Magazine of the european Lotteries, 2014, septeMber

Transcription

News 46
M ag a z i n e o f t h e E u r o p e a n Lot t e r i e s , 2 0 1 4 , S e p t e m b e r
agenda 2014
OCTOBER
• Responsible Gaming Seminar
Dates: 30 September – 2 October
Location: Florence, Italy
Host: Sisal SpA
• Joint EL/WLA Security Seminar
Dates: 7 – 9 October
Location: Gdańsk, Poland
Host: Totalizator Sportowy Sp. z.o.o.
• Sport Immersion
Dates: 13 – 16 October
Location: Rome, Italy
It is now three years since the last ELISE Workshop was held in Madrid in 2011, and it is no exaggeration to say that there
hassubstantial
been three
since
the products
last ELISE
(European
Lotteries
haveItbeen
changesyears
in the mix
of lottery
and distribution
channels
for which Information
data is collected and
analysed, as well as substantial changes in the environment in which these data are being disseminated.
Sharing Extended) Seminar was held in Madrid in 2011, and it is no exaggera-
•ELISE Workshop – Info Sharing
Dates: 28 (from 14:00) - 29 October
(until 16:00)
Location: Warsaw, Poland
Host: Totalizator Sportowy Sp. z.o.o.
NOVEMBER
• Joint EL/WLA Legal Seminar
Dates: 6 – 7 November
Location: Rome, Italy
For the 2014 ELISE Workshop in Warsaw, we are bringing together interesting keynote speakers such as Martin
tion to Director,
say that
there
have
substantial
the mixonofthelottery
prodOelbermann,
MECN
GmbH,
Unitedbeen
Kingdom,
who will givechanges
an “outsider”in
perspective
topic; Manuel
Lhoir,
Account
Harris Interactive, channels
France, who will
comparative
data, andand
Philippe
Vlaemminck,
uctsDirector,
and distribution
forpresent
whichFDJdata
is collected
analysed,
andELinLegal
Advisor, who will bring participants up-to-date with the latest EU position and thinking on the use of European data.
the environment in which these data are now being analysed and disseminated.
We will have papers on best practice in information collection, and exchange from Scandinavian and UK lotteries, as well as a
presentation of data on online bookmakers.
We will explore in workshops and discussion groups the best use and presentation of public Lottery data in your Annual
At the 2014 ELISE Seminar, in addition to exciting and interesting keynote preReport and official Lottery communications to the media.
sentations,
will
presentations
onlatest
best
practice;
open
discussions
A critical
open forum there
will be held
on be
the form
and format of the
ELISE
Questionnaire
… What
new public dataon
should
be collected?
Is the current
format optimal?
… Areof
theELISE
data being
collected fit for purpose?
data in… Annual
Reports;
review
Questionnaire
and a root-and-branch
We need all interested lottery professionals in the area to be present in Warsaw in October to participate in what will be a
review“root
of the
ELISEreview
project.
fundamental
and branch”
of the ELISE project and to contribute to charting the way forward for this important
project.
WHOAll
SHOULD
ATTEND? professionals
lottery
involved in the collection, analysis and dissemination
Lottery Management, benchmark analysts, business intelligence professionals and other data analysts. Persons involved in
of lottery data are urged to attend.
the delivery of data, or in sending questionnaires and reports to EL, EU, EC, EFTA. This seminar is for EL Lottery Members only.
WHEN?
The seminar will start on Tuesday, October 28, 2014 at 13:00 with a lunch and end on Wednesday, October 29 at 15:00.
WHERE?
2015 is just around the corner…
Marketing Seminar in London from February 4 to 6
The venue for this meeting and accommodation will be at:
POLONIA PALACE HOTEL
Al. Jerozolimskie 45 / PL - 00-692 Warsaw
Tel: + 48 22 31 82 800 - www.poloniapalace.com
Transfers will not be organized.
LANGUAGE
Registration for all our seminars can be
made online at
http://www.european-lotteries.org
The seminar and sessions will be conducted in English only.
All events are available on our website (under events). Announcements are made a few months in advance.
COSTS
1 night
CHF 1’300.-
EL Lottery Member
NEW ASSOCIATE MEMBERs:
FASTRAK RETAIL UK Ltd.
Macclesfield / Cheshire / United Kingdom
KAMBI SPORTS SOLUTIONS
Ta’Xbiex / Malta
2 nights
CHF 1’475.-
The fee includes 1 or 2 nights’ accommodation depending on your travel schedule, all meals, meeting rooms, technical
assistance, working material.
REGISTRATION
THE QUALITY
GROUP
NOVOMATIC
AGattendance to the General Secretariat
Please
confirm your
no later than
September 10, 2014 by registering online through
Lotterywill
Technology
GmbH
Gumpoldskirchen
/ Austria
our
website www.european-lotteries.org.
The programme
be availableSystems
on the website.
Hamburg
Germany together with the corresponding invoice.
A written confirmation will be sent to you upon receipt
of your/ registration,
SPORTING SOLUTIONS
London
United
Please
note/ that
any Kingdom
cancellation after the registration deadline September 10, 2014 will be charged, if not replaced.
For more information and queries, please contact:
THE EUROPEAN LOTTERIES
PRESIDENT
Dipl. Ing. Friedrich STICKLER
Deputy CEO
AUSTRIAN LOTTERIES, Austria
1ST VICE-PRESIDENT
Mr. Christophe BLANCHARD-DIGNAC
Chairman and CEO
LA FRANÇAISE DES JEUX, France
2ND VICE-PRESIDENT
Dipl.-Kfm. Hansjörg HÖLTKEMEIER
Member of the Managing Board
DEUTSCHE KLASSENLOTTERIE
BERLIN, Germany
Bernadette Lobjois, Secretary General,
MEMBERS OF THE
BOARD
Mr.Association
WojciechinSZPIL
GENERAL SECRETARIAT
European
State Lotteries and Toto
Lausanne
Phone: ++
41 21 311 30 25
++ 41 21 312
30 11 Email: info@european-lotteries.org
Mr. Torbjørn ALMLID,
Ph.D.
ChiefFax:
Executive
Officer
Ms. Bernadette LOBJOIS
President and CEO
TOTALIZATOR SPORTOWY Sp. z.o.o., Secretary General
NORSK TIPPING AS, Norway
Poland
Av. de Béthusy 36
CH – 1005 LAUSANNE
Mr. Franci KRIŽAN
Ms. Dianne THOMPSON, CBE
Tel. +41 21 311 30 25
Member of the Management Board
Chief Executive
Fax +41 21 312 30 11
LOTERIJA SLOVENIJE D.D., Slovenia
CAMELOT UK LOTTERIES LTD.,
http://www.european-lotteries.org
United Kingdom
Email : info@european-lotteries.org
Mr. Fernando PAES AFONSO
Vice-President
Mr Arjan VAN’T VEER
SANTA CASA DA MISERICÓRDIA
Member of the Board
DE LISBOA, Portugal
NEDERLANDSE STAATSLOTERIJ,
The Netherlands
Mr Emilio PETRONE
Chief Executive Officer
Mr. Evgeniy VLASENKO
SISAL S.p.A., Italy
Counsel to the President
MSL, Ukraine
agenda
the european lotteries news september 2014
foreword
Dear EL members,
Dear friends,
Before the start of the summer, the EL
Industry Days in Lisbon have once more
proven to be a great opportunity for EL
Members to gather and reflect on the
challenges that lie ahead of us.
The place taken by new technologies in
everyday life and the constant presence
of new media are some of the challenges
that offer new potential possibilities for
our sector and that we discussed together in Lisbon. Our suppliers and speakers from other sectors contributed with
presentations and in discussion, providing fresh perspectives and inspiring new
food for thought.
At the policy level, online gambling has
been the subject of a Recommendation
from the European Commission. The
“Recommendation on common principles for the protection of consumers
and players of online gambling services
and for the prevention of minors from
gambling online” was published in July.
Our Association has closely followed
and monitored the preparation process
of this non-binding document, contributing notably through its “EL Ambitious
Model for the best protection of consumers”. Whilst protecting consumers
is a priority constantly promoted and
defended by EL, we need to remain particularly cautious that the primary competence of Member States in this sector
is not threatened. Member States remain
the best placed to ensure a high level of
consumer protection when it comes to
gambling.
The publication of this Recommendation marks the end of the reflection process on online gambling that was undertaken during the last five years by the
current European Commission. It now
opens a new period for us at the policy
level, notably with Member States’ reaction to this and the European Commission’s forthcoming evaluation of this
implementation in 2016-2017. This will
take place under the mandate of the new
European Commission.
The EL Executive Committee is particularly attentive to these evolutions, which
will require further occasions to exchange inside the Association. The current and future challenges for Lotteries
in Europe are also the reasons why we
are currently reflecting on the most appropriate way to adapt the structure of
our Association, with the primary concern of consolidating the organisation of
our Association. The preliminary reflections that have been shared at the last
General Assembly in Lisbon will continue, taking into consideration the remarks expressed. A further update will of
course be communicated to you in due
time, the aim being that the evolution of
the Association gathers strong support
and enthusiasm from its Members.
with the set-up of the new European
Commission, the start of the new legislature in the European Parliament
and expected new developments at EU
level with the final agreement on the
Anti-Money Laundering Directive, the
adoption of the Council of Europe Convention on Match-fixing, and the forthcoming European Commission Recommendation on sports integrity.
