Uniting to keep sports a fair bet

Transcription

No. 37 | Spring 2013
Uniting to keep
sports a fair bet
In a stark warning to the international sports and sports betting communities, INTERPOL has called
for coordinated, global action against match-fixing to prevent organized crime from destroying the
public’s trust in the integrity of sport. With about half of all WLA Members offering sports betting
in one form or another, the World Lottery Association is engaged in the fight and more determined
than ever to be part of the solution.
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Contents
4–5
6–9
Interview with the President
Association business
Selected news from the WLA, its members,
and the regional associations.
10 –15
Match-fixing:
An international problem
Match-fixing is a global problem that will require a
coordinated international effort to effectively combat.
How is this effort taking shape?
16 –20
More, bigger, better:
The lure of the big win
Jackpot mania is spreading across the globe. With the
push toward ever bigger payouts, is a billion dollar
jackpot just around the corner?
22 –23
ONCE: Setting
an example in Europe
ONCE has been raising funds in support of the
disabled in Spain for 75 years. Their model of social
and labor support is exemplary in Europe.
24 –25
Fact, fiction, and fatalism
Göran Wessberg and his continuing series on
gambling as a theme in the arts.
26 –27
The World Lottery
Summit 2014
The WLA and Lottomatica invite you to
join us in Rome in November 2014.
28 – 35
Corporate News
News from members of the
WLA Contributors Program and other
WLA Associate Members.
36 – 37
The Learning Curve
News from the WLA training
and education program.
On introverts and monopolies
Reading is a great source of inspiration. In her book
“Quiet: The Power of Introverts in a World That Can’t
Stop Talking” author Susan Cain asserts that introverts with their desire for solitude, are not in high
demand in an era of social media. By examining
brainstorming as a collective endeavor, she presents strong evidence in support of the argument that
groups yield less creative solutions than the individual who is left alone to think.
Touching on gambling, the book has an interesting chapter on reward-sensitivity and how differently the brains of introverts function from those of extroverts. Introverts tend to pay more attention to danger signals. They plan
accordingly and stick to their plans with great discipline and perseverance.
Extroverts are more likely to be motivated by the prospect of rewards, just as
the gambler is motivated by the prospect of winning. Cain suggests a correlation between extroversion and the gambling phenomena known as chasing.
While introverts are unlikely to play when their losses have reached a certain
limit, extroverts are apt to focus on the reward, chasing their earlier losses with
the prospect of winning it all back.
Our seminars, organized jointly with the regional lottery associations, are
another great source of inspiration. This year, seven seminars are planned for
more than 600 lottery professionals. At our first seminar for 2013, “Marketing
in the brave new world”, one keynote speaker reminded us that we live in societies not in markets. This statement is key to understanding the overwhelming
support for lottery monopolies by the public on every continent.
Generally speaking, monopolies are not desirable in a market economy, and
from a player’s perspective, one could certainly imagine that less is offered.
But, from a citizen’s perspective it becomes clear that society as a whole benefits from the profit made by a lottery monopoly. This societal benefit would
not occur if lotteries only existed in markets where the “customer is king”, as
the for-profit gambling entities often express it. For lotteries, the citizen is king.
Citizens enjoy playing the lottery and appreciate its capacity to allocate money
from the profit of its games to support good causes.
Our seminars also provide a platform for the exchange of ideas. This is one of
the main objectives of the WLA. In order to increase membership value and to
augment the quality our seminars, the WLA Executive Committee has introduced a “Scholarship Program” wherein member lottery professionals are invited to speak at WLA seminars. Further details on this “Scholarship Program”
can be found on page 36.
The revenue statement for 2012 is currently being audited and the outcome
looks promising. We expect a positive result of CHF 900,000. About half this
amount comes from the proceeds received from WLS 2012 in Montreal. The
financial statement for 2012 will be available in the member section of the
WLA website some time in May 2013.
Best wishes to our members throughout the world!
Jean Jorgensen, Executive Director, WLA
WLA magazine | No. 37 | Spring 2013
3
INTERVIEW WITH
I N T E RV I E W W I T H TTHE
H E P R E S IPRESIDENT
DENT
Vigilance, education, and
the need for harsher sanctions
WLA President Jean-Luc Moner-Banet attended the INTERPOL conference on match-fixing in Kuala
Lumpur in February this year, where delegates from 43 countries recognized the need for closer
cooperation and better information sharing on a global scale if the fight against match-fixing
is to be effective. We asked him where the WLA stands on this issue and where its priorities lie.
that a larger number of those matches cited
at the Europol press conference had already
been dealt with. Do you feel that measures
that have been put in place in the last few
years, such as the FIFA Early Warning
System and the European Lotteries Monitoring System (ELMS), are proving to be effective?
The measures put in place in recent years
to detect and report suspect betting,
such as the FIFA Early Warning System
and the European Lotteries Monitoring
System (ELMS), are effective but they
need a broader scope. The principle is
sound: When the stakes are too high, the
bet is blocked and an alert is sent to the
sports federations concerned. For example, this method enabled La Française des
Jeux to discover several dubious matches
at the end of 2012 in the French handball
championship.
What is the role of lotteries, and of the WLA,
in the fight against match-fixing?
The growing number of fixed matches is a
major threat to sports in general and also
to lottery companies and their activities.
It is therefore vital for betting operators
– including WLA Members – to put in
place monitoring and warning systems.
In particular, the WLA must work towards greater regulation of legal operators and stronger measures to fight illegal
gaming on the Internet. We must also
create an awareness on the part of governments, sports federations, and police
forces to make them understand that they
are key players in this struggle.
4
Who are the main stakeholders in the fight
against match-fixing?
European Lotteries (EL) and the WLA
are engaged in this fight. They are cooperating in the initiatives taken by international police organizations, such as
INTERPOL and Europol, and the major
international sports federations, such as
FIFA, UEFA, and the IOC. All these bodies are heavily committed to the prevention of match-fixing. Governments, for
their part, must take measures to combat
illegal offerings on the Internet, which are
the root cause of the problem.
At a Europol press conference, held on
February 4 in the Netherlands, it was announced that 680 games, including 380 professional matches in Europe, were fixed
within the last four years. FIFA has since said
The WLA General Meeting in Montreal approved a plan to expand ELMS into a global
monitoring system. How is the expansion
going?
The project is well under way. Extension
of verifications and regulation in the field
of sports betting is an important battleground for the WLA, and we are actively
engaged in raising awareness among all
the partners concerned. It is essential
for betting operators to be able to put
in place effective supervision systems to
identify suspect betting and thereby safeguard the integrity of their own activities.
The extension of the ELMS system to the
other regional associations will enable
WLA Members to adopt common standards and rules for issuing alerts.
INTERVIEW WITH
I N T E RV I E W W I T H TTHE
H E P R E S IPRESIDENT
DENT
How can the world lottery community build
effective partnerships with law enforcement
and sports organizations to curb matchfixing?
The fact is that all the actors involved –
sports federations, police forces, judicial authorities, and gaming operators –
must better coordinate their efforts by
exchanging their information and sharing the most effective instruments to fight
corruption in sports. The WLA must be
exemplary in this regard by clearly showing its determination. There is a need to
apply and promote rules that protect the
integrity of sports and of sports betting.
Legal operators must therefore undertake
to propose verified bets with little risk to
the main bodies concerned, eliminate all
suspect betting, and encourage the adoption of anti-money laundering laws in
their respective jurisdictions.
Are there legal or legislative barriers to the
global fight against corruption in sports?
To enable an effective fight to be waged
against the manipulation of sports matches on a world scale, the major players on
all continents must first be integrated into
the warning system. Then, there is a clear
need to educate the sports movement, especially young people, about how to deal
with organized crime. The legal aspect
“There is a need to educate
the sports movement, especially
young people, about how to
deal with organized crime.”
is grafted onto these first two facets: the
judicial authorities and the police need
access to better investigative resources
and a more extensive arsenal of laws and
criminal law provisions than is the case at
present. The laws must provide for more
severe penalties for cheats and manipulators of matches.
Although disciplinary action has been taken
against players and referees involved in
match fixing it would seem that little has
been done to bring the real criminals behind
corruption in sports to justice. What would it
take for that to happen?
First, monitoring systems must become
more sophisticated because the fraudsters are very cautious and know how to
protect themselves effectively. The brain
behind a network generally has a number
of trusted allies whose role it is to corrupt players and referees in any number
of countries. To muddy the waters and
avoid arousing suspicion, the criminals
spread their bets widely via groups of betting accomplices. In a situation like that it
is hard to produce evidence in the courts.
Even so, criminals need to be exposed to
more severe punishment. A strong signal must be given to that effect, first by
harmonizing anti-corruption legislation
and second by arresting major criminals
known to be heading up match-fixing
networks.
Is there a correlation between the growth in
online gambling in recent years and the rise
in match-fixing?
Although the principle of match-fixing
is nothing new, the Internet has globalized the phenomenon by abolishing frontiers. The problem does not stem solely
from the number of sites known to exist
– there are said to be 25,000 gaming sites
worldwide – but also from the proliferation of different types of betting. With
this explosion of the activities of webbased operators, most of them illegal,
the risks of manipulation have increased
accordingly. If the fight against matchfixing is to be effective, it must involve
measures that make it possible to block
access to illegal sites or stop their financial transactions.
An international convention to combat the
manipulation of sports is being drafted by the
Enlarged Partial Agreement on Sport (EPAS)
for presentation to the Council of Europe.
Have the lotteries contributed to this project?
As recent investigations by Europol have
shown, the phenomenon of match-fixing
is developing on an alarming scale and
is even threatening the very survival of
some sports. In this environment it is essential to continue to promote the positive values of sport and to put forward
recommendations for young athletes.
Sports federations, judicial authorities,
and legal gaming operators have been involved from the outset in the project initiated by EPAS. As the WLA President, I
am playing a full part in the preparatory
work for this international convention
to prevent manipulation of the results
of matches just as I am participating in
the other initiatives taken with the same
aim in mind by INTERPOL, FIFA, and
the IOC.
A Council of Europe anti-doping convention
has existed for more than 25 years. This has
helped to raise public awareness of the problem, albeit reports of doping are still in the
headlines. What could we hope to achieve
through a Council of Europe Convention
against match-fixing?
“The police need access to
better investigative resources
and a more extensive arsenal
of criminal law provisions.”
As was the case with doping at the time,
the fraudsters are well ahead of the fight
against match-fixing. In many respects
the phenomenon of match-fixing is more
serious and more complicated than doping, the ramifications of match manipulation are much more extensive. That
means there is a clear need for an international convention to create an awareness
on the part of countries all over the world
and encourage them to adopt a zero tolerance policy on match-fixing.
The fact is that only the courts and the
police force have the authority and the
resources needed to investigate, for instance by asking credit establishments
to provide information. The convention
against match-fixing militates in that direction. It will enable provisions for fraud
in sports to be embodied in the criminal
law of all the Member States. We hope
that this in turn will lead to a stronger
arsenal of laws and penalties, not just in
Europe but everywhere else in the world
as well.
5
ASSOCIATION
A S S O C I AT I O N B U SBUSINESS
INESS
WLA announces revamped
Contributors Program
Since 2001, the WLA Contributors Program has been a pillar
of the world lottery community. In 2012, the WLA announced
changes to the Contributors Program aimed at ensuring it remains the premier affiliates’ program for lottery industry suppliers and vendors alike.
The WLA Contributors Program, open to
WLA Associate Members that are leading
suppliers of the lottery industry, offers standardized privileges to participants. Since
2001, the Contributors Program has played
a central role in the WLA’s relations with
the world lottery community, helping to
ensure the continuity of supplier relations
with WLA member lotteries and supporting
WLA events, member services, and projects.
To better accommodate the changing needs of
the WLA Contributors, the WLA revamped
the Contributors Program at the end of 2012.
Important changes to the program include
the introduction of a simplified three-level
membership model for lottery suppliers, limiting the number of top-level Contributors to
ensure the exclusivity of the program, and
the expansion of the benefits package for toplevel Contributors. The membership model
for the Contributors Program now comprises Platinum, Gold, and Associate Member
levels, with the Silver level of the program
having been retired. The number of Platinum
and Gold Contributors is now limited to four
sponsors at each level. From January 1, 2013,
the expanded level of service now offered to
top-level Contributors includes:
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Show benefits, including free delegate registrations to each Convention and Trade
Show, a reduction on the cost of Trade
Show exhibition space, and increased visibility at each biennial event.
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as free registrations at WLA seminars, including seminars held in cooperation with
the regional associations, and speaker invitations to WLA educational events.
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each issue of the magazine, an advertising allowance and the right to submit
Contributor-sponsored articles to be considered for publication.
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ipation in the development of the WLA
Responsible Gaming Framework certification program for Associate Members.
