Executive Committee

New Strategy

WLA New strategy

A decision was taken at the WLA Executive Committee meeting in Vancouver in 2022, to develop a new strategic plan, to enable WLA to better serve its global membership.

Over the course of 2023, the plan was developed and approved by the WLA Executive Committee in Bangkok, Thailand. The new strategy roll out will run from 2024 to 2028.

Our key strategy imperatives

Build and develop our value proposition

We must ensure our value proposition is distinct yet complementary from the regional associations, promote awareness of it and track its effectiveness, and keep evolving in a positive manner.

Uphold industry integrity

We will continue to advance our security and responsible gaming standards, and certification to increase uptake.

Other possible initiatives include establishing a center of knowledge and information on combatting illegal gaming, and promoting and raising awareness of sports integrity among WLA members who offer sports betting.

Provide expertise on relevant topics

We will establish a process for identifying key topics and how to proceed with the development and presentation of intelligence and knowledge. This could include building subject matter networks across regions for relevant topics; expanding the WLA Academy to include virtual short-form events, or refining communication of the WLA Global Lottery Data Compendium.

Evolve good corporate citizenship

We will promote a responsible gaming and security “culture” across the lotteries and sports betting ecosystem, comprising all related organizations and industry at large, as well as underscoring the positive impact that WLA membership has had on global societies.

We will also develop guidelines and best practices for CSR, ESG, Electronic Data Interchange, and sports betting operations.

2024 – initiatives delivered

In 2024, we began to communicate and promote the WLA strategy and its benefits.

We developed the following WLA video, which elaborates our purpose, vision and mission.

We promoted the new strategy on social media, the blog, WLA magazine, and our website. insert video from here:

The key areas of focus aim to:

Further develop a clear value proposition that is distinct from that of the Regional Associations, while being complementary to each other.
Strive to uphold industry integrity by continuing to expand and fine-tune our security and responsible gaming standards and certifications with increased participation.
Provide expertise on relevant global topics.
Reinforce good corporate citizenship.

‍Key opinion leaders who were part of the strategy development group, created a video to promote the new strategy, describing the benefits it will provide in their respective regional markets, which was run at the WLA booth during WLS 2024, Paris, France.

