Points of sales - European Lotteries

E U R O P E A N S T A T E L O T T E R I E S A N D T O T O A S S O C I A T I O N 

Points 

of 

sales 

No 32 December 2009

The Executive Comittee of the 

European State Lotteries 

and Toto Association 

President 

Dipl. Ing. Friedrich STICKLER, Deputy General Director 

AUSTRIAN LOTTERIES, Austria 

1st Vice-President 

Mr. Christophe BLANCHARD-DIGNAC, 

President – General Director 

LA FRANÇAISE DES JEUX, France 

2nd Vice-President 

Mr Jussi ISOTALO, Executive Vice-President 

VEIKKAUS OY, Finland 

MeMBers 

Mr Hansjörg HÖLTKEMEIER, Member of the Managing Board 

DEUTSCHE KLASSENLOTTERIE BERLIN, Germany 

JUDr. Ales HUSAK, Chairman of the Board of Directors and 

General Director 

SAZKA a.s., Czech Republic 

Mr Léon LOSCH, Director 

LOTERIE NATIONALE, Luxembourg 

Mr Jean-Luc MONER-BANET, General Director 

LOTERIE ROMANDE, Switzerland 

Mr Dimitris PANAGEAS, Member of the Board of Directors 

OPAP Services SA, OPAP SA, Greece 

Mr Offer PERI, CEO & General Director 

ISRAEL SPORTS BETTING BOARD, Israel 

Ms Dianne THOMPSON, CBE, Chief Executive 

The National Lottery CAMELOT, United Kingdom 

Mr Tjeerd VEENSTRA, Director 

De Lotto, Netherlands 

Contents 

1. Message from the President 

3. Editorial 

4. Points of sales 

18. The impact of ECJ ruling 

in the Liga Portugesa de Futebol case 

20. Members’ News 

23. Premium Partners 

25. Agenda 

26. Workshops 

General Secretariat 

Bernadette Lobjois 

Secretary General 

Av. de Béthusy 36 

CH-1005 LAUSANNE 

Tel. +41 21 311 30 25 

Fax +41 21 312 30 11 

internet: http://www.european-lotteries.org 

E-mail. info@european-lotteries.org 

Hosted by 

Price 

Product 

Place 

Promotion 

27 - 29 January 2010 

London / UK 

Marketing "Are 

the 4Ps 

in balance?" 

... the 4Ps... are they in balance in your Marketing Plan and activities 

Are the 4Ps in balance? 

This year the Marketing seminar focuses 

on the basic foundations of Marketing: 

Price, Product, Promotion, Point of 

Sales, as it is important to ensure, in 

these turbulent and fast-changing times, 

that we, in the Lottery industry, dedicate 

the right resources to each of these 

factors in a solid, sound and up-to-date strategy. But, there 

is much more to consider than the 4Ps, as the seminar will 

demonstrate. Is there more than the 4Ps to include in one’s 

strategy? Is it time to stabilize the basics or time to be even 

more innovative? 

In addition these 4Ps need, however, to be integrated together 

with a high-level of game integrity, transparency and 

strong Corporate Social Responsibility. 

These questions and more will be addressed in the 

upcoming joint WLA/EL Marketing seminar to be 

held in London Jan 27-29, 2010. 

You can already register on our Web site www.european-lotteries.org, 

on which the preliminary program of the seminar 

will be posted in due time. 

As the previous seminars have been attended at full capacity, 

please register early as seats and hotel rooms are limited. 

Also, please note that the participants have the possibility, 

during their stay, to visit the largest international Casino 

and Gaming Exhibitions ICE and ICEi taking place at Earl’s 

Court, London from January 26 to 28, 2010. 

An excellent opportunity to network 

THE MATERIAL, VIEWS, OPINIONS AND COMMENTS EXPRESSED BY THE AUTHORS, THE SPEAKERS AND THE PANELISTS ARE 

THEIR OWN AND DO NOT NECESSARILY REPRESENT THE POSITION OF PANORAMA OR EL ASSOCIATION. PANORAMA ACCEPTS NO 

LIABILITY FOR THE ACCURACY OF STATEMENTS MADE BY ADVERTISERS. ALL RIGHTS RESERVED. NO PART OF THIS MAGAZINE 

MAY BE REPRODUCED WITHOUT WRITTEN PERMISSION FROM EL GENERAL SECRETARIAT.

1 

Message from the President 

Dear EL Members, 

Ladies and Gentlemen, 

Dear friends, 

2009 has been an eventful year for our association 

and many of its Members. At the 

European level, we have seen very positive 

developments. In March, the European 

Parliament adopted, by an overwhelming 

majority, a resolution on online gambling. 

In this so-called Schaldemose report, the 

only EU representatives directly elected 

by Europe’s citizens once again objected 

to the commercialisation of gambling and 

recognised that the Member States have 

right to regulate and control their gambling 

markets in accordance with their traditions 

and cultures. 

In the other legislative body of the EU, the 

Council, the 27 Member States have built 

on the European Parliament’s report, deepening 

the discussion on important aspects 

addressed by it, such as the fight against 

the illegal promotion and offer of gambling 

and betting services. The discussions in the 

Council will continue throughout 2010. 

In September, the European Court of Justice 

ruled that the European Treaty does 

not preclude a national monopoly for internet 

gambling, hereby clarifying the 

legal situation which commercial online 

gambling operators have wrongly been 

contesting for years. After the long deliberations 

in the bwin/Santa Casa case, 

the Court is now proceeding quickly with 

the other cases referred to it by national 

courts and may come up with a number of 

rulings in 2010. 

With regard to European and national 

gambling policies, much will of course 

depend on the political line the new European 

Commission, which will start its 

five-year term in office in early 2010, and 

especially the new Internal Market Commissioner 

will take. 

Editorial 

The successful year 2009 should motivate 

us to even strengthen our efforts next year 

when it comes to advocating a sustainable 

gaming model from which the entire society 

benefits, and not only “happy few”. 

I would like to thank all EL Members, the 

General Secretariat in Lausanne and the 

EU Representation in Brussels for the contributions 

they have made to our association 

in 2009 and look forward to hopefully 

another successful if certainly challenging 

new year. 

Friedrich STICKLER 

EL President

WAVE – Scientific Games’ latest-generation retail terminal – offers retailers 

and lotteries a world of possibilities, including: 

Speed-of-service for increased lottery sales 

Intuitive, easy to use touch-screen layout 

Sleek, stylish, ergonomic design 

Built-in training mode and extensive 

help support 

Easy to service and maintain 

Wide array of promotional displays 

and signs 

Enhanced communication to retailers 

and players 

©2009 Scientific Games Corporation

3 

Retrospective 2009! 

2009 has been an interesting and 

successful vintage! 

EL got off to a good start in January 2009 

already, when more than 100 participants 

met in London for the joint EL-WLA seminar 

on marketing. The other seminars followed 

one another and success was ever 

present. 

The highlight was of course the Istanbul 

Congress which lived up to our expectations, 

had an excellent participation-rate 

and a very rich content. It was followed 

by the General Assembly and the election 

of a new Executive Committee which met 

twice since, in September and November. 

In September, ELU went on its way and 

more than 40 participants have spent a 

week sharing experiences and know-how. 

The seminar on responsible gaming enabled 

the Lotteries to further familiarise 

themselves with the EL Responsible Gaming 

Standards. 

At our next General Assembly in June 

2010, we will introduce and honour the 

first Lotteries to have officially subscribed 

to our standards. 

What can we expect from 2010? 

In this Panorama you will find the 2010 

meeting agenda. As usual, the marketing 

seminar will start the season followed by 

many other meetings. 

The most important ones will of course be: 

- The Industry Days in Barcelona 

- The General Assembly, also in Barcelona, 

with the official certification of the 

Lotteries acknowledged by the Certification 

Committee 

- In August/September: ELU in Portugal 

Editorial 

Other meetings for specialists will hold 

their attention: 

- The Seminar on Public Order which will 

be organised at the same time as the Legal 

Affairs Seminar in Madrid 

- The Seminar on Sports Betting which 

will be organised together with the WLA 

and the AALE in Marrakech, Morocco 

- The Seminar on PR/Communication 

With two new topics though: 

- ELManagement: Broad agenda – total 

time two and a half days. Casework 

based on various topics. Designated for 

Directors 

- Internet Seminar (legislation, games, licences) 

jointly with the WLA. 

A large choice for various needs! 

2009 has not been an easy year for many 

Europeans and as the New Year comes 

closer, we can only wish all of you that 

2010 will be more pleasant and rewarding. 

Best wishes to you, your families and colleagues, 

Merry Christmas and a very Happy 

New Year 2010! 

Bernadette LoBjoIS 

Secretary General

The Française des Jeux (FDJ) designs 

specific commercial merchandise for its 

distribution network. This is composed 

of independent retail outlets, which are 

mainly tobacconists, newsagents and barsbrasseries. 

The range of FDJ products 

they offer varies according to their activity, 

their business potential and their environment; 

the level of offers present in the 

outlets is on the increase. 

The merchandise set up in the points of 

sale (POS) enables the FDJ to be present 

all along the consumer’s path and answers 

several needs: identifying the POS and understanding 

the offer thanks to the sign 

boards, window stickers, poster frames; 

taking bets and checking on the terminal, 

receipt; publishing information by cash 

display and retailer’s printer; presentation 

of product offers and related information 

on Novéo counters, Espace Joueurs Modulo 

(gaming corners), change tray displays 

and multi-clips; and lastly automatic vending 

machines. 

For the scratch and draw POS, the FDJ has 

developed three major products: 

- The FDJ Novéo counter has been installed 

in a major part of the network distributing 

scratch card and drawing games. 

It provides a panoramic view of the scratch 

card games and houses the betting terminal. 

Placed near the cash desk, it captures 

the attention of the player flow. 

Retail Network: priority for 

the Française des Jeux 

4 

- Cash display: placed on the mast of the 

Novéo counter, this dynamic display solution 

permits high-reactivity publication of 

messages about FDJ offers, POS’s winners 

and other more institutional messages. 

- The Espace Joueur Modulo (gaming 

corner module) completes the presence 

of the FDJ in the POS; this self-service installation 

gives the player easy access to 

the entire range of draws and sport betting 

games by providing the betting slips and 

information on the games (posters showing 

the results, list of matches, etc.). It is 

equipped with wide writing tables and individual 

accessories (pens, scratchers) and 

provides a comfortable gaming space. As it 

is adjustable it can be adapted to the different 

layouts of each POS; its positioning is 

also adaptable to suit the type of POS. 

In addition, we have had to develop special 

equipment in order to install the Rapido 

game in the bar zone, by means of ticket 

holders, a screen for displaying animated 

features, and various signage elements. 

For the POS with scratch card games, various 

specific materials have been developed 

for signage and presentation, adapted to 

available space and the commercial potential 

of the POS. 

The POS offering sporting bets also sell 

other games: draws, scratch cards and/or 

Rapido. These POS are identified by specific 

logos on the windows pointing out the 

sport brand; inside, the bettor will find all 

the elements concerning this game offer in 

the gaming corner. The retailer can provide 

the list of matches and the odds via a printer 

provided by the FDJ or by means of the 

betting terminal, depending on the POS. 

The counter is designed on the one hand 

to ensure the best visibility of the games 

available, while remaining attractive, ergonomic 

and practical for the retailer. It 

also enables communications to reach the 

POS via the cash display or the temporary 

point-of-sale displays set up in different 

counter zones. 

Points of sales 

The cash display is an LCD screen fixed on 

the mast of the Novéo counter; it enables 

FDJ news to be displayed in real time in 

addition to messages concerning public 

health, notices about kidnappings, charities, 

and so on. 

The FDJ has around 900 scratch card 

game vending machines (380 DAT 8 games 

and 510 DAT 16 games). They are set up in 

POS with a high traffic flow such as shopping 

centres or railway stations. However, 

some of the DAT 8 games are located in 

city centre bar-tobacconist outlets with 

a high customer traffic flow. In shopping 

centres, the DAT is placed as close as possible 

to the traffic passing in front of the 

POS, to be used outside. Nevertheless, in 

order to guarantee a responsible gaming 

policy and to respect the laws against selling 

games to minors, the DAT are systematically 

placed under the visual control of 

the retailer, who can disable the distributor 

with a remote control if necessary. 

In the city centre POS, the DAT are located 

inside the retail outlets so remote controls 

are not required (the DAT 8 games in 

use for the past 10 years are not equipped 

with remotes).

We have measured a significant impact on 

the turnover of several kinds of merchandise, 

in particular: 

- The Novéo counter 

- The cash display 

- The automatic vending machine 

The Receipt Checker set up in 2008 in all 

of our 24,000 POS in real time enables the 

retailers to provide the bettors with a new 

service. The material offers the players a 

better transparency and increased confidentiality, 

allowing them to verify personally 

if they have a winning ticket without 

having to submit it. Set up in the gaming 

corner, it also reduces jams around the cash 

desk and thus helps improve the efficiency 

of the POS. Dynamic displays are set up 

in the windows, pointing out the jackpot 

amounts and game launches, by LCD type 

screens, LED displays or e-paper. 

