Toronto, Ontario, June 14-17, 2015
La Fleur’s 2015 Global Lottery Forum is our first educational conference to be held in Canada. TLF Publications, based in Rockville, Maryland and publisher of La Fleur’s Magazine, has been organizing lottery conferences since 1995—there have been a total of 39 lottery symposiums and lottery conclaves held.
OLG is the host jurisdiction of La Fleur’s 2015 Global Lottery Forum, which will be held in Toronto, from June 14-17, 2015 at Ryerson University’s Ted Rogers School of Management. A university setting is a new venue style for a La Fleur’s conference which we believe will accentuate the opportunity for white paper presentations, academic discussion, networking and roundtable discussion. The Forum will also include the La Fleur’s Sustain- ability Awards competition for lottery organizations for the areas of corporate social responsibility, responsible gaming and the environment.
In addition, Canada is home to the best-run lotteries in the world. Our feeling is that the lottery world will come for the Forum’s cosmopolitan location and return home abuzz about the valuable content.
The Forum program will feature indepth presentations by key lottery organizations invited to talk about topics key to the lottery industry’s growth, including future ready network, retail channel diversification, mobile ready, corporate social responsibility and changing consumer demographics.
In addition, the Forum will feature content streams featuring the La Fleur’s signature 15-minute speaker pre- sentations on topics ranging from national scratcher strategies and hybrid draw game design to ilottery, lottery advertising/research and national game programming.
To promote interaction and discussion between attendees, the main program will end at 3 p.m. Attendees can choose between two 2.5 hour breakout sessions, such as draw games, scratch games, iLottery and retail sales expansion.
Each evening will feature social networking opportunities for attendees to enjoy cosmopolitan Toronto. Opportunities are available for Education Program Partner, Hospitality Event Partner and Webinar Partner.
Make plans to join us and discover why we call her: “Toronto, the City That Works.”
Attendees are responsible for booking their hotel. These two hotels are within walking distance of Ryerson University where the conference will be held. (Ryerson University’s address is 55 Dundas Street West, Toronto, Ontario.)
1. Toronto Marriott Downtown Eaton Center
525 Bay Street Toronto, Ontario M5G 2L2. (www.marriott.com)
Currently, the hotel’s rate is C$359-$399 per day (exclusive of applicable taxes).
Phone number: (416) 597-9200.
2. Eaton Chelsea Hotel
33 Gerrard Street West, Toronto, Ontario M5G 1Z4. (http://chelsea.eatonhotels.com)
Currently, the hotel’s rate is C$165-$195 per day (exclusive of applicable taxes).
Phone number: (416) 595-1975.
Sunday, June 14
Opening Night Reception
Hospitality Event: Opening Night Reception
(Venue: Hard Rock Cafe)
Monday, June 15
OLG Welcome Address
Greg McKenzie, SVP, Lottery, OLG
Making Millenial's Lottery Dreams Come True: Leveraging Video and Ethnographies to Uncover Deep Insights to Refresh the Ontario Lottery Business
- Zena Kostiw, Director of Customer Insights & Analytics, OLG
- Catherine Dine, Ethnographer, Dine Discoveries
Agencies and companies that can capture their consumer’s authentic stories are the ones that will win in the future. This is particularly true for building a relationship with one of the newest and most powerful populations—the New Millennial. With their obsession with technology, social media, and other emerging communication methods, along with their un-professed addiction to ‘selfies,’ what better way to uncover the deep seated dreams, drives, needs and fears of this group to help build an emotional connect, then by marrying the power of Ethnographies with their ability to leverage key social phenomena—self videography. These tools, in combination with quantitative validation, unearthed the key insight, a seed of truth about this complicated generation that provided new direction for the next level of LottoMAX’s evolving strategic and creative positioning – one that is broadly relevant to this new generation.
Lottery Marketing Director Panel: ILC’s Ethnographies Project
Sanam Bakhtiar, Wendy Montgomery, Francois Tremblay, Ken Schulzke
- Sanam Bakhtiar, Director, Lottery Marketing, B.C. Lottery Corp.
