Issue #54

President’s Perspective

Dear Members, Dear Partners, Dear Friends -- These first months of the New Year have already brought a lot of exciting news and successful stories for our Association. As you may have heard, last 24 February 2017 the new digital version of our EL Magazine won the prize for ‘Highly Commended’ Publication of the year by the judging panel of the European Association Awards 2017 in Brussels. It...

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Big Data to Big Business: It’s not la-la-land (EL/WLA Marketing Seminar, London)

By Paul Jason, reporting from the EL/WLA Marketing Seminar, London Has there ever been a steeper learning curve than the one we face with “Big Data”?  Management now understands the vital importance of data and how it will transform the world of business, and marketing in particular.  Many lotteries are capturing, organizing, and contexting data.  That is a good and necessary start....

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Big Data. Is there a pot of gold…?

By, Peter Zäll, Vice President Product, Marketing and Analytics at Svenska Spel No doubt big data has been the “Buzz word” for the last couple of years! Everyone talks about the pot of gold at the end of the rainbow. But is it even possible to get there? How long will it take? What is the real business value? Has anyone succeeded? The board at Svenska Spel asked me the same question...

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So we have Big Data. Now what?

At a recent EL-WLA joint Marketing Seminar in London, England, Nelson Cabral shared with audience members the leadership philosophies, management principles, and innovation strategies he’s used to drive superior levels of performance and improve creativity and innovation capabilities for lottery and gaming teams. Introducing “The Nelson Touch” Nelson’s understanding of creative l...

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Inch by inch, bit by bit: using Big Data to measure marketing ROI

By Eric Benjamin Seufert, Owner, Heracles As a consultant, I often see executives at client companies run into two distinct but related dead ends when considering a specific marketing campaign: That a campaign looks promising, but we can’t measure it with our existing infrastructure, and we only run campaigns that we can properly measure, attribute, and calculate ROI for That a c...

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Big Data, Big Heart – You can’t sell anything without feelings

By Johanna Kozul, Head of Sponsorship, Veikkaus Oy "You can't sell anything without feeling", said our former Executive Vice President, current CEO Mr Olli Sarekoski, as we were interviewing him for our sponsorship strategy five years ago. This was slightly surprising, as Veikkaus was a company that was strongly product and technology focused. However, Veikkaus was already beginning to focus...

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Arjan van’t Veer is the new Secretary General of the European Lotteries

Arjan van ’t Veer has officially started in his new role as the new Secretary General of the European Lotteries on 1 March 2017, following the appointment by the EL Executive Committee. The 48-year-old Dutchman is already very well known within the European Lottery community, as well as within the European Lotteries itself. After having earned a law doctorate degree on gambling regulat...

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Key initiatives led by the European Lotteries Innovation Group (ELIG)

The ELIG was set up to inspire, connect and engage the EL community in innovation. We do this by knowledge-sharing within the Group – looking at what has worked well and what not so well for partner lotteries – and by engaging with people outside the lottery industry, like start-ups, digital disruptors and accelerator schemes. By Matt Godfrey, Head of Consumer Strategy & Innovation...

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EL & world of sports – Sports Integrity Conference, International Olympic Committee, integrating refugees through sports

ISC Sports Integrity Conference: Lotteries convene key stakeholders in the fight against match-fixing to share views, measure progress and coordinate for future actions    Chairman of EL Sport Committee, Torbjorn Almlid, delivering the closing address on behalf of EL and WLA, underlining the obstacles illegal operators are posing to the overall fight against match-fixing Having a supporte...

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European Court of Justice: Oral hearing in Belgium versus the EU Commission on 26 June

European Court of Justice (ECJ) - General view from rue Niedergrünewald - G. Fessy © CJUE By Philippe Vlaemminck, Managing Partner, Pharumlegal The Belgian request for annulment includes a number of pleas, including that the Commission has not fulfilled its duty of cooperation vis-à-vis the Member States in drafting this Recommendation. Finally, Belgium submits that the Recommendation in...

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EL at the European Parliament – EL Panel Debate on the responsible advertising of gambling

In the light of the on-going revision of the Audiovisual Media Services Directive (‘AVMSD’), the EL organised a panel debate the aim of which was to assess the status of commercial communications for gambling products in terms of the scope of the Directive. The panel debate took place on 14 February 2017 at the European Parliament in Strasbourg and has been co-hosted by 3 MEPs – Hannu...

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EL Innovation Workshop: Pivot, Persevere or Kill. Applying the methodologies and building the skills for innovation

Building the skills for innovation In today’s world, every company faces the challenge of acting innovatively. This means not only imagining new products and services, but remembering to develop and test these ideas with potential customers. The EL Innovation working group organised a two-day methodology workshop from 5-6 December 2016 in London, where 40 participants from a number of EL...