With regard to its network activities, the 

FDJ communicates non-stop in its POS, 

either for recurring events such as the Euromillion, 

Loto and Keno jackpots, or for 

the launching or the relooking of games. In 

this case, point-of-sale displays and information 

are set up. 

Promotional operations can be organized 

to support a game; generally they are financed 

by a gaming fund with a gametype 

mechanism comprising compulsory 

purchase and prize draws with lots in kind 

such as travel tickets, i-pods, etc. 

It should be noted that if the games available 

on the physical network are generally 

launched simultaneously on the Internet, 

this channel also provides specific games 

and adapted activities which are sometimes 

the subject of partnerships. 

In the retail outlets, publicizing the winners 

has proved to be an important element 

in the point-of-sale activities. 

For major launches, support operations 

of the network are organized with travel 

5 

tickets as the main prize. The retailers 

look forward to these operations; they are 

a genuine catalyst in the development and 

motivation of the network, which considers 

these trips to be veritable holidays! 

Boasting 37,600 POS, the FDJ proximity 

network is the most important in France. 

In a difficult economic context, the retailers 

can count on the support of the company, 

which is demonstrated notably by a 

sustained investment policy. Maintaining 

optical networking in the territory by the 

presence of proximity POS remains the 

pivot of the FDJ’s strategic priorities, as 

we strive to offer to the greatest number 

the possibility of accessing our products in 

all security. 

Points of sales

The UK National Lottery creates around four 

million winners a week across its portfolio of 

games. At the time of writing, £36 billion has 

been paid out in prizes and more than 2,300 

millionaires or multi-millionaires have been 

created since The National Lottery’s launch 

in 1994. 

In addition to this, Camelot, which operates 

The National Lottery, delivers around £25 million 

each week for the Good Causes throughout 

the UK from the sale of lottery products. 

To date, The National Lottery has raised over 

£23 billion for the Good Causes, while retailers 

have earned more than £3.6 billion in commission 

from selling lottery products. 

In the UK, Camelot offers all of its 28.000plus 

retailers an extensive in-store Point of 

Sale (POS) kit, which is free of charge as part 

of their retail agreement. This kit includes a 

Playstation, digital media screen, Scratchcard 

dispenser, in-store communications and external 

signage. 

The Playstation is based on the idea of a 

‘dream bubble’. Its distinctive design has been 

recognised as being groundbreaking – offering 

retailers a fantastic marketing tool for promoting 

games and providing space for a “How to 

Play guide and interactive instructions, as well 

as play slip holders for every game in the National 

Lottery’s portfolio. It also features desks 

at two different heights to allow wheelchair 

users to play. Camelot, through its experience 

and expertise, has found that the correct positioning 

of the Playstation can improve in-store 

sales by up to 7.5%. 

Camelot has provided all retailers with digital 

media screens, the first lottery operator in 

Europe to undertake such a feat. The screens 

are used to promote jackpots and Rollovers, 

current TV campaigns and new Scratchcard 

Camelot’s “value of the 

Lottery” programme – 

a boost for Point of Sale 

6 

launches. In addition, Camelot provides each 

retail outlet with a National Lottery Scratchcard 

dispenser. The size of dispenser can be 

tailored to a retailer’s needs to optimise performance 

and sales – and thereby maximise 

returns to the Good Causes. 

Retailers are also provided with regularlyupdated 

in-store communications materials 

promoting, among other things, mega jackpot 

draws, Rollovers and new Scratchcard 

launches. This material ensures that players 

are always presented with a clear and consistent 

message, and helps retailers to make the 

absolute most of the great sales opportunities. 

Camelot’s Retail Sales Team is on hand to help 

National Lottery retailers maximise their lottery 

sales and so raise even more money for 

the Good Causes. The sales team is customerfocused 

and spends time with retailers to really 

understand their business and to highlight 

the benefits that improvements in the way 

that they sell National Lottery products will 

bring to their business. To this end, Camelot 

has developed a programme, ’Perfect In-store 

Execution’ (PIE), to help retailers make the 

most of selling National Lottery products. For 

example, PIE ensures that Scratchcard dispensers 

are fully-stocked with the latest range 

of games and that POS materials are sited for 

maximum impact. PIE also focuses on the till 

area of outlets as research shows that 60% of 

all purchasing decisions are made here. 

Over the last 15 years of operating The National 

Lottery, Camelot has developed three Playstations 

and is currently looking to develop 

the ‘National Lottery Counter of the Future’. 

Seeking to maximise the understanding of 

consumers’ path to purchase, the new equipment 

will be innovative and help Camelot to 

build an even better and brighter National 

Lottery during the third lottery licence period. 

Camelot also provides each of its retailers with 

a standard retail agreement, a document designed 

to inform and ensure that all retailers 


know what is required of them as a National 

Lottery retailer. Comprehensive and covering 

everything from IP rights and game rules to 

details of Camelot’s support services, the document 

makes for a good structured working 

relationship between both parties. 

At a time when retailer margins in some categories 

have been declining, Camelot has 

underlined its commitment to its retailers by 

maintaining commission on National Lottery 

draw-based games at 5%, and increasing retail 

commission on Scratchcard games – now 

a £1 billion-a-year business – by 20%, from 

5% to 6%. With National Lottery Scratchcards 

enjoying a 70+% increase in sales since 2003, 

the increase in commission – which was introduced 

earlier this year – is a major boost to 

retailers’ bottom lines. 

Camelot has worked hard to develop what 

it refers to as the “value of the lottery” – a 

unique scheme that has shown retailers the 

value that lottery products, as a category, provide 

to their business. As well as the obvious 

cash benefits from direct sales, The National 

Lottery is a proven driver of footfall in stores. 

Research shows that one in five customers 

visit convenience stores, for example, because 

they want to buy a National Lottery ticket. On 

top of this, lottery shoppers visit their convenience 

store more frequently and spend on average 

45%* more than non-lottery shoppers, 

a figure that rises even more sharply between 

5pm and 7.30pm on draw nights. 

Camelot’s relationship with its retailers is vital. 

The company has a proven track record of innovation 

and delivering for the Good Causes – 

but all of this is only possible by engaging players, 

and with the enthusiasm, vigilance and 

hard work of all of its retail partners. By working 

closely its retailers, Camelot makes sure 

that The National Lottery is constantly fresh 

in-store, available to players when and how 

they want it, and continues to add value to 

retailers’ businesses – both in lottery pounds 

and in that all-important incremental footfall.

Europe’s most extensive 

online retail Network 

Its more than 97.200 points of sale (POS) 

make Lottomatica the company with Europe’s 

most extensive network of outlets linked on 

line in real time. But it is the wide variety of 

these POS that makes us highly competitive 

and versatile. 46.000 tobacconists and 27.000 

bars throughout the length and breadth of Italy 

bring us in touch with players of every kind. 

New agents and shops in department stores, 

too, constitute a different type of network. 

Our success has been attained, consolidated 

and developed through the soundness, sureness 

and distinctive features of our gaming 

products and technology, together with the 

attention we devote to the POS in our network. 

Our POS, in fact, are of prime importance 

for the success of our gaming business, 

and the professional support, conviction and 

constancy they dedicate to innovative products 

are equally essential. Together with the 

development of the network itself, therefore, 

we pursue an active trade marketing strategy 

through the provision of merchandising 

materials for use both inside and outside a 

POS. Window stickers and stand-alone sailshaped 

displays bearing our product logos 

are the most effective for outside layouts 

because they provide players with an immediate 

identification of the premises where 

Lottomatica products are on sale. Interior 

layouts comprise betting slip holders, hanging 

mobiles, and floor stickers that have 

been a great hit with our retailers. Our aim, 

in fact, is to endow all our gaming corners, 

whether big or small, with a characteristic, 

personal appeal, since we believe that the 

strong visual impact stemming from their immediate 

recognition encourages people to try 

their luck: For our “Gratta e Vinci” scratch 

cards, we have produced Plexiglas display 

boxes and others of a bar type fitted with 

branded clips that clearly indicate the price 

of the ticket. These are installed at the cash 

register counter where the products most 

associated with impulse buying are usually 

shown. The quantity of the materials thus 

provided is naturally determined by the size 

of the POS. Self-service vending machines 

also boost sales in these high traffic points 

of sale such as supermarkets, shopping malls 

and city railway stations. 

7 

The same strategy has been adopted for the 

Lotto (numbers game). Extra attention is devoted 

to the area where people fill in betting 

slips that has been made both very attractive 

and highly functional. The outfit provided 

when the new game 10eLotto with its draws 

every five minutes was launched in the middle 

of December on an experimental basis 

through 5000 POS included both specific betting 

slips and freshly created POP materials, 

and monitors for viewing the draws. 

A different arrangement has been devised for 

“Better”, Lottomatica’s brand for fixed-odds 

gaming. The POP materials - are presented 

by modules located in “gaming corners”. The 


advantage of this solution is that each POS 

can set aside the space it wishes for its sport 

wagers corner. Lastly, mention can be made 

of our BetterSlot project, namely the stocking 

of POS with specific features (plenty of room 

and high flows of players) with the whole 

range of Lottomatica’s products, particularly 

the Slots. The aim of BetterSlot, in fact, is to 

offer our POS the chance to increase their 

business through the use of specific complementary 

furnishings for each product, and 

bettors an opportunity to enjoy the experience 

of entertaining and satisfying gaming. 

Lottomatica constantly direct its interest to 

the attainment of greater efficiency and result 

maximisation by its POS network. To help its 

retailers, the Lottery has created many forms 

of incentive programmes. Nationwide, promotion 

initiatives directed to bettors equally benefit 

POS owners. There are also game-specific 

trade incentive plans. Lottomatica runs annual 

prize competitions for its retail outlets, 

designed to reward those with the best performance 

over a given period, thus rewarding 

more than 6500 POS on average every year.

Loterie Romande (LoRo) has developed a 

series of furniture to provide display and 

high visibility for its products. This equipment 

presents in most part a specific display 

concept according to the type of products. 

Depending on the point of sale (POS) 

and its concept, this equipment is mandatory 

for retailers. Exception is made for certain 

chain stores that have developed their 

own displays. 

Product presentation is done differently depending 

on the games. For the number lotteries, 

tickets are presented in mini-towers 

and other indoor furniture and outside on 

stands. Instant tickets are recessed inside 

dispensers offering key presentation areas 

for maximum game exposure: For example, 

the bottom or center of the display window 

is reserved for “novelties”. These dispensers 

can also fit rolls of tickets that are presented 

on top of the dispenser thanks to an 

electrostatic pouch. POS have access to all 

sorts of merchandising components – some 

in the form of kiosks, others as table toppers, 

garlands, outdoor easels, small posters 

for customer-screen, posters, bulletin 

Mifal Hapais in Israel has established a 

business arrangement with its retailers, 

based on sale targets. Each retailer is 

given a target for each product and the 

store performance is constantly measured 

up to that figure. In addition, the Lottery 

has set up a number of important rules for 

its retailers: Specific opening hours, regular 

replacement of signs, obligation to any 

campaign or product launch and visibility 

of Lottery products. 

To show support to its retailers and encourage 

them to make a commitment to 

reach their targets, the Lottery launches 

annually a big incentive program, valid 6 to 

8 months and aimed at 1,800 retailers out 

of the 2,500 in the network. In addition, 

Product display and attractive dispensers: 

a sure added value for Loterie Romande 

Incentive programs 

help Mifal Hapais retailers 

8 

holders, and more. 

A Sports Betting communication network 

(posters) is in place in the most important 

POS (1000 POS out of 2800), and a dedicated 

retail network for Sports Betting is currently 

being set up among 10 points of sale. 

The Lottery POS currently can use 3 different 

automatic tickets vending machines. 

The DistriDuo (530 machines) and the Dis- 

Tribolo (250 machines), mainly used in the 

Horeca POS, and the distriloro (or ITVM) 

installed in train stations or shopping centers. 

Besides the self-contained support 

they offer retailers, these vending machines 

clearly generate additional sales because 

they trigger an impulse purchase and attract 

new players. 

A DistriDuo generates on average a turnover 

of about CHF400 per week, or more 

than CHF20.000 annually. As for the recently 

launched DisTribolo, sales of distributed 

tickets have jumped more than 70%. The 

advantages are their full acceptance by retailers 

due to their easy installation and low 

maintenance, and also the added value of 

impulse purchases triggered by the prime 

visibility of lottery products. 

many promotional programs are offered to 

specific retailers. 

