Table of Contents
Executive Summary
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- The market
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- Figure 1: Forecast of consumer expenditure on lotteries, 2008/09-2018/19
- Scratchcards and EuroMillions the twin engines of market growth
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- Figure 2: Segmentation of UK lottery sales, by segment, 2012/13
- Market drivers
- Lotto trades volume for value in doubling up on price
- Retail networks remain key to access
- Companies, brands and innovation
- Challenger brands expand range and reach
- The consumer
- Fewer players at £2 prices
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- Figure 3: Participation in lottery games, January 2013 and January 2014
- Lotto players split down the middle
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- Figure 4: Frequency of purchasing National Lottery Lotto draw tickets following their increase in price to £2, January 2014
- Most eyes still on the prize
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- Figure 5: Incentives to lottery draw play, January 2014
- What we think
Issues and Insights
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- What has been the impact of the £2 Lotto ticket on playing habits?
- The facts
- The implications
- How can lotteries increase levels of online play and maintain scratchcard growth?
- The facts
- The implications
Trend Application
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- Trend: Play Ethic
- Trend: Make It Mine
- Trend: Brand Intervention
Market Drivers
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- Key points
- Lotto doubles up on prices...
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- Figure 6: Stakes, prizes and odds of winning selected UK lottery draw games, January 2014
- ...with value gains outweighing volume losses
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- Figure 7: Weekly sales of Saturday UK Lotto Draw (£m), August-December 2013
- Retail readied to spotlight scratchcards
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- Figure 8: National and Health Lottery retail networks, 2014
- Government still consulting on consultation
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- Figure 9: Lottery returns to good causes, 2012/13
- Numbers betting begins to add up
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- Figure 10: Numbers betting turnover, 2008/09-2012/13
- Lottery participation slow to go online – but no slower than most
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- Figure 11: Online participation in selected gambling activities, September 2012
- Recovery still fragile for lotteries sector
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- Figure 12: GfK NOP consumer confidence Index, January 1988-2013
- National Lottery a male winner – but women lead elsewhere
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- Figure 13: Past-year participation in lottery games, by gender and age, 2012
- Squeezed middle a shrinking target
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- Figure 14: Participation in lottery games, by household income, January 2014
Who’s Innovating?
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- Key points
- Lottery apps to make playing more social?
- Variety spices lottery life
- Health Lottery Plus plays numbers game
- Travel agents pitch payment holiday
- Tickets roll over as well as prizes
- Lottery marketing starts getting personal
Market Size and Forecast
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- Key points
- Numbers come up for lottery sales
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- Figure 15: UK lottery sales, 2008/09-2018/19
- Forecast
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- Figure 16: Forecast of consumer expenditure on lotteries, 2008/09-2018/19
- Forecast methodology
Market Share and Segmentation
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- Key points
- Society sector continues to grow
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- Figure 17: Operator shares of UK lottery sales, 2008/09-2012/13
- Scratchcards carve out a bigger market niche
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- Figure 18: National Lottery sales, by sector, 2008/09-2012/13
- New Lotto pricing to claw back value losses
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- Figure 19: Sales of draw-based National Lottery games, by game, 2008/09-2012/13
Companies and Products
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- Key points
- Camelot commands the market’s heights
- Camelot Lotteries UK Limited
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- Figure 20: Camelot financial performance, 2008/09-2012/13
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- Figure 21: Camelot advertising expenditure, by channel, 2009-13
- Health Lottery ELM Limited
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- Figure 22: Health Lottery ELM Limited financial performance, 2011 and 2012
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- Figure 23: Health Lottery advertising expenditure, by channel, 2011-13
- Postcode Lottery Limited
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- Figure 24: People’s Postcode Lottery financial performance, 2011 and 2012
- Figure 25: Postcode Lottery advertising expenditure, by channel, 2009-13
Brand Communication and Promotion
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- Key points
- Leading operators choose different channels
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- Figure 26: Trends in lotteries’ main media advertising expenditure, by channel, 2009-13
- Personalisation the next destination?
The Consumer – Lottery Game Play
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- Key points
- Decline in £2 play led by more than just price?
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- Figure 27: Participation in lottery games, January 2013 and January 2014
- Hardest-pressed giving up on Lotto dream
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- Figure 28: Participation in National Lottery Lotto, by socio-economic group, January 2013 and January 2014
- Younger players expect instant results
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- Figure 29: Participation in National Lottery scratchcard games, by age, January 2013 and January 2014
- Lotto and EuroMillions make it a two-horse race
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- Figure 30: Lottery games played, January 2014
The Consumer – Lotto Ticket Buying
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- Key points
- Half of players cut back on tickets
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- Figure 31: Purchasing of National Lottery Lotto draw tickets following their increase in price to £2, January 2014
- Jackpots and habits keep Lotto players playing
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- Figure 32: Incentives to lottery draw play, by purchasing of National Lottery Lotto draw tickets following their increase in price to £2, January 2014
The Consumer – Frequency of Lotto Play
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- Key points
- Cutting back: Won’t play or can’t pay?
