The Corporación Iberoamericana de Loterías y Apuestas de Estado (Cibelae) announced the commencement of registration for the second Ibero-American Lottery Marketing Seminar, scheduled to take place from May 31 to June 2, 2026, in Buenos Aires, Argentina. This event is positioned as a significant gathering for professionals in the public gambling sector, addressing the challenges and opportunities presented by technological advancements and evolving consumer culture. Supported by ONCE, a Spanish public entity known for operating lotteries that fund social programs, the seminar bears the theme “Marketing in Times of Change: Change Creates New Opportunities.” It serves as a strategic platform for exchanging experiences and analyzing the impact of these transformations on the sector’s relationship with its audience.
The seminar’s agenda is tailored to address the current realities faced by public lottery operators. As the marketing landscape continues to shift, there is a pressing need for these entities to adapt their management processes and consumer engagement strategies. The event will convene professionals to explore several key topics, such as brand evolution, the integration of artificial intelligence in lotteries, consumer attention in the age of social media platforms like TikTok, and the verticalization of content formats. Discussion panels will delve into the dynamics of transformation, global trends, and the human element within organizations, which are seen as critical areas for the sector’s evolution.
A range of influential speakers from the fields of marketing, behavioral sciences, and business strategy will participate in the seminar. Notable attendees include Connie Demuru, CEO and co-founder of Destí; Javier Álvarez Pecol, president of APEIM; Federico Fros Campelo, a behavioral science expert from ITBA; María Zavalski, consultant and board member at Universidad de San Andrés; Noelia Lara Mansilla, the founder and CCO of Blecx; Ximena Díaz Alarcón, commercial manager at Polla Chilena de Beneficencia; Mariano Dorfman, a marketing advisor for SMEs; José Marenco, leadership mentor and business strategist; and Pablo Sierra, technical marketing director at ONCE. These professionals are anticipated to share insights on maintaining competitiveness and relevance amid changing market conditions.
In conjunction with this seminar, Buenos Aires will also host the Cibelae Awards 2026, recognizing excellence in lottery advertising. The awards aim to celebrate outstanding communication strategies within the public lotteries sector and are open for submissions in three primary categories: Best Institutional Advertising, Best Commercial Advertising, and Best Social Media Advertising. Entries will be accepted until April 24, 2026. An international jury of communication and marketing experts will evaluate the submissions in the initial phase, with winners being decided by seminar attendees and announced during the closing ceremony on June 2, 2026.
This event represents a crucial opportunity for the lottery sector to reassess and realign its strategies in line with contemporary market dynamics. By fostering a dialogue among industry professionals, the seminar seeks to facilitate knowledge exchange and collaborative problem-solving as organizations navigate the complexities of a rapidly changing environment. Following the event, the industry is expected to implement the insights gained, potentially altering operational strategies and marketing approaches in response to the evolving landscape.
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