SA Lotteries: Many Were Unaware of the Extent of Its Support for Healthcare and Sport

a publication of the Issue no. 26, Spring 2008 World Lottery Association

South Australians have always loved their state lottery, but SA Lotteries: many were unaware of the extent of its support for healthcare and sport. For SA Lotteries, last year’s 40th anniversary was Many happy returns! an ideal opportunity to set the record straight. Page 20 Lotteries in action AcceleratingThis issue of the WLA Magazine contains a lot of news, Contents including the latest on the WLA Responsible Gaming Your Network for Games AcceleratingFramework – for which we have now received the first 40 5 Letter from the President voluntary Level 1 to 4 applications – and the publication of the WLA Global Best Practice Marketing Standards. Both these Association business tools allow you to benchmark your own lottery against the best 6 The Executive Committee welcomesConnecting some new faces and of global experience in the lottery sector. endorses the WLA Global BestConnecting Practice Marketing Standards. We also continue our series of articles about lotteries and APLA conference their beneficiaries. This issue illustrates how South Australia 8 Japan hosted the Asia Pacific Lottery Association’s third leverages lottery funds to support the community and build a ccelerating regional conference in Tokyo in November 2007. sustainable and responsible relationship with society – truly Experiencegreat work! the use of our unique server-based WLA 2008 Convention and TradeExperience Show gaming technology. 11 OPAP reports on the preparations for this year’s landmark You will also find an update on the WLA Convention and Trade event on the Greek island of Rhodes in October. Show in Rhodes in October this year. Hosted by OPAP, the event promises some unforgettable highlights and will open for Technology registration on April 1. Never before has our sector developed onnecting 16 Finland slashes product development times with a fast at such a pace of change and the opportunity to learn from prototyping toolkit. other colleagues can hardly be matched by other forms of you with your players and your training. We look forward to meeting many of you there. players with your games. Security 17 Ed Stefan discusses the implications of a new generation The 2008 WLA Academy program got off to a flying start with of cyber-squatters. the traditional marketing seminar in London and a security seminar in France that was already fully subscribed as we xperience Corporate Social Responsibility went to press. This high level of interest from members all 18 An update on the WLA Responsible Gaming Framework over the world reflects an increased focus on lottery security a new way of playing games. process and program structure. in general, and on the WLA Security Control Standard in particular. Currently lotteries from Australia to Canada and A bright future in Brisbane, Australia the United States to Europe are preparing to be certified to 19 Queensland’s Golden Casket Lottery Corporation will host the this Standard. We are also running three CSR programs in WLA Convention and Trade Show in 2010. April and May in response to continuing interest in responsible, sustainable gaming practices. We have partnered with the Special series: Lottery beneficiaries regional associations to bring these seminars – in Malaysia, 20 Delivering health and wealth to South Australians: Canada and Mexico – as close as possible to our members. a joined-up approach to community service. For further information visit our These are just some of the examples of lotteries in action that website www.aceinteractive.se The case continues we are reporting in this issue of the WLA Magazine. Enjoy! 26 Lynne Roiter discusses the latest developments in the legal and regulatory situation around the world.

People 29 Henry Chan, Executive Director, HKJC Lotteries Limited. Hans Savonije, Executive Director, WLA The learning curve 31 Reports from recent WLA seminars and an outline of the WLA WLA MAGAZINE is published by the Publication Director: Hans Savonije, Academy program in the coming months. World Lottery Association, WLA Executive Director Lange Gasse 20, P.O. Box, Editor, layout and coordination: Corporate news CH-4002 Basel, Switzerland Paul Peinado, 33 Selected news highlights from members of the phone: +41 61 284 1111 WLA Communications Coordinator WLA Contributors Program. fax: +41 61 284 1350 Contributing Editor: John Smellie e-mail: [email protected] Printed by: Werner Druck AG, it’s all in the game® www.world-lotteries.org Basel, Switzerland

© 2007 Aristocrat Technologies Australia Pty Limited. Aristocrat, it’s all in the game and the Aristocrat logo are trademarks or registered trademarks of Aristocrat Technologies Australia Pty Limited. ACE INTERACTIVE™ and the ACE INTERACTIVE logo are trademarks or registered trademarks of Aristocrat Technologies Australia Pty Limited. 2 Spring 2008 3

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Letter from the President

The year ahead promises to be a chal- Committee and Rolf Stypmann (Chair), Jan able to our members in addressing and lenging, exciting, and outstanding one for Stewart, José Manuel Avilés, and Lynne responding to the issues of retail dis- the WLA, the regional associations, and Roiter to the By-laws Committee, and tribution and consumer protection; the our lottery and associate members. Based David Loeb, President & CEO, Western continued legislative, regulatory, and le- on activities and developments during Canada Lottery Corporation and former gal developments in Germany, France, January and February, it appears we are Executive Committee member to the Audit Greece and elsewhere in Europe; fur-

# off to a flying start. Committee. ther liberalization efforts by the European Commission, and settlements and final - At the Executive Committee meeting in The 2008 WLA Academy program is well resolution of the WTO dispute between 9 London, January 24-25, bid presenta- underway. Corporate Social Responsibility Antigua & Barbuda and the United States.

#- tions for the 2010 Convention were made (CSR) seminars will be held in coopera- State governors and legislative bodies in by the Aruba Lottery and Golden Casket tion with APLA, NASPL and CIBELAE re- the United States will continue their dis- -9 Lottery Corporation. Both organizations spectively in April and May. A second CSR cussions and consideration of state lottery

#9 submitted complete, comprehensive and session in cooperation with CIBELAE is operations privatization. The US Federal creative bids, and made enthusiastic pre- scheduled for Lima, Peru in November. Government and Congress will continue #-9 sentations to the Committee. Ultimately, their review of proposed regulations re- + Golden Casket’s bid to host the conven- The planning and organization of the lated to the Unlawful Internet Gambling tion in Brisbane, Australia was accepted. 2008 WLA Convention and Trade Show, Enforcement Act (UIGEA) and consider We express our deepest gratitude to both hosted by OPAP on the island of Rhodes in whether amended or modified legislation of these lotteries for their exceptional ef- October, are progressing well. A site visit should be enacted. The WLA will con- forts. More information about Brisbane with representatives of the WLA’s major tinue to work on these matters with the and Golden Casket’s bid is reported in this contributors, the OPAP organizing com- regional associations, particularly EL and issue. mittee and the WLA Convention steering NASPL, in an effort to achieve the desired committee was completed during the first and best possible outcomes on behalf of Other matters undertaken by the Executive week of March. Further details on the our members. See Lynne Roiter’s column Committee included approval of a revised Convention are reported in these pages for more details. 2008 operating budget, an amended agree- and will be reported in future issues of the ment for FIFA Early Warning System, rati- WLA Magazine. Registration will open in Most definitely 2008 will be a challeng- fication of the appointment of José Manuel April. We look forward to a highly success- ing and exciting year for all of us. We look Avilés as CIBELAE’s representative, and ful, informative, entertaining and enjoy- forward to working with you in building appointment of Jean-Luc Moner-Banet to able event in Rhodes and to seeing many sustainable gaming excellence amongst fulfill the unexpired term of Basile Neiadas of you there. Register early to ensure your our members, and for our mutual success on the Executive Committee. Reports were participation and desired hotel accom- on behalf of our sponsoring governments, received from the chairs of standing com- modations, as we expect our hotel room and the good causes and public benefit mittees and the Executive Committee ap- blocks will sell out quickly in this highly organizations/programs supported by our proved the appointment of Thierry Pujol as desirable location. revenues. Chair of the Security & Risk Management Committee. Appointments were also ap- The challenges facing the WLA, the re- proved of Ray Bates (Chair), Ed Stanek, gional associations and member lotteries and Winfried Wortmann to the Nominating will continue during 2008. Our efforts in responsible gaming, security standards Arch Gleason and the development of marketing & ad- WLA President vertising guidelines should prove invalu-

