Century-Old Products in Modern Markets
The morning began with Bo Flindt Jørgensen of Landbrugslotteriet delivering the opening keynote, “How to Stay Relevant Offering a Product that Has Not Changed in 100 Plus Years.” Jørgensen outlined how traditional lottery products can remain competitive through updated methods and brand reinvention.
Following the keynote, Anders K. Holst, CEO of Varelotteriet, moderated a panel discussion titled “Key Takeaways and The Way Ahead,” featuring Johann G. Sigurdsson (Bwloto), Justin Deaville (Receptional), Mag. Stefanie Bardach (SHMP Schwartz Huber-Medek Partner Rechtsanwälte GmbH), and Michael Auer (Neccton GmbH). The panel explored future-ready customer experience approaches, regulatory alignment, and technology-enabled player engagement.
Understanding Player Psychology
After a networking break, Dan Thwaites and Patrick Fagan of Capuchin Behavioural Science presented “Psychology of Lottery Players: From Tradition to Innovation,” examining player motivation, trust, and behavioral triggers across different generations.
“You can find opportunities you might be missing by tapping into players’ hidden motivations. Then you can design interventions around different psychological groups for measurable impact in gaming and responsible play,” Thwaites said.
Payments and Omnichannel Strategy
Krisztián Brenkus of Szerencsejáték Zrt moderated the “Reinventing the Lottery in a Competitive Market” panel, joined by Antony Jordan (ODDSET Sportwetten GmbH), Jonathan Gindt (FDJ UNITED), and Stephen Philips (Worldpay). The discussion covered payments innovation, player verification, ecosystem partnerships, and the role of flagship lottery brands.
“While payments has become a commodity, I believe operators are often blind to the levels of service and technology behind any given payments company. A good payments partner should always be one you can trust to provide optimal support in the optimisation of your payment strategies,” Philips explained.
The omnichannel theme continued with Jochen Biewer (Chevron Group) moderating “Innovative Ways to Grow (or Launch) an Omni-Channel Lottery.” Panelists Darrell Smith (Smartplay International), Geaspar Byrne, and Michael Carruthers (both from The ATL Group) provided supplier perspectives on terminal innovation, distribution strategies, and digital-retail convergence.
Afternoon Sessions Focus on Growth and Rebranding
Following the networking lunch, Margarita Cruz of Diamond28 Consulting Limited presented “Seize New Opportunities: How Adding Lottery as a Vertical Can Elevate Your Business,” exploring diversification and market entry strategies.
“Thank you, Eventus International team, for an exceptional experience. It was an honour to share insights on ‘How Adding Lottery as a Vertical Can Elevate Your Business’ and to engage with visionary leaders from across the region. The conversations were dynamic, forward-thinking, and filled with the ambition that continues to propel our industry toward new possibilities,” Cruz said.
Filip Bocek of Loterie Maxa followed with “Rebranding a Lottery,” presenting a case study on modern brand transformation in traditional lottery environments.
Justin Deaville of Receptional delivered “Why Your Lottery is Losing Players (And How to Win Them Back),” offering North American strategies for player reactivation through data-led messaging, behavioral targeting, and performance-driven marketing.
Infrastructure and Risk Management
Anders K. Holst of Varelotteriet presented a case study on “Terminal Replacement to Grow Online and Retail Sales,” demonstrating how infrastructure modernization drives omnichannel performance.
“Be sophisticated, not aggressive in your marketing,” Holst said.
Klas Moberg of Folkspel covered risk management in “Using Indemnity Insurance for Larger Jackpots,” showing how financial strategies can expand jackpot potential without compromising operator stability.
Closing Discussion and Evening Reception
The day concluded with a panel discussion on “Growing Your Sales Network By Partnering With Sports Clubs and Other Associations,” featuring Bo Flindt Jørgensen (Landbrugslotteriet), Dr. Andreas Huber (HUBER|Lawfirm), and Klas Moberg (Folkspel). The session provided a roadmap for using community connections to drive lottery growth.
Chairperson Johann G. Sigurdsson’s closing remarks reflected on the day’s achievements and collaboration. Attendees from all three summits then gathered for evening networking, connecting over drinks and discussing the day’s insights.
Source: Eventus International