I would like to thank all the members of
the Executive Committee for their commitment to the Association and all EL
working-group members for their contributions. EL Members can be assured
that, for the next half of its mandate, the
EL Executive Committee is fully dedicated to reach these challenging goals
and prepare EL for the future evolutions
of our sector. We have seen in the past
that the best way to adapt to the current
evolutions of our environment remains
through a large collaboration from all EL
Members. I thus once again look forward
to our joint collaboration.
Yours sincerely,
Friedrich Stickler
EL President
A busy last quarter of 2014 awaits us all
foreword
1 the european lotteries news september 2014
Global Solutions, Custom Crafted
LOTTERY + SPIELO + INTERACTIVE + BETTING
All Together
GTECH is an advocate of socially responsible gaming. For more information visit gtech.com
Editorial
THE STREAK OF
SUCCESSFUL EL EVENTS
CONTINUES!
Industry Days successfully
organised in Lisbon
The Industry Days 2014 event that was
held in Lisbon, on 2-4 June 2014, with
the motto “2020 Gaming – Stand Out
in the Market Place” broke a record in
terms of participation: Some 270 participants flocked to the beautiful Portuguese capital and attentively followed
the numerous presentations.
Our Premium Partners (GTECH CORPORATION – INTRALOT GROUP and
SCIENTIFIC GAMES INTERNATIONAL)
developed three rich streams of presentations on gaming in the context of New
Media and covered a great realm of issues, including mobile gaming, electronic games and marketing/retail.
Innovation and Imagination also were
high on the agenda. Keynote speakers
and a panel on innovation and creativity formed part of the programme as
well as an attempt to develop the first
ever “crowd sourced” instant game. In
this edition of EL News, you can find all
details about this event’s presentations
and speakers.
An exciting and eventful Fall
As usual, the upcoming months will see
numerous EL seminars on many different interesting issues. As always, the
“academic” year started with the European Lotteries University (ELU), which
this year took place in Bordeaux, France
and was followed by the PR/Communication workshop that took place in
Amsterdam, the Netherlands on 9 September.
September will also see the Joint EL/WLA
Internet & New Media Seminar which
is taking place in Reykjavik, Iceland on
22-24 September and the well-known
Responsible Gaming Seminar which
will this year take place in Florence, Italy
from 30 September to 2 October.
October will be quite a busy month
as well, with the Security Seminar in
Gdańsk, Poland on 7-9 October and the
2nd edition of the Sport Immersion-the
Sports Betting Master Class, which will
be held in Rome, Italy on 13-16 October.
The ELISE Workshop is also planned for
28-29 October in Warsaw, Poland.
For the first time, the Legal Seminar will
be organised jointly by EL and WLA and
will take place in Rome on 6-7 November 2014. In addition, we have started
planning the 2015 events - including
our 8th Congress - (to be held in Oslo,
Norway in June 2015) whose information will be communicated shortly.
Update on Sport
After 22 national seminars (participation of 23 EU Member States) the IRIS
Project came to an end on 10 June 2014
in Brussels. A restitution seminar was
organised in the Committee of Regions
in Brussels, where the IRIS experts presented the conclusions of the project.
In the final event in Brussels, the experts
presented some facts and figures about
the 22 national seminars and also some
conclusions of the project, which include the absolute need for fight against
illegal betting with concrete measures
(IP blocking, payment blocking etc.),
the need for appointment of integrity
officers within the major national sport
federations, the need for monitoring of
sport competitions (the ELMS was re-
EDITORIAL
ferred to as a best practice, as opposed
to ESSA), the need for promotion and
ratification of the EPAS International
Convention against the manipulation of
sport events (which will normally open
for signatures in September) and the
need for cross-sector cooperation and
coordination. Such examples as the Norwegian National Action Plan, the German Ombudsman, and the Finnish “red
button” whistleblowing mechanism
were also mentioned as best practices.
The Head of the Sport Unit of the European Commission, Yves Le Lostecque,
along with his new Policy Officer in
charge of match-fixing, George Paterson, joined the approximately 50 participants who attended the event and stated
that they learnt a lot and the conclusions
of the project were very useful to them.
Last June IRIS submitted a new project
proposal, under the new programme
of the European Commission “ERASMUS+”, which seeks to build upon
the expertise gained throughout the
2013/2014 project, re-activate the developed national networks and also go one
step further by assisting national sport
organisations in developing a “riskmanagement” approach in order to be
ready to deal with integrity-related risks.
EL and its Public Order & Security Committee will be among the major partners
of the project. The results of the “ERASMUS+ call for proposals” are expected to
be released in November 2014.
EL takes this opportunity to thank
again all its Members who so enthusiastically organised an IRIS workshop
in their country, contributing in this
way to the success of the IRIS Project
Bernadette Lobjois
Secretary General
Did the event accomplish its mission and how?
We think it did. The working sessions were extremely
interesting with presentations promoting very interesting debates and enlightening us on the kind of
trends we must count on, the drivers that will help us
move forward and the effective innovation we should
all strive for.
Interview
Fernando PAES AFONSO
Vice-President
Santa Casa da Misericórdia de Lisboa
EL News: What was your main reason in inviting
the Industry Days to Lisbon?
Our main intention was to serve as a wide interests’
platform gathering consistent and sustainable ideas
on the kind of innovation we all wish to implement
in our Lotteries. We also wanted to show all our colleagues that a country like Portugal, which has been
under a 3-year period of financial external aid from
the Troika, had the means to host such an event,
showing what Santa Casa is capable of and how it
stands out in Portuguese society. Lastly we wanted
to promote fruitful experience exchanges, involving
people in the reflection of what paths must be followed in order to preserve the gaming model we stand
for and still stand out in the marketplace.
Industry Days
How do you see a benefit for your team as well as
any other Lottery teams with this type of event?
As mentioned before, the benefit of this kind of seminars to our Lottery teams is the knowledge platform
that this kind of technical meetings provides. They are
an excellent forum to discuss the latest market trends
being aligned with the most innovative technological
offers, to have a broadened perspective of the evolution of the retail environment, the means to be used
to make our gaming offer attractive and responsible.
Our Lottery teams have the chance to add experience
and knowledge to their areas by exchanging views
and perspectives with their colleagues. These events
create added value for us all strengthening the bonds,
making us more confident to face the challenges that
the new consumers impose upon us, and questioning
the importance of our current gaming model. This
type of events brings improvement and innovation
giving us the chance to renew ourselves as well.
2020 GAMING : STAND OUT IN THE MARKET PLACE
Industry Days reconvened last June, as it has done over the last years to discuss technologies and
new games. Welcoming participants in Lisbon, Portugal, the event clearly placed a focus on what
Lotteries need to do NOW to maintain their leadership position. The regulatory shift is of serious
concern in Europe. In 10 years’ time, the face of that business might be totally different from what
we are accustomed to now, and Lotteries must prepare for that transformation. Lotteries and
their partners have come to realize the urgency of setting up immediate strategies for the future
to ensure, as noted by President Friedrich STICKLER, that in 2020 and beyond, Lotteries can still
be able to take care of society.
CHANGE NOW FOR FUTURE RESULTS
The gaming sector is experiencing challenging times,
but it is not a reason to slow down. As Pedro SANTANA LOPES, President of Santa Casa da Misericórdia
de Lisboa in Portugal, says “Lotteries sell beautiful games” and
should talk more
about it and highlight their social
responsibilities
and involvement.
One way to do it
is to be on social
networks, which
have become so
important in everybody’s life. Mr. Lopes warns that
such a presence might not yield immediate results,
but they will eventually happen.
Young entrepreneur, Danny MEKIC, starts with a
striking comparison: in the 1930s, companies were
expected to survive for at least 90 years, nowadays,
the lifespan is only 18 years - thus to keep growing,
one must constantly improve, reinvent and find new
targets. Then, there is the new consumer: Used to
a technology that can change practically overnight,
he/she wants a fun but economical experience. Innovation is something that
might change their lives: this is
where Lotteries could shine by
emphasising beautiful, fun and
easy content instead of focusing
on money – a boring concept
for young people who prefer to
enjoy life rather than make a
lot of money to impress others.
Social media is the best way to
approach these potential con-
Industry Days
sumers, but a digital strategy must include Webcare
(or know the dreams of people). On social media,
you cannot buy the crowd, but you can bring interest for the crowd to answer and like: the gamification
of real experiences (i.e. the case of Budweiser’s strategy based on tweeting at Happy Hour to extend that
experience in bars), will pleasantly surprise consumers. So it is essential to place the young generation
predominantly in a business strategy. Big data is the
in-word, but few companies use it correctly: Mekic’s
recommendation to Lotteries - focus on small data,
know the dreams of each of your customers.
TODAY AND TOMORROW
The discussions about new technology also showed
the challenges. Being a billion-dollar market is one
of them, notes Jim KENNEDY, EVP, Group Chief
Executive Lottery - SCIENTIFIC GAMES CORPORATION, so work must be done in a scaled world.
