
Breaking Boundaries - Innovative Approaches to Traditional Marketing Challenges: Highlights from Barcelona 2025
With its exciting move to Spain, the 2025 EL/WLA Marketing Seminar welcomed a record number of participants from 38 countries to explore emerging trends, share best practices, innovative solutions to timeless marketing dilemmas. From managing sales growth while ensuring responsible gaming practices to navigating the complexities of both retail and digital channels, this was an opportunity to discover how to leverage new technologies and turn classic marketing challenges into opportunities for innovation and growth.
The two day Seminar was opened with welcome addresses from WLA President Andreas Kötter and EL President Romana Girandon. Romana emphasised the importance of raising funds for public good - as our core, DNA and what defines us as lotteries. ‘’For the benefit of society isn’t a slogan or a marketing tool. – it is EL’s guiding star, and also our limitation. But also, our most powerful differentiator’’. Growing the markets, expanding revenues, and extending EL’s reach while staying true to its purpose, is a challenge – but also an opportunity.
The event was moderated by WLA Executive Director Luca Esposito and EL Communications Officer Lucy Lenaers-Mathieson.

Exploring Marketing Evolution and Opportunities
Kicking off the seminar, Keynote speaker Peter Corijn, CEO of Vucastar Consulting, provided a thought-provoking overview of marketing’s evolution.

Peter emphasised how to balance timeless marketing principles that remain essential for success, with innovation, including the responsible use of AI and big data to stay ahead in an ever-changing landscape. “The times, media, tools, the audience change, but the core marketing does not – consumer understanding is still at the heart of everything’’.
A lottery CEO panel set the scene for the programme, explored how the lottery sector can adapt to market shifts and evolving consumer preferences. Moderator Philippe Vlaemminck (EL Legal Advisor) was joined by Romana Girandon, President/CEO, Loterija Slovenije (SI), Jean-Luc Moner-Banet, CEO, Loterie Romande (CH), Samuel Awuku, Former DG, National Lottery Authority Ghana and elected MP, and Rebecca Paul, CEO, Tennessee Education Lottery Cooperation (USA). It was agreed that what is important is the context around a product – digitalization, advertising, integrity, innovation – and at the same time emphasising what lotteries do for good causes.
Striking a Balance: Digitalisation and societal transformation
During her Keynote Robin Teigland, Professor of Strategy and Management of Digitalisation, Chalmers University of Technology, Gothenburg (Sweden), inspired us to rethink value creation, the circular economy and how to embrace disruptive technologies. A real-life example of the Peniche Ocean Watch initiative, funded by Santa Casa in Portugal, highlighted the tangible impact lotteries can have on local communities and their force for positive change.

With a focus on how to capture attention and remain credible, SAZKA’s award-winning ‘’We give scratch cards a second life’’ showcased how a lottery company attracts a younger audience with the crucial yet overused topic of sustainability. In addition, Sisal Sans Turkey highlighted a new online campaign drawing inspiration from the dynamics of the digital world. IGT highlighted how bold strategies can capture new audiences, while at the same time align entertainment with sustainability goals. Pollard Banknote Limited focused on the dynamic balance of player engagement and Scientific Games explored how lotteries can compete in a crowded gaming market.
Positive Social Impact & leveraging Heritage through lottery marketing
For the first time ever, the Marketing Seminar organised a dedicated round table on the importance of harnessing lottery heritage to create positive social impact.

Moderated by Hana Barochova and María Núñez, as members of the EL Marketing and Communications Working Group, the panelists - Zsófia Bánhegyi (HU), Federica Valentini (IT), Bénédicte Lobelle (BE) and Maciej Kasprzak (PL) - highlighted campaigns that balanced tradition with modernity. From Hungary’s sports-themed scratch cards to Italy’s artistic ticket designs, the panel showcased how lotteries can remain relevant while fostering cultural and social pride.
In further sessions, case studies looked at how to use innovative approaches to engage audiences, build trust and communities and overcome regulatory challenges such as advertisement bans. Nederlandse Loterij showcased how its annual new year draw has now become a tradition by disrupting the market and Loterie Română highlighted how to turn the challenge of operating under restrictive advertising regulations into an opportunity by embracing social partnerships. Inspiring campaigns like "The Gift of Life" raises awareness about organ donation, highlighting its ability to align with national priorities while promoting its image and brand through meaningful public impact. Postcode Lottery Group focused on the importance of building communities and connecting players to purpose.


Staying ahead of the game
During her Keynote Kate Ancketill, CEO and founder of business futurist consultancy GDR focused on how the diverse realities of Gen Z make them a complex proposition for marketeers, and what lotteries can do to navigate the rapidly evolving AI landscape.
Additional sessions explored the sector trends over the last five years of EL members in particular, digital transformation success stories, such as Norsk Tipping’s journey to becoming a leader in digital share, and Aristocrat Interactive’s transition from a core lottery provider to an iGaming powerhouse.
Moderated by Rebecca PAUL, President and CEO, Tennessee Education Lottery Corporation, a dedicated CEO panel discussed the role of marketing in an evolving landscape with perspectives from the USA. Panelists included David Barden, CEO New Mexico Lottery, Mark Michalko, Executive Director, North Carolina Education Lottery and Alec Thomson, Executive Director of Arizona Lottery.

With a packed programme and diverse perspectives, this year’s Marketing Seminar proved to be a success. The event not only offered invaluable insights into the future of marketing but also allowed for collaboration and innovation within the global lottery community. We look forward to welcoming you later this year at the EL Congress in Bern (CH) from 14-17 September 2025.