"INNOVATING AND REINVENTING" - European Lotteries

News 40 

Magazine of the european Lotteries, 2012, septeMber 

"INNOVATING 

AND 

REINVENTING" 

Content: 

1. Foreword 

3. Editorial 

4. Innovating and Reinventing 

8. Legal 

10. Premium Partners 

13. New Members 

17. Activities

ageNda 2012 

SePteMBeR 

• Joint EL / WLA intErnEt & 

nEW tEchnoLogiEs sEminAr 

(InCLUdIng onLIne PokeR) 

Dates: 25-27 September 

Location: Stockholm / Sweden 

Host: AB Svenska Spel 

tHe eURoPean LotteRIeS 

PReSIdent 

Dipl. ing. friedrich stiCKLer 

Deputy Ceo 

austrian Lotteries, austria 

1St VICe-PReSIdent 

Mr. Christophe bLanCharD-DignaC 

Chairman and Ceo 

La franÇaise Des JeuX, france 

2nd VICe-PReSIdent 

Mr. tjeerd Veenstra 

Director 

De Lotto, netherlands 

oCtoBeR 

• rEsponsibLE gAming sEminAr 

Dates: 9 (afternoon) and 10 (all day) October 

Location: Budapest / Hungary 

Host: : Szerencsejáték Zrt. 

• pr & communicAtion Workshop 

Date: 11 October 

Location: Budapest / Hungary 

Host: Szerencsejáték Zrt. 

MeMBeRS oF tHe BoaRd 

Mr. torbjørn aLMLiD, ph.D. 

president and Ceo 

norsK tipping as, norway 

Dipl.-Kfm. hansjörg hÖLtKeMeier 

Member of the Managing board 

DeutsChe KLassenLotterie ber- 

Lin, germany 

Mr. franci KriŽan 

Member of the board 

LoteriJa sLoVeniJe D.D., slovenia 

Mr. José Miguel MartÍnez MartÍnez 

president 

soCieDaD estataL LoterÍas Y 

apuestas DeL estaDo, spain 

agenda 

Mr. fernando paes afonso 

Vice-president 

santa Casa Da MiseriCÓrDia De 

Lisboa, portugal 

Mr. ivan pitteViLs 

Chief executive officer 

nationaLe LoteriJ, belgium 

Mr. Marco saLa 

Ceo & Managing Director Lottomatica 

group spa 

LottoMatiCa spa, italy 

Ms. Dianne thoMpson, Cbe 

Chief executive 

CaMeLot uK Lotteries LtD., 

united Kingdom 

noVeMBeR 

• rEtAiLing Workshop 

Date: 6 November (one day meeting) 

Location: Paris / France 

With the support of La Française des 

Jeux 

don’t MISS oUt on a UnIQUe oPPoRtUnItY to IMPRoVe YoUR RetaIL StRategY! 

timE is ticking - rEgistEr noW For EL rEtAiL Workshop 

You asked for it and we are delivering! 

After the excitement generated by our Retail Seminar in Dublin last November among all participants, you asked us to set up 

a regular meeting strictly focused on Retail. In response, we are offering a one-day Workshop in Paris on November 6, 2012, 

hosted by La Française des Jeux. 

Today’s marketplace is about changes happening on a daily basis and this meeting will emphasize retail adaptability – an 

essential factor for Lotteries and their retailers in order to survive a difficult economic environment, heavy competition and 

quickly changing consumers’ habits. 

If you want to gain invaluable insights, benchmark your own experiences against those of other lotteries and participate in 

challenging discussions with out-of-the-box ideas on new retailing methodologies and strategies, this workshop will answer 

all your questions. 

REGISTER ONLINE AT: www.european-lotteries.org 

Registration for all our seminars can be made online at http://www.european-lotteries.org 

All events are available on our website (under events). Announcements are made a few months in advance. 

© copyright photo front page: société de la Loterie de la suisse romande 

geneRaL SeCRetaRIat 

Ms. bernadette LobJois 

secretary general 

av. de béthusy 36 

Ch – 1005 Lausanne 

tel. +41 21 311 30 25 

fax +41 21 312 30 11 

http://www.european-lotteries.org 

email info@european-lotteries.org 

the european Lotteries news septeMber 2012

foreword 

deaR eL MeMBeRS, 

deaR FRIendS, 

Lottery operators owe it to themselves 

to be at the forefront of innovation and 

the same is true for our association. We 

thus are excited to present you the results 

of our internal survey on new projects, 

changes, challenges and innovative 

approaches for our lotteries in this 

edition of the EL magazine. The results 

of this survey will be of great use to define 

the future work programme of our 

association and allow each lottery operator 

to learn from the colleagues on the 

challenges and opportunities faced and 

how they handle them. I warmly thank 

all our members who have taken the 

time to contribute to this survey. 

We now approach the last quarter of the 

year 2012. I believe the most important 

achievement of our association in the 

past months is the publication of our 

White Paper on a Sound and Sustainable 

Gambling Policy for the Benefit of 

Society that we shared with European 

policy makers in July, clearly stating our 

position ahead of the political discussions 

that we can expect in the autumn. 

In the Paper, we stress that protecting 

European consumers against illegal operators 

that flood the European markets 

with dangerous products should be the 

first and foremost aim of any action at 

European and at the national levels. 

Building on our four principles subsidiarity, 

integrity, precaution and solidarity, 

it outlines seven key demands 

towards the European institutions and 

Member States. We demand that the 

sustainable contribution of lotteries to 

society be taken into account in all discussion 

at EU level, in line with the 2010 

Council conclusions. We notably call for 

more effective enforcement, the protection 

of sport integrity and that the EU 

institutions should recognise the primary 

competence of Member States in 

the field of gambling. 

The White Paper forms a solid basis 

for our future engagement with policy 

makers. I urge you to also share it at 

the national level with the policy makers 

in your country. I believe this paper 

positions us ideally for the many challenges 

that lie ahead. My special thanks 

go to all the working group members 

that have been involved and to my colleagues 

in the Executive Committee for 

our fruitful discussion on what key ideas 

we should advance. 

The European Commission is now expected 

to publish its Action Plan on online 

gambling this autumn. The Commission’s 

activity on gambling will now 

intensify even further and the Commission 

will set up an expert group in which, 

we have learned, Member States will be 

represented. It will be essential that all 

of us are in close contact with the representatives 

of our Member State in this 

expert group. The Commission’s Action 

Plan will also lead to political discussions 

in the European Parliament, and 

probably in the European Economic 

and Social Committee. Our association 

has learned a lot from our successful 

participation in these debates in the 

past and we must ensure that our message 

is heard loud and clear once again 

in the forthcoming discussions. 

ForEWord 

Our association will thus once again 

have a busy autumn. Of course, the internal 

work does not stand still and we 

will have the opportunity to learn from 

each other and from prominent speakers 

at the different seminars that our 

association is organising. In particular 

we can look forward to a meeting of 

our different working groups in October, 

from which we hopefully will learn 

how our working groups can coordinate 

together even better and create further 

synergies for the benefit of the entire association 

and all its members. 

I look forward to all of us continuing our 

work together this autumn. 

1 the european Lotteries news septeMber 2012 

Friedrich STICKLER 

EL President

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editorial 

a BUSY SUMMeR oF 

MeetIngS 

Apart from finalising its White Paper on 

a Sound and Sustainable Gaming Policy 

for the Benefit of Society, EL was also 

very much involved in sports developments 

throughout the summer. To continue 

defending the integrity of sport, 

two major projects have emerged to 

which EL responded positively: 

ICSS\SORbONNE SPORT INTEGRI- 

TY PROGRAmmE mEETING 

The International Centre for Sport Security 

(ICSS), an organisation based in 

Doha, Qatar seeks to become a global 

hub of expertise in the field of sport security, 

safety and integrity. In that optic, 

it recently signed a partnership with the 

Pantheon-Sorbonne University in Paris. 