Commenting on the changes to the WLA
Contributors Program, WLA President JeanLuc Moner-Banet said, “The WLA Contributors Program was the first of its kind in the
lottery industry. The present updates to the
program, which were made in consultation
with the Contributors, ensure the program
meets the needs and requirements of the
Contributors today. Moreover, the revisions
to the program should help to cement the
central role the Contributors Program will
play in the WLA’s relations with the world
lottery community in the coming years.”
The revamped program has been welcomed
by the lottery industry in general. GTECH,
INTRALOT, and Scientific Games, all previously Platinum Contributors under the old
Contributors Program, remain as Platinum
Contributors under the revamped program.
WLA Associate Member Jumbo Interactive
has stepped up to become a Platinum Contributor, completing the Platinum Contributor sponsorship level of the program. The
WLA thanks Jumbo Interactive for their investment in the lottery industry and extends
a warm welcome to its newest Platinum
Contributor.
Aristocrat, previously a Platinum Contributor under the old Contributors Program,
has elected to become a Gold Contributor
under the revamped Contributors Program.
Pollard Banknote, formerly a Silver Contributor under the old Contributors Program, has stepped up to become a Gold
Contributor to take advantage of the revised program’s offerings. Betware, previously a Silver Contributor under the old
Contributors Program, is now a WLA Associate Member. Several other WLA Associate
Members are currently reviewing the membership model of the revised Contributors
Program and are considering joining the revamped program at a later date.
The WLA thanks all Contributors for their
support of the WLA and its members, and
commits to ensuring that the WLA Contributors Program remains the premier affiliates’
program for lottery industry vendors and
suppliers in the coming years ahead.
New staff member at the WLA Business Office in Basel
Francine Waldvogel joined the WLA office
in February as an executive assistant. Prior
to joining the WLA, Francine spent fourteen
years as an events manager and coordinator for a major global healthcare solutions
provider. Hailing from Mulhouse, France,
she holds a Brevet de Technicien Supérieur
– equivalent to a Higher National Diploma –
in office administration. Fluent in French
and English, she is also proficient in business
6
German, holding the
WiDaF (Deutsch als
Fremdsprache in der
Wirtschaft) certificate
from the GermanFrench Chamber of
Commerce. Francine’s
responsibilities at the
WLA include office
administration, assis-
Francine Waldvogel
tance with convention and seminar organization, and facilitating member services. In
the latter capacity, she is particularly looking
forward to working with the WLA’s members
and strengthening the WLA’s relations with
its various stakeholders. Married with three
daughters, Francine enjoys cooking, gardening, and skiing in her spare time. Francine
can be contacted at [email protected]
or on +41 61 284 1508.
ASSOCIATION
INESS
Jorge Rodriguez appointed
to WLA Executive Committee
Mr. Jorge Rodriguez, President of the Asociación de Loterías, Quinielas y Casinos Estatales
de Argentina (ALEA) and First Vice President
of the Corporación Iberoamericana de Loterías y Apuestas de Estado (CIBELAE), was
appointed to the WLA Executive Committee
in March, 2013. Mr. Rodriguez replaced the
outgoing Executive
Committee member,
Mr. Benjamín González Roaro.
Mr. Jorge Rodriguez
After graduating with
a specialization in
business from the
Escuela de Enseñanza
Media N° 1, in his
home district of Daireaux, Buenos Aires,
Mr. Rodriguez began his career in 1975 as
a civil servant working in an administrative
capacity for the management of the Provincial Racecourses. The Provincial Racecourses
were incorporated into the Provincial Lottery
under a directive of the Economics Ministry
in 1979.
In 1985, Mr. Rodriguez became Acting Head
of Coordination and Internal Procedures at
the Provincial Lottery, the beginning of a
steady rise through the Argentinian civil
service. In 1990 he was designated Director
of Racecourses and Casinos of the Provincial
Institute of Lotteries and Casinos (IPLC),
and in 1992 he was appointed member of
the board. In January 2000 he served for a
brief time as advisor to the President of
IPLC, and in February 2002 he was appointed as Cabinet Advisor to the Director. He
served in this position until April 2003.
In May 2003 he was reappointed as Director
of Racecourses and Casinos of the IPLC,
and in September 2009 became President,
a position he continues to hold to this day.
In May 2012, Mr. Rodriguez was appointed
President of ALEA and First Vice President
of CIBELAE. Upon his election as President
of ALEA, Mr. Rodriguez said that in addition to strengthening the lottery sector at
the national level, he hoped to maintain
the international presence of CIBELAE
through its collaboration with the WLA.
The WLA welcomes Mr. Rodriguez to the
WLA Executive Committee and hopes
for a fruitful and mutual association with
both CIBELAE and ALEA going forward.
New APLA Executive Committee elected
At the last APLA General Meeting, held
on Thursday, November 29, 2012 during
the annual APLA Regional Conference in
Sydney, Australia, a new APLA Executive
Committee was elected.
The delegates of the APLA General Meeting
voted the following individuals into office:
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CEO of Singapore Pools.
Mr. Tan was elected as APLA Chair.
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CEO of Magnum Corporation Berhad.
Mr. Lin was elected APLA Vice Chair.
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CEO of the New Zealand Lotteries
Commission.
Mr. Tan Soo Nan is also currently a member
of the WLA Executive Committee.
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President of the Japan Lottery Association.
Elected as regular APLA Executive Committee members were:
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CEO of Lotterywest.
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Executive Director of Customer Service and
Marketing at the Hong Kong Jockey Club.
Ms. June Roache, Chief Executive of SA
Lotteries became Immediate Past Chair.
Ms. Roache is also currently the Vice President of the WLA.
Ms. Jody Nunn, Senior Manager of Corporate Communications at Lotterywest, was
designated Administrator of the APLA Secretariat, and Mr. John Teo, CFO at Singapore
Pools, was designated as APLA’s Treasurer.
APLA Chairs past and present. From left to right: Mr. Tan Soo Nan (2012–); Ms. June Roache
(2008–2012); Mr. Henry Chan (2004–2008); and Ms. Jan Stewart (1999–2004).
Mr. Tan Soo Nan is the fourth elected Chair
of APLA since its inception in 1999. During the 2012 APLA Regional Conference
Mr. Tan came together with his three predecessors for a brief photo session. Shown in
the accompanying photo are all four past
and current APLA Chairs together.
7
ASSOCIATION
INESS
Manitoba Lotteries Corporation:
The WLA’s first Collaborating Member
On September 12, 2012, at the WLA General Meeting in Montreal, Canada, the delegates approved
the establishment of a new member category – that of Collaborating Member. This new category
of member was created to accommodate an emerging form of entity, which does not fit the standard
criteria for WLA membership. The WLA is both honored and pleased to announce that Manitoba
Lotteries Corporation has become its first Collaborating Member.
In recent years there have been a number
of lottery and gaming entities that have expressed interest in becoming WLA members, although they do not meet all the
criteria for standard WLA membership.
These are entities that are affiliated with or
closely tied to WLA member lotteries. Some
are government entities that are shareholders of WLA member lottery organizations,
while others are lottery corporations that are
licensed to sell the products of the official
lottery authority of a particular jurisdiction.
Realizing the value of these organizations as
potential WLA members, and in an effort
to strengthen the fabric of the world lottery
community, the WLA Executive Committee
sought to establish a category of membership in addition to Regular Member and
Associate Member. Hence, the Collaborating
Member category was created, successfully
accommodating this new type of entity.
A Collaborating Member may participate
in WLA events, and where applicable is eligible to be certified under either the WLA
Security Control Standard (WLA-SCS) or
the WLA Responsible Gaming Framework
(WLA-RGF). However, the Collaborating
Member does not have the right to vote, as is
the case with regular WLA members.
To become a Collaborating Member a lottery
or gaming entity must provide a written endorsement from the WLA member with which
they are affiliated, and their business practices must be compatible with the aims and objectives of the WLA. Potential Collaborating
Members must first be approved by the
WLA Executive Committee, whose decision
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solution that lets agents rapidly scan — and accurately
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8
ASSOCIATION
INESS
to approve the Collaborating Member candidate is then subject to ratification by the
delegates of the WLA General Meeting.
At the last WLA General Meeting held on
September 12, 2012 in Montreal, Canada,
the delegates approved the measure to create the Collaborating Member category. As
such, the way was open for the WLA to receive its first Collaborating Member.
processes, Manitoba Lotteries Corporation
directs its income back to the Province of
Manitoba in support of such programs as
health care, education, and community services. In 2011/2012 Manitoba Lotteries provided
almost CAD 343 million for reinvestment into
these and other priority programs.
close to 4,000 direct and indirect jobs within
the provincial economy. Their lottery ticket and VLT products are delivered through
networks that support Manitoba’s retail sector, hotels and restaurants, and Veterans’
organizations. Winnipeg’s casinos generate
economic benefits for other sectors such as
entertainment, food and beverage, the trades,
and more. The casinos are a major tourism attraction, generating approximately CAD 35
million in gross economic activity per year.
Manitoba Lotteries Corporation
The WLA is proud to announce that Manitoba
Lotteries Corporation of Winnipeg, Canada,
is the first entity to achieve Collaborating
Member status. Manitoba Lotteries Corporation is a Crown corporation of the Province of
Manitoba. They operate the Club Regent Casino, McPhillips Station Casino, Video Lotto,
and PlayNow.com within the province. They
also distribute and sell lottery products operated by the Western Canada Lottery Corporation, such as Sport Select, and Lotto 6/49.
Integrating economic, social, and environmental considerations into all its business
Local governments throughout Manitoba receive annual unconditional grants from the
Province that are made possible through
Manitoba Lotteries VLT revenues. In 2011/
2012, approximately 10% of VLT revenues, or
CAD 16.5 million, was returned to local governments. An additional CAD 46 million, or
about 25% of VLT revenues, was invested into
local economic development projects. These
projects are funded through the Province of
Manitoba’s Rural Economic Development Initiatives and the Urban Development Initiative.
Manitoba Lotteries Corporation generates
Manitoba Lotteries also directly supports hundreds of organizations and fundraising events
annually through its Community Support
programs. In 2011/2012, it provided CAD 5.8
million to non-profit community organizations. This was achieved through the Casinos
of Winnipeg’s Bingo Volunteer Program and
through sponsorship of additional Manitoba
events and community organizations.
The WLA extends a warm welcome to
Manitoba Lotteries Corporation and looks
for ward to serving all our Collaborating
Members in the future.
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9
INSIGHT
I N S I G HINSIGHT
T
Match-fixing:
Promoting a global response
As new evidence emerges of large-scale manipulation of sports results for financial gain, recent
media coverage has once again underscored the need for vigilance in the fight against match-fixing.
How are lotteries and sports betting operators helping to combat the problem? And what is the
role of the gaming community in the global effort to protect sport’s basic values of fair play, respect,
and discipline?
Match-fixing was in the headlines again in
early 2013 after Europol announced that 425
match officials, club officials, players, and
serious criminals, from more than 15 countries, were suspected of being involved in
attempts to fix more than 380 professional
football matches. The games include World
Cup and European Championship qualifica10
tion matches, two UEFA Champions League
matches, and several top-flight matches in
European national leagues. A further 300
suspicious games were identified in Africa,
Asia, and South and Central America.
The reactions have reverberated across the
world of sports and sports betting.
A multi-jurisdictional problem
INTERPOL Secretary General Ronald K.
Noble has warned that unless police are
permitted by laws and judicial authorities
to share information in real time, the global
fight against match-fixing will not be won.
“Criminals are exploiting the speed and
flexibility advantages that 21st century
INSIGHT
I N S I G HINSIGHT
T
© Marko Schoeneberg - Fotolia.com
For effective cooperation, information
needs to be shared in real time and across
time zones, cultures, and judicial systems.
technology and betting schemes offer,”
he told delegates from 43 countries at an
INTERPOL conference in Kuala Lumpur
in February 2013.
“It is not that law enforcement agencies
lack the technology. It is that collectively
we lack the culture and legal power to take
advantage of these advances.” said Secretary
General Noble. “The days of thinking only
about the secrecy of the investigation within
each individual jurisdiction are over.”
INTERPOL is now expanding the mandate
of its international match-fixing task force
and supporting efforts to get the evidence of
alleged match-fixing to local police and law
enforcement agencies around the world.
Tip of the iceberg
The Europol and INTERPOL conferences
have highlighted some stark realities about
the breadth of the problem facing the sports
movement, also throwing light on the deWLA magazine | No. 37 | Spring 2013
gree to which organized crime, particularly
in Asia, has targeted football.
So far, the warning systems that are in place
have tended to concentrate on the larger betting operators in Europe. But it is harder for
official bodies to reach out to smaller operators, and of course to the many semi-legal
or illegal betting companies operating in different parts of the world.
The dramatic growth in Internet sports betting since the mid-1990s has clearly exacerbated the problem. And match-fixing is
a threat to all sports, of course, not only
football. Every sporting event, including
matches in less popular disciplines such
as handball, as well as lower-level league
games which attract less media attention, is a
potential target for match-fixers.