2025/2026 – initiatives delivered

Strategic Plan Initiatives

Initiative 1.1	Assessment	Status 2025	Status 2026
Action A-G ✅	Inventory of services the 6 Associations offer alone and those offered together. Analysis presented at October meeting	Completed
Action H ✅	Inventory of Members’ offer and corporate structure. Mandate given to IT provider. Available q2/q3 2025	Completed
Action I ✅	Socialize the Strategic Plan to members. Communication Plan content – developed Execution from May to October.	Completed
Action J ✅	Stakeholders Interviews Done (Contributors; Regional Associations)	Completed
Action K ✅	Member survey Regular and Associate members Mandate given to Level5 Findings & Analysis presented at the ExCo in October	Completed
Initiative 1.2	Establish tracking for WLA value proposition, evolution & perception	Status 2025	Status 2026
Action A-C+E ✅	Lotteries who don’t attend seminars. From results of survey questionnaires analysis underway.	Ongoing	Ongoing
Action D ✅	Propose tailored solutions to boost participation. Webinars – revised scholarship program. Potential new seminars depending on the needs (i.e. sports betting and RG for Brazil).	Ongoing	Ongoing
Initiative 1.3	Develop and execute nuanced regional approaches to member acquisition and engagement using local champions	Status 2025	Status 2026
Action A ✅	Better position WLA as “expert in global issues”: Combating illegal gaming – work with the University of Lausanne	Ongoing	Ongoing
Action B ✅	Promote value of services and usage of Compendium, Magazine, Papers, Blog	Ongoing	Ongoing
Action C ✅	Build familiarity in North America Global data collection initiative RG program WLA break-out session at the next NASPL Conference in September	Completed
Action D ✅	Propose: tailor solution (content, cost sensitive (online), engagement)	Ongoing	Ongoing
Action E ✅	Build familiarity in North America Global data collection initiative RG program equivalence WLA break-out session at the next NASPL PDS		Ongoing
Initiative 2.1	Establish and promote a centre of knowledge and information on combatting illegal gaming	Status 2025	Status 2026
Action A ✅	Research Analysis with the University of Lausanne	Ongoing	Ongoing
Action B ✅	Regional Associations coordination Reseller Analysis	Completed
Initiative 2.2	Evolve both standards and certifications drive uptake with Regional Associations coordination	Status 2025	Status 2026
Action A-RG ✅	Contract with Digital RG – Identify buddies, liaise with level 1 lotteries. Done	Completed
Action B ✅	Analysis of EL/NASPL/WLA certification programs. Presented at the meeting in October.	Completed
Action C ✅	Solution to outcome impediments and offering. Work in progress with MUSL for US lotteries. Timeframe extended to 2027. Evolution of Standards. Approved at the GM in October.	Ongoing	Ongoing
Initiative 2.3	Promote and raise awareness of sports integrity among WLA members offering sports betting	Status 2025	Status 2026
Action A+D ✅	Database of WLA members offering sports betting, if are or aren’t ULIS members and what products offered by members and region.	Completed
Action B ✅	Understand why not ULIS member and follow up actions (action 1.1 K) Survey completed. Sent to 29 members and received 20 answers. 8 members have shown interested in knowing more about ULIS services Detailed findings submitted at the October ExCo meeting	Completed
Action C ✅	Raise ULIS awareness at Executive Committee Presentations at meetings Ongoing	Ongoing	Ongoing
Initiative 3.1	Establish Process to ID topics, raise to Executive Committee and decide how to proceed	Status 2025	Status 2026
Action A ✅	Adopt governance chart on setting procedures and criteria to ID topics	Completed
Action B-C ✅	Standing item at sub-committees and Executive Committee meetings Integrated into the WLA ExCo Agenda	Completed
Action D ✅	Engage Contributors and Regional Associations to ID topics of potential interest. Done – Meetings took place in December and April, September and October Next meetings March 2025	Completed
Action E ✅	Socialize chosen topics (webinar, website, social media) New WLA video was socialized in August KOL video socialized at the WLS in Paris.	Completed
Initiative 3.2	Build subject matter networks across regions	Status 2025	Status 2026
Action A ✅	Set up RG subject specific network page Feature is in place through the WLA website	Completed
Action B ✅	Create network for RG – subject matter experts ID of network members, establish network page, populate each section – Done Launch done in September Encourage member to use. (Socialize)	Completed
Initiative 3.3	Expand Academy to include virtual short-form events and programming focused on key topics and emerging issues and catalogue in a library	Status 2025	Status 2026
Action A-D ✅	Create Webinars to promote the new WLA Security Standard, WLA RG Standard, WLA work on Combating illegal gambling and WLA Compendium and Unified Data Collection in collaboration with Regional Associations Populate Security Content Hub with WLA-SCS and security content. Populate RG Content Hub with WLA-RGF and RG/CSR content. Populate IG Content Hub with Combatting illegal gaming content.	Completed (webinar in Latin America, Africa, etc.)
Initiative 3.4	Refine communication of Compendium and establish KPIs and baseline	Status 2025	Status 2026
Action A ✅	Raise awareness on the value provided by the Compendium Infographics, digital content Socialize through articles, Website, Social media, etc. Webinars	Completed
