EL Corporate University Induction Module - Congratulations to the class of 2025
From 1 to 4 December we organised the 2025 EL Corporate University Induction Module in Brussels, in the very heart of Europe.
The programme specifically designed for new entrants and cadets in the lottery sector, provided all the key elements needed to embrace the unique aspects of our sector. Hosted by the Belgian National Lottery, this year's edition featured a packed agenda of content sessions, interactive workgroup exercises, and networking activities.
At the end of the programme, 35 participants proudly earned their certification, marking an important milestone in their professional journey.
Empowering Newcomers in the Lottery Sector
We welcomed participatns from 10 different countries, with the most junior attendee only having one month of experience in the sector. Job roles ranged from data analysts and marketing / communications professionals to legal experts and product managers. It was a truly diverse audience with varying levels of expertise and responsibilities - making it an enriching experience for everyone involved.
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The entire module was expertly moderated by Ray Bates, EL Honorary President, and featured an extensive programme led by top experts inside and outside the field who shared their insights and knowledge. Participants explored the fundamentals of the lottery sector - what lotteries are, their historic and culture relevance, how they operate, and why they exist still today - alongside best practices for organising lotteries to meet the needs of customers, partners, regulators and other relevant stakeholders.
The programme also delved into game design and innovation (with a scratch card case study), examining what makes a successful lottery game and how to adapt to evolving trends such as sports betting and omni-channel retail. Digital transformation was a key focus, with sessions on digital marketing, player engagement, and leveraging technology to connect with audiences.
Finally, participants gained a deeper understanding of critical areas such as responsible gaming, CSR principles, legal and integrity frameworks, and effective communication strategies, including PR, social media, and storytelling.
This rich mix of topics provided a unique opportunity for participants to learn from leading experts and gain a comprehensive view of the sector’s challenges and opportunities.
Strong agenda with experienced speakers and experts
The winning team of the Scratch card case study
Making lasting connections
Beyond gaining knowledge, the ELCU is a fantastic opportunity for newcomers to build connections that will last for years. To foster networking, several activities were organised as part of the overall programme. A welcome dinner in a typical Brussels brasserie gave participants the opportunity to enjoy local specialties and to meet other participants for the first time. The National Lottery Belgium also inivited participants to their Lottery Shop in the centre of Brussels to not only listen to an inspiring speech by CEO Jannie Haek but to also experience a live lottery draw. There was also the chance to enjoy the Christmas market and ride on the Big Wheel branded by the Belgian National Lottery.
A special evening for our participants with the Belgian National Lottery
There’s no doubt that our participants are now well-equipped to continue their journey and thrive within the lottery sector. This reflects one of EL’s core missions: ensure alignment as we collectively shape the future of lotteries. Training and connecting our new colleagues is essential to building a strong, innovative community that drives progress. Here’s to learning, sharing, and growing together — because the future of lotteries starts with all of us!
The ELCU 2025 promotion on the Brussels Grand-Place
