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EXCELLENCE Begins at Home a publication of the Issue no. 24, Autumn 2007 World Lottery Association Good Causes EXCELLENCE begins at home Stakeholder engagement Hong Kong Jockey Club Chairman John Chan Cho-chak encourages employees to serve the community by active participation in vol- unteer work themselves. Good causes: Contents our key differentiator 5 Letter from the President This issue of the WLA Magazine provides further insight into one of the key areas that makes our lottery platform so unique. Association business Most of our members play a pivotal role in the financing of 6 The WLA takes steps to structure its communications and youth and adult development. As well as actively supporting develop advertising best practices for the industry. Reports local and national youth and education programs, most of from regional associations around the world. you are also involved in a wide spectrum of efforts to promote health and culture and build stronger communities. Corporate Social Responsibility 10 As the WLA sets deadlines for implementation of the We all need to realize that this is our raison d’être. It puts Responsible Gaming Framework, Camelot gives an outline of us in a unique position and sets us apart from other gaming its own CSR management system operators. Communities around the world trust and rely on our capacity to generate funds and support actions that allow WLA Projects them to build a sustainable future. 12 The latest news about WLA security certification, establishing retail security best practices and defending the industry’s most Building a sustainable future can only continue if our members valued assets. around the world aim to strengthen relations with their customers. Innovation, our ability to involve our stakeholders Special series: Lottery beneficiaries in our unique approach, and above all to develop attractive 18 Serving the community is integral to operations at The Hong gaming propositions, will allow us and our stakeholders to Kong Jockey Club. seriously compete for an increasingly critical consumer. And that is where the WLA can excel as a platform for learning Feature: World Meet 2007 and exchange of Best Practice. Building Sustainable Gaming 24 The lottery world comes together in the United States for a Excellence is our mission in life! unique learning experience – and a true taste of Kentucky. This issue of the WLA Magazine includes some great examples The case continues of lottery excellence around the world. We also report on 28 Lynne Roiter and Philippe Vlaemminck examine the delicate the great progress we are making with our Security Control relationship between sports and lotteries and how gaming leg- Standard©, as the Kentucky Lottery becomes the first operator islators around the world are addressing some thorny issues. in North America to gain certification. More than 30 lotteries have now also formally embarked on the WLA Responsible People Gaming Framework. These are all encouraging signs of 32 Clint Harris, Executive Director of the Minnesota State Lottery the progress we are making in setting ourselves apart and and President of the North American Association of State and establishing our unique positioning. Provincial Lotteries (NASPL) Many of you will have the opportunity to learn more at World The learning curve Meet ‘07 in Kentucky. With our NASPL colleagues we will 34 Short reports on recent WLA Academy seminars and the have a great opportunity to learn about how to strengthen our ever-popular Erewhon case study program. lottery operations further. With the enthusiastic support of some of our key industry partners we will engage and unite to Contributors be and stay the preferred choice for gaming around the world. 36 Corporate news from members of the WLA Contributors Program. I look forward to working with you and possibly seeing you in Louisville. WLA MAGAZINE is published by the Publication Director: Hans Savonije, World Lottery Association, WLA Executive Director Lange Gasse 20, P.O. Box, Coordination, layout and production: CH-4002 Basel, Switzerland Paul Peinado, phone: +41 61 284 1111 WLA Communications Coordinator fax: +41 61 284 1350 Contributing Editor: John Smellie e-mail: [email protected] Printed by: Werner Druck AG, www.world-lotteries.org Basel, Switzerland Hans Savonije Executive Director, WLA Autumn 2007 3 Letter from the President The summer (winter for those of you in In Hans’s column, he emphasizes the Good causes funded by lotteries continue the southern hemisphere) has been a busy WLA’s other efforts in Building Sustainable to be a central theme of the Magazine, and time for the WLA. Our Executive Director, Gaming Excellence, including the areas this issue highlights programs funded by Hans Savonije, has been busy melding the of Corporate Social Responsibility and the Hong Kong Jockey Club. All members WLA staff into an efficient team carrying Responsible Gaming, the Security Control are encouraged to submit materials for out their new duties and responsibilities. Standard©, Marketing