Due to the diversity of points of sale 

(POS), each store has specific needs and 

it is not possible to place a one-size-fit-all 

equipment everywhere. Therefore, the 

Lottery supplies a variety of dispensers 


Retailers act as middlemen between LoRo 

and players. It is therefore essential for 

them to understand perfectly the games 

and be motivated to promote them in order 

to achieve their sales goals – Thus, the 

importance for the Lottery to focus on retailer’s 

training. In addition, one or twice a 

year, incentive programs among retailers 

are launched to thank the most active POS. 

Some of these programs target the special 

event ticket such as “Le Million”, which is 

a challenge requiring a serious sales approach 

from retailers. Other incentives are 

applied to “Swiss Loto” and “Plus” games 

and opened only to POS equipped with 

terminals. The performance of these POS 

is established by comparing their sales percentage 

for the “Plus” game against their 

“Swiss Loto” game sales during a specific 

period, and the best POS are rewarded. 

and cabinets in order to accommodate different 

space requirement of the retail environment. 

Also, because counter space is 

at a premium in some stores, the Lottery 

has designed special stand-alone units to 

give a place for the public to scratch their 

tickets on site. 

Three years ago, Mifal Hapais realized the 

importance of a much- needed improvement 

of its retail space. Building that cost 

in its annual budget, the Lottery has been 

renovating some of the leading stores, to 

make them more attractive and more customer-friendly. 

New and more informative 

signage is being added. By increasing the 

flux of customers in these stores, games 

sales are expected to go up as well.

Multi-channel 

distribution for TIPoS products 

TIPOS offers 

its products 

and services 

to players 

through 

three distributionchannels:Bricka 

n d - m o r t a r 

points of sale 

(number and 

instant lotteries); Internet (number lotteries, 

sports betting, casino games, instant 

games and bingo); and SMS (number lotteries 

except for KLUB KENO). Each of 

these distribution channels has its specific 

marketing strategy and promotional tools. 

TIPOS recorded 2,150 active POS with 

more than 2,200 terminals on line. Off-line 

sale is aimed solely at instant lotteries and 

there are more than 1,300 POS. All retailers 

work with the Lottery either with a contract 

or on a commission-based agreement. 

In these shops, placement of lottery product 

is very important as well as the type of 

equipment and promotion materials. Every 

advertising item must emphasize the visual 

concept of a product line: For instance, 

In Catalonia, Spain, retail stores distribute 

lottery products along with other merchandise. 

The Catalonia Lottery supplies a variety 

of equipment and accessories specifically 

designed for POS, but their use is up to the 

retailer’s agreement. The only mandatory 

element to sell Lottery games is the use 

of a terminal, and some POS such as bars 

need to have a monitor in order to sell the 

“Loto Express”, a game with draws every 4 

minutes. 

A productive relationship 

in Catalonia 

9 

each number lottery game has its own colour 

– allowing customers to immediately 

identify the game. TIPOS decision to install 

specific equipment in a POS depends on 

various factors such as the establishment 

size, layout of windows, furniture and cash 

register, as well as sales performance. 

TIPOS supplies announcement boards for 

single games jackpots displayed on windows; 

Billboard in a shape of totem for 

LOTO Jackpots (the most popular game in 

Slovakia); External racks showing, per a re- 

tailer’s needs, promotions for players, jackpots; 

Banners and outdoor signs with logos 

of specific games. For indoors, it provides 

hanging frames to hold posters of current 

promotion campaigns, monitors (for Klub 

Keno and jackpots of other games), Lottery 

ticket holders and other marketing accessories. 

Placement of products must be at 

Great attention is brought to the presentation 

of games in a store and for that reason, 

the Lottery has created merchandising elements 

such as outdoor signage to clearly 

identify the shop as a Lottery POS, adhesive 

door signs to reinforce the relation of the 

store with the Lottery, blackboards showing 

the Loto drawing results, displays for 

Lottery literature and online game slips, 

instant ticket dispensers, Lottery panels indicating 

where the Lottery funds go. 

For the launch of new games, the Catalonia 

Lottery resorts to special marketing tools 

that could include door or window posters, 

floor stickers, hanging signs or counter displays 

for flyers. Sales promoters also support 

the Lottery’s efforts by making sure 

shops use as many merchandising elements 

as possible with the greatest visibility. 

Visibility and practicality are key factors for 


eye level whenever possible, to attract the 

customers’ attention on jackpots and special 

promotions. Products with strong visual 

attractiveness such as instant tickets are 

grouped under one unifying header. 

TIPOS also offers Internet games whose 

sales for 2009 represent so far more than 

40% in sales for TIPOS game mix. This 

has become an important channel due to 

the influx of new players (usually younger 

players or people with a higher education), 

who did not have any experience with the 

lottery before. The communication with 

these players is slightly different. It is done 

via Internet and through indirect marketing 

support on TV, always emphasizing the 

comfort, safety and non-stop availability of 

this sales medium. 

Since June 2009, SMS on cell phones has become 

another interesting channel as TIPOS 

is using it to launch bets on select number 

lotteries. Two out of three mobile operators 

in the Slovak market currently provide the 

service. SMS betting is transparent, interactive 

and very convenient for users and it is 

targeting technically inclined groups. 

successful POS. The Lottery has designed 

four different models of a stand-alone cabinet 

that will offer game forms, flyers and 

other informative brochures along with 

a space for the player to fill in game slips 

or scratch instant tickets. The Lottery will 

present this novelty very soon, expecting 

its implementation in about 40% of POS. 

The Lottery requires its retailers to play an 

active role in promoting its products and 

in exchange offers them great incentives. 

Retailers receive fixed compensation and 

support in the form of merchandising positioning, 

loyalty program with points based 

on sales amounts and redeemable for gifts, 

PR campaigns allowing POS to participate 

in major cultural or sports events, and promotional 

programs targeting both vendors 

and players.

Points of sale for the Austrian Lottery 

games and those that sell sports betting 

products are presented in the same way, offering 

an identical image, easy to identify. 

Points of sale of lottery games are also allowed 

to take sports betting. The games 

presentation is essential in the commercial 

approach of the Lottery and this environ- 

In Austria, optimal 

placement of gaming 

products in a point of sale 

10 

ment must allow players to feel at 

ease while providing a convenient 

and fast service. 

For this reason, the design of a 

game counter in a store is very 

important. 

In terms of practicality, there are 

dispenser filled with all betting 

slips and information material 

for each game. (Lottery games, 

Sports betting games). Furthermore 

there are various dispenser offering 

instant tickets (scratch, break open). Additional 

advertising material as high quality 

posters for Lotto or EuroMillions are 

designed to attract customers. In some 

POS there are designed counters where the 

player can fill in his coupons or scratch the 

instant tickets. The POS are also equipped 

with terminal customer displays which 

show general information and advertising. 

10 % of the retailers offering all products 

are equipped with a monitor in their shop 

window to attract passersby with commercials. 

POS which sell all Lottery products are 

equipped with a sign on the outside of their 

Touch-screen terminal: 

a successfull promotional 

tool in Slovenia 

The Slovenian Lottery Sportna Loterija d.d. 

works in partnership with its retailers, making 

recommendation on how to position 

the Lottery promotional materials, but the 

overall presentation of the store remains 

the shop owner’s responsibility. A variety of 

lottery equipment to improve the visibility 

of lottery games and promote this type of 

merchandise is provided to the retail network: 

Ticket dispensers at cash registers, 

stand-alone cabinets or tables offering flyers 

and game slips, posters, pencils, information 

screens and touch-screen terminals. 

At select points of sale (POS) such as gas 

stations, betting agencies and stores that do 

not offer the typical lottery games, touchscreen 

terminals have been extremely successful 

in promoting the Lottery, improving 


shops. Most of them have illuminated signs 

with the logos of each game. 

For promotions, POS may use, depending 

on space which is reserved for games, other 

advertising materials to draw the attention 

of customers, such as large posters, signs 

or wreaths hung from the ceiling. Lottery 

urges the concept of optimal placement 

of gaming products in a business environment 

where competition from other advertisements 

such as those for cigarettes is 

very high. But not all POS may be able to 

increase the visibility due to lack of space. 

The retailers training is another important 

factor because it allows them to have adequate 

knowledge of product offerings, the 

use of the terminal, the mission of the Lottery, 

the laws governing gambling, Responsible 

Gaming and positioning of effective 

advertising and information to players in 

a POS. For new retailers there is a mandatory 

seminar “how to sell lottery products” 

which is offered also to existing partners on 

a voluntary basis. 

at the same time the POS returns. 

Beyond betting agencies that typically display 

the games literature and slips in a very 

prominent way, regular POS are encouraged 

to position lottery information and 

tickets in key location such as right on the 

counters, near cash registers or other good 

locations in the store. Every once in a while, 

the Lottery will run special promotional 

activities for its retail network, but only at 

specific POS such as Post Offices. Another 

promotional approach is Internet games 

but this sales channel is not highly promoted, 

except during special sports events. 

The Lottery relies heavily on regular POS 

for its marketing efforts, as they still are the 

best performing environment for promoting 

games of chance in Slovenia.

Szerencsejáték Zrt does not require from 

its retail partners the use of any particular 

design for their shops. Most important 

is to present a clean and organized POS, 

and to operate in conformity with the legal 

requirements such as presenting clearly to 

the public all the terms and conditions of 

participation in a game; Ensuring that no 

one under the age of 18 play any games, etc. 

Also, the Lottery asks its retailers to use 

as often as possible the marketing materials 

and displays sent to them. Some stores 

receive special promotional tools from 

the Lottery in the form of branded labels, 

stand-alone cabinets, flags, flyers, posters 

Lottery retailers in The Netherlands must 

strictly follow the guidelines of the Dutch 

Betting & Gambling Act and must operate 

within the law such as for example refuse to 

sell to under-age customers. De Lotto considers 

its retail network as a continuation 

of the Lottery’s promotional campaigns and 

POS must make their best efforts to sell and 

promote De Lotto’s products. In exchange, 

and through incentives organized among 

retailers, the Lottery rewards the retailers 

with prizes for the highest sales recorded in 

a specific period. 

The presentation of displays and other ad- 

A clean, organised PoS is 

an inviting space in Hungary 

Best retailers are rewarded 

by De Lotto 

11 

and bulletin boards showing draw results. 

The location of signs throughout a store is 

crucial as they are the most productive marketing 

approach. Although it is not always 

possible, retailers are required to place promotion 

materials of new products at eyelevel 

for the best impact. With POS located 

in railway stations, underpasses, buildings, 

malls, etc… there are a wide variety of floor 

spaces and conditions, but finding the best 

place to promote any new products is always 

on the 

agenda. In 

a POS, the 

most important 

thing is 

that players 

can get all the 

information 

they need. 

For their daily 

operations, 

retailers are 

s u p p o r t e d 

by 2 kinds of 

vertising materials at POS is important to 

promote lottery games. Lately, it has come 

to the attention of the Lottery that games 

and brand materials might not be positioned 

to get the best visibility or are not 

attractive enough to have the expected impact 

on customers. 

An 

evaluation of 

that situation 

is being conducted 

and 

the Lottery 

expects that 

the results of 

the research 

will help find a solution to improve visibility, 

product information, promotion and in the 

end tickets sales. 

Dutch POS are usually equipped with wagering 

terminals and in 2010, the Lottery 

will install throughout its network brand 

new terminals that will provide retailer and 

player screens. Due to the impulse charac- 


terminals: E5 and MX. Approx 900 type 

MX terminals and 3800 type E5 terminals 

are in the front line. The Lottery has plans 

to change the type E5 terminals with new 

ones by 2014 to help its retail network grow 

their businesses with improved technology. 

To build up a good relationship with 

its retailers and motivate them in selling 

its product mix, the Lottery offers training 

sessions, good sales commissions (5 to 6% 

for online games and 9 to 10% for instant 

games), sales meetings organised every 6 

months to discuss new promotions and future 

goals as well as monetary incentives. 

Incentives are organised, to keep a shop’s 

owner motivated. Also, the use of random 

checks and mystery shoppers has proved 

very effective. 

ter of a purchase 

of lottery 

products, 

best efforts 

are made to 

display instant tickets and as many other 

games as possible, depending on space, at 

or near the cash register. Lottery promotional 

and informational materials also are 

placed surrounding the POS counter whenever 

possible. Each POS sells the whole 

Lottery product mix: Instant tickets, Lotto, 

Lucky day and Toto games.