What can lotteries do?
About half of all WLA Members now offer sports betting in one form or another.
Acting through EL and the WLA, they have
already put in place monitoring systems
with sports organizations to monitor betting
and alert the sports authorities if suspicious
patterns are detected.
The European Lotteries Monitoring System
(ELMS) was started on voluntary basis in
2005 and became fully operational in 2009,
with 19 members from 18 countries and infrastructure provided by Danske Spil near
Copenhagen. The system initially monitored
UEFA and FIFA tournaments and has since
expanded to include European national
league matches as well. Between 1,500 and
2,000 matches are currently monitored every
month and EL plans to expand its monitoring system further in the future.
Beyond monitoring
In addition to stepping up its efforts to
support monitoring of suspicious betting
patterns, EL sponsored a major study on
match-fixing in 2011, which published its
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deliver the results that are needed to protect
sports effectively.
© Brasil2 - istockphoto.com
INTERPOL has embraced this reality in
recent years and has launched a number of
large-scale initiatives to combat match-fixing and the involvement of organized crime
in sports and sports betting.
recommendations as a white paper in early
2012. 1 Drawing on these recommendations,
EL has adopted a Sports Integrity Action
Plan, a seven-point policy document calling for concrete actions in the field of sports
integrity and underscoring the importance
of a multi-faceted approach to the problem.
In particular, it calls for further action to
fight against illegal operators and create a
strong legal framework. Current criminal
law provisions against the manipulation of
sport events are not sufficient, and clear
criminal procedures are needed to tackle
this problem effectively, including sanctions
with a clear definition and sufficient common standards.
Further priorities include continued efforts
to support education and prevention programs, and better corporate governance
practices by operators, including conflict-
of-interest provisions for both betting operators and employees.
Regulators also have a key role to play, and
the EL plan urges them to be “very vigilant
in terms of determining the risks involved
in all the betting systems, types of competition and betting formulas that are offered
to the public”.
Last but not least, the seven-point program
underscores the vital importance of international cooperation and coordination, and in
particular law enforcement cooperation between police and judicial authorities across
borders.
The all-important global
dimension
Given the transnational nature of match-fixing, and the increasingly online dimension
of sports betting, only a global effort can
The Global Lottery Sports Betting Monitoring System
As well as cooperating directly with the
FIFA Early Warning System, the WLA
is working with representatives of the
regional associations to propose ways
to create a global lottery sports betting
monitoring system.
The Global Monitoring System is
likely to be built upon the ELMS
to monitor sports betting on a global
scale, while the ELMS will continue
to operate in Europe under the same
name.
A dedicated Integrity in Sport unit has been
set up to develop and implement a training program within the INTERPOL Global
Complex for Innovation which will open in
Singapore in 2014. FIFA entered into a 10-year
initiative with INTERPOL in 2011 to develop
and implement a global training, education,
and prevention program with a focus on regular and irregular betting as well as matchfixing. As part of this initiative, INTERPOL
is conducting a series of training workshops
around the world for players, referees, regulators, and law enforcement officials.
The Integrity in Sport unit also organized
a panel session at the International AntiCorruption Conference in Brazil in November 2012. The same month in Singapore,
INTERPOL brought together some 50 international sports integrity experts to determine
how academia can play a role in developing
and implementing educational lines of study,
training modules, and courses, including certification procedures, to prevent match-fixing.
What are the sports federations
doing?
Today, individual sports federations address
these issues with their own rules and recommendations, best practice guidelines, and
codes of conduct.
Football’s international federation, FIFA,
unveiled a $25m plan in 2011 to work alongside INTERPOL to help crack down on
match-fixing and illegal betting. The money
will be spent on a 10-year anti-corruption
program to educate players, referees, and
officials, including a FIFA anti-corruption
training wing based at INTERPOL’s global
offices in Singapore.
As part of its system to detect suspicious
betting patterns on its games, FIFA has
agreements with more than 400 betting operators, primarily for-profit operators but
1 Sports Betting and Corruption: How to Preserve the Integrity of Sport, Institut de Relations Internationales et Stratégiques (France), University of Salford
(United Kingdom), Praxes Avocats (France) and China Center for Lottery Studies (CCLS), China, 2012
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also with state lottery associations including
the WLA. Under a certification process introduced in 2012, operators can be certified,
against an annual fee, as an incentive for
them to comply with FIFA standards.
UEFA, the European football association,
also has an monitoring system in place
under an agreement with Sportradar, the
world’s leading supplier of sports and betting-related data.
In addition, organizations such as the IOC
and SportAccord have issued model rules for
international and national sports federations.
Towards an international convention
The Council of Europe’s Enlarged Partial
Agreement on Sport (EPAS) initiative
aims to promote sport and emphasize
its positive values, establish international
standards, and develop a framework
for a pan-European platform of intergovernmental sports cooperation, while
at the same time helping the public authorities of member States of the EPAS,
sports federations, and NGOs to promote sport and make it healthier, fairer,
and better governed.
The SportAccord
Integrity Package
international sporting events, has developed
a Global Program to Stop Match-fixing in
Sport, which includes an Integrity Package
to support an ethical and socially responsible sports movement.
SportAccord, the umbrella organization for
both Olympic and non-Olympic international sports federations and organizers of
The Integrity Package comprises five tools for
use by international sports federations, ath-
34 countries are currently members,
and 25 sports organizations (including
ENGSO, UEFA, and the IOC) are partners
and make up its Consultative Committee.
In 2013, the EPAS program of activities
includes the process of negotiating a
draft international convention to combat the manipulation of sports results,
involving national authorities and their
sports, law enforcement, and betting
regulation sectors.
letes, and officials. Sports governing bodies can tailor the tools to their own sports,
including international and national sports
regulations, national betting regulations, and
sports corruption legislation. The package
includes an e-learning program, which was
made possible by funding from the WLA
and the EL, and has recently been revamped.
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INTERPOL’s landmark conference –
‘Match-fixing: the ugly side of the beautiful game’
In January 2013, INTERPOL organized
a landmark international conference –
entitled Match-fixing: The ugly side of
the beautiful game – which brought
together the Secretaries General of
INTERPOL, FIFA, and UEFA for the first
time in history. Delegates from 50
countries gathered in Rome to discuss
the threats posed to football by matchfixing and ways to further improve
its prevention and investigation.
In February, the conference was held
again in Kuala Lumpur, in partnership
with the Asian Football Confederation
(AFC) and the Malaysian Anti-Corruption
Commission (MACC), to identify the tactics used by organized crime networks behind this global threat. It was INTERPOL’s
first match-fixing conference in Asia.
Some 170 delegates from more than
40 countries and 10 international organizations discussed ways to further
improve prevention and investigation
of match-fixing in football. Delegates
included officials from international organizations including FIFA, AFC, FIFPro,
SportAccord, and INTERPOL, senior representatives from national football associ-
ations, players’ representatives, betting
organizations, and law enforcement.
In particular, they pointed to the importance of having internationally consistent
legislation regarding sporting fraud, and
voiced their support for the draft convention on the manipulation of sports being
prepared by the Council of Europe.
Delegates also requested consideration
of approaches to combat match-fixing
at the World Sport Ministers Conference
organized by UNESCO in Berlin at the
end of May 2013.
© INTERPOL
© INTERPOL
“It is not that law enforcement agencies lack the technology.
It is that collectively we lack the culture and legal power to
take advantage of these advances,” said INTERPOL Secretary
General Ronald K. Noble in Kuala Lumpur at the International
Criminal Police Organization’s first match-fixing conference
in Asia.
Key figures at the INTERPOL international conference ‘Match-fixing: the ugly side of the beautiful game’ – From left to right:
FIFA Director of Security, Ralf Mutschke; INTERPOL Director of Capacity Building and Training, Dale Sheehan; Asian Football
Confederation (AFC) Acting President, Zhang Jilong; and AFC General Secretary Dato’ Alex Soosay.
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Training and awareness
The RealPlayer program is a free, generic e-learning program aimed at informing
athletes and referees about the dangers of
match-fixing to their careers, reputation,
and lives. Each module is made up of case
studies, with videos reports, personal testimonials, and checklists.
© Courtney Keating - istockphoto.com
RealPlayer shows how gangsters and gamblers may target athletes and officials. It
shows how gambling addiction is a dangerous gateway to corruption. RealPlayer
teaches athletes and officials how to avoid
these problems and what to do if approached
to corrupt sport. The program features top
experts in the field, people with real-life experience to help athletes and officials protect
themselves.
Customization and certification
While keeping its global structure, components of RealPlayer can be tailored to
reflect the specific cases, characteristics,
and regulations of a sport. This can include
incorporation of new logos, photos, text,
and videos. Should a federation or organization decide that it should be mandatory
for all for athletes and officials to complete
the awareness program, a learning management system can be incorporated to manage
certification.
The SportAccord Integrity Package also includes a code of conduct for athletes and
officials and a set of model rules on sports
integrity in relation to sports betting.
The Model Rules for all International Sports
Federations and Organizations cover issues
such as how to regulate participants’ betting activities, what constitutes Inside
Information, and how to establish disciplinary procedures and sanctions. They also
include recommendations regarding data
exchange.
The SportAccord Guide to Integrity in Sport:
Understanding and Preventing Match-Fixing
is designed as a practical guide for sports
federations, and provides insights into the
problem of betting, crime, and match-fixing.
Regularly updated, hard copies can be provided to sports governing bodies for dissemination within their organizations. The
Integrity Guide can also be tailored to match
the specific characteristics of an organization.
Sports governing bodies are encouraged
to ensure that all participants are automatically bound by and are required to comply
with all of the provisions of the rules related
to sports betting. In addition they are encouraged to ensure that participants familiarize themselves with all rules related to
sports betting, including what constitutes an
offence. More on SportAccord can be found
on their website at www.sportaccord.com.
The Integrity Database is a unique repository
of legislation and regulations on betting issues. It is organized by country and by sport,
helping to promote better knowledge globally
about existing approaches to combat matchfixing in sport and how betting activities are
regulated in countries around the world.
Growing mobilization
SportAccord can provide legal assistance to
sports governing bodies in establishing sports
betting and match-fixing related provisions
within their statutes and internal regulations.
SportAccord Code of Conduct on Sports Betting
Integrity for Athletes and Officials
Guiding Principles
1. Be Smart: know the rules
2. Be Safe:
never bet on your sport
3. Be Careful: never share sensitive information
4. Be Clean: never fix an event
5. Be Open: tell someone if you are approached
The latest media coverage of match-fixing
has focused the public’s attention on the
global scale of the problem and the role
played by organized crime. Meanwhile,
sports federations are stepping up their
training and awareness efforts and working with betting operators and gaming
associations, including EL and the WLA,
to expand the scope of their suspicious
betting monitoring systems. Most importantly, however, there is a need for an international legal framework, with clearly
defined laws and sanctions, so that sports
federations, police forces, judicial authorities, and gaming operators can work together effectively to bring the criminals
to justice. The WLA will continue to work
alongside sports federations and judicial
authorities to press for action on an international scale to protect the worldwide
sports movement from match-fixing and
the other pernicious effects of unregulated
sports betting.
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Colin Weir, 64, and his wife Chris, 55, of Ayrshire, Scotland, celebrate after winning €185 million in the EuroMillions lottery draw
of July 12, 2011. Their win is the largest in UK history to date. (Photo courtesy of Camelot UK Lotteries Ltd.)
Lottery’s Big Draws
Colossal lottery jackpots have become a recurring theme in recent years. Last year the US witnessed
the two largest jackpots ever, both over US$500 million. Nine out of the ten biggest lottery wins
in US history have all taken place in the last ten years. With the advent of the cross-selling of Mega
Millions and Powerball games, and recent changes to the structure of the Powerball game, the trend
towards bigger jackpots in the US is only likely to continue. In Europe, a similar trend has emerged,
with more than 20 jackpots over €100 million having been recorded since 2006.
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March 2012: The US$656 million
Mega Millions draw
On Friday, March 30, 2012, three lucky winners shared in the largest top-tier lottery
jackpot in history – a staggering US$656
million. With no player matching all five
numbers since January 24, the jackpot rolled
over on each of the previous 18 draws. Each
winner was expected to receive more than
US$213 million before surcharges and taxes.
All three winners – one each from Illinois,
Kansas, and Maryland – chose to remain
anonymous.
