34 PUBLIC GAMING INTERNATIONAL • MARCH/APRIL 2023 As lotteries face an overwhelming amount of information at an accelerated pace, Hana Barochova, International Category Manager, SAZKA (ALLWYN GROUP), Czech Republic) and Sara Pavic, Head of the Marketing Activities Department, Hrvatska Lutrija, Croatia emphasized the importance of dealing only with the most important trends and looking at how to turn them into opportunities. The four key trends focused on financial anxiety, from global to local, the need for employer branding and the fight for attention. In all these four trends, opportunities were shared. Zsófia Banhegyi, Chief Commercial Officer, Szerencsejáték Zrt, Hungary, then looked more widely at global consumer behaviour that affects the work of lottery marketers, based on EL’s latest report, which shows that EL Members contributed a 5% higher amount to society in 2021 than pre-covid levels. It also noted that lottery sales increased in all game categories in 2021; the fastest-growing area was sports betting (due to the resumption of more events, notably UEFA Euro 2020) and instant games. SEEKING OPPORTUNITIES IN TIMES OF CRISIS Two panel debates looked at the lessons learnt over the past years and how to find opportunities in times of crisis. Although lotteries have become more resilient and innovative - adapting their marketing strategies accordingly - they are still facing similar challenges. The first panel included lottery CEOs: (L to R) Cindy Polzin (Wisconsin Lottery, USA), Bryndís Hrafnkelsdottir (Happdrætti Háskolá Íslands, Iceland), Riina Roosipuu (Eesti Loto, Estonia) and Anja Bohms (Land Brandenburg Lotto GmbH, Germany) who found many similarities (despite differences in lottery size, politics and geographics) in their key takeaways for participants: be efficient, fast, agile, flexible and responsible. Keep products fresh, new and attractive. Remain relevant, proactive and foresee crisis situations and at the same time listen to the players and retailers. The online channel was developed as an alternative during the pandemic with many lotteries developing or considering apps for their customers. This is a trend that is set to continue, even in the Americas where several Lottery operators are pushing for online opportunities. Moderated by WLA President Rebecca Paul, a second panel discussion on day two brought together CEOs from the U.S.: (L to R above) David Barden (New Mexico Lottery Authority & President, Multi-State Lottery Association, MUSL); Sarah Taylor (Hoosier Lottery & President of NASPL); Mark Michalko (North Carolina Education Lottery); and Rebecca Paul (Tennessee Lottery & President of WLA) to emphasis the importance of working together, noting that the MSLA allows the different states to collaborate on bigger, national branding opportunities. Funding has been obtained from Powerball proceeds for such marketing activities, and successful examples include partnering with Dick Clark’s Rocking New Year’s Eve, and others, such as NASCAR, which are helping to attract younger audiences to the games. In addition to the panel debates, lottery professionals from various WLA and EL Members showcased case studies from digital opportunities in times of crisis to changing perspectives and from customer centricity to environmental challenges. The Austrian Lotteries followed consumer trends closely during the pandemic, building on the idea of enjoying the now (through gaming entertainment) rather than planning for an uncertain future, CEO Erwin Van Lambaart tells participants. The measures paid off with instant ticket sales at Christmas 2022 up by 26% on the previous year. During the pandemic and since, the focus has very much been on customer needs, for example, by developing new products and Keynote speaker Rory Sutherland, Vice Chairman of Ogilvy Lottery CEOs discuss opportunities in times of crisis
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