LONASE restructures leadership to benefit Senegal's gambling industry
Senegalese National Lottery (LONASE) initiated internal restructuring in its move towards modernising operations and repositioning itself in the gambling market. The initiative marks the start of a new strategic phase as Director General Toussaint Manga works to enhance market performance and management.
As Senegal’s state lottery operator, LONASE dominates the country’s gaming market through national raffles, scratch cards, and licensed sports betting. The organisation does business through a vast network of agencies and an expanding online presence, channelling revenues towards national social and cultural projects.
New recruits to support operations
La Loterie Nationale Sénégalaise (LONASE) made several significant appointments in its quest to refine its organisational structure and internal operation efficiency. Serigne Diagne was made Director of Communication and Marketing. Oumar Sow is now in charge of the regional office of Richard-Toll in north Senegal, and Madieume Niasse is now in charge of the Marketing Department. LONASE also made El Hadji Ba its Head of the Network Department to oversee its distribution outlets nationwide.
According to a report issued by Senenews, “The Senegalese National Lottery (LONASE) announced, through several service notes dated September 8, 2025, a series of appointments and reassignments as part of the implementation of its new organisational chart, in application of note no. 03169 of April 22, 2024, relating to the reorganisation of structures.”
Focus on LONASE’s internal structure
Restructuring occurred in the aftermath of LONASE’s decision to terminate its deal with its previous media partner, Groupe Futurs Médias (GFM), in August 2025. Since then, the lottery has been running its marketing, public relations, and digital content in-house. This restructuring is an expression of LONASE’s willingness to tighten communicative control and operational autonomy.
The report read, “These appointments and assignments, signed by the Director General of LONASE, Toussaint Manga, take effect from the date of signature on September 8, 2025.”
Reassignments across departments
In addition to the establishment of these new positions of leadership, LONASE has announced publicly various reassignments in the company. Adja Cissé assumed duties at the Diourbel Agency, and Mamadou Mboup is reassigned to the Marketing division. LONASE has reassigned Mame Fall and Abdoul Mbaye in General Services, and has reassigned Omar Diédhiou in the Medina district as a Sales Agent. These reorganisations attempt to increase coordination across departments and internal communication. Changes also look to accomplish higher service quality across LONASE’s broad branch network.
LONASE’s repositioning for growth
LONASE’s reorganisation reflects its determination to adapt to Senegal’s evolving gambling landscape. With the rise in competition and digitalisation, the company seeks to optimise sales networks, strengthen customer engagement, and modernise gaming operations. The recent leadership changes are also anticipated to facilitate LONASE in expanding its market share while also reinforcing its status as an integral part of Senegal’s gambling sector.
Under Toussaint Manga’s guidance, the state lottery remains committed to establishing itself as a dynamic and future-focused institution that balances commercial performance with public benefit. With its restructured framework, LONASE aims for innovation, improved efficiency, and maintains its significant role in aiding national programs on growth and development.
The world’s fastest-growing iGaming market meets in Colombo, 30 Nov – 02 Dec 2025. SiGMA South Asia unites over 5,000 delegates, 100+ speakers, and 850+ affiliates in the heart of a $7.5 billion market. This is where new markets unlock new horizons. Don’t miss it.
