The ELCU is composed of three different modules: Induction, Executive and Director. Following a successful first edition of the EL Corporate University in 2018, a second edition of the Induction module took place this September. The first-ever Executive Module took place earlier in the year.
The Induction Module, aimed at new entrants in the lottery world (up to 3 years experience), allowed for an extensive introduction to the sector and an insight into the many complex activities. Over two-and-a-half-days 50 participants from a broad range of disciplines (marketing, sales, legal, public affairs, communications, business development, IT, and responsible gaming), learnt about all aspects of the regulatory and competitive environment of the total gaming market in which lotteries compete and operate in Europe. The programme was developed within the context of the EL Model and Strategy.
Lively and inspiring presentations covered topics such as marketing & advertising, legal affairs, innovation, communications & storytelling, retail, sports betting, responsible gaming and new ways to engage with customers. Participants had the opportunity to put on their creative thinking caps for two game design exercises – one aimed at designing a lottery game for 18-25-year olds and the other to engage with customers by using new technology.
Designed for lottery professionals with five or more years experience, the ELCU Executive Module builds a further block in its specialised training programme for EL members.
Over one and a half days, EL brought together over 30 lottery professionals to actively participate and contribute to discussions on critical lottery topics. Participants had the opportunity to learn more about innovation, security and integrity, regulation and listen to an inspiring interview with the CEO of Loterie Romande and former WLA President Jean-Luc Moner-Banet.
By working together on several case studies covering the principle areas and activities of a modern lottery, participants had the opportunity to exchange views, expertise and best practices. Topics included the relationship between lottery and regulator, the development of a corporate risk register, game design, new games and innovations, add on games, marketing & PR and internet games.
Looking back at the second year of two successful modules, EL’s Secretary General Arjan van ‘t veer said: ‘‘Lottery professionals from a range of disciplines, functions, countries and levels of experience have learnt something new about the complex world of lotteries. They have exchanged views, tips, best practices, learnt about topics relevant to their needs and developed new skills. Mixing people and competences kept the discussions dynamic, allowing for a good exchange of experiences from the sector. I think it has proved again that this setup of the EL Corporate University is of value to the EL Membership’’.
Both modules were hosted by EL in Lausanne, Switzerland and moderated by Ray Bates, EL Honorary President. Evgeniy Vlasenko sponsored the events in his role as supervisory chair of the EL Education Working Group. All modules will be on the EL calendar in 2020, where the Directors module (aimed at new and longer standing directors – C-level -) will get its premiere.