- Francois Tremblay, VP Sales & Marketing, Loto-Quebec
- Wendy Montgomery, VP, Marketing & Sales, OLG
- Ken Schulzke, VP Marketing Strategy & Advertising, WCLC
- Moderator: Terri Markle, Publisher, La Fleur’s Magazine
John Wisternoff, VP, Internet Gambling, OLG
This presentation will provide insight into the process that was followed to procure, develop, test and launch the PlayOLG.ca website. The audience will get to see how the model has been designed and implemented, and will understand how the use of private sector service providers has been integrated into the day-to-day operations of the website. The presentation will also include some details of the first six months of the website’s performance.
Loto-Quebec’s Experience Games
Clement Aubin, Manager, Internet Lotteries, Loto-Quebec
MDB Communications is the agency of record to the DC Lottery. This presentation will focus on trends in the world of advertising, both lottery and non-lottery.
LUNCHEON - Sustainability Awards
“La Fleur’s Sustainability Awards” will recognize lottery organizations in the areas of corporate social responsibility, responsible gaming and environment initiatives.
La Fleur’s Sustainability Awards will recognize lottery organizations in the areas of corporate social responsibility, responsible gaming and environment initiatives.
ALC’s Coordinated Winner Awareness Campaign
Sarah McBeath, Manager, Corporate Assets, Atlantic Lottery Corp.
Winning with winners. A look at ALC's winners communication approach and the positive impacts sharing winners' stories has had on the lottery's sales, player base and public opinion.
Pro/Con Panel: U.S. vs. Canadian Lottery Trends
- Ken Schulzke, VP, Marketing Strategy & Advertising, WCLC
- Tom Weber, Chief Deputy Commissioner, Michigan Lottery
A co-presentation with Ken Schulzke, VP, Marketing Strategy & Advertising of Western Canada Lottery Corp. and Tom Weber, Chief Deputy Commissioner of Michigan Lottery, where the two speakers compare/contrast Canada and USA lottery projects and practices, identifying learning opportunities for each. Potential topics include: jackpot management, spotlight games, national collaboration, spiel games, TV game shows and scratch merchandising.
BCLC’s In-Lane Sales & Costco Project
- Kevin Gass, VP, Lottery Gaming,
- Sanam Bakhtiar, Director, Lottery Marketing, B.C. Lottery Corp.
BCLC is forging new relationships in retail. As the first jurisdiction in the world to sell lottery product at Costco, learn how BCLC developed the Costco relationship and the product mix that provided “member value” to suit Costco’s needs. Also, learn how BCLC introduced the purchase of lottery in-lane at Big Box grocery retail via Lotto Express, developing a multi-lane sales solution to reach light and moderate players by intercepting them where they shop.
OLG’s Model: Lottery Kiosks/Dedicated Lottery Retailers
Larry Colatosti, Executive Director, Sales, OLG
Approximately $130M in revenue is generated by OLG’s 130 dedicated lottery retailers. The lottery completed an analysis of these locations and quickly identified that OLG does not have a consistent look at retail for these locations. Traditionally these independent operators have their own kiosks built. Therefore, they are all unique. Although many of them represent OLG adequately, there is an opportunity to get a consistent look and feel. OLG is currently testing two state-of-the-art kiosks, with digital incorporated. OLG’s goal is to prove out the ROI, so that it can encourage retailers to look at updating their locations with the new look. This presentation will also provide an overview of OLG’s current Dedicated Lottery model, which include over 80 Walmarts.
Panel: Lottery Kiosks/Dedicated Lottery Retailers
Larry Colatosti, Kevin Gass, Scott Grant, Matthew Gottfried
- Scott Grant, Director, Sales & Sales Support, Atlantic Lottery Corp.
- Kevin Gass, VP, Lottery Gaming, B.C. Lottery Corp.
- Matthew Gottfried, Senior Gaming Product Consultant, Lottery, Manitoba Liquor & Lottery
- Larry Colatosti, Executive Director, Sales, OLG
- Moderator: Terri Markle, Publisher, La Fleur’s Magazine
This panel will cover the similarities and differences between the independent retailer kiosk model in the various Canadian jurisdictions. ALC’s kiosk model is a hybrid model with a combination of chain and independent operators. Currently, its network consists of 58 kiosks throughout Atlantic Canada. ALC’s kiosks represent 2% of the retail network and generate 7% of overall sales ($45 million in fiscal 2014).
