First Ibero-American lottery marketing seminar gets underway
The first WLA and CIBELAE Ibero-American Lottery Marketing Seminar has begun in Buenos Aires, Argentina, with over 100 participants, including marketing and communications executives, brand managers, lottery leaders and gaming sector representatives from the Latin American region.
Organized in collaboration with ONCE, Spain, the event was opened with addresses from CIBELAE President, Javier Milián, Vice President I, Esmeralda Britton, and Vice President II, Alfonso Galiano.
The three-day event theme, From Challenges to Opportunities, will cover topics including:
- Trends and challenges
- Adapting communications to customers
- Key role of digital channels
- Brand value
- Benefits of market research
- Case studies
- Market transformation and innovative technologies
- Role of advertising in marketing
Generational marketing panel
In a customer-centric industry such as the lotteries and sports betting, it is paramount to know the customers and deliver the products and services they want.
As moderator of the panel on The Challenges of Generational Marketing: Looking to the Future, WLA Executive Director, Luca Esposito commented:
“It is important to keep an eye on the next generation of customers who will become the industry’s main players in the next five to ten years, and already begin planning for their preferences now.”
Panelists Patricio González Aguilera - Commercial Manager of Polla Chilena de Beneficencia; Mónica Sequeira Montoya, Marketing/Communication, Junta de Protección Social de Costa Rica; Henrique Moreira - Director-President of Paybrokers IP and Aida Bachner - Business and Customer Development Director EMEA & LATAM at Aristocrat shed light on the trends and challenges faced when marketing for different generations, including Gen Z as well as the strategies and channels for reaching these customers.
Trends in Latin America
Some interesting points have come out of the first day of the Marketing Seminar:
- Lottery customers come from five different generations, which require different communication tones and channels.
- Like most other global regions, the customer journey is a top priority, as is understanding customer behavior and preferences.
- Organizations that research and better know their customers can successfully enhance communication strategies.
- Artificial intelligence and other innovative technologies are being deployed in this market as a main form for interaction with customers.
The next Seminar on Safe, responsible and sustainable gambling in lotteries, with the theme Responsiblity, security and ESG: the right path to fair play, will take place from 24-26 June, 2025, in Foz do Iguaçu, Brazil.
✅ We gained some very interesting insights into trends that impact marketing strategies for lotteries in Latin American markets, during the first day of the WLA CIBELAE - Corporación Iberoamericana de Loterías y Apuestas de Estado Marketing Seminar, in Buenos Aires, Argentina.
👉 WLA Executive Director Luca Esposito Poleo moderated the panel on the theme of: The Challenges of Generational Marketing: Looking to the Future, with panelists:
🔸 Patricio Gonzalez Aguilera - Commercial Manager of Polla Chilena de Beneficencia
🔹 MONICA SEQUEIRA MONTOYA, Marketing/Communication, Junta de Protección Social de Costa Rica
🔸 Henrique Moreira - Director-President of Paybrokers IP
🔹 Aida Bachner - Business and Customer Development Director EMEA & LATAM at Aristocrat
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