EL Corporate University Induction 2025
Open to EL Lottery & Associate Members
Don't miss out on the chance to connect face-to-face with fellow lottery peers, enriching your learning experience like never before! Hosted by the The National Lottery (Belgium) in Brussels from December 1 to 4, 2025, this module is designed for new entrants and “cadets” with up to three years of lottery experience.
Over two and a half days, participants will be exposed to the full range and extent of lottery organisation, games, activities, channels and development, together with an extensive overview of all aspects of the regulatory and competitive environment of the total gaming market in which lotteries compete and operate in Europe.
All of this within the context of the strategy of EL and the model it stands for.
Ray Bates, EL Honorary President and past Director of the Irish National Lottery, will lead a team of several very experienced speakers and experts, all of whom work or have worked as senior lottery officials or as advisors to lottery management addressing strategic and tactical gaming issues.
Participants will receive a complete understanding of…
- What lotteries are; what they do, and why they exist
- How a lottery should be organised so that it will best respond to the needs of customers, agents, suppliers, general public, media and Regulator.
- What makes a great lottery game, and why some lottery games work and other games don’t
- How can the future of sports betting and revenues be guaranteed
- Why is responsible gaming and the wider scope of CSR and ESG important for Lotteries
- Retailing
- Omni-Channel and Digital Retail
- Digital marketing and connecting with the player
- Player profiles
- Draws and leveraging the power of television
- Advertising and Marketing… how to break through the noise
- Understanding the Legal and integrity world of Gaming
- PR, Communication, Social Media and Storytelling
In addition to formal presentations there will be break-out case studies with plenty of interaction as well as design exercises with all participants presenting solutions.
The detailed agenda and complete list of speakers is now available.
Target audience
This program is tailored for newly recruited lottery professionals - referred to as “cadets” - with up to three years of experience. It is designed to meet the needs of staff across all functions and levels, from support roles to senior management, within a modern lottery organization.
The content is relevant to professionals from all disciplines and departments, and is equally valuable for employees of EL partners and suppliers, as well as staff from national gaming regulatory bodies. While the primary audience is early-career entrants, the program also offers rich insights and international benchmarking opportunities that will appeal to more experienced participants.
All sessions, including presentations, exercises, and case studies will be conducted in English.
Important limit : Because of the nature of the teaching/learning dynamic, including team presentation of results of case/design exercises, the total number of participants for the event may be limited. EL reserves the right to limit the total number of participants from any one lottery, or supplier/partner.
When
The event will start on Monday, December 1st 2025 with a welcome dinner (practical details will follow) and will end on Thursday, December 4, 2025 at around 13:00 with a departure lunch.
Where
This edition of ELCU will be hosted by the Belgian National Lottery, in their office :
Nationale Loterij/Loterie Nationale
Belliardstraat 25-33
1040 Brussel
High level agenda
- Day 1 - Mon December 1 : welcome reception/networking evening
- Day 2 - Tue December 2 : full day session + evening activity in Brussels
- Day 3 - Wed December 3 : full day session followed by a live draw at the Belgian National Lottery and an evening activity in Brussels
- Day 4 - Thu December 4 : session till noon. End of the programme with a goodbye sandwich lunch
This edition of ELCU is hosted by the Belgian National Lottery
Accommodation
Participants are requested to book their own accommodation.
Here is a list of suggested hotels near the venue in Brussels (these are just recommendations, participants are free to select the hotel of their choice).
- Sofitel Brussels Europe – Place Jourdan 1, 1040 Brussels
- Thon Hotel EU - Rue de la Loi 75, 1040 Brussels
- Novotel – Sablon - Rue Bodenbroek - Bodenbroekstraat, 2, 1000 Brussels
- Stanhope Hotel Brussels (by Thon hotels) - Rue Du commerce 9, 1000 Brussels
- Aloft Brussels Schuman – Place Jean Rey, 1040 Brussels
(Airport) Transfers are not organized by EL.
Programme
Led by Ray Bates, EL Honorary President, alongside seasoned lottery experts, this is a unique opportunity to learn, connect, and grow. Discover now the full programme and all confirmed speakers.
Pre-registration
We will soon officially open up for registration. Meanwhile you may already show your interest by filling in this form.