OPAP agencies are dedicated to the sale of 

traditional lottery and sports betting. Instant 

games are not offered. All games can 

be played at any POS and are offered exclusively 

via online terminals. The sale and 

presentation of Sports Betting is the same 

as all other games. POS counters have a 

transaction terminal as well as a customer 

display. Display cases are provided for game 

slips and all lottery-related equipment bear 

the lottery logo. Agencies also have at least 

one TV screen for the Keno game to show 

draws occurring every five minutes. A new 

The Lithuania Lottery designs the POS 

game concept and all lottery retailers are 

required to use that particular design and 

presentation. Online games are offered 

in retail environment by ways of terminals, 

equipped with customer display. All 

around, posters and other type of advertise- 

Greek PoS linked to strong 

brand Identity 

Terminals added services: 

great for PoS in Lithuania 

12 

corporate style is designed for all agencies. 

The use of vivid colors, sophisticated materials 

and shiny finishes creates a pleasing 

game atmosphere. The signs on the counter 

and throughout the store are purposely 

placed to be highly visible and to re-enforce 

the brand. Counters are modular. They 

come in six different shapes and can be 

manufactured in different sizes to fit the 

particular layout at each store. 

POS are equipped with self-service terminals 

placed on tables or counters and customers 

play any game with a smart card 

preloaded with game units at the main online 

terminals. Most shops have one or two 

online terminals and a few have three or 

four, depending on the volume of sales. The 

majority also have additional TVs to show 

sports events. 

A lottery POS must be clearly identifiable to 

strengthen the brand and an important part 

of this identity is the store façade. Storefronts 

will mostly have the same fascia of 

metal panels, blue and orange, the OPAP 

logo above the main entrance and backlit 

ment clearly mark the game unit. Points of 

sale also provide instant tickets and present 

them in display cases. A stand-alone cabinet 

where players can fill in their game slips 

is usually part of the equipment mix. 

Particular attention is devoted to the eyecatching 

design and the positioning of signs 

in the store, in order to use them to their 

full advantage for visibility and publicity 

purposes. Additionally, large posters are 

added in the lanes. 

The Lottery has updated its technology 

input at POS and with this improvement, 

returns have seriously increased since Lottery 

terminals now offer new services such 

as mobile phones top-up and bill payments. 

The Lottery plans to go one more step and 


streaks of blue, yellow and red lines. The 

extensive use of OPAP logo and its colored 

scheme create a conceptual design linking 

the brand, the games and POS. Greece has 

extensive local architecture that needs to 

be preserved, and special consideration is 

made for these areas. 

A new system to evaluate retailers is currently 

under consideration. The proposal 

links retailers’ performance to corporate 

goals in few specific dimensions such as 

regulatory compliance, quality of service, 

logistics and financial performance. About 

86% of the 5000+ retailers have signed a 

new contract with OPAP. This new contract 

streamlines the rights and obligations of 

each party and consolidates the relationship 

of the network with OPAP. 

add LCD advertising screens to their retail 

terminals. 

The Lottery closely works with its retailers 

by encouraging them to add more lottery 

informative posters as well as ticket holders 

throughout the stores in order to increase 

the awareness of the latest instant games. 

To motivate its retail network, the Lottery 

supports various promotional campaigns 

to benefit their best retailers, and some 

of the incentives are to pay retailers extra 

commissions if their returns have increased 

over the previous year. Also, some monetary 

prizes are presented to POS employees 

when sales plans have been fulfilled.

Although SISAL has established a website 

where consumers can go and play, Italy’s 

best lottery points of sale (POS) remain the 

traditional brick-and-mortar retail shops. 

After extensive research on the best positioning 

of logos and advertisement, Sisal 

has developed in 2009 a visibility guideline 

for its retailers, showing them how to use 

promotional materials and install the new 

merchandising signs in the best viewable 

location. Based on the “capture-power” 

program, SISAL has invested in new signs 

and special materials for outside the store 

In 2000, WestLotto commissioned a design 

company to develop a modern concept for 

its points of sale. The idea was for points 

of sale to be easy to identify, offer a pleasant 

and informative environment and to 

differentiate them from illegal operations. 

With financial assistance from WestLotto, 

the points of sale have been fitted according 

to the “Design 21” model – and this style 

is now compulsory for all new sites opened. 

In addition to a play stand where the player 

can fill out a lottery slip, each point of 

sale also offers a sales counter that has a 

touch screen terminal for the salesperson 

as well as the customer, and a corner for 

A trade marketing plan 

supporting PoS in Italy 

13 

to attract the attention of potential consumers. 

And consequently, the Lottery has 

improved the “Conversion Rate” - the index 

that measures how much attention is transferred 

to the sale. 

This year too, Sisal has invested more than 

4 million Euros to set up a Trade Marketing 

Plan highlighting in-shop support materials 

and special incentives for the retailer. 

Currently, POS use stand-alone cabinets for 

flyers & game slips and special cash registers 

called “Leonardo” which have been 

very well received by the consumers. Retailers 

can use TV screens to present Sisal 

TV Channel. Games throughout the store 

are presented separately. 

Sports betting games are sold in different 

venues. SISAL has a special network 

of about 4,000 POS called MatchPOINT: 

About 150 POS are Sports Betting agencies 

Points of sale: 

new design, qualified staff 

and prevention 

instant win tickets. Above the cash drawer 

are instant win tickets and light boxes with 

the word “LOTTO”. Wording indicates the 

different tickets and therefore makes the 

service user-friendly. The concept gives a 

harmonious look to the entire module. 

This new concept for the presentation of 

game products – using colours, spot lighting 

on company signs and ergonomic furniture 

– gives the sales points a modern and 

friendly look. However, the presentation of 

information and views on excessive playing 

are made clear across the whole shop area. 

This is an extremely important aspect for 

WestLotto points of sale because, in accordance 

with German law, the advertising of 

games, which has been reduced to a minimum, 

should in no way encourage the purchasing 

of tickets. The advertising area of a 

point of sale should essentially be reserved 

for public information on the prevention 

of excessive gambling and the protection 

of minors, and should give details of help 

centres. However, it is permitted to display 

general information about the games 

offered in the window or inside the point 


and the rest are bars where betting products 

are presented in a special way. 

With the success realized this year, SISAL 

will continue investing in the improvement 

of its POS network throughout 2010. Sisal 

is already working on a special project to 

develop a new POS concept that will be implemented 

next year. 

of sale. However, 

shops with online 

games have been 

prohibited from 

1st January 2008. 

In a point of sale 

everything has 

been designed to 

comply with the 

law on gaming. For this reason WestLotto 

has several requirements when an enquiry 

is made with regard to opening a point of 

sale: the retailer should have a fairly large 

space which can hold all the required signs 

as well as the fitting of the play stand. In order 

to ensure a completely legitimate range 

of games and to meet standards, WestLotto 

also stipulates that its retailers must undertake 

practical, technical and type training 

for dealing with gaming products before 

they can become a licensed agent. On this 

basis WestLotto has highly qualified staff at 

the service of its players at all its points of 

sale.

SAZKA requests that the points of sale 

(POS) of its contracting partners (agents) 

who sell its lottery and non-lottery products, 

meet certain standards for providing 

those services. In 2007, SAZKA launched 

the Standardised POS Equipment Project, 

on the basis of which the company equips, 

under certain conditions, the POS with online 

terminals. Today, the basic equipment 

is compulsory for each new vendor in order 

to get a Lottery contract. 

SAZKA places its terminals in general retail 

outlets (most typical POS are tobacconist 

and newspaper shops). Other retailers include 

gas stations, post-offices, and restaurants. 

SAZKA standardised equipment 

catalogue includes approximately 70 items, 

making it possible to equip any kind of POS 

and any space availability. The terminal 

is located at the cash register and offers 

a presentation space as well as a scratch 

tickets display case. Another component is 

a writing desk with an information system 

showing promotional and player information 

materials. If there is no space, the information 

system alone is installed. Other 

displays are also used to promote the sales 

In Ukraine, MSL products are distributed 

through three different channels: The Lottery’s 

own retail agencies, independent 

agents and a network made out of the State 

Standardised PoS 

Equipment Project in the 

Czech Republic 

Product display: key 

communication tool for MSL 

14 

of fast-draw games (Keno, Lucky Lines, 

Dice, etc.) and to present odds bets. 

Special attention is paid to the presentation 

of SPORTKA (Lotto 6/ 49), with the 

current jackpot amounts presented in POS 

windows. This project is supported by a 

contest for retailers, who are financially 

involved in the appropriate presentation. 

Projects of this sort show long-term effec- 

Post Office centers and select banks located 

in key areas. MSL handles all the merchandising 

as well as brand and trade marketing 

activities at POS. 

Product display at POS is a key communication 

tool for instant games: Not only do 

retailers offer convenience to players with 

separate stands for a place to scratch instant 

tickets, but also winning tickets are widely 

used to promote instant games throughout 

the whole store. Ticket dispensers, coupons 

and other product related materials are well 

presented near cash registers or other areas 

of a store for the best visibility. Jackpots 

are clearly displayed too. Whether indoor 


tiveness of up to 90%. Not everything is 

installed in every POS. For example, the 

displays showing fast-draw game results are 

placed exclusively in high traffic areas such 

as shopping centres or in locations with a 

large population. Placing such equipment is 

only worth installing in POS that generate 

above-standard sales. 

The Lottery signs agreements with its retailers 

for an indefinite period of time. Regularly, 

motivation programs are designed 

for the retail network for different types of 

products or POS evaluation projects that 

reward good performers with special bonuses 

in the form of merchandise prizes. 

Also, the Lottery holds regular meetings 

with its top retailers and invites them to social 

and sporting events as well as cultural 

events held in the Lottery’s multipurpose 

hall – O2 arena. 

or outdoor, the Lottery attractive marketing 

approach is a constant reminder of the 

games. 

Some POS are equipped with LCD screens 

which allow to market fast-play games such 

as Pick 4 with draws every 8 minutes. The 

Lottery makes special efforts to promote 

its products by designing a wide variety of 

highly visible promotional materials to satisfy 

all agents’ needs: Thus, it does not matter 

if there is fierce competition from other 

industries, the Lottery brand at each POS is 

well marked, well advertised and well supported 

by the retailers thanks to a sound 

business relationship established between

In Spain, ONCE retail network is comprised 

of only two types of points of sale (POS): 

Its 8000 kiosks, installed on the sidewalks 

of the busiest streets and Mobile POS, handled 

by about 14,000 street vendors. 

The Lottery has designed a corporate concept 

presenting 10 different models of kiosks, 

all prominently showing ONCE logo. 

These installations are in line with the urban 

environment and fit naturally in the 

cities. Each kiosk exhibits a similar format 

in terms of product 

presentation, location 

of signs, orientation of 

the windows and tickets, 

giving the public a 

sense that this is ONCE 

space. With street vendors, 

the exhibition of 

the products is the important 

factor. 

Ticket design does the promotion of the 

Lottery brand by offering an appropriate 

concept with clear information on prize 

amount. And grouping the games at POS 

forms a sort of mosaic highlighting the attractiveness 

of Lottery products. All kiosks 

are equipped with a LED screen announcing 

the prizes and communicating promotional 

messages or drawing results. All POS 

Kiosks and mobile 

PoS for oNCE 

15 

use online wireless hand-held retail terminals 

that operate via a wireless communication 

system GPRS, for all their transactions. 

ONCE has plans to modernize its kiosks with 

a concept that would be more in line with 

21st Century commercial trends, improving 

convenience for the Spanish consumers 

with multiple services and distribution 

channels. Recently, ONCE has launched 

an Internet shop site selling only passive 

games and Lotto 7/39. This is a very new 

endeavor and no serious promotion campaign 

has been set up yet, except through 

the regular ONCE advertising channel and 

some exceptional promotions such as the 

Christmas Campaign with gifts remitted to 

the site’s visitors. 

The relationship between ONCE and its retail 

network is unique. ONCE vendors are 

Lottery’s employees, receiving a fixed sal- 


MSL and its trade partners. 

Lottery kiosks are another important factor 

for MSL product line. The kiosk is in fact 

the most ubiquitous “convenience store” in 

Ukraine and as such, it is the trade category 

of key priority in the Lottery’s promotional 

activities. Launched in September 2009, 

the first oddest-type game “Sportliga” is 

distributed through the Lottery agencies in 

the same dedicated approach to promotion 

and information given at all POS and sports 

events are well announced on all “Sportliga” 

vending stands. 

Player education, product information and 

promotion, and high quality service at POS 

remain essential for MSL: All retailers, independent 

agents included, are trained to 

cooperate in achieving that goal and receive 

regularly innovative “how-to” materials to 

improve their store presentation. 

ary plus commission on sales especially on 

the “Coupon” – a passive traditional lottery 

game with pre-printed tickets that has been 

the exclusivity of ONCE since 1938. Also, 

extremely important and unique is that this 

retail network is the main basis of work and 

integration in society for disabled people. 

By paying more than 600 millions Euros annually 

to cover salaries and commissions, 

ONCE makes an important contribution to 

society. In addition, ONCE offers an incentive 

program to his vendors called “Your 

Best Plan” in which the vendor can accumulate 

points and exchange them for gifts.

