Table of Contents
Introduction
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- Definition
- Abbreviations
Executive Summary
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- The market
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- Figure 1: UK lottery sales, 2007/08-2017/18
- Products and prices push up growth
- Market drivers
- Lottery operators still rushing to the shops
- Regulatory issues creating opportunity and uncertainty
- Market segmentation
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- Figure 2: Lottery game sales, by segment, 2011/12
- Lotto’s lead cut back, while scratchcards set pace for growth
- No health scare for National Lottery
- The consumer
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- Figure 3: Lottery games played, January 2013
- Lotto the nation’s favourite
- Corner shops and supermarkets carry on dominating sales
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- Figure 4: Attitudes towards lottery draw game play, January 2013
- Older and less affluent look for a better chance
- What we think
Issues in the Market
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- Has the Health Lottery damaged other games?
- What will be the impact of the £2 Lotto ticket?
- Which is more important: Jackpots or winning?
- Do consumers care about the causes lotteries support?
- Why do lotteries trail other gambling sectors online?
- Is the lottery sector’s ‘year of mobile’ anywhere in sight?
Trend Application
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- Trend: Moral Brands
- Trend: FSTR and HYPR
- Mintel Futures: Old Gold
Market Drivers
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- Key points
- Court backs Health Lottery – but distributions to come under review
- Operators ramp up retail
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- Figure 5: Minimum required number* of outlets with draw facilities, by year of National Lottery licence, 2009-21
- Extra draws creating more options for impulse play
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- Figure 6: Frequency of playing Lotto, 2010-12
- Two-pronged approach to Lotto prize structure
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- Figure 7: Changes to National Lottery Lotto prize structure, autumn 2013
- Corner shop culture keeps technology in its niche
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- Figure 8: Household/personal ownership of consumer technology products, July and September 2012
- Sales defy downturn – but retail recession poses risk
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- Figure 9: GfK NOP Consumer Confidence Index, January 1988-2012
- Draw games not an instant win with the young
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- Figure 10: Participation in gambling activities in the past year, by age, 2010
- Lotteries give back – but only the bare minimum
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- Figure 11: Lottery returns to good causes, 2011/12
- Addiction less of a problem for lottery gamblers
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- Figure 12: Prevalence of problem gamblers (% of those gambling on an activity in the past year), 2010
Who’s Innovating?
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- Key points
- Healthy competition?
- Football places a bet
- Results become routine
- Social media shares jackpot dreams
- Barcodes cut the queues
Market Size and Forecast
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- Key points
- New draws and price rises combine to drive sustained growth
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- Figure 13: UK lottery sales, 2007/08-2017/18
- Forecast
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- Figure 14: Forecast of UK lottery ticket sales, 2007/08-2017/18
- Forecast methodology
Segment Performance
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- Key points
- Instant wins point to long-term future online
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- Figure 15: National Lottery sales, by sector, 2006/07-2011/12
- EuroMillions the growth product in draws
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- Figure 16: Sales of draw-based National Lottery games, by game (year ending 31 March), 2006/07-2011/12
Market Share
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- Key points
- No Health scares for National Lottery
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- Figure 17: Operator shares of UK lottery sales, 2006/07-2011/12
Companies and Products
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- Key points
- Camelot Group
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- Figure 18: Camelot’s financial performance, year ending 31 March 2006/07-2011/12
- Health Lottery ELM Limited
- Postcode Lottery Limited
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- Figure 19: Postcode Lottery Limited financial performance, year ending 31 December 2010 and 2011
Brand Communication and Promotion
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- Key points
- Health Lottery arrives online, on TV and through letterboxes
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- Figure 20: Trends in lotteries’ main media advertising expenditure, by channel, 2007/08-2011/12
- TV creative pushes to limits
Lottery Game Play
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- Key points
- The several ages of man’s lottery play
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- Figure 21: Lottery games played, January 2013
- Better off can afford a flutter
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- Figure 22: Lottery games played, by household income, January 2013
- First choice? It (still) has to be Lotto
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- Figure 23: Lottery games played, by number of lottery games played, January 2013
Regular Lottery Game Play
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- Key points
- Players take Euro break from Lotto routine
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- Figure 24: Frequency of lottery game play, January 2013
- Societies succeed in getting older people to commit
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- Figure 25: Lottery games played, by frequency and age, January 2013
- Scratching the surface of cross-selling to draw players
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- Figure 26: Levels of regular scratchcard play among regular Lotto and EuroMillions players, January 2013
Lottery Draw Sales Channels
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- Key points
- Players struggle to think outside the shops
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- Figure 27: Methods of purchasing lottery draw tickets, January 2013
- Older players keep it local, but younger ones stay offline too
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- Figure 28: Methods of purchasing lottery draw tickets, by age, January 2013
- Is mobile really more convenient than the convenience store?
