Lotteries – UK – April 2010

Abstract

This report looks at the changes taking place in the Lottery market, including the growth of interactive platforms as sales channels and the developments within the draw-based and scratchcard segments of the market. The lottery market has grown by 3.7% in 2008/09 and by and estimated 2.7% in 2009/10 to reach a total value of around £5.5 billion. This represents an increase in its share of total gambling expenditure because of its low cost and ease of play. The launch of the EuroMillions game in February 2004 gave the National Lottery a major boost in sales between 2004 and 2006 as the game became established. Once it became firmly entrenched, the trend in lottery sales was essentially flat in real terms. The National Lottery accounts for 97% of the total money staked on lotteries in the UK. The National Lottery's share has fallen very slightly in recent years but has remained around the 97% level. The major drivers of ticket sales in the past few years have been the increasingly popular online and interactive games, especially online scratchcards. Together, these games now account for around a quarter of National Lottery sales. While 49% of adults play lotteries, only 30% are loyal players. Most non-players tend to be of middle to higher income and are aged under 35. A third of adults have never played. The Lotto remains by far the most popular Lottery game played and is especially popular among frequent players. The EuroMillions and scratchcards are both successful in attracting younger and more occasional players.

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