Newly appointed CEO for Eesti Loto in Estonia

Riina Roosipuu has been appointed CEO of Eesti Loto as of November 1st, 2018. She gives us an insight into the future projects of her lottery.

Riina Roosipuu, newly appointed CEO of Eesti Loto in Estonia

Tell us about your training and working career. What were the key points in your past functions?

I studied Business Management and Marketing and later Technology Management at Tartu University and my working career started in Philips Medical Systems as sales rep. A few years later I was hired by IBM Estonia, where I stayed for 11 years, working in different positions. IBM period gave me very good understanding and experience in sales and management of different fields as I was involved both in software and hardware, as well as in service related projects.

In 2010 I was hired as a Manager of Tallinn TV-Tower. My first task was to run the reconstruction project that turned this historical but obsoleted construction to be the modern tourism centre that is now one of the most visited attractions in Estonia. Besides construction works I leaded the creation of the new concept for the tower, hired the team, started all necessary operations and was a manager for 5 years.

What is your vision to your new function and your Lottery?

I have taken over a very well organized company with a dedicated team and strongly implemented procedures. I definitely want to keep and even strengthen this open-minded, progressive culture and friendly atmosphere. Our key challenge for coming years is to replace the core lottery system with modern state of art technology that enables us to implement new products and innovative services in order to meet customers’ growing needs and satisfaction. As the first step we focus on modernizing our Web-page look and feel, add new payment options and enable subscription functionality. In the future I see Eesti Loto as a modern lottery company with wide product portfolio that covers large variety of customer segments. We are continuously involved in responsible gaming activities in the country, where hopefully the general attitude towards lottery will shift so that it’s still considered a fun game that may influence your life positively, but is also a rather easy way to donate for good causes in Estonia.

What was your first impression of EL?

It was a positive surprise for me that lottery companies have such a strong community in Europe and worldwide. Having worked for international corporations and having great co-operation experience between world greatest towers I even do not imagine business life without international relations – sharing experiences, resources, joint projects, common products etc. All that sounds reasonable and useful. We all definitely benefit from common games that give our customers the opportunity to win higher jackpots and larger variety of products to choose from.

In your opinion, what would a world without State Lotteries look like?

Commercial entities are more profit oriented and therefore might care less about responsible gaming issues. There could be too many uncontrolled playing opportunities and more risk of addictive playing. However, I see that we are living more and more in a digital world, where all borders and boundaries are less and less controlled. So, in long term it might not matter so much who owns the company – gaming rules and legislation have to be effective for every company.



Une nouvelle PDG pour Eesti Loto en Estonie

Riina Roosipuu a été nommée PDG d’Eesti Loto, à compter du 1er novembre 2018. Elle nous donne un aperçu des futurs projets de sa loterie.

Riina Roosipuu a étudié la gestion d’entreprise et le marketing, puis la gestion des technologies, à l’université de Tartu. Elle a commencé à travailler chez Philips Medical Systems, puis a passé 11 ans chez IBM Estonia. En 2010, elle a été embauchée en tant que responsable de la Tour de télévision de Tallinn, où elle a dirigé le projet de reconstruction qui a transformé cette construction historique mais obsolète en un centre de tourisme moderne qui est désormais l’une des attractions les plus visitées d’Estonie.

En ce qui concerne Eesti Loto, elle souhaite absolument conserver et même renforcer sa culture ouverte et progressive, et son atmosphère conviviale. Le principal défi, pour les années à venir, consiste à remplacer le système de loterie principal par une technologie ultramoderne. La première étape consistera à moderniser l’apparence du site Web, à ajouter de nouvelles options de paiement et à mettre en place une fonctionnalité d’abonnement. Lorsqu’elle a découvert EL, elle a été agréablement surprise de constater que les sociétés de loterie ont une communauté aussi forte en Europe et dans le monde.


Nueva directora ejecutiva para Eesti Loto en Estonia

El 1 de noviembre de 2018, Riina Roosipuu fue nombrada directora ejecutiva de Eesti Loto. Riina nos informó sobre los proyectos de futuro de su lotería.

Riina Roosipuu estudió Administración de empresas y marketing y posteriormente Gestión tecnológica en la Universidad de Tartu. Inició su carrera profesional en Philips Medical Systems y posteriormente trabajó 11 años en IBM Estonia. En 2010 fue contratada como gerente de la torre de TV de Tallin, desde donde dirigió el proyecto de reconstrucción que transformó esta histórica pero obsoleta construcción en un centro turístico moderno que en estos momentos es una de las atracciones más visitadas de Estonia.

En lo que respecta a Eesti Loto, Riina sin duda desea mantener e incluso reforzar la actual atmósfera cordial, de cultura progresista y mentalidad abierta. El reto clave para los años venideros es sustituir el sistema de loterías central con un sistema moderno y de última generación. El primer paso se centrará en la modernización del aspecto de la página web, añadir nuevas opciones de pago y activar la funcionalidad de suscripción. Tras descubrir EL, Riina quedó positivamente sorprendida al ver que las empresas de lotería tienen una comunidad tan sólida en Europa y en el mundo entero.


