EUROPEAN STATE LOTTERIES AND TOTO ASSOCIATION
EUROPEAN STATE LOTTERIES AND TOTO ASSOCIATION
EUROPEAN STATE LOTTERIES AND TOTO ASSOCIATION
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30<br />
Report of 2008 Industry Days<br />
Limassol Cyprus 18 to 20 June 2008<br />
Among over 200 delegates attending the<br />
2008 Industry Days in Limassol, Cyprus<br />
in June 2008, were senior staff members<br />
from the three Premium Partners,<br />
GTECH, INTRALOT and SCIENTIFIC<br />
GAMES, and the Semi-Premium Partner,<br />
WINCOR NIXDORF; the host Director,<br />
Stavros Michael, and members of his staff<br />
at the Cyprus Government Lottery, as well<br />
as Lottery Directors and staff from almost<br />
50 EL Member State Lottery and Betting<br />
Companies.<br />
Keynote papers addressed the challenges<br />
of advertising in our world of fragmented<br />
media, and explored the mind of 18 to 25<br />
year-olds and future consumer trends in<br />
Europe<br />
The key messages from Mr Antonis Gortzis<br />
were that in 2007, for the first time ever,<br />
the total global spend on advertising on<br />
the internet exceeded the total spend on<br />
advertising on the radio, and while “traditional<br />
advertising” was not yet dead, it was<br />
arguably not in the best of health.<br />
The Trend Analyst, Mr. Sean Pillot de<br />
Chenesey, challenged the audience with<br />
provocative concepts such as<br />
• Contemporary life is all about FUD …<br />
Fear, Uncertainty and Doubt<br />
• Young adults are intelligent and responsible<br />
• My Space and Face Book may soon be<br />
in decline, but people would continue<br />
to be interested in being digitally connected<br />
• We have TMI (too much information)<br />
and TMC (too much choice)<br />
P AN RAMA<br />
Workshops<br />
• “Renaissance Marketers” are needed to<br />
help us find “Brand Souls”<br />
Over the space of four mini-seminars, the<br />
four Partners delivered a vision of the<br />
future and what was required for those<br />
suppliers and consumers who wished to<br />
survive in it.<br />
In the SCIENTIFIC GAMES session we heard that one size does not fit all, if your aim<br />
is to provide the best service to customers. When developing your new media distribution<br />
channels you should not neglect to serve the needs of existing channel users. The<br />
needs of the “low and moderately involved customers” must also be looked after. The<br />
Nordic experience with the in-lane lottery ticket distribution points in supermarkets<br />
was described, including how the new facilities were achieving high levels of “natural”<br />
take-up by players. The Hessen experience with relaunching scratch cards and almost<br />
tripling sales over two years was shared.
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