Manitoba Liquor & Lotteries’ dedicated kiosk model takes a number of different forms, such as tenant in a mall or mass merchandiser as well as charitable non-profit (Canadian National Institute for the Blind), which has a license to use space in Wal-Mart Canada. MML’s kiosks represent 3% of network and generate 9.7% of annual sales.
OLG’s Gift Card Program
Adam Caughill, Director, Business Development, OLG
Just in time for the holiday season, Ontario Lottery will launch a lottery gift card through Canada’s two dominant pre-paid card suppliers. This new initiative will expand the presence of lottery to over 1,500 new retailers in Ontario and earn OLG a share of Canada’s multi-billion dollar gift card industry. This presentation will describe the process of introducing the lottery gift card and detail the opportunities and unique challenges of bringing a pre-paid lottery product to market.
Topic 1: Lottery Retailing/Sales Workshop
Topic 2: Online (Internet) Sales Workshop
Topic 3: Consumer Demographics & Advertising Workshop
Topic 4: Responsible Gaming
Hungary’s Online Sales Program
Gergely Koppany, Deputy Director, Interactive Games, Szerencsejatek Zrt.
Szerencsejáték Zrt. is a 100% Hungarian state-owned monopoly, organizing number games, sports betting and instant tickets. Its long term business strategy has a strong focus on developing interactive sales. As a first step, Szerencsejáték Zrt. decided to compete with the international non-licensed operators active in Hungary with its new online sports betting product (Tippmixpro) launched in May 2013. The new product became market leader by the end of 2014, representing the fastest growing brand of the company. The success story is a mix of new approaches of management and corporate structure, new sales techniques and business models, new concepts and human competencies. The presentation will tell the story how a traditional state-owned monopoly set up a startup organization, how both entities coexist side by side and what are the mutual benefits.
SISAL’s Quick Games: How to Boost Lottery Players’ Value
Maurizio Santacroce, Director, Digital Games & Services, SISAL SpA
This presentation will provide an overview of SISAL’s online game business and Quick Games business in Italy. SISAL S.p.A. introduced Quick Games, a totally new type of online casino games, in December 2011 and created a disruptive experience in the Italian online gaming market. Quick Games are aimed at creating effective cross selling opportunities by offering high payout and exciting games in a lottery like environment in terms of safety. Quick Games appeal to players normally intimated by a casino environment. Quick Games also appeal to the Italian female market, with 21% of players female vs. 14% for Italian online game market.
Georgia Lottery’s Interactive Program
J. B. Landoche, VP, Corporate Affairs, Georgia Lottery Corp.
The lottery industry is highly leveraged in convenience stores where foot traffic is down due to self-service pay at the pump and is impacted by weather, gas prices, and the economy. Further lotteries are reliant on retail for sales as more consumers move online to do their shopping. To grow, lotteries must be where players are, when they want to play. This will be the Georgia Lottery’s case study on the launch of its online sales portfolio, which includes Mega Millions, Powerball, Fantasy 5, Keno and Diggis (digital scratch games). Before launching Diggis, the lottery streamlined and optimized registration process, almost doubling the conversion of “visitors” to iHope carder holders, with the ability to play online. Mobile optimization continues.
Minnesota Lottery’s eScratch Program
John Brandenburg, iLottery Specialist, Minnesota Lottery
This presentation will show the sales history of the Minnesota Lottery’s tradional instant tickets since the lottery introduced its iLottery program that features an eScratch product line. In addition, it will also show the trends of each price point for the eScratch product portfolio throughout its first full year. Finally, Brandenburg will be mapping out the lottery’s path of new launches and how it plans to break into a new price point this fall.
Portugal: SCML's Internet Sales Program
Cristina Mendonca, Sub Director of Marketing, Santa Casa da Miserciordia de Lisboa
Canada’s National Scratchers Program
Merrill Fullerton, Chair, ILC Instant Working Group, and Senior Brand Manager, Instants, Atlantic Lottery Corp.
