43 PUBLIC GAMING INTERNATIONAL • MARCH/APRIL 2025 of considering the evolving legal context, corporate social responsibility, responsible gaming, and innovation when marketing products. Romana Girandon shared insights into digitalizing points of sale to enhance convenience, while Samuel Awuku, former DirectorGeneral of Ghana's National Lottery Authority, emphasized aligning lottery offerings with public expectations and ensuring societal benefits. Rebecca Paul, former WLA President also underscored one of the important parts of the regulated lottery and sports betting industry, noting: “it's organizations like WLA and EL, where we get the opportunity to share what we do on a global level and the impact on society and each jurisdiction reaches differently to their public about their good causes. Some places it goes to a general revenue fund, other times it goes to a specific cause, such as Education. But what’s important is to learn from one another and look at the global impact like the USD 90 billion that has made a difference in every part of the world.” Professor Robin Teigland from Chalmers University of Technology delivered a keynote on digitalization and societal transformation, encouraging a rethinking of value creation and the circular economy. She presented the Peniche Ocean Watch initiative, funded by Santa Casa in Portugal, as an example of lotteries' positive impact on local communities. In addition to lottery presentations on innovative marketing strategies and inspiring campaigns, EL and WLA Partners also focused on the dynamic balance of player engagement and responsible gaming as well showcasing how to implement to capture new audiences and align entertainment with sustainability goals. In summary, the Seminar served as a platform for lottery professionals to address traditional marketing challenges with innovative approaches, ensuring the sector's continued relevance and positive societal impact. n Luca Esposito and Lucy Lenaers-Mathieson
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