EL Advertising Awards 2025
The 12th EL Congress from 14 to 17 September 2025 in Bern, Switzerland continues the tradition of the EL Advertising Awards, designed to acknowledge and promote best practices in lottery advertising.
The awards are open to all EL Regular Lottery Members. The submission period closes on 30 June at 23:59 CET.
Award categories
- Best Corporate Commercial
- Best New Media Production
- Best Product Campaign
- Best Responsible Gaming Campaign
In addition to the four official award categories, Congress participants will have the chance to vote for the ''Best of the Best'' out of the four winners.
Award ceremony
The three nominees of each award category will be presented during a dedicated ceremony, forming part of the official Congress business programme on 16 September 2025. The winner of each of the categories will be announced and awarded a trophy.
During the ceremony there will be the opportunity for Congress participants to vote for the ‘’best of the best’’ out of the four winners.
This winner will be announced and awarded the prestigious ''best of the best'' during the closing celebration on the same day.
Eligibility
- Only EL Regular (Lottery) members are eligible to enter.
- A maximum of three entries per EL Regular Member per category is allowed.
- Commercials should be valid within the last term of the EL Executive Committee (2023-2025).
- Commercials should be in English language an/or with English subtitles.
- Commercials can be in the form of tv ads, cinema, digital (social media YouTube) & radio.
- The entry fee per submission is 250 EUR (ex VAT). One commercial = one submission.
Why participate?
This contest, open to our EL Regular (Lottery) members, is the chance to:
- Recognize outstanding advertising campaigns
- Emphasize core lottery values and the importance of responsible gaming
- Celebrate creativity and innovation
The winners will receive a trophy during the Awards ceremony and will benefit from a great visibility, honouring their team's achievements!
The Jury
- The jury is composed of diverse individuals to ensure fair balance between the vote and to ensure neutrality.
- Expertise in advertising, marketing and the lottery sector also plays an important role in the jury’s composition.
- The jury members will adhere to strict confidentiality to ensure a fair selection/voting process. If a jury member is a member of a EL Lottery Member, they cannot vote for their own lottery.
Judging criteria
- Creativity & Originality: Innovative approach, storytelling, and uniqueness.
- Effectiveness & data driven: Measurable impact and success in reaching target audiences.
- Relevance to Lottery Sector: Alignment with responsible gaming and lottery values.
- Production Quality: Technical excellence in execution, design and aesthetic appeal.
- Public Engagement: Level of audience interaction and response (i.e. ability to gain/maintain customers’ attention and ability to change perception).
Voting procedure
- Collection of submissions: Once the submission period has closed (30 June 2025 at 23:59 CET), the submissions will be collected by the EL Team and made available to the jury (July 2025).
- Review and scoring of submissions: The jury members will independently review the submissions based on the judging criteria (mid July - mid August).
- Deliberation meeting: If needed, a deliberation meeting will be organised with the jury members (mid-end August).
- Gathering of final scores: The final scores will be collected by the EL team and stored confidentially until the award ceremony.