4 Spring 2008 5 Association business

New Executive Committee members José Manuel Jean-Luc Moner- WLA Marketing Standards endorsed The above work was fielded and prepared New WLA members Avilés, President Banet, General by Paul Banks of Lotterywest, whom we The Executive Committee meeting in of Lotería Nacional Director of Loterie Acting on a decision by the Executive thank for his energy and professional- The LudWin Group, France London in January was attended by two de Beneficencia Romande, Switzerland Committee, the WLA put together a group ism. The approved framework on lottery Based in Paris, France, LudWin Group has new committee members: José Manuel de El Salvador and of lottery professionals in 2007 to create marketing provide clear guidelines in the been approved as an Associate Member. Avilés, president of Lotería Nacional de President of CIBELAE the WLA Global Best Practice Marketing following areas and are a logical continu- Headed by Yves Hémard and Christophe Beneficencia de El Salvador and Jean- Standards. Under the leadership of Jan ation of the existing WLA Responsible Caye, the firm offers the gaming industry Luc Moner-Banet, General Director of Stewart, CEO of Lotterywest in Australia, Gaming Framework and WLA Security a new alternative, providing independent Loterie Romande. José Manuel Avilés has a group of WLA members drafted a rec- Control Standard: consultancy and support, and a wide range been President of the National Lottery of ommendation for best practices in lottery of products and services available through El Salvador since January of 2006. He elected President of the regional lottery charge of managing public and govern- marketing that allows all our members • General principles of communication reliable, recognized partners. LudWin formerly held a number of governmental association CIBELAE. He had previously mental relations with state and public en- to benchmark their own communication • Tone of voice Group offers a different approach in the positions in El Salvador, serving as both served as a Vice-President of CIBELAE. tities on the continent. Prior to joining the bundle and benefit from the accumulated • Communication to minors sense that it believes content takes pre- Minister of Tourism and President of the lottery in 1998, Moner-Banet held a num- experience of lottery peers from around • Game information cedence over technology and that product Salvadorian Institute of Tourism (ISTU). Jean-Luc Moner-Banet has headed ber of management positions in the areas the globe. • Beneficiaries and service offerings must be tailored to Avilés was also a member of the Executive Switzerland’s Loterie Romande since of marketing and international sales. • Winner publicity local needs and contexts – not the other Committee for the International Fair of January 2007 and has worked for the Benchmarking and enhancing • Corporate Social Responsibility and way around. El Salvador, and in 2004 he was part of lottery since 1998. He served as Deputy The WLA welcomes these two new mem- lottery marketing practices WLA Responsible Gaming Framework the Central American Integration System Director of Loterie Romande from 2001 bers of the Executive Committee and looks The group followed the following process • Internet-based communication Gidani, South Africa (SICA), where he was responsible for the until 2006. In 2006, Moner-Banet left forward to benefiting from their experi- to establish the guidelines: • Third parties. The new operator of South Africa’s Japan/Central America agenda. Loterie Romande for a brief time to work ence and professionalism. • Gather existing advertising and com- National Lottery, which resumed opera- for GTECH as their Business Development munication practices from many lotter- The full text of the WLA Global Best tions in October 2007, has been granted In October 2007, José Manuel Avilés was Director for Europe. There he was in ies on a truly global scale Practice Marketing Standards as endorsed provisional membership of the WLA, pend- • Study these practices and focus on the by the Executive Committee at its London ing approval by the General Assembly. common elements meeting is available to registered mem- New chair of security committee Stepping down: Thierry Pujol, head • Decide on necessary common elements bers on the WLA website. We strongly Gidani aims to serve and reflect South John Branscombe of security for • Write up a supporting, yet flexible encourage all WLA members to actively Africa’s multi-cultural and multi-lingual John Branscombe was head of security for had served on the La Française des framework of key focus areas study and leverage the content of this tru- society in the true expression of a united Camelot plc in the United Kingdom and SRMC since 1998. Jeux, has assumed • Submit this framework to the Executive ly solid piece of work – as marketing really nation with a multiple heritage. The com- had chaired the WLA Security and Risk the chairmanship Committee for approval. works! Hans Savonije pany prides itself on being the first lottery Management Committee (SRMC) since of the SRMC. operator to return 34% of its revenue to 2004. With effect from January 1, 2008, good causes since the South African John relinquishes both these tasks to take Implementing the FIFA Early Warning System government introduced the National up a new challenge. Lottery in 1999. As an empowerment As members are aware, the WLA and FIFA, Warning signs of irregular betting company, Gidani’s business ethos is forti- John served on the Committee since 1998 Security and Global Risk Management Thierry’s key focus will be to continue football’s international governing body, have • a much higher turnover than expected on a fied by its profound commitment to the and for the past three years has led the at La Française des Jeux, as the new the current path of the SRMC of refining agreed to work together to protect the integ- match issues of broad-based Black Economic SRMC with unflagging energy and com- Chairman of the SRMC, effective immedi- operational aspects of the WLA Security rity of football and safeguard WLA members’ • an unusual betting distribution (home/ Empowerment. mitment, creating a team of excellent ately. Thierry joined the French national Control Standard and its implementation betting systems and products. After running draw/away) on a match professionals who have brought their ex- lottery in 2005 and has been a member of by an increasing number of WLA mem- a successful pilot project for the 2006 FIFA • an unusual single, large bet on a match One of the driving forces behind Gidani pertise to the broader lottery community. its executive leadership team since then. bers in close cooperation with the Basel World Cup™, FIFA has formally set up an • any credible rumors about irregularities is its ability to combine the lottery related We regret John’s decision to step down, Before that he worked for 26 years at the business office. Thierry will work with Early Warning System to help investigate surrounding a match. business acumen of each of its sharehold- but thank him for his great leadership and French Ministry of Defense and for five Hans Savonije and John Branscombe to suspicious betting patterns on the 2010 er companies. Intralot is the company’s the instrumental role he has played in the years with the Rothschild Group in charge secure a seamless hand-over in the com- FIFA World Cup™ qualifiers and the finals in All WLA members offering sports betting international technology and strategic WLA’s emergence as a standard-setter in of safety and security. His membership of ing weeks. John will be requested to serve South Africa. are encouraged to immediately report any partner and owns 18%. The South African the field of lottery security and risk man- the senior management team of one of the the WLA on an ad hoc basis. Please join relevant information which could be useful government owns 20%, and other major agement. John will be handing over some world’s leading lotteries, together with us in congratulating Thierry on this chal- Under our agreement with FIFA, WLA mem- for other lotteries in regards to match-fixing shareholders include Gravitas Investment of his tasks to a number of the current his extensive experience with the various lenging appointment and in wishing John bers will provide relevant betting information connected with FIFA competition matches. Holdings, Kopano Ke Matla Investments, members of the SMRC. dimensions of security and his prior en- a successful future. to assist investigation of suspicious patterns Please contact Jens Nielsen at jn@dan- Nozala Holdings, Partnership Investments gagement in WLA matters, make Thierry of betting on these games. skespil.dk or [email protected]. and Vunani Capital Holdings with 10.8% The WLA is pleased to announce the an excellent and worthy successor to John each. appointment of Thierry Pujol, Head of Branscombe.

6 Spring 2008 7 APLA 2007 Regional Conference, Tokyo, 26 - 29 November 2007

APLA Chairman Henry Chan (center), Endoh Yasuhiko, President of the Japan Lottery Association (left), and Satoshi Ninoyu, Vice-Minister for Internal affairs and Communications (right), opened the conference with a traditional Japanese ritual followed by a ceremonial sake toast.

Endoh Yasuhiko introduced the theme of the conference: WLA President Arch Gleason provided a global summary of lottery The Three S’s – Synergy, Sustainability and Social Value. sales and the estimated funds returned to society for good causes.

From community values to neuromarketing under uncertainty and, in a broader sense, are showing accelerated growth through Mathius Hedlund, VP Direct Division, the triggers for our decision-making pro- innovation and a continuous drive for ex- Svenska Spel discussed the “secret” to cesses. Decisions are made in less than 2 cellence. his company’s long-term success – the seconds – so how are these decisions in- customer! Svenska Spel operates mul- fluenced? Extensive studies are underway Organized under the leadership of APLA tiple distribution channels and its cus- to better understand how the brain works Chairman Henry Chan and of Endoh tomers’ expectation about social value is in the decision-making process. There are Yasuhiko, President of the Japan Lottery very high. Svenska Spel has increased its also experiments looking at the relation- Association, the conference was an ex- market share in this context by leverag- ship between brand and brain activity and ceptional event and a multi-dimensional ing its corporate brand and pursuing an between media channels and brain activ- learning experience. In addition to the active product development strategy. At ity. This complex science is still in its de- knowledge and conceptual content of the Synergy, sustainability and social value the same time, the Swedish lottery has velopmental stage, but the research could conference itself, delegates had ample op- focused on the customer’s gaming experi- ultimately have a significant influence on portunities to network with peers from The third conference of the Asia Pacific Lottery Association (APLA) was held in GDP was in China and India. By 1970, this ence in an effort to build a community of mainstream consumer marketing. other lottery jurisdictions in the region proportion had fallen to 10% but by 2020 players. Organization is another success and from across the globe. vibrant Tokyo in late November 2007. Hosted by the Japan Lottery Association it will be back at 50%. The importance of factor, with internet gaming organized Asian advances and themed on “Synergy, Sustainability and Social Value”, the conference was this shift back towards Asia must be rec- as an independent business unit, and Among the conference’s key conclusions With its highly professional staff and ognized in growing economies, and offers Svenska Spel has found that profitabil- was that the fast growth of the world impeccable organization, APLA’s third attended by over 150 delegates from 59 organizations representing 20 countries. a potential area of development in Asia ity rises significantly when customers use economy in general, and of the lottery conference was a showcase for Asian hos- Pacific lottery partnerships or bloc type both the internet and retail outlets. world in particular, is largely driven by pitality at its best and a milestone in the Regional synergies arrangements. advances in Asia. Both sophisticated and region’s continuing quest for sustainable In his opening address, APLA Chairman The lottery’s own research points to a emerging lottery operations in this region excellence in the lottery world. Henry Chan invited delegates to broad- Hiroyuki Watanabe of Toyota Motor higher share of problem gaming amongst en their horizons not only within their Corporation discussed the carmaker’s users of mobile/online distribution chan- own organizations and countries but also plan for sustainable production of hybrid nels and the need to help users in track- Players with a passion within the Asia Pacific region. Developing vehicles and phasing out petroleum-based ing their spending. Svenska Spel now uses these same thoughts, Prof. Motoshige Itoh, vehicles over the next 30 years. His pre- its Customer Relationship Management Some 70% of the Japanese adult popula- Bank, during the APLA conference gave Dean of the Graduate School of Economics sentation offered some fascinating insight (CRM) system to identify players who are tion have played the lottery since the Japan delegates an idea of the Japanese playing at the University of Tokyo, set a strategic into technological research processes as increasing the frequency of their gambling Lottery Association was formed 60 years public’s attachment to their lottery games. context for the conference with a focus on lottery organizations in the Asia Pacific well as stressing the importance of strong rather than tracking players who do not ago. Current sales revenue is around 1 The number 1 is a lucky number in Japanese the importance of working with neighbor- region needs to be viewed in this context, leadership. Mr. Hiroyuki built his pre- spend enough. The lottery considers this trillion yen (US$9.2bn) for a population of culture, and, as luck would have it, booth ing countries. The Asian region now has a Prof. Itoh said. sentation around Sir Ernest Shackleton’s an extremely important business tool and some 120 million. Japanese players’ dreams No. 1 in the Ginza district of Tokyo had sold type of trade bloc, with an ever-increasing 1914-1916 Endurance expedition across strategy in helping to achieve and main- tend to be modest and grounded in day-to- tickets for two of the last five top prizes in amount of intra-industry and intra-com- Sustainability and leadership the Antarctic. He pointed to some of the tain its level of corporate responsibility. day events such as paying for a wedding the lottery just before the video was made. pany trade across national borders in a WLA Executive Director Hans Savonije key factors that had enabled the legend- or buying a home. But that doesn’t stop People were flooding in from all over Tokyo lightly regulated environment. He pointed presented a manifesto for Building ary explorer’s team to survive and suc- Sasaki Atushi, Planning Director, Consumer them playing with a level of passion – and – indeed, some had flown in specially from out that free trade agreements, which Sustainable Gaming Excellence and ceed. Shackleton set clear targets; his Analysis Office Centre for Consumer patience – that testifies to the social and other cities – to buy lottery tickets from the were limited to Europe fifty years ago, stressed the importance of placing con- crew shared in the process; he instructed Studies Dentsu Inc, provided an outline of cultural significance of the lottery in the land “lucky” booth. The queues were up to 400 now number more than 250 worldwide sumers and societal changes at the core the crew in how to act in an emergency; neuromarketing – the study of behavioral of the rising sun. A short video on Japan’s meters long, but in the queue-conditioned and add to the complexity of developing of our thinking. These drivers create they maintained a sense of urgency; and economics – a discipline that fuses mar- Jumbo Lottery screened by Takashi Yoshida, city of Tokyo, the extra wait was perfectly partnerships with other countries. The huge opportunities and huge issues, Hans Shackleton had faith in his crew and del- keting with brain science and cognitive Manager of the Lottery Division of Mizuho acceptable for a chance to win a prize! notion of building partnerships among Savonije said. In 1820, 50% of the world’s egated authority. science. This includes studies of judgment

