The importance of learning from global peers
In his open address, WLA Executive Director, Luca Esposito, underscored the importance for member lotteries and sports betting operators to share their best practices on this and many other topics and highlighted:
“WLA Project RED enables members to get such insights and learn from each other.”
Project RED (Responsible, Ethical, Dynamic), launched by WLA together with the five regional association partners: ALA, APLA, EL, CIBELAE and NASPL, is a sustainability and responsible gaming strategic initiative, which aims to advance Corporate Social Responsibility (CSR) through shared tools and global lottery collaboration.
This initiative aims to strengthen the CSR initiatives of 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.
Watch the video to find out more about this powerful tool, available to members on the DigitalRG platform.
Responsible gaming and mystery shoppers
Mystery shoppers are extensively used by national lottery and sports betting operators, and regulators to ensure retailers comply with laws and codes of practice, especially for responsible gaming best practices, and to make sure the retailers check that customers are of legal age.
The Seminar provided participants with real examples and experiences from around the world.
Belgium
Frederique Niemegeers, Head of Mystery Shopping, Retail Back Office & Support Management, at The National Lottery, Belgium, explained how its RG policy was built in line with national laws and contractual obligations, and includes, among others, key features of mandatory retailer training, as well as strict adherence to sales of legal wager and age limits (18+).
Over the last decade different approaches have been taken, from awareness raising to mystery shopper visits carried out by a third party, along with evolving punitive measures for noncompliance. In 2025 of the 1601 mystery shop visits, there was a pass rate of just over 83%. The figures for failed retailers has lowered significantly since mystery shopper visits were begun, and stronger financial punitive measures were introduced in 2013.
US
Kate Carlson, Corporate Social Responsibility and Compliance Director, at the Hoosier Lottery, US, described a positive incentive mystery shopper program, carried out by the Lottery, due to challenges with third-party licenses. This comprises surveying sales execution compliance and interviewing retail staff at stores with self-service vending machines that pose the largest retail risk.
In the case of successful outcomes, individuals at retail outlets receive a certificate acknowledging their commitment to responsible gaming and the prevention of underage play, which has been very positively received by employees and retailers alike.
New Zealand
Anna Aucamp, Responsible Gambling Lead, and Antonia Mitford-Burgess, Enterprise Risk Manager, at Lotto New Zealand, explained the integrated approach of embedding the assessment of retail behaviour within the broader enterprise risk framework which enabled them to identify systemic issues, prioritize action where risk is highest and align RG efforts with overall governance and assurance processes.
