40 PUBLIC GAMING INTERNATIONAL • MARCH/APRIL 2024 BRICKS TO CLICKS On February 5, Day One of the EL/ WLA Seminar, IGT’s Ewa Ulicz, Marketing and Product Development Director, and Sebastian Meitz, iLottery Account Development Director, delivered an engaging presentation about IGT’s impact, titled “From Bricks to Clicks and Back in Totalizator Sportowy’s Omnichannel Mastery.” Ulicz noted that she was “excited to share how our customer Totalizator Sportowy embraced IGT’s omnichannel concept, putting players in Poland at the center of a digitalized retail experience.” Growing Opportunity The team described how Totalizator Sportowy met the challenge of developing its iLottery offerings in 2019 and 2020, when sales were primarily made up of digital drawbased games. They shared how Totalizator Sportowy enhanced its number of active players, grew digital draw-based game sales, and significantly increased revenue overall by adding eInstants into the mix in late 2020, leading to impressive, consistent growth from 2021 into 2022. In 2023, IGT and Totalizator Sportowy strategized to design an omnichannel campaign to further engage players and grow sales. IGT joined other digital, advertising, marketing, product, and brand professionals recently at the Shaw Theater at London’s Pullman Hotel to experience two days of compelling panels and presentations at the 2024 Marketing Seminar, presented by the European Lotteries (EL) and World Lottery Association (WLA). The 2024 edition of the seminar explored the fundamentals of digital marketing, its significance in today’s lottery world, and the key strategies that drive its success. It was a doubly exciting time to be in London, as the seminar coincided with the ICE conference – in fact, the final visit of the ICE event to London, prior to kicking off a new ICE residency in Barcelona in 2025.
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