Up to the end of normal business hours on
Thursday, March 29, the first prize had stood
at US$540 million. In the space of 24 hours,
the jackpot shot up more than US$100 million to US$656 million. The 42 US states participating in the Mega Millions game were
gripped by lottery fever, with some 400 million Mega Millions tickets being sold in the 48
hours leading up to the draw. Lottery officials
estimated that customers spent some US$1.5
billion on tickets for the draw – the equivalent
of nearly US$5 for every man, woman and
child in the United States – with US$429 million being spent on tickets on Friday, March
30 alone. Buddy Roogow, NASPL President
and director of the Washington, D.C., Lottery
– which issued a commemorative “I Played
The World’s Largest Jackpot” ticket to celebrate the event – said in USA Today 1 that “It’s
uncharted territory.” Whereas a regular Mega
Millions draw sees tickets sales of 250,000 in
the US capital, sales on March 30, topped one
million.
immense wealth. In an interview with CBS
News 2, the reaction of David Kramer, a lawyer in Lincoln, Nebraska, was typical. “To me,
the value of the lottery ticket isn’t the realistic
opportunity to win”, he said (the odds of winning the top tier prize in Mega Millions are
1 in 175,711,536). “It’s the fact that for three
days, the daydreaming time about what I
would do if I won is great entertainment and,
frankly, a very nice release from a normal day.”
Beyond the three winners of the top tier
prize, 161 other people won US$250,000 or
more. According to the Multi-State Lottery
Association (MUSL) 3, three ticket-holders
won US$1 million each, and 158 others
won US$250,000 for matching the first five
numbers drawn. 897 people matched four
numbers and won US$10,000.
The mega-draw proved to be a bonanza for
good causes, too. Fully 35% of the historic
draw’s sales were returned to various state
governments for disbursal to good causes.
Approximately 50% went back to ticket holders in the form of winnings, while 15% went
to retailer commissions and lottery operating expenses, including bonuses to the stores
selling the winning tickets. In an NBC News 4
report, Carole Everett, spokeswoman for the
Maryland Lottery, said Ethiopian immigrants
Abera and Mimi Tessem, owners of a 7-Eleven
in Maryland that sold one of the winning tickets, received a US$100,000 seller’s bonus.
The unprecedented rush for tickets prompted long queues outside grocery stores, filling
stations, and other lottery retailers across
the country. An estimated 100 million
Americans participated in the draw. In some
places along the California-Nevada border,
people began lining up to buy tickets as early as 6 a.m. on the day of the draw, waiting
as long as six hours for their chance to play.
Nevada is one of eight US states that does
not sell Mega Millions tickets.
What led to the long lines of people at convenience stores across 42 states was the chance
– however small – of instantaneously gaining
1
2
3
4
Mega Millions and Powerball jackpot winners at a New York Lottery Mega Millions
promotional event. (Photo courtesy of the New York Lottery.)
“Kan., Ill., Md. tickets share Mega Millions lottery jackpot”, USA Today, 31 March 2012.
“Long odds for winning Mega Millions jackpot”, CBS News, 30 March 2012.
“Three winning Mega Millions tickets sold”, ABC News, 31 March 2012.
“$640 million question: Who are the lucky three to share record Mega Millions jackpot?”, NBC News, 31 March 2012.
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an Audi Q7, while her husband said he had
always wanted to tour the Canadian Rockies
by train. Their children want to go to Disney
World. The Bayfords also intend to donate
to charity in addition to treating themselves
and providing for friends and family.
November, 2012: The US$588
million Powerball draw
Not to be outdone by the record-breaking
Mega Millions draw of March, 2012, Powerball witnessed its own record-breaking draw
a mere eight months later. With a top-tier
jackpot of US$587.6 million, the November
28, 2012 draw was the second largest in US
history. There had been no Powerball winner since the previous October 6.
August 2012: The €190 million
EuroMillions draw
Just five months after the record-breaking
US$656 million Mega Millions draw, Adrian
and Gillian Bayford of Suffolk, UK, scooped
the entire €190 million jackpot in EuroMillion’s biggest ever lottery draw on August 10,
2012. They beat odds of 116,531,800 to 1
to claim the main prize. On first hearing of
the family’s good fortune, their six-year-old
daughter Aimee asked if they had won
enough to go to Domino’s Pizza for dinner.
According to The Sunday Times Rich List,
their win places them 516th in Britain’s Rich
List, with their fortune rivaling that of celebrity chef Jamie Oliver (£150 million), singer
Tom Jones (£140 million), and musician Eric
Clapton (£130 million).
The Bayfords said the amount they won
was life-changing “not just for us, for everyone”. In comments to the WLA, these
sentiments were echoed by Matt Osgood,
Head of International Marketing Communications for Camelot Global Services, Ltd.
“What makes a EuroMillions win so different is that you’ve got millions of pounds
available to share with the people that mean
something in your life. Rather than being life changing, EuroMillions is lives
changing”, he said. The Bayfords said
they would look to repay people who
have helped them financially, both friends
and family.
Remarking on their windfall, Mrs. Bayford
said she was keen to buy the car of her dreams,
Adrian and Gillian Bayford of Suffolk, UK, celebrate after winning €190 million
in the largest EuroMillions lottery jackpot draw ever, held on August 10, 2012.
(Photo courtesy of Camelot UK Lotteries Ltd.)
5 “130,000 lottery tickets per minute”, The Washington Times, November 29, 2012.
6 “Arizona Powerball winner claims nearly $200 million prize”, CNN, 9 December 2012.
18
Again Americans went on a ticket-buying
spree, just as they had with the recordbreaking Mega Millions draw. In the hours
leading up to the draw, tickets were selling
at a rate of 130,000 a minute, according to
MUSL Executive Director Chuck Strutt 5.
That equated to 7.8 million tickets or sales of
US$15.6 million per hour.
Two winning tickets were sold: one in
Arizona and one in Missouri. The winners
were to collect approximately $192.5 million
each before taxes. An additional 8,924,123
players took home smaller prizes.
The Missouri winner was Mark Hill, a
52-year-old mechanic, who works for the
Hillshire Brands factory in Dearborn, a
town of some 500 people located 40 miles
(64 km) north of Kansas City. The Arizona
winner, a married man in his thirties, chose
to remain anonymous. In an interview with
CNN 6, Karen Bach, Director of Budget,
Communications and Products at the
Arizona Lottery, said that after buying his
ticket on the day of the drawing, the winner left his ticket overnight on the sun visor
in his vehicle. He retrieved it only the next
day, after he and his wife heard there had
been a winner in Arizona. Said Ms. Bach,
“They checked the numbers over and over
again and were just absolutely shocked [to
discover he had won]”.
Some other recent big wins
One of the most recent big wins in Powerball
prior to the November 28 draw went to
Louise White of Newport, Rhode Island,
who won US$336.4 million in Powerball
on February 11, 2012. At the time it was
the fourth largest Powerball jackpot in the
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A family spokesman said that White kept
the winning ticket in her Bible – which she
then slept with – until she could get to a
bank and put it in a safe deposit box. The
“vivacious” 81-year-old chose to accept the
lump sum payment of $210 million, rather
than 30 annuity payments paid out over 29
years. White will pay about $52.5 million to
the federal government in taxes and about
$14.7 million to Rhode Island in state taxes
on the win.
In the EuroMillions draw of July 12, 2011,
Colin Weir, 64, and his wife Chris, 55, of
Ayrshire, Scotland, scooped the entire €185
million jackpot in what is the UK’s biggest ever lottery win. The winners of five
of the top ten jackpots in the history
of EuroMillions have been British, as
more British players tend to take part
when the jackpot is particularly large.
The Weirs’ €185 million win was
equivalent to seven per cent of the
entire value of Scotland’s agriculture,
hunting, forestry, and fishing industries for 2011, with the prize earning
the Weirs an estimated £9,300 a day
in interest alone. The prize catapulted them into 430th place in the 2011
Sunday Times Rich List for Britain,
nine places beneath footballer David
Beckham and his fashion designer wife
Victoria Beckham, who have a combined
fortune of £165 million.
The Weirs said they intended to buy homes
for their daughter Carly, 24, a photography
student, and their son Jamie, 22, who works
in a call center. They also indicated they
(Photo courtesy of the
New York Lottery.)
history of the game and the seventh largest
win in US history. The jackpot win was the
first since the newly revamped version of
the Powerball game with a US$2 price point
debuted January 15, 2012.
wanted to travel. On their itinerary was the
Great Wall of China and Australia’s Uluru
(Ayer’s Rock). Both said they hoped their
new-found wealth would not change them.
“We are not flashy people”, Chris Weir said.
Quoting Microsoft founder Bill Gates, her
husband added: “With great wealth comes
great responsibility” 7.
7 “Lottery win: EuroMillions couple are ‘tickled pink’”, BBC, 15 July 2011.
Advertisement
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A billion-dollar draw?
®
Other big draws
“El Gordo”
Although the March, 2012 Mega
Millions jackpot broke US records with
its US$656 million top tier prize pool,
it is Spain’s Sorteo Extraordinario de
Navidad (Spanish Christmas Lottery),
popularly known as “El Gordo” (the
fat one”), that is generally recognized
as the lottery game with the largest
first prize jackpot. The Christmas Lottery
is also widely acknowledged as the
world’s largest lottery game, as measured by total prize payout. In the “fattest” El Gordo held to date, in 2011,
the first prize jackpot was €720 million,
while the total prize pool was a whopping €1,513 million.
The tickets for the Christmas Lottery
come with pre-printed 5-digit numbers.
Owing to the enormous popularity
of the game, each set of numbers on
each of the tickets is sold multiple
times, in several so-called “series”.
For example, in the 2011 draw, the
ticket with the number “00001” was
printed 180 times under different
series numbers. Because the drawing process matches winning numbers
against prizes, the jackpot is always
guaranteed to be split across multiple
winners. In 2011, the first prize jackpot of €720 million was paid out as
€4 million to each of the 180 tickets
with the winning number 58268.
20
Introduced in 1812 by a branch of the
Spanish Public Administration, the game
is currently administered by Loterías y
Apuestas del Estado. A cultural and social phenomenon in Spain, an estimated
98% of Spain’s population participates
in the Christmas Lottery.
SuperEnalotto
SuperEnalotto was created by SISAL in
1997 by modifying Enalotto, a well-known
Italian lottery that had been running since
the 1950s. The top tier prizes on offer in
the SuperEnalotto are among the largest
available in the world, because there is no
cap on jackpots on the one hand, and no
roll down of them on the other. Unfortunately, however, the odds of winning the
first prize jackpot are also among the worst
in the world, at a colossal 1 in 622,614,630.
To play SuperEnalotto, players choose six
numbers from a guess range of 1–90.
The bonus number (Jolly Ball) is drawn
from the same drum as the regular guess
set and is counted towards the second
prize of 5+1 only. To win the jackpot,
all six numbers of the regular guess set
must match the winning number selection. The Jolly Ball is not required to win
the jackpot and is counted towards the
second prize only.
In a record for the industry, the past eighteen months have witnessed seven top-tier
jackpots of over US$250 million coming
from just three block games – Mega Millions,
Powerball, and Euromillions. Beyond these
three games, however, numerous other wellestablished multi-jurisdictional games exist
around the globe. Canada has LOTTO Max
and LOTTO 6/49, Australia has OZ Lotto,
Scandinavia has Viking Lotto, and in 2012
a second multi-jurisdictional game, EuroJackpot, was introduced in Europe.
Block games for Africa and Latin America
– and even a world draw – are also on the
table. With the number of block games increasing around the globe each year, bigger
and bigger prizes are an obvious way of encouraging public interest in lottery games at
a time when large prize pools are already on
the increase. As such, it seems surely only a
question of time before we see the world’s
first billion-dollar jackpot. As “More, Bigger,
Better” – Powerball’s latest advertising slogan – summarizes, the trend toward megajackpots appears to be unstoppable.
In 2009, SuperEnalotto experienced a
m
rollover of more than seven months from
the end of January and into August. The
rollover became such a worldwide sensa-tion that some people even flew to Italy
8
just to participate. The jackpot of €147.8
million was eventually claimed by one
winner from Toscana, Italy. Nonetheless,
this is not the largest jackpot won to
date on SuperEnalotto: on October 30,
2010, one lucky ticket-holder won an
astounding €177,800,000.
(Photo courtesy of
the New York Lot
tery.)
While the triumvirate of Powerball,
Mega Millions, and EuroMillions are arguably the best-known of the big block
games, they are not the only examples
of (state) lotteries offering large prize
pools and jackpots. For example, Spain’s
“El Gordo” and Italy’s SuperEnalotto
also offer record-breaking draws in their
respective jurisdictions.
As this article was going to press, Pedro
Quezada, 44, of Passaic, New Jersey scooped
US$338.3 million in the Powerball draw of
Saturday, March 23, 2013. The cash value
of the top-tier jackpot was US$211,026,552.
The win set a new American record for the
largest cash value won by a single winner on
a single ticket. Mr. Quezada, an immigrant
from the Dominican Republic and father
of five, simply told the assembled reporters,
“I’m very happy”.
