EL/WLA Marketing Seminar 2027

The EL/WLA Marketing Seminar 2027 will take place in Barcelona, Spain, from 20 to 22 January 2027.

Under the theme “Winning Together: The Power of Partnerships”, the seminar will explore how lotteries can move beyond the ticket, from customer relationships to community building, and from traditional partnerships to meaningful collaboration.

As the lottery sector responds to changing consumer expectations, digital transformation, evolving media habits and growing demands for trust, authenticity and social responsibility, the event will focus on how partnerships can help lotteries strengthen engagement, relevance, innovation and responsible marketing.

Participants will explore how collaboration with agencies, influencers, technology providers, ambassadors, sports organisations, cultural partners and wider stakeholders can help lotteries reach new audiences, design richer player journeys and build stronger connections.

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

The seminar is aimed at advertising, marketing and sales managers, product and brand managers, retail experts, digital experts, CEOs, COOs and CFOs. For the third time, the seminar will partially coincide with ICE Barcelona, offering an additional opportunity to connect with the wider gaming ecosystem.

The seminar will be conducted exclusively in English.

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.