Stand your ground online – the future growth for the National Lottery The real money gaming market is a growing and valuable segment of the digital economy, with an increasing share of the global gaming market. The interactive gaming market was estimated to be worth €26.1billion in 2013, with a predicted compound annual growth rate (CAGR) of 10.1% to 2018. In the last few years online gaming’s development has benefited from the roll-out of broadband services; from technology innovation and the rapid expansion of smartphones and tablets; from investment by the industry to promote its services; from increased consumer trust in payment mechanisms; and from traditional bricks and mortar businesses making it online. Growth has also been driven by an expanding customer demographic. As the early adopters, who typically were in the 18–25 age-bracket, become older and continue to play, they are being joined by the next generation of gamers, whom enjoy their first gaming experience online through phones and tablets. National Lottery Forum will give national gaming and gambling executives an opportunity to assess the competitive landscape and establish road-maps to effectively compete with other operators. By understanding which platforms and technology to invest in, national operators can maintain desirable offers to their customers and prevent any further loss of revenue.

1. NATIONALLOTTERY
FORUM 2015
PROTECT.GROW.INNOVATE
April 17th
2015,7AStrandvägen,Stockholm,Sweden
www.nationallotteryforum.com
SPEAKERS & PANELISTS 2015
Chief Security Officer Compliance Manager,Paf
Director of Law department,Lotteries and
gambling supervisory inspection,Republic of Latvia
Head of the Secretariat,Belgian Gaming Commission
Secretary General,EGBA
President,The European Lotteries
Chief Responsibility Officer,Paf
Director,Seren
Brandl &Talos Rechtsanwälte GmbH
Svenska Spel
Veikkaus Oy
Lottotech
Director,International Gaming Research Unit,NottinghamTrent University
BYINVITATION ONLY

2. Editor’s Note
Stand your ground online!
How long can this dysfunctional EU last? Reform is required but there seems no appetite for it.
The gambling news from Europe always appears to be negative, the latest big issue being the
implementation of new EU VAT regulations. On the other hand, the interactive gaming market is a
growing and valuable segment of the digital economy. It is estimated to be worth €26.1billion in
2013, with a predicted compound annual growth rate (CAGR) of 10.1% to 2018.
This growth has been driven by the rapid expansion of smartphones and tablets, the increasing
consumer confidence in effective and low-cost payment methods as well as by the expanding
customer demographic.
Consistency is a term that usually suits neither the online gaming industry nor the drivers behind it. But in times of high competition, roughly
embattled market shares, low margins and a fast increasing gap between the players, consistency is required more than ever. Finding a way to
stabilize and compete with other operators is an essential road-map that every National Operator must have as part of their immediate strategy.
In challenging times being idle is not an option.With consumers in Europe searching beyond national borders for online gaming services, it is
more than evident for national providers to be as competitive as they can be. Start establishing road-maps to effectively compete, grow, protect
and innovate! Start standing your ground!
Welcome to the close-door National Lottery Forum 2015.
Heidi Scheiffele - Editorial Director
2
NATIONALLOTTERYFORUM 2015
www.nationallotteryforum.com

3. 08:00 Registration Opens for National Lottery Forum 2015
08:30 Chairman’sWelcome
08:40 Review i-Gaming Forum: Networking & Fika
Agenda
THE NEWEUROPE –ADIVERSIFIED MARKETIN RAPID CHANGE
09:00 Regulatory Panel – the European landscape for National
Lotteries
A year after the European Commission’s infringement proceedings
against member states regarding online gambling rules and the
envisaged EU-action plan, what is the current outlook for national
operators in these states?
Panelistswill discuss if the countries that have met the commission’s
plans have effectivelyhandled re-regulation,and theywill also examine
what these experiences have taught them.
09:30 10 minutes Q&Ato the panel from the audience
09:40 Debate:The Socio-economic aspect – which model brings
the most to the Government?
European LotteryAssociation members give back21 billion Euros of the
generated revenue to state budgets.Mainlythis goes to combating problem
gambling,sports and culture programs etc.
Right nowthe debate is onwhat a licensing structurewould bring:Will the government taxrevenue from including more actors on the market bring
more moneyto the table in the fight against combating problem gaming? Or is the monopolystructure the safest for the citizens and the most
lucrativewayfor the government?
10.10 10 minutes Q&Ato the panel
3
NATIONALLOTTERYFORUM 2015
www.nationallotteryforum.com
Peter Naessens,Head of the Secretariat,Belgian Gaming
Commission
Panelists:
Daniel Brättemark,Chief SecurityOfficer
Compliance Manager,Paf
JanisUngurs,DirectorofLawdepartment,Lotteriesand
gamblingsupervisoryinspection,RepublicofLatvia
The EC recommendation states:
Member States are recommended to achieve a high level of protection for consumers,players and minors through the adoption of principles for online
gambling services and for responsible commercial communications of those services,in order to safeguard health and to also minimise the eventual
economic harm that mayresult from compulsive or excessive gambling.
GROW
Maarten Haijer,SecretaryGeneral,EGBA
Panelists:
Friedrich Stickler,President,The European Lotteries