Within the framework of their partnership, 

the two organisations held a meeting 

in Paris on June 26, bringing various 

experts together in order to lay down the 

foundation of an international sports 

integrity contribution. There was a wide 

range of high-profile participants (both 

academics and practitioners), including 

representatives from the IOC, UNESCO, 

Interpol, FIFA and UEFA. 

EL was represented at the meeting and 

its expertise recognized. The Chair of 

the meeting praised our contribution to 

sports integrity, indicating that Lotteries 

have succeeded in establishing themselves 

as a responsible model. EL, also 

represented at the September meeting, 

submitted a document about the priority 

measures that could be taken against 

match fixing by the organisers. 

IRIS - INSTITuTE Of INTERNATION- 

AL ANd STRATEGIC RELATIONS 

In addition to its strong presence at the 

ICSS meetings, EL recently joined forces 

with IRIS with regard to the recent call 

for proposals by the European Commission 

to identify and test suitable networks 

and good practices in combating 

match fixing in sports. 

IRIS, a non-for-profit organisation 

based in Paris, submitted a proposal 

with particular intent to raise awareness 

among national sport authorities 

on the match-fixing phenomenon. 

By organising national workshops in all 

EU states to increase awareness among 

sport authorities, IRIS aims at enhancing 

information sharing, exchange of 

best practices and better coordination 

to fight match fixing at a national scale. 

Given the EU requirement for private 

funding for at least 40% of the project, 

IRIS asked EL to contribute, which of 

course we obliged. We then proposed 

that each Lottery within the EU bear the 

costs of the national seminars organised 

by IRIS. 

I take this opportunity to wholeheartedly 

thank the EL members 

who answered favourably our call. 

SportAccord, ENGSO, Salford University 

and Sport & Citizenship are also part 

of this project, which, if accepted by 

the European Commission, will bring 

a significant contribution to the fight 

against corruption in sport. 

We expect to hear from the European 

Commission in October and we will 

keep you posted about any progress regarding 

this project. 

OThER buSINESS 

For the remainder of 2012, the following 

seminars are in preparation: 

Responsible Gaming Seminar in 

budapest on October 9 and 10 

This seminar will focus on best practices 

in responsible gaming: “PLAY SAFE”. 

But this year we aim to simplify the cer- 

edItoRIaL 

tification process as much as possible. 

We want to make it easy for you to “JUST 

DO IT!” 

EL’s objectives are to have all Members 

certified and all participants will receive 

any assistance and material to begin the 

process. 

Public Relations & Communications 

Workshop on October 11 in budapest 

“Communicating the importance for 

society of State Lotteries” 

With the participation of Mr. Clarence 

Mitchell as keynote speaker 

Clarence Mitchell is Managing Director 

at Burson-Marsteller in London, providing 

strategic counsel to corporate 

and public affairs clients. Previously, 

Mr. Mitchell had been Director of the 

UK Government’s Media Monitoring 

Unit leading a team that advised No. 

10 Downing Street and all of the major 

Government Departments on how best 

to respond to the daily news agenda. 

Lottery Retailing Workshop: Reinventing 

Retail … Think Retailer! 

Following up the success of the EL Retail 

Seminar (“Time to get back to Basics!”) 

in Dublin in November 2011 and 

at the participants’ request, a one-day 

meeting will be organised in Paris on 

November 6, 2012. This will give participants 

the opportunity to continue their 

discussion and exchange experiences 

on retail sales. 

The 2013 programme is in preparation 

and a complete list of events will be 

available in the next issue. If you would 

like to organise an event, just let us 

know and we will be pleased to provide 

you all needed information. 


Sincerely yours, 

Bernadette Lobjois 

Secretary General

InnoVatIng and ReInVentIng 

tHe LotteRY ModeL: 

In a world that is changing rapidly, lottery organizations 

have arrived at an inflection point, as most analysts 

indicate. EL has been preparing its Members for 

the changes that need to be implemented and looking 

back at the Industry Days in Amsterdam in May 

2012, all speakers have emphasized the necessity to 

fit in a world now dominated by social media and 

economically challenged. Two essential factors seem 

to show more interest for lotteries: innovation and 

sustainability. State Lotteries are traditional business 

models due to legal restrictions, but a new direction 

must be applied among heightened competition and 

pressure to raise funds by cash-strapped governments. 

Does that mean lotteries have to reinvent their whole 

approach? Probably not, but a critical look at what 

has been done so far and the necessity to enhance 

game operations will more likely be on many agendas. 

We have asked Lotteries to tell us what measures 

they are taking to remain viable in an uncertain future. 

CREATING AN ENVIRONmENT ThAT IS fuN, 

SAfE ANd fRESh 

LCDF-2012_F200-p2v1-FR+df.pdf 1 16.07.12 16:12 

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BILLET & JEU TV 

www.graphicdepartment.ch 

CDLF-2012_ANNONCE-210x297 copy.pdf 1 19.07.12 11:29 

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vos points de vente Loterie Romande. 

Lottery games are consumer products that are affected 

by consumers looking for the newest experiences. 

Fun is one of these experiences that the lottery world 

has mastered over the years. Loterie Romande in 

Switzerland for example will soon launch a new project 

that highlights this fact: “Les Clés de la Fortune” 

is a new TV game that is based on a totally redesigned 

structure making it more entertaining both for the 

players and the viewers, while emphasizing the sale 

of scratch-tickets. Fun can also be provided via online 

features such as a live chat enabling more player 

interaction as it is offered in Finland by Veikkaus 

with eBingo. In the Bashkortostan Republic, Ural 


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Loto chose to present a large array of different lottery 

games to enhance a player’s experience through 

a diversity of play choices. 

While players like to be entertained, they also require 

and expect a safe and stable play environment. State 

Lotteries, subject to strict government regulations, 

are socially conscious business models, making every 

effort to provide secure products without excess 

in a responsible way. Santa Casa da Misericórdia de 

Lisboa in Portugal is taking actions to limit the risks 

surrounding their activities. Development of new 

communication channels, improvement in both 

operation efficiency and profitability and increase 

in the diversification of game portfolio cannot be 

achieved without a conscious obligation among all 

actors – Lottery staff, retailers, agents, suppliers – to 

offer games in a social responsible manner and in 

complete agreement with the organization’s security 

requirements. New ways of betting on the Internet or 

via mobile devices are inevitable in Portugal and to 

ensure Santa Casa da Misericórdia de Lisboa’s invest- 

4 the european Lotteries news septeMber 2012

hoW to gEt thE right bALAncE? 

ment in integrity and security, the Lottery is working 

on the use of a Lottery Smartcard that will allow players 

to access safe, easy and secure online services. In 

Hungary, security is maintained by Szerencsejáték 

Zrt. through three main actions: develop a centralized 

knowledge sharing to improve staff’s efficiency; 

regular training and support via educational material 

to help the sales network emphasize its impact 

on the public; and offer public education to increase 

players’ awareness of the Lottery’s game procedures 

and its social programs. In the Czech Republic, the 

revamped Sazka sázková kancelář a.s. requires that 

all game development follow the implementation of 

the newly formulated “best practices,” an essential 

feature to maintain consumer confidence in the Lottery. 

With the whirlwind of novelties spurred by a constantly 

updated technology, consumerism for new 

products has reached new heights. Lotteries are 

subject to these changing trends and must continually 

offer fresh products to keep their players happy. 

The vast opportunities provided by the Internet and 

the viral effect of social media have revolutionized 

the traditional economic model of “supply and demand.” 

Now consumers focus on products that fit 

their vision of “the new, the fast, the fun and the responsible”. 

