players and retain current customers and integrate new technologies in their offer. He also referred to Lottomatica’s pricing strategy, including
their welcome bonus policy.
André Noël Chaker from Veikkaus delivered an interesting presentation about sports integrity. After
noting the fact that one third of the sports betting
market is illegal, he highlighted that the fight against
illegal operators is a key issue to protect sport, states
and citizens from crime. After presenting the Raj
Wilson Perumal match-fixing case in Finland, he
provided an overview of the international initiatives
against match-fixing, attaching emphasis to the
Council of Europe’s initiative towards the adoption
of an international convention against match-fixing.
The seminar closed with a presentation on risk management delivered by Evangelos COSMIDIS from
OPAP. After explaining what a risk is and a small introduction to betting mathematics, he spoke about
how risks should be minimised and managed in all
stages of the betting cycle.
Pascal SOMMERHALDER and David CIPULLO
from Infront Sport & Media AG, after presenting
their company and its activities, gave some interesting insights into sports marketing and sponsoring.
They explained how leading private betting operators are positioning themselves in sports and they
highlighted the importance of sponsors being an
integral part of the sport, rather than a distraction.
Their presentation was followed by an interactive
session, where all participants had to share with the
group a successful marketing strategy developed by
their Lottery.
EL Sports
Retailing Workshop
Rome – Italy, 4-5 November 2013
“Business as usual is just not good enough” was the
theme of this workshop, which is the third edition
of this now annual EL event. Senior sales directors
and managers from EL Member Lotteries and representatives from Suppliers/Partners met to exchange
ideas and best practice in the retail channel for Lotteries. Using a mixture of formal presentations from
external experts, suppliers and Lotteries and work-
shop discussions, the participants examined and
debated all of the latest trends in retailing and their
implications for distribution and sale of lottery via
the retail channel.
Retailing is now becoming a quasi-science where
new techniques are being developed to measure
IRIS Project goes strong!
The fight for the integrity of sport remains
an important commitment for EL and this is
why EL, in partnership
with ENGSO, SportAccord, Sport & Citizenship and Salford
University, takes part
in the project of the Institute of International and Strategic Relations (IRIS)
called “What national networks to fight match-fixing
in sport?”.
The project, which is co-financed by the European
Commission, aims at raising awareness in EU countries on the growing match-fixing scourge and at
identifying relevant national networks of stakeholders by organising national seminars in almost all the
EU Member States.
The first two seminars were held in June 2013 in
Denmark and Sweden. Over the last months national
seminars were also organised in Hungary, Slovenia,
Activities
Croatia, Austria and Slovakia and brought together
stakeholders from governments, judicial and police
authorities, the regulatory authority, the betting industry and the sport movement. The last workshops
for 2013 will be held in December in Czech Republic
and Poland.
The participants were informed about risks linked to
Internet and sport betting (primarily illegal betting),
about the different techniques match-fixers use to
fix games and about the global initiatives against the
phenomenon. The presentations were followed by
interactive and lively discussions on how all stakeholders could work together in order to best tackle
this problem and on how their current initiatives
could be improved.
The reports of the seminars are available in the private section of the EL website.
This series of national seminars is planned to be
completed by the end of May 2014 and in June 2014
a complete report on the project will be handed to
the EU Commission.
and influence the behaviour of shoppers. In the past, extensive data on customer behaviour was collected. Now, that data is being analysed and used
to develop models to tailor the retail experience to a range of consumer demographics and, at the most basic level, to dictate the design of stores. Lotteries must stay fully abreast of these developments, while keeping an eye
on their role to channel gaming desire.
The most interesting and animated topics covered by the workshops were:
the best form and effectiveness of retailer incentive schemes; how to recruit
the big Discount Stores (Aldi, Lidl, etc.) and the interaction between retail
and on-line channels.
A 2014 workshop is already being planned.
Ray Bates, Moderator
Social Media Forum
London - uk, 4 december 2013
of Mediacontacts.ie, Ireland set the scene with his
VIPS formula – Vision, Idea, Platform, and Sharing.
Participants heard from three speakers who have
provided extensive consulting advice on the topic.
Google was described as a Reputation Management
Facility which can have serious consequences for
private and corporate reputations. The example of
Barclays Bank helped illustrate how customer service
can be greatly enhanced (and scaled) using “social” –
as the experts seem now to be calling “social media”.
The responsive design of web and Facebook pages
was discussed, with the strong recommendation
to initially develop for the mobile format and then
expand it across tablet and PC. Véronique Deconinck
shared ROI details and many survey metrics used to
support the on-going development of “social” at the
Belgian National Lottery.
Following on from the success of the Social Media
Forum in Munich in 2012, the London Forum was
organised to provide the 30 participants from 17
Lottery Companies with a number of case studies
where private sector social media strategies have
been successfully implemented. Jack Murray, MD
Activities
Following the presentations, the participants
completed the day with a workshop covering a wide
ranging and informative exchange of views and
experiences.
The inclusion of a further Forum in the EL 2014
programme was strongly advocated by the group.
Ray Bates
Moderator

Hap N ea ry - European Lotteries

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