We see opportunity. 

Today’s global economic pressures have generated incredible business challenges. 

In this climate, we see opportunity. Opportunity to accept, seize and manage 

change—to be more competitive in the entertainment industry…and to grow lottery 

sales from retail expansion, to implementing best practices, to new media games, 

to exciting new business models. We see opportunity everywhere…but more importantly, 

we see it for our customers. 

Partnering with lotteries…for good causes. 

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. 

16

Veikkaus retail network constitute one 

of the most important distribution channels. 

The Lottery has realized that brand 

identity has a direct effect on the level of 

sales at points of sale (POS). Because the 

retail environment offers a strong marketing 

channel, reaching customers on a faceto-face 

basis, Veikkaus has developed the 

”Key Red Concept” to provide retailers with 

tools for effective retail marketing such as 

outdoor signage, furniture concept and 

marketing materials. The objective of each 

POS through this new concept is to create a 

consistent service experience for Veikkaus’ 

customers – wherever they shop for their 

gaming tickets. Even more advanced concept 

elements are currently being tested 

and developed with digital signage. 

All Veikkaus games are being sold at retail 

shops. About 2550 retailers carry Veikkaus 

brand identity visuals and approximately 

650 retailers are considered being “close to 

Veikkaus identity”. In Veikkaus branded retail 

shops, the “Key Red Concept” presents 

a very attractive grouping of furniture and 

signage, creating a specific “gaming area” 

made of stand-alone cabinets with displays 

of information literature, gaming slips and 

other tickets, and a writing space for the 

players. Each piece of furniture, including 

the cash register itself, is done in bright red 

ISBB works really hard at promoting its 

image and games. One of the main tools 

in this campaign is the lottery retail network. 

ISBB offers franchising contracts to 

its retailers who receive a 7% commission 

on sales. The Lottery works closely with its 

Brand Identity at PoS: direct 

effect on sales in Finland 

17 

– the colour of the Lottery, making no doubt 

about the meaning of this type of displays. 

Other displays, mainly for instant tickets 

and syndicated gaming, are presented at 

the cash register both for convenience and 

to attract attention on the games: Countermounted 

tickets cases and in-counter tickets 

cases. 

Outdoor signage, designed to increase customer 

flow at POS, is also part of that brand 

promotional concept to advertise jackpots 

and special games campaigns. Almost all 

marketing furniture and displays are efficiently 

placed inside and outside a store to 

have best impact. To improve the efficiency 

of traditional POS, increase the knowledge 

of Veikkaus’ products and provide consumers 

with real-time information (i.e. on 

sports betting), Veikkaus has launched a 

one-year pilot test for digital signage in 17 

stores. Wide screens show lottery and game 

information at gaming areas and smaller 

screens at counter areas are specifically 

used for tactical marketing messages. 

An excellent POS for Veikkaus has also 

been its Internet games outlet, www-shop. 

With real-time marketing and information, 

advertising banners and shopping portals, 

this channel is very effective for Veikkaus 

and extremely convenient for players. Online 

registered customers are ”joint cus- 

Point of sale presentation: 

a key factor for ISBB, Israel 

retailers, either by supporting each participating 

store with special sales promotions 

or by helping them design the right shop 

for lottery products. 

In order to strengthen the connections with 

its retailers ISBB is publishing a bi-monthly 

magazine to the POS emphasizing personal 

stories, news and innovations within the 

organization, tips for improving sales and 

enhancing marketing. There is also a direct 

line to the CEO and a special Hot Line for 

retailers at the telephone Call Center . 

ISBB designed a prototype model for all 

points of sale (POS) used for both the interior 

and the exterior of the store. This 

design emphasizes color, signage and 

branding. Each POS equipment or accessory 

supplied by the Lottery organization, 


tomers” for both traditional POS and wwwshop, 

enabling multi-channel gaming. So 

far, the Internet shop is showing a higher 

growth %, although traditional POS sales 

have increased and should improve if digital 

signage is finally added to stores. 

To help its retail network with better sales 

goals, Veikkaus provides regular visits to 

POS by its sales managers and mandatory 

training sessions designed specifically for 

retailers. The Lottery’s support activities 

encompass motivation programs with commissions 

on sales and other sales incentives, 

regional briefings, campaigns with special 

events designed for the retail chains and 

shopping mall tours. All marketing and information 

literature and games slips, as well 

as online terminals and a help-desk service 

are provided free of charge. As for the furniture 

concept, retailers and Veikkaus share 

equally the costs. 

whether it is tables, chairs, stands, exhibition 

panels or terminal covers, is uniquely 

targeting the lottery brand. 

A retail counter presentation, as well as the 

whole store, is a very important factor in the 

Lottery’s marketing approach. ISBB wants 

the public to instantly recognize a Lottery 

retail store and for that reason, each of its 

POS must have that Lottery special look 

and feel: A clearly marked brand and a simple 

friendly marketing atmosphere. More 

than 50% of the stores belonging to the 

Lottery retail network present already that 

same Lottery look. 

ISBB has plans to develop even more its retail 

network and one of the key elements will 

be to come up with a new design concept for 

ISBB points of sale throughout Israel.

The impact of the ECJ ruling in the Liga 

Portuguesa de Futebol Profissional case 

for the further EU gambling debate 

On September 8, the European Court 

of Justice has finally delivered its long 

awaited judgment in the Liga Portuguesa 

de Futebol Profissional case. The ruling is 

a clear victory for the EU Member States 

and the European State Lotteries, as the 

European Court of Justice has clearly recognised 

the right of the EU Member States 

to regulate and control their national online 

gambling markets and therefore the 

application of the principle of mutual recognition 

in the gambling sector was explicitly 

denied. 

The delivery of the judgment, almost a year 

after Advocate-general Bot has rendered 

his Opinion in this case, has proven to be 

a very challenging task for the 13 judges 

of the Grand Chamber. Nonetheless, the 

Court has managed to deliver a very clear 

and even concise ruling, establishing the 

core principles of the power of the Member 

States in the field of online gambling. 

The Court was asked to rule upon the validity 

of the extension of an exclusive right 

for the organisation of lottery and gambling 

activities to an online offer, under the 

European free movement principles. The 

case concerns the Portuguese legislation 

which confers on Santa Casa da Misericórdia 

de Lisboa, a centuries-old non-profit 

making organisation operating under the 

strict control of the Portuguese Government, 

the exclusive right to organise and 

operate lotteries, lotto games and sporting 

bets via the Internet. The aim of this 

restrictive legislation is to prevent the operation 

of games of chance via the Internet 

for fraudulent or criminal purposes and 

to protect Portuguese consumers against 

gambling addiction and other gambling 

18 

related risks. The Portuguese legislation 

in question also provided for penalties in 

the form of fines which may be imposed on 

those who organise such games in breach 

of this exclusive right and who advertises 

such games. 

Bwin and the Portuguese Professional 

Football League were fined 74500€ and 

75000€ respectively for offering games of 

chance via the internet and for advertising 

those games within Portuguese territory. 

According to a sponsorship agreement between 

Bwin and the Portuguese Football 

League, Bwin logos were displayed to the 

sports kit worn by the players and affixed 

around the stadiums of the First Division 

clubs. The League’s internet site also included 

references and a link allowing access 

to Bwin’s internet site, making it possible 

for consumers in Portugal and other 

States to use the gambling services thus 

offered to them. 

In its ruling, the European Court of Justice 

first confirmed its previous case law 

in the Läärä and Zenatti cases, by stating 

that the mere fact that a Member State 

has opted for a system of protection which 

differs from that adopted by another 

Member State cannot affect the assessment 

of the need for, and the proportionality 

of, the provisions enacted to that 

end. Those provisions must be assessed 

solely by reference to the objectives pursued 

by the competent authorities of the 

Member State concerned and the degree 

of protection which they seek to ensure. 

Therefore, the Member States are free to 

set the objectives of their policy on betting 

and gambling and, where appropriate, 

to define in detail the level of protection 

sought. It must however be recalled 

that national legislation is appropriate for 

ensuring attainment of the objective pursued 

only if it genuinely reflects a concern 

to attain it in a consistent and systematic 

manner. The Court also refers to its previous 

rulings in which it already recognized 

that limited authorisation of games on an 

exclusive basis has the advantage of confining 

the operation of gambling within 

controlled channels and of preventing the 

risk of fraud and crime in the context of 

such operation. 

Legal 

The Court extended its previous case law 

on the validity of an exclusive right in 

the gambling sector to an exclusive right 

system regarding the online provision 

of gambling services. Indeed, in the Liga 

Portuguesa de Futebol Profissional ruling, 

the ECJ acknowledges that the grant of exclusive 

rights to operate games of chance 

via the internet to a single operator which 

is subject to strict control by the public 

authorities may, in circumstances such as 

those in the proceedings, confine the operation 

of gambling within controlled channels 

against fraud on the part of operators. 

The key point and most important achievement 

of this ruling is that the European 

Court of Justice has explicitly denied the 

application of the EU principle of mutual 

recognition in the gambling sector. According 

to the basic “mutual recognition” 

principle a Member States has in principle 

to recognise a license granted in another 

EU state without duplication. The Court 

considers that this basic principle cannot 

be applied to gambling services. The 

Court states that in the absence of harmonisation, 

a Member State is entitled to take 

the view that the mere fact that a private 

operator such as Bwin lawfully offers gambling 

services via the internet in another 

Member State, in which it is established 

and where it is in principle already subject 

to statutory conditions and controls, 

cannot be regarded as amounting to a sufficient 

assurance that national consumers 

will be protected against the risks of 

fraud and crime. According to the Court, 

in such a context difficulties are liable to 

be encountered by the authorities of the 

Member State of establishment in assessing 

the professional qualities and integrity 

of operators. 

The Court also recognised that games 

of chance accessible via the internet involve 

different and more substantial risks 

of fraud by operators against consumers, 

compared with the traditional markets 

for such games, given the lack of direct 

contact between customer and operator. 

Thereby the Court thus ruled that internet 

games are more dangerous than physically 

offered games, even when regulated and 

controlled by the competent authorities of 

the Member State of residence of the consumer. 

This assessment goes very far and means 

the end of gambling hubs like Malta and 

Gibraltar. The ECJ indeed rules that the 

competent authorities in those jurisdic-

tions, being the jurisdiction of establishment 

of the operator, cannot sufficiently 

guarantee the integrity and quality of operators 

providing their games in another 

Member State. Therefore, the Member 

State of residence of the consumer can 

maintain its own restrictive conditions and 

can legitimately prohibit access to its market 

for operators established abroad. 

Although the legal counsels of Bwin and 

other companies operating from such jurisdictions 

have heavily criticized this ruling 

as being ‘irrelevant’ or very limited to 

the particular circumstances of this case, 

19 

there is no doubt that they need to put 

an end to the abuse of the internal market 

committed by providing their games 

all over the EU without abiding by the restrictive 

legislation in the Member State 

of their consumer. Several of their legal 

counsels have tried to find escape routes 

by inventing terms like ‘conditional mutual 

recognition’ and presenting the solution 

for the Member States to engage in bilateral 

agreements. Admittedly these thoughts 

are very creative but unfortunately they 

are not only very unclear as to their meaning 

but also in blunt contradiction with European 

law. 

The answer the ECJ formulated to the 

question referred by the Portuguese judge 

leaves by no means room for interpretation. 

It is clear the Court wanted to deliver 

a breakthrough ruling on the principal issue 

of mutual recognition in the gambling 

sector, as it didn’t even refer the matter 

back to the national judge for interpretation 

in this specific case. The Court ruled 

itself that a Member State is as such entitled 

to prohibit the provision of online 

gambling services within its territory by an 

operator established in another Member 

State. This leaves no room for a proportionality 

assessment by the national judge 

as the ruling of the ECJ is unconditional. 

So a breakthrough ruling in the gambling 

sector it was, but unfortunate for those 

companies who had put their money and 

business strategy on another outcome. 

In the meanwhile the Swedish Presidency 

of the EU is coming to its end and the 

Progress Report on the discussion held 

between the Member States within the Establishment 

and Services Working Group 

will be presented to the Competitiveness 

Council. A large task is still waiting for the 

upcoming Spanish and Belgian Presidencies, 

shaping the position of the Member 

States even more, by determining which 

gambling related elements should remain 

national and which elements require a European 

solution. 

By Philippe VLaEmmInCK 

& annick HuBERT

National Lottery of Belgium: 

75 years young! 

2009 is a year full of joy for the National Lottery 

of Belgium: 75 years have passed since 

the first lottery draw of the Colonial Lottery 

took place, on October 18th, 1934. Today, 

in 2009, the National Lottery organized a 

range of different activities to celebrate that 

75th anniversary. 

