EL/WLA Marketing Seminar 2026

Join European Lotteries (EL) and  World Lottery Association (WLA) in Barcelona for the 2026 edition of the Marketing Seminar, with the theme: “Content is Queen: The fundamental art of storytelling.”

In a time shaped by AI and rapid media innovation, this seminar takes a step back to refocus on what really matters in marketing: meaningful content and authentic storytelling. Participants will explore how lotteries can connect with players through strong messaging grounded in values, heritage, and purpose.

Key themes include:

• Messaging clarity, impact, and relevance
• Brand storytelling rooted in heritage and good-cause contributions
• CSR, responsible gaming, and tradition in communications
• Working effectively with creative partners
• Marketing team structure and operations

The seminar features practical examples from across the sector, from advertising and PR to retail and digital, and asks fundamental questions about the future of lottery communications.

Who should attend

The seminar is aimed at:

• Advertising, Marketing, and Sales Managers
• Product & Brand Managers
• Retail Experts
• Digital Experts
• CEO/COO/CFO-level decision-makers

Stay Updated

• Early bird registration is now open: Register here!
• More information about the agenda and logistics will be shared soon.
• To receive the latest updates about this seminar, click here to subscribe via the official event page.
• Official Link: https://www.european-lotteries.org/events/marketing-seminar-2026