is brought to you with the
Asia Pacific Lottery
The regional conference and annual general meeting of the
Asia Pacific Lottery Association
(APLA) took place recently (September 8 - 11, 2004) in the beautiful city
of Perth in Western Australia.
Some 130 participants from 19 lotteries, vendors and
authorities from the region attended (see list below). The topics on the agenda
included: Economic and Demographic Trends in the Asia Pacific region, Ethics
and Responsible Gaming, Sports Lotteries, Privatization and Lottery
The seminar got off to a flying start on Wednesday evening
with a welcoming social function hosted by Lotterywest at Scitech, home of Australia's
biggest and most technically advanced planetarium, Horizon Planetarium.
Delegates were treated to a wonderful experience as they were taken on a
journey through space. Following the demonstration they were invited to dine in
one of the Planetarium's function rooms.
On Thursday morning delegates assembled in the very well
appointed Burswood Convention Centre. In her welcome address, Jan Stewart, APLA
Chair and CEO of Lotterywest, thanked the delegates for responding to APLA's
invitation to attend the inaugural APLA regional conference. Ms Stewart also
thanked the sponsors for their generous support.
She outlined the business program and told delegates to take
the opportunity to network with colleagues. Ms Stewart also told delegates that
the region covered by APLA included some of the oldest and most successful, as
well as the newest and fastest developing lotteries in the world. She said APLA
has a very important role to play in providing the means for lotteries in the
region to learn from each other.
Following Ms Stewart's warm welcome the Hon Nick Griffiths,
LLB, MLC Minister for Racing and Gaming declared the conference open. The
Minister said his government was very keen to maintain good relationships with
Western Australia's neighbours in the region. He also told the delegates that
they were part of a very important industry.
The first of the invited Key Note speakers was Professor
Peter Kenyon, Director of the Institute for Research into Competitiveness at
Curtin University of Technology in WA. Professor Kenyon spoke about the
economic and demographic trends in the Asia Pacific region. He proceeded to tie
a recent EDT survey into how it relates to the lottery industry.
The second speaker of the morning was Professor Ron
Cacioppe, from the UWA Graduate School of Management and Director, Integral
Leadership Centre. Professor Cacioppe spoke about trends affecting leaders
today and in the future, and how to meet stakeholders' expectations. He also
talked about the key skills of integral leadership and management, and posed
the question to delegates: "Is our work increasing the quality of
Andrew Walton, Lotterywest's Manager Corporate
Communications followed Professor Cacioppe. Andrew told delegates of
Lotterywest's journey from the Lotteries Commission of Western Australia to
Lotterywest. He provided an impressive overview of the difficulty in rebranding
the lotteries entire product range and described it as: "an extraordinary
Chris Lyons, VP Marketing GTECH, gave the last presentation of the
morning. Many in the industry will remember Chris as the Director and CEO of
the Oregon State Lottery. She has the
advantage of learning what players' want in terms of a delivery medium from
both a lotteries viewpoint, as well as through the eyes of a supplier. Chris
told the delegates that it was management's responsibility to monitor new
technology and changing consumer lifestyles that create new ways to reach and
relate to players. She also spoke about how organisations facilitate
relationships and create value and loyalty.
Following an excellent lunch sponsored by
GTECH, Henry Chan, the Director of
HKJC Lotteries Ltd told delegates
about Hong Kong's experiencing with introducing sports games. He covered the
events leading up to the government awarding the HKJC a licence to operate
football betting. He also described the negative impact of the growing illegal
betting market on the sales and image of the state lotteries. And, he described
how football betting had launched an era of revolution and catapulted the HKLC
from a financially 'Risk-Free' to a 'Risk-Bearing' business.
Next, John Teo, Chief Financial Officer of
Singapore Pools (SP), gave a detailed
presentation on the background and operations of his organisation, in
particular where SP is now in terms of product evolution. He discussed SP's
distribution network and the organisation's responsible gaming measures. John
also talked about recent trends and opportunities and SP's plan to revamp their
Sweepstakes game, as well as initiatives to reduce costs.
Tony Pearse, Group Marketing manager for Lotterywest
recounted the Instant "Long Play" background in Western Australia, and
the lessons learnt. While, Trevor Hall, CEO of the
New Zealand Lotteries Commission gave a case
history of turning around NZ Lotteries, which culminated last year in
delivering the best profit for the community in the history of the
organisation. He discussed the issues that had to be resolved over the last few
years and how the organisation went about implementing change. He also spoke
about an Asia Pacific Regional game and commented that NZ Lotteries wouldn't
mind joining the Australian Lotto Bloc. Finally, Trevor told the delegates that
the NZ Lotteries RFP for a new online system had closed, and he was pleased
with the response from vendors. Seven companies had responded to the RFP.