In August 2009, the company announced 

a new project to support the fight against 

poverty, a series of concerts, a product specifically 

designed for the anniversary and an 

exhibition on 75 years of National Lottery 

sited in the Royal Museums of Fine Arts of 

Belgium in Brussels. 

On the social side, the National Lottery 

presented a project to the media under the 

name A Roof for Everyone. “Making millionaires 

is nice, helping people in need an obligation”, 

was the accompanying slogan. With 

the amount of 2.000.000 Euros, the National 

Lottery is supporting eight laureates 

which are, each their own way, struggling 

to fight poverty by providing a firm and safe 

roof for the homeless. On October 17th, 

the International Day for the Eradication 

of Poverty, the first step was taken, a step 

closer to reaching the millennium goals. 

Apart from the social project, other initiatives 

celebrating the Lottery’s anniversary 

were taken as well, such as a series of con- 

20 

certs. The Brussels Jazz Orchestra together 

with the Brussels Philarmonic were asked 

to write and perform a unique composition 

entitled Creating Chances. Over a period 

from September to November 2009, ten 

concerts were organised at ten different 

locations in ten Belgian provinces. In addition, 

a unique product with a dazzling 

gain - the Golden Ticket - was launched for 

the occasion, since this special anniversary 

could of course not possibly go by without 

a special game of chance. On October 18th, 

two winners were drawn, each with a price 

of 1.000.000 Euros. Furthermore, a new 

Win for Life scratch-ticket was developed: 

Win for Life 75. Winners take home €75 

every day for the rest of their life. 

And last but not least, the exhibition The 

Members’ News 

Art of the Game, on the game of chance 

through the ages, was installed in the Royal 

Museums of Fine Arts of Belgium in Brussels. 

The curator of this exhibition, Mrs. 

Annemie Buffels, made a selection of the 

finest pieces of art and historical objects 

the Cultural Patrimony of the Belgian National 

Lottery possesses. In collaboration 

with a scientific committee consisting of 

both national and international experts, 

three major themes were chosen. The first 

theme, the game of chance as a fascination 

of mankind through history, is represented 

by a series of historical objects, paintings 

and two tapestries, all related to or relating 

to the game of chance. The highlight of this 

theme is a painting by David Teniers bought 

on the occasion of the anniversary: A Tavern 

Interior with peasants playing cards. A 

true masterpiece, dated around 1644-45. 

An entire hall is dedicated to the second 

theme, which is the universal symbol of all 

lotteries: the goddess Fortuna. Etchings, 

statues, paintings, a rare jewel, a tapestry 

and a beautiful Roman mosaic sketch 

the evolution of Fortuna from the Antique 

World to our modern age. 

The third theme reflects on the concept of 

lotteries. Both a national and an international 

timeline study the origins of public 

and state lotteries, show the conception of 

the Belgian National Lottery and explain 

the many different attitudes towards lotteries. 

In addition, a documentary by Gérard 

Corbiau and Dominique Leroy, 

‘The National Lottery – Portrait 

of a lady of 75 years’, presents 

the visitor a view from a different 

angle on the specific history of 

the Belgian National Lottery. 

The Art of the Game has also been 

visited by the European Lotteries, 

on the occasion of which a preview 

was organized (more information 

about this event can be found on 

page 32 in this magazine).

David Teniers le jeune (1610-1690) 

21 

A catalogue accompanying the exhibition 

was published, The Art of the Game, in 

which the specialists of the scientific com- 

La Française des Jeux 

launches the brand „FDJ“ 

In a dual purpose of simplicity and efficiency, 

La Française des Jeux launches the 

new commercial brand « FDJ ». Symbol of 

the company’s commitment to recreational 

gaming and to player services. and of a dynamic 

company serving the players, “FDJ” 

will sign all offers and advertisements of 

the company’s products. 

Starting from now and continuing throughout 

2010, this new simplified name and 

logo will be rolled out on all product ranges, 

advertising, as well as on all promotional 

and communication materials. The BDJ 

brand will also appear on Fdjeux.com website 

and progressively on all the company’s 

retail banners. 

ParionsSPORT/Parions WEB! 

New brand and new sports betting 

site of La Française des Jeux on the 

Internet 

As from November 3 (ParionsWeb) and 

November 17, 2009 (ParionsSport), La 

Française des Jeux is renaming its range 

of sports betting on the Internet to consolidate 

its product range and give a simple 

explicit image of the betting market. 


mittee, together with other art experts, give 

a historical overview of the different games 

of chance. Some exceptional works of art 

are reviewed, all of them connected with 

lotteries and the game of chance. 

At the official opening of the exhibition, 

an academic conference was organized. 

Experts from other national lotteries and 

Belgian politicians shared views on the future 

of gaming, the dangers involved and 

effective solutions, and in particular on the 

challenges the Internet offers with regard 

to online gaming. 

In sum, truly a 75th anniversary that does 

not happen unnoticed! By organising these 

many activities and projects, the National 

Lottery wants to encourage everybody to 

join in the festivities! 

The name “FDJ” was chosen because of 

its natural attribution to La Française des 

Jeux, like the four-leaf clover that goes 

with it. These two elements are represented 

by an arrow which provides players 

with symbolic guidance through all the different 

stages of their gaming experience. 

“Française des Jeux” associated with the 

clover symbol remains the name as well 

as the corporate brand of the company. It 

promotes the ethics and responsibility values 

of La Française des Jeux. 

This site provides more information, services 

and betting advices in order to coach 

the players and help them bet better. 

ParionsWeb is supported by a group of 

sport experts and includes sequences of 

Web TV and Web radio. 

The Française des Jeux carries on with the 

renovation and modernization of its range 

of sports betting on the Internet to better 

serve its players, with a responsible gaming 

model, respectful of sport.

Loterie Romande 

Internet and training 

RESPoNSIBLE GAMING 

AT A SIMPLE CLICK 

The Loterie Romande is seen as a pioneer 

in Responsible Gaming and prevention, 

as its double European Lotteries certification 

(European Responsible Gaming 

Standards) and World Lottery Association 

(Level 4 Responsible Gaming certificate) 

bears witness. 

The training programmes, of all the tools 

that have been developed and introduced, 

form one of the pillars of its action. One 

of the latest developments is an interactive 

module devoted to Responsible Gaming 

that has just gone on line for Loterie 

Romande employees and agents. 

22 

Partner of Spelinstitutet 

(The Gaming Institute) 

Since 2008, the Loterie Romande has 

been availing itself of the training possibilities 

offered by the Internet. This medium 

has some unique qualities: it is “open 24 

hours a day”. Above all, it makes it possible 

to reach the entire network of agents and 

employees without any time constraint. 

To ensure maximum impact, the interactive 

programme recently launched was conceived 

in partnership with Spelinstitutet, 

the Swedish body unanimously recognised 

in matters of Responsible Gaming 

Simulating reality 

The training module is far from being a 

simple succession of theoretical principles. 

Indeed, it is meant to provide not 

only a basic knowledge of Responsible 

Gaming but also an ability to adopt reflexes 

should the need arise. It comprises interviews, 

quizzes, simulated situations and 

role playing. 


Thanks to Internet (and Intranet), this 

training can be adapted to the availability 

of each participant. It takes about 35 minutes 

and ends with a test of the knowledge 

acquired. 

Online but obligatory! 

This prevention tool is not just an accessory 

but is positively constraining. Indeed, 

it paves the way to a certificate which is 

obligatory: 

• For all Loterie Romande employees 

– nearly 300 in all. They have until 31 

December to obtain it. Likewise, all new 

employees will henceforth have to follow 

this programme. 

• As of 1 January 2010, for the entire network 

of agents, i.e. more than 4000 people. 

Note that they will be authorised 

to resell Loterie Romande games only 

after having been trained and having 

obtained the Responsible Gaming certificate. 

In addition to this course, they 

go through programmes adapted to the 

products placed at their disposal. 

A tool in the making 

The Loterie Romande can testify to excellent 

training results. For some years now, 

measures aimed primarily at Tactilo agents 

have been extended to the rest of its staff 

in order to create a true sense of emulation 

with respect to Responsible Gaming. 

That is why it intends to develop the potential 

offered by Internet. On the basis 

of this module, stock will be taken of the 

situation in 2010 in order to determine 

which of these measures hold the greatest 

promise.

Scientific Games introduced its WAVE fullfunction, 

clerk-operated terminal at the 

2007 World Meet in Louisville, Ky. (USA), 

with its first full-scale lottery deployment 

in Connecticut at roughly 3,000 retailer locations 

in early 2008. A year later, another 

9,000 were deployed in retail locations 

across the state of Pennsylvania. Work has 

just commenced for the Hoosier Lottery, 

and by mid-2010, 3,900 WAVE terminals 

will be installed to drive lottery sales. 

In these jurisdictions, digital content marketing 

advertising displays, self-service 

ticket checkers, wireless bar code reader 

and other support peripherals are integral 

to the comprehensive retail products Scientific 

Games provides. 

The company also inked a major deal to 

provide up to 15,000 Leonardo/WAVE terminals 

for Italy. The Leonardo/WAVE is 

a customized version of the WAVE built 

specifically for the Italian market in collaboration 

with Sisal S.p.A. Approximately 

11,200 Leonardo/WAVE terminals are now 

installed and operational across Italy. Another 

3,800 are planned for deployment 

within the next two calendar years. 

In October, the Israel Sports Betting Board 

placed an order for 600 WAVEs in what is 

expected to be a 2,000-unit order, while 

Hungary’s SZERENCSEJÁTÉK Zrt. has ordered 

more than 2,000 terminals as part of 

a technology-upgrade initiative, with initial 

installations imminent. 

23 

Making WAVEs 

Keep Those Lines Moving 

WAVE’s processing speed is making it easier 

to buy and sell lottery tickets. 

“It’s much faster; I mean lightning fast,” 

says Beth Vige, owner of Vige’s Convenience 

Store in Connecticut, USA. 

Of course, lightning-fast transactions take on 

added significance when jackpots reach lotto 

mania levels. Such was the case this summer 

when the SuperEnalotto jackpot topped 

out at €146.8 million, the largest jackpot ever 

won by a single player in Europe. 

“During the nearly seven-month Super- 

Enalotto jackpot rollover period, including 

at peak demand, the performance of the 

11,200 Leonardo/WAVE terminals easily 

met the crushing demand brought about 

by the largest lottery jackpot in Italy’s 

long and storied history,” says Maurizio 

Dell’Oca, Chief Information Officer of Sisal 

S.p.A. 

Ergonomic Design 

Scientific Games engaged as partners in 

the WAVE design and development initiative 

two of the world’s leading ergonomic 

design firms: 

• Frog Design – best known for its work 

with Apple, Sony, Victoria’s Secret, 

Lufthansa, Disney and Hewlett Packard – 

brought its skills and expertise to the areas 

of terminal design, colors, materials and 

trim kits. 

• NCR Human Factors 

Engineering consultants – 

whose work can be seen 

(and touched) in airport 

self-service kiosks and supermarket 

self-checkout systems 

– worked with Scientific 

Games to help streamline the 

touch-screen navigation and 

placement of key peripherals, 

including printer and barcode 

reader. 

Premium 

Driving Sales. Raising the Bar. 

Retail store manager Rosemary Ross says 

WAVE and its support peripherals have 

resulted in higher lottery sales and commissions. 

“An increase in sales has happened 

since we’ve gotten the new machine 

because it’s so much faster. We can get the 

customer in and out, and they don’t have 

to wait in line.” 

Adds Peter Patel, owner/manager of Mobil 

on the Run in Hartford, Conn., “Players 

also like the full-motion video advertising 

display because it tells them how much the 

Powerball jackpot is and how much they’re 

going to get paid.” 

That’s not all. Responsible gaming and 

beneficiary messaging also can be electronically 

distributed and managed from 

the central gaming system to the digital 

content displays, something both the Connecticut 

and Pennsylvania lotteries are doing 

effectively.

In times of rapid developments and continuously 

increasing competition, the decisions 

that a lottery organization needs to 

make must be quick, precise and resultoriented. 

This could be easy if the POS 

network is small, with limited transactions 

and a small number of clients. But when 

it comes to diversified business environments 

with multiple distribution channels, 

an organization requires a more sophisticated 

system for integrating large amounts 

of complex information. 

Being not only a technology supplier, but 

also a Lottery Operator in multiple jurisdictions 

and different environments 

worldwide, INTRALOT has gained deep 

insight into the needs of Lottery organizations. 

Having to handle traditional POS 

and alternative channels networks (i.e. 

mobile phone, ITV PC, etc.) or having to 

offer a diversified product mix around the 

world, we recognized the need for a business 

intelligence solution that would focus 

on core competences, identify potential 

weaknesses, improve cost control and support 

best practices, all of which would lead 

to optimal business performance. To this 

effect, we combined our vast experience 

of Business Intelligence, our extensive 

experience and knowledge of operations 

and best industry practices to develop 

the unique Games Management Information 

System (GMIS). GMIS surpasses 

other business intelligence solutions in the 

market today in that it is a rich set of dynamic 

and predefined reports specifically 

designed to address the particular needs 

of all hierarchical levels within a Lottery 

organization as well as those of retailers. 

