Under the theme “Change Drives New Opportunities,” Cibelae will bring together international experts from May 31 to June 2 to analyze the future of the sector and present the 2026 Advertising Awards.
The Ibero-American Corporation of State Lotteries and Betting (Cibelae) has officially announced the opening of registrations for the II Ibero-American Seminar on Lottery Marketing. The event, supported strategically by ONCE (Spain), is positioned as the most important forum in the region to discuss the technological and cultural transformation of the official gaming sector.
Over three intensive days, the Argentine capital will host regulators and specialists to explore how state lotteries must adapt to the era of artificial intelligence and digital content consumption.
A program focused on innovation and human behavior
The seminar is structured around three pillars: the process of change, global trends, and the human factor. The academic panel will feature renowned figures such as:
- Connie Demuru (Destí) and Mariano Dorfman, experts in strategy and marketing.
- Federico Fros Campelo (ITBA), specialist in behavioral sciences.
- Pablo Sierra, Technical Director of Marketing at ONCE.
- Javier Álvarez Pecol (APEIM) and Ximena Díaz Alarcón (Polla Chilena de Beneficencia).
Topics to be covered include the impact of generative AI and attention management on vertical content platforms (such as TikTok or Reels), with the aim of strengthening the connection between lottery brands and today’s audiences.
As part of the seminar, the Cibelae Advertising Awards 2026 will also take place. The call for entries remains open for lottery organizations to submit their best campaigns in three key categories:
- Best Institutional Advertising: Brand values and identity
- Best Commercial Advertising: Promotion of specific products
- Best Social Media Advertising: Innovation in digital channels
Registration information
Cibelae aims to replicate the success of its first edition, focusing on the professionalization of the sector and the reinforcement of responsible gaming. Those interested in attending the seminar or submitting creative pieces for the awards can find all information, guidelines, and registration forms on the official portals: cibelae.net/buenosaires2026 and cibelae.net/premioscibelae.
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