Professor Jan McMillen, the Director of the Australian
National University's Centre for Gambling Research, reviewed sports lottery
trends in Australia and overseas. Professor McMillen walked delegates through
the background of online gambling policy, summary of key research findings and
failures, and future trends.
The final session presentations included a detailed report
from Reidar Nordby, President of the World
Lottery Association (WLA) and CEO of Norsk Tipping AS. Mr Nordby talked about
WLA security standards and updated delegates on cross boarder gaming issues.
Adrian Nelson, General Manager, Strategy Division,
Tattersalls then gave an overview of
Tattersalls operations. He spoke about the pitfalls and benefits of
privatisation. He also discussed at length the key success factors that would
determine if the privatisation of a government owned lottery would be
successful. These factors, according to Adrian are: Legislation, Selecting the
Operator, a Business Plan, Regulation and "What Happens to the
The two final presentations were given by Nikolopoulos
Dimitris, Sales Executive, INTRALOT,
who provided an impressive overview of present and future technology trends,
and Nick Hodgeman from EssNet, who talked about developing new lottery
On Thursday evening delegates enjoyed a relaxing cocktail
reception at Perths newest icon, the Bell Tower, a towering glass spire
located where Perth meets the Swan River. Here guests learnt about the history
of the twelve bells and experienced a bell ringing demonstration, against the
backdrop of the stunning Perth city skyline and Swan River. Delegates were then
taken on a short ferry ride across the Swan River to dine at the international
award winning Oyster Bar. The evening was sponsored by
The theme for the morning session on day 2 was "Corporate
Social Responsibitity." The first speaker was Professor Jan McMillen who
took delegates through national trends in corporate social responsibility and
the implications for lottery organisations. Prof. McMillen discussed the
lessons learned from the Australian Productivity Commission inquiry. She said
the way a problem is defined would determine what is done about it. Prof.
McMillen posed the question of "what is meant by responsible gambling"
to delegates and asked "whos responsibility is it?"
The good news from the inquiry, according to Prof. McMillen,
is that there are now new models of "Responsible Regulation." In
closing, Prof. Mcmillen discussed responsible gambling strategies.
June Roache, CEO of South
Australian Lotteries (SAL), was the second speaker for this session. Ms
Roache walked delegates through the consultative process, that took nearly two
years, for SAL to develop a State Lotteries Responsible Gambling Code of
practice and the State Lotteries Advertising Code of Practice. Both codes were
implemented on April 30, 2004.
Professor Allan Peachment from Curtin University then gave a
thought provoking address on organising to combat unethical practices. He was
followed by Bill Thorburn, CEO of the Golden
Casket Lottery Corporation (GCLC). Bill discussed the Golden Caskets
Responsible Play Program and the Queensland experience with implementing the
state Voluntary Responsible Gambling Code of Practice. He also told delegates
of his role as a member of the RGAC, which is made up of Government, industry
and the community. The RGAC provides advice to government on responsible
gambling and harm minimisation policies. Bill went on to tell delegates about
upcoming initiatives, which will shortly see the RGAC finalise the Queensland
Responsible Gambling Advertising and Promotions Guidelines.
The second session on the morning of day 2 was directed
towards marketing and marketing research. The first speaker for this session
was Brent Stewart, CEO Market Equity, who focused on market research and the
lottery industry. Brent told the audience about the roll market research played
in the corporate rebranding of Lotterywest, and the suite of products that
followed that successful branding exercise. Brent was followed by Kevin Downes,
Marketing Manager for OGT. Kevin spoke about market segmentation and Instant
lotteries. He pointed out the advantages of a segmentation approach and gave
delegates examples of psychographic segments, the names given to various player
segments by different lottery organisations. He also spoke about of the role of
advertising and promotions for instant tickets.
Kapil Khanna, Senior Executive of
Martin Lottery Agencies, provided an
impressive overview of lotteries in the Indian sub-continent. In the five
countries that make up the Indian sub-continent, only 33% of the population
have access to legal government sponsored lotteries. This segment represents
only 23% of the total lottery sales for region. Kapil told the delegates that
over 258 million lottery tickets are sold every day and over 1,000 lottery
draws are conducted on a daily basis in India. In 2003 the total lottery
turnover was US$4.63 billion. He said the challenge facing the industry was to
provide the majority of India's population (67%) with access to legal
government sponsored lotteries.