8 Spring 2008 9 WLA Convention and Trade Show Rhodes, Greece, October 19-24, 2008

Sharing the values of fortune

The verb sharing reflects the universal constituent of games of chance, the widespread prosperity, the team spirit and the ability to divide the historic itinerary of fortune. The word values conveys the significance of the elemental sense of betting and taking part in games of chance, the fundamental rudiments that shape the importance of fortune and the ethical approach to gaming. The word fortune showcases the momentous assessment of luck, akin to that of prosperity.

Continued on the following page.

10 Spring 2008 11 WLA 2008 Convention and Trade Show OPAP is aiming for the complete satisfac- Greece is a reliable and secure country The Island of Rhodes WLA Convention and Trade Show. This guests from all over the world a variety tion of each and every delegate. Members combining natural beauty, a unique cul- history of hosting events is probably why of recreational activities, with a champi- OPAP is delighted to invite the global of the global lottery community will have a tural history and world-class facilities. Our The largest island in the Dodecanese, the whole of Rhodes has an international onship golf course, a casino, the nation- lottery community to participate in the unique chance to improve their knowledge country has proved more than capable to Rhodes is an important crossroads of atmosphere and will help to make the is- al theatre, various festivals and cultural 2008 WLA Convention and Trade Show of the international gaming sector while cater for the organizational needs of com- three continents and many diverse civi- land an ideal destination. events, numerous restaurants and cafes, on the Greek island of Rhodes in October. building relationships with executives of plex and large-scale events. With a state- lizations. Its rich history and cultural lush parks and a vast array of archaeo- We promise to host you in the true spirit corresponding companies abroad and ex- of-the-art transport, telecommunications, wealth, combined with its cosmopolitan Rhodes is also known as the Island of logical sites. of hospitality – philoxenia – combining changing views and ideas concerning vari- hospitality, conference and environmental and luxurious atmosphere, and the unique Roses due to its superb gardens, the Greece’s unique history with our contem- ous areas of our industry. infrastructure, and a unique sense of ser- colors of the Aegean, will contribute to the Island of the Sun due to its good weather With its mild weather all year round, the porary achievements. vice, Rhodes is an ideal conference desti- success of such an important event and and the Island of St. John’s Knights due hospitality of its people, its natural beauty, We are committed to sharing the expe- nation that has a special legacy to share appeal greatly to participants. to its unique and very well preserved me- historic monuments, masterpieces and We are committed to doing everything in rience of developing and managing the with the global lottery community. dieval city – a world heritage site pro- legends – the Colossus of Rhodes was one our power to stage a successful event. A future of our lottery industry, as we be- Rhodes is also a full member of the tected by UNESCO. The Medieval City of of the seven wonders of the world – the group of very experienced lottery staff lieve that OPAP and the various lotteries Together, let us build the future of lottery! European Federation of Conference Towns Rhodes is of great cultural and historical island combines traditional values with a will be supporting the team of skilled and around the world have many common and the Organization of World Heritage importance as it is the biggest and best- modern, cosmopolitan lifestyle to create a qualified professionals. goals and objectives. Cities, thus offering a safe environment preserved medieval town in Europe, with uniquely romantic character and an un- and an ideal choice for major events. The over 6,000 permanent inhabitants all year forgettable experience! island has hosted many European and round. Rhodes facts and figures A colorful history international conferences and major po- litical events in the last fifty years and Rhodes is a very lively island through- • The largest of the Dodecanese islands in • The Minoans came to Rhodes in the 16th began for Rhodes, when the Roman Empire therefore has the essential know-how, ex- out the year. Its main capital, combining terms of both land area and population. century BC, and the island was later in- was split and the eastern half gradually perience and infrastructure required to the Medieval City and the modern city of • As of 2001 Rhodes had a population of vaded by the Persians before they were became a Greek empire. host a key industry gathering such as the Rhodes, is very cosmopolitan and offers 117,007, of which 53,709 resided in the defeated by the forces from Athens in 478 • In 1309 the island was subjugated by capital city of the island. BC. forces of the Knights Hospitaller. Under • The island of Rhodes is 79.7 km (49.5 • The Colossus of Rhodes was a bronze the rule of the newly named “Knights of miles) long and 38 km (24 miles) wide, colossus of the Greek god Helios, erected Rhodes”, the city was rebuilt into a model with a coastline of approximately 220 km between 292 and 280 BC. It is considered of the European medieval ideal. Is Your Lotto Game Up-to-Speed? (137 miles). one of the Seven Wonders of the Ancient • After the Knights of Rhodes moved their • The predominant religion is Greek World. It stood over 30 meters (107 ft) high base of operations to Malta, the island be- Orthodox, with a significant Catholic mi- until it was destroyed in an earthquake af- came a possession of the Ottoman Empire nority, and a Muslim minority dating back ter just 54 years. Afraid they had offended for nearly four centuries. to Ottoman Turkish times. Helios, the Rhodians left the remains on • In 1912, Rhodes was seized from the Turks • The main industry of Rhodes is tourism. the ground for over 800 years. by the Italians, and in 1948, together with • Rhodes was the film setting for “The • In 164 BC, Rhodes signed a treaty with the other islands of the Dodecanese, was Guns of Navarone” (starring Gregory Rome, and became a major schooling united with Greece. Peck and Anthony Quinn) and “Escape to center for Roman noble families, especially • In 1949, Israel signed an armistice agree- Athena” (starring Roger Moore and Telly noted for its teachers of rhetoric. ment with Egypt, Jordan, Lebanon, and Savalas). • In 395, the long Byzantine Empire period Syria on the island of Rhodes.

Lottery Dynamics Corp. | www.lotterydynamics.com | +1 214.736.9387 Spring 2008 12 11551 Forest Central Drive | Suite 118 | Dallas, TX 7524313 USA Marika Capsis 2000 Convention Center features Greece’s largest naturally lit multi-purpose room

Venue and accommodation past 30 years and provides state-of-the- sea breeze and the luxury of a fully reno- art telecommunication services, transla- vated world-class hotel complex. Convention and Exhibition Center tion systems and the latest technology in The Marika Capsis 2000 Convention audiovisual equipment. Rodos Palace Hotel Centre is located adjacent to the Capsis For those seeking the intimacy of luxury, Hotel Rhodes resort hotel, within 4 km Capsis Hotel Rhodes the Rodos Palace Hotel presents a refined of the Medieval City and just 11 km from The convention center is part of the Capsis accommodation choice with 785 guest Rhodes International airport. This venue Hotel Rhodes, which features 691 execu- rooms conveniently situated just across is the largest resort convention center in tive rooms. Guests will find all the busi- from the convention center for immedi- Greece and one of the largest in Europe, ness and leisure facilities they require, ate access. Located on one of the most al- with a conference capacity of 8,000 del- such as the conference and exhibition luring destinations of the Mediterranean, egates and a total of 100 meeting rooms. centers, restaurants and bars, various Rodos Palace constitutes the finest deluxe The convention center features Greece’s sports and recreational activities, multi- resort complex on the island of Rhodes. largest multi-purpose room with natural lingual hotel staff, superb catering and Designed in a trend-setting style, blending lighting, holding up to 3,400 delegates, banqueting facilities, as well as 24-hour luxury with space and freedom, this classy 5,990 sq.m. of exhibition space, and a room service. The facility has been cre- hotel combines refined accommodation fully equipped business center. The or- ated with every attention to detail in order standards with an exceptional array of re- ganization has staged congresses for the to harmoniously combine the refreshing sort facilities.

Spotlight on the host company

OPAP SA is the leading bodies in sports, culture, healthcare and edu- The company takes an active part in various gaming company in Greece cation is tangible proof that entrepreneurship promotions, conventions and fairs, and has and currently holds the can go hand in hand with social responsibil- sponsored numerous sports, cultural and sole concession to operate ity. In the last few years, active citizens have other events. By constantly renewing its and manage nine existing witnessed significant actions on behalf of the corporate image, it has established a modern numerical lottery and sports company, which serve as a positive example profile for each one of its current games. betting games. The company and guide for the Greek business community. also holds the exclusive right Such actions have accentuated and estab- OPAP closely monitors the international gam- to operate and manage absolute and variable lished a new relationship between business ing sector and plays an important role in its fixed odds betting, subject to government ethics and social care. worldwide activities. Through its membership approval of each game. By virtue of the com- of various international gaming bodies and pany’s position as the market leader in the OPAP is a high-performance organization organizations, including the WLA, European Greek gaming industry, OPAP believes that that operates in an environment of teamwork Lotteries (EL), the European Football Pool the operations have a significant impact on and highly skilled professionals. Through its (EFP) and the European Association for the the public’s gaming activities and should be quality management system, the company Study of Gambling (EASG), the company carried out in a socially responsible manner. has developed policies, procedures and solid plays an active role in the international de- infrastructures to ensure that employees can velopment of the sector. OPAP is one of the most prominent compa- successfully perform their tasks, improvise nies to be governed by a sense of reciproca- when necessary and direct themselves to- tion to society. Its contribution to various wards continuous improvement.