For Ioannis PANTOLEON, Group Chief Operating
Officer – INTRALOT GROUP, technology will help
face the challenges and there is an urgent need to
address online offers. Connie LAVERTY O’CONNOR,
Senior Vice President & Chief Customer Officer –
GTECH CORPORATION, reminds people that the
business of selling tickets for good causes is growing
and meeting budgets is as important as responding
to customers’ wishes. Good content, respect of regulations and stronger partnerships between Lotteries
and suppliers, will allow better performance. Innovation might be slow in coming, but Lotteries must
continue to offer a whole slate of services/products
to be totally ready for what’s coming in the future.
There is space for growing traditional games but obviously the major investment now is in digital.
Taking a look at what is being done today, the panels considered that leveraging the new media and
building a strategy for greater player engagement
should provide the right balance between adding
value to the players and pleasing the regulators. For
Martyn BAXTER, Head of Instants of Camelot UK
Lotteries Ltd, digital platforms must emphasise fun
plays, a concept echoed by Rhydian FISHER, CEO of
Instant Win Gaming Ltd. The entertainment factor is
really important and existing games could regularly
propose new trends such as a near-win experience
to encourage players to come back again, presenting added value. Pam LEE, VP, Linked Games – MDI,
proves the added value of 2nd chance games that
extend the play opportunities of a losing ticket. The
main difficulty with digital lottery lies in finding as
many people as possible to play without over stimulating the market. After all, Lotteries must abide by
the state regulations and game mechanics must be
adapted to each jurisdiction with a system in place
to ensure responsible gaming behaviour.
Beyond shifting consumers’ attitude, the latest regulations in Europe are changing Lotteries’ traditional
operating practice. Organisations must now compete
in a world of open markets. The consumer is now in
Industry Days
charge and, explains Eurico NOBRE, CEO of OgilvyOne in Portugal, companies must connect with him/
her to maintain the brand’s reputation and longevity. The key to success is therefore to understand a
consumer’s journey and digital technology allows
for creative communication with today’s consumer.
Dermot GRIFFIN, CEO of National Lottery Ireland,
concurs that technological investment is needed to
address the online challenge and to adequately create a great experience for the consumers as well as
retailers. The whole consumer experience, through
involving and sharing, must be part of any new digital
Lottery strategies in order to maximise the entertainment value for players, adds Antonis DIMOS, Deputy
General Director at INTRALOT Interactive.
Changing behaviour is a necessary step and being authentic is essential; for Arjan VAN’T VEER, Member
of the Board of Nederlandse Staatsloterij, it is better
to improve the existing offer than totally reshaping it
– disruptive innovation should be reserved for other
departments. The problem for Heinz-Georg SUNDERMANN, Managing Director of LOTTO Hessen,
Germany, rests with over-regulating, which impedes
State Lotteries from trying something new. One direction showing promise for the future is multi-jurisdiction games with wider collaboration between
Lotteries across borders.
To drive growth across all channels, Lotteries representatives made a strong case for the skills and
digital technology they already have in place and the
advantages of partnerships with suppliers. SAZKA’s
objective, said Robert CHVÁTAL, CEO & Member of
the Board, is “innovate now.” The latest draw-based
game uses the player’s mobile phone number as a
lottery ticket: very appealing to young players. An-
other innovation is the Penny Market, a quick-pick
style game merchandised at cash registers. The pace
of interaction needs to follow the pace of the market. In Norway, Norsk Tipping has launched 65 new
games capable of satisfying both young and old consumers. The Lottery’s online presence is good but
explained Jan Peder STRØMSLID, EVP Communication & Strategy - Norsk Tipping, there is more to
be done with interactive games and social media.
The Lottery strongly relies on partnerships with suppliers to find quick solutions to a lot of digital issues.
The experience in Belgium is slightly different as Arnaud HERMESSE, Director of Sales of the Belgium
National Lottery comments on the negative evolution of products in many points of sale. The Lottery’s efforts have been to target the retail environment with an improved merchandising display of
lottery games at cash registers, which are in direct
competition with an array of other products. For
Belgium National Lottery, the urgent innovation is
in retail environment; implementation of VLTs is
in the works and in the future game offer for smart-
phones. In Poland, existing retailers help the core
business by increasing lottery awareness with better
floor marketing, on shopping carts and around cash
registers. “Innovation, says Wojciech SZPIL, CEO of
Totalizator Sportowy Sp. Z.o.o., is more than a new
game, it is a vision.” Evolution also is about changes
inside a company – soon to be implemented.
GAMIFICATION AND INNOVATION
Addressing the phenomenon of new media and
their possible application in the Lottery industry,
Philip TAN, Creative Director of MIT Game Lab in
the US, gives surprising statistics. In the US, 68% of
Industry Days
games are played on PC and 33% of mobile gamers
are women. Smartphones’ offer of free-to-play and
premium (pay)
games is a market of over 11
billion dollars.
Top games are
the ones that
can be downloaded for free
but require real
money spent
inside the game. The play expectations are labour
(progress in a game by playing more hours) and
skill (with consistent practice, you will progress in a
game). These games are articulated around specific
social motivations, says Tan, citing the description
of Scot Osterweil of MIT of the “4 Freedoms of Play”:
Freedom to experiment, freedom to fail, freedom
of identity and freedom of effort. Luck is not part of
the equation – it’s all about social experience, where
losing can be fun and failure is more rewarding than
winning - A concept seen in 2nd chance games, but
one that Lotteries could further develop.
Gamification, for Pedro DO CARMO COSTA, Director and Co-founder of Exago – UK, is all about engagement. Access to an enormous amount of information has given consumers the power to decide;
new entrants with no legacy costs and no regard for
rules, consolidation among
companies and
purchase globalization are
among the factors that created a saturated
market.
His
recommendations to Lotteries: innovate or become irrelevant,
add benefits for the consumer in each product, ride
emerging trends, leverage unique competencies
and address consumer unvoiced needs, but also
use gamification of day-to-day (boring) activities to
engage all personnel. Andy DUNCAN, Managing Director of Camelot Group – UK, recognises that Lotteries need first to improve what is being done at the
present time. Innovation will support growth but it
should be implemented without taking unnecessary risks. Wojciech Szpil is interested in defining
the goal of where to be in the future and then implementing it through technology innovation and
internal changes.
And then the
fun began: Ray
BATES, Moderator and EL Honorary President,
orchestrated
a
very exciting interactive session.
Using an app accessible on mobile phones, the
audience was pulled together to answer a series of
questions and make choices related to the parameters for an instant game. A few minutes later and after entering the average answers, the final ticket was
designed and the first crowd sourced instant game
came to life. The audience loved the interaction and
the final product.
legal issues at stake for European
Lottery organisations
Philippe VLAEMMINCK, EL Legal Advisor and Bart
VAN VOOREN, Professor in EU Law, talked about the
tectonic shifts in the EU policy. Lotteries are being
faced with major legal threats such as infringement
procedures or the “soft” legal recommendations by
the Commission, which de facto harmonise gambling at EU level - according to the CJEU, as long as
there is no harmonisation, Member States remain
free in their national policies – this will change with
these recommendations. What can be done? For
one, use the Conclusions of the
Council of December 2010 on
gambling, recognising that Lotteries play an important role in the
funding of good
causes, directly or
indirectly; Build
on CJEU and AG statements that unbridled competition in gambling is not desirable; working towards
the recognition by the Court of Justice of the existence of an “EU Public Order” as an equivalent to free
movement principles, so that future legislative initiatives must take into account the special position
of Lotteries working for the benefit of society.
Sharing and innovating were among the major topics of Industry Days. Changes have to be implemented
for a sustainable future in a highly competitive gaming
world, but the approach might differ on how to apply or
when to bring in these changes. Though, there was consensus about the implementation of digital technology,
mobile games and social media. Also during the seminar,
Birgitta KERVINEN, President of ENGSO, was invited to
say a few words about another important topic: the situation of sport activities. Highlighting the involvement of
ENGSO with many European sport federations and its
cooperation with the Council of Europe, she also reminded the audience of ENGSO’s commitment for better
collaboration with Lotteries, and the fight for sports integrity and against match fixing. Cooperation among
all concerned parties will bring positive changes in the sport movement, concluded Kervinen.
Industry Days
EL NEWS INTERVIEWS
Philippe VLAEMMINCK
EL Legal Advisor
EL News: At the Industry Days in Lisbon, you presented the future challenges for Lotteries in the EU
legal field. With a new President at the helm of the
EU Commission who tends to favour a limitation of
Member States’ powers, do you anticipate a repercussion on Lotteries?
The composition of the EU Commission is of course
important, but the debate is amongst the various institutions, whereby the European Parliament plays
an important role, but certainly and maybe even
more, also the Council. One should not forget that it
was the Council that unanimously adopted in December 2010 conclusions stating that the specific role
of Lotteries needs to be recognised in all future actions
at EU level. Such Council conclusions are providing a
binding interpretation for the EU Commission. While
the EU Commission is the guardian of the Treaties,
the Member States are the masters of the Treaties. The
view of the States meeting in the Council is extremely
important. Also the Court of Justice plays a big role
and has been quite supportive for Lotteries.