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- Figure 29: Purchasing lottery draw tickets by mobile phone, by other methods of purchasing, January 2013
Lottery Draw Playing Habits
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- Key points
- Man the hunter, woman the gatherer
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- Figure 30: Lottery draw playing habits, January 2013
- Can mobile save young players a trip?
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- Figure 31: Making a specific trip to buy lottery draw tickets, by age, January 2013
- Show me more than the money
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- Figure 32: Purchasing of lottery tickets after seeing an advertisement for the draw, by lottery games played, January 2013
- Loyalty lives online
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- Figure 33: Lottery draw ticket-buying habits, by method of purchasing, January 2013
Attitudes Towards Lottery Draw Games
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- Key points
- Lower earners giving up on jackpot dream
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- Figure 34: Attitudes towards lottery draw games, January 2013
- Could loyalty points make lottery prizes?
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- Figure 35: Interest in choosing the good causes lotteries support, by cards held, January 2013
- ‘Everyone’s a winner’ – a differentiated approach
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- Figure 36: Attitudes towards lottery draw games, by preference for better chances of winning, January 2013
- Wallpaper gamblers need to refocus
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- Figure 37: Attitudes towards lottery draw games among established and habitual players, January 2013
A Better Chance vs a Bigger Jackpot – CHAID Analysis
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- Methodology
- Little and often: A pension plan for players and charities alike
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- Figure 38: Lotteries – CHAID – Tree output, March 2013
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- Figure 39: Lotteries – CHAID – Table output, March 2013
Appendix – Market Size and Forecast
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- Figure 40: Forecast of UK lottery sales, 2012/13-2017/18
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Appendix – Lottery Game Play
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- Figure 41: Lottery games played, by demographics, January 2013
- Figure 42: Lottery games played, by other lottery games played, January 2013
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Appendix – Regular Lottery Game Play
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- Figure 43: Regular lottery game play (weekly or more often), by demographics, January 2013
- Figure 44: Regular lottery game play (weekly or more often), by regular play of other lottery games, January 2013
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Appendix – Lottery Draw Sales Channels
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- Figure 45: Methods of purchasing lottery draw tickets, by demographics, January 2013
- Figure 46: Methods of purchasing lottery draw tickets, by most popular methods of purchasing lottery draw tickets, January 2013
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- Figure 47: Methods of purchasing lottery draw tickets, by lottery games played, January 2013
- Figure 48: Methods of purchasing lottery draw tickets among regular lottery game players, January 2013
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- Figure 49: Methods of purchasing lottery draw tickets, by number of methods of purchasing lottery draw tickets, January 2013
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Appendix – Lottery Draw Playing Habits
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- Figure 50: Lottery draw playing habits, by demographics, January 2013
- Figure 51: Lottery draw playing habits, by lottery games played, January 2013
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- Figure 52: Lottery draw playing habits among regular lottery game players, January 2013
- Figure 53: Lottery draw playing habits, by methods of purchasing lottery draw tickets, January 2013
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Appendix – Attitudes Towards Lottery Draw Games
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- Figure 54: Most popular attitudes towards lottery draw games, by demographics, January 2013
- Figure 55: Next most popular attitudes towards lottery draw games, by demographics, January 2013
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- Figure 56: Attitudes towards lottery draw games, by most popular attitudes towards lottery draw games, January 2013
- Figure 57: Attitudes towards lottery draw games, by next most popular attitudes towards lottery draw games, January 2013
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- Figure 58: Attitudes towards lottery draw games, by lottery games played, January 2013
- Figure 59: Attitudes towards lottery draw games among regular lottery game players, January 2013
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- Figure 60: Attitudes towards lottery draw games, by methods of purchasing lottery draw tickets, January 2013
- Figure 61: Attitudes towards lottery draw games, by lottery playing habits, January 2013
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