14 Spring 2008 15 Technology Security and Risk Management Fast prototyping for lottery games Lottery scams: A taste of things to come?

Good lottery games are based on good As lottery organizations expand their for these loophole artists to inexpensively none of the Euromillions branding and no ideas, but many of those ideas will gain daily or even more frequent access to way to identify the operator. Only regis- web presence and consumers become listings of domain names that are about to tered players can officially take part in come to nothing because of limited more at ease with online transactions, expire or already have. Once the list is in Euromillions online. But our test clearly resources. As competition with other hand, it is a trivial process to automate the shows that scope exists for luring an un- our brand capital and reputations are registration, traffic tracking, and possible suspecting visitor to send money and fi- entertainment media increases, con- becoming increasingly vulnerable. deletion of the names. nancial information to an unofficial ticket sumers are becoming more demanding agent or a scammer. And who knows if Ed Stefan* describes the practice of Minimizing due diligence these sites will still be there by the time and lottery product life cycles are “domain tasting” and explains how The process is resulting in fewer and few- you read this article? getting shorter. Finnish lottery opera- er generic domain names being eligible expired domain names and look-alike for acquisition, thus pressing some of the In late January 2008, the official domain tor Veikkaus and Advant Games, a websites have the potential to under- registrants involved to widen their search name oversight body ICANN made a pro- spinoff from Tampere University of criteria and minimize their due diligence posal that would end tasting by charging mine years of brand-building effort on the retained names. As such, some fees on registrar domain registrations Technology, are applying an innova- and damage the public’s trust in their as soon as a domain name is registered. tive model-based development pro- Registrars will vote on this issue in June Advant Designer Suite enables rapid prototyping of new lotteries. Well-known brands, 2008, but they stand to lose financially cess to evaluate new game concepts games and streamlines the whole design process. lotteries included, are since their overall registrations will drop more quickly than ever before. In our last issue, we briefly touched on and they have already invested to auto- the heightened legitimacy that a scammer finding variants of mate their processes to allow for the auto- Ten years of cooperation oped independently or simultaneously by cal evaluation report covers various esti- derives from registering an authorized their names registered matic deletion of registered names. Veikkaus started working with Tampere multiple design team members. By reus- mated social aspects based on availability, internet domain name when it is uninten- University of Technology in 1998 on real- ing existing modules and automating most attractiveness and the economic risk in- tionally allowed to expire. In response, to registrants with no Whatever the outcome of the vote on do- time gaming network management and of the repetitive tasks involved in game curred by the player through excessive some have inquired how this acquisition commercial basis for main tasting, the business viability for the security solutions. Those developments design, the toolset enables rapid proto- gaming. As a result, the game’s problem- is possible and what other intentions the acquisition of similar sounding lottery do- pointed to the need for a more structured typing of new games and streamlines the atic features can be recognized during the would-be scammer could have. Enter the holding the name. main names for phishing purposes will re- approach to lottery game development whole design process. design process and adjusted to meet the world of domain tasting. main unchanged. and ultimately led to the invention of a policy of the lottery company and comply model-based lottery game design method. The need for speed with local legislation. In its simplest form, domain tasting is the As our organizations’ internet presence The method supports systematic lottery Innovative games with narrow target process of registering internet domain continues to define us, we cannot afford game development and substantial design groups and short life cycles have to be By adopting the new model-based design names that have been allowed to expire to sit idly while others profit from the automation and is now part of Veikkaus’ developed quickly if lottery organizations process in the early phases of product in an attempt to determine their market- well-known brands, lotteries included, are brands we have so diligently worked to overall product development process. are to remain relevant to their player development, Veikkaus can build proto- ability. Tasters register the newly expired finding variants of their names registered build and protect. Staying in the loop on A university research group developed base. Fast, reliable evaluations of new type games within as little as 24 hours of domain and retain it if the web traffic it to registrants with no commercial basis changes such as the ones being proposed the new model-based methodology, a tool ideas and concepts are thus essential, a brainstorming workshop. Game ideas receives pays a dividend. If a particular for holding the name. by ICANN is simply good risk management framework, and an infrastructure for an and publishing test games is a vital part are later refined, simulated, extended and website name fails to drive traffic, the re- in action. online game test site. The work formed of the design process. The key strength modified as they converge towards new sultant cancellation provides a full credit A quick test on the Euromillions theme, the basis for a complete, automated lottery of the new methodology is its ability to products. Existing products can also be of the original registration fee so long as it for example, reveals some interesting re- game design environment combining the speed the development of game ideas into rapidly altered to extend their life cycles comes within a five-day grace period. The sults. While www.euromillions.co.uk redi- *Ed Stefan serves as the Chief university’s interdisciplinary research on working prototypes. These prototypes are and widen the product family. new domain name owner typically places rects the user to the official UK National Information Officer for the Multi-State interactive lottery games with Veikkaus’ then used for internal dissemination and “Any idea that gets picked up from the miscellaneous advertising on the possibly Lottery site, typing in www.euromillions. Lottery Association and is Deputy expertise in game modeling and lottery pre-marketing to provide a solid basis for innovation management system can now temporary site, capitalizing on pay-per- de (or www.euromillionen.de) sends the Chairman of the WLA’s Security and Risk theory. Advant Games was founded to business decisions. be turned into a playable demonstra- click advertising – or potentially uses the user to an online gaming site that includes Management Committee. commercialize the research findings, and tion of a product in a matter of days,” new page ownership to legitimize a phish- its first product, Advant Designer Suite, The new design process centered on the says Riku Soininen, business development ing scam. What can lotteries do? names once their original intended use has was formally adopted by the Finnish lot- Advant Designer Suite toolset is focused manager and innovation process leader at been fulfilled. tery last year. on the consumer and incorporates so- Veikkaus. “Compare that with the weeks it Tasting has been a serious challenge for To combat the threat of brand erosion, unof- s5SING)#!..S5NIFORM$OMAIN .AME cial and legislative aspects as well as re- can take to prepare definitions and brief the Internet community and has grown ficial ticket sales and phishing, lottery orga- $ISPUTE2ESOLUTION0OLICYSEEHTTPWWW The new model-driven development pro- sponsible gaming issues. As part of the a software supplier to develop a game exponentially since 2004. In January 2007 nizations should consider: ICANNORGUDRP ANDOTHERRESOURCESTO cess results in seamless design flows, with overall effort, Veikkaus and the Finnish prototype. The new methodology saves us the top 10 domain tasters accounted for VIGILANTLYPROTECTTHEIRTRADEMARKS game functionality and mathematics im- Slot Machine Association developed a tool time and money, which is vital at the inno- 95% of all deleted .com and .net domain s%NSURINGTHECONTINUEDREGISTRATIONOFAL- s/WNINGORCONTROLLINGADDITIONALSIMILAR plemented as a set of independent models. known as Responsibility Evaluator for vation front end.” names — or 45,450,897 domain names out ready owned domain names. sounding domain names with redirects New lottery games are built from reusable performing multidimensional analysis of of 47,824,131 total deletes. Innumerable s%VALUATINGTHECONTINUEDVALUEOFDOMAIN back to the official home page. modular components that can be devel- game products and concepts. A graphi- businesses have sprung up as sources

16 Spring 2008 17 WLA Responsible Gaming Framework WLA 2010 Convention and Trade Show Organizing for full deployment A bright future in Brisbane