Per your experience, do you get the impression that
Lottery executives really have a clear sense of the legal consequences for their own organisations? Are
they doing enough to help EL in Brussels and what
actions should they take to improve the industry’s
image in Brussels?
Long before EL was in Brussels, several Lotteries were
already active in the EU debate at various levels. Some
of them continue to work together with their government in the Court of Justice, the Council and the expert groups. It is extremely important to continue this
work and to convince other Lotteries to do the same.
Participating actively (as Belgium and Portugal do
through their Lotteries) in all the cases at the Court
of Justice of the EU by making written observations is
a priority. The Court always listens carefully to what
the Member States have to say. The position of the
states is helping the Court to make the exact findings.
Educating the gaming regulator is equally important. Regulators have extensive knowledge of gaming
law, but do very often misunderstand EU law. They
do not understand the mechanism of the EU Internal
Market. You do not need to adopt formal directives to
harmonise the various markets and create a single
market. If de facto every state agrees to apply the same
rules regarding consumer protection, the result is the
same as with harmonisation. The same applies to the
infringement cases. What the EU Commission pretends is not always legally right. The issues at stake,
Industry Days
like server location, etc., are important questions. EU
law has no clear-cut answers for this. So regulators
should be more confident in that they can win these
cases. So in addition to EL, Lotteries can do a lot in
the Council and European Parliament, in the Court
of Justice and internally by helping the regulators.
With the EU focused on gaining more power to the
detriment of States and having an open gaming
market, how do you see the evolution of the European lottery world? Monopoly might become obsolete: Could you picture for us the “NEXT” Lottery
Model?
I do not belong to the people who believe that the
Lottery monopoly will be obsolete. On the contrary, I
would not be surprised if, one day, governments reinvent the benefits of the Lottery monopoly. Our new
EU legal strategy is precisely aiming at getting the societal role of Lotteries recognised at a higher level. In
various states around the world the Lottery model is
protected by the Constitution. It is the case in various
US states, in India and in Switzerland. In the EU, it
is part of the common (constitutional or legal) traditions of the states where the EU is built upon. We talk
about Unity in Diversity. The same high-level principles are defining the societal role of Lottery in the
states, but applied in different ways. Lotteries are not
normal economic activities and, contrary to other activities, competition does not bring any benefit in this
area. The Court of Justice (and its advocates general)
has been repeating this since 1992 and still says it explicitly today in its judgments. The Lottery monopoly,
as it stands today responding in a moderate way to
ever-changing technological challenges and societal
needs, is the best model for the Future!
LOTTERY HALL OF FAME
NEW MEMBERS
JEAN-LUC MONER-BANET
General Director of Société de la Loterie de la Suisse Romande
President of World Lottery Association
EL NEWS: You were justifiably inducted recently into the Lottery Hall of Fame, an honour
highlighting as much your colleagues’ appreciation as the years of services you have dedicated to this industry. In your experience, what are the most impressive gaming realisations
that should remain influential for years to come?
The latest lottery developments, such as the use of interactive channels or social media networks to sell our games, are indeed bound to keep growing over the next years. Still, I believe
that the traditional elements that make up the peculiarity and the strength of our Lottery
games will be an even more predominant vector to our success in the future. Particularly, I
think about the most important traditional games: the Lotto – both national and transnational, the scratch-off games – whether actual tickets or virtual play, and also Sports Betting.
All networks – both physical and virtual, will need to market and offer these games in their
modern format and get innovative in their selling approach.
You always show a strong interest in human development and especially – as proved by the guidelines you have established in
your organisation – the impact that a Lottery can and should have on society and communities.
How did you guide the actions of Loterie Romande to make it a responsible company?
For Loterie Romande as well as the whole industry, corporate social responsibility is not a tool, but rather an element central
to our activity. The products that we sell – games of chance and money – are not innocuous. Selling them implies a set-up of
specific measures to ensure an everlasting Lottery activity. Therefore Loterie Romande has implemented its activities, always
bearing in mind this element at the core of our actions.
Can you apply the lessons you have learnt in Switzerland to WLA international community and how do you pass on the message?
If we can consider that social responsibility at the core of Lotteries’ operations is a universal message, its implementation
through actual measures must of course take into account the social, political and economic reality in the countries where they
ought to be applied. WLA shall not give lessons, but on the contrary shall ensure its actions address the local interests of each
of its Members.
The future of Lotteries in Switzerland, Europe and around the world: your vision and based on your experience, the recommendations you have for your colleagues?
The future of our sector draws its substance from the past and our traditional games that must be presented and sold in the
context of the 21st century. Also, let’s never lose sight of the ultimate finality of our activity, which is to organise the industry of
games of chance for the benefit of the community.
BERNADETTE LOBJOIS
EL Secretary General
EL NEWS: You have been inducted recently to the Lottery Hall of Fame, in recognition for
your work and your services on behalf of EL Members. Tell us about EL role now and in
the years to come?
The aims and objectives of the Association are to advance the collective interests of
its Members and enhance the capability, common knowledge and status of individual
Members.
Our Members always operate with an explicit authorisation in the jurisdiction of the
consumer. In addition, most of our Members’ profit is channelled to the society and
good causes. And it is this model that EL has to safeguard and promote. Fighting against
unlicensed private betting companies, jeopardising public order and consumer safety,
should remain a top priority for EL.
EL has been trying hard to make clear that gambling is a very special area, in which the “freedom of movement” has no
place. Member States are free to choose for the regulation system they deem most appropriate for the best protection of the
consumers in their jurisdiction. In addition, the significant contribution of Lotteries to society should be taken into account
in all EU policies. EL will definitely continue to voice these factors and ensure that EU institutions take them into account.
Under your direction, the EL General Secretariat has implemented many actions: Which ones have had most impact for
Members?
It is true that when I took the position of EL Secretary General, the Association looked quite different from what it is now.
Back in 1990, the Association only had around 30 Members, none of them from Eastern or Central Europe. There were virtually no educational seminars but priorities also were different.
I worked hard to help in the development of the Association and I can say that today I feel quite proud of what has been
achieved. The Association now has 80 Members from 46 countries – in fact every single European country is represented
and even beyond. EL has developed numerous successful educational seminars, which attract a lot of participants every
year and we have also set up numerous working groups to facilitate the exchange of knowledge and expertise among Members.
Indeed the market situation has changed over the years. The competition from illegal private operators has grown intense.
Due to the EU developments, in 1997, I recruited with the support of our Executive Committee our Legal Advisor, Philippe
Vlaemminck, who has been supporting the Association legally ever since and in 2007 we opened our EU Representation
in Brussels to further strengthen our position at EU level. Sports integrity has also become a huge issue over the last years.
Thanks to our numerous actions within the field, EL is now considered as a worldwide pioneer in the field of sports integrity.
I can now say that after almost 25 years dedicated to EL, I am very happy to see the Association thriving and being even
more essential in the fight for our Members’ rights. Rest assured that for my remaining years of service, I will keep doing my
best for the benefit of EL Members and subsequently the benefit of society.
In the new legal and technological gaming environment, what would be for you an ideal approach for a sustainable future
of Lotteries in Europe?
I strongly believe in the traditional Lottery model: always abiding by the law of the jurisdiction, abiding by high responsible
gaming standards and supporting good causes. This is the reason why Lotteries make the difference: For a sustainable
model, they must be responsible in their operations, support good causes and combine innovation and creativity; all these
factors will help Lotteries thrive in competitive markets and keep their status as the natural partners of sport and society.
The Lisbon agenda of Lotteries in the EU:
In the past few decades the discussion
judgment was the Schindler ruling,
in the EU was limited to the question
where the Court stated that “it must
whether Member States could imple-
not be ignored that, even though this is
ment their own gambling policy. In the
not an objective justification, lotteries
absence of harmonisation, the Court
significantly contribute to the financing
of Justice of the EU accepted that for
of non-profit activities of general inter-
reasons of consumer protection and/
est, such as philanthropic works, sport
or fight against fraud and crime, the
or culture.”
Member States could maintain certain
restrictions.
The new line of argument draws on the
fact that this express recognition has
The present-day position of Lotteries
gotten somewhat lost in translation
can be negatively affected by the ju-
over the years of developing the ju-
dicial and legislative strategy, which is
risprudential legal framework. Given
being pursued by the European Com-
this reality, and given the fact that now
mission: it consists of various infringe-
two dozen judgments have created a
builds among others on the Omega
ment
expressed
well-established regulatory context for
Spielhallen case. Here the Court of Jus-
during Directive 98/34 notification
cases,
objections
games of chance, it is necessary to “go
tice of the EU has ruled that the four
procedures, the adoption of recom-
back to basics”.
freedoms are to be balanced against
mendations, the discussion on com-
fundamental rights, and that the lat-
mon technical standards, etc. This
This is achieved through the notion of
ter may justify restrictions to the fun-
approach is very likely to lead to a uni-
“EU public order”, which we presented
damental freedoms guaranteed by the
form regulatory framework for gam-
for the first time during the Industry
Treaty. In that case, the Court express-
bling services in the EU.
Days in Lisbon.
ly referred to the Schindler judgment.
