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// PUBLIC GAMING INTERNATIONAL // November/December 2016
More than a year ago we wrote an article for this
magazine titled
A Sound and Sustainable Gambling
Policy for the Benefit of the “European” Society.
Today
we want to enlarge the discussion beyond Europe:
How can Lotteries remain relevant in today’s society?
Gaming technology is continuously changing with
consumer trends. More and more, Lotteries are fac-
ing a fierce competition from new games-of-chance.
But Lotteries are more than just operators of games.
Lotteries are embedded in society, are potential drivers
of innovation, and can help to enhance people’s trust
in embracing new societal challenges. More than any
other operator and/or business, Lotteries contribute
to a better world. This unique position of Lotteries is
a strength to explore further and to communicate to
stakeholders and society at large. It is also the basis for
our legal strategy as developed at Smart Tech in New
York and at the EL industry Days in Lisbon.
Lotteries and their stakeholders need to reflect on all of
their shared values and goals, and work together to estab-
lish a “pact for the future.” Vendors, suppliers and Lotter-
ies need to clarify all the ways they can mutually help each
other. Lotteries serve a role that extends far beyond its
charter to channel funds to Good Causes. Just as impor-
tant, government-gaming operators are driving change
and innovation with a focus on building a better world.
Lotteries have always proven to be crucial partners
when important changes take place that affect society.
The introduction of the single currency in parts of Eu-
rope is an example. A decade later the European Min-
isters meeting in the Council emphasized the specific
and important role of Lotteries for society.
The recent congress of the African Lottery Associa-
tion in September 2016 in Casablanca also revealed
how important Lotteries are in the development of
Africa. Innovative ideas to address the position of
women, the use of e-money, the accessibility of educa-
tion through e-platforms , the improvement of health
infrastructure—these all prove the significant contri-
bution that Lotteries make to society.
Throughout the world, Lotteries contribute to soci-
ety in many different direct and indirect ways. Sport
is probably the best known and the easiest to under-
stand, although even in sport there are still a lot of
opportunities and needs to build on. Protecting the
integrity of sport, better governance in sport, integra-
tion of disabled and the support of street sport are just
a few of the many areas for Lotteries to continue to
work on. Culture and cultural heritage, education,
research and social projects are already on the list.
Lotteries do so much on a jurisdictional basis in these
areas. But Lotteries could probably reach out to other
stakeholders and international institutions outside of
their jurisdictions to forge collaborations that would
enhance the impact even further.
There are other societal issues and challenges for Lotter-
ies to take into consideration. A Lottery operator in Eu-
rope designed its contribution to society to align with two
words: People &Planet. Lottery could play a much bigger
role in fostering a more enlightened view towards nurtur-
ing a healthy and sustainable relationship between People
& Planet. To stay relevant to the broader spectrum of
stakeholders, Lotteries need to be future-oriented in every
aspect of their business model including in their societal
role. Creating a more inclusive society, respecting diver-
sity, and supporting research, are important challenges to
take on board when it comes to “people.” When it comes
to “planet,” the vast climate change debate is one of the
crucial questions. During the COP21 meeting in Paris a
scratch ticket dedicated to climate change was launched.
The ability to recycle scratch tickets is thereby equally im-
portant. Climate change questions and the need for clos-
ing the loop (the circular economy approach of the EU)
are important features for Lotteries to consider. According
to a study made by Mc Kinsey & Co, more than 20 bil-
lion Euros can be saved if a strong circular economy ap-
proach is implemented in Europe. Product development
and distribution methods must be reinvented in ways that
go far beyond the classic CSR approach.
The work currently done by working groups at the
Association level provide Lotteries with Social respon-
sibility guidelines to cover several of these items. This
positive embrace will help us to better defend Lotteries
and their societal role.
Lotteries, and their vendors/suppliers, can contribute
to such innovative solutions and educational programmes
to enhance green procurement, a more paperless society,
and educational programmes to enhance the use of mod-
ern technology by elderly and more vulnerable people.
By doing so they can contribute to the climate change
programmes and enhance societal acceptance of these
needs. Lotteries can be part of the pioneers of change.
A future-oriented business approach that focuses
on the broader benefits to society will serve Lottery
well with the broadest set of stakeholders. This is so
important when it comes to preserving the public con-
fidence and support for Lottery (along with improv-
ing the strategic legal position) as the respected and
trusted brand for the 21st century.
■
Contributing to the
Future of the World
by
PHILIPPE
VLAEMMINCK
,
managing
partner
and
BEATA GUZIK,
director
public
affairs
—PHARUMLEGAL
BRUSSELS
pharumlegal
.
eu