Table of Contents
Executive Summary
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- The market
- Set for healthy growth
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- Figure 1: Forecast of UK lottery sales, 2013/14-2023/24
- Retail accounts for 78% of National Lottery sales…
- …however, it is digital sales that are growing
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- Figure 2: National Lottery draw game and scratchcard/IWG sales, by channel, April 2017-March 2018
- Companies and brands
- Increased chances to win big
- Going from an instant winner to a lifetime winner
- Camelot upped its game in 2018
- The consumer
- Lottery draws are the firm favourite…
- …despite the decline in those playing
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- Figure 3: Lottery games played, October 2017 and October 2018
- People’s Postcode Lottery is the only draw to enjoy increased uptake
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- Figure 4: Lottery draw games played, October 2017 and October 2018
- Traditional means of purchasing tickets are preferred…
- …however, growing numbers are turning online
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- Figure 5: Methods of purchasing lottery draw tickets, October 2017 and October 2018
- Three in 10 players purchase lottery tickets on impulse
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- Figure 6: Lottery behaviours, October 2018
- Four in 10 interested in playing the new annuity game
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- Figure 7: Likelihood to purchase tickets for the new lottery game, October 2018
- Those who would purchase believe the move is socially responsible
- Clarification is required
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- Figure 8: Attitudes towards the new annuity games, October 2018
- What we think
Issues and Insights
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- The annuity game
- The facts
- The implications
- Growing importance of digital
- The facts
- The implications
The Market – What You Need to Know
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- Market benefits from unexpected boost
- The market is forecast to grow further
- Lottery remains in strong second position for gambling spend
- Significant rise in large society sales
- Retail accounts for 78% of National Lottery sales…
- …however, it is digital sales that are growing
- Opportunity to exploit online offerings
Market Size and Forecast
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- Market set to grow with new games in the works
- Large society lotteries aided the growth
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- Figure 9: UK lottery sales, 2013/14-2023/24
- Forecast
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- Figure 10: Forecast of UK lottery sales, 2013/14-2023/24
- Forecast methodology
Market Segmentation
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- Sizeable increase in draw-based games sales...
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- Figure 11: National Lottery sales, by segment, 2013/14-2017/18
- …which has brought about increased contributions to good causes
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- Figure 12: Lotteries’ contributions to good causes, 2012/13-2017/18
Market Drivers
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- Retail accounts for 78% of National Lottery sales…
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- Figure 13: National Lottery draw game and scratchcard/IWG sales, by channel, April 2017-March 2018
- …however, it is digital sales that are growing
- Large society lotteries’ contributions set to grow further
- The basis of the reform
- Government recommendation
Market Share
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- Lottery remains in strong second position for gambling spend…
- …but continues to be the firm favourite for participation
- Opportunity to exploit online offerings
- The provider that benefited from doing this
- What others can do to replicate this
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- Figure 14: Consumer expenditure* on gambling, April 2017-March 2018
- Significant rise in large society sales
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- Figure 15: UK lottery sales, by operator share, 2013/14-2017/18
Companies and Brands – What You Need to Know
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- Increased chances to win big
- Going from an instant winner to a lifetime winner
- Health Lottery launches Mega Raffle
- Camelot upped its game in 2018
- People’s Postcode Lottery remains consistent
Launch Activity and Innovation
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- Increased chances to win big
- Greater prize draw
- Shared amongst more people
- EuroMillions set to make 40 players millionaires in the spring
- Going from an instant winner to a lifetime winner
- The new annuity lottery
- Rationale behind its creation
- Health Lottery launches Mega Raffle
- The draw
- The goal
- Loteri Cymru’s fresh new start
Advertising and Marketing Activity
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- Sharp increase in charities’ advertising spend
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- Figure 16: UK lottery operators’ main monitored media advertising spend, 2015-18
- Camelot upped its game in 2018
- People’s Postcode Lottery remains consistent
- Nielsen Ad Intel coverage
The Consumer – What You Need to Know
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- Lottery draws are the firm favourite…
- …despite the decline in those plying
- People’s Postcode Lottery is the only draw to enjoy increased uptake
- Traditional means of purchasing tickets are preferred…
- …however, growing numbers are turning online
- Three in 10 players purchase lottery tickets on impulse
- Four in 10 interested in playing the new annuity game
- Those who would purchase believe the move is socially responsible
Lottery Games Played
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- Lottery draws are the firm favourite…
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- Figure 17: Lottery games played, October 2018
- …despite the decline in those playing
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- Figure 18: Lottery games played, October 2017 and October 2018
- Age differences in types of games played
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- Figure 19: Participation in lottery scratchcard and online instant win games, by age, October 2018
- Scratchcards appeal to wider demographics
Lottery Draw Games
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- National Lottery remains the firm favourite
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- Figure 20: Lottery draw games played, October 2018
- It appeals to the older players
- People’s Postcode Lottery is the only draw to enjoy increased uptake
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- Figure 21: Lottery games played, October 2017 and October 2018
- EuroMillions experiences a noticeable decline
Future Interest in Lottery Play
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- Fewer than one in five non-players are potentials
- Income is holding some back
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- Figure 22: Future interest in playing lottery games, October 2018
- There is room to grow interest in playing the lottery
Methods of Lottery Play
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- Traditional means of purchasing tickets are preferred…
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- Figure 23: Methods of purchasing lottery draw tickets, October 2018
- …however, growing numbers are turning online
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- Figure 24: Methods of purchasing lottery draw tickets, October 2017 and October 2018
- Younger players are most likely to buy tickets ‘the traditional way’
Lottery Behaviours
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- Three in 10 players purchase lottery tickets on impulse
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- Figure 25: Lottery behaviours, October 2018
- Impulse purchases are driven by younger players
- Once the impulse decision has been made, it is important not to deter them
- Operators can benefit from replicating the impulse purchase online
- Emotions drive younger players to buy lottery tickets…
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- Figure 26: Lottery behaviours, by age, October 2018
- …whilst the older generation are driven by their moral compass
Interest in the New Annuity Game
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- The new annuity game
- Four in 10 interested in playing the new annuity game
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- Figure 27: Likelihood to purchase tickets for the new lottery game, October 2018
- Interest in playing annuity game declines with age
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- Figure 28: Likelihood to purchase tickets for the new lottery game, by age, October 2018
Attitudes towards the New Annuity Game
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- Those who would purchase believe the move is socially responsible
- Social responsibility stretches further
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- Figure 29: Attitudes towards the new annuity game, October 2018
- Clarification is required
Appendix – Data Sources, Abbreviations and Supporting Information
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- Data sources
- Abbreviations
- Consumer research methodology
Appendix – Market Size and Forecast
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- Market forecast
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- Figure 30: Forecast of UK lottery sales, 2018/19-2023/24
- Forecast methodology
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