Currently it is unlikely that the devel-
The Lisbon Treaty and the Charter
In the gambling jurisprudence of the
opment of an EU regulatory framework
of Fundamental Rights, strongly rec-
Court, the distinct position of Lotter-
will accommodate the distinct position
ognize the evolution started by the
ies through a monopoly or otherwise,
of Lotteries. A new legal approach is
Maastricht Treaty, namely a political
was viewed as an exception to the es-
thus required to steer the above devel-
recognition at EU-level that there are
sentially free market rationale of the
opment in a more advantageous direc-
common principles and rights which
EU. Indeed, economic freedom is the
tion for State Lotteries in the EU.
are considered as essential by the EU
general principle, and any exception for
and the Member States: a political Un-
Lotteries must be justified for reasons
It is well-known that presently, at EU
ion alongside the economic project of
of national public order requiring a dis-
level the legal framework for gam-
European integration.
tinct position. The problem with this
bling has been solely “judge-made
approach is that the position of Lotter-
law” through a long string of case-law
This notion that the EU is composed of
ies, and their support for good causes, is
spanning more than 20 years. The first
both an economic and political Union,
never expressly recognized as reflecting
legal
advocating for the EU public order concept
political preference. Indeed, their dis-
From the perspective of Unity, there
It is crucial that by the time regulatory
tinct position is at most viewed as a
is the wide consensus on the special
developments mentioned at the outset
deviation from the norm, something
position of lotteries which emanates
become reality, this special position of
negative but reluctantly accepted as a
from the constitutional (or republican,
Lotteries is explicitly developed in the
consequence of historical development.
in some countries) and social tradi-
debate before the Court of Justice; a
tions of the Member States, where a
recognition which is presently already
The notion of EU public order aims to
strong connection is forged between
found in the Conclusions of the De-
change that (legal) reality. The objec-
the proceeds with an origin in an activ-
cember 2010 of the Council.
tive is to utilize this concept to legally
ity which is ethically questionable, and
accommodate an ethical and social vi-
the support for societally and ethically
By Philippe Vlaemminck
sion of the position of Lotteries in the
desirable objectives.
EL Legal adviser 1
societies of the Member States, and to
elevate it at EU level so that it is given
From the perspective of Diversity,
a foundational position within the EU
there is the fact that, since the EU ordre
Treaties alongside the principle of eco-
public is the emanation of the national
nomic freedom – and not merely an
constitutional traditions, that within
exception to it.
this EU legal framework it is for the
1 Article written with the support of Prof. Bart Van
Vooren, senior associate at Altius.
Member States themselves to hammer
On the basis of Schindler and case law
out the details of their gambling poli-
thereafter, the argument goes that the
cies.
Court has given space for the funda-
they themselves must set the level of
mental societal consensus which ex-
consumer protection, and they them-
ists in the legal orders of the Member
selves flesh out the connection which
States as regards lotteries. It has done
is made between games of chance,
so in accordance with Article 6 of the
their proceeds and their goals, all in
EU Treaty, which states that general
line with their cultural, ethical and re-
principles of EU law can be recognized
ligious, national ordres publics.
Within this European concept
insofar as they emanate from the common constitutional traditions of the
While relatively abstract in legal terms,
Member States. On that basis, we ar-
the real-world impact of this notion is
gue that the aforementioned notion of
potentially significant: if recognized,
EU public order displays a dual charac-
the Lotteries’ distinct position would
ter which is a reflection of the so-called
no longer be perceived as an exception
Unity in Diversity of the national and
– but as an integral part to the EU in-
European legal orders.
ternal market.
Within the EU public order, unity-indiversity means the following:
legal
An Interview with Gavin
EL NEWS ASKED....
Isaacs, President and
SCIENTIFIC GAMES
ANSWERED
CEO, Scientific Games
Here in Europe and also in the United States there is
a large dependence on multi-jurisdictional jackpot
games like Euro-millions, Powerball® and Mega
Millions. How do we best protect against jackpot
fatigue and create entertainment and fun in the
games for the players?
Jackpot fatigue is a challenge facing lottery and gaming operators. This is something I have seen during my 15 years of experience at Aristocrat, Bally,
SHFL and now here at Scientific Games. Whether
it is a progressive jackpot slot machine game, a local lottery jackpot game or even a national game,
the challenge lies in understanding the consumer. I
am excited to see the exchanges taking place between our Insights team at
WMS and the Lottery Group. The research, knowledge and understanding
of player behavior, game structures
and prizes are combining to reveal
new opportunities for game content
and player engagement. We must stay
ahead of change and innovation, and
we must keep the play experience exciting for the player.
Engaging players responsibly is a primary driver for
sales performance. As a provider of games, technologies and services to lottery operators in Europe and
around the world, what performance trends are you
measuring and what do you see as the key success
factors?
No two lotteries operate in the world in quite the
same way, yet many of the key performance drivers
are the same. These drivers are great game content,
optimized game distribution in the right channels
and player engagement and promotions all coming
together to create performance success.
We serve more than 50 European lotteries, and they all have our full scope
of products and technology available
to them – from imaginative game content to licensed brands like MONOPOLY™, sports betting products, instant
product category management, retail
solutions and systems technology.
With 40 years of global lottery expertise, Scientific Games’ presence in Europe has been well established since
the early 1980s. We have customerfocused teams in our major technology and manufacturing facilities in
Vienna, Austria, and Leeds, England,
and in many other countries.
A great example of innovation to overcome jackpot fatigue is in the United
States with the new $5 national game,
MONOPOLY Millionaires’ Club, soon
to launch with a nationally televised game show and
an internet-based 2nd Chance game. This game is the
result of great change.
A primary driver of game success originates in our Insights group, the heartbeat of our customer business
support and planning. Insights recently completed
several research projects in Greece and began a larger
segmentation study across 11 countries in Europe. The
customized marketing plans created for our customers use our proven marketing approach based on 15
Determinants of Demand and our proprietary MAP™
system, which houses over 1.7 million sales data points.
As the new Chief Executive Officer for Scientific
Games, what are your short-term and long-term
plans for the company?
We will have many innovative opportunities in the
creation of game content and marketing programs
to reach consumers across multiple distribution
channels. Our focus is to deliver flexible solutions
and value for our lottery customers’ important missions. We have collaborated on multiple initiatives
with European lotteries over the years with the goal
to responsibly maximize the performance of creative lottery games through secure operations on
a platform of high standards. Long-term, we are
committed to creativity, responsibility, security and
business integrity for the European lottery and gaming industries.
Scientific Games completed its acquisition of WMS
last year and has announced plans to acquire Bally
Technologies. What benefits do you expect to be realized?
That’s easy – great talent and great products. Since
our acquisition of WMS in 2013, we have created
new games, introduced new licensed properties,
developed deeper industry insights, and integrated
technologies and innovation teams. Our planned
acquisition of Bally Technologies, a leading systems
and content company, is expected to offer European
lotteries similar benefits. The goal is to be the partner of choice and provide even more value opportunities to help our customers engage their players
and grow revenues and net profits responsibly.
............
On August 1, 2014, Scientific Games entered into
a definitive agreement to acquire Bally Technologies, Inc.
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10 NEWS 39 MAY 2012
A SURE
Sure BET:
Bet: FIFA
FIFA WORLD
World CUP
Cup TOURNAMENT
Tournament DEMONSTRATES
Demonstrates
A
the Benefits
of SPORTS
Sports BETTING
Betting in
Portfolios
THE
BENEFITS OF
IN Lotteries’
LOTTERIES’ PORTFOLIOS
The FIFA World Cup tournament played in Brazil in June
and July was a game-changer in the sports betting business,
particularly as it relates to government-regulated lotteries.
Across Europe, Asia, and Latin America, lotteries and
commercial operators scored big, with record-setting sales
that underscore the benefits of offering sports betting as an
attractive addition to a lottery’s gaming environment.
Sports betting will only grow in popularity worldwide as
technology escalates to offer more exciting products, in
numerous channels, and with expanded levels of service. It’s
an exciting time for the industry and for GTECH, as the
Company’s technology and operational services are garnering
attention in the sports betting arena.
In Belgium, Loterie Nationale – whose fixed-odds sports
betting product, SCOOORE!, is offered both online and at
retail – realized its highest sales week ever during World
Cup, as well as the best-selling single event (Belgium–
Algeria). During the tournament (June 13–July 13), 90% of
retail stakes and more than 60% of online stakes were placed
on World Cup football matches. For Loterie Nationale,
GTECH provides a business-to-business-to-consumer
(B2B2C) service that includes trading services, content
management, and sales and marketing support. GTECH
leads the daily planning and coordination of event matches
with Loterie Nationale and compiles odds for the offered
matches, taking into consideration local demand and the
Lottery’s need to position itself in the market. GTECH offers
the Lottery a guaranteed payout level for both retail and
online channels that enables Loterie Nationale to run a riskfree operation.
In Italy, where GTECH provides a complete end-to-end
solution including sales, marketing, and risk management
services, Lottomatica – under the Better (retail and online)
and Totosi (online) brands – saw sports betting revenues rise
26.5% in the second quarter of 2014 over the same period in
2013. Much of this lift can be attributed to the World Cup
(along with the introduction of virtual betting and a stable
payout percentage), despite the early exit of the Italian
national team. Together, Better and Totosi offer all the sports
(30+) and all the markets allowed by the Italian regulator.