Lotteries have to provide all that in order 

to remain competitive. To answer this new consumer 

dynamics, Loterie Nationale in Luxemburg is now 

offering new games including Horse Betting to respond 

to a larger player base. In the same optic, the 

Lottery has decided to modernize its sales network 

with state-of-the-art terminals to optimize the interactivity 

between retailer and player. Športna Loterija 

in Slovenia is adopting new Internet games and 

mobile applications with implementation of new 


POS technology such as self-service terminals. In its 

search for effective ways to sway younger players, 

ONCE (Organización Nacional de Ciegos Españoles) 

has adopted mobile technology, which now offers 

applications on Smartphones for informational purposes 

as a first step. With the opening of the online 

gambling market in Spain and the slew of new operators 

presenting Sports Betting, Poker, Bingo and Casino 

games on Internet, ONCE has also introduced 

the Euro-Jackpot to add added value to its portfolio. 

Although its Lotto 6/49 has remained extremely popular, 

Saarland Sporttoto GmbH in Germany has decided 

as well to refresh the look to its portfolio by offering 

the Euro-Jackpot. Internet game distribution 

being allowed now in Germany, Saarland is revitalizing 

its technology with a brand new central wagering 

system based on the AEGIS software. Toto-Lotto 

Niedersachsen GmbH, in the wake of the opening of 

the Internet gambling market in Germany, is preparing 

to replace its now obsolete terminals and implement 

in 2013 a new central system as well: this will 

bring many changes in the Sports Betting arena. In 

Romania, along with new break-open and scratch 

tickets, Loteria Romana S.A. is studying the opportunities 

presented by new points of sale in malls, supermarkets 

and other shopping centers. 

KEEPING INNOVATION COmING 

Keeping innovation going for a long time is a main 

difficulty for any lottery. In a fast changing world, 

what is innovative one day might be “old” the next. 

It has become really hard to maintain the interest of 

regular players and it is a challenge to find ways to 

attract new players among the younger generation. It 

is undeniable that innovation creates success. Santa 

Casa da Misericórdia de Lisboa is focusing on business 

intelligence, digital technology and game diversification 

to present entertaining solutions to its 


player base while securing a reliable source of revenue 

to good causes. For Loterie Romande, one of the 

key elements is creativity, which is at the source of 

innovation. It is an integral part of the game development 

but it also allows a lottery to rethink everything 

that has been done: this is a collective effort within 

the organization by all departments. New game formats, 

even if they are important and necessary, might 

not always lead to commercial success; what is most 

effective at Loterie Romande is an innovative and 

unusual presentation of a simple and known game 

format. At Veikkaus, innovation must also permeate 

the entire organization and everyone - from marketing 

to responsibility evaluation, from customer service 

to even customers and sales agents - must take 

part in the brainstorming of ideas for new products. 

In Azerbaijan, Azerinteltek CJSC follows a similar 

approach by creating enthusiasm for new projects 

among its staff and retailers. For some organizations, 

the upgrade of game formats such as Odds Betting in 

the Czech Republic or in Germany is a necessary innovation 

to reach a larger market share. 

For others such as the Loteria de Catalunya or Ural 

Loto, innovation goes beyond new game development: 

it can be used within distribution channels; 

it could also be new options such as extra numbers 

added to a Lotto or additional prize categories or 

even an increase of the jackpot. Innovative approach 

can include a newly defined communication and 

marketing campaign via social media networks or 

the Internet. In Israel, the staff at Winner-Toto considers 

innovation a tool to progress: throughout the 

organization, the mantra is innovation or stagnation. 

That forward attitude has led the team to rethink the 

game portfolio and introduce new Odds Betting options 

with handball, tennis, motor sports, baseball 


and American football: a little bit of everything for 

everybody to reach a broader audience! 

ChALLENGES fOR A SuSTAINAbLE fuTuRE 

Today’s economic situation, high unemployment 

and reduced discretionary income do not presage an 

optimistic future for the lottery market. In addition, a 

lot of European countries are seeing new legislations 

favoring an open market to allow more gambling operators 

competing for a share of the national market 

such as in Spain or in the Czech Republic for example. 

The challenges to survive and establish a sustainable 

future are many and some organizations are introducing 

changes essentially to stabilize their market 

share. As a way to consolidate its stakes in the face 

of increased competition, Sociedad Estatal Loterías y 

Apuestas del Estado (SELAE) in Spain has focused its 

attention to improving its existing game operations 

through a broad restructuration: a new central system 

AGIL to manage all games; a new prize structure 

and the adjunction of a Joker option for the Primitive 

game to make it more attractive; new game formats 

with Oddset, Sports Betting and Horse Betting and 

even making its famous “El Gordo” game available 

at international level by signing contracts with game 

operators in other countries. Other lotteries are looking 

into expanding their own sales networks by collaborating 

with other retail networks in places where 

people tend to spend a lot of time such as supermarkets, 

gas stations, malls and other large shopping 

centers. In Romania, Loteria Romana S.A. is working 

on such implementation in the next few months 

while knowing that many challenges will rise with an 

extended network. In Germany, both Saarland Sporttoto 

and Toto-Lotto Niedersachsen know they need 

to innovate in order to cope more efficiently with the 

new online competition: changes might create some 


difficulties at first especially with ODDSET due to the 

recent partial privatization of the Sports Betting market, 

but their participation in the Euro-Jackpot that is 

offered by several of their European neighbors is seen 

as a positive new step. Repackaging to highlight the 

entertaining aspect of games is sometimes all that is 

needed to rekindle players’ interest in simple games, 

as Loterie Romande has experienced. The Lottery’s 

main challenge is to successfully promote the dream 

and add some spice to people’s lives, and to arrive to 

that, the organization has to find fit solutions for its 

own market and culture. 

For some such as Santa Casa da Misericórdia de Lisboa, 

the current gloomy economy and social situation 

might in fact present opportunities. The crisis 

can actually bring the Lottery to reinvent its own future 

by being more creative and smart about choices. 

At Loterija Slovenije, one way to address the decline 

in purchasing power is to increase cooperation with 

players by involving them in most lottery activities 

and making sure the offers provide benefits to the 

players. In Catalonia, more prize categories might 

have a positive impact, as games will offer more 

winning opportunities to more people. Ural Loto is 

expecting strong competition in the next few years 

from new operators and especially in the Sports Betting 

market with the 2014 Sochi Olympic Games. 

Therefore to increase consumer confidence in the 

Lottery, the organization will have to rely on strong 

partnerships with retailers: the challenge will be to 

find best methods to motivate this sales network 

starting with better reward programs for the store 

owners and their staff. While Winner-Toto is expecting 

growth in Israel, there is no doubt that the illegal 

betting sector is getting stronger. Therefore, the way 

to address this threat will be to launch betting offers 

on the newest platforms presented by Internet and 

the mobile industry. With that will come the challenge 

to market and implement these new platforms 

in the shortest time possible to fulfill quick changing 

consumer needs. Veikkaus feels the same way and although 

using social media to expand customer base 

is a necessary step toward growth, there is a risk presented 

by rapid increase in customer transactions. 

Even though the customers’ growing needs are met 

by reforming and improving lottery operations, the 

gaming system structure becomes subject to additional 

requirements. 

Changes are necessary within each lottery organization 

to fight either illegal operators or newly author- 


ized private operators. Also with less discretionary 

income, more players are less interested in spending 

money especially for products selling “dreams”. 

These are the facts commonly described in Europe 

as the most imminent challenges. One particular 

comment that all lottery organizations shared is that 

innovation makes a bigger difference when it is applied 

in a balanced manner to the business model 

rather than to products or operations. European Lotteries 

Members are fully conscious of the fact that it 

is more important to innovate in areas where competitors 

cannot act: for example engaging customers 

with direct and clear communication, emphasizing 

the impact of purchasing a lottery ticket on good 

causes supported by a Lottery or using social media 

to precisely demonstrate a Lottery’s return to the 

community. 

