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The Lottery of the Future: How Digital Technology Will Transform Experience and Impact

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Growing demands for businesses to demonstrate that they are purposeful, accountable and worthy of trust will combine with new digital technologies to transform the experience and impact of lotteries in the coming decade, according to a new report published by Allwyn, the leading multi-national lottery operator. Global lottery sales are expected to grow to more than half a trillion US Dollars by 2035, and by more than 40% compared with 2025, according to H2 Gambling Capital.

Working with The Future Laboratory, a strategic foresight consultancy, Allwyn has produced the industry’s first in-depth analysis of the future lottery experience. In The Future of Lottery: A Game for Change, experts say that lotteries are well positioned to meet the expectations of the consumers of 2035.

The emphasis on social responsibility, transparency and meaning from younger adults will see lottery brands double down on their commitment to supporting socially driven causes and responsible gaming, the report says.

This follows the same core principles that brands throughout the betting space at large are increasingly governed by: i.e., prioritizing player well-being and support. For example, the best practices followed by this online casino in Finland, and others like it globally, exemplify them fulfilling their duty of care to their players.

“It’s impossible to ignore the power of purpose when considering how Gen Z or young millennials think about where and how they will spend their money in the future,” says Martin Raymond, co-founder of The Future Laboratory.

As digital natives, these groups will also look to brands to embrace new technological possibilities, such as augmented reality and new forms of community engagement and social play.

The report outlines a number of ways in which lotteries could innovate to improve the player experience. For example:

  • Making the social impact of lotteries more visible: The use of smartphone apps, QR codes and interactive terminals can tell engaging stories about where lottery returns or taxes are directed – such as supporting investments in sports facilities, arts and cultural institutions or other types of community funding. The report says this heightened transparency could resonate with younger adult consumers’ desire for progress and activism.
  • Enhancing the social dimension of game play: Younger adults who play the lottery want to do so within their social circle, sharing their experiences with others. Technology could enable new multi-player formats to promote community and a sense of camaraderie both in the play itself but also in crowdsourcing funds for specific themes or issues.
  • Involving players in how lottery funds are spent: Lottery players could collaborate alongside traditional distributors of funds – even between different countries – to help decide the causes, projects or charities that are most deserving of their funds, perhaps choosing between a range of options presented digitally. Multi-national lottery operators have the opportunity to build links and communities between players and causes that transcend traditional geographic boundaries. “As lotteries become more international, they have the potential to become vehicles for achieving broader goals, such as addressing climate change or reducing social inequalities, by focusing on a coordinating a critical mass of inter-related micro solutions,” says the report.
  • Using virtual worlds and augmented reality (AR): Lotteries could use virtual worlds to show players how their money is making positive contributions to make the social impact more vivid. AR could allow customers to use their smartphones to scan physical objects to reveal hidden digital lottery tickets or participate in location-based games to win prizes.

Robert Chvátal, CEO of Allwyn Group, said: “Allwyn’s success in running lotteries is because we keep innovating to meet the needs and expectations of both current and new customers. While not every prediction in The Future of Lottery report will come to pass, every word of it will act as a catalyst for us at Allwyn to keep developing lotteries to meet the demands of players in the future, thereby returning more money to governments and good causes.”

Pavel Turek, Allwyn’s Chief Global Brand, Corporate Communication and CSR Officer, said: “As regulated businesses, trust is the cornerstone of the lottery industry’s relationship with the public. As younger generations of consumers expect more from businesses, lotteries have the potential to double down on being a positive force for change in their communities over the next decade.”

Martin Raymond, co-founder and editor-in-chief of The Future Laboratory, said: “Far from a game of chance and luck, the lottery of the future has the opportunity to be a positive vehicle of change for individuals, for communities and for societies at large. Now, thanks to next-generation tech, the industry has more channels that ever to address emerging audiences – bringing the value-focused adult Gen Zs along for the journey with immersive game experiences, responsible strategies and play that has purpose at its core.”

Experts who contributed to the report include Anthony Steed, head of virtual new environments and computer graphics at University College London, Katie Hillier, chief digital anthropologist at Liiv Group and Rosanna Iacono, CEO of The Growth Activists.

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Gaming Innovation Group – Mandatory notification of trade

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Gaming Innovation Group – Minutes from Annual Meeting of Shareholders
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Mikael Riese Harstad, Chairman of the Board and primary insider of Gaming Innovation Group Inc.

(GiG), has today transferred 864,403 shares in GiG to a life insurance policy with SEB Life International Assurance Company DAC with himself as the sole policy holder.

In addition, Helena Riese Harstad, a close associate of Mikael Riese Harstad, has today transferred 477,733 shares in GiG to a life insurance policy with SEB Life International Assurance Company DAC with herself as the sole policy holder.

After these transactions, Harstad and close associates owns no shares directly, but hold 1,342,136 shares through life insurance policies with SEB Life International Assurance Company DAC.

For further information, contact:
Tore Formo, Group CFO, [email protected] +47 916 68 678

This information is subject to the disclosure requirements pursuant to Section 5-12 of the Norwegian Securities Trading Act.

 

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Clarion Gaming and ExCeL London plan for the migration of iGB L!VE 2025 to the heart of igaming

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Clarion Gaming is advancing preparations for the migration of iGB L!VE to London in July 2025 establishing a roadmap of activities in partnership with the senior team at ExCeL London which will host the leading global event.