Latin American lotteries also experienced a double-digit
increase in sports betting sales brought by the World Cup
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tournament. Chile’s Polla Chilena de Beneficencia saw its
sports betting sales rise 11.7% and the average stake increase
38.4% over the year-to-date (YTD) average. In Mexico,
Pronósticos para la Asistencia Pública realized an 11.8% lift
in sports betting sales. GTECH provides the technology
platform and risk management/trading services for both
Polla and Pronósticos.
The World Cup was a boon for commercial operators as
well. In Spain, GTECH customer Marca saw a 55.9%
increase in the average World Cup stake (to €13.1) over YTD
average stake, and the lift in sales brought by the tournament
was more than 18.4% year-over-year. Marca offers 23
different sports and over 10,000 sports events a month. In
France, market leader Betclic reported that it had nearly
doubled its initial recruitment target, adding 76,000 new
client accounts during the World Cup period.
GTECH’s first foray into sports betting for its customers
Veikkaus in Finland and Danske Spil in Denmark, among
others, was as a pure technology provider with traditional
maintenance and facilities management. As new technologies
and new sales channels evolved, GTECH expanded into
fixed-odds risk management. Today, GTECH Betting
Services include a range of solutions to support a betting
operation in any channel, in any market, including:
•
Trading Services
•
Content Management
•
Marketing Support
•
Market Analysis, Strategy and Planning
GTECH’s latest sports betting solution, WagerWise,
currently being readied for customer deployment, offers a
new way for lotteries to add betting capabilities while
minimizing the impacts on their current lottery system
landscapes. Scalable and adaptable to lotteries everywhere,
WagerWise successfully integrates with GTECH’s Enterprise
Series (ES) system, Player Account Management, and the
GTECH interactive portal, and promises to open up a world
of opportunities to lotteries everywhere.
EL NEWS ASKED....
Win the game in
an IFLEX-ible way
INTRALOT ANSWERED
The Lottery industry faces exciting challenges. These challenges are affected by the rise and acceleration of regulatory initiatives both at a European level but in other regions
as well. Service providers and their technology counterparts need to further enhance the flexibility of their offered
solutions and services and to be able to deliver a true B2B
service offering. This strategy extends towards providing
significant value to the existing brand equity of established
organizations. As a result, an exciting betting experience is
created for the player. Sports betting operators along with
technology and service
providers are pushed towards inPHOTO
novating, always one step ahead of the technology curve
in order to satisfy their customers’ needs.
The flow of new requirements is continuously growing. One of the most
influencing factors of the industry
is the change in the players’ needs
and gaming behavior. However,
there has been a tremendous shift
in the market. The entertainment
that one could only get through a retail store has now transformed into a
popular service accessible to the global
market. This change has made room for
new betting functions that offer a multidimensional gameplay experience
and ultimately, create a multilateral win-win relationship
between the player and the
operator.
PUT THE PLAYERS IN
THE SPOTLIGHT
INTRALOT’s main objective is to successfully integrate all the modern tools
available so that every player maximizes
his satisfaction using his mobile device or smartphone. The player must benefit from each and every game
he participates in, acknowledging that he can become a
valued part of the game. Content is the most challenging
change that defines a player’s experience and creates the
window for interaction with the game. Not very long ago,
betting content was only about calculating odds and viewing sport results. Using today’s expert knowledge, content
can be enriched with multimedia extensions. Some of
them are live streaming from the sporting events, videos
in second screen features, social media sharing as well
as advanced personalisation depending on each player’s
preferences and habits.
...............
Our main focus has shifted towards delivering a rich,
global and competitive sports book, optimized to the
particular market requirements. We achieved these goals
by adding entertainment to the player’s experience and
through understanding his behavior. We succeed in doing
so mainly through the integration of openness and agility in our core systems engineering. Mobility, rich content
management, per player customisation and expansion of
ACTIVITY
Premium PARTners
the targeted audience, are four essential ingredients for
achieving entertainment during the betting process.
THE OPERATORS’ POINT OF WIN
From the operators’ point of view, robustness, reliability,
stability in performance and system security are the cornerstones for the successful implementation of a sports
betting platform and its services. INTRALOT’s design philosophy consists of breakthrough technologies and tools
that offer all these characteristics combined with unparalleled results at a fraction of the cost.
Moreover, operators can take advantage of social media
platform integration and their players’ preferences in order to further enhance the betting experience online and
develop what we at INTRALOT refer
to as “Know Your Customers’
Likes (KYCL)”. As we already
know, the main objective
of the operators is the expansion of their targeted
audience. Data mining
technologies and artificial
intelligence can distinguish
patterns in each player’s behavior and differentiate appropriately all the displayed content
on the screen in real time. This not
only gives operators feedback on who
their customers are, but also offers players a
complete experience that draws their attention and maximizes their satisfaction.
DON’T PLAY THE ODDS. PLAY IFLEX
These rapid changes in the industry created a
unique market gap which INTRALOT succeeds
in bridging with IFLEX. INTRALOT’s IFLEX platform is a breakthrough, all inclusive, multi-channel,
high performance sports betting platform. It focuses on
providing a full betting management solution in an easyto-use environment. The IFLEX advanced trading component provides a fully automated solution with all the necessary multi-channel real time information and tools. In
INTRALOT we strive to provide an efficient environment
to the operator, while at the same time offer a unique experience to each player.
IFLEX has the unparalleled capability to run in high automation mode needing only minimum human interaction
where required. This feature allows operators to intervene
only when real trading activities are needed and decisions
on key risk management issues are essential. This capability of IFLEX makes it a unique working platform that utilizes human potential in an effective and efficient fashion.
INTRALOT’s IFLEX platform efficiently implements our
expert know-how in order to enable operators to deal with
the modern challenges existing in the betting industry
and, in turn, offer to the end player a fully personalised,
unique and entertaining game experience.
10 NEWS 39 MAY 2012
Responsible Gaming
Certification Ceremony
In anticipation of pressure from the EU on
Responsible Gaming in the lottery and gambling
industries we have this year prioritised bolstering
the credibility and robustness of our standard.
Whilst we have driven significant change it has
been a great year with some notable successes.
Revised Standards
Through 2013/14, the members of the CSR/Responsible Gaming working group have been working
hard on the revision of the EL Responsible Gaming
Standards and Certification Framework. They made
changes to four of the eleven sections, which were
later approved by Prof. Mark Griffiths from the Nottingham Trent University in the UK. Both revised
documents were approved by the EL General Assembly last June 4 in Lisbon.
In addition to these changes, various guides have
been developed in order to help the Members
through the certification process. On the EL website, a page designed to facilitate the choice of an
assessor was created, and an online library with the
CSR reports from the Member Lotteries will soon be
available. Those tools are made to give the non-certified Members the opportunity to start the process
with confidence and support.
A record number of certified Lotteries
The certificates award ceremony took place this year
in Lisbon, during our Industry Days. At the beautiful
gala evening organized at the Palacio de Xabregas, the
President Friedrich Stickler and the Chair of the CSR/
Responsible Gaming Committee, Dianne Thompson,
handed first time certificates to 4 Lotteries:
•
•
•
•
Loterie Nationale, Morocco
Loterija Slovenije d.d., Slovenia
De Lotto, Netherlands
Maltco Lotteries Ltd., Malta
Then, 13 Lotteries received their certificate for the
second time:
•
•
•
•
•
•
•
•
•
•
•
•
•
TOTO (The Israel Sports Betting Board), Israel
AS Eesti Loto, Estonia
LOTTO Hamburg GmbH, Germany
Loterie Nationale, Luxemburg
Lotto-Toto Sachsen-Anhalt, Germany
Loterie Nationale, Belgium
Sisal SpA, Italy
Norsk Tipping AS, Norway
ONCE, Spain
Deutsche Klassenlotterie Berlin, Germany
Latvijas Loto, Latvia
National Lottery Ireland, Ireland
Toto-Lotto Niedersachsen GmbH, Germany
The Association is proud to have 43 certified Members, of which 24 have already obtained the 2nd
certification. With 53% of our Members having
completed the certification process according to
the Responsible Gaming Standards, we are moving closer to our goal but much remains to be done.
This is why, like Dianne Thompson did during the
General Assembly, we urge the non-certified Members to start the process as soon as possible. All the
tools needed, as well as the members of the working
group, are available so that every Lottery may reach
this extremely important and rewarding goal.
It is with some regret that we say goodbye to the
Chair of the CSR/Responsible Gaming Committee, Dianne Thompson, who will leave her position at Camelot UK Lotteries at the end of October. It has been a great honour and pleasure
working with someone that much involved in the
respect for responsibility and integrity values.
Responsible Gaming
FAREWELL TO A FRIEND :
BARUCH DAGON
through the funding of sport infrastructures, teams
and associations as well as grass-root organisations
and projects dedicated to improve the lives of disabled youth.