The WLA Responsible Gaming Framework has been developed to help lottery and execution of implementation plans. This group will have two leads, each organizations incorporate the Responsible Gaming Principles – formally ad- a member of staff of the organizations opted by the membership in Mérida in 2006 – into their day-to-day operations. headed by the Committee Chair and Deputy Chair. Anne Pattberg, Corporate As per the WLA General Assembly decision of November 16, 2006, the minimum Responsibility Manager, Camelot Group requirement for any WLA member is a Level 1 declaration by its CEO to adhere plc, and Mike Randall, Vice President, Social Responsibility & Communications, to the WLA Framework. Letters of Commitment need to be posted to the WLA Atlantic Lottery Corporation, will serve as Executive Director no later than July 1, 2008. co-leads of the Working Group. They will liaise with the WLA Executive Director and work directly with the WLA Framework To ensure the Framework will serve as Asia; Australia and New Zealand; Europe; coordinator to execute the plans. the foundation for WLA organizations’ and Africa. Each panel will consist of an responsible gaming programs, the WLA independent CSR expert, a chair and a Framework coordinator Lottery professionals from around Reef. The Great Barrier Reef is a nat- that the future of the industry is assured. A Executive and its CSR Committee recently peer reviewer. The WLA is currently re- For the past year, Janet MacBeth of ural wonderland that comprises clear Bright Future is what all lottery organiza- reviewed a number of items that will con- cruiting for these positions. If you are Atlantic Lottery Corporation has held the the world will converge on Brisbane, turquoise waters, colorful corals and iri- tions should aspire to. Each organization tribute to successful implementation. aware of either a suitable peer reviewer position of Framework coordinator. With Australia, in 2010 for the WLA descent tropical fish and marine life. has a role to play in its respective juris- or a knowledgeable independent reviewer Janet’s one-year secondment now ending, diction and has a responsibility to ensure Mandatory membership candidate we look forward to your sugges- Mélissa Azam has been appointed as WLA Convention and Trade Show to be Golden Casket has chosen the symbol that its communities and beneficiaries also Lottery organizations are reminded that tions and ideas. coordinator of the Responsible Gaming hosted by Golden Casket Lottery of the butterfly fish for the Convention benefit from a brighter future. Prominent entry into Level 1 of the Framework is a logo as it represents all that is bright in keynote speakers will challenge delegates’ condition of WLA membership. All lotter- Fees and timelines Mélissa Azam: the Corporation. thinking and will explore global best prac- ies that are not making already plans to Application for the Responsible Gaming newly appointed tice across a range of topics. enter Level 2, 3 or 4 should submit their Framework needs to be made to the WLA WLA Responsible The convention will be held from October Level 1 Letter of Commitment to the Basel Basel office. The application fees for Level Gaming Framework 31 to November 5, 2010 in Brisbane – a Golden Casket is one of Australia’s oldest business office as soon as possible. 1 and Level 4 are CHF 1,200. The applica- coordinator modern, dynamic and sophisticated city lotteries. It is the licensed lottery operator tion fees for Level 2 and Level 3 are CHF [email protected] that revels in its relaxed outdoor lifestyle. for Queensland and has been active in the Level 4 third-party assurance 4,000. If a member moves forward for a Brisbane is Australia’s third-largest city Queensland and at Golden Casket – and state for over 90 years. Today the com- The WLA will adopt the European Lotteries next level application within 18 months of and one of the world’s most popular holi- the bright future that lies ahead for the pany and is part of Tatts Lotteries, the lot- selection criteria for third-party assurance its last application, it will be credited for day destinations. With an international lottery industry. Indeed, “A Bright Future” tery business unit of Tatts Group Limited, providers. This will ensure that the re- its first payment. airport for easy access, world-class con- is the chosen theme for the entire 2010 a major Australian provider of gambling quirements for both the WLA Framework Framework project effective March 1. ference facilities and amazing natural at- WLA Convention and Trade Show. and entertainment products and servic- and the EL Standard are verified by simi- CSR Committee structure Mélissa has served the WLA since 2005 at tractions, Brisbane promises to provide es both in Australia and internationally. lar organizations with the same qual- To ensure that the Framework continues the Montreal Office in an increasingly de- delegates with the trip of a lifetime! The lottery industry is constantly evolving Golden Casket and Tattersall’s are long- ifications. Operators can choose their to be relevant to members, a new struc- manding role. She has an administrative in line with global changes and develop- standing members of the WLA and have providers, but the WLA must have proof ture for the CSR Committee has been final- background and is currently finishing her A bright future ments. As an industry and to ensure long- hosted a number of international WLA that the organization meets all the neces- ized. The Committee will have members masters degree in international adminis- Queensland is well known around the term sustainability, it is critical that lottery events. Golden Casket looks forward to sary criteria before the assessment is con- from each of the regions covered by the tration. She will be responsible for overall world as the location of the Great Barrier organizations keep abreast of changes so seeing you in Brisbane in 2010! ducted. This will enable our EL members assessment panels. A Chair and Deputy management of the program and will also to address the WLA and EL requirements Chair will facilitate meetings and decision- assist with the assessment process. in a cohesive manner. making, and will work with Committee members to ensure success factors are Communication Assessment panels met. Dianne Thompson, CEO of Camelot As well as deploying the Framework pro- To guarantee independence and account plc, and Michelle Carinci, President and cess, the Committee and Working Group for regional differences, three-person re- CEO of Atlantic Lottery Corporation, have will support the program design for the Entrust your gional assessment panels are being es- agreed to continue to serve in these roles. WLA’s CSR seminars. This year’s seminars Entrust your tablished to review applications for entry are planned in, amongst others, Canada, into the Framework. Individual panels CSR Committee members will act as am- Malaysia and Mexico (see pages 25-26). will be set up in each of the following bassadors for the program in their re- PrintingPrinting withwith us.us. regions: Latin America; North America; spective regions. They will research and propose ideas for consideration by the AndAnd restrest assured.assured. Committee, as well as recruiting members of their staff to be part of the CSR Working Group. The Working Group is responsible for planning, development

18 ???? 2008 19 GOOD CAUSES:getting the message across

With an adult population of 1.2 million, South Australia comprises less than 8% of the Australian population. Appoximately 74% reside in the capital city, Adelaide. Back in 1965, the public voted overwhelmingly in favor of establishing a State-run organization to promote and conduct lottery games. The next year, the Lotteries Commission of South Australia, now known as SA Lotteries, was established to return profits to South Australia’s public hospitals – a function the organization continues to carry out today.

Initial doubts about the profitability of lotteries in South Australia were proven to be unfounded in the very early years of SA Lotteries’ operations. In its first de- cade, SA Lotteries had distributed more than AU$27 million to State hospitals and, by its 21st anniversary, was celebrating community returns in excess of AU$298 million.

“Now, more than 40 years later, SA Lotteries operates and promotes eight lottery games that collectively generate an annual turnover of almost AU$350 million,” says SA Lotteries Chief Executive June Roache.

All profits from Lotto, Oz Lotto, Powerball, Instant Scratchies, Keno and Super 66 are distributed to South Australia’s Hospitals The SA Lotteries Fund, with The Pools profits directed to Symphony Sessions the State’s Recreation and Sport Fund. program is aimed at Delivering health and wealth Since 1967, more than AU$1.8 billion in promoting the positive SA Lotteries game profits have been con- effects of music on health tributed to the provision, maintenance, and well-being in the development and improvement of State hospital community. to South Australians public hospitals and, since 1987, more

Continued on page 22

20 Spring 2008 21 “Social responsi South Australian organizations and events bility is not an to promote its community returns. The ‘Our profits go to hospitals. Feel add-on to our ex redevelopment of an existing partnership better?’ Last year, SA Lotteries gave isting operations. with the Adelaide Symphony Orchestra re- away 30,000 outdoor medical kits, It is inherent in our sulted in the launch of a series of perfor- which provided a tangible means of business purpose mances for patients at various wards in a promoting its principal beneficiary. and strategy.” local public hospital.

“This creative partnership provided the perfect complement to SA Lotteries’ existing returns to South Australia’s hospitals, and supported the growing body of SA Lotteries research into the positive contribution of Chief Executive music to the general well-being of people June Roache in the community and in health care,” says June Roache.

Continued from page 21 in game profits are directed to public hos- A similar partnership was formed with the pitals via the Hospitals Fund. Given this world’s second-largest arts event, the an- than AU$8 million has been returned to legislative arrangement, tangible provi- nual Adelaide Fringe. The Fringe Goes to support recreation and sport and develop sions of the profit distribution are un- Hospital program brings Adelaide Fringe local sporting facilities and services. available and, as such, SA Lotteries must performances to various metropolitan explore other opportunities to promote hospitals for those not well enough to at- Raising public awareness this community contribution. tend shows. SA Lotteries has extended While most players are familiar with its its involvement with the 2008 event by games, SA Lotteries found that many In September last year, SA Lotteries united providing 2,000 outdoor medical kits for South Australians were largely unaware with the State’s largest newspaper to give attendees at the Adelaide Fringe Family of the magnitude of profits distributed to away 30,000 outdoor medical kits, which Weekend. its beneficiaries. In May 2007, SA Lotteries provided a tangible means of promoting celebrated the 40th anniversary of the sale its principal beneficiary. Customized with SA Lotteries has also implemented a of the first lottery ticket, which presented the message, “Our profits go to hospitals. scheme to benefit the local women’s and As Sprint Jersey sponsor of the Tour an ideal opportunity for the State-owned Feel better?”, South Australians received children’s hospital. The initiative provides Down Under, SA Lotteries is able to and operated organization to promote its a free medical kit upon presenting tokens family movie passes for long-term pa- promote its returns to a spectator contributions to health and sport. from three consecutive editions of The tients upon discharge from the hospital’s audience in excess of 400,000. Advertiser/Sunday Mail newspaper at an high-dependency unit. SA Lotteries’ sup- SA Lotteries developed a 40th anniversary SA Lotteries agency. Numerous editorial port also extends to the nursing staff at logo with the tagline “Prizes to players. and pictorial opportunities were also of- the hospital, who are rewarded with an Profits to hospitals.” The commemora- fered to SA Lotteries as part of this media SA Lotteries’ corporate picnic pack as part tive logo features on SA Lotteries’ corpo- partnership. of the hospital’s Staff Recognition Scheme. rate and brand advertisements, stationery, Further, by developing these corporate game material and agency point of sale To further promote its returns to the com- picnic packs for community fund-raising until the conclusion of SA Lotteries’ 40th munity, each year SA Lotteries forms purposes, SA Lotteries has discovered yet SA Lotteries advertisement celebrating 40 years of returning profits anniversary year. SA Lotteries’ retail net- an annual partnership with a metro- another way to benefit its local communi- to South Australian hospitals. work was “wrapped” in the 40th anni- politan radio station to grant the wishes ty. To date, SA Lotteries’ fund-raising kits versary branding during the two-week of South Australians during the lead-up have been forwarded to more than 100 launch period, which gave the logo and to Christmas. Each year, the two-week local clubs, schools, sporting groups and tagline high exposure across a diverse Christmas Wish promotion encourages charities for use as prizes for fund-raising mix of businesses, including newsagents, adult listeners to register their dreams for raffles, quiz nights or sporting days. delicatessens, chemists, supermarkets, ki- Christmas on the radio station’s website. The lottery tickets include osks, service stations, hotels and clubs. The wishes of ten South Australians are Support for sport messages that promote SA Lotteries’ SA Lotteries’ 545 agencies provide con- granted by SA Lotteries, which utilizes the Capitalizing on its returns to the Recreation contributions to hospitals. venient access for the 74% of South on-air opportunity to promote its returns and Sport Fund, SA Lotteries enjoys a Australians who play at least once each to State hospitals. strong association with sport in South year, generating more than 55 million lot- Australia. Australia’s premier cycling race tery tickets. Many of these tickets include Cross-promotions with a difference and the only ProTour event outside of messages that promote SA Lotteries’ con- SA Lotteries has also identified the need to Europe, the Tour Down Under provides tributions to hospitals. align its sponsorship focus toward hospi- SA Lotteries with a high-profile way to pro- The commemorative logo has helped to tal-related projects and initiatives, seeking raise public awareness of the extent of Each year, approximately AU$86 million strategic partnerships with other iconic Continued on page 24 the lottery’s support for its beneficiaries.