The latest meeting between the two organisations featured:

  • iGB L!VE Portfolio Director Naomi Barton,
  • Clarion Gaming Managing Director Stuart Hunter,
  • Head of Operations Richard Logan and
  • Head of Marketing Jody Frost with the senior team from ExCeL led by the venue’s
  • Chief Commercial Officer Simon Mills.

Expanding on the meeting Naomi Barton said: “This was the second senior level planning meeting that we have held with our colleagues at ExCeL London in order to move the home of the igaming community to a city which is the heart of the igaming industry in a country which is igaming’s largest market.

“The roadmap is being created in order to anticipate industry needs, address pain points and to exceed the expectations of customers. The migration of what is already a top performing Tier One igaming event is set against the backdrop of iGB L!VE’s 5-year growth plan which is focused on delivering 35,000 visitors and over 550 exhibitors and sponsors by 2029.

“Our vision is to harness the tremendous momentum created by the iGB L!VE brand and to take the event to a whole new level in a new venue, and a new exceptionally well-connected global home in the city of London.

“ExCeL London has a fantastic track record of helping events to fulfil their potential, and all of the building blocks are in place for iGB L!VE and its customers to accelerate their businesses to new heights in London.

She added: “Placing our customers at the heart of everything that we do is central plank to the iGB L!VE growth strategy, and the roadmap for 2025 is underpinned by a clear customer-focused programme that will ensure maximum cost-effectiveness as well as global growth for all of our stakeholders.

“We will be using July’s edition of iGB L!VE not only to reflect and celebrate our time in Amsterdam and say thank you to our fantastic partners for many years RAI Amsterdam, but also enable our vendors and customers to secure their presence at ExCeL London in 2025.”

 

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Paf’s results for 2023

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The Nordic gaming company Paf’s annual report for 2023 shows that it has been a good year which means a good sum of Paf funds for society. Paf’s published customer segments show more sustainable revenue in the past year. The Paf board gets a new member.

The Paf Group’s revenue for 2023 increased from €165.7 million to €177.1 million, an increase of 7%. The growth in revenue results in an increase in profit from €44.8 million to €55.1 million, which is a record for Paf.

“We can be happy and proud with the past year. We have gained a larger customer base and the number of active customers has increased by 27%, which explains some of it, but we are also well aware that the temporarily low gaming taxes in Finland have helped the result,” says Christer Fahlstedt, CEO.

Paf’s result is the best result in Paf’s 57-year history and an increase of 23% compared to the previous year. However, gaming taxes in a number of countries will be increased in 2024, which will create different conditions going forward. In Finland, the temporary reduction of the lottery tax has increased from 5% to 12%, in Sweden the gambling tax will increase from 18% to 22%, in Estonia from 5% to 6% and in Latvia from 10% to 12%.

“The trend of increasing gaming taxes will continue, and we expect to see more much-needed demands for increased responsible gaming measures. The changes will result in reduced profitability and many operators will find it more difficult. But Paf is well prepared for the times ahead,” says Christer Fahlstedt.

31.4 million euros in Paf funds
The annual distribution of Paf funds will be €31.4 million. Paf funds are used for the benefit of society, including a number of third sector organisations that work to promote society in social activities, culture, youth work, sports, environmental activities and more.

“It’s undeniably great that Paf is achieving a great result, allowing us to distribute a total of €31.4 million in the form of Paf funds. The employees have done a phenomenal job over the past year, and the Board would like to thank all Paf employees who have made this possible,” says Jan-Mikael von Schantz, Chairman of the Paf Board.

Sustainable entertainment
In 2023, Paf chose to invest heavily in responsible gaming, and the loss limit for all customers was lowered to EUR 17,500 per year. In addition, in spring 2023, Paf introduced a specific loss limit for young players aged 18–19, €1,800 per year. In spring 2024, Paf chose to lower the loss limit for young people aged 20–24. Young people of that age already had a lower loss limit at Paf but it was further reduced from €10,000 to €8,000 per year.

“This is an important continuation of the direction we are striving to take at Paf for our responsible gaming. Now young customers can only gamble with us for sums that are at more sustainable levels and within the framework of the customer segment we have defined ourselves as the green segment,” says Christer Fahlstedt.

Paf’s customer segments 2017–2023
The published table shows the development of gaming in different customer segments from 2017 until 2023. The red segment for customers who have lost more than €30,000 in one year is at zero in recent years, as Paf’s loss limits stop large losses. The white segment shows the number of players who ended the year in profit.

“It is encouraging to see that we have once again increased the green revenues with more sustainable revenues by a full 7.6%. It is possible to change an outdated business model in the industry and we will continue our strive to be a gaming company that provides sustainable entertainment in everyday life,” says Christer Fahlstedt.

The figures for Paf’s customer segments have been reviewed by auditors as part of the audit of the financial statements.

“Our published and open customer segments show what our investments in responsible gaming measures have achieved over the years. The publication gives credibility to our efforts at a level that no other gaming company has been able to show,” says Christer Fahlstedt.

Daniela Forsgård new on the board
Paf gets a new board member when Daniela Forsgård takes a seat on the board. At the same time, Birgitta Eriksson is stepping down after many years on Paf’s board.

“I really want to thank Birgitta for the solid contribution she has made to Paf’s Board over the years.”

“Daniela Forsgård’s merit-based knowledge of finance, combined with the international experience she possesses, will fit in well with the Board. In addition, Daniela has personal experience of Paf as she previously worked at Paf,” says Jan-Mikael von Schantz.

The Paf Board now consists of Chairman Jan-Mikael von Schantz, Board members Gunnar Westerlund, Denise Johansson, Roger Nordlund and Daniela Forsgård.

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