Each organization that has been interviewed for this 

article has offered similar conclusion: a State Lottery 

offers strong arguments in providing safe games to 

the public through highly responsible operations 

and strong support to society. With a little bit of creativity 

and the right amount of innovative approaches, 

they all are confident of a sustainable future even 

in difficult times. 


tHe tReatY on tHe eURoPean UnIon and 

tHe tReatY on tHe FUnCtIonIng oF tHe eU 

and tHe CoMPetenCe on LotteRIeS : 

AppLying thE principLE oF conFErrAL? 

During the Competitiveness Council 

of 10 December 2010 the Council 

adopted with unanimity conclusions 

whereby the specific role of Lotteries 

was recognized. Important in that 

regard was the heading of the Lottery 

paragraphs of the conclusions that 

were speaking about “the sustainable 

contribution of lottery and related 

services to society”. 

It is worth to recall here the exact 

wordings of the conclusions in order to 

put them into perspective. 

13. RECALLS that all Eu member 

States have different types of state 

lotteries or lotteries licensed by 

the competent state authorities, 

providing lottery services. 

14. NOTES that a few member States 

temporarily or permanently 

authorize smaller scale lotteries 

for the benefit of charitable or 

philanthropic purposes. In the 

same manner, certain member 

States allow for other games of 

chance to fund such benefits. 

15. RECOGNIZES that contributions, 

in particular from state lotteries or 

lotteries licensed by the competent 

state authorities play an important 

role for society, via for example the 

funding of good causes, directly or 

indirectly where applicable. 

16. AGREES that this specific 

role should be recognized in 

discussions at the European level. 

The wording of these conclusions is very 

important and reflects the discussions 

in the Council Working Group. First of 

all it recognizes the fact that there is a 

“sustainable contribution”. Second it 

admits that the contribution comes 

through “lottery and related services”. 

This issue was mainly raised by a number 

of Member states where other gambling 

services, like sport betting, are part of 

the operators'activities that contribute 

to society, whether this is through a state 

monopoly or other structure. Indeed 

the Council recognizes that there are 

“different types” of state lotteries or 

lotteries licensed by the competent 

state authorities, distinguishing these 

type of operators from the smaller scale 

lotteries mentioned in §14. The Council 

recognizes that the contribution made 

by the first group (mentioned in §13), 

plays “an important role for society” 

via “for example the funding of good 

causes, directly or indirectly where 

applicable”. 

The funding, direct or indirect of good 

causes is an example of the contribution 

for society. By stating this, the Council 

admits that there are different ways of 

funding good causes, but also that the 

contribution for society exceeds the 

issue of funding. Implicitly the Council 

admits that state lotteries have an 

active channeling role and protect the 

consumers through the model they 

operate games. The state lottery model 

is clearly the crucial element in this 

debate. 

In today’s world the Lottery model is 

indeed more relevant than the games 

they offer. Indeed scratch tickets on 

line are look-alikes of slot machines on 

line. Sport betting is offered by Lotteries 

and by commercial online operators. 

The games are no longer the “summa 

divisio” between the Lotteries and the 

remote gambling operators. Actually, 

as the CEO of one of the biggest Lottery 

operators in the world said, the model 

behind their business is becoming the 

most relevant factor distinguishing 

Lotteries from commercial operators. 

The Lottery model is indeed a “social” 

model whereby the non economic 

aspects are as important as the business 

aspects. Lotteries operate large scale 

and low risk games creating fun for 

a large community of citizens who 

realize that by playing these games they 

contribute to society. In their various 

formats Lotteries belong to the people. 

But because of the important flow of 

money, the inherent risks of games of 

chance and the need to keep it low risk, 

LegaL 

Philippe Vlaemminck 

governments all over the world have 

only permitted Lotteries to the extent 

that they are strictly regulated and 

properly controlled. 


By operating this model, Lotteries 

do contribute to society in various 

manners. This specific role for society 

is what the Council, actually all 27 

Member states wants the Union to 

respect within the context of the Treaty. 

Is the Treaty on the Functioning of the 

European Union providing space for 

such political decision ? 

The current TFEU is indeed very 

different from the original EEC Treaty. 

The older treaty was only addressing 

economic questions. Today’s European 

Union does recognize that the Union 

has a broader role and scope. The 

basis is to be found in the simultaneous 

application of the TEU and the TFEU. 

Both Treaties do foresee in specific, 

sometimes exclusive, competences. 

In several cases the competence is 

limited to support and supplement 

the Member States competence and 

adopt (incentive) measures , excluding 

harmonization as it is the case in articles 

165-167 TFEU regarding a.o. sport and 

culture. 

Art 5 TEU states that : 

1. The limits of Union competences 

are governed by the principle 

of conferral. The use of Union 

competences is governed by the 

principles of subsidiarity and 

proportionality. 

2. Under the principle of conferral, 

the Union shall act only within the 

limits of the competences conferred 

upon it by the Member States in 

the Treaties to attain the objectives 

set out therein. Competences not 

conferred upon the Union in the 

Treaties remain with the Member 

States. 

3. Under the principle of subsidiarity, 

in areas which do not fall within its 

exclusive competence, the Union 

shall act only if and in so far as the 

objectives of the proposed action 

cannot be sufficiently achieved by 

the Member States, either at central 

level or at regional and local level, 

but can rather, by reason of the scale 

or effects of the proposed action, be 

better achieved at Union level. 

4. Under the principle of 

proportionality, the content and 

form of Union action shall not 

exceed what is necessary to achieve 

the objectives of the Treaties. The 

institutions of the Union shall apply 

the principle of proportionality as 

laid down in the Protocol on the 

application of the principles of 

subsidiarity and proportionality. 

While up to now the discussion 

was often limited to the question of 

respecting the principles of subsidiarity 

and proportionality, it could be useful 

also to integrate in the debate of the 

principle of conferral. 

Indeed the principle of conferral refers 

to the competences which have been 

given to the Union by the Member 

States. The two other principles do only 

talk about the way the Union has to use 

those competences. 

There is no discussion anymore about 

the fact that, to the extent that the EU 

has competence in the gambling sector, 

the principle of subsidiarity must be 

applied. The court of Justice of the 

EU did indeed decide that gambling 

activities are services, although of a 

particular nature. Notwithstanding 

this, considering the risks inherent to 

this activity, the Member States are the 

best placed to regulate these activities. 

The role of the EU is to check whether 

these restrictive policies are consistent 

and strictly limited to the aims pursued. 

In other words has the principle of 

proportionality been respected? 

According to the CJEU the Member 

States have a large discretionary power 

to decide about the model to operate 

games of chance, including whether 

making private profit by operating 

games is acceptable. Only to the extent 

LegaL 

that Member States try to maximize 

profits for the state and/or good causes 

within a restrictive environment, this 

is questionable as it is driven by an 

economic objective. 

It can be argued that deciding that 

Lotteries have a specific, non economic 

role, for society, and therefore making 

the choice for the lottery model as 

described above, is a competence of the 

states and has not been conferred to the 

Union. 

The way Member States do contribute 

to sport and culture through their 

lottery belongs to their competence. 

In the Football Association Premier 

League case the Court of Justice of the 

EU recognized recently that Member 

States have the right on the basis 

of art. 165 TFEU to protect in their 

domestic legal orders sporting events 

and sport integrity (para. 100 & 102). 

The Union’s conferred competence in 

these areas is indeed limited to support 

and supplement the Member States, 

and adopt incentive measure excluding 

harmonization. 