Conference participants will receive an update on Canada’s national scratch games portfolio, including fiscal year sales, game mix, challenges and opportunities. This will include key learnings, an overview of the committee structure and governance model and how the Canadian lotteries partner in other ways to support national scratch tickets.
In addition, the presentation will touch on the benefits and risks of multi-jurisdictional scratch partnerships and how lotteries can make it work for their local markets and their bottom line.
Canada’s first $30 Scratcher Launch: WCLC
Donavon Coleman, Manager, Big Play Products, WCLC
As part of the overall product strategy, WCLC has focused on moving consumers up the price ladder. Prior to 2014, WCLC’s highest price available was $20. Programing enhancements were made in 2014 which allowed WCLC to offer its first $30 price point. At the same time, changes to retailer payment terms were made which gave retailers one additional week to pay for activated product. WCLC acted quickly on this opportunity. With help from Pollard Banknote, the $30 Cash Spectacular game was fast tracked in order to be available during the Christmas selling period. Sales surpassed WCLC’s expectations. Total sales of $4.3 million were recorded for the first six weeks. In terms of sales dollars, $30 ticket has indexed at 108 versus our most recent $20 national game.
Mifal’s Scratcher Success
Avi Levy, Instant Tickets Marketing Director, Mifal Hapais
Mifal Hapais almost doubled its instant ticket sales in the last eight years. The Israeli marketing strategy for the instant tickets is totally opposite than the American lotteries: 1) MH has not increased the prize payout since 2008. So it's not the reason for the increase; 2) MH has not introduced new price category for more than a decade. The price points remains from 5 NIS to 100 NIS. MH wants to keep a clear differentiation between the instant tickets and the Lotto game. The lotto game is all about the big money/big prizes that can changed your life. The Instant tickets is the opposite of the Lotto—all about changing your current mode/feeling. The reasons for MH success are pure marketing (innovative tickets, advertising, POS solutions, innovative sales promotions and so on).
Texas Lottery’s Scratcher Success
Dale Bowersock, Instant Product Coordinator, Texas Lottery
The Texas Lottery has a very unique instant game introduction schedule when compared to many other jurisdictions. Since 1999, it has increased its introductions until it reached a total of 90-100 games per year. In fiscal 2014, the agency took the advice of the vendors and gradually changed the introduction schedule to reduce the number of introductions to just one per month. This presentation will provide a case study of the results of this change to the introduction schedule and the current status of introductions in Texas.
Dale Bowersock, Donovan Coleman, Merrill Fullerton, Avi Levy
Panel: National Bloc Lotto Trends
Gary Grief, Brad Wiebe, Tom Weber, Adam Caughill
- Gary Grief, Executive Director, Texas Lottery
- Brad Wiebe, VP Marketing Products and Operations, WCLC
- Tom Weber, Deputy Commissioner, Michigan Lottery
- Adam Caughill, Director, Business Development, OLG
- Moderator: Terri Markle, Publisher, La Fleur’s Magazine
This panel of lottery experts will discuss how the two national lotto games (Lotto 649 and Lotto Max in Canada and Powerball and Mega Millions in the United States) performed in fiscal 2015 and the impact of poor jackpot rollovers on game sales.
California’s SLP Online Community
Stacia Parseghian, Group Account Director, Kristen Knape, Strategic Planning Director, David & Goliath
This year, the California Lottery wanted to put SuperLotto Plus (SLP) – its in-state draw game – back in the limelight and, to do so, created a highly targeted “always on” program using the existing database of passionate SLP players. Via a dedicated online community, the “SLP Insiders” had the opportunity to discuss their SLP play experience and provide thoughts on brand promotions and also connect directly with California Lottery executives. This community was the first step in the California Lottery reinvigorating the SLP brand and creating a more relevant and more broadly relatable SLP in the future.
Washington’s Department of Imagination
Nadine Tull, Business Director, Partner, Cole & Weber United
Washington's Lottery made three key decisions in their business planning:
1. Focus—from fragmented product marketing to Brand level “Play” messages
2. Tackle Neutrality—as the key barrier to growth
3. Creating the Department of Imagination—as a way to demonstrate the benefit of play
In this overview, Tull will provide the thinking behind these key decisions and the development of the Dept. of Imagination as it continues to evolve to connect with lottery players’ changing expectations and characteristics.
