GMB – The Consórcio Mineira da Sorte Loteria is in the process of obtaining WLA Level 3 certification for Responsible Gaming. What led you to pursue this seal – was it a requirement from the regulator, the Minas Gerais State Lottery (LEMG), or your own initiative?
Anna Anastasia – The Responsible Gaming certification is a contractual requirement, demanded in the bidding process that the Consortium won with the Minas Gerais State Lottery. I believe no other future bidding process will fail to include Responsible Gaming as an obligation from now on. However, at the Consortium we understand that beyond being a requirement, Responsible Gaming is a driving force for the lottery and betting market to grow in a healthy and sustainable way.
Our contract states that the Consortium would have five years from the signing date to reach the maximum WLA level, Level 4, but in just two years we are already about to submit documentation for Level 3. So, this is a commitment assumed by the company not only toward public administration but also toward our players, retailers, and the gaming market itself.
What are the challenges in achieving this certification?
There are many, as with any certification journey. I may sound a bit repetitive sometimes, because when it comes to Responsible Gaming, I always stress the need for gaming education. There are century-old lotteries, such as LEMG itself, but the concept of Responsible Gaming is very new.
When we talk about this, especially regarding physical lottery operations like the Mineira da Sorte Consortium, we must be very careful about how we address these topics with retailers. It is challenging but also very rewarding, and we have seen many positive advances with retail outlets becoming very engaged with the topic.
Does this certification process also involve the Minas Gerais State Lottery? What is the role of each party?
It does, to the extent that LEMG itself acknowledges the importance of this certification by including it as a contractual requirement. But naturally, as the market operator, the Consortium has not only the obligation but also the resources to create, test, and implement Responsible Gaming projects.
We hold regular meetings with LEMG to present what we are doing and what we intend to do. We gather insights and suggestions from them, and at times we also request some adjustments on their part, often regarding the institutional website or specific approaches. It is important for public administration – not only LEMG but other states as well – to engage in this topic alongside operators. At the end of the day, this coordinated work involving administration, operators, and even players is what will ensure the success of this market.
Do you already meet the requirements to obtain the World Lottery Association’s Responsible Gaming seal?
I believe we do, and that is our expectation. WLA Responsible Gaming Level 3 certification requires great responsibility in creating projects and initiatives, but it is essential to understand that this certification path also requires consistency and continuity. When we say we are about to submit for Level 3, I make it clear that our goal is Level 4, the maximum level.
We need that commitment to maintenance. We are delivering a forward-looking project with a lot of content, and you will see once it becomes public. There is excellent material and strong engagement with retailers, players, and public authorities. I think we are delivering well.
What is the importance of certification for the Mineira da Sorte Lottery Consortium, which has been operating in Minas Gerais for a long time under the rules established by the public notice and the partnership with the Lottery?
It is of utmost importance. As I mentioned, it is not just about fulfilling a contractual requirement, but it is truly a company driver. For us, it would be unthinkable to operate at the scale we are in Minas Gerais without a well-defined Responsible Gaming program. No operator today should enter a large-scale operation without this in mind.
How are the different areas of the consortium handling this issue – finance, marketing, HR… are they all working together?
I must admit this was a concern I had at the beginning of the project. When we start creating initiatives and ideas to promote Responsible Gaming, we necessarily depend on synergy among areas. A Responsible Gaming program can never belong solely to compliance or marketing – it requires the entire company, truly an interdisciplinary effort. Everyone contributes according to their skills and experience.
Fortunately, within the Consortium, the topic has been a success. Every area, without exception – customer service, credit and collections, management, external sales teams – has engaged very positively. In fact, the engagement was so strong that we created an internal Responsible Gaming task force to address topics such as new products, player support, employee training, research, and monitoring of indicators. Once presented to all areas, they felt the need to keep it going.
How will this certification be presented to retailers so they are also aligned with Responsible Gaming practices?
Our retailers are already well aware of our Responsible Gaming commitment, as they are a crucial part of the operation. In a physical lottery operation, we depend heavily on points of sale. So, we have developed specific graphic materials for retailers – posters, banners, puzzle magazines – all themed around Responsible Gaming to encourage their engagement. Additionally, we conduct periodic surveys on these initiatives with points of sale. The results have been very positive, showing that retailers are also engaging. They are essential and must be on board with us.
With this certification, what are the Consortium’s future plans?
To keep developing Responsible Gaming. This exchange of ideas, research, and benchmarking with consolidated markets adds a lot to our plans. As I mentioned about our task force, we will continue with these initiatives, monitoring, and assessments. It’s also important to highlight that this effort is not only taken seriously by the Consortium.
I have seen – and I believe you have too – many players highly engaged, and also the Women in Gaming Association (AMIG), of which I am a member, has created an award-winning Responsible Gaming guide. We also have a forum of incredible women discussing this topic. So, this is for everyone. The goal is to keep developing Responsible Gaming from now on.
In this new phase of the Consortium, are you working with LEMG on possible expansion to other states? Many state lotteries are being created. What are the Consortium’s plans for Brazil as a whole?
Since the Supreme Court’s rulings on ADPFs 492 and 493, the trend is for the Brazilian market to offer more opportunities. Both the CMSL and its investors are aware of this potential. Naturally, growth is the next step. I believe this is every operator’s ambition once they start operating in Brazil. But it also depends on state administrations. It is difficult to show interest when there is no public bidding yet, and the terms of private partnership are unknown.
Since we have been dealing with service concessions backed by legal certainty for just five years, there is still no consistent pattern among these tenders. They vary greatly, and requirements and projections are not always feasible at first. But we hope all states create their lotteries and do meaningful work in terms of social security and beyond.
So, could we see the Mineira da Sorte Lottery Consortium turn into a Brazilian consortium instead of just a Minas Gerais one?
Imagine the success.
I’m sure of it, especially because, in addition to your strong presence in Minas Gerais, you also have major global lottery and gaming players behind you. Is that also a business card for expanding across Brazil?
I believe so. And regarding Responsible Gaming, this actually gives the Consortium even greater responsibility, because both Bright Star and Scientific Games hold WLA’s maximum Responsible Gaming certification. We cannot fall behind.
So, we can expect big news once you achieve WLA Level 3 certification – and soon after, Level 4?
That’s right, we are rooting for it.
Source: Exclusive to GMB
