EL Communications webinar: The tricks of the (lottery) trade: From online engagement to responsible communications

The digital world is used by consumers for a wide range of activities, and lotteries should be an integral part of that. Players should be able to transfer what they are doing at retail to online, and at the times when retail is not available. It is about the ease of use and experience for customers, while at the same time maintaining a high level of player protection and public order.

With a clear vision of the digital mindset of customers and the technologies and means that can be provided to them, lotteries can tap into the digital presence of the player and provide an engaging experience online.

''Let’s go digital'' will be the focus of the first session of this year’s EL Communication webinar. From the rise of NFTs, e-sports and influencer marketing to the role of social media management in strengthening competitiveness, the importance of digital play is only growing.

The second session of the webinar will focus on the importance of responsible communications – from a global Gift Responsibly Campaign to community projects. As national lotteries believe in a high level of consumer protection and responsible gaming and give them priority over other interests, this should be part of any good lottery communications strategy.