The Timeless Appeal of Scratch Tickets
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No. 40 | Spring 2014 The timeless appeal of scratch tickets Since their introduction 40 years ago, scratch tickets have provided lotteries around the world with a predictable, manageable product to help drive sales growth. Players respond to game design, prize payouts, and retail display, and have proven more than willing to move up the price point ladder as long as the value proposition is there. Licensed brands, experiential prizes, and interactive components provide even more value for players. And in one of the latest developments, a multi- country collaboration in Europe is setting the stage for further innovation. Step up to the dream Contents Instant gratification 4–5 Interview with the President This issue includes a feature on how the instant games category has taken off in many parts of the 6–9 Association business world, overtaking terminal games like lotto in terms Selected news from the WLA, its members, of growth rates and in some cases also in terms of and the regional associations. overall sales. The trend was framed by Terri Markle at the EL/WLA marketing seminar in London, 10–12 The World Lottery England, earlier this year, when she concluded that Summit 2014 instant ticket sales had grown significantly over the With preparations for WLS 2014 well underway, past decade, owing in part to the launch of premium we are pleased to present the cast of renowned priced tickets. This is a reminder that innovation is keynote speakers that will be on hand for the for everyone. However, as established by Dan Thwaites at the same London Rome convention. seminar in his presentation, “Innovate or Die”, it is not the same innovation for everyone. 14–24 The lure of scratch tickets Ever popular with players, scratch tickets are a In a world where the emphasis is increasingly put on Internet and mobile plat- perennial success and a sure bet for lotteries. forms, it is refreshing to see that licensed lottery operators are also investing heavily in their instant portfolios – in some cases introducing dozens of new 25–27 The University products and trying out different price points each month. As a number of of Iceland Lottery lotteries have demonstrated, innovation must be mastered across all game cat- Serving higher education in Iceland for more egories and sales channels, with due respect paid to the trust and integrity that than eight decades, the University of Iceland underwrite the success of their operations over the long term. Lottery is moving progressively into the future, innovating for a new generation of players. African lottery operators talked a lot about trust and integrity when they met in Senegal in March for the African Lottery Association’s 16th Congress, 28–31 Responsible gaming themed on security and responsible gaming. It was an ideal opportunity For the second time running, BCLC’s New for us to promote the WLA Responsible Gaming Framework and the WLA Horizons in Responsible Gambling Conference Security Control Standard to our African colleagues. We thank the newly brought together a host of international elected president of ALA, Amadou Samba Kane, and his staff at the host lot- experts on responsible gaming. tery LONASE, for their hospitality and professionalism. We welcome Younès El Mechrafi of MDJS in Morocco, who was elected Secretary General of the 32–34 Sportradar ALA and will represent Africa on the WLA Executive Committee, and we Within five short years Sportradar’s fraud thank the outgoing representative Fofana Issiaka of Côte d’Ivoire for his detection system has identified over loyal service. 1,250 suspicious football matches worldwide, proving its effective in a number of I should also mention the WLA’s financial situation. The net results for 2013 high-profile cases. come to around CHF 200,000 against a budgeted deficit of CHF 171,000. The positive net outcome is due to higher income from the WLA contributor pro- 35–37 ONCE wins royal recognition gram and the WLA seminars, while our overall expenses remained on target. The Spanish Organization for the Blind (ONCE), now in its 75th year of existence, received So we can look forward with confidence to our next key milestone — the 2014 the prestigious Prince of Asturias Award for its World Lottery Summit in Rome in the first week of November — and I thank exemplary work in support of the rights our host lottery Lottomatica for their unflagging support. of the disabled in Spain. As we go to press, we are making the final arrangements for what promises to 38–50 Corporate news be a highly productive business program and a fantastic networking oppor- News from members of the WLA Contributors tunity. WLS 2014 will be a great chance to learn more about the latest trends Program and other WLA Associate