4. 4
THE BALANCEACT: REVENUEWITH RESPONSIBILITY
10.50 Combiningcustomerexperiencewithresponsiblegamblingtools
11:15 CombatingProblemGamblingPanel
ThispanelwilllookathowNationalOperatorscanspotonline
trends;identifybehaviorinpathologicalgambler,andhowto
createaneffectiveroadmaptohelpcombatproblemgambling
whenresponsiblegamingfailsafesarenotsufficient.
11:45 10 min Q&Ato the panel
NATIONALLOTTERYFORUM 2015
www.nationallotteryforum.com
10:20 Networking Break: Swedish traditional FIKA,coffee,cake and one-to-one-meetings
PROTECT
11.55 Expertsession:TheFutureCustomerandCustomerExperience
The customer is the most important driver in the online gaming
and gambling service sector. Following customer driven trends
and wants will ensure success for new platforms and revenue
channels, allowing for effective competition against other
operators.Discussionswill focus on the digital native generation,
the customer experience, and customer centric trends.
DanielaJohansson,
Chief Responsibility Officer,
Paf
Dr.Mark Griffiths,
Professor of Gambling Studies,Director,International Gaming
Research Unit,Psychology Division,NottinghamTrent University
Catriona Campbell,
Director,
Seren
Isthereabalancingactbetweenrevenueandresponsiblegaming?
AtPafwethinkthereisnot,andinsteadbelievethatworkingwith
responsiblegamingwillenablelonglastingrelationshipswiththe
customerwhicharegoodforthebusiness.
•Howtomakethecustomersfeelthatresponsiblegamingtoolsareanaturalpartofgaming?
•Howtocreateastructuredwaytoapproachandcommunicatewithcustomersthathaveproblematicgamingbehaviour.
•Howtoremovethestigmaaroundgamblinginordertoenableproblemgamblerstoseekprofessionalhelp

5. 5
BIG DATAPOWER HOUR
14:30 Networking Break: Swedish traditional FIKA,coffee,cake and one-to-one-meetings
14:20 10 min Q&Ato the experts
12:20 Networking Lunch
NATIONALLOTTERYFORUM 2015
www.nationallotteryforum.com
INNOVATE
13:55 BusinessCase:Astrategicenabler
Utilizing Big Data to optimize the customer base,serve customers better,
reach optimal growth through up-selling and cross-selling and churn
minimization is evident.But howcanyou additionallyuseyour data as a
preventive tool to detect signs that might lead to problem gambling?
13:20 ExpertSession:Agileanalyticsinabigdataworld
Howdid an analog monopol develop to a digital leader in an un-
regulated market? Howdoyou handle agile analytics in theworld
of data? Find out out howbig data can changeyour strategyand
position in the online gaming landscape.
Speaker:
Svenska Spel - SpeakerTBA
Veikkaus Oy- SpeakerTBA
Speaker:

6. 6
TO BE OR NOTTO BE….TODAY’SVIEWONTOMORROW
15:00 ThePickyPlayerParadigm-TechnologyOutlookPanel
The new generation players create high pressure on delivering up
to date services in a changing market. Players are picky, impa-
tient and they become younger.What technologies are driving the
future landscape? How can you optimize your technology use to get
competitive advantages and protect your player pool?
15:40 Power Session: Being part in the European landscape of Social Gaming
16:00 Power Session: Convergence or Conflict?– the National Lottery role in the future gaming market
What will be the role of the National Lottery – are we moving towards a global convergence or is the diverse markets of Europe alone a big
enough challenge to be able to overcome it? And how will the future National Lottery interact with Private operators?
16:20 10 min Q&Ato the presenter
15:30 10 minutes Q&A to the panel
16:30 Closing Remarks from the Chairman
16:40 Friday’sAfterwork: Networking Drinks
NATIONALLOTTERYFORUM 2015
www.nationallotteryforum.com
NicholasAquilina
Partner
Brandl &Talos Rechtsanwälte GmbH
Lottotech - SpeakerTBA

