41 PUBLIC GAMING INTERNATIONAL • JULY/AUGUST 2026 of retail demonstrated how lotteries are adapting to changing consumer expectations while recognising that each market is deeply embedded in its own societal and cultural context resulting in different approaches across countries. Examples from Europe and Africa showed that digital transformation is not about replacing retail, but about creating seamless omnichannel experiences that place the player at the centre. Discussions highlighted the importance of trust, accessibility and customer-centricity in supporting sustainable growth. A strategic priority for EL is tackling illegal and irresponsible gambling practices. Discussions highlighted the growing scale and sophistication of illegal operators and the risks they pose to consumers, regulated operators and society. Interim findings from the project were shared, reinforcing the message that effective action requires stronger cooperation between lotteries, regulators, law enforcement authorities and digital platforms. The final results of the project are expected later this year and will help guide future actions to empower EL members in tackling illegal and irresponsible online gambling activities. Discussions on artificial intelligence, responsible innovation and future-focused business models demonstrated how lotteries can embrace technological change while maintaining public trust and delivering societal value. A clear message emerged throughout the session: innovation and impact must go hand in hand. Trust remains one of the lottery sector's most valuable assets and will be critical as lotteries continue to evolve and respond to changing player expectations. Responsible gaming remains a core priority for EL and was an important focus during the event. Participants had the opportunity to learn about the key developments and enhancements introduced through the new EL Responsible Gaming Standards. Developed through extensive collaboration with EL members and external experts, the updated Standards and Certification Framework provide an even more robust, effective and trusted benchmark for the sector in Europe. The event also explored the evolving lottery ecosystem and concluded with the EL General Assembly on 10 June, where members unanimously approved all resolutions, including a new Code of Conduct on Sports Betting and the renewed Responsible Gaming Standard. These milestones reinforce EL's continued commitment to player protection, responsibility, and public trust. Across all sessions - from digital transformation and responsible gaming to innovation and the fight against illegal gambling - one message remained clear: lotteries are strongest when they work together, share knowledge and address common priorities and challenges collectively.
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