EUROPEAN STATE LOTTERIES AND TOTO ASSOCIATION
EUROPEAN STATE LOTTERIES AND TOTO ASSOCIATION EUROPEAN STATE LOTTERIES AND TOTO ASSOCIATION
30 Report of 2008 Industry Days Limassol Cyprus 18 to 20 June 2008 Among over 200 delegates attending the 2008 Industry Days in Limassol, Cyprus in June 2008, were senior staff members from the three Premium Partners, GTECH, INTRALOT and SCIENTIFIC GAMES, and the Semi-Premium Partner, WINCOR NIXDORF; the host Director, Stavros Michael, and members of his staff at the Cyprus Government Lottery, as well as Lottery Directors and staff from almost 50 EL Member State Lottery and Betting Companies. Keynote papers addressed the challenges of advertising in our world of fragmented media, and explored the mind of 18 to 25 year-olds and future consumer trends in Europe The key messages from Mr Antonis Gortzis were that in 2007, for the first time ever, the total global spend on advertising on the internet exceeded the total spend on advertising on the radio, and while “traditional advertising” was not yet dead, it was arguably not in the best of health. The Trend Analyst, Mr. Sean Pillot de Chenesey, challenged the audience with provocative concepts such as • Contemporary life is all about FUD … Fear, Uncertainty and Doubt • Young adults are intelligent and responsible • My Space and Face Book may soon be in decline, but people would continue to be interested in being digitally connected • We have TMI (too much information) and TMC (too much choice) P AN RAMA Workshops • “Renaissance Marketers” are needed to help us find “Brand Souls” Over the space of four mini-seminars, the four Partners delivered a vision of the future and what was required for those suppliers and consumers who wished to survive in it. In the SCIENTIFIC GAMES session we heard that one size does not fit all, if your aim is to provide the best service to customers. When developing your new media distribution channels you should not neglect to serve the needs of existing channel users. The needs of the “low and moderately involved customers” must also be looked after. The Nordic experience with the in-lane lottery ticket distribution points in supermarkets was described, including how the new facilities were achieving high levels of “natural” take-up by players. The Hessen experience with relaunching scratch cards and almost tripling sales over two years was shared.
Workshops In the INTRALOT session, we were exposed to a world where user-generated content would expand to feed the needs emerging from the growth in social networking. Paradoxically, we seemed to be moving from niche marketing to mass markets but, at the same time, the new consumers were expressing a preference for one-to-one marketing over mass marketing. New facilities and channels such as Bilyoner.com (a legal private portal offering access to authorised gaming in Turkey, including horse racing and the Turkish National Lottery) and SBox (a subscription tv channel for sports betting, incorporating sports news and statistics) were demonstrated as examples of where the future may already be with us. GTECH explored a new taxonomy of distribution channels – Lottery Retail (traditional retail channels), Lottery Direct (web, mobile and tv), and Lottery Entertainment (VLT and Casinos). They also presented the top-line results from a market research study carried out across ten jurisdictions where a very interesting trend emerged for the 18 to 25 year-olds. When asked for preferences between different types of games this group, surprisingly, showed a marked preference for playing scratch card games (some licensed properties) and a preference for peer-to-peer card games. We also learned that, in Europe, technology will not be a qualifying requirement for playing, but the key will be to offer social gaming to new communities of players in a socially responsible environment. WINCOR NIXDORF session began by exploring how “The Wisdom of Crowds” worked when compared with the decisions of experts. Prediction Markets were explained and the example was given of a project to predict the Future of the New German Gaming Regulation “Staatsvertrag”. Prediction markets are now outperforming polls and experts in predicting unknown events. Experimental Prediction Markets are now being run by universities, companies offering software solutions, internet gaming companies and financial service companies. 31 P AN RAMA The “Days” ended with two back-to-back moderated sessions where five Lottery Directors raised issues and developed questions for, and joined in an open discussion with, senior representatives from the four Partners. Issues discussed ranged from the ownership of Lottery operating companies; responsible gaming; agent retailer monitoring; evolution of distribution channels, and what future is there for a world game. There may not have been complete agreement reached on “where does the future lead us” (the theme of the Industry Days) but like so many social interactions nowadays, it was more about the journey than the destination. The EL President closed the proceedings with a heartfelt thanks to the Cyprus Government Lottery, and appreciation of the work of the Secretary General and her ever-helpful staff. Ray Bates, EL Honorary President Moderator