7. 7
SPEAKERS 2015
JanisUngurs–DirectorofLawdepartment,LotteriesandGamblingSupervisoryInspection–RepublicofLatvia
Janis Ungurs has worked in the Ministry of Defense, as a lawyer on public procurement procedures. Until 2003 Janis held various positions in the
sphere of marketing, customer services and sales in leading telecommunication enterprises in Latvia– Tele2, Lattelecom. Until 2006 Janis then
worked in Ministry of Defense as a Lawyer on public procurement procedures. Professional activities include supervising licensing procedures in
Latvia, legal developments, Gaming Regulatory European Forum – GREF.
DanielBrättemark-ChiefSecurityOfficerComplianceManager,Paf
Daniel is a security professional with experience from different countries and industries. He has worked in security management roles and as a
professionalservicesadvisor.Danielstartedhiscareerasaconsultantinthelatenineties.Inthatenvironmenthebegantodeveloptheunderstandingofhow
importantstrategicinformationsecurityisfororganisations,theirpeopleandtheircustomers.Afterafewinterestingassignmentsforgamingcompanies
DanieldevotedhimselftotheindustryfulltimeastheInformationSecurityManagerforabignationaloperatorinSweden.Afterthatheworkedforafew
yearsintheUKbeforesettlingdownonthebeautifulAlandIslandsintheBalticSea.Asformanysecurityprofessionalsinformationsecurityismorethana
jobforDaniel.Itisaninterest,apassionandalifestyle.Foranyoneplacingbetsorspinningwheelsonlinetherearerisksinvolved.Iftheyarenotawareofthoserisksthingscan
gowrong.Danieliscommittedtospreadingthewordandeducatingasmanyaspossibleabouthowtobeawareoftherisksandtoavoidtheirimpact.DanielisnowtheChief
SecurityOfficerfortheonlineandofflineAlandIslandbasedbettingandgamingcompanyPaf.
CatrionaCampell,Director,Seren
Voted into the Digital Hall of Fame (September 2012) for achievements in digital media over the last 20 years with Sir Tim Berners-Lee and Sir
Jonny Ive, she was instrumental in setting the UK standards for digital media. She was voted into the Top 100 people in the Internet 2002 – Int.
Mag.And selected as one of the Top 50 people in digital – by Econsultancy. Catriona is a Founder and Director at Seren, Customer Experiences.
Working for 43 of the Top 100 FTSE, as well as numerous global clients such as Dell, Nokia and Microsoft. Seren advises Board level Gaming
Executives on Customer Experience Strategy.
DrMarkGriffiths,Director,InternationalGamingResearchUnitPsychologyDivision,NottinghamTrentUniversity
Dr. Mark Griffiths is a Chartered Psychologist and Professor of Gambling Studies at the Nottingham Trent University, and Director of the
International Gaming Research Unit. He has spent almost 30 in the field is internationally known for his work into gaming and gambling. He has
published over 500 refereed research papers, four books, 120+ book chapters and over 1000 other articles. He has served on numerous national
and international committees and gambling charities (e.g. National Chair of GamCare, Society for the Study of Gambling, Gamblers Anonymous
General Services Board, National Council on Gambling etc.). He has won 14 national and international awards for his work including the John
Rosecrance Prize (1994), CELEJ Prize (1998),Joseph Lister Prize (2004) and the US National Council on Problem Gambling Lifetime Research Award (2012). He
also does a lot of freelance journalism and has appeared on over 2500 radio and television programmes.
Peter Naessens,Head of the Secretariat,Belgian Gaming Commission
HestudiedlawattheuniversityofBrussels,criminologyattheuniversityofLeuvenandsocialworkatCampusKortrijk.Hehasalargeexperienceinlegislative
and regulatory advice.He coordinates the implementation of internet gambling and followswith special interest the European debate on regulation of the
gambling market.Peter Naessens is member of the Expert Group of the European Commission.
NATIONALLOTTERYFORUM 2015
www.nationallotteryforum.com

