EL/WLA Marketing Seminar 2027

The EL/WLA Marketing Seminar 2027 will take place at the Sofitel Barcelona Skipper in Barcelona, Spain, from 20 to 22 January 2027. Jointly organised by the European Lotteries and the World Lottery Association, the seminar will bring together lottery professionals from around the world to exchange ideas and discuss the future of lottery marketing.

Under the theme “Winning Together: The Power of Partnerships”, the seminar will explore how lotteries can move beyond individual transactions to develop stronger customer relationships, create communities and build meaningful collaborations. Discussions will consider how agencies, influencers, technology providers, ambassadors, sports organisations, cultural partners and other stakeholders can help lotteries engage new audiences and create richer player experiences.

The programme will combine lottery case studies, expert insights, inspiring perspectives and interactive discussions covering customer centricity, community building, AI-powered engagement, responsible marketing and the role of partnerships in shaping the future of the lottery sector.

The event is particularly relevant for professionals working in advertising, marketing, sales, product and brand management, retail and digital channels, as well as CEOs, COOs and CFOs. The seminar will also partially coincide with ICE Barcelona, providing an additional opportunity to engage with the wider gaming ecosystem.

Stay Informed

Registration for the EL/WLA Marketing Seminar 2027 is open. Visit the official event page for the latest programme, participation, fees and accommodation information.