Baruch Dagon has retired in June from his position of International Relations Manager at
TOTO (The Israel Sports Betting Board), the
sports betting organisation of Israel, a position he held since joining the organisation in
2000. Previously, he worked as sports reporter
and spokesman for sports associations and as
Advertising Manager at Bezeq, Israel’s national telecommunication company.
A well-known figure in the world lottery industry,
Dagon explains that his job at TOTO (ISBB) was like
wearing “three hats: Advertising Manager, International Relations Manager and Spokesman for the organisation.” His career in the gaming world brought
him many challenges but also a lot of satisfaction:
from the beginning, his goals were to position TOTO
(ISBB) in the public eye as well as in the media as a
business dedicated to public welfare, sports and social responsibility. Some of his activities led him to
work on a re-branding of TOTO (ISBB) as a unique
player in the lottery industry by highlighting its specific characteristics such as being a major economical source for Israeli sports and social programs
members'news
Among the many goals that Dagon had set for himself and his team, one has had a profound impact on
his career and his personal life: for years, he worked
to develop a closer relationship with his European
colleagues and the European Lotteries Association.
The exchange of knowledge or as Dagon describes
as “crowd wisdom concentrated at EL” and the contribution of TOTO (ISBB) in the international arena
not only strengthened ISBB relationship with “Sister
Lotteries” but showed to all TOTO (ISBB) employees the importance and usefulness of participating in EL seminars, collecting new ideas, envisioning new technological developments and using EL
Data Center as a productive business tool. “This part
of my activities was, as Dagon stresses, a very long
process but in the end, it was a great success, which
culminated in June 2013 with the hosting of the 7th
EL Congress in Tel Aviv in cooperation with Mifal
Hapais. Although this achievement remains a source
of pride, it was a bittersweet moment for me as my
career was coming to a close with my retirement fast
approaching.”
Baruch Dagon speaks highly of TOTO (ISBB) and its
team, noting all the novelties that were implemented in the last few years such as online odds betting
and horse betting. With these new game platforms,
TOTO (ISBB) has more than tripled its revenues, ensuring more contribution to sports and society, and
has established itself as a visionary. The future of
TOTO (ISBB) can only be bright, insists Dagon, and
more barriers will come down with probably in the
future the adoption of live betting.
TECH STARS....
INNOVATIVE LOTTERIES
STREAMING INTERNET GAMES
LIVE SUPERLOTO
A CONVERSATION WITH KORNELIJUS PIVORIUNAS,
CHIEF OPERATING OFFICER SUPERLOTO, UAB – OLIFĖJA, INC.
EL NEWS : WHAT DOES SUPERLOTO MEAN FOR LOTTERIES IN
LITHUANIA?
Kornelijus Pivoriunas : We all
know that over the past 10 years,
the development of computers
and Internet technology has had
a major impact in the Lottery
market. Looking at the extent of that new electronic
environment in Lithuania, we realized it was time for
us to reconsider the specifics of our Lottery games and
we came up with “Superloto” - a new lottery system.
The Superloto enables lottery operators to
introduce a new lottery concept based on live online
broadcasting of a traditional lottery game (lotto)
from a TV studio where frequent lottery draws are
conducted every few minutes and made accessible
to all sorts of online and mobile devices.
WHAT GAMES DO YOU OFFER?
Currently, we have three Superloto games, each
allowing almost instant results thanks to our livestreamed drawing event:
-Two Lotto games - 5/36 and 7/42 – offering
fixed payout. The Superloto 5/36 is an extremely
popular lottery, with a payout of up to 100,000
Euros. In the 7/42, players can win up to 200,000
Euros. Both games have other attractive features,
which allow players not only to choose the ticket
price but also the amount of numbers they want
to pick (from 5 to 10 for the 5/36 game and 8 to 14
in the 7/42)
- The “Interjackpot” game: Based on the Lotto 7/42,
this Superloto has a jackpot that starts at 100,000
Euros and keeps growing with every purchased
ticket. Moreover, multiple lottery operators
can run that game at the same time with joint
Tech Stars… Innovative Lotteries
contribution to the grand prize.
The high frequency of the game
creates dynamics to the jackpot
growth: it is a simple play but with
guaranteed high entertainment
value - a concept that is very
attractive to players.
HOW WELL WAS THIS LOTTERY
CONCEPT RECEIVED BY PLAYERS AND RETAILERS?
Quite well actually! The “Superloto” lotteries offer
the advantage of easy integration in any Internet
website and access on any types of mobile devices.
The game plays are very easy to understand and
provide instant fun and gratification. Furthermore,
the “Superloto” system uses the regular network of
retailers or lottery agents to distribute tickets, and
lottery retailers have the possibility to analyse the
games’ statistics within of course certain limits.
Since players can watch these games in real time,
the other benefit has been a perception of reliability
for these lotteries, as game results no longer depend
on a computer (such as the 5-minutes Keno or any
other games with computer-generated results). We
also provide all kind of backup systems to address
any complication. A video archive and results of all
the draws are readily available on our website, which
are useful information for example whenever a
player is unable to see the live stream (due to power
failure or difficulties with Internet connection). If
a draw is impaired due to mechanical or technical
failures (streaming fails, drawing machine breaks
down, etc.), tickets are cancelled and players receive
full refund.
The Superloto concept has been successfully
implemented in Lithuania, so much so that we are
in discussion with other Lottery partners to launch
these games in other countries.
SAVE THE DATES!
8TH EUROPEAN LOTTERIES CONGRESS
JUNE 8-11TH 2015
OSLO, NORWAY
WWW.EL2015.ORG
The 8th European Lotteries congress is titled “Touch tomorrow” and will take place in Oslo. Norway is
known as a technological power center and a world leader in the development of technology. Hardly any
business is so well suited to the modern technology platforms as the lottery business and the industry
is definitely a business in change. This has inspired Norsk Tipping when outlining the topic for the
2015 congress in Oslo.
European Lotteries and Norsk Tipping are delighted to welcome you to Norway to join the 8th EL Congress
June 2015. Save the dates now!
Oslo Spektrum is the venue for Touch tomorrow.
It is located in the city centre and only minutes
away from our partner hotels.
WELCOME TO OSLO
Oslo is surrounded by islands and forrested hills,
and is located at the end of one of Norway’s
most beatiful fjords. Perfect in size for exploring
on foot, the city boasts, world-class museums,
a rapidly growing cafe’ and bar culture, top-notch
restaurants and nightlife options ranging from
opera and jazz to rock.
www.el2015.org
Hosting company
Congress organizer
Round Table on Electronic
Gaming Machines (EGM’s)
Helsinki – Finland, 29 April 2014
A general conclusion of the discussion was that
the successful implementation of EGM gaming
was not dependent on any one single element,
but involved implementing a package of offerings and facilities such as Responsible Gaming;
balance between percentage payout and pricing;
location of EGM’s and use of Player Cards.
In spite of the financial crisis throughout Europe,
revenues from EGM’s have been stable or growing moderately over the past five years … a good
sign for the future.
Twenty representatives from nine jurisdictions
who have implemented EGM’s or are planning to
introduce this form of gaming joined with representatives from five suppliers for a one-day round
table discussion on current issues and hot topics
in EGM’s.
Ray Bates
Moderator
RAY – the gracious host of the round-table - gave
an extensive presentation on the unique Casino/
EGM offering they provide to the Finnish players,
including a visit to their arcades and other retail
outlets. They see their main business, transacted
with some 5,000 corporate partners, as “convenience gaming” rather than “destination gaming”. Their unique role in being an integral part of
the process of allocation of their proceeds to good
causes has played an important role in developing the brand of their unique form of gaming.
A separate presentation was made on “providing
a channel for sports betting and e-games” by Primoz PÖSCHL from Športna Loterija in Slovenia.
Topics covered in the round table discussion included age checking, mandatory limits, games
and distribution channels, payment solutions,
image and branding, loyalty and player cards, remote blocking and positioning of EGM gaming in
the total gaming market.
Activities
Player Cards
Workshop
Berlin - Germany, 14 May 2014
Fifty participants from twenty-five jurisdictions travelled to Berlin for this first ever EL
event focussed entirely on the topic of Player
Cards.
Christopher O’CONNELL, from Norsk Tipping
opened the morning with a presentation on the
past and present experiences of Player Cards in
Norway, covering an amazing 22 years of experience, from the first tentative steps when
the players were prepared to pay a fee for their
Player Cards in order to guarantee that they
would receive their winnings up to the present
situation where Player Cards are mandatory;
Playscan is integrated into the Norsk gaming
system, and registered players have the option
of directing up to 5% of revenue generated to
specifically designated good causes. The clear
message from Norway was that the presence
of a sophisticated Player Card system greatly
facilitated the granting of permission by the
Regulator to Norsk Tipping to introduce their
online casino.
Two separate aspects of the German experience
were presented by Erika SIEBENECK from
LOTTO Hamburg and Martin ROTH (Oddset)
from Lotto Bayern. While the number of registered players with Player Cards is low, the facilities provided are relatively sophisticated. The
participants were somewhat surprised to learn
that, in Germany, “dangerous bets” are defined
as games with a draw frequency of more than
twice a week. In addition to this, there are many
restrictions on the use of the existing cards, including a ban on their use for CRM.
