Authentic storytelling instils trust in the lottery industry
“Trust matters to every brand. In the lottery business, it matters even more,” said Hana Barochova, Head of Category Management - Lotteries at Allwyn International, during her presentation at the WLA and EL Marketing Seminar in Barcelona.
Hana is also Executive Chair of the EL Marketing & Communication Working Group which aims to monitor and advise on marketing and communication developments, trends and campaigns and contribute to EL public position communication.
The global regulated lottery and sports betting industry must always ensure the integrity of its offers, as well as demonstrate that it provides players with safe, secure, responsible gaming and sports betting environments.
Credibility is everything
The theme of the Seminar went back to basics of marketing and communications with a focus on content and the art of storytelling.
Underscoring the importance of trust at the foundation of the lottery industry, Hana noted that players only engage when they believe the game is fair, transparent, and honest, and that without trust, no story, offer, or innovation could succeed.
“Trust must be built in every message and protected in every decision.”
In an era of rapidly evolving technology, social media channels, and global trends, it is paramount to take a step back from all the noise, set priorities, make choices and stick to them, rather than packing all angles – CSR, compliance, legal, product attributes, winnability, tactical promotions, corporate heritage, and more – into the content.
Rethinking how to craft and communicate the message
When developing advertising and crafting messages, the basic message and content can get lost or become overlooked for different reasons.
While inclusivity was essential, overengineering political correctness could make advertising feel artificial and hard to believe. Carefully calculated casting, storylines, and copy designed to avoid every possible stereotype could result in undermining authenticity and emotional credibility.
Many of the presenters agreed that one message does not fit all, and it is important to understand the different target groups and tailor the content and messaging to them.
The dos and don’ts
Reminding the audience of the EL’s tagline: For the benefit of society, Hana explained that it was important to sell the fun and create authentic messages highlighting the good causes, without sounding scripted, void of emotion, or like a box-ticking exercise.
Messaging for Emerging Adults
Lotteries are generally a lower-risk, draw-based category, but emerging adults can still be vulnerable to gradual overspending over time. Hana noted that the most helpful role lotteries can play is to keep participation clearly positioned as small-stake entertainment – backed by transparent information on odds and prizes, and simple, prominent budgeting cues that support spending within one’s means.
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