and Advertising this continuing coverage. With their assistance, the office has coor- Best Practices, and Retail and Online dinated several successful WLA Academy Distribution Best Practices. The progress As Hans notes in his column, the funding seminars, made several improvements in made with development of the Responsible of good causes and public benefit pro- member services and begun significantly Gaming Framework and Security Control grams is one of the most unique aspects of revamping the WLA website. Hans has Standard© is outlined in further detail by lotteries around the globe. It is what sets worked with many of you and our WLA articles within this issue of the Magazine, us apart from other gaming providers. It is standing committees in further develop- as is an update by Jan Stewart of the pro- an integral part of our brand identity and ing the WLA’s mission and our efforts in posed Advertising guidelines. Members a great source of our public appeal and Building Sustainable Gaming Excellence. can find additional information about acceptance. the WLA’s Security Control Standard©, Between May and August, WLA Academy the Responsible Gaming Principles and Hans has also continued his efforts with seminars were held in Australia, Europe Responsible Gaming Framework through OPAP in developing plans for the WLA and Africa. In the last week of May, a semi- the WLA website, which will be helpful 2008 Convention and Trade Show in nar on Corporate Social Responsibility and in determining how to implement these Rhodes, Greece, and the long-term devel- the WLA’s Responsible Gaming Framework principles within each lottery organiza- opment/restructuring of the WLA Academy was staged in Brisbane, Australia. An tion. Applying these standards is a sig- program. He has sought the input of our Interactive Gaming seminar took place nificant step in our mission of Building regional associations and many of our in Helsinki, Finland, and the Erewhon Sustainable Gaming Excellence. members regarding this latter effort. case study program was held in Mangalia, Romania. A workshop on certification to Efforts to develop retail and online distri- Plans for the joint NASPL/WLA World the WLA Security Standard© was also or- bution guidelines are just beginning, with Meet ’07 in Louisville, Kentucky are now ganized in Zurich, Switzerland. By all ac- recommendations from several members complete. My staff and I look forward to counts, each session was highly successful, for candidates to comprise the associated hosting you and seeing you this October. and the Helsinki seminar, in particular, working group. Significant progress in this The Call to the Post has been made and was very well attended. We are especial- area should occur over the next several the World Meet ’07 Starter’s Gun will fire ly grateful to our host lotteries, Golden months and is most timely. Potential as- on October 1 with the commencement of Casket, Veikkaus and Loteria Romana. In pects of these best practices are suggested early activities. The conference’s formal late August, an Academy seminar, Lottery in this issue’s article authored by John program breaks from the gate on October Business from A to Z, was held in Lome, Branscombe, Chair of the Security and 3 and reaches the finish line on October 5. Togo. Hans either participated or led the Risk Management Committee. Don’t miss getting your bets down on this discussions in each of these learning op- great conference! portunities. The summer has also been an active time for regulators, legislative bodies and the courts, particularly in Europe and North America. Philippe Vlaemminck and Lynne Roiter comment on these developments Arch Gleason within this issue. WLA President 4 Autumn 2007 5 Jan Stewart, Association WLA Senior Vice President and Chair of Regional the Communications Committee business associations After our focus on NASPL in the last issue, we report on the latest projects and upcoming events being organized by Building Sustainable three other regional lottery associations – the Asia-Pacific Lottery Association (APLA), Corporación Iberoamericana de Gaming Excellence Loterías y Apuestas de Estado (CIBELAE) and the European State Lotteries and Toto Association (EL). The WLA Communications Committee, Working on the communication strategy Advertising of lottery products needs to be chaired by Jan Stewart, is pursuing its has caused us to reflect on whether the light-hearted and entertaining, but strict work to provide a framework for WLA existing WLA logo is appropriate and con- standards are needed to ensure that it is Synergy, sustainability S’s”, the three keywords that pave the way of APLA’s social value. Scheduled speakers communication processes. At the same temporary enough to provide a strong not deceptive in any way and does not en- and social value for APLA’s future: Synergy, Sustainability, include noted Japanese economist Prof. time, it has acted on the Executive visual representation of the kind of orga- courage underage play.
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