How the National Lottery connects its outlets with a targeted B2B content ecosystem

The National Lottery is both a commercial enterprise and a public company with a history spanning over 280 years. Active throughout Belgium (with clear regional differences between Flanders and Wallonia) it also plays a European and international role. Beyond its lottery and scratch products, the National Lottery fulfills an important social mission through subsidies and sponsorships, supporting charities and community initiatives.

To professionalize and strengthen communication with retail partners, Matter conducted a strategic study on B2B communication. This became the foundation for a tender that, in 2020, resulted in a long-term partnership. Since 2021, Matter has managed all B2B communications to more than 6,500 retail outlets across Flanders and Wallonia, including newsagents, convenience stores, and petrol stations.

At the heart of this ecosystem is Lo’Pdate, the National Lottery’s B2B magazine. Published four times a year in a print run of approximately 6,500 copies, half in Dutch, half in French, it brings key topics to retailers in an accessible and engaging way. Alongside business updates, there’s strong focus on connection and human stories: a “24 hours with” feature about a retailer, or a behind-the-scenes look at the lottery draws at headquarters. Matter handles the editorial process, design, and translation, while production is coordinated jointly with the National Lottery, and Matter oversees logistics and distribution.

In addition to the magazine, we create product sheets for new scratch card launches. These double-sided sheets give retailers clear, practical information on ticket details, POS materials, and promotional guidance. The number of sheets varies depending on launches, but every edition is produced in both languages and distributed to all outlets.

Through ongoing content workshops, the ecosystem continues to evolve. We refine formats, tone of voice, and content types in line with the National Lottery’s KPIs and communication strategy. Ensuring the system grows with both the organization and the thousands of retail partners who represent its face to customers every day.

The result is a sustainable B2B content ecosystem with consistent touch points, we ensured clear, bilingual communication to more than 6,500 points of sale and strengthened engagement through personal stories and transparent information.

Thanks to a flexible content model, content seamlessly aligns with business goals and can move with market developments.