- Page 1 and 2: E U R O P E A N S T A T E L O T T E
- Page 3 and 4: Ladies and Gentlemen, Dear friends,
- Page 5 and 6: Editorial The evolution of scratch
- Page 7 and 8: Instant Lotteries Italy We started
- Page 9 and 10: Instant Lotteries Finland Veikkaus
- Page 11 and 12: Instant Lotteries price category. C
- Page 13 and 14: Instant Lotteries Overall, 7Extra c
- Page 15 and 16: Instant Lotteries Slovenia Our olde
- Page 17 and 18: Prof. Viren Prof. Matti Viren Unive
- Page 19 and 20: 17 P AN RAMA
- Page 21 and 22: ELISE to some 57 European Lotteries
- Page 23 and 24: Members’ News Sweden 2008 has bee
- Page 25 and 26: Premium It only takes a second to g
- Page 27 and 28: Semi-Premium Grupo Selco adds 1,000
- Page 29 and 30: Workshops After a great evening org
- Page 31: Workshops Kristiansen, Norsk Tippin
- Page 35 and 36: Workshops 500 collaborators/manager
Workshops<br />
In the INTRALOT session, we were exposed<br />
to a world where user-generated<br />
content would expand to feed the needs<br />
emerging from the growth in social networking.<br />
Paradoxically, we seemed to be<br />
moving from niche marketing to mass<br />
markets but, at the same time, the new<br />
consumers were expressing a preference<br />
for one-to-one marketing over mass marketing.<br />
New facilities and channels such as Bilyoner.com<br />
(a legal private portal offering<br />
access to authorised gaming in Turkey, including<br />
horse racing and the Turkish National<br />
Lottery) and SBox (a subscription<br />
tv channel for sports betting, incorporating<br />
sports news and statistics) were demonstrated<br />
as examples of where the future may<br />
already be with us.<br />
GTECH explored a new taxonomy of distribution channels – Lottery Retail (traditional<br />
retail channels), Lottery Direct (web, mobile and tv), and Lottery Entertainment (VLT<br />
and Casinos). They also presented the top-line results from a market research study<br />
carried out across ten jurisdictions where a very interesting trend emerged for the<br />
18 to 25 year-olds. When asked for preferences between different types of games this<br />
group, surprisingly, showed a marked preference for playing scratch card games (some<br />
licensed properties) and a preference for peer-to-peer card games. We also learned<br />
that, in Europe, technology will not be a qualifying requirement for playing, but the key<br />
will be to offer social gaming to new communities of players in a socially responsible<br />
environment.<br />
WINCOR NIXDORF session began by<br />
exploring how “The Wisdom of Crowds”<br />
worked when compared with the decisions of<br />
experts. Prediction Markets were explained<br />
and the example was given of a project to<br />
predict the Future of the New German Gaming<br />
Regulation “Staatsvertrag”.<br />
Prediction markets are now outperforming<br />
polls and experts in predicting unknown<br />
events. Experimental Prediction Markets<br />
are now being run by universities, companies<br />
offering software solutions, internet<br />
gaming companies and financial service<br />
companies.<br />
31<br />
P AN RAMA<br />
The “Days” ended with two back-to-back<br />
moderated sessions where five Lottery Directors<br />
raised issues and developed questions<br />
for, and joined in an open discussion<br />
with, senior representatives from the four<br />
Partners. Issues discussed ranged from<br />
the ownership of Lottery operating companies;<br />
responsible gaming; agent retailer<br />
monitoring; evolution of distribution channels,<br />
and what future is there for a world<br />
game. There may not have been complete<br />
agreement reached on “where does the<br />
future lead us” (the theme of the Industry<br />
Days) but like so many social interactions<br />
nowadays, it was more about the journey<br />
than the destination.<br />
The EL President closed the proceedings<br />
with a heartfelt thanks to the Cyprus<br />
Government Lottery, and appreciation of<br />
the work of the Secretary General and her<br />
ever-helpful staff.<br />
Ray Bates,<br />
EL Honorary President<br />
Moderator
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