By adopting the Council conclusions on 

10 December 2010, the Member States 

have actually clarified that the only 

competence they have conferred to the 

Union regarding lotteries are the pure 

economic aspects, and they are even 

particular. We can therefore argue that 

the lottery model as described above 

does not belong to this. The debate on 

the principle of conferral has not yet 

been exhausted, but should take place 

if necessary. 

By Philippe Vlaemminck 

EL Legal Adviser 


A few years ago, European lotteries sent a questionnaire 

to their suppliers inquiring about initiatives 

supporting corporate social responsibility, or what is 

commonly referred to by companies around the world 

as CSR. This program review initiated by the lotteries 

included a strong focus on environmental commitments 

and sustainability. It made many in the lottery 

industry around the world take a step back to evaluate 

supply chain operations. Others moved forward to 

build upon programs that were already in place. 

It was clear that in Europe, a commitment to sustainability 

was no longer from big brands only. The same 

environmental requirements for global giants like Coca-Cola, 

Nike and BP had made their way to the lotteries. 

And to lottery vendors. 

Scientific Games’ manufacturing and operational facility in 

Leeds, England was recently awarded OHSAS 18001 certification. 

Lotteries in Europe began to require that their suppliers 

meet and exceed high standards of environmental, 

employee welfare and health and safety practices, 

as required by European governments. Countries leading 

the way were Finland, France, Germany and the 

United Kingdom. 

In 2009, the Finnish National Lottery, Veikkaus Oy, 

adopted an ambitious environmental goal to reduce 

their level of carbon dioxide emissions by 35 percent 

by the end of 2013. Calculations in 2011 indicated that 

Veikkaus had already managed to reduce emissions by 

29 percent and was on target to achieve their goal. The 

environmental impacts were analyzed in cooperation 

with Gaia, a company specializing in sustainable development. 

Veikkaus’ carbon footprint was reduced by 

roughly one fifth in just two years. 

“One of the single, most significant factors leading to a 

reduction in Veikkaus’ emissions was the adoption of 

green electricity last year. Our next steps will include 

compensating for carbon dioxide emissions caused 

by air travel,” said Pauliina Siiskonen, CSR Specialist 

for Veikkaus. “Our carbon footprint has also been reduced 

by organizing video conferences and choosing 

rail travel within Finland, and by making our company 

cars subject to stricter emission limits.” 

Some of the formal certifications that have become 

standard for lotteries in Europe include ISO 14001, an 

eURoPean LotteRIeS 

Set StandaRd FoR 

SUStaInaBILItY PRogRaMS 

EL NEWS ASKED.... 

SCIENTIFIC GAMES ANSWERED 

............... 

environmental management system established by 

the International Standards Organization (ISO) for the 

purpose of reducing a company’s burden on the environment 

with regard to air and water pollution, waste 

to landfill, and energy usage. Scientific Games’ operational 

facilities in Leeds, England and Atlanta, Georgia 

USA have received ISO 14001 certification. 

ISO 14001 certification drives performance improvement 

in areas such as waste recycling or using waste as 

refuse derived fuel. It also focuses attention on reducing 

energy usage, a requirement that has frequently 

been driven by local governments as part of their carbon 

reduction initiatives. Carbon reduction can also 

be achieved by replacing the air conditioning systems 

for manufacturing and office facilities with new systems 

that produce fewer carbon dioxide emissions. 

The use of water-based and UV inks in lottery ticket 

printing facilities helps drive an ongoing reduction in 

solvent usage. These ink products have a much less 

detrimental effect on air quality compared to solventbased 

products. 

A number of European lotteries have also become interested 

in a certification standard from Occupational 

Health and Safety Advisory Services entitled OHSAS 

18001 that reviews employee health and safety risks 

and improves occupational health and safety performance. 

In August 2012, Scientific Games’ facility in Leeds was 

awarded the OHSAS 18001 certification standard by 

the British Standards Institute (BSI). By achieving this, 

Scientific Games demonstrated the company’s commitment 

to continued improvement in health and safety 

performance, complying with legislation through 

maintenance of an Occupational Health and Management 

System and providing a safe working environment 

for employees. 

Other worldwide sustainability-driven certifications 

received by Scientific Games in Europe, Canada and 

the U.S. are from the Forestry Stewardship Council 

(FSC), which ensures that the printed products used 

by companies come from a sustainable, well-managed 

and ethical source so that deforestation or illegal logging 

is prevented in natural conservation areas. 

“Operating to a high standard of environmental, employee 

welfare and health and safety practices forms a 

solid platform upon which Scientific Games has been 

able to build its Corporate Social Responsibility program,” 

said Andrew Jackson, Director of Quality, Compliance 

and Research & Development for Scientific 

Games. “The European lotteries are very conscious of 

the environment and human rights, in particular, and 

they require assurance from their suppliers that the 

necessary controls are in place that uphold their same 

values and of course, meet legislative requirements.” 

CSR has introduced a new era for lotteries and their 

suppliers in Europe—an era of standards and certifications 

that has already begun to impact lotteries in 

other parts of the world and the way they do business 

to serve their consumers, their employees, the environment 

and their communities. 

ACTIVITY 10 NEWS 39 MAY 2012 

PReMIUM PaRtneRS 10 the european Lotteries news septeMber 2012

Changing consumer gaming trends, rapid evolution 

in point-of-sale purchasing preferences, on-demand 

provisioning of assets through cloud technologies, 

changing business models…in the next 10 years, the 

lottery industry will experience more change than it 

has in the last 30 years. To capitalize on each growth 

opportunity, every lottery operator is assessing its 

state of readiness for the changes ahead. To meet 

the increasingly competitive ecommerce influences, 

lotteries will require diverse solutions to grow samestore 

sales. At GTECH, we are responding to this dynamic 

in order to successfully enable our customers 

to adapt to these changing business requirements. 

We have created a renewed commitment to a corporate 

culture that is dedicated to innovation. Thus 

far in 2012 alone, we have successfully launched four 

major industry innovations: 

GTECh has redesigned our Enterprise Series solution 

to be our most “open” system to date to reflect 

lotteries’ desires to mix and match best-of-breed solutions, 

expand channels, and offer the most compelling 

content to players. The solution provides a 

wide array of components and functionality from 

which lotteries can selectively choose to match their 

particular business needs and environments. 

Built upon the proven, well established Enterprise 

Series architecture, our new solution suite is engineered 

to accommodate changing consumer 

point-of-purchase preferences and leverage operator 

insights to drive business. Multi-channel access 

through our SILVERLINING private cloud solution 

is at the core of this evolution of ES architecture to 

leverage increased distribution options, allowing lotteries 

to reach and engage more players, optimize 

returns to good causes, and improve operational and 

cost efficiencies. 

GTECh’s Lottery development Network and eInstants. 

GTECH built the Lottery Developer Network (LDN) 

specifically for our customers to access the best possible 

games from the entire third party game developer 

community. The LDN is a network of qualified 

third-party developers who generate exciting new 

games that provide lotteries with a myriad of choices 

from a centralized “store” of new game content. 

One of the primary purposes of the LDN is to dramatically 

expand the number of games for lotteries’ 

PReMIUM PaRtneRS 

ReadIneSS ReQUIReS 

ConStant InnoVatIon 

eInstants portfolios. From information on integrating 

with the eInstant system to guidelines for developing 

quality games, the LDN has everything a game 

developer needs to create fun and exciting games 

that fit in the lottery markets of today and tomorrow, 

expanding lottery game appeal to new market segments. 

We will officially launch the LDN in September, 

initially offering eInstant games. 

Retailer Technology Concept Lab. GTECH has implemented 

a Retail Technology Concept (RTC) Lab to 

explore trends in retail technology and uncover the 

ways in which those trends may be transformed to 

support lottery in the future. Despite the growth of 

interactive gaming, bricks and mortar sales are, and 

will continue to be, the foundation our industry. The 

RTC allows lotteries to see functional concepts of 

near to mid-term retail technologies and solutions 

as they are applied to lottery business needs. 