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ONCE and its foundation:
an example to Europe
The Organización Nacional de Ciegos Españoles (Spanish National Organization of the Blind) and
its ONCE Foundation raise funds for the support of people with serious visual impairment through
the socially responsible sale of lottery games. On March 20, 2013, ONCE and its foundation celebrated 75 years and 25 years respectively of service to the Spanish people. At a hearing of the
European Parliament, ONCE and the ONCE Foundation presented their history, the success of their
unique model for social support, and their plans for promoting this model in Europe.
The Organización Nacional de Ciegos Españoles (ONCE) and its foundation, the
Fundación ONCE, have always understood
the necessity for having a strong presence
in Europe. Indeed, relationships with the
various European administrations are fluid,
interesting, and fulfilling. The 75th anniversary of ONCE and the 25th anniversary of
its foundation therefore formed the perfect
opportunity for a delegation of both organizations to explain before the European
Parliament the model they have promulgated
in Spain for social inclusion and generation
of employment for people with disabilities.
Members of the European Parliament learnt
that the ONCE Foundation has fostered more
than 42,000 jobs for people with disabilities
since 2000, thanks to its financial contributions, its training programs, and the comanagement of European Union (EU) funds.
The President of ONCE and its foundation,
Miguel Carballeda, stated that this and other
achievements have been made possible thanks
to the good management of financial support
from the European Social Fund (an EU program that raises living standards by improving employment opportunities), and funds
obtained from the operation of the lottery.
The hearing of the European Parliament. Speakers from left to right:
Ana Ramírez-Villaescusa (European Commission); Alejandro Cercas (Member of the European Parliament); Rosa Estarás (Member of the European Parliament); Miguel Carballeda
(ONCE President); and Yannis Vardakastanis (President of the European Disability Forum).
22
On balance, the result of ONCE’s deputation
to the European Parliament could not have
been more positive: ONCE and its foundation brought the social picture in Spain to
the attention of Europe. They demonstrated that the work of both entities sets Spain
apart as an example renowned throughout
Europe for its model of social inclusion, employment, education, and citizens’ rights for
people with disabilities.
ONCE’s model of
social and labor support
ONCE’s social and labor support model transfers revenue generated by the responsible sales
of games to a system for the support of the disabled. ONCE and its foundation demonstrated at the hearing of the European Parliament
that this model is sustainable and generates
substantial employment for people with disabilities in Spain. Currently, more than 136,000
jobs are dependent on this model, 88.5% of
which are for people with disabilities. The job
creation rate has been sustained at around
5,000 jobs per year, even in this time of crisis,
many of them for young people and women.
Thanks to its model of social and labor inclusion, one of ONCE’s objectives is to have
people with disabilities from other parts of
Europe benefit from the gaming sector. To
achieve this goal, ONCE is willing to collaborate with other European lottery operators
to jointly commercialize lottery products
in other countries for the benefit of people
with disabilities. ONCE also participates in
all major European organizations related to
lotteries, disability, and the social economy.
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In all, ONCE and its foundation are active
operators in the European Union, open
to cooperation in progressing towards a
competitive and supportive Europe. As
Mr. Carballeda noted, this is all thanks to
ONCE being “the first social lottery in the
world”, one which is now trying to extend
its model to other public operators of responsible gaming under the slogan “Do not
compete, join”.
The reaction of the
European Parliament
In a meeting with the delegation from ONCE
and its foundation, European Council President Herman Van Rompuy praised the model of social and labor inclusion advanced by
ONCE. Observing that “it is necessary to
highlight the social dimension of Europe”,
Mr. Van Rompuy asserted that ONCE’s social and labor support model is unique in the
European Union. He encouraged ONCE and
its foundation to participate in the Spanish
government’s recent EUR 1 billion budgetary measure aimed at promoting youth employment in Spain, in order to ensure young
people with disability also benefit from this
measure. Mr. Van Rompuy’s encouragement
highlights the good feeling that ONCE’s visit
to Brussels has engendered.
But ONCE and its foundation did more than
simply showcase their model of social and
labor inclusion, unique in the world. The
delegation that visited Brussels also sought
to defend the rights and needs of people
with disabilities, so heavily affected by the
ongoing financial crisis in Europe. Mr. Van
Rompuy was reminded of the negative effects
created when countries remove assistance,
education, support, and even medical services for people with disabilities, making their
situation all the worse.
Even more, ONCE and its foundation in
their visit to Brussels proposed some initiatives that are producing good results in
Spain. These initiatives include socially responsible public concessions, which obligate
public contractors to benefit people at the
risk of exclusion, and set an example to other
companies and organizations.
Towards the future
ONCE and its foundation have been working in Europe for more than 15 years to
ensure all EU directives take people with
disabilities into account. Their successes include important achievements in areas as
diverse as access to culture, accessibility, and
integration of the disabled into the education and labor markets. ONCE is present
in the new European Strategy on Disability
(2010–2020), which asserts that persons
with disabilities have the right to participate fully and equally in society. Going
forward, ONCE renews its commitment
to make Europe a continent for all, all the
while furthering the Structural Funds that
continue to generate new employment, education, and accessibility programs in all
countries, similar to those already undertaken in Spain.
ONCE President Miguel Carballeda (left) in talks with European Council President Herman
Van Rompuy (right).
Advertisement
23
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Fact, fiction, and fatalism
In this latest collection of gambling tales, Göran Wessberg continues his tour of the great works of
fiction that have featured the theme of games of chance. Authors from Dostoyevsky to Jules Verne,
and Roald Dahl to David Baldacci, have all been inspired by the eternal question of chance, destiny,
and the urge to gamble.
has nothing left to stake. But when she takes
the keys to the Cadillac from the table, the
story-teller notices that she only has one
finger and the thumb left! (Hitchcock fans
may remember Peter Lorre playing the Man
from the South in a memorable episode of
Alfred Hitchcock Presents.)
What could make you risk every penny you
have? A crazy bet to go around the world
in 80 days? And so it was that Phileas Fogg,
member of the renowned Reform Club, wagers half his fortune against his fellow members, the other half to be used for travelling
expenses. The English
were already known
to like betting, and the
public quickly joins in
for a flutter, carefully
considering the odds
for and against this trip
around the world as
recounted to great acclaim in Jules Verne’s
Jules Verne’s
classic Around the
Around the
World in
World in Eighty Days
Eighty Days
(1873).
The origins of Russian roulette
The most fatal bet is of course Russian
roulette. In the last chapter of Mikhail
Lermontov’s 19th century novel A Hero
of Our Time (1840), the officers playing
cards discuss whether our destiny is written in the stars or not. The Serbian lieutenant Vulic, who is a
compulsive gambler
and forgets everything
around him at the
gambling table, enters
a wager with the narrator Pechorin about
predestination. Vulic
takes a loaded pistol,
puts it to his forehead
and pulls the trigger –
A Hero of Our
and the gun fails to go
Time by Mikhail
off. So who won the
Lermontov
bet? Later in the evening Vulic is attacked and cut in half by a
drunken Cossack. No wonder that this chapter has the title The Fatalist!
24
© Carl Van Vechten
Everyone, including Fogg himself, believes
he has lost his wager, but because he has travelled eastwards and thus gained 24 hours,
he can enter through the doors of the
Reform Club at 8.45 pm sharp on the appointed day, thus not only winning the
money at stake but also the hand of the
woman he had rescued in India.
Another crazy bet is the precept for Roald
Dahl’s short story Man from the South.
An American navy cadet is so sure that his
lighter never will fail that he is willing to
take a bet from an old man to have his little finger chopped off in return for a brand
new Cadillac if his lighter will not work
10 times in succession. The lighter works
eight times, but
when he is about
to test it again a
woman stops the
show, informing
everyone that the
old man is a notorious gambler
who has made
the same bet 47
times before and Roald Dahl
something, by restoring your paraphernalia. If, however, you
happen to have a new
hat, you will learn at
your expense that a
gambler must wear a
gambler’s costume.”
Raphaël, the main character in Honoré de
Balzac’s The Magic Skin (1831) has nothing
more to live for, especially since in the opening pages of this book he has visited an infamous Parisian gambling-house. “When you
enter a gambling-house, the law begins by
robbing you of your hat,” the novel begins.
“No sooner have you taken a step toward the
green cloth than your hat has ceased to belong to you as absolutely as you have ceased
to belong to yourself: you and your money,
your headgear, your cane, and your cloak
are the property of the game. … When you
leave the place, the game will show you, by a
heartless epigram in action, that it leaves you
Obviously Raphaël did The Magic Skin
not have a gambler’s by H. de Balzac
costume. After losing
his last coin in the gambling-house, he is
preparing to throw himself into the Seine.
At the last minute, he goes to a second-hand
shop, where he agrees to take a magic skin
that will fulfill all his wishes – but will shorten his life at the same time.
Although gambling only takes up a small
part of Balzac’s novel, it was a key factor in the plot of this opening work of La
Comédie Humaine – an 18-volume masterpiece documenting the demise of human
society due to material excess and misguided priorities.
Fact and fantasy
There are of course a number of famous
works that revolve entirely around the
theme of casinos, betting and lotteries
as a way of life. The
most famous of these
– Dostoyevsky’s The
Gambler (1867) – is
highly recommended
if you are in the lottery business. No fiction writer before or
since has been able to
describe a compulsive
gambler so convincDostoyevsky’s
ingly.
The Gambler
The short novel is set in Rulettenburg,
but it could be any of the many German
19th century towns with a casino, where
Alexei Ivanovich wins, loses, and wins again,
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following the little white ball on the roulette table. He trembles when he approaches the gambling-hall and almost goes into
convulsions, but at the same time he is very
realistic in reckoning the odds:
“It seemed to me
that calculating
your chances really means rather little, and
certainly [isn’t]
as important as
some gamblers
make it out to Fyodor Dostoyevsky
be. They sit there
with sheets of graph paper before them,
mark every stroke, reckon, compute the
odds, calculate, and finally place their bets.
They lose, exactly as we simple mortals who
play without calculating anything.”
Fyodor Dostoyevsky was heavily in debt
when he wrote The Gambler. He had to
finish it in less than a month, so he based
the story on facts from his own life. Unlike
many others, he was later able to give up
gambling and devote himself to writing
instead.
Death and destiny
One of the most fascinating novels on gambling is Australian writer Peter Carey’s Oscar
and Lucinda (1988). The two main characters are very different.
Oscar is from a strict
religious background
in England and is
training to enter the
clergy. Lucinda, by
contrast, has inherited
land but sells up to
invest her money in
a glassworks in Australia. They meet on
Peter Carey’s
Oscar and Lucinda board a ship bound
for Sydney. During his
studies, Oscar has secretly developed an
addiction for playing cards and betting on
horses. He has incredible luck but gives away
all his winnings to charity and the poor.
Lucinda is fascinated by all kinds of gaming
– she is actually a compulsive gambler – and
sneaks into Chinese gambling dens to try
her luck at games such as Pak-Ah-Pu and
Fan Tan. They both decide to give up gambling after a final bet: If Oscar can transport a
church built in glass to a congregation in the
outback, Lucinda will hand over her proWLA magazine | No. 37 | Spring 2013
perty and belongings to him. In spite of
all odds against him, Oscar sees to it that
the church arrives in the remote village of
Bellingen – but the final bet ends up costing
him his life.
Finally, The Winner (1997) by best-selling American author David Baldacci is a
450-page saga about cheating – and winning
big – on the American lottery. It is of course
an incredible story about how a super-intelligent madman manipulates 12 draws of
the joint American Lotto game, producing
winning tickets worth
hundreds of million
dollars for 12 poor
people.
Underlying this compelling tale are all
those wrong-headed
notions about only the
under-privileged play- The Winner
ing the lottery, being by David Baldiacci
manipulated by the
lottery, the media and the state itself – especially the state, which is dependent on
the fiscal income from the lottery to such
an extent that it even lets FBI agents try to
stop those who are about to reveal the big
lottery scam.
A lottery story on a much higher level is
The Lottery in Babylon from Argentinian
Jorge Luis Borges’ story collection Ficciones
(1941). On eight crammed pages Borges
sums up all important aspects of those
“who come from a dizzy land where lotteries are the basis of reality”. In one way the
story is similar to Luke Rhinehart’s The Dice
Man, stating that
“if the lottery is
an intensification
of chance, a periodic introduction of chaos into
the world, would
it not be suitable
that chance interacted with all
moments during
Jorge Luis Borges
the draw and not
merely in just one?” The story describes a
mythical Babylon in which all activities are
dictated by an all-encompassing lottery, a
metaphor for the role of chance in one’s
life. It ends with this sentence, which is well
worth considering: “Others believe that it
is insignificant to confirm or deny the exis-
tence of the obscure combine [the lottery]
because Babylon is nothing but an eternal
game of chance.”