8. 8
NATIONALLOTTERYFORUM 2015
www.nationallotteryforum.com
SPEAKERS 2015
DanielaJohansson,Chief Responsibility Officer,Paf
Daniela has been working in the gaming industry and Paf since 2001.She started her career in the technical side of the business and has since then
worked in both project- and team leading positions.The last couple of years her focus has been on responsible gaming.Since September 2014 she
is a part of the top management at Paf.She believes that responsible gaming is very important to the business and is a prerequisite in order to have
long-lasting customer relationship.
Maarten Haijer,Secretary General,EGBA
Maarten Haijer is the Secretary General of the European Gaming and BettingAssociation sinceApril 2013.Previously he was the Director for Regula-
toryAffairs at EGBA,representing the interests of the EGBAmembers in the increasing number of legislative initiatives for the online gambling sector
at both EU and national level.Before joining the EGBA,Maarten worked as the Internal Market and Consumer Protection Councilor at the Netherlands
Permanent Representation to the EU,where he inter alia negotiated the Services and Consumer Rights Directives.Prior to that he worked in several
positions at the Dutch Ministry of EconomicAffairs,where he dealt with EU andWTO trade policy issues.
Friedrich Stickler,President,The European Lotteries
Friedrich Stickler has been a member of the board of Österreichische Lotterien GmbH (Austrian Lotteries) since 1986.InJune 2009 he was elected
President of the European Lotteries (EL),the umbrella organization of state lotteries in Europe.He was re-elected to this position inJune 2011. In his
role as ELPresident,Mr.Stickler the represents interests of the European lottery sector towards the Commission and the European Parliament and is
fighting for the preservation of the lottery model based on sustainability.As ELPresident,Mr.Stickler is also in the forefront of the fight to defend the
integrity of sport.

9. 9
NATIONALLOTTERYFORUM 2015
www.nationallotteryforum.com
The National Lottery 2015
Step by step to the National Lottery Forum 2015
Meet the criteria *
Representing a National Lottery,
Regulatory body orAuthority?
Congratulations.You are welcome
to join the National Lottery Forum
2015.Get your invite
Register for the event by emailing
registration@copperberg.com or visit www.
nationallotteryforum.com to sign up online.
All registrations will be reviewed to make
sure you meet the criteria of the above
mentioned categories.
Get your ticket **
Your application has been reviewed
andyou received an invitation?
Your ticket includes entrance for
the full conference,inclusive coffee,
lunch, networking cocktails and a
documentation pack. Last but not least you receive our
February campaign, a complimentary entrance to the 7th
annual I-Gaming Forum 16th
- 17th
of April at the Berns
Hotel. (Subject to availabillity)
* by invitation only to national lotteries, regulatory bodies or authorities. the event is strictly welcoming representatives from the above
mentioned categories. any other industry representation will be solely as speakers, moderators and/or panelists, and will be clearly
indicated in the conference agenda. all programme participants are handpicked for their knowledge within the topic area to be discussed
or to create a dynamic discussion properly mirroring the market space.
** Investment: 1290 Euros excl VAT for full conference *incl coffee, lunch, networking cocktail and documentation pack
For more information about the I-Gaming Forum please visit www.i-gamingforum.com
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10. NATIONALLOTTERYFORUM 2015
100%
Internet
penetration
in age bracket
12 - 55 years old
73%
Of the Swedes own
a smart phone
48%
Of the time a Swede
spendontheinternet
is dedicated for
gaming
€ 4,5 bn
The turnover of the
Swedish regulated
gaming market
1 in 10
Living person has
at one time played
a Swedish video
game
57%
Of the 2 year olds in
Sweden uses the Internet
70%Of the Problem gamblers
gamble online
SWEDEN IN FACTS
www.nationallotteryforum.com10

11. VENUE: Strandvägen 7A
Welcome to the National Lottery Forum 2015,taking place in one of Stockholm’s most exclusive office and conference center.Debate,
discuss and networkwith a stunning view over the waters of Nybroviken and the archipelago boats.
www.nationallotteryforum.com
Strandvägen 7A
Phone: +46 (0)8-586 107 00
Strandvägen 7A
114 56 Stockholm
NATIONALLOTTERYFORUM 2015
11

12. Copperberg
Lützengatan 2,
115 20 Stockholm, Sweden
Phone: +46 8 650 02 70
Fax: +46 8 441 07 93
Email: info@copperberg.com
www.copperberg.com
© 2015 Copperberg. All rights reserved.
For more information, email info@midfieldmedia.com or visit www.midfieldmedia.com.
NATIONALLOTTERYFORUM 2015