A sector like none other: The societal benefits of Lotteries

Though potentially unknown to the average person, the Lotteries are part of a unique sector that provides a number of societal benefits. Beata Guzik, Director EU Public Affairs, and Philippe Vlaemminck, Partner at Pharumlegal from Belgium, shed light on this topic, particularly societal marketing and social innovation. They argued that Lotteries are not easily comparable to any other sector when considering that much of lottery revenue flows back into society.

Lotteries are bound by strict rules; they cannot simply make money, but also have a duty to protect society. If Lotteries want to advertise, they are prohibited by law from painting an overly rosy picture of winning the lottery to consumers. Such a limitation does not necessarily have to be a barrier, as it reinforces the case for societal marketing, which involves promoting the lottery as a support system serving the entire community.

The societal role is key

Lotteries can deliver the satisfaction of entertainment, whilst preserving society’s wellbeing and protecting consumers. The Lotteries are not simply selling a scratch card or a lottery ticket. The greatest differentiator between the Lotteries and other forms of gambling is its societal role, because people are at the same time a beneficiary and a contributor. People who play the lottery essentially become sponsors of the community. This objective not only differentiates the Lotteries with a legal licence from the illegal operations, it also helps people feel good about their contribution, and thus avoid resorting to illegal practices.

In marketing the Lotteries, it is increasingly important to prioritise the good causes that the industry supports. Jon Duschinsky, a social innovator from Canada, touched upon this topic, encouraging the Lotteries to emphasise their social benefits in their communication strategies. Focusing on the social impact will build more emotional connectivity with the intended audience. The world of business is increasingly devoid of trust. Many businesses lack authenticity, and in turn, fail to make key connections with their audience. Duschinsky poses a critical question: What would a purpose-driven lottery organisation look like?

Showcasing values, good causes and a changing world

In 1997, Steve Jobs gave a singular marketing presentation in which he articulated what Apple really stands for as a brand. Jon Duschinsky pointed out that, in a similar fashion to Apple, the Lotteries must not focus on what they make, but instead, focus on what they are made of. Do lotteries epitomise being lucky and becoming rich, or do people associate them with higher values? This question is essential to brand management for the Lotteries. The good news is that many people no longer identify with the “me, me, me generation”, but instead belong to the “me too world”. Our principal desire is no longer to become rich, but to leave a better world for our kids, to create a more sustainable future, and to be more responsible, aware and connected.

Revenue from the Lotteries generates income for many good causes, 24 billion in the past year. In addition to this, how can more energy be dedicated to concretely impacting the world? In the future, the Lotteries have to become better known as active participants in creating change that matters.

Jon Duchinsky underlined that, strategically speaking, it would also be advantageous for the Lotteries if people see the advantages in losing the lottery. The great challenge for the Lotteries lies in convincing customers that even if they lost, they have contributed by helping someone else.

The case from Finland

Suvituuli Tuukkanen, Vice President, Brand & Marketing at Veikkaus, fully subscribes to the idea that marketing should start with the ‘reason for being’, citing a concrete example from Finland. The country has seen unprecedented success in its membership numbers and commitments to positive enterprises. Veikkaus promotes the 1,1 billion EUR they are dedicating to good causes, which is a part of their core strategy. Much of their success resides in the fact that they now exceed 2 million registered customers out of a total of 3,5 million adult Finns.

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Français

Un secteur pas comme les autres : Les avantages sociétaux des opérateurs de loteries

Bien que ce rôle soit méconnu du grand public, les opérateurs de loteries font partie d’un secteur unique qui apporte de nombreux bénéfices sociétaux.

La loterie apporte la satisfaction du divertissement tout en assurant la protection des consommateurs et en contribuant au bien-être de la société. Les loteries représentent bien plus que la simple vente de cartes à gratter ou de ticket de loto. Leur but inhérent consiste essentiellement à redistribuer leurs bénéfices à certains membres de la société. Le principal élément différenciateur entre la loterie et les autres formes de jeux est donc le rôle social, les gens étant à la fois contributeurs et bénéficiaires. Les joueurs de loto sont des sponsors de la communauté avant tout.

Il est donc de plus en plus important de donner la priorité aux bonnes causes soutenues par l’industrie lors du marketing. Jon Duschinsky, un innovateur social canadien, a abordé ce sujet, encourageant notamment les opérateurs à mettre en avant leurs bénéfices sociétaux dans leurs stratégies de communication. En insistant sur leur impact social, ils pourront susciter davantage d’émotions chez leur public cible.

Les opérateurs de loteries ne doivent pas se focaliser sur ce qu’ils produisent, mais plutôt sur ce qu’ils représentent. Les loteries incarnent-elles le fait d’être chanceux et de devenir riche, ou représentent-elles des valeurs d’intégrité, de responsabilité et de pérennité ?