A happy ending
To conclude this brief tour of the world
of gambling and chance in fiction, here
is a story where the lottery does nothing
but bring happiness to people. Denmark’s
Karen Blixen (known in America by her
pen name Isak Dinesen) first had her story
Babette’s Feast published in an American
magazine, later reprinted in the collection
Anecdotes of Destiny (1958) and turned
into an award-winning film. A French
woman seeks refuge with a remote Norwegian coastal community where people
are unaccustomed to any form of superabundance or luxury. After having served
as a housekeeper for many years, Babette
wins big on the French lottery and wants
to thank her friendly
benefactors by treating them to a luxury
meal. Ever so slowly
the parishioners start
to enjoy the exquisite
meal prepared by this
former top-class chef
from Paris. Their only regret is that they
believe that Babette Isak Dinesen’s
is now rich and will Anecdotes
leave them. Not so – of Destiny
for hardly could they
imagine that the prize was just enough to
cover the costs of the meal and she is poor
as a church mouse again!
For those of you who share the passion for
fictional works about gambling and games
of chance, here are a few more recommendations:
r The Essential Gambler
(ed. Graham Sharpe), London, 1995
r Literary Las Vegas
(ed. Mike Tronnes), New York, 1995
r The Literary Companion to Gambling
(ed. Annabel Davis-Goff), London, 1996
r Histoires de joueurs
(ed. Julien Kléder), Sortilèges, 1998
r The Quotable Gambler
(ed. Paul Lyons), New York, 1999
r The Greatest Gambling Stories Ever Told
(ed. Paul Lyons), Guildford, 2002
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ASSOCIATION
INESS
A
All roads lead to Rome
The World Lottery Summit 2014
Save the date! November 2 – 5, 2014 sees the world lottery community converge on Rome, Italy, for
the World Lottery Summit 2014. One of Italy’s most prestigious addresses, the Rome Cavalieri, is the
venue for this unique event. Attendees can look forward to a top-notch business program, an industry leading trade show, a stimulating and convivial social program, and an unrivaled opportunity
to explore Rome, the eternal city. WLA President Jean-Luc Moner-Banet and Lottomatica Group CEO
Marco Sala extend this invitation to their lottery colleagues to join them in Rome, November 2014.
26
ASSOCIATION
INESS
ROME
WORLD
LOTTERY
SUMMIT
SEPTEMBER 14 -17, 2014
All roads lead to Rome
To our friends and lottery colleagues,
The modern proverb “All roads lead to Rome” has its factual origin in the ancient reference to Roman
roads and their relation to the Golden Milestone, a gilded monument erected by Emperor Caesar Augustus
in the central Forum of Ancient Rome. All roads were considered to begin from this monument and the
distances to all major cities of the Roman Empire were measured relative to this point. Conversely, the
Golden Milestone was also seen as the specific point to which all roads in the Roman Empire led.
Both the ancient concept and the modern proverb are befitting to the mission and vision of the WLA. Each
of the WLA member organizations is working toward reaching the same Golden Milestone, namely raising
funds for good causes. How appropriate it is then that the world lottery community will be converging on
Rome for the World Lottery Summit 2014.
Lottomatica and the WLA will join forces to bring about this colossal event, which will be held at the
Rome Cavalieri from November 2–5, 2014. Enclosed by fifteen acres of Mediterranean parklands, the
Rome Cavalieri overlooks a romantic panorama that has inspired visitors to Rome for centuries. With an
international reputation as the leading business and conference hotel in Italy, the Rome Cavalieri offers
major conference facilities, spacious meeting rooms, and numerous smaller office suites ideal for committee meetings. The Cavalieri convention facilities feature the latest and best in technology, and employ an
experienced, professional team that will provide a full-service backup for the four-day event.
Before and after the convention you will have the opportunity to explore Rome, one of the most exciting
destinations in the world. The modern and the ancient coexist side by side in this marvelous city. Be prepared to step into the world’s biggest open-air museum with an incalculable immensity of archaeological
and art treasures – the Capitoline Museums, the Vatican, Galleria Borghese, and the Colosseum, just to
name a few.
Although the World Lottery Summit 2014 is still almost two years away, we are already making preparations to ensure that delegates, exhibitors, and Contributors will enjoy the very best Summit experience.
Attendees can look forward to an informative and inspirational business program in an intimate yet professional environment. Our core products, responsible gaming, the integrity of sports, and many other
topics central to our industry will be covered in depth with a strategic view toward the future. Delegates
can also expect a multifaceted trade show featuring the latest innovations in lottery systems and services.
Numerous social events and networking opportunities will also be on offer. More information on the
World Lottery Summit will be forthcoming shortly.
We look forward to seeing you in Rome from November 2–5, 2014 for the World Lottery Summit 2014 –
save the date now!
Jean-Luc Moner-Banet
WLA President
Marco Sala
CEO Lottomatica Group S.p.A
27
CORPORATE NEWS
C O R P O R ATCORPORATE
E NEWS
NEWS
Puerto Rico:
An island open to new ideas
A visit to this Caribbean island turns up new technology, new games, and a newfound attention
on lottery. A recent systems conversion for Lotería Electrónica de Puerto Rico by Scientific Games
has reinvigorated the lottery product there, with sales growth that has landed the U.S. territory
in the spotlight.
In the tropical blue waters of the Caribbean,
just west of the Virgin Islands and east of
the Dominican Republic, lies the island of
the Commonwealth of Puerto Rico, which
means “rich port” in Spanish. One hundred
miles long by 35miles wide and an unincorporated U.S. territory where Spanish is the
primary language, Puerto Rico is home to
more than 3.7 million people who enjoy life
– and who in recent years have shown a renewed interest in playing the lottery.
Although Puerto Ricans have played numbers games for more than 20 years, instant
games were introduced to the marketplace
just three years ago. In the last seven years,
lottery sales have grown a remarkable 42%
on the island.
Lottery systems conversion
In fiscal year 2012, Lotería Electrónica de
Puerto Rico (“the Lottery”) had sales of
more than US$452 million with contributions to the Treasury’s General Fund and
several important public programs totaling more than US$112 million. Some of
these beneficiaries included the University
of Puerto Rico, the Fund for Services for
Catastrophic Illnesses, and the Fund for
Instant games launched just three years ago in Puerto Rico, with the bright orange and purple Instantaneous $1 (U.S. dollar) game still first among these three favorites with players.
Municipalities, which helps cover operating
expenses and capital improvements in cities
and towns throughout the territory.
The first regular player buying the first game at a new WAVE™ terminal (LEFT), a WAVE
customer advertising display with content managed by Lottery InMotion™ (RIGHT).
28
Near the end of last year, the Lottery and its
partner, Scientific Games, completed a lottery systems conversion that appears to have
invigorated the lottery product with Puerto
Rico’s players and retailers alike. Excitement
surrounding the project has brought an allnew attention to the Lottery’s products. In
the months following the systems conversion, sales were up 3% (YOY Nov, Dec, Jan).
CORPORATE NEWS
E NEWS
NEWS
The conversion featured a new communications network – including dual communication for top-selling retailers to ensure
constant connection to the central system
– a full suite of draw-based game systems,
and a range of new lottery equipment in
2,000 retail locations. To help expand the
Lottery’s games to non-traditional retail locations, new PlayCentral™ player self-service
terminals and WAVE™ retailer terminals
were deployed across the island. Along with
handheld terminals, the deployment included handheld wireless terminals capable of
producing lottery tickets anywhere on the
island, as well as wireless ticket checkers and
wireless triple jackpot signs. A digital advertising and content management system for
the Lottery to reach players at retail points
of sale, Lottery InMotion™, was also rolled
out. The systems conversion project started
in July 2012 and finished ahead of schedule
in mid-December 2012.
“We are delighted to announce that not
only was there absolutely no disruption
in sales during the system conversion but
in fact sales increased during the conversion period,” said Teresita Carrion Geigel,
Deputy Secretary of the Bureau of Lotteries
at the Puerto Rico Treasury Department.
“We now have a system in place to deploy
new games and new sales initiatives with
Scientific Games. Our retailers have responded with accolades for the new terminals and the new digital displays that
promote the games in their stores. We are
also positioned to expand our distribution with the new self-service and handheld point of sale devices.”
Retailer and player response to Lotería Electrónica de Puerto Rico’s new digital advertising
has invigorated lottery sales on the island.
The consultative partnership between the
Lottery and Scientific Games enabled the
delivery of a customized systems conversion, which provided the technology foundation to meet their growth vision.
“The conversion project was executed in
two phases at the Lottery’s request. In the
first phase, new Wave II retail terminals
and dual communications technology were
gradually installed under the old system,
followed by the second phase which was
the conversion of the central communications system and the addition of self-service
“We are proud to continue our collaboration with Lotería Electrónica,” said
Pat McHugh, President, North America
Lottery Systems for Scientific Games.
“Our focus remains on driving continued
sales growth to generate additional benefits for the citizens of Puerto Rico.”
Realizing the Lottery’s vision
Sansón said the seamless conversion was
achieved through a very disciplined approach
to the project using dashboard reporting project management tools, training, and internal
and external status reports across the entire
transformation period of the conversion.
Scientific Games’ contract with the
Lottery includes provisions for lottery
systems and services as well as the manufacturing and distribution of instant
games throughout Puerto Rico, including
shipping, warehousing and telemarketing, marketing and retail network optimization, and support with game design.
Many of these services are provided as
part of Scientific Game’s Cooperative
Services Program (CSP) which integrates
instant game category management.
Interestingly, the Puerto Rico systems
conversion featured the first deployment
of PlayCentral™ self-service terminals in
Walmart® Supercenters in the U.S. In total, 38 PlayCentral terminals have already
been deployed in Walmart, the Lottery’s
number one retailer, as well as in Ralphs
grocery stores, Kmart and other big box
retailers, with an additional deployment
of 12 PlayCentrals currently underway.
Starting with a vision at the executive level
for how the Lottery wanted to grow over
the next 10 years, there was a great deal
of energy, excitement, and collaboration
surrounding the conversion project. This
motivated everyone with a sense of urgency to maximize the Lottery’s potential.
and handheld terminals,” said José Sansón,
General Manager, Scientific Games Puerto
Rico. “This phased approach to the conversion worked extremely well for the Lottery’s
entire retail network. It was virtually seamless for retailers and the sale of games.”
Self-service PlayCentral™ terminals were new for
players in Walmart® Supercenters and other big
box retailers in Puerto Rico.
Although there have been years of
planning, months of installations, and
weeks of training with lottery retailers,
Lotería Electrónica de Puerto Rico and
Scientific Games have proven that in the
end, it’s an openness to new ideas that
has launched lottery in Puerto Rico into
a whole new era.
29
CORPORATE NEWS
E NEWS
NEWS
Jumbo Interactive –
Achieving stretch goals without risk
From its origins as an offline lottery retailer operating in a single market, to its present incarnation
as an online lottery retailer spanning three continents, Jumbo Interactive has gone from strength
to strength. Its budget-neutral program means that it can create a special retail environment that
achieves stretch goals without the risk.
Jumbo Interactive’s land-based roots and
connection with the traditional lottery player
have seen it go from strength to strength. It
has used this knowledge to continue to inform its whole approach towards delivering
games that appeal to the core player, as well
as new styles of games that attract a wider
demographic.
However, the company is not a lottery vendor
or a systems supplier. Rather, it is a lottery
online retailer (e-retailer) that has harnessed
technology to effectively sell lottery products over digital channels. Its e-retailer model has been described as a budget-neutral
offering, because it earns the retail commission like other retailers but provides much
more. In particular, it creates the extensive
web-based retail network of touch-points
that provides convenience to regular plays
on the one hand, and engages potential players on the other.
A low-risk company for lotteries, Jumbo advertises and promotes extensively at its own
cost to drive and maximize lottery sales and
revenues for good causes, bearing all the
costs invested into marketing and keeping
only the retail revenues.
30
Jumbo’s origins in Australia
Jumbo began as an offline lottery retailer in
1984, selling lottery products in land-based
retail stores on the Pacific Islands off the
coast of Australia. Buoyed by its initial success, in 1986 the retailer developed its own
online gaming system and terminals that
linked into the gaming system of Tattersalls,
the operator of the state lottery of Victoria,
Australia.
After the Australian government in 2000
passed legislation prohibiting all forms of
online gambling (except lottery draw games
and sports betting), Jumbo went on to leverage its interactive channel. Within a short
period of time, it became apparent that
the Internet and lottery sales were surprisingly compatible. They complemented
each other in that the online channel supported retail sales and reinforced the consumer connection at the retail level. In
2004, Jumbo launched a new business model to leverage the intelligence gained by its
successes in both channels and expanded
its retail accreditation with Tattersalls to
Internet sales. Following its success with
online sales for Tattersalls, Jumbo became
the exclusive Internet retailer for the New
South Wales Lotteries Corporation and for
South Australian Lotteries, prior to these
organizations being privatized and acquired
by Tattersalls.
Over the past four years Jumbo has quadrupled online lottery sales in Australia – from
US$25 million to US$100 million – using
its own in-house Internet lottery platform,
which powers both web and mobile sales.