Growing Latino Consumers: Continual Growth and Emergence of New Segments
Joe Ray, VP of Multicultural Strategy, LaneTerralever
An inside look at the growing U.S. Latino consumer segment (54 million according to the U.S. Census) and their Lottery play. Some of this attraction to play can be a legacy connection, rooted in family, and in their homelands, such as Mexico. This insightful presentation and discussion will take a look at Personas that were developed with a focus on Latino Lottery players. Personas include traditional Latino players (Dream Chasers), Millennials, and Reluctant Millennials. This presentation will offer insights, suggestions and clarity for each segment, including: lottery play habits, barriers to play, motivations and opportunities.
Kristen Knape, Stacia Parseghian, Joe Ray, Nadine Tull
Responsible Gaming Overview
Keith Whyte, Executive Director, National Council on Problem Gambling (NCPG)
OLG’s Responsible Gaming Program
Jonathan Trentadue, Business Relationship Manager Lottery & iGaming RG Program Development, OLG
At the core of its business strategy, OLG has integrated Responsible Gambling (RG) principles to help meet long-term profitability objectives. Focusing on a model of sustainability, OLG integrates RG into all aspects of the business including innovation of new sales channels. This presentation will explore OLG’s Responsible Gambling strategy and highlight the recently announced PlaySmart platform, which will support players with managing their lottery play - ensuring the right message to the right player at the right time.
Topic 1: Draw Game Design Workshop
Topic 2: Advertising Workshop
Topic 3: Transformation
Lottery Advertising–20 Years of Lessons Learned
Bernie Malinoff, President, element54
For over two decades, OLG has leveraged consumer insights to drive greater understanding of the Creative and Media journey, and the role of advertising in driving awareness, understanding and interest in Lottery games. In this presentation, we’ll review the most significant findings from 20+ years of advertising tracking, and also look ahead to future challenges in an ever-changing creative/media landscape.
Albert Yue, President & CEO, Dyversity Communications
Canada’s population is growing due to immigration and New Canadians. Chinese and South Asians are the largest and fastest growing groups projected at +86% and +146% by 2031. Marketers have taken cognizance of this business opportunity and are building multicultural into their marketing plans. Research has established that multicultural consumers share a greater affinity towards brands that better understand their cultural nuances and needs. OLG has developed insightful and culturally relevant communication campaigns to these consumers.
This presentation will provide a strategic overview of this multicultural landscape, and key OLG multicultural communication initiatives leveraged.
Jack Neary, Creative Director, McLaren McCann
Jack will explore various ways creative artists and storytellers use aspiration to capture the imagination of their audience. It’s a world of wishes, hopes and dreams.
Making Lottery Relevant Again
Sophie Mair, FCB Toronto
With a challenging, increasingly competitive landscape and the need to attract new players, OLG has focused on reinvigorating the regional lottery games by doing two things: (1) Introducing innovative new products and (2) Repositioning existing products in creatively powerful new ways.
In this presentation, we’ll demonstrate recent efforts and importantly new efforts we are embarking on to manage this complex and challenging category to get the right message to the right person at the right time to drive purchase. Essentially, how we get our work to work harder.
Changing the Game
Geoff Lee, Group Creative Director, Olson Canada, and Andrew Kinnear, Senior Manager, Marketing Communications, OLG
Mobile technology, multiscreen experiences, and the future of lottery and gaming.
Want a glimpse into the future of lottery and gaming? Join Andrew Kinnear (Senior Manager, Marketing Communications at Ontario Lottery & Gaming) and Geoff Lee (Group Creative Director at Olson Canada), the marketers behind OLG digital and mobile properties like “Group Play” and “Pro•Line”, as they share best-in-class examples and insights on how to take the gaming experience to the next level.
See what’s happening today, what’s coming down the pipe tomorrow, and what’s going to change the game forever.
Andrew Kinnear, Geoff Lee, Bernie Malinoff, Sophie Mair, Jack Neary, Albert Yue
Panel: OLG’s Product Marketing & Execution