Amber Seale, Chief of Brand Management, Florida Lottery presented “Driving Brand Engagement & Affinity.” Seale discussed “how we leverage three core pillars: Play (the fun of playing our games), Education (our beneficiaries) and Responsible Gaming (educating players on how to play within their means, and no underage play) . . . and how the focus of these pillars has evolved.”

The goal is to create an emotional connection to the brand by leveraging real stories for its Education pillar and bringing to life Responsible Gaming in a more engaging way. “Real people, real stories, and real connections drive brand engagement and affinity,” said Seale.

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