The Holy Grail

For NLS, the “Holy Grail” is all about relevance and competitiveness. To illustrate this, NLS’ Director of Product Management Pall Palsson introduced the audience to DanTDM, YouTube professional gamer whose activity on Minecraft has clocked over 12 billion views. To some 19 billion subscribers, DanTDM’s videos are about as relevant as it gets.

Lotteries need to stay relevant to the next generation of players and “compete on a level playing field against direct and indirect competition”. NLS believe that having engaging content is key in the age of competition – “so we can grab part of that currency and turn it into sales”. For them, the key challenge is to involve the younger generation.

A Catalan success story

Marc Chabrand, NLS General Manager Spain, gave an insightful insight into the national lottery in Spain, and more specifically, Catalonia. He explained how NLS have had to manage the lottery in competitive and challenging situations, in a very competitive and demanding market. According to him, this took close collaboration with customers by preparing digital channels, including a rebirth in digital marketing and sales. This has resulted in NLS’ fourth consecutive year to date of growth – an impressive result. The Catalonian example demonstrates that close collaboration with customers can help ensure that Lotteries stay relevant and competitive.

Cloud Computing & AI

Manuel Bauer, NLS’ Chief Technology Officer, informed participants that the benefits of cloud computing include “elasticity, network effects and economy of scale, source and reliability”. He added that cloud computing represents a paradigm shift that provides computing resources over the internet.

He also added that players are “used to a different model of consuming”. Examples of this include Netflix, for example, where users purchase access as opposed to “buy to own”. The benefits of this are cost, time, scalability and accessibility – and Lotteries must also get used to this new “omni-channel” model.

Lotteries must also mobilise their use of Artificial Intelligence to reach the “Holy Grail”, including features such as speech recognition, natural language processing and computer vision. Such machine learning can be used in statistical learning. To demonstrate this, the NLS team showed an entertaining video clip of “Sophia”, the social humanoid robot developed by Hanson Robotics, conversing with actor Will Smith.

In search of the ‘Holy Grail’

To stay relevant and competitive, NLS delivered a clear message at the Industry Days that investing in original content, embracing new technologies and ways of doing business and working together with other lotteries are key elements. Embracing future trends towards cloud computing and AI may well be the path towards the “Holy Grail”.

Related Articles

View all



Le Graal

Pour NLS, le « Graal » est une question de pertinence et de compétitivité. Les opérateurs de loteries doivent conserver leur pertinence pour la prochaine génération de joueurs et « se battre à armes égales avec la concurrence directe et indirecte ». NLS estime que le fait d’avoir un contenu attrayant est la clé de l’ère de la concurrence, « afin que nous puissions saisir une partie de cette monnaie et la transformer en ventes ». Pour eux, le principal défi consiste à faire participer la jeune génération. NLS a envoyé un message très clair lors des Industry Days : investir dans du contenu original, adopter les nouvelles technologies et méthodes commerciales et collaborer avec d’autres opérateurs de loteries sont les éléments clés pour rester pertinent et compétitif. Adopter les tendances futures de l’informatique en nuage et de l’IA pourrait bien être la voie vers le « Graal ».


El Santo Grial

Para NLS, el “Santo Grial” depende plenamente de ser relevantes y competitivos. Las loterías tienen que mantenerse relevantes de cara a la siguiente generación de jugadores y “competir en un marco de igualdad con sus competidores directos e indirectos”. En NLS creen que contar con contenidos atractivos es la clave en la era de la competencia: “de ese modo podemos conseguir parte de esa moneda y convertirla en ventas”. Para ellos, el desafío clave reside en involucrar a las generaciones más jóvenes. Para seguir siendo relevantes y competitivos, NLS predicó en los Industry Days un claro mensaje: invertir en contenidos originales, hacerse a las nuevas tecnologías y los nuevos métodos de hacer negocios, y trabajar en conjunción con otras loterías son los elementos clave para el éxito. Abrazar las tendencias futuras hacia la computación en la nube y la inteligencia artificial es el camino hacia el “Santo Grial”.


