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Description

Description

“By positioning digital platforms as an easier way for players to purchase tickets and a way to ensure they never miss their chance of taking part, operators can increase not only the number of those playing, but the frequency with which they do so.”

– Zameira Hersi, Leisure Analyst

This report examines the following issues:

  • The annuity game
  • Growing importance of digital

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
      • Executive Summary

          • The market
            • Set for healthy growth
              • 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
                • 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
                            • Figure 3: Lottery games played, October 2017 and October 2018
                          • People’s Postcode Lottery is the only draw to enjoy increased uptake
                            • Figure 4: Lottery draw games played, October 2017 and October 2018
                          • Traditional means of purchasing tickets are preferred…
                            • …however, growing numbers are turning online
                              • Figure 5: Methods of purchasing lottery draw tickets, October 2017 and October 2018
                            • Three in 10 players purchase lottery tickets on impulse
                              • Figure 6: Lottery behaviours, October 2018
                            • Four in 10 interested in playing the new annuity game
                              • 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
                                • Figure 8: Attitudes towards the new annuity games, October 2018
                              • What we think
                              • Issues and Insights

                                • The annuity game
                                  • The facts
                                    • The implications
                                      • Growing importance of digital
                                        • The facts
                                          • The implications
                                          • The Market – What You Need to Know

                                            • 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

                                                          • Market set to grow with new games in the works
                                                            • Large society lotteries aided the growth
                                                              • Figure 9: UK lottery sales, 2013/14-2023/24
                                                            • Forecast
                                                              • Figure 10: Forecast of UK lottery sales, 2013/14-2023/24
                                                            • Forecast methodology
                                                            • Market Segmentation

                                                              • Sizeable increase in draw-based games sales...
                                                                • Figure 11: National Lottery sales, by segment, 2013/14-2017/18
                                                              • …which has brought about increased contributions to good causes
                                                                • Figure 12: Lotteries’ contributions to good causes, 2012/13-2017/18
                                                            • Market Drivers

                                                              • Retail accounts for 78% of National Lottery sales…
                                                                • 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

                                                                      • 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
                                                                                • Figure 14: Consumer expenditure* on gambling, April 2017-March 2018
                                                                              • Significant rise in large society sales
                                                                                • Figure 15: UK lottery sales, by operator share, 2013/14-2017/18
                                                                            • Companies and Brands – What You Need to Know

                                                                              • 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

                                                                                        • 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

                                                                                                              • Sharp increase in charities’ advertising spend
                                                                                                                • 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

                                                                                                                    • 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

                                                                                                                                    • Lottery draws are the firm favourite…
                                                                                                                                      • Figure 17: Lottery games played, October 2018
                                                                                                                                    • …despite the decline in those playing
                                                                                                                                      • Figure 18: Lottery games played, October 2017 and October 2018
                                                                                                                                    • Age differences in types of games played
                                                                                                                                      • Figure 19: Participation in lottery scratchcard and online instant win games, by age, October 2018
                                                                                                                                    • Scratchcards appeal to wider demographics
                                                                                                                                    • Lottery Draw Games

                                                                                                                                      • National Lottery remains the firm favourite
                                                                                                                                        • 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
                                                                                                                                          • Figure 21: Lottery games played, October 2017 and October 2018
                                                                                                                                        • EuroMillions experiences a noticeable decline
                                                                                                                                        • Future Interest in Lottery Play

                                                                                                                                          • Fewer than one in five non-players are potentials
                                                                                                                                            • Income is holding some back
                                                                                                                                              • Figure 22: Future interest in playing lottery games, October 2018
                                                                                                                                            • There is room to grow interest in playing the lottery
                                                                                                                                            • Methods of Lottery Play

                                                                                                                                              • Traditional means of purchasing tickets are preferred…
                                                                                                                                                • Figure 23: Methods of purchasing lottery draw tickets, October 2018
                                                                                                                                              • …however, growing numbers are turning online
                                                                                                                                                • 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

                                                                                                                                                • Three in 10 players purchase lottery tickets on impulse
                                                                                                                                                  • 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…
                                                                                                                                                        • Figure 26: Lottery behaviours, by age, October 2018
                                                                                                                                                      • …whilst the older generation are driven by their moral compass
                                                                                                                                                      • Interest in the New Annuity Game

                                                                                                                                                        • The new annuity game
                                                                                                                                                          • Four in 10 interested in playing the new annuity game
                                                                                                                                                            • Figure 27: Likelihood to purchase tickets for the new lottery game, October 2018
                                                                                                                                                          • Interest in playing annuity game declines with age
                                                                                                                                                            • Figure 28: Likelihood to purchase tickets for the new lottery game, by age, October 2018
                                                                                                                                                        • Attitudes towards the New Annuity Game

                                                                                                                                                          • Those who would purchase believe the move is socially responsible
                                                                                                                                                            • Social responsibility stretches further
                                                                                                                                                              • Figure 29: Attitudes towards the new annuity game, October 2018
                                                                                                                                                            • Clarification is required
                                                                                                                                                            • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                              • Data sources
                                                                                                                                                                • Abbreviations
                                                                                                                                                                  • Consumer research methodology
                                                                                                                                                                  • Appendix – Market Size and Forecast

                                                                                                                                                                    • Market forecast
                                                                                                                                                                      • Figure 30: Forecast of UK lottery sales, 2018/19-2023/24
                                                                                                                                                                    • Forecast methodology

                                                                                                                                                                    About the report

                                                                                                                                                                    This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                                                                                                                                                    • The Consumer

                                                                                                                                                                      What They Want. Why They Want It.

                                                                                                                                                                    • The Competitors

                                                                                                                                                                      Who’s Winning. How To Stay Ahead.

                                                                                                                                                                    • The Market

                                                                                                                                                                      Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                                                                                                                                    • The Innovations

                                                                                                                                                                      New Ideas. New Products. New Potential.

                                                                                                                                                                    • The Opportunities

                                                                                                                                                                      Where The White Space Is. How To Make It Yours.

                                                                                                                                                                    • The Trends

                                                                                                                                                                      What’s Shaping Demand – Today And Tomorrow.

                                                                                                                                                                    Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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