Running a lottery business requires a balance between innovation and compliance. Lotteries around the world are at different stages of multi-channel sales development, and their ability to optimise these channels has a direct impact on profits for charitable causes. IGT, in conjunction with Russell Research, conducted the most extensive to date, and SiGMA News highlights the findings report here.
Maturity of iLottery in different markets
One key factor is the maturity of iLottery in different markets. In some countries, digital lotteries are already widespread, while in others, they face regulatory barriers.
This report offers data-driven insights into player interactions across different sales channels. It provides data to help shape iLottery’s launch strategy: experiences from mature markets, insights into how successful lotteries are adapting multi-channel strategies, recommendations for improvement, and ways to optimise sales channels for sustainable growth.
The study was conducted from February 21 to April 15, 2024, in seven countries: Australia, Canada, the Czech Republic, Finland, Italy, Spain, and the United States. It was conducted through an online survey of adults with no moral objections to lotteries. More than 7,000 questionnaires were collected as part of the study (about 1,000 in each country).
The main objective of the study was to examine player behaviour, identify differences between retail lottery ticket buyers and digital players, and analyse the effectiveness of loyalty programs.
Loyalty programs in the context of lotteries
Loyalty programs play an important role in player retention and engagement. 바카라ers are increasingly participating in lotteries online, and this format generates more revenue compared to retail sales. In addition, young adults are showing a high interest in digital lottery formats, which opens up new opportunities for the industry.
Research confirms a strong correlation between age and lottery spending in the digital space. Young adult players, especially those aged 18 to 34, spend more on lottery games when they have access to both digital and retail channels. In contrast, players aged over 55 show a reluctance to increase their spending despite the convenience of digital platforms.
Comparison of player spending after switching to iLottery (age, %)
Source: Russel Research.
Convenience and simplicity are proving to be key to opening up a wider range of games; providing affordable options is essential to the success of a multi-channel business.
The iLottery success in Finland
The iLottery market in Finland stands out as a mature example of digital lottery success. With 75% of the country’s adult population used to playing online, the challenge here is no longer to raise awareness but to ensure sustainable growth in an established market. By strategically addressing channel challenges, such as improving player experience and implementing innovative engagement tactics, Finland demonstrates how a mature iLottery market can continue to thrive.
The ratio of online vs. in-app lottery purchases: Finland vs. other countries
Source: Russel Research.
Of the seven countries included in the study, Finland boasts the highest proportion of online lottery game buyers. The Veikkaus lottery launched its iLottery platform almost three decades ago, and the market has had time to mature while the technology has continued to evolve with player platforms.
According to the report, more than 60% of Finland respondents prefer to buy lottery tickets online or on the Lottery app, much higher than the 23% of respondents globally. Finnish players also appreciated the ease and convenience of digital channels, with the majority finding online purchases through the app more convenient.
How Veikkaus digitised the player experience
Finnish national lottery operator Veikkaus has effectively used digital technology to improve its lottery offerings since the initial research phase in 1996, which focused on establishing a solid technology base. In the early 2000s, the introduction of CRM software marked a significant strategic shift towards developing a customer base specifically for the needs of management.
This shift included offering a loyalty program that allowed players to participate in raffles without having to purchase while complying with regulatory requirements. By 2010, Veikkaus expanded the program to include tasks that players could complete to earn points that served as currency for non-cash prizes. The operator offered such an inclusive approach to everyone, not just players on the iLottery platform, which ensured widespread popularity.
In addition, Finland’s approach to digital payment systems ensured a seamless online experience, outperforming the US and other countries. The biggest operator actively promoted its online products through targeted campaigns. In doing so, the operator made all products, except instant games, available online and reinforced the benefits of using the iLottery platform.
In conclusion
The analysis of today’s lottery players’ behaviour reinforces the need to implement a multi-channel strategy for lottery operators. The results of the IGT study help lotteries obtain relevant and up-to-date information to further engage with all stakeholders, educating them on the benefits of digital lotteries, growing sales, and increasing profits for the good causes that lotteries support.
This article was first published in Russian on 22 May 2025.