Jumbo’s expansion into the
Americas
Just as its online lottery sales have been
surging, Jumbo has been pursuing a strong
international expansion strategy to complement its Australian
interactive
lottery
business. After the US
Department of Justice
gave the green light
for online lottery sales
at the end of 2011,
Jumbo appointed USbased lottery executive Brian Roberts as
Brian Roberts,
president of Jumbo
President of
Interactive
North
Jumbo Interactive
America to help in
North America
CORPORATE NEWS
E NEWS
NEWS
the company’s efforts to play an integral role
in the US lottery market. In November 2012
Jumbo took its first step into the US market, launching a joint venture with Retail
Gaming Solutions (RGS), a New York-based
company specializing in physical lottery
merchandising and affinity programs. The
move embraces established lottery retailers
by providing interactive solutions to grow
lottery sales and also gives Jumbo exposure to the $US60 billion North American
lottery market that includes games such as
Powerball and Mega Millions.
The new New York-based joint venture company, Lotto Points Plus (trading as “Lottery
Rewards”), is owned equally by Jumbo and
RGS. Lotto Points Plus will market a unique
online and offline lottery retailer solution
to existing lottery retailers with the goal of
increasing lottery sales. The solution incorporates advantages from new technologies (provided by Jumbo) with innovative,
in-store lottery merchandising and affinity/
loyalty programs (provided by RGS). A pilot
program has already been completed with
one of the largest single retailers of lottery
tickets in the US. The joint venture is proving an ideal way to establish a presence in
the US and to demonstrate the capabilities
of Jumbo’s systems.
Also in November 2012, Jumbo announced
a further significant step forward in its plans
to expand into high-growth territories internationally with the signing of exclusive
long-term agreements with US-based Sorteo
Games, a provider of electronic lottery systems. With interests in Mexico since 2002,
Sorteo Games has exclusive long-term agreements with Lotería Nacional Mexico to man-
age modernization and automation. Sorteo
Games also has arrangements to sell lottery
games for Pronósticos para la Asistencia
Publica Mexico. The company is in the process of rolling out the next phase of its expansion plans in Mexico and Latin America,
and, as part of the agreement, Jumbo has
the opportunity to provide additional technological solutions for all other lotteries and
countries that Sorteo Games enters into.
Jumbo’s e-retailer program
for lotteries
With a population of more than 110 million
people including 40 million on the Internet,
and a market that is not yet mature, there
is enormous potential to grow the Mexican
lottery market with Jumbo’s Internet lottery
platform and interactive marketing skills.
The e-retailer’s strategy is to quickly build a
customer database of Mexican players using
interactive marketing techniques similar to
those used to build a customer database of
1.37 million accounts in Australia.
Since its early groundbreaking sales of lottery products over the Internet, Jumbo’s
unique e-retailer program has evolved, not
only in terms of sales but also in terms of
features and functions. Jumbo has formed
relationships with existing lottery retailers and affiliates in order to maximize the
number of touch-points across the web.
This strategy creates exposure and enhanced
awareness for lottery and for providing convenience to players and potential players.
Jumbo’s expansion into Europe
The majority of lotteries have restricted marketing budgets, which tends to result in a
one-size-fits-all approach to point-of-sale,
advertising, and promotions. Jumbo’s niche
is in creating a special retail environment that
achieves stretch goals for its retail partners
and affiliates by adding value to the lottery
purchase through its customer relationship
management, loyalty programs, sweepstakes,
second chance drawings, and special promotions. The key point is that the funding
for all this comes from Jumbo, not the prize
fund. In that sense, Jumbo’s offering is budget neutral, having no impact on marketing
budgets and so taking nothing away from
the existing advertising, promotion, and
marketing of both a lottery’s products and its
traditional retailers. The retailer’s clientele
have an array of purchase options from combination bet types to group play and social
group play and an extensive set of tools and
features that add fun to selecting numbers.
Jumbo’s most recent step forward in its plans
to expand into high-growth markets is its
signing of an indefinite license and contract
in Schleswig-Holstein to sell official German
lotto games via web and mobile within this
jurisdiction. In consequence, Jumbo has
opened an office in Munich where it is managing the process of acquiring a nationwide
license as well as preparing its software platform for sales later this year.
In addition, plans are underway to acquire
similar contracts in other German states to
cover the full German population of over
80 million people, including 65 million on
the Internet. Based on trends in neighboring
countries, the German online lottery market
From its origins as an offline retailer in the Pacific islands, Jumbo Interactive has grown into
an online retailer with operations in Australia, Mexico, the USA, and most recently Germany.
is expected to reach US$2 billion in five
years. The current total market size for
German lotteries is US$10.3 billion. Neighboring countries such as Austria and Finland
have already reached 20 per cent to 30 per
cent in Internet lottery sales. The German
market is expected to grow quickly, because
of the relative maturity there of the Internet.
After beginning life as an offline retailer,
Jumbo has grown to become an online retailer of draw games across three continents.
As its history demonstrates, Jumbo’s growth
is based on staying close to the consumer,
evolving with the consumer, and never overlooking the fundamental consumer-centric
value propositions that exist in the offline
and online channels alike. With its deep understanding of the consumer and innovative
budget-neutral offering, Jumbo is primed to
continue its expansion into high-growth lottery markets.
31
CORPORATE NEWS
E NEWS
NEWS
SCOOORE!
Exciting New Game Content LIVE in Belgium
At a time when all lotteries are searching for new game content and expanding player access
through channel diversification, Belgium’s Loterie Nationale (LNB) has achieved both objectives
and advanced their game portfolio by offering a new, fixed odds sports betting game, known
as SCOOORE!.
Since 2012 new sports betting legislation in
Belgium has led to a large influx of private
operators in the market. LNB, in their role of
channeling gaming activities in Belgium, has
decided to offer sports betting.
offered by LNB, is that SCOOORE! is forbidden for players under 18 years of age.
Retailers have a great responsibility in observing this age limit. When in doubt, the
retailer is required to ask for identification.
SCOOORE! was successfully launched on
January 15, 2013 with a retailer network of
over 1,033 sales points, which are exclusively
newsagents. These retailers offer around one
hundred of the most popular sporting events
per week from all the leading leagues and are
targeting the following players:
Bart Vandenberghe, Senior New Business
Manager at LNB: “It was very exciting to
enter the world of sports betting because being a national lottery it meant that we had to
strike out upon new paths. It brought about
a lot of enthusiasm and new dynamics in the
company. “
r &YJTUJOHQMBZFSTPGPUIFSMPUUFSZQSPEVDUT
r /FXTQPSUTCFUUJOHQMBZFSTTQPSUTGBOT
and
r &YJTUJOHTQPSUTCFUUJOHQMBZFST
The strategic targets of SCOOORE! are succinct:
SCOOORE! is entertaining, fun, and sociable. SCOOORE! players have a passion
and love for sports. Therefore, the game is
focused on FUN players who are looking
for excitement, quick results, and prefer to
watch live events with friends in social settings. Target-player research also identified
an opportunity to attract SMART players
– players who play very strategically – to
SCOOORE! by providing value for player
investment and balancing stake amounts to
allow players to use smart strategies to potentially increase winnings.
Adding to the fun of playing SCOOORE!,
the game operates with different limits. The
maximum stake at a newsagent cannot exceed 200 euro per player. The maximum
odds for one bet is 2,500. The maximum
winning amount is 500,000 euro. One of
the most important limits, as with all games
32
1. Make sports betting easy and accessible
for everyone.
2. Channel players’ betting behavior with
an easy and accessible sports betting
product, which in comparison to the
products of the competition, is not addictive.
3. Provide safe, reliable, and professional
service for players and partners.
4. Support retail newsagents in increasing
in-store customer traffic.
Product Launch
GTECH is LNB’s preferred partner and has
been assigned to manage all trading activities for LNB. GTECH traders do the event
selection, determine the odds, do risk management, and more. GTECH also has a sales
support manager in place to assist LNB. It is
GTECH’s intention to involve the customer
in the process as much as possible. After all,
GTECH focuses on “putting our customer’s
first every day!”
SCOOORE! offers three betting markets:
1X2, Handicap, and Under/Over. This attracts all kinds of players, from the novice to the highly experienced. At 1X2 the
QMBZFSQSFEJDUTUIFPVUDPNFPGBNBUDIJT
BIPNFXJO9JTBESBXJTBOBXBZXJO
The Handicap bet involves giving one team
B WJSUVBM EFĐDJU B IBOEJDBQ
UP PWFSDPNF
at the start of an event. In the Under/Over
market players need to predict if the total of goals made, points scored, or games
won, will or will not exceed a predetermined
number of goals made, points scored, or
games won.
SCOOORE! offers two major bet types.
The first category is the combination bet.
Here SCOOORE! offers some single and
double bets each week but most events require combination bets from three to ten
events. Stakes vary from 1 – 50 euro. To win,
players need to get all matches in one bet
correct. Winnings are calculated by multiplying the stake with the total odds of the
CFU UPUBM PEET CFJOH DBMDVMBUFE CZ NVMUJplying the odds of each selection in one
bet. The second category is the system bet,
where players can choose different types
PG TZTUFNT Depending on which system is being played,
the players choose four, five, or six matches
to play from the match list. The advantage
with this bet type is that the player doesn’t
necessarily need to have all his predicted
matches correct. Depending on the system
bet he plays, he can be wrong on one, two,
or three matches and still have some winnings in the end. In the combination bet,
the player needs to get all matches correct
in one bet.
CORPORATE NEWS
E NEWS
NEWS
Michel Tinck: project manager: “As project
manager at the Belgian National Lottery, it
was a challenge and my pleasure to implement our sports betting game, ‘Scooore!’as
a new product into the Belgian retail market in collaboration with GTECH. It was a
project which demanded an interdepartmental effort, third parties, and, of course,
the knowledge of GTECH to make this a
success story. It wasn’t always easy to accomplish this on short notice, but I believe
we can speak of a great success because as of
February, we have already obtained nearly
double of our target for 2013 concerning
signed contracts with our POS.”
gents already have a working relationship
with LNB. By selling some of LNB’s other
products, a connection of trust has been established between the two parties.
LNB chose to offer SCOOORE! exclusively
at retailer newsagents. This is an industry
that is struggling to survive. By signing exclusively with newsagents, retailers can generate more traffic in their stores and create
more cross-selling opportunities. The reality is that SCOOORE! is helping newsagents
to survive in this current difficult economic
situation. The advantage is that all newsa-
GTECH’s and the LNB’s joint pre-launch
efforts have focused on creating a concept
that is easy for retailers to work with and to
keep current. Because sports betting is unfamiliar to many retailers, the training program included specific segments designed
to build retailer confidence and knowledge
by providing simple and accessible product
set up and management. LNB supported the
Pre-launch initiatives, such as SCOOORE!
product presentations with local celebrities
and retailer training, focused heavily on attracting new newsagents to become retailers.
Recruiting efforts have exceeded expectations, with 1,033 retailers offering the prodVDUBUMBVODIBOEBOBEEJUJPOBMSFUBJMFST
scheduled to offer the product four to five
months after launch. SCOOORE! is already
CFJOHPćFSFECZBUPUBMPGOFXTBHFOUT
trade marketing level with free POS material
such as floor displays, posters, lighting signs,
players’ corners, and stickers. Legal support
to help obtain the required F2-license was
also provided by LNB.
SCOOORE! 2013–2015
As players become more familiar with
SCOOORE! LNB plans to introduce additional sports, markets, and events. In the future, an additional weekly match list will be
added during weeks with high event availability, yielding up to 200 events per week
in retail.
SCOOORE! is scheduled in the near future
to be launched online with an extensive offer of events and market types. Additionally,
the more extensive offer on the Internet will
allow for more singles and a higher level of
player flexibility. However, SCOOORE! reUBJM XJMM LFFQ UIFJS POMJOF QMBUGPSN XXX
TDPPPSFCF
TFQBSBUFMZ 0O UIF SFUBJM POMJOF
platform, players can find the latest updated
match lists, odds, results, news, and more.
SCOOORE! was successfully launched on January 15, 2013 with a retailer network of over 1,033 sales points. With recruiting efforts
having exceeded expectations, SCOOORE! is already offered at a total of 1,560 locations.
33
CORPORATE NEWS
E NEWS
NEWS
Preparing for the unexpected –
fostering innovation
Traditionally, the gaming supplier has driven innovation. In today’s online world, however,
innovation is instead driven by the consumer. To be successful, gaming suppliers must be
responsive to end-user’s habits and needs. This calls for a systematic approach to innovation
across the whole business life cycle, an approach that distinguishes INTRALOT in the market.
In today’s connected world, innovation occurs at many different levels, affecting the
way we do business. In the context of gaming solutions, it has traditionally been the
gaming solutions supplier – the seller – who
primarily created the buyer’s landscape, with
competition usually being limited within
the industry. Innovation
ion was mainly driven inside-out, relyingg on internal research
and development. Once
dence solutions were de
veloped the supplier would then ‘push’
them to market.
