EL/WLA Marketing Seminar 2027
EL/WLA Marketing Seminar 2027
As in the previous two editions of the Marketing Seminar, we will gather in the same vibrant city and at the Sofitel Barcelona Skipper, offering an ideal setting for learning, exchange, and networking.
Next year’s seminar once again coincides with the week of ICE Barcelona, allowing participants to combine both events efficiently.
Winning Together: The Power of Partnerships
From Customers to Communities & From Partners to Fellows
The lottery sector is changing fast. New consumer expectations, digital transformation, evolving media habits and growing demands for trust, authenticity, and social responsibility are reshaping the way lotteries engage with players.
In this new environment, success will depend not only on products, channels, or technology, but on the ability to build relevance, create communities and increasingly work together with partners and relevant stakeholders who can help deliver meaningful experiences and long-term impact.
Why attend? Here is what to expect:
The EL/WLA Marketing Seminar 2027 will explore how lotteries can move beyond the ticket - from customer relationships to community building, and from traditional partnerships to meaningful collaboration.
Bringing together lottery peers from around the world, the Seminar is an opportunity to exchange ideas, share inspiration and discuss how partnerships can strengthen engagement, trust, innovation, and responsible marketing. And that’s why the theme is: Winning Together: The Power of Partnerships.
Participants will explore how collaboration with agencies, influencers, technology providers, ambassadors, sports organisations, cultural partners, and wider stakeholders can help lotteries reach new audiences, design richer player journeys, and build stronger connections.
The programme will combine inspiring perspectives, lottery case studies, expert insights, and interactive discussions on the future of marketing, customer centricity, communities, AI-powered engagement, and the role of partnerships in shaping the lottery sector of tomorrow. Whether you’re in a large lottery or small market, this seminar is for you.
For the third time, the Seminar will partially coincide with ICE Barcelona, offering an additional opportunity to connect with the wider gaming ecosystem. Join us to discover how collaboration can unlock new opportunities for growth, relevance, and impact.
Because the future of lottery marketing will be built together – and winning tomorrow starts today.