22 Spring 2008 23 League (AFL) matches at the State’s foot- strict regulatory responsible gambling and June Roache. “Our CSR program is not ball arena. Launching in March to coincide advertising codes of practice. To comple- SA Lotteries returns merely an add-on to our existing opera- with the start of the 2008 AFL premiership ment these codes, SA Lotteries proactively approximately 95 cents in tions. It is inherent in our business purpose season, SA Lotteries Footy Express is just implemented a 28-point compliance pro- and strategy, and has set the foundation another way SA Lotteries is benefiting the gram whereby each agent is audited to every dollar to the South for a bright future for SA Lotteries and the local community, while also helping to re- ensure that they are selling lottery games Australian community, South Australian community.” duce carbon emissions. in a responsible manner. The compliance program includes ensuring that all selling proving that it isn’t just SA Lotteries has played an intrinsic role Embedding responsibility in the organization agents have undertaken responsible gam- the winners who share the in the lives of most South Australians Extending its community returns beyond bling training, as well as the provision of a since the first lottery ticket went on sale in its legislative requirements, SA Lotteries dedicated training module on the preven- good fortune of lotteries. South Australia in 1967. Whether through has identified other best practice strate- tion of underage gambling. playing a lottery game, dreaming of a big gies to make a positive impact on busi- win or benefiting from SA Lotteries’ com- ness and the community. These strategies Working with legislators munity contributions, South Australians form the organization’s Corporate Social In a move strongly supported by have shared in many significant achieve- Responsibility (CSR) program, which has SA Lotteries, in 2007 the legal age to play ments and memorable moments that rep- been progressively implemented since lotteries in South Australia increased from sult, SA Lotteries is able to conduct special resent 40 successful years of lotteries in July 2006. 16 to 18 years. The age increase comple- appeal lotteries and direct 100% of profits the state. mented SA Lotteries’ own commitment to to an approved beneficiary. “The future success of SA Lotteries, like the promotion of responsible gambling. SA Lotteries returns approximately any organization, relies on whether it “Increasing the legal age to 18 has en- The strategies within SA Lotteries’ CSR 95 cents in every dollar to the South can adapt its business practices to bet- hanced SA Lotteries’ existing harm mini- program are measured and regularly Australian community – a practice that is ter benefit the community it operates in,” mization program,” says June Roache. monitored and reviewed by a committee set to continue well into the future – prov- says June Roache. “The ongoing imple- of staff members, who each represent a ing that it isn’t just the winners who share mentation of SA Lotteries’ CSR Program is In 2007, SA Lotteries pursued legislative department within the organization. the good fortune of lotteries. championed by a committee of passionate changes to allow the conduct and promo- staff members and embraced by all em- tion of special appeal lotteries to benefit “To make a real difference, CSR takes ployees.” 210x145State-based 16/8/07 causes 10:47 or Page disasters. 1 As a re- a whole-of-business approach,” explains

Segmented into four impact areas – environmental, social, economic and corporate governance – SA Lotteries’ program is centered on minimizing the organization’s impact on the environment and maximizing the social and economic ben- efits it brings to the State.

The program, which is aligned with the State Government’s Strategic Plan, incor- French team Cofidis rider Mickael Buffaz wins the SA Lotteries Courtesy The Advertiser porates schemes relating to workplace Photographer: Sarah Reed. Sprint Jersey at Stage 2 of the 2008 Tour Down Under. giving, community support and corporate volunteering, which have so far benefited more than 75 community and not-for- Continued from page 22 contribution to the South Australian medi- profit organizations across the State. As cal industry. SA Lotteries ensured any part of the CSR program, lottery em- mote its returns. As Sprint Jersey sponsor visual of the SA Lotteries Sprint Jersey ployees manage and implement regular of the Tour Down Under, SA Lotteries is would also communicate its principal ben- events and initiatives to raise funds for able to promote its returns to a spectator eficiary. local charities. Each dollar raised by em- audience in excess of 400,000. During the ployees is matched by SA Lotteries, result- event, SA Lotteries gives away thousands SA Lotteries also maintains a focus on ing in charity contributions in excess of of promotional items from a vehicle form- minimizing its impact on the environ- AU$12,000 in just over 12 months. ing part of the official Tour Down Under ment, having already achieved its target parade, including medical kits, fortune in reducing greenhouse gas emissions SA Lotteries’ commitment to promoting cookies, caps and backpacks – all carrying four years in advance. This reduction was responsible play is also reflected in the the organization’s key message: “Prizes to achieved via the organization’s use of en- CSR program. While lottery products are players, profits to hospitals, support for ergy generated from renewable sources, rarely associated with problem play in sport.” This year, SA Lotteries partnered along with other environmentally efficient South Australia, SA Lotteries is mindful of with St. John Ambulance to facilitate the initiatives. SA Lotteries’ newest partner- the balance between social responsibility inclusion of an ambulance into the official ship is a free bus service, which transports and revenue generation. SA Lotteries and Tour Down Under parade to reinforce its South Australians to Australian Football its retailers operate in accordance with

24 Spring 2008 25 The case continues

Lynne Roiter, facilitator of the Global Legal Network, is head Enforcing the law: principles and practice of the WLA Montréal office and VP Corporate Affairs and Corporate Secretary at Loto- Québec.

As the United States makes its inten- reached its conclusion. These proceedings also concluded that the US was not ap- Antigua also filed for arbitration, seeking Enforcement Act (UIGEA) are still the sub- started over four years ago, so a short plying the prohibitions equally to foreign payment of the damages it was entitled The WTO has granted ject of much debate. The rules were pub- tions clear on cross-border gambling, recap might be in order here. Antigua and domestic service providers of remote to following the Appellate Body’s decision Antigua & Barbuda lished in October and 126 organizations the practicalities of online payment filed its complaint in 2003, and the WTO horseracing betting services since US law since the United States had not changed have since submitted comments. There is Dispute Panel found in Antigua’s favor in permitted interstate horse betting via the its horseracing legislation. limited compensation, and a concern that the rules as written are too bans are still the subject of debate on 2004, concluding that the US should bring internet. The US was given a deadline to several other countries ambiguous as to what sort of transaction both sides of the Atlantic. Meanwhile, itself in line with its GATS commitments bring its horseracing legislation into con- Again there were all types of dire pre- has to be blocked. Congressman Barney and amend its laws to permit cross-border formity, failing which it should open up its dictions. Antigua was seeking $3 billion have reached negotiated Frank, chairman of the House Committee European countries continue to internet gambling. Following this decision, market to foreign providers. a year in compensation – failing which it settlements with the on Financial Services, who is a vocal sup- defend their right to set policy on many of the remote gambling suppliers would retaliate by disregarding US intel- porter of regulated internet gambling, were confident that they had not only won Rather than change the terms of the lectual property laws. The EU claim was United States. plans to hold hearings on the matter in grounds of public order and public the battle but also the war. Their optimism Interstate Horseracing Act, the US gov- even higher, valued at $100 billion by April. morals. proved to be groundless. ernment announced in the spring of 2007 some industry representatives. that, as it had never been its intent in UIGEA has however met the test of its first United States changes its 1994 to include internet gambling services Compensation limited to horseracing court challenge. The Interactive Media Last year ended on a very positive note GATS commitments in its undertakings, it was correcting this However, once again the right of a nation Entertainment and Gaming Association for those who support the position that The US appealed the finding, claiming that “oversight” and modifying its GATS com- to restrict gambling services on grounds had sought a temporary restraining order states, for considerations of pubic order it had never been its intent to establish mitments to withdraw gambling services. of public order/public morals won out. At European internet gambling operators against the Act claiming that it violated and public morals, have the right to con- commitments for gambling services un- This in essence meant that the US was not the end of December 2007, the arbitra- were clearly disappointed at how the American civil rights and was contrary trol gambling access within their borders. der GATS and that in any case, even under contesting the Appellate Body decision. tion panel handed down its final decision, matter had played out. In a move to try to international treaty obligations. The But already the first quarter of 2008 has GATS, a WTO member is entitled to adopt awarding compensation of $21 million, a to keep the matter alive, the Remote motion was dismissed by the US District shown that legal challenges, both on the restrictive gambling laws to protect public While GATS does recognize the right of far cry from the loss of $3 billion Antigua Gambling Association (RGA) at the end Court of New Jersey at the beginning of national and international level, continue order and public morals. The Appellate a member to withdraw its commitments, had claimed. One of the reasons for the of December lodged a complaint with the March 2008. The Court found that it was to be the order of the day. Body’s decision was more favorable to the in so doing other countries affected by discrepancy is of particular interest – European Commission under the EU’s not its role to question the wisdom of a US. While it found that gambling services the modification can request compensa- namely, that the Appellate Body did not Trade Barriers Regulation, alleging that congressional act, nor was it appropriate At the start of 2008 there was every reason did fall under the US’s GATS commitments, tion. The European Union, Canada, Japan, find that the United States had violated its the US is selectively enforcing its laws to believe that Antigua’s WTO challenge to it recognized the validity of the public or- Australia, India, Costa Rica, Antigua and commitments in relation to all gambling against foreign suppliers of online gam- Congressman Barney US laws prohibiting internet gambling had der/public morals argument. However, it Macau filed for compensation. services. Horseracing was found to be the bling services in violation of WTO agree- Frank, Chairman of the only case where discriminatory practices ments. The private operators were forced House Committee on existed, so the compensation was limited to use this route as they have no standing Financial Services, The Unlawful Internet Gambling Enforcement Act to potential losses for that gambling activ- before the WTO. is a vocal supporter ity alone. of regulated internet On November 18, 2005, Republican US bill, known as HR 4411, was passed by the announced a merger of HR 4411 and HR 4777. The European Commission announced on gambling. Representative Jim Leach from Iowa in- House Judiciary Committee on May 25, 2006. The merger of these two complementary ap- Similarly, contrary to some earlier predic- March 10, 2008 that it would undertake troduced the Unlawful Internet Gambling proaches resulted in the Internet Gambling tions, negotiations with the EU over com- an investigation. The investigation could Enforcement Act (UIGEA) of 2005. The leg- On February 16, 2006, Republican US Prohibition and Enforcement Act. Under this pensation for the withdrawal by the US of take 7-9 months and could lead to WTO islation aims to cut the flow of money from Representative Bob Goodlatte from Virginia revamped measure, the Wire Act would be gambling services from its GATS commit- proceedings. However, now that the US for the court to speculate as to its effec- gamblers to internet gambling sites by pro- introduced the Internet Gambling Prohibition updated to cover new technologies, and ments ended in late December 2007 with has announced its intention to withdraw tiveness. UIGEA was found to be lawfully hibiting any person engaged in the business Act (HR 4777), designed to update The Wire criminal penalties would be enhanced for a settlement. The terms of the settlement gambling services from its GATS commit- enacted and it did not intrude on constitu- of betting or wagering from knowingly ac- Act of 1961 to include all forms of interstate gambling businesses knowingly accepting include opening up access to the US postal ments, the situation could change signifi- tional guarantees. cepting certain financial instruments, credit gambling and cover new technologies payment in the form of certain financial in- and courier sectors, research & devel- cantly during that time, and some experts cards and fund transfers for unlawful inter- including the internet. Like HR 4111, the struments, credit cards and fund transfers. opment, and storage and warehousing. are questioning what the RGA complaint The impact of UIGEA is being felt beyond net gambling. In addition, it would enhance Goodlatte bill would prohibit a gambling The legislation was passed by a vote of Gambling was not included. Settlements can accomplish. the borders of the United States. In the current criminal liability for those individuals business from accepting certain financial 317-93 in the US House of Representatives have also been reached with Canada, first week of March, the Canadian federal engaged in unlawful internet gambling and instruments, credit cards and fund transfers on July 11, 2006 and signed into law by Australia and Japan, while Costa Rica has The enforcement debate goes international government announced that it was con- require payment systems to implement pro- in illegal gambling transactions. In early July President Bush a few months later. filed for arbitration. In the United States, the long-awaited sidering similar legislation. This would cedures for blocking such transactions. The 2006, Representatives Leach and Goodlatte regulations that will govern the application of the Unlawful Internet Gambling Continued on page 28

