A sector like none other: The societal benefits of Lotteries

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.