In a world where change is the only constant, marketing faces an unprecedented challenge: adapt or become obsolete. The second Ibero-American Marketing Seminar organized by the Ibero-American Corporation of State Lotteries and Betting (Cibelae), held this week in Buenos Aires, brought together industry professionals to address this complex landscape affecting brands and markets, particularly within the lottery sector.
Under the theme “Marketing in Times of Change: Change Drives New Opportunities,” the event explored how organizations can anticipate and proactively adapt to new realities and emerging global trends.
During the second day, speakers analyzed strategies that will allow marketing teams not only to survive, but also to thrive in this dynamic and increasingly complex environment.
Mariano Dorfman, Strategic Marketing Advisor for SMEs and Founder of NøBullshit Branding, presented “The Battle for Attention in the Era of Short-Form Vertical Content.”
In his presentation, he compared marketing plans from the 1980s with those of today. While communication was once simpler, relying on annual plans, repetition, and mass audiences, modern advertising must contend with multiple formats, multiple media channels, constant content production, and highly segmented audiences. Dorfman emphasized the need not only to reach consumers, but to truly capture their attention, while adapting products to remain culturally relevant.
The event then featured the panel “Is the Feeling of Living Through Times of Change Genuine, or Has Every Generation Felt It Was Experiencing Radical Transformation?” The discussion included contributions from Heidi Hernández, President of the Puerto Rico Lottery; Eva Frontera, Gaming Regulation Manager at the Buenos Aires City Lottery (LOTBA); Mara Rodríguez, Marketing Manager at Scientific Games; and Yogonet Director Pablo Zuppi as moderator.
Addressing digitalization and industry transformation, Frontera noted that one of the sector’s biggest challenges is the speed of change, stating that “many relevant developments are happening simultaneously.” Rodríguez argued that consumption habits have changed more than the content itself, highlighting the importance of understanding how players consume products in order to develop more effective engagement tools.
Panelists also discussed the future of traditional lottery products and strategies for attracting younger audiences. LOTBA highlighted the implementation of inclusive tools designed to ensure that “no one is left behind” and announced the relaunch of Prode, a traditional sports-prediction game adapted for the digital era. Hernández explained that younger players in Puerto Rico are increasingly drawn to instant games due to the immediacy of prizes, while Rodríguez emphasized the importance of offering products for all customer segments.
The discussion also focused on strategies for adapting to changing consumption patterns. Frontera stressed the importance of expanding prize structures and introducing new products and sales channels, while Hernández argued that operators must “speak the language of young people to capture their attention.”
The panel did not focus exclusively on younger consumers. Speakers also explored ways to attract traditional lottery players to new products. Representatives from Puerto Rico emphasized the importance of informational campaigns and training retailers to act as guides for older players. Frontera argued that technology should not create additional complexity, but instead help build trust and demonstrate clear benefits. Rodríguez added that digitalization should be leveraged to improve communication with long-standing lottery customers.
Another key topic was the social value of lotteries and how that message can reach younger generations. Hernández stressed the need to highlight the positive impact and value of legal gaming in order to prevent consumers from turning to illegal alternatives. Rodríguez agreed, noting the importance of transparency regarding how lottery revenues are allocated and how they address public needs.
The morning continued with a presentation by Noelia Lara Mansilla, Founder and CCO of Blecx, titled “Generative AI: Threat or Ally? An Analysis of Risks and Opportunities in Marketing.” Her session examined the different stages of artificial intelligence processes, including inputs, processing, and outputs, while also outlining three levels of AI development: Think, Execute, and Decide/Act. She paid particular attention to agentic AI and the different types of AI agents that can be developed for marketing purposes, emphasizing the importance of understanding user behavior and consumer archetypes to optimize these tools.
To conclude the morning, Cibelae awarded the Level 1 Anti-Money Laundering Prevention Certification to LOTBA, with its president Jesús Acevedo receiving the distinction.
Following lunch, the seminar resumed with “How to Build and Lead Diverse and Adaptive Teams in Times of Change,” where leadership expert Daniel Elhelou outlined key principles for guiding teams in an era increasingly shaped by technologies such as artificial intelligence.
One of the day’s highlights was Panel III: “The Challenges Marketing Teams Face in Their Evolution.” Participants included Sammya Alves, Live Marketing Project Coordinator at Caixa; Carlos Pignataro, Marketing, Commercialization and Business Development Expert at La Banca; and Luis Carlos Barraza, Strategic Accounts Director at Brightstar Lottery. The discussion was moderated by Yogonet Director Pablo Zuppi.
Much of the conversation focused on the diversification of roles within marketing teams as they respond to the impact of artificial intelligence and social media. Drawing on his experience at La Banca, Pignataro stressed the importance of building diverse teams composed of people from different generations and with different skill sets.
Barraza echoed this view, sharing Brightstar Lottery’s perspective as a multinational company. “The tools have changed, but the fundamentals remain the same. Human qualities remain essential. Curiosity and ambition continue to be key elements in building successful teams,” he said.
Representing Caixa, Alves explained that the company seeks to create smaller teams supported by broader organizational structures, enabling multidisciplinary collaboration and a wider perspective.
The afternoon also featured a presentation by ONCE Director Pablo Sierra titled “Everything Changes, and So Do We. Let’s Not Be Afraid.” This was followed by the Cibelae Advertising Awards ceremony.
The seminar concluded with closing remarks from Alfonso Galiano Martínez, Director of International Relations and Business at ONCE, and Rodrigo Cigliutti, Executive Director of Cibelae, who presented the key takeaways from the latest edition of the event, emphasizing the importance of marketing as a driving force for the lottery industry’s future development.