Action B ✅	Unified Global Data Collection Agree on a common strategy with the regional associations on the creation of an unified global data collection. Letter to the membership of all regional associations announcing the new unified global data collection For all regions except for NASPL, the existing WLA online data collection platform will be used as the single point of entry for unified data collection from 2026 onwards For NASPL, NASPL Matrix, suitably rebranded as a single global data collection entry point, will be used for unified data collection from 2026 onwards	Completed
Initiative 4.1	Establish guidelines and best practices for CSR, ESG, and EDI	Status 2025	Status 2026
Action A ✅	Establish ESG members practice Feasibility of an online tool (questionnaire / database for members) and costing Present to the Regional Associations	Completed Ongoing	Ongoing
Action B ✅	Approval of initiative by ExCo 4.1A Develop Project RED on website This project, available to WLA members on DigitalRG.com, unites WLA lottery members from around the world and benefits from the collaboration between the WLA and regional lottery associations – ALA, APLA, CIBELAE, EL, and NASPL Learn best practices from lotteries in WLA's five global regions. Connect with peers across continents to exchange CSR experiences. Take advantage of powerful tools	Completed Ongoing	Ongoing
Action C ✅	Strengthen the Corporate Social Responsibility (CSR) initiatives of WLA member lotteries by creating and sharing targeted resources, tools, and strategies. Through cross-regional cooperation, the project encourages alignment, innovation, and visibility in the field of CSR. CSR Best practices sharing initiative: comprehensive sustainability/ESG guide. This guide should be positioned as a practical, member-led, guide that is responsive to the diverse membership base, whilst still providing leading practice insights to advance the industry. Creation of a sub-working group, on a voluntary basis, to finalize the brief and outlook of the initiative. Sourcing of external advisor. Drafting of the Guide and feedback from WLA members. Publication of the Guide.		Ongoing
Action D ✅	Emerging Adult research WLA and partner organization East Carolina University have established the Gambling Research & Policy Initiative (GRPI) microsite as a central repository for research, education, and support materials on the Emerging Adult (18-24) population as it relates to gaming. Located in Greenville, North Carolina, US, East Carolina University is an internationally recognized leader in emerging adult gaming research		Ongoing
Action E ✅	WILL Structure the WILL program by assessing the current initiatives carried out by the regional associations, identifying opportunities for added value from WLA, and see if it is relevant to organize a dedicated session during the WLS.		Ongoing
Initiative 4.2	Promote RG and security “culture” across the ecosystem, including all related organizations and in the industry at large	Status 2025	Status 2026
Action A ✅	Promote RG and security Culture in China Organize an event on RG and Security best practices in China Identify reliable local stakeholder (Fudan University) Get involvement of local Members (HKJC and Chinese members)	Ongoing	Ongoing
Action B ✅	Expand WLA Governance Authority outside of the lottery and betting ecosystem. Transition WLA from technical standard to recognized Governance authority in global policy forum Responsible Gambling Triple-P Framework Establish universal governance architecture for responsible gambling across all jurisdictions Reframe gambling through brain health and public health perspectives Enable coordinated cross-sector regulatory approaches Elevate responsible gambling to policy-level priority alongside other public health challenges launched by UNGA80 with the objective of positioning it at G7 and G20 Strategic Opportunity for the WLA Establish WLA as the operational standard that transforms RG3P policy into measurable practice Leverage WLA Certification Elevate to Governance reference Welcome RG3P Acknowledge framework as positive development for sector Map RG3P to WLA Standard Modernize Narrative	Ongoing	Ongoing
Action C ✅	WHO Gambling initiative Establish a contact with EGBA Explore opportunity via the CoE Leverage Jeffrey D., IAP member as WHO expert on RG	Ongoing	Ongoing
Initiative 4.3	Establish guidelines and best practices for sports betting operations to distinguish members from competition	Status 2025	Status 2026
Action A ✅	Establish Sports Betting Operations member practice Sponsor ACT project (Council of Europe) Information gathering and proposal	Completed
Action B ✅	Approval of the initiative by the WLA ExCo in June	Completed
Initiative 4.4	Positive impact of WLA	Status 2025	Status 2026
Action A ✅	Program for WLS 2024 Play for society booth – Done WLS Program (Keynotes and Parallel sessions) – Done	Completed
Action B ✅	Create awareness of WLA members to communities Compendium awareness program and socialization via social media, articles, website – Done by WLS Campaign relaunched in November	Completed
Action C ✅	Raise awareness of WLA members impact on communities Compendium: member awareness program Infographics, digital content Socialize through articles, Website, Social media, etc.	Ongoing	Ongoing
Action D ✅	Raise awareness of WLA initiatives Build a digital brochure about WLA. The benefit is twofold as it allows: New ExCo member to get quickly all needed info to become up to speed on WLA activities and strategic plan Promote the WLA work with the membership	Completed

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