Neue CEO von Eesti Loto in Estland

Riina Roosipuu wurde zum 1. November 2018 zur CEO von Eesti Loto ernannt. Sie gewährt uns einen Einblick in die künftigen Projekte ihrer Lotterie.

Riina Roosipuu hat an der Universität von Tartu erst Business Management und Marketing und später Technology Management studiert. Sie stieg bei Philips Medical Systems ein und verbrachte elf Jahre bei IBM Estonia. 2010 wurde sie als Managerin des Fernsehturms von Tallinn eingestellt, wo sie ein Renovierungsprojekt beaufsichtigte, um den historisch wertvollen, aber nicht mehr praktisch verwendeten Bau in ein modernes Touristenzentrum zu verwandeln. Der Fernsehturm zählt mittlerweile zu den wichtigsten Touristenattraktionen von Estland.

Bei Eesti Loto möchte sie die offene, progressive Unternehmenskultur und freundliche Atmosphäre weiter stärken. Die wichtigste Herausforderung der nächsten Jahre ist es, das Kernstück des Lotteriesystems mit moderner Technologie zu ersetzen. Als erster Schritt sollen das Design der Website modernisiert, neue Zahlungsmethoden hinzugefügt und Abonnementfunktionen angeboten werden. Als sie von EL erfuhr, war sie positiv überrascht, dass Lotteriegesellschaften in Europa und weltweit über solch eine starke Gemeinschaft verfügen.

Other Articles

View all

Publication of the European Lotteries CSR GUIDELINES coming soon

All over the world, more and more companies are integrating sustainable standards and policies in order to carry out their business in a way that will better manage their risks, anticipate consumer......

Read more Synopsis: fr / es / de

New European Commission report on evaluation of regulatory tools for enforcing online gambling

The report is a result of a Call for Tender (No 641/PP/GRO/IMA/17/1131/9610) for a Study to “ascertain which enforcement tools EU/EEA Member States use, how effective they are and how the regulato......

Read more Synopsis: fr / es / de

Scientific Games | Instant Games’ Epic Evolution

Instant Games’ Epic Evolution Back in 1978, when instant “scratch” games were introduced in the European lottery market, ABBA and the Bee Gees topped the charts and a gallon of petrol cost £......

Read more Synopsis: fr / es / de

Upcoming EL Seminars & Events

INSTANT GAMES SEMINAR 27-29 MARCH 2019, ROTTERDAM (NL) Instant Games, or scratch card games, are a growth category, without any doubt. EL figures show a continuous sales increase for instant games o......

Read more

Intralot | Trends vs Fads

The idea that change is accelerating is a common place. A simple search for “exponential change” on any internet engine would yield an infinite number of articles on the topic, written by reputabl......

Read more Synopsis: fr / es / de

EL takes part in the OECD consultation on tax challenges of digitalisation

Possible solutions to the tax challenges of digitalisation In March 2018, the European Commission proposed new rules to ensure that digital business activities are taxed in a fair way in the EU. Gi......

Read more Synopsis: fr / es / de

European Lotteries adds new ‘Executive’ Module to its Corporate University ELCU

The ELCU – EXECUTIVE will be held over 1 ½ days and is designed for professional staff from Lottery Operators, Suppliers and Regulators who have sufficient experience to actively and usefully parti......

Read more Synopsis: fr / es / de

Martin Adams – Combining AI & Traditional Marketing to Build a Better Brand & Tell Better Stories

Martin ADAMS, CEO of, Marketing & Innovation Advisor, UK The issue? The issue is audiences are fractured and fragmented, it’s so easy to fail to engage with audiences in culture and......

Read more Synopsis: fr / es / de

Marcel Ribbens – An Outside Perspective from an Insider

Ribbens outlined what he believed we needed to challenge, in order to move into the digital age that is ever growing in the current climate. His first point was amending our way of thinking – we n......

Read more Synopsis: fr / es / de

Zoe Cairns – What’s Hot & What’s Not in Social Media Presence Today

Zoe CAIRNS, CEO at ZC Social Media, International Social Media Speaker, Trainer & Consultant, UK Speaking at the EL/WLA Marketing seminar, Zoe Cairns addressed just what’s hot in today’s soc......

Read more Synopsis: fr / es / de

David Caygill – The 10 Marketing Trends that you Need to Know for 2019

David Caygill, Managing Director Innovation Division, Iris Worldwide, UK His first point, experience is everything, underpins every brand. In the days where technology is at the forefront of convers......

Read more Synopsis: fr / es / de

IGT | Are the bats & faangs biting yet?

The major players in today’s advanced and emerging markets are commonly known by two acronyms: “FAANGs” ─ Facebook, Amazon, Apple, Netflix and Google ─ and their Asian counterparts, “BAT......

Read more Synopsis: fr / es / de

EL/WLA Marketing Seminar 2019 – Recurring trends of the seminar

Particular themes stood out consistently among the seminar. Certain trends were obvious, trends all of us should be doing all we can to immerse ourselves in this year to stay with the current cultur......

Read more