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- Figure 33: Frequency of purchasing National Lottery Lotto draw tickets following their increase in price to £2, January 2014
- Odds an issue at higher price points
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- Figure 34: Agreement with the statement ‘I would rather play a lottery draw that offers a better chance of winning a small prize than one with a slim chance of winning a big one’, by frequency of purchasing National Lottery Lotto draw tickets following their increase in price to £2, January 2014
The Consumer – Switching Lotto Spend
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- Key points
- A quarter of Lotto players turn elsewhere
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- Figure 35: Switching of Lotto expenditure to other draws and forms of gambling, January 2014
- Younger players quickest to switch
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- Figure 36: Switching of Lotto expenditure to other draws and forms of gambling, by age, January 2014
- Switchers strongly sensitive to price
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- Figure 37: Incentives to playing lottery draw games, by switching of Lotto expenditure to other draws and forms of gambling, January 2014
The Consumer – Purchasing Lottery Tickets
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- Key points
- Supermarket shoppers split from corner shop customers
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- Figure 38: Locations lottery tickets or scratchcards purchased from, January 2014
- Online play a turn-off for the young
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- Figure 39: Purchasing lottery tickets or scratchcards online, by age, January 2014
- IWGs only scratching the surface online
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- Figure 40: Purchasing lottery tickets or scratchcards online, by participation in National Lottery scratchcard games, January 2014
- Retail outlets convenient enough for most
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- Figure 41: Repertoire of types of location lottery draw tickets and/or scratchcards/instant wins purchased from, January 2014
The Consumer – Incentives to Lottery Draw Play
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- Key points
- Size of jackpot v thickness of wallet
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- Figure 42: Incentives to lottery draw play, January 2014
- Promotion of mobile can help lotteries get lucky
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- Figure 43: Feeling lucky as an incentive to lottery draw play, by lottery games played, January 2014
- Women act on impulse
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- Figure 44: Impulse playing of lottery draw games, by gender and socio-economic group, January 2014
- Charity begins closest to home
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- Figure 45: Importance of charity support as an incentive to lottery draw play, by lottery games played, January 2014
The Consumer – Attitudes Towards Lottery Games
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- Key points
- Players look beyond the jackpot and weigh up the odds
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- Figure 46: Attitudes towards lottery draw games, January 2014
- Players prefer retail – but online by no means a closed shop
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- Figure 47: Preferred modes of purchasing lottery draw tickets, January 2014
- Scratchcards an option to connect society lotteries with the young
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- Figure 48: Agreement with the statement 'Playing scratchcards is more exciting than buying lottery draw tickets’, by lottery games played, January 2014
Appendix – Market Drivers
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- Figure 49: Household/personal ownership of consumer technology products, June and September 2013
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Appendix – Market Size and Forecast
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- Figure 50: Forecast of consumer expenditure on lotteries, 2013/14-2018/19
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Appendix – The Consumer – Lottery Game Play
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- Figure 51: Participation in most popular lottery games, by demographics, January 2014
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- Figure 52: Participation in next most popular lottery games, by demographics, January 2014
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- Figure 53: Participation in lottery games, by participation in lottery games, January 2014
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- Figure 54: Repertoire of participation in lottery games, by demographics, January 2014
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- Figure 55: Participation in lottery games, by repertoire of participation in lottery games, January 2014
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Appendix – The Consumer – Lotto Ticket Buying
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- Figure 56: Purchasing of National Lottery Lotto draw tickets following their increase in price to £2, by demographics, January 2014
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- Figure 57: Incentives to lottery draw play, by purchasing of National Lottery Lotto draw tickets following their increase in price to £2, January 2014
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- Figure 58: Attitudes towards lottery draw games, by purchasing of National Lottery Lotto draw tickets following their increase in price to £2, January 2014
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Appendix – The Consumer – Frequency of Lotto Play
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- Figure 59: Frequency of purchasing National Lottery Lotto draw tickets following their increase in price to £2, by demographics, January 2014
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- Figure 60: Incentives to lottery draw play, by frequency of purchasing National Lottery Lotto draw tickets following their increase in price to £2, January 2014
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- Figure 61: Attitudes towards lottery draw games, by frequency of purchasing National Lottery Lotto draw tickets following their increase in price to £2, January 2014
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Appendix – The Consumer – Switching Lotto Spend
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- Figure 62: Switching of lotto expenditure to other draws and forms of gambling, by demographics, January 2014
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- Figure 63: Incentives to lottery draw play, by switching of lotto expenditure to other draws and forms of gambling, January 2014
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- Figure 64: Attitudes towards lottery draw games, by switching of lotto expenditure to other draws and forms of gambling, January 2014
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Appendix – The Consumer – Purchasing Lottery Tickets
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- Figure 65: Most popular locations lottery draw tickets purchased from, by demographics, January 2014
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- Figure 66: Next most popular locations lottery draw tickets purchased from, by demographics, January 2014
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- Figure 67: Locations lottery draw tickets purchased from, by locations lottery draw tickets purchased from, January 2014
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- Figure 68: Locations lottery draw tickets purchased from, by participation in lottery games, January 2014
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- Figure 69: Locations lottery draw tickets purchased from, by purchasing of National Lottery Lotto draw tickets following their increase in price to £2, January 2014
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- Figure 70: Locations lottery draw tickets purchased from, by frequency of purchasing National Lottery Lotto draw tickets following their increase in price to £2, January 2014
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- Figure 71: Locations lottery draw tickets purchased from, by switching of lotto expenditure to other draws and forms of gambling, January 2014
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- Figure 72: Repertoire of locations lottery draw tickets purchased from, by demographics, January 2014
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- Figure 73: Locations lottery draw tickets purchased from, by repertoire of locations lottery draw tickets purchased from, January 2014
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Appendix – The Consumer – Incentives to Lottery Draw Play
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- Figure 74: Most popular incentives to lottery draw play, by demographics, January 2014
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- Figure 75: Next most popular incentives to lottery draw play, by demographics, January 2014
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Appendix – The Consumer – Attitudes Towards Lottery Games
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- Figure 76: Most popular attitudes towards lottery draw games, by demographics, January 2014
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- Figure 77: Next most popular attitudes towards lottery draw games, by demographics, January 2014
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