Key learnings and take aways 

Engaging customers with powerful content

Allister Frost, Microsoft’s first ever Head of Digital Marketing Strategy and the creator of ‘5 steps to success in a world of change’, showed in his opening keynote how to follow and react positively to change. He emphasised to have a ‘future ready mindset’ to cope with the fast changing digital opportunities.

Jennifer Quigley-Jones, CEO and Founder of Influencer Marketing agency Digital Voices, showcased in her keynote the importance of harnessing the power of creators to engage communities and make content that customers want to watch, not ads they

The use of generative AI

The growing importance of the use of generative AI in the lottery sector, especially where it concerns the various marketing activities is one of the most important learnings from this year’s marketing seminar. As presented by the Belgian National Lottery with their recent EuroDreams campaign, generative AI can help with the creation of marketing campaigns. Several other examples showed that AI is key in bringing data together to understand the needs and desires of players even better then before. It helps to create an individual approach, as well as protecting players and helping them to enjoy the games in full.

The future of digital marketing

Inspiring digital projects were described by the Hungarian National Lottery, The Finnish National Lottery and the Romanian National Lottery. All new technologies should also be used to set the player at the centre of all activities, rethink and focus on the real need of traditional marketing, where shooting an expensive TV commercial abroad was questioned against all digital opportunities that marketers have today.

From the various contributions of the partners of EL and WLA, it became clear that they are all focused on helping their clients with the best digital solutions, online as well as “omnichannel”. Neogames, IGT, Scientific Games, Intralot and Pollard Banknote Limited gave inspiring insights into their approach towards the digital opportunities.

An out of the box presentation was given by the Polish National Lottery, explaining the use of digital opportunities in onboarding programmes for new and existing employees. A digital world helps employees to learn and understand on the various projects and aspects of the whole organisation.

A CEO panel with US based lotteries, moderated by WLA president Rebecca Paul, gave insights in the US market and its fast developing digital world as well as brick and mortal environments. Well know brands and events are more and more incorporated in the multijurisdictional games, attracting a large and growing player base.