26 Spring 2008 27 SPOTLIGHT People who make lotteries work The case continues Henry Chan Executive Director, HKJC Lotteries Limited

Things happen so Division in 1992 and has led the operation leisure industry so our products and ser- Continued from page 27 the Netherlands, only legislation dealing fast in Hong Kong ever since, overseeing a period of dramat- vices have to be just as attractive to meet France faces infringement with sports betting is covered by the rea- that it’s often said ic growth. that demand.” be a significant move against the 400-odd proceedings in Brussels if soned opinion, while for Greece the leg- you can leave for internet gambling sites that are based on islation involves sports betting as well as a week’s holiday One of his proudest achievements is the “The Hong Kong model has proved very the Kahnawake native reservation outside it goes ahead with its ban other games of chance. This move follows and find every- successful launch of a new football betting successful over the years and is much ad- Montreal, Quebec. on payments from foreign- investigations launched in 2006 which thing changed service in 2003, again at the government’s mired elsewhere in the world,” he com- led the Commission to conclude that in when you get request as the growth of live TV cover- ments. “I feel very proud of the HKJC’s Several European nations are also study- based internet gambling its opinion the Dutch and Greek gambling back. The Hong age had spawned a huge illegal market in achievements and the part I’ve been able ing the imposition of laws that would sites. laws are not compatible with EU law in Kong Jockey Club football betting. This involved recruiting to play.” require financial institutions to block pay- that the measures taken to restrict the (HKJC) has cer- some 4,000 new staff and training a fur- ments from unrecognized online gam- free movement of gambling services have tainly seen dramatic change over the past ther 6,000 existing employees within an Since 2000, Chan has been putting his bling companies. Norway, Germany, the not been shown to be necessary, propor- 35 years, progressing from a modest or- incredibly tight timescale. experience to further good use as an Netherlands, Turkey and Israel are all tionate and non-discriminatory. ganization centered on one racecourse to Executive Committee member and now considering such moves. a full-service, high-tech betting and lottery Football betting brought a fundamental Chairman of APLA, strengthening ties The governments now have two months operation acknowledged as a world leader change in the Club’s operations, as it was with other lottery operators in the region On March 4, 2008, the European to respond to the request, failing which in the industry. But one thing that has not now offering fixed-odds betting in con- and helping developing nations set up not- Commission issued a “detailed opinion” to the Commission could institute proceed- changed over the same period is the ever- trast to the pool betting system that had for-profit lottery operations. He has also France in order to stop it from adopting a ings before the European Court of Justice. present influence of Henry Chan. always been adopted for horse racing. been an Executive Committee member of decree that bans payments from internet However, it is interesting to note that It is expected that both Greece and the “Since 2003 I’ve also been a bookmaker!” the WLA since 2004, where his experience gambling sites other than those legally op- Italy, citing consumer protection concerns, Netherlands will defend their gambling Back in the early 1970s, the only legal Chan laughs, noting that HKJC is now the of HKJC’s responsible gaming policy has erated by La Française des Jeux and the adopted a law in 2006 sanctioning site- laws. In March and June last year, the form of betting in Hong Kong was on horse world’s biggest single football betting op- been a valuable contribution to the pro- PMU. This is the second intervention by blocking by ISPs, with stiff fines for those Commission issued reasoned opinions racing, and even that was limited to peo- erator. cess of establishing the WLA’s Responsible the European Commission. The first was that do not prevent access to the sites against Denmark, Finland, Hungary, ple attending the races at the Club’s single Gaming Framework. issued last July when France proposed to that have been blacklisted by the authori- France and Sweden. Happy Valley track. But illegal off-course adopt a decree obliging Internet Service ties. Its application has been successful betting was rife, leading the government Married for 31 years with three daughters Providers (ISPs) to block consumers trying and over 1,200 foreign websites identi- to authorize HKJC to set up off-course bet- and two grandchildren, Chan’s devotion to to access websites other than those legally fied by the authorities are presently being ting branches. Chan was one of 12 new his family is well-known among HKJC col- operated in France by La Française des blocked by ISPs. supervisors taken on to get the job done. leagues, though he still finds time to en- Jeux and the PMU. This second detailed “I knew very little about betting when I gage in charity work on a personal level, opinion prevents France from adopting The European Commission at the end of was hired,” Chan admits, “but with the for example through his 20-year member- the “payment ban” decree until the end of February also issued reasoned opinions to first new branches due to open just two ship of the Rotary Club. March. If France goes ahead after that it the Greek and Dutch governments asking months later, and the help of a visiting ex- could face infringement proceedings. them to amend their restrictive legislation pert from Australia, I found myself learn- Chan has also been closely involved in Although retirement is not on the imme- that is applied to gambling services. For ing very quickly!” Hong Kong’s Mark Six lottery since its in- diate horizon, he also hopes to continue ception in 1975 – another move targeted making use of his professional expertise New challenges at combating illegal numbers game such after leaving the HKJC. “The develop- With legal off-course betting successfully as chi fa. Today, some four million of Hong ment of lotteries in Mainland China is still established, Chan quickly embarked on a Kong’s adult population are customers of at a very early stage, and I would be more series of new assignments, launching the HKJC’s regulated horse racing, football than happy to contribute my time and ex- telebetting operation that was part of the betting and Mark Six services. perience if it would be useful. Not many same initiative to combat illegal gambling, Chinese people have such experience, es- then helping to completely revamp race- Beating the competition pecially across so many different areas course betting operations. In 1978, he was Encouraging as that may be, Chan knows including lotteries, bookmaking and horse put in charge of all customer and betting that HKJC can never rest on its laurels. racing,” Chan notes. facilities at the new second racecourse at “The illegal market here in Hong Kong is Sha Tin, and during the 1980s he oversaw now down to quite a small scale, but with “If I can pass on my skills and experience the automation of all the off-track opera- the growth of the Internet, our customers to my successors at the HKJC or to others tions. are exposed to other gaming opportuni- in the industry as a final contribution, I ties all over the world,” he points out. “A will feel very satisfied with my career.” After a three-year change of scenery head- lot of people think we have a monopoly ing the Human Resources department, but that’s not really the case. We have a

- the best bet a Betware company Chan was appointed head of the Betting lot of competition from other parts of the

28 Spring 2008 29 The learning curve WLA Academy: Responsibility on the agenda

MIGHTY MITE. Corporate Social Responsibility, meet in Kuala Lumpur to share their ex- Responsible Marketing and Ethics periences. Participants will have a chance Kuala Lumpur, Malaysia to sharpen their understanding of these April 7 - 10, 2008 critical questions, and are requested to bring examples of responsible marketing Sustainability of our lotteries and our from their own lotteries. These materials relationships with our players and our will serve as a basis for discussions during communities are more topical then ever. the various working sessions. Communication and marketing are key in building and maintaining these relation- Costs (including seminar fee and ships. What makes us unique in the world The Petronas Towers dominate the skyline 4 nights’ accommodation) of gaming is our ongoing quest for respon- of Kuala Lumpur, venue for the third seminar WLA/APLA members: USD 1,400 sible gaming, marketing and ethics in our of the 2008 WLA Academy season. Associate members: USD 1,600 businesses. Non-members: USD 1,900 tection? This seminar will provide a unique oppor- • What tone is used around the world to Registration tunity to learn and find answers to critical communicate with consumers? Register online at questions such as: • How significant are cultural differences http://www.world-lotteries.org in the area of responsible gaming? Registration deadline: March 24 • Why is responsible marketing so im- • How can the WLA Responsible Gaming portant? Framework support lotteries’ day-to- Cancellation policy: • How does lottery communication affect day operations? Cancellations after March 24: 50% charge player behavior? Cancellations after April 1: 100% charge • What is the right balance between Executives from all around the fast-grow- marketing investment and player pro- ing Asia Pacific region and elsewhere will