Knowing that maintaining a competitive 

edge depends on intelligent data analysis 

and insight into market behavior, GMIS can 

be utilized towards a Lottery’s efficiency, 

growth and profitability by offering end users 

easy access to all required information 

so as to make informed business decisions 

24 

MONITOR YOUR BUSINESS EFFICIENTLY 

WITH INTRALOT’S GMIS 

– i.e. not only understand past actions but 

also monitor present ones and forecast future 

outcomes. 

GMIS provides a uniform overview of all 

indicators relating to the management 

and operational support of a lottery business. 

Design and structure of the system 

is based on Key Performance Indicators 

(KPIs) that measure all the relevant factors 

that are crucial for the success of the 

organization. These indicators can be correlated 

with targets, and through security 

access rights, information is viewed only 

by authorized persons. 

Collecting data from all operating systems 

both internally and externally, GMIS 

presents information in predefined, userfriendly 

visual formats (graphs, charts, 

etc.), displays it directly on screen in a 

common data format. The software structure 

is designed to allow the end user to 

drill down on any piece of information to 

the level of the actual transaction. 

POS image is another key factor in strong 

sales performance. How are we presenting 

our products? What is our current status? 

GMIS provides the answer to such critical 

questions by providing the opportunity 

to upload pictures and videos as well as 

providing a real-time image per retailer. 

Management can thus be in a position to 

decide on effective actions and solutions. 

Benefits of GMIS for lottery operators are 

numerous. It improves cost efficiency, 

provides unified and common business 

metrics, simplifies internal communication, 

and increases productivity. In short, 

it substantially improves the efficiency of 

the sales force. 

GMIS also provides benefits for marketing 

and operations management. The system 

tracks and evaluates product performance 

in comparison with past performance and 

Premium 

budget requirements. It also evaluates 

the performance of sales representatives 

against predefined budgets and goals, such 

as turnover, scheduled routing, and merchandising 

compliance. 

Specifically concerning operations management, 

it offers an efficient way of 

achieving operational excellence by continuously 

monitoring performance in key 

business areas, such as service and maintenance, 

subcontractor, call centre and 

delivery management and legal document 

tracking. 

Finally, GMIS provides valuable insight 

into player preferences and behavior, detects 

fraud and supports responsible gaming 

practices, by isolating and identifying 

relations and patterns in large volume of 

data. 

GMIS substantially improves a Lottery organization’s 

decision-making process, and 

thus has a highly beneficial impact on its 

performance and profitability. By optimizing 

and controlling information assets, 

INTRALOT’s innovative GMIS is a valuable 

asset to every Lottery organization.

JANUARY 

• Joint EL/WLA Marketing Seminar 

“Are the 4Ps in Balance?” 

Dates: 27-29 January 

Location: London, UK 

Host: The National Lottery Camelot 

MARCH 

• EL European Legal Affairs Seminar 

and Public Order 

Dates: 8-11 March 

Location: Madrid 

Host: Loterías y Apuestas del Estado/Spain 

MAY 

• Joint EL/WLA/AALE 

Sports Betting Seminar and MatchInfo 

May 3: MatchInfo 

May 4-6 Sports Betting Seminar 

Location: Marrakech / Morocco 

Host: La Marocaine des Jeux 

• PR/Communication Seminar 

Dates: tbc 

Location: Vienna 

Host: The Austrian Lotteries 

JUNE 

• EL Industry Days 

Dates: 2 – 4 June 

Location: Barcelona/Spain 

Host: Loteria de Catalunya 

Followed by: 

• EL General Assembly 

Date: 4 June, afternoon 

• EL Instant Game Workshop 

Dates: tbc 

Location: tbc 

Host: tbc 

Registration for all our seminars can be done online at 

http://www.european-lotteries.org 

NEW ASSOCIATE MEMBERS 

SMARTPLAY INTERNATIONAL Inc. 

1550 Bridgeboro Road 

USA – EDGEWATER PARK, N.J. 08010 

25 

AGENDA 2010 

Hosted by 

Price 

Product 

Place 

Promotion 

27 - 29 January 2010 

London / UK 

Marketing "Are 

the 4Ps 

in balance?" 

... the 4Ps... are they in balance in your Marketing Plan and activities 

GLI Europe BV 

Satellietbaan 12 

NL – MH 2181 HILLEGOM 

SEPTEMBER 

• ELU «European Lottery University» 

Dates: 29 August-03 September 

Location: Porto/Portugal 

Host: Santa Casa da Misericordia de Lisboa 

• EL Responsible Gaming Seminar 

Dates: to be defined 

Location: to be defined 

Host: to be defined 

OCTOBER 

• EUROPEAN LOTTERY Management (ELM) 


Location: Geneva, Switzerland 

Host: Société de la Loterie de la Suisse Romande 

• EL Workshop with Regulators 

on the Legal Environment 




• EL European Legal Affairs Seminar 




NOVEMBER 

• EL/WLA Internet Seminar 

(legislation, games, licences) 

Dates: 22-24 November 

Location: Roma, Italy 

Host: Lottomatica SpA 

DECEMBER 

• EL Security Seminar 

Dates: tbc 

Location: tbc 

Host: tbc 

All events are available on our website (under events) 

Announcements are made a few months in advance 

HUGHES Network Systems GmbH 

Ottostrasse 9 

DE – 64347 GRIESHEIM 

XII

mario Cassar 

maltco 

Ray Bates, Reidar nordby, jr 

26 

Held in Malta 

31 August – 4 September 2009 

Workshops 

XII 

When the European Lottery University 

(ELu) program was started, no one would 

have imagined that it would reach the 

twelfth year mark. After Trinity College 

(Dublin 1998), Heriot-Watt University 

(Edinburgh 1999), Universidad de Salamanca 

(Spain 2000), Montpellier (France 

2001), University of Salerno (Italy 2002), 

the Universitat Autonoma de Barcelona 

(Spain 2003), the University of Siena 2004, 

the University of Santiago de Compostela 

2005, the University of Zadar – Croatia 

2006, it was only befitting that the tenth 

edition of ELu be held back in Dublin, 

where it all started. 

But, the ELu kept on going and growing: 

ELu XI in Dubrovnik, with the highest 

number of participants ever, and now in 

Malta. For ELu XII. 

Originally supported by Ray Bates, then 

EL president, championed and organized 

by Bernadette Lobjois, Secretary General 

and designed and moderated by Gilbert

Rehayem since its inception, the ELu is 

now considered to be the finest and most 

successful management training of its kind 

in the Lottery world. In 12 years, it has attracted 

over 500 managers (covering all 

corporate functions) mostly from Europe, 

plus some from Africa, Asia and North 

America. 

ELu has been enhanced, improved and 

enriched to offer a unique combination 

of academic presentations, case studies, 

workshops and networking. 

The ELu is a management education 

program that includes discussions and 

presentations on issues ranging from organization 

structure and performance to 

marketing/sales, legal, finance, corporate 

social responsibility, technology, communications 

and PR, new games, emerging 

trends and corporate strategies. This program 

addresses the most relevant challenges 

and opportunities that the Lottery 

sector is facing. During the 5 days seminar, 

the participants shared their experience 

and expertise in their specific fields. In 

addition, guest speakers, added their insight 

and input in the areas of Sports Betting, 

Corporate Social Responsibility, Best 

27 

Practices in Retail Network, Gaming and 

Risk Management and Marketing Scratch 

Games. 

The seminar ends with a global discussion 

with Lottery experts and the panel My Lottery 

from A to Z gave the opportunity to 

each participant to put one more question 

and to ask for explanations on topics that 

were not described during the seminar. 

In addition to the several workshops and 

as part of the program, the participants 

had also to participate in three group case 

studies, Build a modern lottery Organisation, 

A New Game from Idea to Market 

and Regional Overview. As example of 

the interaction and group interaction, the 

first group case study involved the development 

of a modern Lottery organization 

within a framework that is progressively 

assembled from the workshops and discussions. 

The second Group Case study 

consists on defining the tasks necessary to 

bring a new on-line game to market, and 

the third group case study to identify market 

trends by product category by country. 

The photos, in box, include the winning 

team, Mercury for building the best modern 

Lottery organisation, as judged by a 

Workshops 

jury of experts and the best scratch game 

developed by team. 

A well-deserved thank-you to Mario Cassar, 

CEO of Maltco and his team, for their 

typical Maltese warm hospitality, the EL 

Secretary General Bernadette Lobjois, for 

the overall excellent organization of the 

seminar, and a special debt of thanks to 

all the speakers involved in the seminar 

as well as especially to all the participants 

who made the ELu, by their comments, 

participation and involvement, a beneficial, 

useful and entertaining initiative. 

The next ELu promises to be even more 

exciting… rendezvous in 2010, in Portugal! 

mercury winning team 

Gilbert REHayEm 

moderator

Friedrich Stickler, joan Laporta, mercè Claramunt 

The EL President, Friedrich Stickler, 

opened this Seminar on Responsible Gaming 

(RG) - warmly and professionally hosted by 

Mercè Claramunt, Director of the Loteria de 

Catalunya- with encouraging words to those 

who were embarking on the task of Certification 

for the first time, and congratulations 

to the ten EL Member Lotteries who had 

already been certified as being in alignment 

with the EL RG Standards. Joan Laporta, 

Catalan Minister of Internal Affairs, then 

addressed the 75 Delegates from 22 European 

States and displayed a genuine interest 

in Social Responsibility and encouraged all 

those present to embrace Responsible Gaming 

practices as being the most professional 

and business-like way to develop gaming 

over the coming years. He referred to recent 

positive EU Court rulings, but urged that 

State Lotteries should continue their drive 

to implement the highest standards of responsibility 

in all their operations. 

The tone of the Seminar was set and underpinned 

by two excellent keynote presentations 

from David Grayson, Director of the 

Doughty Centre for Corporate Responsibility 

and Dr Jonathan Parke of the University 

of Salford Centre for the Study of Gambling. 

The messages from David Grayson were 

clear … 

28 

Responsible Gaming Seminar 

Barcelona, 28 – 30 September 2009 

David Grayson 

• There was much international evidence 

that companies who did not behave responsibly 

would be “punished by the 

consumers”, while those who behaved responsibly 

would be “rewarded” 

• It is now popular for companies to commit 

to 3 P’s - People, Profit and Planet 

• Good companies were moving across a 

spectrum of customer relations where 

“trust me” is no longer a sufficient corporate 

claim, but the consumer wants the 

company to “tell me”, and finally wants 

the company to “show me” 

• Customers are becoming more powerful 

and enabled, with “choice editing” and 

“choice influencing” of products and services 

becoming the norm. 

• Be careful not to be accused of engaging 

in “Greenwashing” 

Dr Parke presented an extensive overview 

of Internet gambling behaviour across a 

number of European (and International) ju- 

Workshops 

risdictions. His summary was that between 

2004 and 2009 there was little research 

evidence of any significant increase in the 

numbers of adolescents playing games for 

money on the Internet. Also, he claimed that 

there was no conclusive evidence that Internet 

gambling offers more risk of harm than 

other forms of gambling. He provided many 

insights into the characteristics of games 

that might be problematic for vulnerable 

players. One interesting conclusion was that 

there was no evidence that the payout ratio 

impacted on the level of problem gambling. 

His parting message was to learn about your 

players through deep research, and develop 

games and facilities that would be consistent 

with, and encourage safe and responsible 

player behaviour. 

The Lottery-specific contents of the Seminar 

were developed and designed by the members 

of the EL Responsible Gaming Working 

Group under the very able chairmanship of 

Anne Pattberg, Head of Responsible Gaming 

at Camelot. Anne delivered a historic perspective 

on the development of the Responsible 

Gaming Standards and Certification 

process, which set the scene for a number 

of papers covering the practical experiences 

of lotteries who had achieved Certification. 

Carlos Bachmaier from LAE explained in 

some detail, and with great clarity, how the 

overall Certification process works and, of 

equal importance, why the process was designed 

in the way it is presented. 

This was followed by a very interesting pair 

of back-to-back presentations from Guillem 

Salvans (Head of Responsible Gaming at the 

Loteria de Catalunya) and Eloi Montcada 

(Director of the Consultancy Department of 

LaVola Sustainability Services) who acted as 

Assessor for the Loteria de Catalunya. The 

main messages were: 

From the Lottery point-of-view … 

• Must have strong Senior Management 

support for the whole process

• Must involve all company employees 

• Must have specific budget, including dedicated 

human resources 

• Many benefits accrue to the Lottery company 

from the certification process 

From the Assessor point-of-view … 

• Assessor’s approach is very important; 

Lavola developed their own templates for 

the audit, based on the EL Standards 

• In depth Audit of sample of 45 Retail Sales 

Agents was very important 

• 15 days for the whole process was adequate 

Guillem gave an excellent synthesis of the 

whole RG effort when he said that “Giving 

the odds of winning a prize in an instant 

game as 1-in-4 was Marketing. Giving the 

complete prize structure of an instant game, 

including the odds of winning the top prize, 

was Responsible Gaming”. 