Les opérateurs de loteries reversent beaucoup d’argent à des entreprises solidaires. Dans la dernière édition du magazine d’European Lotteries, il est indiqué que près de 24 milliards EUR ont été dépensés dans des actions de solidarité. Ce montant est-il suffisant, sachant que nos ventes ont atteint les 79 milliards EUR ? A l’avenir, les opérateurs de loteries devraient mieux communiquer sur leur rôle actif dans les changements positifs de la société.

Español

Un sector como ningún otro: los beneficios sociales de las loterías

Aunque sea un dato potencialmente desconocido por el ciudadano medio, las loterías forman parte de un sector único que produce muchos beneficios sociales.

Las loterías pueden proporcionar la satisfacción del entretenimiento al mismo tiempo que preservan el bienestar de la sociedad y protegen a los consumidores. Las loterías no consisten simplemente en vender tarjetas de rasca y gana o billetes de lotería. En esencia, el propósito subyacente de las loterías es redistribuir beneficios a ciertos miembros de la sociedad. El mayor punto de diferencia entre las loterías y otros sistemas de apuestas es su papel social, porque la gente es a la vez beneficiaria y contribuyente. Básicamente, quienes juegan a la lotería se convierten en patrocinadores de la comunidad.

A la hora de promocionar las loterías, es cada vez más importante priorizar las buenas causas que respalda la industria. Jon Duschinsky, un innovador social de Canadá, habló de este tema y animó a las loterías a enfatizar sus beneficios sociales en sus estrategias de comunicación. Hacer hincapié en el impacto social generará una mayor conexión emocional con el público deseado.

Las loterías no deben centrarse en lo que generan, sino en lo que las forma. ¿Personifican tener suerte y volverse rico, o se las asocia con valores de integridad, responsabilidad y sostenibilidad?

Las loterías aportan mucho dinero a buenas iniciativas. La última revista de European Lotteries indica que se han gastado 24.000 millones de euros en buenas causas. Sin embargo, ¿es dinero suficiente teniendo en cuenta que ha habido 79.000 millones de euros en ventas? En el futuro, las loterías deben tener una reputación mayor como participantes activos en la creación de cambios importantes.

Deutsch

Eine ganz besondere Branche: Der soziale Anspruch von Lotterien

Auch wenn der Durchschnittskonsument sich dessen kaum bewusst ist, gehören die Lotterien einer einzigartigen Branche an, die eine Vielzahl sozialer Anliegen unterstützt.

Die Lotterien bieten damit nicht nur Unterhaltung, sondern auch eine Gelegenheit, das Wohlergehen von Gesellschaft und Kunden zu schützen. Lotterien tun also mehr als Rubbellose oder Lotteriescheine zu verkaufen. Im Grunde besteht die zentrale Funktion der Lotterien darin, Gewinne an bestimmte Bevölkerungsgruppen umzuverteilen. Das wichtigste Alleinstellungsmerkmal der Lotterien im Vergleich zu anderen Glücksspielangeboten besteht in ihrem sozialen Anspruch, da Menschen gleichzeitig selber profitieren können und einen sozialen Beitrag leisten. Glücksspieler werden damit gewissermaßen zu Förderern der Allgemeinheit.

Beim Marketing für die Lotterien wird es immer wichtiger, die wohltätigen Zwecke in den Vordergrund zu stellen, für die die Branche eintritt. Jon Duschinsky, ein sozialer Innovator aus Kanada, behandelte dieses Thema und hielt die Lotterien dazu an, ihren gemeinnützen Beitrag mehr in den Mittelpunkt ihrer Kommunikationsstrategien zu stellen. Eine Schwerpunktlegung auf soziale Faktoren hilft, eine emotionale Verbindung mit dem Zielpublikum herzustellen.

Die Lotterien sollten sich weniger darüber definieren, was sie schaffen, und mehr darüber, worauf sie aufbauen. Sollen Menschen Lotterien mit Glück und Reichtum verbinden, oder eher mit Werten wie Integrität, Verantwortungsbewusstsein und Nachhaltigkeit?

Die Lotterien stellen viel Geld für wohltätige Zwecke zur Verfügung. Die neueste Ausgabe der Zeitschrift der European Lotteries meldete, dass 24 Milliarden EUR für wohltätige Zwecke bereitgestellt wurden. Doch ist das wirklich genug, wo doch ein Umsatz von 79 Milliarden EUR erzielt wurde? In Zukunft müssen die Lotterien sich stärker als Triebkräfte für gesellschaftliche Veränderungen in Szene setzen.

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