Members. and innovations, but also to keep in mind the value of patience, perseverance and planning for the long term. Just remember — Rome wasn’t built in a day! 51 The learning curve News from the WLA training and education I hope to see you there. program. Jean Jorgensen, WLA Executive Director WLA magazine | No. 40 | Spring 2014 3 INTERVIEW WITH INTERVIEW WITH THE PRESIDENT PRESIDENT Celebrating diversity: Lottery leaders prepare to converge on Rome WLA staff are working around the clock with our host lottery, Lottomatica, to prepare the groundwork for the key fixture in this year’s lottery calendar – the World Lottery Summit 2014. We asked WLA President Jean-Luc Moner-Banet why he thinks Rome will be the ideal setting for lottery professionals all over the world to compare notes, work together, and draw strength from the diversity of the global gaming community. The slogan for WLS 2014 is “All roads lead to The host for WLS 2014 is Italy’s Lottomatica, ing to organize special evening functions Rome”. In the context of the lottery industry, the world’s largest lottery operator. What par- and other hospitality events, helping to what does that mean to you? ticular strengths does Lottomatica bring to make WLS 2014 as beneficial as possible It’s an expression that is both ancient and the table? to all attending. contemporary. Literally, it’s a reference to Lottomatica and the WLA are combining the famous Roman roads that were con- their respective strengths to organize WLS What can you tell us about the business pro- structed in a star shape radiating out 2014. The venue for the prestigious event gram for WLS 2014? Are there any keynote from the golden milestone (miliarium (November 2-5) is the Rome Cavalieri hotel, speakers or special sessions that you would aureum) erected by the Emperor Caesar with its Mediterranean gardens, outstand- like to highlight? Augustus at the center of a monument in ing views over the city, and of course its We have an attractive line-up of sessions the central Forum of ancient Rome. world-class conference center. Lottomatica’s organized to the highest professional stan- Today, the popular expression is perfect- extensive experience, and its outstand ing dards but on a manageable scale. Key- ly suited to the WLA’s mission. Just as all background of success and professional- note speakers include Luca Cordero di the ancient roads converged on the mili- ism, are valuable assets for WLS 2014, and Montezemolo, Chairman of Ferrari, and arium aureum, staff from all our member I sincerely thank CEO, Marco Sala and his Bertrand Piccard, Chairman and Pilot of organizations are converging on the organization for their energy and engage- Solar Impulse. Dr. Jane McGonigal, same place, pulling in the same direction ment with our activities. world-renowned author and designer of to offer attractive lottery games which re- alternate reality games, will also be join- spect players and serve the interests of These biennial World Lottery Summits would ing us to speak about the intrinsic values the wider community. not be possible without the generous support of gaming and its importance in our soci- of the Contributors. How have they helped eties. The summit will also feature a vari- Why was Rome selected as the host city for with WLS 2014? ety of break-out sessions on different WLS 2014? What special attributes does the All our WLA Platinum and Gold Con tri- themes such as game development, re- Eternal City offer delegates? butors provide substantial support for sponsible gaming principles, and sports Rome is one of the most attractive desti- WLA activities, and their sponsorship betting integrity. Many other subjects of nations in the world. The historic capital also makes it possible to organize major major importance for lotteries, such as of the modern world is the ideal setting events such as WLS 2014. They also en- making the most of social media, will be for discussing our challenges, sharing our sure continuity in the relations between addressed in detail. The focus will be on experiences, and gaining inspiration for the supplier industry and member lotter- our strategic vision for the future and the new ideas. This is why we chose Rome as ies, and their major presence at the trade importance of operating games that are the lottery capital for 2014. The Executive show in Rome will make the event even ever more attractive and socially respon- Committee is looking to bring together more dynamic and vibrant. They will also sible. visionary speakers and delegates to inject be taking part in the business program, fresh energy into our lottery community notably in the Contributors’ Forum, What about the social program and network- and make WLS 2014 a truly unforgettable where some of their senior managers will ing opportunities? Are there any events or event.