Herbert Beck (Austrian Lotteries) and 

Konrad Supper (WestLotto) shared their 

experience of the Certification process. 

Konrad summarised the process as a case 

of “Nothing new, but a new state-of-mind”. 

He emphasised that many lotteries were already 

operating with the highest standards 

of RG, but they now had to change the way 

they regarded and classified such behaviour. 

Herbert echoed this point and reinforced 

the point by emphasising the importance of 

“documentation, documentation and documentation” 

of all the existing RG processes. 

29 

Both of these contributors also commented 

on how positively all of the staff of their lotteries 

had responded to being certified as 

aligned with the standards. 

Delegates were presented with three perspectives 

on support tools and services that 

are available to them. These included Petra 

Forsström presenting the services available 

from IRGO and the depth of research experts 

available as well as access to tools such 

as GAM-GaRD which can help game designers 

to be more aware of the potential impact 

of games upon vulnerable players. Professor 

Peren gave a detailed presentation on the 

contents of his tool - AsTERiG ( Assessment 

Tool to measure and Evaluate the Risk potential 

of Gambling products). On the basis 

of twelve parameters, the tool shows the 

concrete risk potentials of gambling products. 

The third tool, described by Zenita 

Strandanger (Head of CSR at Svenska Spel), 

was Playscan which also provides a formal 

measuring tool to assess the effect of lottery 

games on potentially vulnerable players. In 

addition to the “tools”, Zenita also described 

the Svenska Spel philosophy of keeping their 

players in the “green zone” where their participation 

in gaming was moderate and left 

them in no danger. 

The message about all such “assessment tools” 

is that their effectiveness is heavily dependent 

on the subjective values assigned to the variable 

parameters contained within the models. 

Workshops 

Areti Markou, Business Development Manager 

at Intralot gave a short presentation 

which demonstrated the importance attached 

by Intralot to providing support tools 

and facilities in their lottery systems to support 

the RG aspirations of lotteries. 

The final session comprised two presentations, 

one from Joan Espuelas, Project 

Manager with the Gaming Regulator in Catalunya, 

who described the voluntary Code of 

Good Practice which was in place for gaming 

in Catalunya (which included education 

for students in the classroom). They used 

the Code from Queensland in Australia as a 

model and found that the best way to have 

such codes generally accepted by the gaming 

sector is to engage in deep negotiation 

with all of the representatives. The second 

speaker was Javier Miro, Secretary General 

of Andemar (gambling trade association) in 

Catalunya. His message was simple. Gaming 

is a healthy activity, and operators should 

not apologise for offering gaming facilities 

to players. It was a question of balancing 

the social consequences with the economic 

consequences. He saw it as the clear responsibility 

for each of the gaming sectors in catalunya 

to respond to and deal with the consequences 

of its own gaming business. 

The remainder of the Seminar was taken up 

with practical workshops, “Listening Posts” 

and Case Studies where the delegates had 

ample opportunity to explore all the elements 

of RG in detail and to question those 

“experts” present who were more advanced 

along the path of implementing the Standards 

and achieving Certification about their 

experiences. 

Many of the questions and answers will be 

of general interest to all EL Members, and 

will be included in the FAQ section of the Responsible 

Gaming & CSR section (password 

protected) of the EL website. 

Ray BaTES 

EL Honorary President 

Seminar moderator

30 

“Info-Sharing” 

Lisbon/Portugal, 12 – 14 october 2009 

antonio martins Barata, ana Paula Barros 

Workshops 

The Information Sharing Seminar took 

place in Lisbon, October 12-14, 2009, under 

the patronage of la Santa Casa da Misericordia 

de Lisboa. 

The 32 participants were able to measure the 

distance covered since the first seminar in 

February 2007 in Finland, in which the Key 

Performance Indicators (KPI) had been put 

on paper. This is how the EL economic study 

under the heading “ELISE: European Lotteries 

Information Sharing Extended” was born. 

Jean Jørgensen, WLA Executive Director, 

who began this project with EL in 2007 

when he was Nordic Lottery Advisor, gave 

the background, history and objectives of 

the program. 

Not only is it important that the Lotteries 

share a common language in terms of methodology, 

it is equally important to structure 

and group the data appropriately to analyse 

and measure it the same way. Moreover, the 

objective of ELISE is to position European 

Lotteries as the most liable authority for the 

supply of statistics to support key messages 

about Lotteries in Europe. 

This workshop is meant to specifically define 

the important data and provide the 

tools necessary to achieve it. 

For 2008, the study covers two different 

areas: 

- The Lotteries belonging to the European 

Union (27 states) 

- All EL Lottery Members (73) 

The first presentation is that of the Danish 

Lottery, on its Lotto game and the impact of 

the economic crisis on this game in Denmark. 

Anette Østbjerg, Head of Corporate branding 

and Consumer Insight at Danske Spil, indicates 

a decrease in sales of Lotto although 

the market level seems to be more or less the 

same. Lotto is one of the strongest brands in 

Denmark. Annually about 70% of the Danes 

play the Lotto and some 30% of the adult 

population plays every week. Lotto there

fore retains a major market share but despite 

everything, there is something wrong! Various 

studies have been undertaken to revive 

the Lotto. 

Dorthe Knudsen, Nordic director of Brand 

Science further explained the situation giving 

very precise information on the impact 

of the financial crisis on the gaming market 

in Denmark. Fear prevents consumers from 

engaging in non-material purchases. 

Subsequently, the presentations offered case 

studies of Business Intelligence, highlighting 

how to develop this activity, and the importance 

of numbers and of their interpretation: 

Sami Ahtiainen, Veikkaus OY, explained 

how his organization created a “Business 

Intelligence” department in 2004. In any 

business, he said, changes occur rapidly 

and it is therefore important to measure the 

performances. With a Business Intelligence 

service, the collected data is analyzed and 

then put at the disposal of the concerned 

groups, which can access them anytime. It 

took Veikkaus two years to achieve a fully 

operational Business Intelligence service. 

Then, Olivia Gillibrand of The National Lottery 

Camelot spoke of the gaming markets 

in the United Kingdom, where bookmakers 

have a prominent position. 

Following changes in fees and new technologies, 

the gaming market has experienced an 

impressive growth. The Decision Support 

System is essential to Camelot because it 

gives the best possible visibility on an intrinsic 

market of the Lottery activities, supporting 

its strategic and commercial decisions. 

Wolfgang Leitner, Head of Financial Control 

at the Austrian lotteries commented 

on the interest of the ELISE program for 

his lottery and the importance of exchanging 

views with other lotteries. He said it is 

essential to assess the sort of information, 

its dissemination to the different sectors 

concerned and to avoid duplication, while 

improving the communication. 

All these presentations raised many questions 

from participants, and of course a 

strong interest in better understanding the 

31 

Dorthe Knutsen 

Business Intelligence solution (Decision 

Support System). It is clear to everyone that 

each organization brings together a lot of information 

scattered in several departments, 

non-structured and measured differently 

across the sectors. Therefore, there is a real 

need for both the individual Lotteries and our 

European group, to be able to collect, model 

and measure the data in the same way to enable 

managers to have a clear vision of the 

game activities within their company, their 

country and at European level, giving them 

a chance to make more pertinent decisions. 

ELISE Working Group 

The first part of the second morning focused 

on reports of the working groups on the 

2009 questionnaire. These responses will be 

analyzed and then enable the General Secretariat 

to send a questionnaire taking into 

account the comments of the seminar participants. 

But already at that stage, the participants 

relate the importance for EL to have 

correct data that can be used to defend the 

European Lotteries cause. The expansion to 

the other lottery associations of the world of 

the ELISE terminology and data gathering 

principles were also supported. 

The presentation that followed had a more 

legal sounding to demonstrate that our needs 

are in line with competition law 

Annick Hubert, lawyer at the Brussels based 

For EL, it is important that the transmitted data clearly represent the gaming market 

within the European Lotteries and that the ELISE report is published in the first 

6 months of the year. The EL Secretariat General receives more and more requests 

from Members for data, and the cooperation of everyone is needed and encouraged 

in this initiative. We can only remind each Lottery of the ELISE importance to 

study and analyze its own market. 

Workshops 

Vlaemminck & Partners, gave the group 

a presentation on the European competition 

law issues which have to be taken into 

account when gathering data. She gave an 

overview of the legal framework under the 

EC Treaty and the application of these principles 

to information sharing agreements. 

Furthermore she gave an assessment of the 

activities of the ELISE working group in the 

light of the competition law principles. The 

conclusion was that the kind of data that are 

gathered by the ELISE group and the structure 

which is maintained, are not in breach or 

conflict with EC antitrust law principles. Finally 

she explained how the current legislative 

evolutions in several EU Member States 

may have an impact on the activities of this 

group and how to deal with these changes. 

To complete this seminar, Estelle Metayer 

of Competia gave a keynote presentation 

in which she not only indicated the tools 

necessary to develop a successful Business 

Intelligence solution but also the role that 

this service should play in society. 

“Strategic Intelligence is a coordinated 

activity of research, analysis and distribution 

of Information necessary to make 

strategic decisions.” 

was her definition of Strategic business intelligence 

and she grouped data into three 

categories 

- Decision Support 

- Useful information 

- Information Cycle 

Estelle metayer 

Estelle answered many questions that 

showed the growing interest in the subject 

matter and understanding of the topic. 

TO MAKE A SUCCESS OF THIS STAGE, 

IT IS PARAMOUNT TO RECEIVE FAC- 

TUAL AND QUALITY DATA 

Bernadette LoBjoIS 

EL Secretary General

On 3 November 2009, European Lotteries 

hosted a reception at the prestigious Musée 

des Beaux Arts in Brussels, welcoming the 

Brussels political stakeholders to the new 

political season. Addressing EL’s guests, 

Olivier Henin, the head of cabinet of Belgium’s 

Deputy Prime Minister and Minister 

of Finance Didier Reynders, spoke of 

the important contributions by lotteries to 

state budgets and to society at large and 

expressed his wish that the discussions on 

gambling and betting in the Council Working 

Group continue under the Belgian Presidency 

which commences in July 2010. 

In his keynote address, EL President Friedrich 

Stickler presented the values and principles 

European Lotteries and its members 

stand for and act on, outlining the four pillars 

of EL’s sustainable gaming model: subsidiarity, 

integrity, solidarity and precaution. 

The President highlighted EL and its members’ 

sustainable contributions to society 

and the fundamental differences between 

our model and the commercial model for 

which private gambling companies stand. 

Tjeerd Veenstra, Friedrich Stickler, 

Dirk messens, Dimitris Panageas 

32 

European Lotteries reception 

for EU stakeholders 

Brussels, 3 November 2009 

“We place social and public order concerns 

over purely economic interests. We 

seek the overall benefit for society, taking 

into account the social costs of gambling”, 

EL’s President told the audience. Friedrich 

Stickler urged the EU’s political institutions 

to be very cautious in the sensitive area of 

gambling where deregulation and the uncontrolled 

development, especially of remote 

gambling, must be avoided. 

The backdrop to the event was formed by 

the exhibit of the Belgian National Lottery’s 

archive collection at the Musée des Beaux 

Arts, an exhibition which was set up in honour 

of the Lottery’s 75 th birthday. 

As part of a successful outreach to the European 

media on the European Court of 

Justice’s ruling on internet gambling, the 

EU Representation organised a media briefing 

in Brussels for the correspondents of 

European newspapers and news agencies a 

few hours after the ruling on 8 September. 

The briefing was highly successful and attended 

by about 25 journalists from some 

of the most influential international and 

Workshops 

Winfried Wortmann, Birgitta Kervinen, EnGSo 

European Lotteries media briefing 

on Bwin/Santa Casa court case 

national media. President Friedrich Stickler 

briefed the press together with Executive 

Committee Members Dimitris Panageas 

(OPAP) and Tjeerd Veenstra (De Lotto) as 

well as Dirk Messens, head of the legal service 

of the Belgian National Lottery. Our legal 

advisors Philippe Vlaemminck and Annick 

Hubert were also present and provided additional 

legal background to the members of 

the press corps.

Frohe Weihnachten - Ein gutes Neues Jahr 

Feliz Navidad - Próspero Año Nuevo 

Joyeux Noël - Bonne et heureuse Année 

33 

Merry Christmas - Happy NewYear

Points of sales - European Lotteries

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