Svenska Spel and the city of Stockholm, Sweden, hosted the 18th annual European Lotteries Association Sports Betting seminar on May 23-25 on the theme of “Sustainable Success in Sports Betting.” It was attended by over 80 participants from lotteries around the globe and a further 30 delegates from lottery partners and vendors.
As has been the case in recent years, the agenda and discussions focused on the topics of fraud prevention and efforts to offer transparent and safe betting propositions within the lottery industry. Many lotteries shared their views and the measures they have in place in their respective local markets. These, combined with the Global Lottery Monitoring System (GLMS) offer a very solid base for future initiatives against match fixing, money laundering, and other day-to-day challenges for all sports betting operators.
IGT, both as part of our Betting Solution and through our operations in Italy, had much to offer in all these discussions, and included some further insights on these topics during the panel discussion on Thursday, May 25.
The other discussion area was lottery competitiveness: how to operate successfully in regulated and deregulated markets, competitiveness from both product and communication perspectives, and the importance of adapting to local cultures and market conditions. The industry is embracing the wide range of possibilities offered by new digital solutions, internet, and mobile devices; and lotteries need to look towards offering new experiences, be modern, competitive, and innovative, without compromising the integrity and sustainability of their operations. IGT’s presentation encouraged lotteries to find their own paths and leverage their uniqueness rather than simply copy competitor initiatives:
• How to create a competitive offering, while maintaining margins
• Attracting new players by adding new content like daily fantasy games and e-sport
• Enhancing the player experience in retail by offering new ways to find content and place bets
• Best practices for bonuses and promotions – differentiating lotteries from commercial bookmakers
• Leverage a strong and trustworthy brand by offering a safe, responsible sports betting proposition
Next year’s seminar will be hosted by La Française des Jeux (FDJ) in Lyon, France, and as always, IGT looks forward to attending.