38 PUBLIC GAMING INTERNATIONAL • MARCH/APRIL 2024 CONNECTING WITH GEN-Z: How lottery professionals leverage AI for brand storytelling Reaching Gen Z: A Focus on Authenticity and Transparency ‘’We don’t like ads’’. These were the first words by Keynote speaker and GenZer Sammi Huang of Dentsu who emphasised how the younger generation prefer authentic and transparent communications over traditional advertisements. Gen Z crave meaningful interaction with brands that align with their values. Several examples were highlighted, including SpotifyWrapped and McDonald’s #TheOriginalMouthful, both of which foster personal connections with users through customisation and cocreation. What did we learn? "Brands should prioritise personalisation, co-creation and authentic storytelling to resonate with this generation. Brands don't always get it right, but what's important is the commitment behind the cause and the efforts that are put in. It's all about the human to human connection and mindset to reach Gen-Z". Branding storytelling for the next generation: Lottery best practices Bringing Tradition into the Future: The Case of El Gordo María Núñez, Head of Communications at SELAE (Spain) showcased how the iconic El Gordo has managed to remain relevant across generations, particularly with the challenge of attracting Gen Z players. It is vital to ‘’speak the Gen Z language’’, using relatable and authentic content across various channels to reach your target audience. A successful Communications Workshop, organised by The European Lotteries (EL) focused on leveraging AI tools to enhance communications and brand storytelling, particularly for new generations such as GenZ. Attended by communication professionals in the ELmembership and featuring engaging keynote speeches, interactive workshops, and fruitful discussions, theWorkshop highlighted howAI and digital transformation can be used to reshape the games of chance sector.
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