Cibelae gathered Ibero-American lotteries in Buenos Aires
The Ibero-American Corporation of State Lotteries and Betting, known as Cibelae, chose Buenos Aires to host the second edition of its Ibero-American Marketing Seminar for Lotteries. The event took place between May 31 and June 2 and brought together authorities, specialists, and professionals from across the region to discuss the most concrete challenge official lotteries face today: how to remain relevant in a market where consumption habits, formats, and expectations are changing at an unprecedented speed.
The concept behind the seminar was clear: Marketing in times of change, change drives new opportunities. Under this umbrella, the agenda combined trend analysis, innovation cases, organizational transformation, and a review of strategies to strengthen emotional connection with players. Cibelae's idea was to offer a space to rethink traditional lottery marketing tools in light of an increasingly demanding, informed consumer with more alternatives for their time and money.
A cultural rather than technological diagnosis
During the inaugural session, specialist Connie Demuru raised a point that set the tone for the event. The main transformation organizations are undergoing today is not technological, but cultural, and is driven by changing people's expectations. Demuru proposed adopting a video game attitude within lotteries, based on experimentation, continuous learning, and the ability to adapt quickly to a scenario that no longer allows for long planning cycles.
Javier Álvarez Pecol followed this line with a historical review of the behavior of different brands and emphasized the importance of anticipating changes in consumers to ensure the sustainability of organizations. His intervention reviewed new consumer profiles and behaviors that help interpret current dynamics and left a concrete message for the sector's marketing teams: success is no longer built around historical loyalty but on the ability to read micro-changes in real time.
Competition that is no longer just sectoral
Federico Fros Campelo delved into consumer decision-making processes and left a strong idea for attendees. Sector competition is no longer limited to players in the same field, but to any proposal that competes for people's attention, relationships, and income. This interpretation shifts the focus of competition from other lotteries to the entire digital entertainment ecosystem, a different battle for which the region's lotteries need new tools and more flexible organizational structures.
The panel "Exploring the causes of resistance to change in marketing and how to overcome them," moderated by journalist Pablo Zuppi, featured Sara Reyero Rodríguez from ONCE, Pamela Roque from LOTO Honduras, and Matías Montero from EveryMatrix. The panelists agreed that barriers to change are due to fear, organizational inertia, and inherited structures, and highlighted the role of leadership, internal communication, evidence, and team commitment in turning uncertainty into real growth opportunities.
Board of Directors and message for the region
In parallel to the seminar, a meeting of Cibelae's Board of Directors was held, where its members reviewed the institutional progress of the entity and coordinated upcoming initiatives aimed at strengthening a safe, responsible, and transparent gaming industry in the region. This gesture reinforces the idea that Ibero-American lotteries seek to articulate a shared agenda and experiences beyond commercial competition, aware that the regulatory and technological context demands coordinated responses. For Latin American operators who coexist with state lotteries in Argentina, Colombia, Chile, Uruguay, Peru, Brazil, and Mexico, the message from Buenos Aires is clear: marketing has ceased to be a channel and has become an essential strategic capability to sustain the social legitimacy and financial sustainability of the sector.
Tags: Argentina, Buenos Aires, Cibelae, lottery marketing, Ibero-American Marketing Seminar, LatAm lotteries