Der heilige Gral

NLS zufolge sind Relevanz und Wettbewerbsfähigkeit der „Heilige Gral“. Lotterien müssen für die nächste Generation von Spielern relevant bleiben und „direkter und indirekter Konkurrenz auf Augenhöhe begegnen können“. Für NLS sind im Zeitalter des Wettbewerbs spannende Inhalte von zentraler Bedeutung – „um einen Teil dieser Währung abzuräumen und zu Umsätzen zu machen“. Die wichtigste Herausforderung ist es für sie, die jüngere Generation anzusprechen. Um relevant und wettbewerbsfähig zu bleiben, so NLS‘ eindeutige Botschaft auf den Branchentagen, müssen Lotterien in innovative Inhalte investieren, sich neue Technologien und Geschäftspraktiken zu eigen machen und mit anderen Lotterien zusammenarbeiten. Es sei gut möglich, dass Cloud Computing und AI den Weg zum „Heiligen Gral“ darstellten.

Other Articles

View all

INTRALOT | The challenge of privacy and security in a modern gaming world

THE INCREASING SIGNIFICANCE OF PERSONAL DATA PROTECTION In our heavily-loaded-information era, global players deal with a large amount of information in their daily lives; they produce, process and s......

Read more Synopsis: fr / es / de

Webinar 23 April – Lotteries In COVID-19 Lockdown

In a webinar on Thursday 23 April (14:00 GMT, 15:00 CET), conducted in association with EL, VIXIO GamblingCompliance brings together lottery industry experts and executives. Register here =>>......

Read more

EL/WLA Marketing Seminar: “It’s all about the Player”

The 2020 Annual EL/WLA Marketing Seminar, held in London, saw a vibrant mix of senior industry figures and speakers from leading-edge agencies and consultancies combine to create a dynamic event for the assembled international delegates....

Read more Synopsis: fr / es / de

Lotteries and COVID-19: From tactical to strategic continuity

As the COVID-19 outbreak continues to have a dramatic impact worldwide, EL has produced an overview of operational continuity elements that could be – and many of them already are – implemented by individual lotteries to enhance their capability of an effective response....

Read more Synopsis: fr / es / de

“Reflecting on 11 years at the European Lotteries’’ | An interview with former EL Deputy Secretary General Jutta Buyse

Since 2016 Jutta Buyse was the Deputy Secretary General of EL and represented the Association in the Brussels office since 2009. During this time, Jutta led the public affairs for EL and experienced historic moments for the Association at European level....

Read more Synopsis: fr / es / de

EL Communications Seminar: The Good, The Bad and The Ugly!

At a time when digital communication is rapidly evolving and social media is one of the biggest sources of new, it is increasingly important to distinguish fact from fiction. The objective of this year’s EL Seminar was to focus on ‘‘the good, bad and the ugly’’ sides of communications....

Read more Synopsis: fr / es / de

Introduction to the new General Manager of Loteria Romana

Since 10 January 2020 Sebastian – Iacob Moga is the new General Manager of the C.N.  "Loteria Română" S.A., being appointed to this position by the Board of Administrators....

Read more Synopsis: fr / es / de

EL Report on the Lottery Sector in Europe

Every year EL members provide an overview of how they work and demonstrate the importance of lotteries for the benefit of society....

Read more Synopsis: fr / es / de

EL supports ENGSO-led Erasmus+ Sport project launched to foster mental well-being in sport

EL has become a reliable and invaluable advocate for the role of sport in society and it has lent its backing as a ‘Supporting Partner’ to the SPIRIT project, co-funded by the Erasmus+ Programme....

Read more Synopsis: fr / es / de

A partnership for society: EL and ENGSO commit to enhancing the role of grassroots sport in 2020–2021

EL and ENGSO, the European Sports NGO are further extending their partnership with a new two-year agreement (2020-21)....

Read more Synopsis: fr / es / de

Scientific Games | Data in Motion Reimagines Play

C-stores and supermarkets are modernizing to attract consumers who have come to expect more conveniences. The lottery category has the opportunity to create better experiences for players and efficiencies for retailers....

Read more Synopsis: fr / es / de

IGT | Lottomatica: Boosting Support for Women in the Workplace

Italian operator Lottomatica uses a range of programmes and tools to promote gender balance and offer personal and professional support for female employees....

Read more Synopsis: fr / es / de

EL Statement: Postponement of Seminars & Events until 1 July due to COVID-19

Due to the recent outbreak and rapid spread of the Coronavirus COVID-19, the EL Executive Committee has taken the decision to postpone all EL seminars and events until 1 July 2020. It is further decided that the EL Industry Days will not take place this year due to the uncertain situation....

Read more Synopsis: fr / es / de