Emilio Petrone: A tradition of innovation
Emilio Petrone: A tradition of innovation
Our ambition at Sisal is to transform innovation into an ongoing process that permeates the entire company, continuing along a path defined by intuition and a spirit of enterprise. It is a story that began for fun, with an idea sparked by the genius and the imagination of our three founders.
Our ambition at Sisal is to transform innovation into an ongoing process that permeates the entire company, continuing along a path defined by intuition and a spirit of enterprise. It is a story that began for fun, with an idea sparked by the genius and the imagination of our three founders.

Drawing on the natural inclination for renewal that has been a distinguishing feature of Sisal right from the outset, our commitment to sustainability today is to gradually extend the process of innovation to include the social sphere too, contributing to the creation of solutions that generate shared value for everyone at Sisal, our customers and the community as a whole.

Our most important responsibility is the welfare of our associates and employees: Sisal’s people. For them, we have tried to build a working environment that offers opportunities to grow based on shared parameters of merit, in such a way as to reward talent and richness of diversity. Multifunctional work teams, like WiSe - Women in Sisal Experience and WoW Team - Working on Work, have helped identify and implement new projects, ranging from Flexilife, a programme to encourage the introduction of more flexible working arrangements, to Easylife, an online platform packed with services and special rates for all collaborators.

Our commitment to customers on the issue of sustainability translates into a wide-ranging Responsible Gaming Programme addressed to promoting a legal, safe and balanced gaming model with a focus on entertainment. In 2014, we explored new digital channels and web languages to promote aware gaming behaviour by producing the Mr. Smart web series. This commitment to Responsible Gaming was rewarded by the renewal of our international certifications, at the highest possible level, by European Lotteries and the World Lottery Association. In February 2014, these certificates were extended to cover the Group’s entire gaming offering.

Community involvement, also in the form of support for young people with new ideas, is a cornerstone of Sisal’s Social Responsibility strategy. We are convinced that our Company can become a promoter and driver of innovation, transforming itself into a development facilitator for new projects by sharing and offering access to its tangible and intangible assets through open innovation initiatives.

This is the goal of our partnership since 2011 with Fondazione ItaliaCamp, which works to identify and put into practice new answers to real needs in the country and social innovation projects. And in 2014 we launched GoBeyond, a contest devised and promoted in 2014 by SisalPay to support start-ups and ensure that business ideas are transformed into success stories. The winning project receives not only funding, but also corporate know-how and capabilities, provided in partnership with leading companies in the consulting, media and digital sectors, who work with the start-up as it grows during the first few months of life.

We have also renewed our support for an institution renowned for artistic excellence, the Piccolo Teatro di Milano, and opened up our close-knit network to raise funds for scientific research, in collaboration with important, qualified partners including Telethon, AIRC, Fondazione Umberto Veronesi and Fondazione Vialli e Mauro.

These are all concrete, measurable actions. But for us, innovating doesn’t necessarily mean introducing costly and complex solutions. Sometimes all that is needed is a new mental approach, a change in the way the company relates to itself and the surrounding environment, to create added value for all Stakeholders.

Innovation is therefore a strategic resource for the development both of our Company and the society in which we operate. It is the driving force and lifeblood that lets us look to the future with optimism and with the courage to dare and always put ourselves on the line.


Emilio Petrone
CEO Sisal Group S.p.A.
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