58 PUBLIC GAMING INTERNATIONAL • MARCH/APRIL 2024 the Offer. The Offer price of SEK 130 in cash per SDR represents a premium of approximately 24.4 percent compared to the closing share price of SEK 104.50 of Kindred’s Shares on Nasdaq Stockholm on 19 January 2024. The completion of the tender offer remains subject to regulatory authorisations and to FDJ's acquisition of at least 90% of Kindred's capital. Stéphane Pallez, Chairwoman and CEO of FDJ Group, said: “I am pleased to announce today the proposed acquisition of Kindred. Fully aligned with our strategy, it will give the Group a diversified and balanced profile, based on several pillars: the monopoly activities, mainly the lottery, on our French historical market and, since November, in Ireland, with the acquisition of the Irish lottery operator PLI; and online sports betting and gaming activities open to competition in Europe. In this market, Kindred is one of the leading operators, combining strong brands, best-in-class technology platforms, an attractive growth profile and a committed approach to responsible gaming. Given their respective histories, strategic strengths and core values, FDJ and Kindred are highly complementary, and I will be delighted to welcome Kindred's management team and many talented individuals into the combined Group following this transaction. The combination will result in a stronger strategic positioning and significant value creation for the benefit of our shareholders and broader stakeholders.” Danish Land-Based Betting Decline Coincides with New Regulatory Measure $7B wagered in first year of Ohio sports gambling, almost tripling estimates Ohio’s casinos, racinos break revenue record for 10th time in 11 years Thai Government plans digital shift for lottery sales Barcelona confirmed as the host city for ICE Totally Gaming Show, the largest in the world, for end of January of 2025 EL Members contributed 22 billion euros back to Society in 2022 Announcing EL Industry Days 2024 Salzburg June 16-19 The European Lottery Association (EL), along with EL partners Scientific Games, IGT and NeoGames and hosts Austrian Lotteries, invite you to join them for the 10th edition of the EL Industry Days in Salzburg (Austria). For more information on this and other EL events, visit EL website at european-lotteries.org The fundamentals of Digital Marketing: Key learnings from 2024 EL/WLA Marketing Seminar From a ‘future ready mindset’ to the use of AI for a new marketing campaign and from virtual influencers and communities to meaningful best practices in digitalising the lotteries player services. The 2024 EL/WLA Marketing seminar brought this altogether. Digital marketing, also known as online marketing or internet marketing, has revolutionised the way businesses connect with their audience and promote their products and services. This is no different for national lotteries. ENGAGING CUSTOMERS WITH POWERFUL CONTENT Allister Frost, Microsoft’s first ever Head of Digital Marketing Strategy and the creator of ‘5 steps to success in a world of change’, showed in his opening keynote how to follow and react positively to change. He emphasised to have a ‘future ready mindset’ to cope with the fast changing digital opportunities. Jennifer Quigley-Jones, CEO and Founder of Influencer Marketing agency Digital Voices, showcased in her keynote the importance of harnessing the power of creators to engage communities and make content that customers want to watch, not ads they THE USE OF GENERATIVE AI The growing importance of the use of generative AI in the lottery sector, especially where it concerns the various marketing activities is one of the most important learnings from this year’s marketing seminar. As presented by the Belgian National Lottery with their recent EuroDreams campaign, generative AI can help with the creation of marketing campaigns. Several other examples showed that AI is key in bringing data together to understand the needs and desires of players even better then before. It helps to create an individual approach, as well as protecting players and helping them to enjoy the games in full. THE FUTURE OF DIGITAL MARKETING Inspiring digital projects were described by the Hungarian National Lottery, The Finnish National Lottery and the Romanian National Lottery. All new technologies should also be used to set the player at the centre of all activities, rethink and focus on the real need of traditional marketing, where shooting an expensive TV commercial abroad was questioned against all digital opportunities that marketers have today. From the various contributions of the partners of EL and WLA, it became clear that they are all focused on helping their clients with the best digital solutions, online as well as “omnichannel”. Neogames, IGT, Scientific Games, Intralot and Pollard Banknote Limited gave inspiring insights into their approach towards the digital opportunities. An out-of-the-box presentation was given by the Polish National Lottery, explaining the use of digital opportunities in onboarding programmes for new and existing employees. A digital world helps employees to learn and understand on the various projects and aspects of the whole organisation. A CEO panel with US based lotteries, moderated by WLA president Rebecca Paul, gave insights in the US market and its fast developing digital world as well as brick and mortal environments. Well know brands and events are more and more incorporated in the multijurisdictional games, attracting a large and growing player base. Looking ahead! This year's edition of the EL/WLA Marketing seminar was hosted just ahead of ICE London, the leading global gaming and gambling event to service the whole industry. Looking ahead, the 2025 edition of the Seminar will follow in the footsteps of ICE, taking place in the vibrant city of Barcelona. Note the dates in your digital diary already (22-24 January 2025). We look forward to seeing you there! Visit the EL website: european-lotteries.org View this article at https://www.european-lotteries.org/news/ fundamentals-digital-marketing-keylearnings-2024-marketing-seminar P U L S E
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