Framework, the worldwide lottery com- • Researching social impacts munity has taken its commitment to re- • Social marketing sponsible gaming and corporate social • Responsible gaming training responsibility to a new level. WLA mem- • CSR reporting bers have committed themselves to mak- • Prevention programs ing responsible gaming an integral part of • Recent research on problem gaming their daily operations. Involvement in the Framework demonstrates that they are Space is limited so act now to reserve your operating in the best interest of society. place for what will likely be the only seminar of its kind this year in North America. Ticket-Scan™ from GTECH: Canada’s capital city, Ottawa, will be the But how does a lottery operator translate Convenience and protection in one clean sweep. setting for the WLA/NASPL seminar in April. these Principles into actions that are em- Cost (including seminar fee and braced by the entire organization? 2 nights’ accommodation) The new frustration catch-phrase at lottery retail outlets just might be: “Can you tell me if this is a winner?” In-demand Embedding Responsible Gaming WLA/NASPL members: USD 1,600 store staffs handle volumes of lottery tickets as best they can. Impatient players wonder if they get all they are due. into Your Organization These issues will be addressed in the Associate members: USD 1,850 With success comes growing pain. Who you gonna call? Ottawa, Canada WLA/NASPL seminar to be hosted by Loto- Non-members: USD 2,100 April 16 - 18, 2008 Québec, in Gatineau, Québec, ten minutes Ticket-Scan from GTECH. from the Canadian capital of Ottawa. A Registration

Unassuming in appearance, this clever device saves time by accommodating online and instant ticket prize checks – anywhere Lotteries1 must show their stakeholders host of experts from inside and outside the Register online at Round: in the store. Connected to the online terminal, Ticket-Scan allows retail staffs to sell games while players sweep their tickets they are responsible organizations doing lottery sector will present ideas on how to http://www.world-lotteries.org through the red beam and quickly view results on the display screen—before handing over to clerks for validation and prize the right thing for both players and the incorporate responsible gaming into lot- Registration deadline: April 2 payment. Now there’s some peace of mind.

community.Job #: State-controlled gaming oper- teries’ daily operations. RDW9694 Compact, simple, and oh so powerful. Isn’t it nice that these looks are so deceiving? ators have always played a significant role Cancellation policy: in addressing responsible gaming issues. Selected topics Cancellations after April 2: 50% charge FP GoingOper: forward, they must ensure that • How to enter the WLA Responsible Cancellations after April 9: 100% charge responsibility is firmly embedded within Gaming Framework their organizations. • Creating a responsible gaming mindset Date: ® 02/13/08 GTECH is an advocate of socially responsible gaming. Our business solutions empower customers to Notes: GTECH-19605 MightyMite_WLAPan • Incorporating responsible gaming into develop parameters and practices, appropriate to their needs, that become the foundation of their responsible gaming programs. With the unanimous adoption of the research WLA Responsible Gaming Principles and • Social responsibility assessments

Spring 2008 31

RDW9694_WLA.indd 1 2/13/08 4:59:14 PM Platinum Contributors The learning curve WLA Contributors WLA Academy: a crossroads in marketing? Upcoming seminars Corporate news April 7 – 10, 2008 Corporate Social Responsibility – Responsible Marketing and Ethics Kuala Lumpur, Malaysia Organized in cooperation with APLA Video terminals return to Norway Games to build its presence in the world’s ACE Interactive has received an initial fastest-growing gaming market. Last July, April 16 – 18, 2008 order for 500 interactive video terminals the firm acquired 50% of Guard Libang, a Embedding Responsible Gaming into as part of Norsk Tipping’s re-launch of provider of instant lottery ticket coopera- Your Organization its video gaming program this summer. tive services in China. Ottawa, Canada The terminals are part of the True Server EL Secretary General Bernadette WLA President Arch Gleason kicked Organized in cooperation with NASPL Based Gaming project which was initially Swedish racing in Poland Lobjois and moderator Gilbert Rehayem off the annual marketing seminar in launched by Ace Interactive (formerly Intralot’s subsidiary in Poland has provided a solid seminar organization. London with the welcome address. May 4 – 9, 2008 Essnet Interactive) and the Norwegian been granted a license to operate on English for the Lottery Business, Step 1 lottery in 2003. The project was delayed the European Pool of the Swedish Horse Aldwark Manor, York, UK pending the outcome of a legal challenge Racing Totalisator Board, ATG, which of- WLA/EL Marketing Seminar: The consumer demand has required lottery Conducted by Partners in Training brought by existing video lottery opera- fers betting on Swedish horse races in a POS – Are we at a crossroads? organizations to maintain, market and tors. The case was resolved in court in number of countries. Polish players will Gold Contributors London, United Kingdom promote their points of sale on a 24/7 ba- May 27 – 30, 2008 March 2007 and as a result the Norwegian now be able to take part in big European January 23 -25, 2008 sis. The player, on the other hand, usually CSR, Responsible Gaming and government authorized Norsk Tipping to jackpots and gain substantially bigger uses the point of purchase for only a brief Marketing: Part 1 resume the rollout of the project. prizes. More than 130 attendees from around time. During those few short moments of Mexico City, Mexico the globe were on hand for the WLA/EL interaction, a lottery organization must Organized in cooperation with CIBELAE Denmark chooses Pollard In January, the South Carolina Education marketing seminar in London this past ensure that its products and services, its As well as winning a five-year extension Lottery became the fifth US lottery to January 23-25. This yearly seminar is uniqueness and its competitive edge are October 27 – 30, 2008 to its contract with the Western Canada choose an online system from Intralot. known throughout the lottery community clearly communicated and well perceived Security and Risk Management Lottery Corporation, valued at some Ernie Passailaigue, the lottery’s Executive and has become an important part of the by the consumer. St. Louis, Missouri CAN$45 million, Pollard Banknote has Director and current President of NASPL, EL and WLA seminar program. Organized in cooperation with NASPL signed a new two-year contract with the said the winning Intralot proposal com- The continued importance of CSR Iowa Lottery and added a new European bined “enhanced functionality with sig- This year’s program focused on the point Despite the regional, cultural and organi- November, 2008* client to the growing roster of internation- nificant cost savings and the potential for of sale and how it is evolving in the face zational differences of the many partici- CSR, Responsible Gaming and al lotteries served by the company. Danske generating additional revenue for educa- of new communication technologies, so- pants, certain global consumer trends are Marketing: Part 2 Spil, operator of Denmark’s national lot- tion programs in South Carolina.” cial trends and new and ever-changing clearly recognizable. More than ever, the Lima, Peru tery, has awarded the company a three- customer demands. The meeting kicked importance of corporate social responsi- Organized in cooperation with CIBELAE year contract to supply instant tickets. The GTECH acquires Boss Media off the 2008 seminar program for both bility and maintaining the integrity of the contract value over the initial term is ap- GTECH and the Swedish group Medströms European Lotteries (EL) and the WLA. lottery are of significant value in the mar- proximately CAN$3.5 million and the lot- announced on March 3 that, further to the Silver Contributors keting of lottery products. tery has the option to extend the contract public cash offer to the shareholders of POS vs POP for two additional one-year terms. Boss Media, the companies have acquired Owing to the fast pace of new technolo- We wish to thank Camelot for their gener- approximately 92% of Boss Media’s out- gies and the increased accessibility for ous hosting of the seminar and European Scientific Games in China standing share capital and voting rights. - the best bet the consumer which it creates, the inter- Lotteries, in particular Secretary General In early February, Scientific Games an- The Board of Directors of Boss Media had face between the point of sale (POS) and Bernadette Lobjois and her team, for their nounced an agreement with China Sports recommended the offer and can now com- the point of purchase (POP) is becoming excellent organization. Lottery Printing to establish a state-of- mence a process to compel the sale of the progressively more important. Relentless the-art instant ticket manufacturing facil- remaining minority interests. ity at an existing location in China. The Scientific Games share price rose on the Lottery Dynamics breakthrough news. Analysts believe the stock was over- The Florida Lottery has become the first sold after a series of online contract loss- US operator to adopt the risk transfer es by the company and expect the China program marketed by Silver Contributor *Exact date to be announced agreement to be followed by further good Lottery Dynamics since 2005. The Texas- news for investors. Morgan Stanley up- based company believes its patented rev- graded the stock at the end of January. In enue enhancement programs have the WLA Conventions February, Scientific Games was selected potential to revitalize lotto by enabling as the primary instant ticket provider to players to “supersize” their jackpots by October 19 – 24, 2008 La Française des Jeux, which sold instant taking part in an add-on game. Discover the island of Rhodes games worth some $4.5bn last year. Ray Bates, former Managing Director of Golden Casket CEO Bill Thorburn’s 2008 WLA Convention and Trade Show Ireland’s National Lottery, and Jussi Isotalo, presentation focused on retailer motivation Rhodes, Greece The new ticket printing facility in China is Executive Vice President, Veikkaus, Finland programs in Queensland, Australia. hosted by OPAP the latest in a series of moves by Scientific

32 Spring 2008 33 A preview of things to come STRENGTH

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KAMLOOPS BARRHEAD WINNIPEG YPSILANTI COUNCIL BLUFFS SAULT STE. MARIE BRITISH COLUMBIA ALBERTA MANITOBA MICHIGAN IOWA ONTARIO Work in progress: Paul Peinado, Nadia Melileo and Jeannine Lanz of the WLA business office discuss the development of the logo with Astrid Horvath of !Now Communications.

This past year we at the business office This work is the culmination of a year of here in Basel, Switzerland, have been effort and close cooperation with the ad- working to improve existing structures vertising agency !Now Communications and to give new impetus to the WLA’s op- in Basel, who have applied their cre- erations. In line with these changes, we ative craftsmanship to the development FULFIL YOUR NET POTENTIAL have also been working silently in the of our new visual identity. The Executive background to give the Association a new Committee has also invested a consider- With or without you, people will ﬁnd a way to gamble online. face. This has not been an easy task. We able amount of time and effort in guiding Allow them to enjoy the responsible gaming environment only have been mindful of the need to respect the process, approving the results, and you can be trusted to provide. We have the expertise to help you the WLA’s rich heritage while at the same making sure that the project stayed on create a secure online gaming haven for your customers. time embracing the future and the myriad track and on target. After years of indefatigable of changes which are set to shape our or- service, the existing WLA logo ganization in the years and decades to With that, dear members, I will leave you is soon to enter retirement. come. in suspense until the new logo is unveiled in the coming issue of the WLA Magazine! Soon to be unveiled will be the new WLA logo, a new symbol of sustainable excel- Paul Peinado lence that is due to make its debut in WLA Communications Coordinator the next edition of the WLA Magazine. Thereafter you will notice a series of other improvements, both visual and practical, that reflect the WLA’s commitment to mov- ing ahead with its membership.

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