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Scenes from EL/WLA Marketing Seminar, London, February 8 – 10

Primary to the mission of EL is to provide world-class educational seminars to its members.  The gaming industry has always been a changing environment.  But like everything else, the rate of change and the complexity of the issues has exploded in recent years.  The challenge to operate in an increasingly competitive market-place, to adapt to regulatory changes, and ensure the sustainable f...

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Come one, come all to the 9th European Lotteries Congress

The 9th European Lotteries Congress is an event the entire lottery sector has been waiting for since 2015. The event that will be held on 5-8 June 2017 in Krakow, Poland, will revolve around new challenges coming up with 2017 and beyond, important to all key sector players from Europe and all over the world. Make the most of new opportunities offered by modern information technology, m...

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Upcoming EL Seminars & Events

EL and its Members are producing fabulous educational programs designed to tackle real-world issues in a meaningful way.  The clarity of focus, the quality of the speakers, and the relevance of the content has never been better.   Join us for an intensive session that will empower you to bring home lessons to apply directly to your own operations.  And build working relationships with coll...

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Inventing a new Corporate Organizational Structure, Interview with Olli Sarekoski, CEO, Veikkaus

We have all read about the exciting merger of the three Finland games-of-chance operators (Fintoto, Slot Machine Association RAY, and Veikkaus) with great interest. How will the merger benefit the players, and society in general?  Yes, we have indeed been living in very exciting and interesting times! The political process for realizing the potential merger was launched in December 2014;...

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Mario Musa appointed Chief Executive Officer of the Board of Hrvatska Lutrija in Croatia

Mario Musa was appointed Chief Executive Officer of Hrvatska Lutrija d.o.o. in January this year. Mr. Musa graduated from the Faculty of Transport and Traffic Sciences in Zagreb, and earned his master's degree in Business Economics at the IEDC – Bled School of Management. He has previously held various responsible and managerial positions at Posit, OMV, Deloitte, Siemens and HŽ Putnički prij...

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Omri Lotan appointed CEO of Mifal Hapais

He built brands in multiple categories (Paper, Laundry, Beverages, Health and Beauty care, Hard Surface cleaners, Vegetarian Food and Mediterranean salads) and in multiple countries (The Netherlands, UK, Israel, Europe, US, South America, Global), as he led the businesses to significant growth whilst improving the bottom line. Mr. Lotan contributed to many global initiatives, leading futuristic de...

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Eurofootball wins Corporate Social Responsibility Award at the Bulgarian Business Leaders Forum

The leading leading Gaming Company received the prestigious distinction for its “Sports talents” programme in small and medium businesses category. Eurofootball won the grand award for the best Corporate Social Responsibility programme in the small and medium business category at the 14th edition of the annual “Responsible Business awards” of the Bulgarian Business Leaders Forum. The e...

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Playtech: Gamification, making Big Data work hard – Having fun!

For some time now, Playtech has been talking on the themes of omni-channel, player journey, personalisation and Big Data, and in our business, we see Gamification as the next logical step where Big Data can be used to great effect in our customers’ player engagement and sales revenue growth strategies. And we are passionate advocates of the technique because we have seen how effective it can b...

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NOVOMATIC Lottery Solutions: Staying relevant to make a difference

But the emotional connection that makes lottery matter to all adult demographics is lacking. There was a time when jackpots were enough, but then again, there was a time when a one-million-dollar jackpot drove scores of people to the local retailers to wait in long lines for their chance to win “big”. Jackpots are now in the billions of dollars. There is no “Jackpot Fever” at the one-milli...

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Scientific Games: At the Center of Europe’s Lottery Technology

Supported by 24/7 European and global technical operations and disaster recovery systems, the company’s modular, omni-channel AEGIS™ system supports highly-configurable draw games that help lower the cost of introducing new games, predictive ordering and single-ticket accounting for efficient instant game management, and cross-channel sports betting. “Yes, changes in consumers and ret...

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IGT: Innovation and growth begin with player understanding

Research Exchange 2016, Windsor, UK A global and comprehensive approach to understanding the player.  Foresight into consumer behavior can accelerate a lottery’s growth. IGT’s Insights360 team helps lottery customers harness actionable consumer and retail insights across all aspects of their businesses, enabling more efficient decision-making. The group and its partners uncover emer...

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INTRALOT: Successful data-driven strategies require a holistic approach that drives player engagement

In the big data era, collection and analysis of information is transforming traditional industries and gives birth to new ones from manufacturing to retail and services. As lotteries and gaming operators are moving fast towards modernizing the way they address their customers’ needs and digitizing the shopping experience, more and more best practices are being transferred from other industr...

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