46 PUBLIC GAMING INTERNATIONAL • MARCH/APRIL 2026 Creative partnerships of the future: Rethinking how we work together This year’s Seminar also explored the changing partnerships between lotteries and creative agencies. Examining how client–agency relationships should evolve in response to new technologies — including AI — and changing expectations, a conversation with lottery marketing professionals and creative leaders emphasised the need for deeper partnerships built on trust, shared goals, and mutual accountability. Steve Parkinson, Marketing & Brand Director, Allwyn UK, Michael Rittmannsberger, Director Lottery Products, Austrian Lotteries and Jack Blanga, VP Executive Creative Director, Newlink Italy all gave their expert perspectives on the topics from how partnerships are evolving to expectations in the coming years. The session was moderated by Lucy Lenaers Mathieson, EL Communications Officer. Whether it’s working with a big international agency or a smaller in house studio – the principles and values remain the same – the partnership is built on trust. In an evolving digital landscape, AI should not be seen as the enemy of creativity. Instead, it can act as a powerful tool reshaping how stories are made. Through evolving creative partnerships between lotteries and agencies, the key to good storytelling is authentic narratives with a human touch. Key takeaways In addition to the inspiring keynotes and insightful panel discussions, lottery marketers themselves brought the importance of storytelling to the Seminar. Whether it was through creative commercials or the Gen Z lens, this year's edition reaffirmed that while channels and tools continue to change, emotional and trustworthy storytelling remains the cornerstone of effective lottery marketing. By staying true to their purpose and values — where message comes before medium — lotteries can continue to build meaningful connections with players and society alike through the fundamental art of storytelling. After all, content really is queen. Thanks to all the speakers - Hana Barochova (Allwyn International AG), María Núñez (SELAE), Laura Feliziani & Lorenzo Elia (Brightstar Lottery Italy), Sara Jdily (MDJS), Cian Murphy (PLI) and Ecem Erdem (KANTAR). The EL Level I Partners & WLA Platinum Contributors Brightstar & Scientific Games, and WLA Platinum Contributors Pollard Banknote Ltd, and EL Level II Partner & WLA Gold Contributor Aristocrat Interactive also brought their perspectives on storytelling from the suppliers side. Finally thanks to the moderators who led us on this journey - Luca Esposito, WLA Executive Director and Lucy Lenaers Mathieson, EL Communications Officer. n Book now your calendar for the next edition : The 2027 EL/WLA Marketing Seminar will take place January 20-22, 2027, again in Barcelona (ICE 2027 dates : Jan 18-20, 2027). Hana Barochova Cian Murphy Sara Jdily María Núñez Francesca Allison Genevieve Pageau
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