During WLS 2026, the WLA launched its redesigned Awards with categories that better reflect the evolving reality ofadvertising and industry practices.
Each Award program featured an exclusiveJury Recognition Award category.
This was envisaged to celebrate outstanding achievements, and honour visionary ideas and initiatives that leave a lasting impression.
The new Jury Recognition Award, honours one remarkable initiative from both the Advertising and Responsible Gaming submissions.
Advertising award categories
The audience voted on the following submissions.
Best Product Advertising
- 1/11 Product – ONCE, Spain
- Staatsloterij Geef Elkaar een beetje geluk – Nederlandse Loterij, The Netherlands
- Lotto, Hope It Fits – Norsk Tipping, Norway
Winner: Nederlandse Loterij
Best Campaign Effectiveness Advertising
- Scratchers Category Repositioning Effort – California Lottery, US
- Imagine Promises – Lotto New Zealand
- Eurojackpot And You’ve Got Enough to Share – Allwyn Hellas
Winner: Lotto New Zealand
Best Corporate Advertising
- Staatsloterji al 300 jaar de loterij van Nederland – Nederlandse Loterij, The Netherlands
- Not Worth the Gamble – British Columbia Lottery Corporation, Canada
- 300 Years of Playing for a Good Cause – Loterija Slovenije, Sloveni
Winner: Nederlandse Loterij
Best Social Impact Advertising
- Shoot for Better – Korea Sports Leisur
- The Difference a Grant Makes – Lottery west, Australia
- Mission Education Campaign (Ongoing) – California Lottery, US
Winner: Korea Sports Leisure
New Jury Recognition award winner
The Jury Recognition Award was bestowed on the Netherlands Lottery for “Staatsloterji al 300 jaar de loterij vanNederland”, during the closing dinner.
Responsible Gaming Awards
The Responsible Gaming Awards honor the lottery industry's most outstanding achievements in the area of responsible gaming, and the commitment of WLA Members to achieving Levels 2, 3 and 4 certification to the WLA RG Framework.
The Independent Assessment Panel considers RG initiatives undertaken by lotteries as part of the certification.
Submissions came from the following lotteries:
Player Engagement
- The Israel Sports Betting Board (ISBB)
- Norsk Tipping, Norway
- Lotto New Zealand
Winner: Norsk Tipping
Employee Engagement
- Hoosier Lottery, US
- Jogos Santa Casa, Portugal
- CMLS da Sorte, Brazil
Winner: Jogos Santa Casa
Retailer Engagement
- Lotto New Zealand
- Lotterywest, Australia
- CMLS da Sorte, Brazil
Winner: Lotto New Zealand
New Jury Recognition winner
The Jury Recognition category went to Lotto New Zealand for its initiative, Pause, Think, Skip – effective RG Communications for Priority Audiences.
