Table of Contents
Executive Summary
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- Lotto changes look good for growth
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- Figure 1: UK lottery sales, 2010/11-2020/21
- Scratchcards at home in culture of instant wins
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- Figure 2: National Lottery sales, by segment, 2010/11-2014/15
- Expanding society sector trims National Lottery’s lead
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- Figure 3: UK lottery sales, by operator share, 2010/11-2014/15
- Innovation steps up to stem participation decline
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- Figure 4: Participation in lottery games, November 2015
- Younger players exhibit commitment issues
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- Figure 5: Participation in lottery games on a monthly or more frequent basis, November 2015
- Corner shops give way to supermarkets
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- Figure 6: Methods of purchasing lottery products, November 2015
- Impulse play getting stronger
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- Figure 7: Lottery game purchasing habits, November 2016
- Winners dream of saving big
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- Figure 8: Top spending priority after a £10,000 lottery game win, November 2016
- What we think
Issues and Insights
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- Have new Lotto formats changed the game?
- The facts
- The implications
- How can lotteries be a bigger draw for the young?
- The facts
- The implications
- Are lotteries losing out online?
- The facts
- The implications
The Market – What You Need to Know
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- New Lotto format looks positive for growth
- Instant-win culture keeps scratchcard sales booming
- Lottery demographics keep retail dominant
- Numbers betting an ongoing threat
Market Size and Forecast
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- Market enjoys ticket price rise
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- Figure 9: UK lottery sales, 2010/11-2020/21
- Forecast
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- Figure 10: Forecast of UK lottery sales, 2010/11-2020/21
Segment Performance
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- Instant wins remain the long-term success story
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- Figure 11: National Lottery sales, by segment, 2010/11-2014/15
Market Drivers
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- Lottery still at gambling’s softer edge
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- Figure 12: Participation in gambling activities, by participation in other gambling activities, March 2015
- Longer odds at the top, better chances at the bottom
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- Figure 13: National Lottery Lotto draw sales (Saturday and Wednesday combined), by value and volume, 2011-15
- Instant wins set pace for growth online
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- Figure 14: National Lottery sales, by channel, 2010/11-2014/15
- Numbers betting business sees a dip
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- Figure 15: Numbers betting market, 2010/11-2014/15
- Regulatory change on the cards
- Cultivating the culture of instant win
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- Figure 16: Sales of National Lottery scratchcards and IWGs online, 2010/11-2014/15
Key Players – What You Need to Know
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- Leader’s share slips in face of society growth
- People’s Postcode Lottery challenges for second spot
- Lotto changes offer two chances for growth
- Cutting prices fails to offer a shortcut to success
- Leading players take differing promotional routes
Market Share
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- Market structure
- Rapid growth carves societies a bigger niche
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- Figure 17: UK lottery sales, by operator share, 2010/11-2014/15
Launch Activity and Innovation
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- New Lotto format fights on two fronts
- Low-cost lottery cuts its losses
- Camelot moves to shift retail players online
- Faster payments a smarter option for mobile play
- Scratchcards spread along the high street
- Brand focus moves towards good-cause contributions
Brand Communication and Promotion
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- Major players step up promotional push
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- Figure 18: UK lottery operators’ main monitored media advertising spend, 2013-15
- National games turn to TV, local schemes keep personal touch
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- Figure 19: UK lottery operators’ main monitored media advertising spend, by media type, 2013-15
The Consumer – What You Need to Know
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- Participation rates stuck on downward path
- Those who stay are happy to commit
- Supermarkets top of the lottery shopping list
- Impulse play appeals to the young
- Winners ready to save as much as spend
Lottery Games Played
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- Lotto price rises, participation rates fall...
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- Figure 20: Participation in lottery games, November 2015
- ...but new format can drive up occasional play
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- Figure 21: Participation in selected National Lottery games, 2013-15
- Instant wins – Have younger players scratched that itch?
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- Figure 22: Participation in National Lottery scratchcard games, by age, 2013-15
Frequency of Lottery Play
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- Lottery play a frequent habit
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- Figure 23: Participation in lottery games on a monthly or more frequent basis, November 2015
- Subscriptions offer a shortcut to giving
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- Figure 24: Participation in lottery games on a monthly or more frequent basis, by age, November 2015
Lottery Purchasing Patterns
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- Supermarkets sweep past corner shops
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- Figure 25: Methods of purchasing lottery products, November 2015
- Mobile fails to dent retail preferences
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- Figure 26: Repertoire of locations lottery products purchased from, November 2015
Lottery Purchasing Habits
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- New technologies to regularise the impulsive
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- Figure 27: Lottery game purchasing habits, November 2016
- Spreading scratchcard impulse beyond the store
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- Figure 28: Lottery games played, by purchasing habits, November 2015
- Digital shopping can put lotteries on the list
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- Figure 29: Purchasing lottery products in supermarkets, by lottery game purchasing habits, November 2015
Lottery Prize Spending Preferences
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- Spend, spend, spend? Save, save, save actually
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- Figure 30: Top spending priority after a £10,000 lottery game win, November 2016
- Holidays for the impulsive, savings for regulars
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- Figure 31: Purchasing of National Lottery scratchcards, by top spending priority after a £10,000 lottery game win, November 2015
Appendix
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- Data sources
- Abbreviations
- Fan chart forecast
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- Figure 32: Forecast of UK lottery sales, 2015/16-2020/21
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