35 PUBLIC GAMING INTERNATIONAL • MARCH/APRIL 2023 loyalty programmes driven by customer preferences. All distribution channels have been grown and modernized by adding new screens and attractive scratch card dispensers to POS as well online payment systems. The year finished on a high note, by winning the best Advertising Award at the World Lottery Summit in Vancouver, Canada. From customer centricity to digital opportunities, Khalid Naili Special Advisor to the GM, La Marocaine des Jeux et des Sports (MDJS) highlighted how, likely many countries in recent years, Morocco has seen growth in illegal betting operators, who use different means to recruit new customers. In response to these illicit activities, MDJS created a new website and mobile application (launched in 2022), offering great betting options, enhanced infrastructure and a smoother registration process. To ensure its success, MDJS ran a comprehensive ad campaign which included physical ads in different cities, inserts in papers (physical and online), ads on different websites and the use of social media. At the close of 2022, sales and subscriptions all increased. Sisal Sans in Turkey has also seen growth during turbulent times by upgrading its technology to better serve customers, ensuring continuous innovation in its product pipeline, with more games reaching a broader group of players, expanding its retail network and developing its online channel with over one million active players. Oguzhan Aslan, CMO explained how an effective and strong 360° brand communication, as well as a growing workforce and strong stakeholder engagement has increased POS visibility and complimented all the above mentioned actions. has included TV, media support, promotional campaigns, and increased POS visibility. Finally, Sisal has grown its workforce and developed strong stakeholder engagement. With a large and diverse population, Edilson Carrogi, Vice President, Caixa Econômica Federal, Brazil, highlighted the strategy taken to grow and transform Loterias CAIXA, involving product launches over the past five years, for new audiences (online lotteries portal, apps for iOS and Android), increased investment in marketing with new ways to communicate (paid, owned, shared and spontaneous media), and by using player data to develop omnichannel in a customercentric way. As a result, sales growth has increased by almost 28% since 2018. In retail outlets, players in the 45 to 55+ age groups have increased significantly over the past two years, while online has grown but not as rapidly. On the topic of connecting Sports with customers in a rational way with social media, Yang Yang, Head of Public Relations Department, China Sports Lottery, talked about how sports development has been part of China’s national agenda, with a surge of awareness following the global pandemic. As social advertising continues to rise, the China Sports Lottery has adopted innovative marketing practices, using video content on different social media platforms, leveraging large social events such as the World Cup, to promote its association with public fitness and welfare, and encourage participation in sports. All these initiatives have successfully reached very large audiences. Tay Boon Khai, Chief Risk & Compliance, Singapore Pools (Private) Ltd., described how the pandemic years and restrictions led to a different approach by Singapore Pools to make additional funds available to help specific groups affected by COVID-19. With all outlets closed and online services stopped, it focused on staff and customers, supporting the broader community and advancing its business transformation. Outlets, run by volunteers, were converted into collection points for COVID-19 supplies and training programs were offered to seniors to improve their online skills. Overall, the results have been very positive, with increased sales in 2022 and strengthened relations with customers, partners and the broader community, thanks to working for the greater good, at a trying time for all. Nils Petersen, Permanent Representative to the EU, Westlotto, Germany closed the first day looking at how marketing meets politics. He focused primarily on crisis as the new norm in everyday life. From the pandemic to Brexit to environmental challenges, Nils highlighted polycrisis, the simultaneous and overlapping crises facing the world currently, the impact that this has on societies and in how far lotteries can help overcome these crises. LUCK: WHERE HARD WORK MEETS OPPORTUNITY On day two of the seminar, participants had the pleasure to hear from inspiring Keynote speaker Liz Jackson MBE about her extraordinary personal and professional journey. After running her own awardwinning company for 17 years, a business launched in the year that she lost her eyesight, Liz is perfectly placed to share her experience of the pressures and challenges that business owners face. Now the Marketing Director for leading business sales advisor BCMS, Liz believes the secret to adapt and thrive is to ‘’grow’’ (Goal. Reality. Options. Will do) and that life is better lived outside your comfort zone. Her key takeaway is to look at your goal as a vision. Luck is where hard work meets opportunity, which helps us reach our goals. This in turn takes mental resilience. THE EXPECTATIONS OF TODAY’S INFLUENTIAL GENERATIONS Seventeen year-old founder and CEO of Thred Media, entrepreneur and change CEO Panel Debate “Views from the U.S.”
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