Icon Twitter Icon Facebook Icon Linkedin Icon Arrow Icon Calendar Icon Location Icon Phone Icon Mail Icon Person Icon Close Icon Download Icon Folder Icon Dashboard Black Icon Dashboard Blue Icon Download Black Icon Download Blue Icon Info Black Icon Info Blue Icon Book Black Icon Book Blue Icon Logout Black Icon Logout Blue Icon Network Black Icon Network Blue Icon Secured Black Icon Secured Blue Icon Person Black Icon Person Blue Icon Group Blue Icon Group Black Icon Library Blue Icon Library Black Icon Graduate_cap black Icon Graduate_cap blue Icon eu_flag Blue Icon eu_flag Black Icon Email Icon Play Icon Play icon Icon download-big Icon updated
Marketing Seminar 2027
Barcelona, Spain From: 20 Jan 2027 To: 22 Jan 2027
Jan 20 - Jan 22

EL/WLA Marketing Seminar 2027

Hosted by: The European Lotteries and The World Lottery Association

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.

Registration is open

Register here

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.

Who should attend?

Advertising-, Marketing-, Sales-Managers, Product & Brand Managers, Retail Experts, Digital Experts, CEO/COO/CFO. 

When?

The seminar will start with a welcome reception on the evening of Wednesday, January 20 and end on Friday, January 22, 2026 at around 13:00 with lunch. 

Language

The Seminar will be conducted exclusively in English. 

Seminar Venue

Sofitel Barcelona Skipper 
Av. Litoral 10, 08005 Barcelona |Spain
Airport / hotel / venue transfers are NOT organized

COSTS | JANUARY 20 - 22, 2027


Registration fee is:

  • EL/WLA lottery members 1.950.- EUR + 21% local VAT
  • EL/WLA associate members 2.200.- EUR + 21% local VAT
  • Non EL/WLA members 3.150.- EUR + 21% local VAT
(Participation subject to approval by EL/WLA)

The fee includes participation in the seminar and the meals during the seminar and evenings. The fee does not include hotel accommodation. 

Cancellation policy
Please note that as of December 4, all registrations cancellations will be charged, if not replaced by a colleague

Accomodation
Participants are requested to book their own accommodation for the nights of January 20-21 at the Sofitel Barcelona Skipper.

For the 2027 edition, we have a limited number of rooms available for the night of the 19th January with the same preferential rate.

When booking before October 15, the special discount rate for the hotel is 310€/night (single occupancy) + 13.20€ tourist tax = 323.2€/night or 646.4€ for 2 nights or 969,6€ for 3 nights. Prices will go up when booking after October 15.

As this period is in high demand in Barcelona, we expect hotel rooms to be sold out very soon. Availability on a first come, first serve basis. Please book your room before December 19. After this date, the rooms will be released and you might not enjoy the preferred rate any longer. 

Conditions for the preferential rate:

  • Special rate only applies for a 2 or 3 night stay.
  • All rooms need to be prepaid at the time of booking.
  • Cancel free of charge until December 19.
  • Breakfast, city tax, access to swimming pool and gym are included in the rate.
  • Check-in 3:00 PM | Check-out 12:00 PM 

Questions regarding booking the accommodation should be addressed to the hotel directly.

 

Instructions for booking room with preferential rate: 

  1. Go to the Sofitel website
  2. Select the dates at the bottom: 20 – 22 January 2027 or 19 – 22 January 2027
  3. After selecting the dates, open the twistie “special rates” and go to the last option on the right “Other special rates and promo code”
  4. Choose the option “promo code” and introduce the preferential code:  EL27M
  5. Push the “search” button – then  you will see the special rate of 646.4€ for 2 nights or 969,6€ for 3 nights.
  6. Select your room type (double bed or single beds) and push “continue”

Clicking on the pricing conditions, shows the special conditions