Innovate to Innovate (i2i). Continuous innovation 

is critical in today’s rapidly advancing world, so we 

must do everything we can to allow new ideas, creativity, 

and collaboration to easily flow through the 

company for the benefit of our customers. To make 

sure that innovation and inspiration continue to be 

a part of our strategic plan and corporate culture, 

we have created the Innovate to Innovate (i2i) program 

to promote and reward creative thinking at all 

levels of the organization. 

Every employee 

will be able to engage 

in the proposal and 

development of new 

ideas that benefit our 

customers around 

the world. 

Change can be challenging, but it can also be invigorating. 

Creating Customer First innovations that 

grow with market changes turn challenge into opportunities 

that enable GTECH to better serve our 

customers. 


Renewing the player experience of number games, 

especially in retail and particularly for younger demographics, 

has been mind-boggling for Lotteries. 

Although Lotteries worldwide have been making 

many efforts to modernize this gaming offering by 

providing for example more appealing prizes and 

using more attractive play-slips, the main concept 

of participating to these games has remained almost 

the same. Building up player interest for the so-called 

traditional games is a serious objective: these 

games make up for 2/3 of total lottery sales1 , while 

they contribute PHOTO 

over-proportionately to profits and 

good causes internationally. 

Having this goal in mind and leveraging NFC (Near 

Field Communication) technology 2 , INTRALOT 

sought to innovate along several lines: (a) playing 

existing number games in new ways, at all times and 

across locations; (b) expanding the idea of selecting 

number sequences into selecting sequences of 

numbers across different locations to achieve intermediate 

or final goals; (c) bringing in traffic but also 

excitement to a geographic area by creating specific, 

location-based game events linked to particular numerical 

stimuli. 

NfC: EVERY PLACE bECOmES A PLAY 

Tap’n’Play Games by INTRALOT refers to a new family 

of games that enables Lotteries to bridge the 

distance between land and mobile gaming by NFC 

technology and incorporating it in Lottery gaming. 

Players need only to “tap” their smart phone on any 

possible surface to enter the game. Games or gamified 

promotions of lottery games may be offered 

in store or out of store: on posters, shop windows, 

tables, bus stop display areas, football events ticket 

booths, etc – practically any surface can become a 

play surface. 

Tap’n’Play covers a wide spectrum of 

game categories, from traditional to 

skill and knowledge games. The look 

& feel of the game is customized and 

optimized according to the needs, 

objectives, branding assets and design 

guidelines of each lottery. 

‘Tap’n’Play Lottery’, ‘GameSpot’ & ‘GameTrails’ 

games can be offered through the existing Lotteries’ 

License for land-based gaming. A paperless gaming 

environment where Lotteries engage their current 

players more, step into new channels and capture 

the dynamic younger population with an interactive 

family of games is created. 

Whether simply selecting numbers, or searching 

for a winning spot or even following a route, players 

are presented with a new gaming experience - “everywhere-anywhere-interactive”. 

Players respond 

LotteRY nUMBeR gaMeS 

ReLoaded: BRIngIng gaMeS a 

“tAp” AWAy From pLAyErs 

EL NEWS ASKED.... 

INTRALOT ANSWERED 

.............. 

very well to the fun embedded in the new idea: young 

people’s intention to play even a simple Tap’n’Play 

numbers game more than doubles compared to the 

same game when a traditional play slip is used. 

mERGING ThE REAL WITh ThE VIRTuAL bY A 

SINGLE TAP 

Incorporating NFC - powered games to its already diverse 

portfolio of games serves INTRALOT’s strategy 

to provide to its customers and players a Universal 

Gaming Experience, where lottery games and entertainment 

are realized within a gaming interface that 

connects players, games, mobile devices and retail 

stores in a natural and seamless way. 

Designed to build 

up a contemporary 

brand image, 

“Tap’n’Play” enriches 

land-based 

Lotteries’ existing 

game portfolios with 

interactive games 

currently unreachable 

for their land 

network. It allows 

them to use the high 

penetration of mobile 

phones to reach 

wider audiences, 

and connect with a 

younger dynamic 

demographic by tapping 

into their needs 

for interactivity and 

fast paced connectivity 

at the places 

they frequent and 

socialize. 

“Tap’n’Play” also introduces a new dynamic era to 

Lottery Sales and Channel Management. It reduces 

the Lotteries’ dependence on paper, thus their operating 

costs, while increasing their operational hours 

allowing participation 24/7, anytime, anywhere: on 

POS store window, outside POS (e.g. bus stop). From 

building new channels to efficiently extending the 

operational capacity and reach of the land-based 

network, to building traffic 

and revenue within and 

across channels and store 

types, the possibilities are 

just endless. 

1 Source: La Fleur World Almanac 2012 – the percentage includes Lotto, Numbers, Draw and other 

traditional games 

2 Near field communication is a set of standards for smart phones and similar devices, such as 

tablets, to establish radio communication with each other by touching them together or bringing 

them into close proximity, usually no more than a few centimeters. Communication is also possible 

between an NFC device and an unpowered NFC chip, called a «tag». 

PReMIUM PaRtneRS ACTIVITY 12 10 the NEWS european 39 MAY 2012Lotteries 

news septeMber 2012

nEW mEmbErs 

At the beginning of the year, Azerinteltek, new EL 

Member, appointed Mr. Demirdoven as General 

Manager of its operations. Previously, Mr. Demirdoven 

was CFO of this organization. 

Ozgur Demirdoven’s professional career started in 

1996 at the PwC company in Turkey where he worked 

as consultant. Later on, General Electric (GE) hired 

him to fulfil various regional management positions 

in its energy business segment, including EurAsia 

Region Controller. Then GE asked him to oversee 

its Healthcare Clinical Devices and Services Department 

as Country CFO and Member of the Board of 

Directors in Turkey: one of its main responsibilities 

was to acquire a production facility and distribution 

channel of healthcare clinical devices and services. 

He was then recruited by Italian company Prysmian 

Cables & Systems where he served until 2011 as 

Country CFO and Board Member in Turkey for the 

publicly listed Turkish facility. 

His extensive expertise in major companies is viewed 

as a great asset for Azerinteltek, which was founded 

in 2010 in light of the potential of sports betting for 

Azerbaijan. “Our vision, explains Mr. Demirdoven, is 

to create a sports economy for our new country with 

the support of the sports betting sector. At Azerinteltek, 

our approach is to develop a responsible gaming 

platform, fight against illegal betting and create 

added value for our society. Although there is a National 

Lottery in Azerbaijan, Azerlotereya, with us 

and our new legal sports betting offers, there will be 

more opportunities for the good of the community.” 

“Our mission is multi-faceted, emphasizes Mr. 

Demirdoven: we want to present a variety of sports 

betting under a unique umbrella to respond to current 

players and attract prospective customers; we 

nEW mEmbErs 

MR. OZGUR DEMIRDOVEN 

geneRaL ManageR 

oF aZeRInteLtek, 

AZErbAiJAn 

want to create ways to fund sport-related government 

programs; we want to enhance the value of local 

leagues while allowing national and international 

business entrepreneurs to invest into the sports sector 

in a healthy and legal manner. With such a strategy, 

Azerbaijan will not only be able to improve the 

quality of sports at local level but also gain enough 

expertise to compete in the international market.” 

To reach these goals, Azerinteltek CJSC, the first and 

the only legal sports betting operator in the country, 

launched on January 18, 2011 its very first branded 

game “Topaz”. Since then, the young operator has 

put in place several projects under that trademark, 

all within a year: “Goal\No Goal” game, “Duello” 

game, “Live Betting”, “eTopaz Online“. According to 

Mr. Demirdoven, the country is ready for new game 

development and innovation. Therefore, as a game 

operator, Azerinteltek has to answer the pulse of the 

market and provide highly competitive products in 

order to meet the players’ requests. New game projects 

are planned to support the growing gaming 

market’s needs to fight illegal sports betting. 

