The regulated lottery and sports betting industry must maintain its credibility if it is to continue to have positive impact on societies around the world.
The WLA is committed to supporting its members in achieving their responsible gaming (RG) and Corporate Social Responsibility (CSR) initiatives. As such, RG is at its core of WLA CSR activities, which also cover environmental issues, ethical governance and the support of good causes.
During WLS 2024, the CSR Responsible Gaming session outlined new initiatives the WLA has introduced in this regard as part of its Strategic Plan. Panellists Jason Delamore, CEO, Lotto New Zealand, New Zealand; Sarah Taylor, Executive Director, Hoosier Lottery, US, and Cian Murphy, CEO, PLI, Ireland, described their CSR journeys, highlighting challenges faced and the positive impacts achieved. The session was moderated by Lynne Roiter, World Lottery Association, Canada, with panellists
WLA initiatives
Lynne Roiter highlighted some of the WLA initiatives, including:
- The aim to achieve 100% certification of its members to the WLA RG Framework, Levels 2, 3 and 4 within 18 months. Significant progress has been made, with 122 lotteries currently certified and a record 16 submissions in the last round in October.
- The introduction in 2024 of the RG network, a password-protected platform, that allows RG specialists to share information. Accessible on the WLA site, it features sections on advertising restrictions, legal developments, and RG research and allows members to search for information using filters and will be interactive, enabling members to ask questions and share responses.
- The establishment of a buddy system to help lotteries navigate the certification process.
- From 2024, the partnering with DigitalRG to provide free access to their certification platform.
Hoosier Lottery
Sarah Taylor, who also chairs the WLA CSR Committee, talked about the Hoosier Lottery’s Project Red – responsible, ethical, and dynamic – which aims to facilitate the sharing of practices among lotteries.
It’s three objectives are to:
- Learn from others
- Connect with each other
- Understand trends and benchmarking data.
The Project began with simple questions about RG and sustainability, followed by a full questionnaire, and finally a voluntary lottery network. It includes an intelligence database that allows lotteries to compare their practices with similar profiles and learn from others.
Lotto New Zealand
Jason Delamar, talked about trends that impact Lotto New Zealand, such as changing demographics, competition from online casinos, and the cost-of-living crisis.
With 48% of revenue from digital channels, there is ongoing digital transformation with a focus on customer experience and data-driven operations, and a clear strategy to maximize profits back to the community while minimizing gambling harm.
The board and management is highly engaged in RG efforts, with a dedicated subcommittee for gambling harm engagement, that includes education and responsible play.
He noted that the lottery uses third parties to engage with priority groups and has a process for reducing store numbers in high deprivation areas and looking ahead there will be a focus on understanding regulatory changes and preparing for increased competition from online casinos.
Irish National Lottery
Kian Murphy from Irish National Lottery discussed their ESG framework and player protection measures.
The lottery adopts a framework-based approach to ESG, focusing on community, partners, planet, people, and practices. Some key initiatives include player protection, environmental sustainability, employee well-being, and community support.
Murphy noted some player protection and CSR measures in place, including:
- A think 21 policy, mystery shoppers, and transaction limits.
- Online channels have mandatory spend limits and risk-scored games, with tools for players to manage their play.
- The lottery monitors individual play patterns and changes, with a team dedicated to preventing player harm.
- Environmental sustainability efforts include measuring carbon emissions, reducing ticket size, and using energy-sustainable offices.
Enhancing the lottery and sports betting industry through diverse and inclusion
Expanding on CSR activities during WLS 2024, the session for Diversity and inclusion covered steps taken by lotteries to embrace differences and foster an inclusive work environment.
The session was moderated by Younes El Mechrafi, General Director, La Marocaine des Jeux et des Sport (MDJS), Morocco with panellists Harold Mays, Director, Illinois State Lottery, US and Camilla Foladori, Chief Strategy Officer, Sisal S.p.A.
Below are some of the points noted by the panel.
Sisal
Camilla Faladori talked about the transformation of SISAL from a retail-based legacy to a digital champion, increasing its workforce from 1500 to 3400.
She described its sustainability agenda, which aims to be net zero by 2035 and increase the number of women in leadership positions by 2026; a multifocal approach to diversity, includes gender, disability, multiculturalism, and sexual preferences.
Faladori underscored efforts to address biases, started with an assessment in 2021 and creating an inclusion team and talent reviews, as well as the importance of measuring and reducing the gender pay gap and supporting initiatives like Pride Month to create a welcoming environment.
Illinois Lottery
Harold Mays introduced the Illinois Lottery, its history, and diverse demographic reach. He described the state's Office of Equity, established in 2021, with goals to embed equity within state government and support diversity and inclusion (D&I) programs.
Mays explained the Lottery's implementation of five action domains, including: training and education, opportunity and advancement, infrastructure and accountability, organizational climate and culture, and thriving community, as well as specific initiatives, for instance, mandatory D&I training, increased access to D&I resources, and language access plans for prize claim centres.
MDJS
Younes El Mechrafi highlighted the role of education in addressing biases and the importance of self-confidence in overcoming resistance to inclusion. He also shared his personal journey with feminism, and the need to include women in science and leadership roles, in the industry. He raised the point on how pervasive bias can be and for organizations to recognize and address this.
In conclusion, there was general agreement of the collective effort required to achieve true inclusion, and the role of top management in driving change, as well as the challenges of integrating D&I practices into recruitment processes, and the need for awareness raising and education.