Julian PRICE from Camelot UK Lotteries gave
the Responsible Gaming perspective on Player
Activities
Cards, while Philippe VLAEMMINCK presented the legal perspective on the use of Player
Cards as a response to EU institutional positions on money laundering and online gambling.
David EXCELL, Founder of Feature Space UK,
gave a most interesting perspective on the use
of data collected through Player Cards (and
online systems) to help Lotteries uncover patterns of play that might predict “problem play”
in the future. From the use of Bayesian theory
to sophisticated modelling techniques there
was a lot of evidence that the “big data” gen-
Activities
erated by loyalty and player card systems can
be harnessed to produce useable and relevant
customer behaviour information.
Following the morning of presentations, the
afternoon was dedicated to discussions and
exchanges
on
the most relevant
topics (as defined by the participants) on the
topic of Player
Cards.
During
the workshops,
the experienced
Lotteries (and in
particular Norway … thank you again, Christopher) were
happy to share experiences of the “do’s and
don’ts” of introducing Player Cards.
While the benefits are clear and impressive it is
important to remember that introducing a Player Card system can be expensive and can result
in some organisational change in a Lottery.
Ray Bates
Moderator
SPORTS BETTING SEMINAR
GOOOOOOOAL!
Fix your focus
on Fortaleza!!
Fortaleza - Brazil, 22-25 June 2014
The seminar, which was attended by some 106 participants, coming from around 27 countries, opened
with the welcome addresses of Fabio CLETO, VicePresident Government Funds of CAIXA, Friedrich
STICKLER, EL President & WLA Executive Committee Member, and Luis GAMA, President of CIBELAE.
Torbjørn ALMLID gave some updates about the
work of the EL Sport working group and Christian
KALB, Moderator of the seminar, guided the participants through the programme.
Just like every year, representatives from 4 different
continents updated the participants about what is
new in their side of the world and many Lotteries
had the chance to present their innovative products.
Activities
New Games and innovation are always of interest.
Manuel GÓMEZ AMIGÓ from Sociedad Estatal Loterías y Apuestas del Estado (SELAE) delivered a presentation about the history of La Quiniela in Spain
and SELAE’s plans for innovation. The way La Quiniela works in Uruguay and the way new technologies
have been integrated in its sales were presented by
Luis Gama from Loterías y Quinielas (Uruguay). Helmut LÖSCHENBERGER from the Austrian Lotteries
presented their product, TOTO 13, and Borut BOHINC from Športna Loterija, from his side, presented
the use of VLTs and e-games in Slovenia designed to
enhance the players’ experience.
and make more profit than Lotteries in monopoly
markets”. On one side, Jens NIELSEN from Danske
Spil and Nikolaos KONSTAKIS from Intralot tried to
convince the participants about the validity of the
argument. On the other side, Torbjørn Almlid from
Norsk Tipping and André CHAKER from Veikkaus
Sports integrity remains high on the agenda
and the seminar in Fortaleza saw a good number
of relevant presentations: Ralf MUTSCHKE from
FIFA presented the FIFA integrity Initiative to combat match manipulation and corruption. Thierry
PUJOL from La Française des Jeux (FDJ) delivered
a presentation about the FDJ system for monitoring
sports betting and the way it has been useful for managing public order-related risks. Torbjørn Almlid delivered a presentation about the Norwegian Action
Plan against match-fixing and Christian Kalb spoke
about the results of the ICSS-Sorbonne research
programme and also
about the IRIS Project, a pan-European
initiative that sought
to raise awareness
and develop national networks against
match-fixing in 23
Member-States of the
EU. Finally, Pierre
CORNU, from the
University of Neuchatel in Switzerland,
delivered a presentation about match-fixing focusing on the need for a
special criminal offence against the phenomenon.
tried to advocate for the opposite. The two teams
presented their arguments and afterwards the participants were asked to vote for the team that convinced them. Interestingly, both teams gathered the
same number of votes.
In the second debate, Uno SOLBERG from Norsk
Tipping along with Kevin ANDERSON from SGI
advocated for the fact that “Outsourcing data feeds
gives top value for players and improves Lotteries’
bottom line”. On the contrary, Lennart NILSSON
from Svenska Spel and Brian BENNETT from West-
A breakthrough innovation of the seminar was that
for the very first time, the programme included 2 debates (an idea of the WLA Executive Director, Jean
Jørgensen, to whom all participants wished a quick
recovery). The first debate was about the topic: “Lotteries in competitive markets are more innovative
Activities
SPORTS BETTING SEMINAR
ern Canada Lottery Corporation joined their voices
for the opposite. After hearing the arguments of the
two teams, the majority of the participants thought
that outsourcing data feeds could be more interesting for Lotteries, but of course many different factors
have to be taken into account, and first of all, the size
of the market.
In the evenings the participants had the chance to
taste traditional food and enjoy some traditional
Brazilian music and dances. Of course, as one would
expect, participants watched many World Cup
matches on especially designed big screens. The big
highlight of the seminar, though, was the football
match Greece – Ivory Coast, which all participants
attended on Tuesday, 24 June. The participants had
the unique opportunity to see the two teams passionately struggling for their qualification in the next
round of the World Cup, with Greece winning 2-1 at
the last minute of the match.
EL would like to warmly thank CAIXA for hosting the
event, WLA and CIBELAE for the fruitful cooperation,
the moderator of the seminar, Christian Kalb, and, of
course, all participants for their active participation.
Sports Betting Seminar 2015
Save the dates!
The Sports Betting Seminar 2015 will be organised on May 26-28, 2015 in Warsaw, Poland. EL
and WLA will make sure that an exciting programme will be developed for the participants,
who will also have the chance to attend the final of the Europa League, which will take place
at the Stadion Narodowy in Warsaw on 27 May
2015.
We look forward to welcoming your participants
in Warsaw!
Activities
ELU 2014
Bordeaux – France, 31 August - 5 September
The European Lottery University (ELU) is a professional development programme for executives and
managers within the lottery industry and is held annually. Targeted at both newcomers to the industry
as well as experienced managers, ELU is the oldest
lottery management training of its kind. Now in its
17th year, ELU has established a strong reputation
amongst EL Members and assisted many of its 850
alumni in the progression of their lottery careers.
The programme is intense but rewarding for participants many of whom go on to further their careers
in the lottery industry. The week involves presentations from expert speakers, discussions, quizzes,
workshops and case studies, covering a wide variety
of current lottery related subjects. The opportunity
to network with their peers and share ideas and
practices is also important to participants and probably unique to Lotteries!
This year’s ELU was held in Bordeaux, France and
attracted 38 participants supported by 14 guest
speakers during the course of the week. Participants
represented 15 Lotteries, both large and small with a
strong contingent in successive years from Morocco
together with executives from Senegal and Argentina for the first time. In addition, participants from 4
industry suppliers were also present. A broad range
of functions was represented with around a quarter
of attendees being relatively new to the lottery industry.
Activities
The week commenced with a welcome from both
Friedrich STICKLER, EL President and Christophe
BLANCHARD–DIGNAC, Chairman and CEO of La
Française des Jeux and EL 1st Vice-President. Subjects covered this year included the lottery business
in Europe, game design, game strategy, social media,
marketing and brand positioning, multijurisdictional
games, digital gaming, sports betting,
advertising
and communications, loyalty programmes, business
strategy, corporate
social responsibility, financial control
and risk management. In addition we were grateful to be given an insight into the latest global technology and consumer
trends and the current status of European gaming law.
Group case studies, under tight
time constraints,
were undertaken
throughout the
week covering
lottery organisation structures,
game strategy,
social media, game launches and financial management. Extensive workshops were held on instant product design and CSR.
At the end of the week, all participants worked on
one of two major case studies to launch a new Lottery in a fictitious European state or to structure a
gaming authority. All groups worked hard to produce high calibre presentations summarising the
key aspects of their ‘bid’ for this new Lottery in just a
few hours. The winning groups pictured below particularly impressed our panel of experts with their
branding, product plans and promotions. We felt
these delivered both value and entertainment for
players whilst covering all the bases on legal, compliance and commercial matters.
As in previous years, we are indebted to Ray BATES
for his continued support to the Moderator and
Bernadette LOBJOIS and her staff for all the hard
work necessary to smoothly administer the week’s
activities. We also are grateful to the time spared by
our expert speakers many of whom were available
for lively discussions after their presentations. The
quality of this programme remains high and is testament to the expertise of the speakers and the support of their sponsor Lotteries.
Next year’s ELU promises even more. Please contact
the Secretary General or refer to the EL website for
more details.
Tony Jones
Moderator
As is the tradition during ELU week, there was plenty
of social activity to complement the hard work during the sessions. We were treated to a visit to an excellent wine tasting at the Château du Tertre, a guided evening tour of the beautiful ancient city of Bordeaux and an afternoon boat trip to Dune du Pyla,
the highest sand dunes in Europe, and the Bassin
d’Arcachon. At the final evening meal we were delighted that our participants became ELU graduates
and we hope they will become like their predecessors enthusiastic ambassadors for the programme,
which now has a genuine global appeal.
Activities
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Magazine of the european Lotteries, 2014, septeMber

Transcription

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