Ozgur Demirdoven notes that it will be a challenge 

to increase operations as well as sales network in a 

country where the legal gaming infrastructure is not 

yet fully developed, with a culture not quite used to 

deal with official and secure game offers. The illegal 

betting market is still very strong and this will present 

another challenging milestone for Azerinteltek 

in motivating its customers’ confidence. 

This is where EL support and experience will become 

invaluable for Azerbaijan, indicates Mr. Demirdoven. 

By using EL Members’ information on fighting the illegal 

betting market, methods to reinforce the safe 

and reliable operations of a state organization, best 

practices and more, Azerinteltek will succeed in promoting 

the benefit of games for society and in establishing 

a responsible gaming business model. 


nEW mEmbErs 

DaN alExaNDRU GhIta 

nEW cEo oF thE 

RoManIan natIonaL 

LotteRY 

Dan Alexandru Ghita was appointed Chairman of 

the Board and CEO of the Romanian National Lottery 

in June 2012. He is specialized in business and 

investment management from the Academy of Economic 

Studies in Bucharest and has developed solid 

knowledge and expertise on the gaming industry 

since 1998. 

During his career he has gathered strong experience 

in management, operations, sales and business 

development and he has successfully managed the 

opening of 250 gaming and betting venues all over 

the country. Dan Alexandru Ghita is an active member 

in various gaming organizations and groups in 

Romania and abroad: the "Romanian Association of 

Gaming Organizers and Producers" that has played 

an important role in proposing and adopting the 

new gaming law, and the group dedicated to building 

links between slot machines professionals and 

managing over 30,000 slot machines across Europe. 

“O u r agents needed a fast, secure method of tracking 

lottery sales on their own accounting systems, so they 

could accurately distinguish lottery revenues from other 

revenue. GTECH designed and implemented a barcode 

solution that lets agents rapidly scan — and accurately 

GTECH® is an advocate of socially responsible gaming. Our business solutions empower customers to develop parameters 

and practices, appropriate to their needs, that become the foundation of their responsible gaming programs. 

PReMIUM PaRtneRS 14 the european Lotteries news septeMber 2012

With Dan Alexandru Ghita, the Romanian Lottery 

has an experienced manager with relevant background 

in both gaming and business fields, which 

gives him the proper tools to fit in this new and challenging 

position. 

Dan Alexandru Ghita has ambitious objectives for 

the Romanian Lottery: 

- Aligning Romanian Lottery to the European 

standards by promoting responsible gaming and 

providing the highest security and integrity standards, 

- Expanding the customers’ experience by offering 

a varied and entertaining selection of lotteries and 

games, 

- Widen the existing distribution channels, using 

new technologies such as interactive, mobile, etc., 

- Increasing the productivity and expand the sales 

network by encouraging new strategic partnerships, 

capture — the value of their lottery purchases on their own cash 

register. Now our agents have a clear and integrated view of 

their sales by product line, and The Lottery retains full visibility 

of lottery product sales.” 

Jim O’Connor, Key Account Manager, The Lottery, Ireland 

PReMIUM PaRtneRS 

- Rebranding and enhancing the “lottery image” at 

the point of sale, 

- Establishing fruitful collaborating with different 

European forums and lotteries, 

- Aiming at joining the coordinated game, EuroMillions 

Mr. Ghita’s main objective is to accelerate company 

development and to achieve long-term growth by offering 

an enhanced and regularly-refreshed range of 

games, and focusing on innovation. Amongst his priorities 

are the product portfolio diversification and 

development of new facilities for players via online 

and mobile communication. Promoting responsible 

gaming is another challenging task for the new CEO 

of the Romanian Lottery. He stressed the importance 

of cooperation with The European Lotteries to ensure 

the integrity of the Responsible Gaming Standards. 

For more about this story and others like it, visit us at gtech.com/testimonials. 


SoCIaL MedIa FoRUM 

MUnICH - MaY 22, 2012 

Following a short welcome address from Erwin Horak, 

President of Lotto Bayern, Jack Murray, Managing 

Director of Mediacontact.ie (Ireland’s leading 

media intelligence company) gave a keynote address 

showing “10 ways to get results from social media”. 

The 35 participants heard sound practical advice 

on how to integrate social media into the systems, 

procedures and practices of a lottery. It was agreed 

that Social Media is not just a “thing” to be put 

somewhere, but rather a way of doing business. The 

consensus was that responsibility for Social Media 

should be handled by PR, Customer Relations, Communications 

or Marketing. There was a strong case 

made for having it spread (like a matrix) throughout 

an organisation. 

Engaging lottery players through Social Media was 

more about listening to players than in “shouting” 

at them. There was no point in a Lottery company 

“collecting” thousands of followers if it did not have 

something special to offer to them. 

Tracking and Return on Investment was discussed 

and the metrics from various tracking packages such 

as Google Alerts were debated. 

Some very creative uses of the various social media 

for developing game themes and supporting other 

“traditional” games were discussed. 

Activities 

Exercises were undertaken such as one where each 

participant had to complete a sentence beginning “I 

want to use social media to …….” where there had 

to be specific objectives with time and revenue parameters. 

Crisis communication using social media and ways 

to “socialize” your website were also explored with 

the group. 

The future of social media was discussed with interesting 

insights into the future of Facebook as a supplier 

of games. 

The usefulness of a.o. LinkedIn was examined, particularly 

as a way of enhancing communication 

between EL Members and the EL General Secretariat 

services, particularly for legal issues. 

It was agreed that Social media initiatives could 

only succeed in a Lottery where there was real 

support from the most senior management; a 

specific staffing commitment, and the allocation 

of an appropriate budget. 


Ray Bates 

Moderator

EL/WLA sEcurity 

and RISk ManageMent SeMInaR 

kIeV - MaY 29-31, 2012 

“GET A GRIP ON LOTTERY SECuRITY” 

Over 80 delegates from 29 countries, representing 

44 different lottery related organizations gathered 

in the “Rus” Hotel in Kiev, Ukraine for the latest EL/ 

WLA Security and Risk Management seminar. 

On Wednesday 30 May, following a welcoming reception 

and dinner, the seminar opened with a welcome 

Speech from Evgeniy VLASENKO, General Director, 

of MSL Ltd. in Ukraine. 

Thierry PUJOL, the Chairman of the WLA Security 

and Risk Management Committee (WLA SRMC), the 

EL Security and Risk Management Working Group 

and Director of Security and Risk Management at 

La Française de Jeux, introduced the members of 

both committees and highlighted the tremendous 

amount of work that had been accomplished by both 

bodies (SRMC and EL). In particular, he referred to 

the new 2012 version of the WLA Security Control 

Standard and an innovative, interactive document 

outlining guidelines for risk management. He also 

announced that by the end of May 2012, 47 lotteries 

Activities 

will be WLA certified including 2 in North America, 

2 in Asia-Pacific, and 3 in Latin America. Nine suppliers 

(Associate members) will also be WLA certified 

on 17 sites. 

Following this, the objectives of the seminar were 

highlighted and endorsed by the moderator, John 

BRANSCOMBE of J2B Security Ltd. 

The seminar proceeded with a “keynote” presentation 

by Colonel Oleg Borisovich MATVEYTSOV, Head 

of the Ukrainian Department of Public Events, responsible 

for the security measures and organization 

of the Euro 2012 football championship. He was later 

followed by Viktor KORZH, Vice President of the 

Ukraine National Olympic Committee who spoke on 

the organisational matters of Euro 2012. Clearly, a 

tremendous amount of planning, collaboration with 

other countries and football organisations had taken 

place in an effort to ensure an enjoyable and trouble 

free tournament. 