Following another excellent lunch sponsored by
GTECH, the final business session
focused on marketing and was facilitated by Henry Chan, the Director of the
HKJC. Mr Somchainuk Engtrakul from the Government Lottery Office (GLO) in
Thailand told delegates of the GLO's attempt to combat the illegal lottery
operators by implementing a number of online number games. He said this
initiative has been responsible in capturing around 10% of the illegal 2D and
3D market. The GLO still conducts passive draws. Preprinted booklets of tickets
are distributed to 360 Post Offices in 76 provinces. The booklets are collected
by approximately 6,200 agents.
Gai Swords, NSWL's
Lotto Product Manager, described the difficulties of managing a complex
portfolio of Lotto products in a mature market. She discussed how changes were
implemented to retain Lotto's popularity and how NSWL established a distinct
positioning for all its games. Mr Shunichi Chiba, Senior Manager for Mizuho
Bank outlined the market research activities conducted for the Japanese
Takara-Kuji Lotteries. He talked about the findings of the "Public Opinion
Poll for Lotteries" conducted very three years by the
Japan Lottery Association (JPA) and
Mizuho Bank' Lottery Division.
Reidar Nordby was the final speaker for this session. He
discussed issues for the lottery industry in the future and WLA's future
direction. Reidar told delegates that Norsk Tipping AS had recently been given
the right to run VLTs in Norway. He said Norsk Tipping now has the
responsibility of regulating and operating Norway's 16,000 VLTs. He told
delegates about the checks and balances Norsk Tipping has introduced to curtail
the expansion of VLT gambling in Norway. This has been accomplished in part by
introducing long play games, which Reidar demonstrated to the audience.
The final wrap up was performed by a expert panel consisting
of Ms Jan Stewart, Mr Reidar Nordby, Ms June Roache and Prof. Jan McMille, who
discussed the most significant issues raised over the last two days and major
issues for the WLA in the region.
The panel thought leadership challenges in difficult
regulatory environments and competition to lotteries traditional territorial
boundaries were going to be high on the list of challenges facing lottery
managers and regulators. Illegal gambling also got a mention, as did
responsible gambling and harm minimization issues. Reidar said that new
technology was tearing down the lotteries' traditional monopoly, and he
finished by saying the Asia pacific region has the steepest learning curve of
Following the conference closure, the annual general meeting
of the Asia Pacific Lottery Association (APLA) took place. Jan Stewart stepped
down as the Chairman of APLA, and handed over the baton to incoming Chairman,
Mr Henry Chan, the Director of HKJC Lotteries Ltd. Ms June Roache, CEO of South
Australian Lotteries (SAL), was elected Vice Chairman and Lorraine Driscoll,
Director of Planning, Projects and Business Analysis, Lotterywest was reelected
The closing dinner, Sponsored by
Tattersalls, took place at the
Maritime Museum in Fremantles historic harbour. The Museum provided a
truly unique Western Australian experience set against a stunning waterfront
backdrop. Before dinner, cocktails were served while guests enjoyed the sounds
of a traditional sea shanties band. Delegates were invited to tour the
Museums Ocean Gallery before dinner. This event was the formal conclusion
of the conference. Presentations were made from the newly elected APLA Chairman
and WLA President.
APLA Regional Conference
| ANU Centre for Gambling
Research Program, Regulatory Institutions Network.
Automatic Systems Ltd.
China Gloria Investments & Management Co Ltd.
China Welfare Lottery Issuing & Management Centre.
Golden Casket Lottery Corp.
HKJC Lotteries Limited.
Multimedia (Lottery Insider).
Japan Lottery Association.
Korea Lottery Services Co.
M/S Labhlaxmi Enterprises.
Martin Lottery Agencies Ltd.
Limited Lottery Division.
New Zealand Lotteries Commission.
Oberthur Gaming Technologies.
Online National Lotteries
Pan Malaysian Pools Sdn Bhd.
Pollard Banknote Limited.
Scientific Games Corporation.
Shanghai Lottery Information Services Co.
Singapore Pools (Private) Ltd.
South Australian Lotteries Commission.
Sports Toto Malaysia Sdn Bhd.
The Government Lottery Office (Thailand).
World Lottery Association.
Norsk Tipping AS
On Saturday Scientific
Games sponsored a networking day that commenced with a breakfast at
Frasers Restaurant in Kings Park, which overlooked the magnificent Swan
River. Following breakfast delegates were taken for a short stroll across the
Lotterywest Federation Walkway.
The group then boarded the luxurious Miss Sandalford for a
scenic cruise along the Swan River. Along the way delegates sampled premium
Sandalford wines. Back on dry land, a behind the scenes tour
of Sandalford winery was followed by a delicious three-course lunch, served
with perfectly matched wines. To finish the day, delegates visited the Cellar
Emporium to taste fortified wine straight from the oak barrel and browse one of
Western Australias largest cellar doors.
SOURCE: Lottery Insider Staff Report
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