14 PUBLIC GAMING INTERNATIONAL • MARCH/APRIL 2023 EL/WLA MARKETING SEMINAR RETURNS TO LONDON AFTER THREE YEARS The following article captures the spirit of this fabulous event held every year in London during the first week of February. The Keynote speeches and panel discussions were as forward-looking as ever. PGRI has had the pleasure of participating in every EL/WLA Marketing Seminar held over the last 20 years and wouldn't miss it for anything. And this is only one of a host of highlevel educational seminars and conferences produced by EL and WLA. Last October we had the WLS in Vancouver and now we invite you to mark your calendars for the EL Congress & Trade Show in Šibenik, Croatia from 4-7 June 2023. Everyone will be there for the first EL Congress since 2019. Visit european-lotteries.org and world-lotteries.org to stay updated with all the latest Association news, to check out the upcoming calendar of events, and to access other informational resources. LOTTERY PROFESSIONALS DISCUSS OPPORTUNITIES IN TIMES OF CRISIS After three years apart, 200 lottery marketing professionals from around the world came together for the EL/ WLA Marketing seminar in London from 8 - 10 February 2023. This was a chance to reconnect, exchange, share experiences, lessons learnt and look to the future. There is no doubt that the world has faced, and continues to face, challenging times. This event was a moment to take stock of the latest marketing trends and the opportunities that can be found during turbulent times – from the pandemic and war to inflation and climate change. As the event was taking place, horrific scenes continued to unfold in the aftermath of the earthquakes in Turkey and Syria. Our thoughts are with the people of these countries at this difficult time. UNLOCKING MARKETING TRENDS Over one and a half days, participants heard from experts inside and outside the lottery world on new marketing trends, changing consumer behaviour and how to seek and use opportunities in times of crisis. Keynote speaker Rory Sutherland, Vice Chairman of Ogilvy, brought his thinking in psychology & behavioural science to lottery marketers, emphasizing the unseen opportunities in consumer behaviour. Rory highlighted that too often than not we use quality of reasoning to judge the quality of a decision. Several case studies looked at how to change customer behaviour without changing anything physically - fundamentally it is all about perception which is contextually driven. For example, you can’t make a train journey shorter, but you can make the quality of a journey better and more comfortable. Rory's key takeaway is to exploit what you already know and explore what you don’t - to look at the proportion of resources that you exploit and how much you need to explore what you don’t know. After a pandemic or crisis, it is natural that the explore-exploit ratio shifts and you explore more than you exploit. Continued on page 34
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