Konrad SUPPER, Head of the Internal Audit Department 

of Westdeutsche Lotterie in Germany, presented 

on point-of-sale security and gave an overview 

of measures in place, together with the latest developments 

in this area. He stressed the overwhelming 

need to maintain players' trust and confidence. 

A presentation by Thierry PUJOL covered Sports Betting 

security and the growing international concern 

with the seemingly dramatic increase with sports 

corruption. He illustrated this with examples of 

sports events that had been “fixed” and details of 

the arrests of suspects. This trend has no doubt influenced 

the WLA Security committee to include for 

the first time, sports betting security requirements 

within the latest version of the WLA Standard. 

Gunnar EWALD, Head of Internal Audit for LOTTO 

Hamburg in Germany and Carlos BACHMAIER, 

Compliance of SELAE in Spain followed with a linked 

presentation on the threat of lotteries being utilised 

for money laundering with a specific concern that it 


could be carried out through the illegal use of Sports 

Betting. 

The proposed 2012 version of the WLA Security 

Control Standard (WLA SCS) and the certification 

process was the thrust of presentations from four 

lotteries: AB Svenska Spel Sweden (Torbjorn BORG), 

Veikkaus Oy Finland (Jan SEURI), Camelot UK Lotteries 

Ltd. (Paul JAY) and La Française des Jeux France 

(Jean-Jacques RIERA). They were also supported by 

other member lotteries in the development and formatting 

of the new Standard. 

Both Sports Betting and Internet Gaming have been 

included in this version of the Standard and other 

requirements updated with four fairly minor requirements 

discarded. It was anticipated that following 

the normal approval process, the 2012 version will be 

launched in the autumn of this year. 

A transition period of six months between the 2006 

version and the 2012 version was also planned. To 

ensure good coverage of the subject a panel discussion 

group was formed to answer questions and 

concerns on the new Standard and the certification 

process. 

The security and risk implications of “Cloud” computing 

was a new topic in the seminar. Very informative 

and interesting presentations were given by 

Lars NEUPART, CEO of Neupart AS in Denmark and 

Christos DIMITRIADIS, Head of Information Security 

of INTRALOT in Greece. Undoubtedly, this subject 

will be revisited at future events. 

With a theme of Internet Security and Cyber Criminality, 

Paul JAY, the Head of IT Security at Camelot 

UK Lotteries Ltd. and Andrey KOMAROV, Advisor to 

the General Director of CJSC Interlot in Russia, both 

Activities 

gave presentations on how to ensure and maintain 

secure lottery operations in a landscape with ever 

changing threats. 

The Management of Risk in the lottery world had 

been a standing seminar topic so it was with great 

interest that the delegates heard a presentation from 

three lotteries: National Lottery Belgium (Claude 

MATHIEU), Austrian Lotteries (Johannes PUCHIN- 

GER) and Camelot UK Lotteries Ltd. (Martin SUT- 

TON). They had been involved with other members 

from the EL working group in drafting an interactive 

comprehensive guideline to identify a number 

of generic risks. This session prompted a great deal 

of discussions and comments. The guideline document 

is to be circulated as a draft and views as well as 

comments are welcomed. 

Presentations were well received on risk management 

strategy and the practical implementation 

and implications given by Konrad SUPPER (West- 


EL/WLA sEcurity 

and RISk ManageMent SeMInaR 

kIeV - MaY 29-31, 2012 

deutsche Lotterie) from Germany and Pascal GER- 

VAIX, Chief Security Officer of Loterie de la Suisse 

Romande in Switzerland. 

A different perspective, highlighting the need to ensure 

that the correct risks are always identified, was 

given by Advocate Johannes WEAPOND, Risk Committee 

Chairperson of National Lotteries Board in 

South Africa. 

In other sessions, Christophe BIANCO, Vice President 

of Qualys in Luxembourg, spoke on IT Security 

management using a risk approach and sharing 

some practical case experiences with the audience. 

Matthew TRUENOW of GTECH USA very interestingly 

provided and outlined many aspects of crisis 

management within his organization. 

Steve TOWNEND, Director of Information Technology 

for SCIENTIFIC GAMES INTERNATIONAL, 

informed delegates of the latest technical and design 

developments with scratch cards, ensuring the 

continued security of the tickets and game data. 

Finally, Thierry PUJOL closed the seminar with 

thanks to the delegates for their participation and 

to the suppliers for their generous support. He also 

warmly thanked the administration from EL, and in 

particular, the welcome and generous hospitality of 

the seminar hosts, MSL Ltd. 

Many favorable comments were made on the excellent 

organization, administration and the overall 

way the seminar had been managed. It would 

appear from the collective feedback received from 

Activities 

delegates that the overwhelming majority view was 

that the two days seminar had been very successful - 

being both interesting and informative. 

John BRANSCOMBE 

Moderator 


Be PaRt oF tHe eU LegaL 

dEbAtE Within EL And shApE thE 

FUtURe oF gaMIng 

WArsAW - JunE 4-6, 2012 

The EuROPEAN LEGAL AffAIRS SEmINAR 2012 

was held in the city of Warsaw (Poland). It started 

on Tuesday, 5 June with the opening of the Chair of 

the Legal, Statutes & Members Committee, Tjeerd 

Veenstra, directly followed by an update on EU legal 

developments given by Philippe Vlaemminck and 

Delia Orabona (EL Legal Advisers). 

Different countries took part in the seminar: Belgium, 

Denmark, Finland, France, Germany, Greece, 

Hungary, Italy, Portugal, The Netherlands, Switzerland… 

The core of the first sessions was the update on the 

most recent judgments of the Court of Justice of the 

EU, followed by a presentation on the new Commission's 

proposal on data protection which provides a 

stronger and more coherent framework, but also a 

stronger enforcement which will affect all the businesses 

as of 2016. 

Further, lawyers from various countries introduced 

the audience to their national legal developments on 

gambling. 

In this session intervened: Tineke Ockhorst from the 

Netherlands, who gave an update on the current political 

and legal context of her country; Marcello Presilla 

from Italy, who presented on the recent Italian 

AML legislation by giving an insight in the specific 

provisions for the traceability of the games and also 

on the protection of minors; Hubert Sicking from 

Germany, who updated on the two existing Treaties 

currently in force in his country (1 in Schleswig- 

Holstein and 1 applied to the other 15 Länder); Ángel 

Activities 

Montero from Spain, who reported on the current 

licensing system in Spain, with a particular focus on 

the online gaming legislation; Dirk Messens from 

Belgium, who presented on the Belgian system and 

underlined the lack of a clear distinction between 

the online games offered by the National Lottery and 

the ones offered by the private operators and therefore 

expressed the need for a definition of lottery. 

Further, regulatory issues regarding Social Media 

and their use for the EL dialogue among lawyers and 

public affairs were presented by Philippe Vlaemminck 

and Beata Guzik (Altius). 

The focus of the last day of the seminar was on the 

EU Competition Law (antitrust, M&A, compliance 

programme) given by Carmen Verdonck (Partner 

at Altius) and on aspects of state aid and gambling 

given by Delia Orabona. 

This session was very instructive for the lawyers and 

companies present, who were informed of in-depth 

details about the general framework of the competition 

law and in particular “alerted” about the specific 

impact it will have on the gambling sector. 

In this specific historical moment, where the Commission 

and in general the EU Institutions are looking 

into (online) gaming, it is important for EL to 

be well prepared and ready to input and to shape the 

future of the sector. The broad participation and the 

active debate initiated at the seminar are now continuing 

and hopefully will last until the next seminar. 

Delia Orabona 

EL Legal Adviser

"INNOVATING AND REINVENTING" - European Lotteries

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