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Explanatory Note: EL Advertising Awards 2025

The 12th EL Congress & Trade Show from 14-17 September 2025 in Bern, Switzerland will celebrate excellence in lottery marketing with this year’s edition of the EL Advertising Awards.

The winners of the four award categories will be announced during a dedicated ceremony, forming part of the official Congress business programme. In addition, there will be the opportunity for Congress participants to vote for the ‘’best of the best’’ out of the four winners. The winner will be announced and awarded the EL Grand Prix during the closing celebration on 16 September.  

Award categories 

  1. Best Corporate Commercial

A campaign that promotes the values, mission, or corporate identity of a lottery. Entries may include commercials produced for TV, cinema, or online platforms (e.g. YouTube). Campaigns should aim to build brand awareness, enhance public perception, or promote corporate responsibility. A 90 second time limit applies to individual ads to provide as fair as possible a basis for comparison and evaluation.

  1. Best New Media Production 

A campaign that uses emerging digital formats and platforms such as social media, email, or mobile content. The 30 second time limit considers the appeal particularly to younger and digital-native audiences. Entries should reflect engaging techniques and creativity with a strong narrative. 

  1. Best Product Campaign 

A campaign that focuses on advertising for specific lottery products (DBGs, sports betting & (online) instant games. Entries should promote a product offering while highlighting its appeal, features, or value to players. The campaign may be delivered across various media types.

  1. Best Responsible Gaming Campaign 

A campaign that promote safe and responsible play. Submissions should reflect a commitment to player protection and social responsibility. Campaigns may target specific audiences or general awareness, and should demonstrate a positive and proactive approach to responsible gaming messaging.

Eligibility 

  • Only EL Regular (Lottery) members are eligible to enter.
  • A maximum of three entries per member per category is allowed. 
  • Commercials should be valid within the last term of the EL Executive Committee (2023-2025). 
  • Commercials should be in the English language and/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.

 

Submission process 

  • Submissions can only be made via a dedicated page on the EL website.
  • Deadline for submissions is 30 June at 23:59 CET.  

 

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 consists of a Chairman as well as several expert representatives. 
  • 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. 
     

Award ceremony 

  • The award ceremony will take place on Tuesday 16 September at 12:00 – 12:45 CET as part of the official Congress business programme.
  • During an ‘’Oscar style’’ format, each category will be introduced with the top three commercials for each category shown. 
  • After each category, the winner will be announced and awarded a prize (trophy)
  • The winning lottery will be given a few minutes to express thanks for the award. 
  • At the end of the ceremony, participants at the Congress will have the chance to vote (once) for the ''Best of the Best'' - the best commercial out of the four winners. 
  • The ''Best of the Best'' winner will be announced and awarded during the closing celebration (evening, 16 September).

Terms and conditions 

  • Registration and payment must be completed to allow the judging of entries. 
  • There will be no correspondence on the shortlisted commercials and the commercials that did not make the shortlist. 
  • There will be no refund of fees.
  • The Jury has the right to make decisions and changes to the procedure or judging criteria if deemed needed and reasonable.