Innovation ‘outside-in’
side-in’
Today, it’s a whole new
ew ball
game. Competition can
come from anywhere,, including from different
ent
industries, and it can
an
take over entire marrket segments. To a
large extent, market
et
changes have been aff
ffected by the exploosive expansion of the
he
Internet, and the subbsequent advent of social
cial
media. Together, these
hese
have enabled gamers both
to communicate their needs
more effectively and to
o directly influence innovation.
n. In turn,
gaming suppliers mustt incorporate
the needs of their buyers
uyers more and
more in gaming processes
cesses and technologies, as gaming operators
rators are required to
be more attune to the needs of their gamers
34
than ever before. What we have come to
recognize is that technology in itself does
not lead to commercially successful gaming
products and services. Rather, such products and services are the result of mapping
new technology to the social habits of gamers and meeting their needs.
As innovation is being driven at different
levels, a gaming supplier must continually tap into different sources of data and
insights for the best ideas, practices, technologies, and products. It is no longer a case
of inside-out ‘wisdom’ – we know best –
and of only providing exciting games and
robust transaction systems. Instead, the
gaming supplier must
mu be responsive to the
entire set of user experiences
e
that gamers
have come to expect, by placing the
end-user at the heart of the ‘people,
processes
processes, and technology’ equation. In the wired landscape of
end-u
end-user-driven innovation
and of rising oblique compe
petition, a gaming supp
plier who wants to be
ahead of the game needs
to evolve accordingly –
from being a traditional
developer and ‘seller’ of
solutions to becoming
a personalized ‘buyer’
for their customers. It
means being in the posittion to provide solutions
that best meet customer
th
needs and, in essence, setne
ting the pace for innovation
in the industry.
Setting the pace for innovation
Setting the pace for
f innovation requires a
systematic approach.
approac A managed business
entire innovation lifecycle,
process for the ent
WLA magazin
magazine
g
| No. 37 | Spring 2013
CORPORATE NEWS
E NEWS
NEWS
INTRALOT’s Universal Gaming Experience puts the customer front and center. All interaction points, whether through social media,
mobile, interactive TV, or the retail channel, are managed in a unified and transparent manner. This gives the customer a seamless
gaming experience, irrespective of the engagement platform.
one that makes innovation a standard part
of the business (rather than treating it as a
chance occurrence), should be set in place.
Procedures including recognition for discovery of innovations, the evaluation and
testing of new ideas, and a clear methodology for converting new ideas to new solutions, need to be defined. Setting the pace
for innovation clearly pertains not only to
managing knowledge produced internally
but, even more importantly, to methodically harvesting the distributed knowledge
of external sources – including of end-users
and of related and adjacent industries. In
addition, since meeting the entire set of
user experiences has resulted in a blurring
of industry boundaries (consider the example of purchasing theater tickets via a
gaming channel), the innovation business
process needs to embed an open innovation approach, whereby the knowledge of
and collaborative efforts with third parties
come into play. This can entail being part of
mutually beneficial innovative clusters, innovative networks, joint ventures, licensing
agreements, and so on.
With software being developed by different
entities, disassembled into services and assembled into integrated solutions, a systematic approach to innovation naturally entails
that the gaming supplier be technically in
the position to seamlessly synthesize the
best-of-breed components (produced either
externally or internally) into unrivaled integrated solutions for their customers. The aim
is to provide high-performance solutions,
responsive to the needs and lifestyles of
gamers, while simultaneously providing
strategic value for gaming operators. To this
end, a systematic approach to innovation
must include competent people and appropriate technologies that optimize flexibility,
collaboration, and overall efficiency. The
focus should be on service-oriented technologies, such as the cloud and enterprise
service bus, on intelligent agents for business
intelligence and for complex event processing and others.
Innovation at INTRALOT
At INTRALOT, innovation is systematically
approached as a business process, using ingrained customer-driven and open innovation strategies together with technologies
that facilitate universal interoperability. This
has resulted in distinguishing INTRALOT
in the market and in producing such novelties as:
r */53"-05T A6OJWFSTBM (BNJOH &YQFSJ
ence’, namely INTRALOT’s player-centric
infrastructure roadmap for gaming operators. By enabling players to make use
of their deposited funds to play whenever
BOE XIFSFWFS UIFZ XBOU UIF A6OJWFSTBM
(BNJOH &YQFSJFODF FYUFOET UIF SFBDI
of gaming operators from traditional retail networks into emerging and dynamic
player interaction points.
r 3FBMUJNFJOUFMMJHFODFUPBVUPNBUJDBMMZEFtect opportunities and optimize processes.
r /&'04*/53"-05T$MPVEGPSAHBNJOH
as a service’. A secure, highly-available
cloud solution for land-based, mobile, and
POMJOF HBNJOH /&'04 QSPWJEFT HBNJOH
operators with technological scalability,
operational flexibility and resource optimization to meet their demanding business goals across all gaming channels.
r $PMMBCPSBUJWF FćPSUT XJUI UIF (BNJOH
Technologies and Creative Content
Cluster (gi-cluster) of the Hellenic Technology Cluster Initiative.
r *OOPWBUJWF JEFBT DPNQFUJUJPOT BOE TP
forth.
Today’s innovation strategies cannot be a
response to constraints of the past. In a fastchanging, connected world, everything is
possible. We need to always keep vigilant,
keep open to change, and systematically
prepare for the unexpected. INTRALOT’s
approach to innovation enables just that.
By Mr. Konstantinos Farris,
General Technical Director of
INTRALOT Group
r */53"-05T APNOJDIBOOFM BQQSPBDI UP
multi-channel use of marketing e-gaming
operations.
35
LEARNING
L E A R N I N G CCURVE
U RV E
Enriching the pool of lottery knowledge
The WLA Executive Committee has established a scholarship policy for lottery professionals invited
to speak at WLA seminars. The scholarship policy will bring added value to the members by broadening the selection of qualified seminar speakers.
Maintaining an active training and education program, the WLA has always endeavored to provide the world lottery community
with a means of exchanging ideas and experiences. In providing international seminars,
we have worked to keep WLA members
informed as to the latest in lottery technologies and marketing innovations, and
to furnish them with guidance as to the implementation of lottery best practices. The
WLA has always collaborated closely with
the regional associations to ensure that seminar content is tailored to meet the special
needs of the lotteries within their particular
domains.
As of the beginning of this year, a selection
of potential speakers will be made for
each seminar by the WLA and the regional association representatives on the WLA
Executive Committee. For the invited speakers the WLA and the host regional association will cover the following expenses:
r UIF DPTU PG B SPVOEUSJQ FDPOPNZDMBTT
flight to the city of the seminar venue,
r UIFTQFBLFSTIPUFMDPTUTGPSBNBYJNVNPG
three nights, and
r UIFTFNJOBSSFHJTUSBUJPOGFF
Commenting on the new scholarship policy
the WLA President said, “We are certain
this effort will add diversity to our seminar
themes, and strengthen our bond of cooperation with the regional associations on
educational matters. And, in the true spirit
of the WLA mission and vision, we hope to
give a voice to member lotteries in all corners of the world.”
For more information on the scholarship policy please contact the WLA Events Manager
Nadia Ricchiuto, at [email protected].
The costs for an invited speaker will only be
covered once per member lottery within the
calendar year.
Advertisement
36
LEARNING
L E A R N I N G CCURVE
U RV E
Marketing remains critical to lottery success
February 4 – 6, 2013
Marketing in the
brave new world
Seminar in cooperation with the
European Lottery Association
London, England
“Marketing in the brave new world” was the
UIFNFGPSUIJTZFBSTKPJOU&-8-"NBSLFUing seminar in London. As in past years, the
two-day session was generously attended,
attracting more than 120 lottery and vendor marketing executives from 37 different
countries and five continents.
WLA President and CEO
of Loterie Romande,
Jean-Luc Moner-Banet,
welcomed the delegates
and underlined the critical role of marketing in
the lottery industry. For
any lottery in the world
to be successful in its
mission to collect funds for good causes, it
must master disciplines like traditional print
media and television campaigns. But increasingly importantly it must also master new
media tools like Facebook, Twitter, and the
blogosphere, together with other new forms
of media that were covered in depth during
the seminar. Mr. Moner-Banet also challenged the audience, asking it to reflect upon
PVS JOEVTUSZT DBQBDJUZ UP SFNBJO SFMFWBOU
particularly with respect to younger generations. On a related note, he pointed out that
NBOZ PG UIF JOEVTUSZT HBNFT XFSF EFDBEFT
old and needed a touch of creativity and
new innovation to refresh them. Both topics
were relevant to the marketing audience and
were considered in most of the presentations,
panel discussions, and question and answer
sessions. Smoothly moderating the seminar over
its two-day program was
Ray Bates, EL Honorary
President and recipient
of the WLA Guy Simonis
Lifetime Achievement
Award.
Funds for good causes
and regulation
In a captivating panel debate, four wellknown lottery directors from different parts
of the world – Rebecca Paul Hargrove (Tennessee Education Lottery Corporation,
USA), Michelle Carinci (Lottotech, Mauritius), Fernando Paes Afonso (Santa Casa,
Portugal), and Jean-Luc
Moner-Banet (Loterie
Romande, Switzerland)
– gave their views on the
future of lotteries. The
debate focused particularly on current regulatory trends in the lottery
CVTJOFTT *O NBOZ KVSJTdictions, politicians are
calling for more funds for good causes on the
one hand, while simultaneously demanding stricter marketing rules and
requiring that lotteries
exercise the highest standards of social responsibility on the other. Ms.
Hargrove said that in the
USA, the regulatory trends
depend on the color of the state. In more
liberal states, the tendency is to ask for more
funds, while in the conservative states, the
trend is to require tighter regulation, less
marketing, and more legislation. No matter
the trend, lotteries simply needed to handle
the balance. One way of managing this is to
ensure a high quality dialogue between lotteries and regulators, educating the latter
about the nature of the
lottery business. In such a
process, it is also natural
to discuss how regulators
can effectively regulate,
particularly while focusing on non-regulated
activities. In a later presentation from Germany,
the negative impact on
sales – and hence funds for good causes –
resulting from lotteries not being permitted
to advertise was clearly demonstrated.
new technology before it
controls you”.
The message from Bruce
Bale, Manager EMEA
Gaming of Facebook,
*SFMBOEBCPVU'BDFCPPLT
involvement in gaming
and gambling was that
they had come a long way in a relatively short
time. Two years ago, anything related to
gaming and gambling was banned. Then, in
the summer of 2011, five test cases involving
gaming organizations from Australia, France,
the UK, Ireland, and Spain were allowed
Facebook pages. Today, all lotteries and commercial gambling operators are welcomed
by Facebook as advertising business partners
and can have their own Facebook pages.
New media and
the second screen
“The second screen” was a concept touched
upon by many of the speakers. For the lottery business this concept is relevant to
television draws and shows. Players follow
the main event on their televisions, while
at the same time, the lottery or broadcaster engages the player through their tablets or Smartphones. Voting, quizzing, or
simply competing on a
topic linked to the television show takes place on
the second screen of the
QMBZFST NPCJMF EFWJDF
In times of new media,
television may sound
old fashioned, but as
was pointed out, it is still
UIF NBKPS QMBUGPSN GPS
reaching the public at large. The creative way
in which lotteries have been producing television advertisements
recently underlines this
message. The two 2012
life-changing campaigns
from Camelot are brilliant examples on how
to be creative, relevant,
and strategic with lottery
marketing.
Twitter has also entered the scene as a releWBOUNFEJVNGPSCVTJOFTTBOE%PO0-FBSZ
Manager On-Line Sales EMEA, Twitter,
Ireland, framed the theme of the seminar by
RVPUJOHBGBNPVTMJOFGSPN"MEPVT)VYMFZT
novel “Brave New World”: “Take control over
The seminar presentations are all available at
the member password protected WLA website.
If you belong to a WLA member association
CVU EPOU IBWF B QBTTXPSE QMFBTF DPOUBDU
Matthew Spinks at [email protected].
37
OUR CONTRIBUTORS
O U R C O N TOUR
R I B U TO R SCONTRIBUTORS
Many thanks to our PLATINUM Contributors
Many thanks to our GOLD Contributors
WLA MAGAZINE is published by:
The World Lottery Association
Lange Gasse 20
P.O. Box
CH-4002 Basel, Switzerland
www.world-lotteries.org
Publication Director: Jean Jorgensen,
WLA Executive Director
Editor: Paul Peinado,
WLA Communications Coordinator
Contributing Editors: Matthew Spinks,
Assistant Communications Coordinator;
John Smellie; and Göran Wessberg.
Print: Werner Druck AG, Basel,
Switzerland
Layout: 3satz GmbH, Thalwil,
Switzerland
38

Uniting to keep sports a fair bet

Transcription

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