44 PUBLIC GAMING INTERNATIONAL • JANUARY/FEBRUARY 2026 on multiple platforms, not just TV or one social channel.” Harjinder highlighted California’s focus on diversity and relevance. “Our player base is incredibly diverse,” she said. “We don’t assume one generic ad will work for everyone. We work with dedicated agencies for Hispanic, Asian, African American, and general markets, and we rely on their research to shape culturally relevant storytelling. What works in English-language media may not work in Spanish or Mandarin—and we honor that.” Final Advice: Authentic, Loud, and Unafraid of Change As the session wrapped, Harjinder asked the panel: What advice would you give to newer lottery directors trying to build lasting trust with stakeholders? Helene went first: “Be authentic and be honest,” she said. “If there’s a problem, acknowledge it. Don’t sugarcoat. And don’t give up because a legislator canceled twice or a reporter ignored you. Persistence, done the right way, is respect.” Brian followed: “Listen more,” he said. “We all love to talk, but you can’t understand stakeholders if you’re not listening to what they value. And don’t be afraid of change. This industry is moving fast—products, expectations, channels. If we’re scared of moving, we’ll get left behind.” Alec stressed accessibility and substance: “Be accessible and bring something of value to every conversation,” he said. “Give people at least one piece of information that makes them say, ‘I didn’t know that.’ When stakeholders walk away smarter, they’re more likely to come back—and to speak up for you when it counts.” Dolly boiled it down to communication: “Overcommunicate,” she said. “With staff, vendors, legislators, media, players— everyone. Communication builds trust, and trust is what carries you through the tough days. No one likes surprises, especially not in public service.” Harjinder closed on integrity: “Authenticity and integrity are non-negotiable,” she said. “We’re stewards of a public asset. When we mess up, we admit it. When we do something great, we share it. Either way, we tell the truth. If we do that consistently, stakeholders see it. And that’s how we earn the right to ask them to stand with us.” The message from the panel was clear: we don’t get enthusiastic stakeholders by staying quiet, keeping our heads down, and hoping for the best. We get them by showing up, opening the doors, telling real stories, calling out old myths, owning our mistakes, and relentlessly reminding the public that lottery is not just about games—it’s about public good. The poll at the beginning may have been unanimous. The goal now is to make sure that if we ask that question again in a few years, the answer won’t be. n take actual player behaviour into account to understand and assess the player experience. D. Gale: Visual elements alone do not define the gaming experience. While some imagery may overlap due to shared cultural references, the player experience is shaped primarily by game structure and interaction, not aesthetics. E-instants are non-interactive in terms of outcome influence, with no skill-based decision-making, no escalating wagers, and no open-ended play cycles. Players cannot alter results through choices, timing, or strategy. These limitations are fundamental differences from casino games, where player agency and wagering dynamics are central to the experience. Lotteries must still remain mindful of how presentation impacts perception. This is why NASPL encourages thoughtful product design and clear differentiation in messaging, ensuring players understand the nature of the game and can make informed choices. Given the importance of gaming to younger generations, there seems to be a growing trend towards further gamification of games. How could e-instants develop further while remaining faithful to traditional lottery features? D. Gale: There are many ways e-instants can continue to evolve by focusing on engagement without altering the fundamental nature of lottery games. Development can focus on gamification at the experience level rather than the outcome level. For example, e-instants can incorporate richer storytelling through themed game journeys, progressive narrative elements, or seasonal/topical content that unfolds over time without changing odds or prize structures. Additional gamification characteristics could include non-monetary achievements, such as badges for completing a game or trying different themes, and optional challenges that encourage exploration rather than increased spend or frequency of play. Enhanced animations, sound design, and interactive reveals can also modernize the experience. Equally important, gamification can support player understanding and well-being. Interactive tutorials, transparent probability displays, and real-time reminders about how spend or play duration can be designed in a game-like, intuitive way that helps players stay informed and in control. When implemented thoughtfully – and following best practices from regulators, suppliers, and responsible gaming experts – these features allow e-instants to feel contemporary and engaging while staying true to the core characteristics that define lottery games. P. Van Baeveghem: E-instants already play an important role in the portfolio of products that some lotteries offer today. This is particularly so when these lotteries operate in an environment increasingly shaped by online casino games and other digital products that have certain characteristics that are identical to games of chance, such as “loot boxes” or other types of games where players can win cash prizes if they place a certain bet, for example. It seems important that lotteries are allowed to continue to offer e-instants in order to remain relevant in a context where they are otherwise at risk of being squeezed between two extremes. The worst thing that could happen is for regulators to opt to treat e-instants as online casino games, while at the same time treating the completely non-transparent “loot boxes” as ordinary entertainment games. It is at this point that cooperation between regional associations such as EL and NASPL can offer advantages in terms of exchanging experiences and informing regulators and legislators. n Get ready to be inspired! Engaging Stakeholders, Owning the Narrative, and Getting Loud About the Mission! — continued from page 34 E-Instants: A Transatlantic Conversation on Lottery Innovation — continued from page 19
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